tv, youtube, facebook 측정 사례를 통해 - nielsen · 2019. 5. 29. · 83.1% total reach 90.1%...

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김연우 상무

미디어조사본부, 닐슨코리아

[email protected] / 010-8896-0429

TV, YOUTUBE, FACEBOOK 측정 사례를 통해 살펴본 통합광고효과 측정의 현위치와 향후 과제 FACEBOOK/YOUTUBE 중심으로 본 디지털 미디어 소비행태 및 광고효과 측정 비교

mailto:[email protected]

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“디지털과 TV 광고 어떤 게 나을까?”

“근데, 왜 내눈엔 광고가 잘 안 보이지?”

“디지털 광고의 노출 대비 효과는 있는 건가?

“디지털 광고의 노출/도달이 이렇게 많은가?”

“타겟팅이 우리 브랜드에 어느 정도 필요한가?”

“디지털 광고에 올인할까?”

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1. 디바이스/플랫폼/채널 비교

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월이용시간(분)

DEVICE 이용 비교

1) 2018.3월 닐슨 온라인/TV 데이터

2) 모바일 : Android 사용자 기준

TV/PC/Mobile 일평균이용시간

3:26 0:39 3:50 이용자 기준 평균이용시간

3:10 0:28 2:41 모집단 기준 평균이용시간

월이용자수(명)

43,643,425 모집단(07~69세)

257,488,206,205 38,375,010,463 218,292,478,530

40,217,517 31,460,084 30,639,691

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DEVICE 이용 비교


2) iOS 사용자 사용시간 추정 - ’18년 1Q 기초조사 Android/iOS 비율 반영

TV/PC/Mobile 모집단 기준 일평균이용시간

2:41

3:10

0:28

3:20

TV PC Mobile

1:17

0:58

2:16

3:42

4:38

5:49

2:30

5:14

4:34

3:39 2:53

1:34

07~18 19~29 30~39 40~49 50~59 60~69

TV PC Mobile

개인 전체 연령별

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PLATFORM 차원 비교



3) 시청률 = 월총시청시간/모집단*1440분*31일

모집단 : 43,643,425

이용자수 총이용시간 (백만분)

17,520,728

34,405,301

40,217,517

7,415

30,925

257,488 92%

78%

40%

시청률

13.22%

1.59%

0.38%

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PLATFORM 차원 비교(연령대별)



3) 연령대별 시청률 = 연령대별 월총시청시간/연령대 모집단*1440분*31일

이용자수 시청률

10대 20대 30대 40대 50대 60대

TV YouTube Facebook

5.40 4.06

9.50

15.44

19.33

24.25

2.81 3.18

0.55 1.18

10대 20대 30대 40대 50대 60대

TV YouTube Facebook

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CHANNEL 차원 비교



30,925

25,864 24,533

7,415

YT KBS1 SBS KBS2 MBC JTBC MBN tvN FB TV조선 채널A 연합뉴스TV YTN

(단위 : 총이용시간 백만분, 시청률%)

1.59%

0.38%

1.33%

07~69세

1.26%

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CHANNEL 차원 비교(연령대별)

10대 20대 40대 50대

2.81

0.55

0.53

0.47

0.38

0.29

0.28

0.22

0.20

0.12

YT

FB

KBS2

SBS

MBC

JTBC

tvN

Tooniverse

KBS1

EBS

3.18

1.18

0.41

0.41

0.39

0.27

0.23

0.23

0.10

0.10

YT

FB

KBS2

SBS

MBC

JTBC

tvN

KBS1

MBC every1

MBN

1.74

1.52

1.22

1.09

0.96

0.99

0.86

0.45

0.35

0.34

SBS

KBS2

MBC

JTBC

tvN

YT

KBS1

MBN

OCN

채널A

2.00

1.96

1.85

1.56

1.17

0.97

0.97

0.68

0.65

0.63

KBS1

SBS

KBS2

MBC

JTBC

MBN

YT

tvN

TV조선

채널A

0.11

. . .

0.14

. . .

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2. TAR(TOTAL AD RATING)

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GLOBAL TAR

3rd Party

Data Providers

Nielsen Tag Nielsen Panel /

Mobile Survey

Nielsen Mediaview /

Reporting API

Nielsen Server

Demographics Viewability by Demographic

Match Tag Calibrate Report Count

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NIELSEN AD RATINGS

Canada Oct. 2017

US Launched Jun. 2017

UK, France, Germany Jan. 2018

Japan Oct. 2017

Youtube Mobile APP

Measurement

Digital

Ad

Ratings

Belgium

Brazil

Bulgaria

Canada

China

Czech Republic

Germany

Greece

Hong Kong

Hungary

India

Ireland

Japan

Malaysia

Netherlands

New Zealand

Norway

Poland

Puerto Rico

Singapore

South Africa

Spain

Taiwan

Turkey

UAE

+ Total

Ad

Ratings

Australia (2018)

France

Indonesia (2018)

Italy

Philippines

Thailand

Mexico

United Kingdom

United States

italics = service provided in conjunction with or through another party

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LOCAL TAR

디지털 및 3 스크린 Single Source 패널 기반

URL Tracking 및 ACR Technology

All Collected Ads

TV 패널 / Facebook Secure Matching

Audience Link

Selected Ads

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디지털 동영상 광고 노출 조사 방법

WHAT WHEN / WHERE

2) 닐슨 미터기를 통해 광고 시청 정보 수집

- PC : URL 패턴

- 모바일 : 오디오 DNA

1) 조사 패널 동영상 광고 시청 3) 모니터링을 거쳐 표준 상품 정보 등록

- 업종/광고주/상품

WHO

https://www.youtube.com/watch?v=flWiL5j9ouU

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ACR을 통한 시청기록 산출 프로세스

오디오 음원 파일 질의 데이터 (음역의 Peak값)

