From 0º to 360º

1. From 0º to 360º In less than 12 months

2. CINEMA TELEVISION From 0º to 360º PRESS INTERNET In less than 12 months RADIO OUTDOOR MAGAZINES SMS

3. CINEMA TELEVISION PRESS INTERNET Organization and funding RADIO OUTDOOR MAGAZINES SMS

4. Media Research is unique ...to value one space unit versus another ...that affects the ‘bottom line Creates a ‘currency’

5. Media Research is unique ...that influences outcomes ...who controls the designs controls the outcomes A ‘myriad of methodologies’

6. Media Research is unique For a ‘currency’ research design must be media neutral ‘He who pays the piper calls the tune’

7. Media Research is unique The Advertising Planner Focus on the consumer The Seller Focus on the medium • Brands (target groups) • Media reach • All media exposure • Media type by type • Response/effect studies • = ‘Holistic’ research • =‘Silo’ research ...who pays determine the type of research The buyer / seller divide

8. Media Research in developing markets Funding? ...to serve the need of both buyer and seller

9. Media Research in developing markets Historic precedent? Media type ‘Silo’s in almost all countries and ‘Silo’ed’ control: Funding? In Europe by JIC’s and MOC’s for each media type In Asia and USA by research companies ‘hold’ market for each media type. Does not lead to inter–media co-operation ...to serve the need of both buyer and seller

10. Technology forcing change • Media owners becoming content providers and delivering across platforms • Now ‘scrabbling’ to ‘integrate’ the research ‘Silos’ • Technically difficult lengthy and expensive

11. Media Research in developing markets Funding for integrated media research? ...to serve planners and buyers in today’s digital world

12. Media Research in developing markets In Pakistan PAKISTAN ADVERTISERS SOCIETY ‘call for tender’

13. The Survey concept • Brand metrics (awareness and usage) • ‘Single Source’ (for Press, TV, Radio, Internet, Magazines, SMS, outdoor, cinema) • Socio-cultural/lifestyle segmentation and time audit • Delivery in cross media (R&F) planning software • Training and support

14. Top down’ cross media TV Radio Internet Outdoor • Same sample structure (TV panel) • Same classification data Calibration

15. Consumers • Marketing data • Product usage • Brand awareness • Brand usage • Brand loyalty

16. Consumers The Media Communication planning Media ‘currency’

17. Financing model • Agreed the ‘tender’ price • Underwrote 75% in Year 1 only • Research company took balance of risk • Sold to media owners, media agencies and non PAS advertisers • ‘Free market’ solution

19. -design and content • Random sampling of homes from maps • 2* oversampling of AB homes • Individuals selected using Kish tables • Independent samples day by day Sample stratification by town within province

20. -design and content

21. -design and content

22. -design and content Response • Where contact made only 1.5% refusal rate = 68.5% response rate. • Face to face interview approx. 2 hours • Emphasis on interviewer training and monitoring • 30% homes non contact, substitute issued

23. -product and brand metrics • Food22 categories • Non-food 27 categories Filter question: Do you eat/drink/consume/have in home/use product type?

24. -product and brand metrics • Food22 categories • Non-food 27 categories Brand recall - Top of Mind - Prompted BUMO - Sometimes use Product usage frequency and volumes

25. -social cultural segmentation Battery of statements Fantasists (13.8%) SciFi’s (16.5%)

27. -feelings and activities Pre-occupied, stressed, angry, depressed by time of day 0700-0800 1200-1300 1600-1700 1900-2000 2200-2300

28. -cross media measurement • Duplication between allvehicles • Consistent definition of OTS • The timing of OTS Three crucial issues

29. -cross media measurement • ‘Single Source’ • Event time based data But how? • Limited data collection + modeling • The ‘Virtual’ Diary creation process Duplication and time

30. -cross media measurement • Specific and detailed yesterday behavior • Normative behavior • Mathematically modeled to represent an average week for all media • Adjusted to ‘currency’ data if available The ‘Virtual’ Diary creation process

31. -cross media measurement Objective is to measure: ‘exposure opportunity’ NOT ‘exposure effect’ The number of target exposures when: ‘Present in front of the advertisement and paying attention to it’ Comparable definitions of OTS

32. ‘Silo” media measurement Non-comparable definitions of OTS

33. -comparable definitions Level 1b • When last read issue – yesterday/last week/last month • Specific days read last week • Multiple pick-ups yesterday Press

34. -comparable definitions Level 1b • When last visited site – yesterday/last week/last month • Specific days visited last week • Multiple visits yesterday (within day parts) Internet

35. -comparable definitions Level 1b • When last viewed/listened station – yesterday/last week/last month • Specific days viewed/listened last week • Specific ¼ hours viewed/listened station yesterday TV and Radio

36. -comparable definitions Level 1b • When last viewed poster type – yesterday/last week/last month • Specific days viewed last week • Multiple viewing yesterday Outdoor

37. -comparable definitions Level 1b Multiple exposures per day

38. -comparable definitions Level 1b Week Net Reach%

39. -comparable definitions Level 1b Week Net Reach% cumulative

40. -comparable definitions Level 1b Net Reach availability at 100GRP’s – by medium over 4 weeks

41. -comparable definitions Level 1b ‘Optimized’ budget allocation to maximize Net Reach at 600 GRP’s – (no costs used) Campaign results GRP’s 600 Net % 58 Net 3+ 54.4 Av. OTS 10.4

42. -What’s new - organization • Advertiser Association initiative

43. -What’s new - organization • Advertiser Association initiative • Focus on the Consumer - marketing/cross media data, holistic approach .

44. -What’s new - organization • Advertiser Association initiative • Focus on the Consumer - marketing/cross media data, holistic approach . • Issued open tender/ pricing framework

45. -What’s new - organization • Advertiser Association initiative • Focus on the Consumer - marketing/cross media data, holistic approach . • Issued open tender/ pricing framework • New financing model/risk reduction for supplier plus providing survey ‘Authority”

46. -What’s new - organization • Advertiser Association initiative • Focus on the Consumer - marketing/cross media data, holistic approach . • Issued open tender/ pricing framework • New financing model/risk reduction for supplier plus providing survey ‘Authority” • Applicable in many developing markets

47. -What’s new - technically • Limited media data collection + modeling

48. -What’s new - technically • Limited media data collection + modeling • Provides ‘single source’ an average week of media behaviour for each medium (VDiary)

49. -What’s new - technically • Limited media data collection + modeling • Provides ‘single source’ an average week of media behaviour for each medium (VDiary) • Time series and repeat exposure data

50. -What’s new - technically • Limited media data collection + modeling • provides ‘single source’ an average week of media behaviour for each medium (VDiary) • Time series and repeat exposure data • Consistent definition of Net and Gross ‘Opportunity to See’ foreach medium