delving deeper into viewer experiences - how combined date collection technologies can lead to more...
Post on 20-Aug-2015
140 Views
Preview:
TRANSCRIPT
May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW
Organized by
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW
Delving deeper into viewer experiences:
How combined data collection technologies can lead to more robust
Co-founder, Reality Mine Rolfe Swinton
Head of Analytics, Reality Mine Chris Shaw
www.realitymine.com @RealityMineTech
VP Director, Research, Spark SMG Adam Weiler
What we do – best of the different disciplines
Passive Data (Mobile / Tablet
/ Listening)
Emotional Data
(Behavioral)
Respondent Self-Report
Single Source
Road Tested eDiary
Where Media Activities Emotions With Whom
Life context … Cross-Media … Passive Mobile … UK & USA
2,500+ Person Nationally-Projectable Sample
Deep Insights Into Daily Life
Comprehensive And Granular
20 Self-Reported Locations
All Major Media
23 Activities including Path To Purchase
10 Social Settings
22 Emotional Mindsets
USA TouchPoints 2013, wave 4 data, September
Device
Connection Event Activity
Location
Advertising & Media
WiFi / Network
Speed / Strength
2G / 3G / 4G
Operating System / Model
Network
Battery / Charging
Browser / In-app Ads
Music, Video Creation /
Consumption
Ad Replacement
& A/B Testing
In / Out of Home & Specific
Locations
Behavioral Context
Event Triggers
Calls Made / Received
Detailed Web Usage
App Usage
SMS In/Out & Other IM
Formats
Now More Powerful With Hyper-Granular Passive Mobile
Active
Surveys Event based
triggers E-Diaries
RealityMine In Action
• Blending different types of data to enrich consumer profiles
• Combining real-time survey data, passively monitored mobile device data and demographic modelling
• Understanding how sports events can effect media behavior and impact advertising effectiveness
Data collected during NCAA March Madness between March 14-26 2014, with a sample size of 500 people, using USA TouchPoints with Passive and MediaTrak with Passive
Who are they watching with and where?
The majority of time spent watching March Madness was when people were alone and at their own home. 8% of the time, March Madness viewers were watching with a pet in the room!
USA TouchPoints 2014 data, March 14 to March 26
The best way to engage viewers throughout the day…
USA TouchPoints 2014 data, March 14 to March 26
How did advertising during March Madness games change your opinion of a brand?
Advertising during March Madness had a positive impact on brands, with the most obvious gain being that these brands seemed more nationally available and competitive.
What does their mobile home screen look like?
Skype is heavily used by March Madness viewers.
Yahoo Sports and ESPN Streak are used more by March Madness viewers, supplementing their viewing by reading news, analysis and prediction of results.
Candy Crush Saga ranked lower in people who watched the tournament than those that didn't.
The top news, weather and sport apps used by March Madness fans are all sport related apps.
USA TouchPoints 2014 data, March 14 to March 26
Mobile Web Search Queries? Sports
Internet searches by people watching March Madness shows sports during March Madness is on their minds.
Spark Media: Turning insight to action
We found out:
Everyone’s crazy about March Madness.
Engagement tips off bigtime before any teams take the court.
Mobile phones are a tourney viewer’s favorite companion
Content must aim at engaging, not just entertaining.
Social transcends social networks.
“Madness” is actually relaxing
84%
16%
TV Viewing – Mostly Live, But Considerable Amount of Streaming
Selection Sunday
First Four ® 18TH – 19TH
Second and Third Rounds 20TH – 23RD
Engagement Starts Early – TV Viewing
Excitement before the action starts!
Email has the largest share of engagement.
0
50
100
150
200
250
300
350
Mo
bile
En
gage
men
ts
Communications Capabilities
Viewer Non-Viewer
Conclusions
• Be aware that your target is just part of a larger audience.
• Consumers are interested and invested before the broadcast begins.
• Surround your target on multiple platforms including mobile, social and display to reinforce your on-air message
• Second screens may mean secondary content, so don’t limit your plan to just contextually relevant content
• Be a good host. Your target is tuning in to relax, so think about how to indulge them
Custom
• Ability to set up within 72 hours
• Live in 20 languages and over 30 countries
• We can launch projects on demand
– New projects can be live in 72 hours
– Can include:
• eDiary
• Passive Mobile & Tablet Metering
• MediaTrak Passive Listening
• Whole home measurement
• Behavior / location triggered surveys
Syndicated
• Life context and cross-media measured through TouchPoints eDiary accessible on iOS and Android devices
• Scalable sample
• 2,500, nationally representative sample sourced through online panels
– Passive mobile meter data
– Web management dashboard
– Online access back data
– Delivery of data to 3rd party processors
– Plans for sample growth - 5,000 by 2015; 20,000 by 2016
And Clients Can Use this On Custom or Syndicated Basis
9pm is peak time for playing CandyCrushSaga. 45% of people playing have stayed up past midnight to finish their game. 25% are still playing at 2am!
CandyCrushSaga – depriving a nation of sleep?!
USA TouchPoints 2014 data, March 14 to March 26
Thank You!
rolfes@realitymine.com Rolfe Swinton
chriss@realitymine.com Chris Shaw
www.realitymine.com @RealityMineTech
adam.weiler@sparksmg.com Adam Weiler
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW
May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW
Organized by
top related