defining new audience measures in a fragmented media … · defining new audience measures in a...
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SCREENFORCE SHOWROOM 4.9, HELSINKI
DEFINING NEW AUDIENCE MEASURES IN A FRAGMENTED MEDIA LANDSCAPE
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ENGAGING MORE PEOPLE ON MORE SCREENS
FIRST DIGITAL OLYMPICS ACROSS EUROPE
DISCOVERY
MEETING OUR OLYMPIC AMBITION
THE
DIFFERENCE
1
2
3
QUANTIFYING TOTAL AUDIENCE REACH
MULTI-MARKET APPROACH
INNOVATING NEW METRICS
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ONLINE COMMUNITIES
CONTENT PERCEPTION
TOTAL AUDIENCECALCULATING
UNDUPICATED REACH
DURING
DAILY AUDIENCE REPORTING ‘TOTAL VIDEO’
MEASURE
BEFORE AFTER
PRE & POST GAMES RESEARCH:
BEHAVIOURS & SPONSOR ROI
MEETING OUR OLYMPIC AMBITION
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MORE PEOPLE ON MORE SCREENS
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NEW AND YOUNGER AUDIENCES
REACHING NEW AUDIENCES
EUROSPORT SNAPCHAT: 83% AGED 18-34FACEBOOK: 66% AGED 18-34INSTAGRAM: 69% AGED 18-34+ FEMALE AUDIENCES UP ACROSS EUROPE
262 MILLION
74MILLION
TV IS STILL KING :) USED ALL 4 DIGITAL PLATFORMSNON-DUPLICATED DIGITAL REACH
1 2 3
4
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DRIVING COMMERICAL SUCCESS
BRAND PERFORMANCE
NECESSITYFOR OLYMPIC GAMES TO HAVE PARTNERS / SPONSORS / ADVERTISERS
CALL TO ACTIONSEEING A BRAND AROUND THE OLYMPICS MAKE EXPOSED WANT TO GO FURTHER
IMPROVED PERCEPTIONBRAND POSITIVITY, ENHANCED CREDIBILITY, INNOVATION…
AMONG EUROSPORT AUDIENCES:
+ ASSOCIATION WITH THE OLYMPICS+ FAMILIARITY WITH BRAND+ FAVOURABILITY TOWARDS BRAND+ PURCHASE CONSIDERATION
BRAND PERCEPTIONS
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HOW WE MADE IT WORK IN PYEONGCHANG
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