오디오DNA 추출기

오디오 DNA 추출기 내장

시청기록 산출

광고 수집

패널 단말

DNA DB

http://www.google.co.kr/url?sa=i&rct=j&q=shazam+spectrogram&source=images&cd=&cad=rja&docid=vCCRnJOV3JVjvM&tbnid=cT78o5FUQVVcnM:&ved=0CAUQjRw&url=http://stackoverflow.com/questions/tagged/spectrogram&ei=Z7TkUbyJBPCdiAfzqYCgCA&bvm=bv.48705608,d.aGc&psig=AFQjCNHGytW8RuiYqLnUVVWz4r8T-HJFdw&ust=1374029261919759

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SAMPLE CAMPAIGN REPORT

66.27

53.06

13.21

6.73

TV TV+YouTube

CAMPAIGN XX - CROSS PLATFORM REACH

Total Unique Audience (All People/07-69)

Total Reach

73.0%

6.73% incremental reach from digital

TV_only

Dup.

Inc.

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49.59

35.47

14.12

14.36

TV TV+YouTube


Target Unique Audience (People/13-29)

Total Reach

63.9%


TV_only

Dup.

Inc.

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15.80% incremental reach from digital 21.81% incremental reach from digital

44.51

31.83

12.68

15.80

케이블 케이블+YouTube

23.43 16.76

6.67

21.81

종편 종편+YouTube

Total Reach

45.2%

Total Reach

60.3%

TV_only

Dup.

Inc.

TV_only

Dup.

Inc.

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TOTAL CAMPAIGN REPORT

Average Target Unique Audience Reached


39.29 31.15

38.18

42.42

33.63

41.22

9.49

18.28

10.69

지상파 종편 케이블

10.69% incremental reach

from digital


from digital


from digital

Total Reach

91.2%

Total Reach

83.1%

Total Reach

90.1%

TV_only

Dup.

Inc.

1) 2018.1~2월 집행 광고대상

2) Youtube와 Facebook간의 상호비교는 방법론 및 측정대상 등이 다르기 때문에 직접 비교는 무의미합니다.

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FACEBOOK TAR 방법론

TV CAMPAIGN MEASURED VIA TAM

FACEBOOK

CAMPAIGN FACEBOOK LOG DATA

AUDIENCE LINK COMBINE TV&FACEBOOK

EXPOSURES

WEIGHT PANELISTS ARE

WEIGHTED TO

POPULATION

Securely match people across

TV panel and Facebook

TV Panel + Decoy Facebook

REPORTING ONLY-ONLY-BOTH

IMPRESSION & REACH

TV EXPOSURES Demographics

TV Consumption FACEBOOK EXPOSURES

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Unduplicated TV Reach

TV-Digital Duplicated Reach

Incremental Digital Reach

69.3% 61.5%

7.7%

8.9%

Television TV + Digital

CAMPAIGN YY – CROSS PLATFORM reach

Total Unique Audience (All People)

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CAMPAIGN YY – CROSS PLATFORM reach

Target Unique Audience (People 18 – 35)



TV-Digital Duplicated Reach

Incremental Digital Reach

57.6%

38.2%

19.4%

25.9%

Television TV + Digital

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CAMPAIGN YY – REACH BY TV Viewership

Target Audience (People 18 – 35)

Incremental Reach of 3 Million & Duplicated Reach of 1 Million through Facebook for Low TV Viewers

1M

2M

2M

136K

819K

1M 3M

High TV Viewership

Medium TV Viewership

Low TV Viewership

Incremental Online Reach

TV-Online Duplicated Reach


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AVERAGE OF 10 CAMPAIGNS

Target Reach 13-29 Reach

14,952,838

11,189,309

3,763,529

2,793,859

TV TV+Digital

TV TV&FB FB-only

3,394,294

11,558,544

5,150,095

1,427,293

TV FB

13-29 30 Above

22.7%

78.3%

19%

1) 2017. 10개 캠페인 평균

2) Youtube와 Facebook간의 상호비교는 방법론 및 측정대상 등이 다르기 때문에 직접 비교는 무의미합니다.

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CHALLENGE ON DIGITAL ADS

Validated, accredited third-party verification

Two of the world’s biggest advertisers are cutting

back on their digital ad spend

Transparency, Ad Fraud, Brand Safety

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3. BEYOND REACH

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BRAND LIFT(YT)

1) 출처 : www.thinkwithgoogle.com

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BRAND LIFT(FB)

Unexposed: No Facebook Exposure AND No

Past Day TV Exposure

TV

only

Facebook

only

Cross-

Platform

Exposed on TV

only

Total exposed

on TV and FB

Exposed on FB

only

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BRAND LIFT(FB) : SURVEY

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BRAND LIFT(FB) : METRICS

42%

55% 58%

65%

Control TV Only Facebook Only TV & Facebook

AD recall by Platform

Significant difference compared to Control at 90% confidence level

+13pts +16pts

+23pts

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SUMMARY THOUGHT

광고 집행 수준에 따른 비교 준거

Total TV vs. Digital Device / TV Channel(s) vs. Digital Platform/Channel

Cross-platform campaigns을 통해 TV로 접근하기 힘든 저연령층 Reach 확보

마케팅 목적 및 브랜드 특성에 맞는 디지털 채널 선택 및 지표 활용

Reach(Total/Digital/Incremental/Duplicaiton/On-Target/Segmentation), Impression, Frequency

Beyond Reach : 3R(Reach/Resonance/Reaction) approach

TV is still King. TV & Digital 상호 보완적 운용을 통한 Synergy 도출

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tv, youtube, facebook 측정 사례를 통해 - nielsen · 2019. 5. 29. · 83.1% total reach 90.1%...

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