engaging audiencesstatic.googleusercontent.com/media/ · 2019. 10. 3. · engaging audiences...
TRANSCRIPT
Engaging Audiences
“Engagement is turning on a
prospect to a brand idea enhanced
by the surrounding context”
Joe Plummer, ARF, 2006
Types of engagement
Media brand
engagement
Behavioural
engagement
Advertising
engagement
Are my
audiences
engaged with
my brand?
How are
audiences
consuming
my content?
Are my
audiences
engaged with my
advertising?
Equity, brand
health, loyalty
Time spent,
quality of
reading/
viewing etc.
Impact
studies,
campaign
specific
Types of engagement
Media brand
engagement
Behavioural
engagement
Advertising
engagement
Are my
audiences
engaged with
my brand?
How are
audiences
consuming
my content?
Are my
audiences
engaged with my
advertising?
Equity, brand
health, loyalty
Time spent,
quality of
reading/
viewing etc.
Impact
studies,
campaign
specific
Why is engagement important?
Will help you to understand
your brand
– Key drivers behind performance
– How to build your audience
Can help to sell advertising
more effectively
One summary score
Can place you in your
competitive context easily
To develop an
approach to
understanding media
brands
To understand how
consumers engage
with media brands
Our aim
Overview of the Research
Three pilot studies in the UK, US and
France
– UK television channels and
online video
– US magazines and online
properties
– France – across the news
category
Online with a sample 500
respondents for each category within
each market (600 in France)
Results were weighted by Internet
use and controlled for gender within
age
Data collection was November 2009
in UK and US, March 2010 in France
Dependent variables
Recommend.525
Share.677
Satisfaction.567
Trust.449
Loyalty
.343
.781. 641
.382.372
.683
Loyalty shows moderate to strong correlation
with all of the variables
Over 20 regression
models, each
using a different
dependent variable
to identify
measures that
correlate
Perception
Word of
mouthStature
Overview of model
Wide range
Entertaining
Respected
Credible
Advise to view
Positive WOMReferenced Quality
Relevance
Differentiation
Emotional
proximity
Sought out
Connection
Need
fulfilment
Ipsos MediaCT
Brand
Engagement
Overview of results
Perception
Word of
mouthStature
Factors
Wide range
Entertaining
Respected
Credible
Advise to view
Positive WOMReferenced Quality
Relevance
Differentiation
Emotional
proximity
Sought out
Connection
Need
fulfilment
Ipsos MediaCT
Brand
Engagement
Advise to view
Referenced
Positive WOM
Relevance
Quality
Differentiation
EntertainingWide range
Well respected
Credible
Sought out
Connection
Emotional proximity
YouTube
BBC iPlayer
Online players – YouTube vs. BBC iPlayer
Word of mouth
Perception
Need fulfilment
Brand stature
Mean Scores
Base: All with >0% usage. YouTube n=315, BBC iPlayer n=315
Significant difference between brands (at 95% confidence level)
highlighted with yellow box
Engagement score
Ipsos MediaCT
Media Brand
Engagement
Score
Engagement scores – Online video
64.4 63.5
54.5 55.8
Base: All with >0% usage. YouTube n=315, BBC iPlayer n=315, ITV Player n=202, 4oD n=142
Index out of 100
Engagement scores - TV
Index out of 100
61.4 52.0
52.0 54.2
Base: Base: All with >0% usage. (BBC One n=358), (BBC Two n=311), (ITV1 n=353), (C4 n=319), (Five n=278), (Sky1 n=149)
47.0
55.9
Engagement scores
Index out of 100
61.4
52.0
52.0
54.2
Base: All with >0% usage. BBC One n=358, BBC Two n=311, ITV1 n=353, C4 n=319, Five n=278, Sky1 n=149
47.0
55.9
TV Engagement scoresOnline video
Engagement scores
64.4
63.5
54.5
55.8
55.6
Base: All with >0% usage . YouTube n=315, BBC iPlayer n=315, ITV Player n=202, 4oD n=142, Sky Player n=66* *!CAUTION SMALL BASE SIZE!
NB: Platforms / channels rated in
relevant category context
Engagement summary – Online video
45%
42%
34%
21%
31%
35%
36%
45%
24%
23%
30%
34%
% High % Medium % Low
Base: all with >0% recent usage. YouTube n=315, BBC iPlayer n=315, ITV Player n=202, 4oD n=147
Circle denotes significant difference vs. YouTube scores
Online video - % of users who have % high / medium / low engagement scores
Engagement summary – TV
40%
33%
27%
26%
25%
16%
33%
29%
37%
31%
33%
36%
28%
38%
37%
43%
41%
48%
% High % Medium % Low
TV - % of users who have % high / medium / low engagement scores
Base: All with >0% usage. BBC One n=358, BBC Two n=311, ITV1 n=353, C4 n=319, Five n=278, Sky1 n=149