media research
DESCRIPTION
Presented at TMKedu in June 2014 by Ludmila Palasin. This presentation provides an overview of media research tools including both survey tools (e.g. Nielsen, MRI, Simmons, MMR) and research studies (e.g. Iconoculture, Forrester, and eMarketer) and goes through some real examples of how these tools can be used to deliver important information and insights for clients.TRANSCRIPT
tmk.edu: Research
Agenda
• Provide an overview of the suite of research tools available at TMK: – Basic – Survey – Research Studies – Planning
Basic Tools
TV and Radio GRP EsAmaAng
The Internet of Things (IoT)
• In 2008 the number of Internet-‐connected devices first outnumbered the human populaAon. In 2013 there were 13B devices, and they are projecAng there will be 50B by 2020 – Phones – Chips – Sensors – Implants – ?????
Source: Cisco, Pew Research Center “The Internet of Things will Thrive by 2025”
Survey Tools
Simmons OneView uses custom and syndicated research to provide target audience insights, including demographics, behavioral, and media usage. Studies include Adults 18+ and Teens 11-‐17.
Scarborough is the best resource for understanding the target audience at the local level
Mendelsohn provides in-‐depth informaAon about the demographics, psychographics, media usage and spending habits of affluent consumers
Reading Crosstabs Unweighted: Actual number of respondents
Weighted: Projected populaAon for the row and column
Ver?cal Percent: Percent of the column that will be reached by the row Horizontal Percent: Percent of the row that will be reached by the column Index: ComposiAon in relaAon to the base. Over 100 is the percentage the column is more likely to do what is in the row
It is Important to Understand Millennials
• The Millennial generaAon, roughly defined as young adults ages 18 to 33, represents 25% of the US populaAon and holds $1.3 trillion in spending power.
Research Studies
eMarketer
Digital Video is Huge
• 100 million people are going to watch more than 1 billion online videos today
• The Zach Galifianakis interview of Barack Obama on “Between Two Ferns” drove more impressions than an episode of the #1 comedy “The Big Bang Theory”
Source: eMarketer
Forrester
Iconoculture
Social Media Insight
• While 87% of blogs post Monday – Friday, sharing is highest on Saturday and Sunday. Brands may be hurAng their reach by not posAng more on the weekends
Source: eMarketer
Planning Tools
Stradegy
• Detailed compeAAve informaAon and adverAsing trends across 21 different media channels – AdverAsing spend, placement, and creaAve – Top level overview or highly granular detail – Customized reports
comScore
• The best research tool for understanding how to reach target audiences online – Provides website analyAcs and reporAng that delivers insights on what people are doing online • Media rankers/audience analysis • Campaign R/F • Lifestyle and product ownership insights • DMA-‐specific research
Something for Combe
• In a report on the male grooming sector by Mintel: – 52% of men said they're loyal to the brands of toiletries and grooming products they use
– 34% report preferring to smell a grooming or personal care product before purchasing it
– 20% admit to favoring 2-‐in-‐1 products to save Ame.
Workhorse Media Tools
Pointlogic
• CommunicaAon planning tool for mulAmedia campaigns – Data is generated from proprietary consumer and media planner surveys, and enhanced by fusion with MRI, Simmons and PRIZM segments
• Takes into account different abiliAes of media channels, costs, reach and campaign objecAves
• Produces opAmal channel rankings and suggested budget allocaAons
The DefiniAon of Happiness Has Changed
• Consumers’ definiAon of happiness has changed and been reprioriAzed post-‐recession — it’s less about the short-‐term acquisiAon of products and more about long-‐term purpose and hope.
• This dematerializaAon of happiness is making it tougher for brands to legiAmately leverage it as a concept, but the smartest brands are finding ways to make the right connecAons to consumers’ right-‐now values.
Iconosphere 2014
THANK YOU!