big data: the data-driven media plan · comcast media 360. what is “big data”? dan stein...
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BIG DATA:
The Data-Driven
Media Plan
Helen KatzSVP, Director of Research
Starcom Mediavest Group
Dan SteinSenior Vice President
Crossix Solutions
Andrew WardGroup Vice President
Comcast Media 360
What is “Big Data”?
Dan Stein
Crossix Solutions
How are marketers
using Big Data to
make campaigns
more effective?
Helen Katz
Starcom Mediavest Group
Can you give us
examples of third
party data?
Dan Stein
Crossix Solutions
What is
addressable
advertising and its
relationship to big
data?
Helen Katz
Starcom Mediavest Group
How can data be
used to identify
“high-propensity
zones”?
Andrew Ward
Comcast Media 360
Single Source CPG Ad Effectiveness Partnership Model
Name/Address File(24MM HH’s)
Trusted 3rd Party
HH Level CommercialAd Exposure Data
ROI Insights(3rd Party Analytics Provider)
1
Single Source CPG Ad Effectiveness Partnership Model
Name/Address File(24MM HH’s)
Catalina Shopper Data(60MM HH’s)
Trusted 3rd Party
HH Level CommercialAd Exposure Data
ROI Insights(3rd Party Analytics Provider)
1
2
Single Source CPG Ad Effectiveness Partnership Model
Name/Address File(24MM HH’s)
Catalina Shopper Data(60MM HH’s)
Trusted 3rd Party
Targeted Delivery of TV/Online messages to
Brand Geography
HH Level CommercialAd Exposure Data
ROI Insights(3rd Party Analytics Provider)
1
2
3
Single Source CPG Ad Effectiveness Partnership Model
Name/Address File(24MM HH’s)
Catalina Shopper Data(60MM HH’s)
Trusted 3rd Party
Targeted Delivery of TV/Online messages to
Brand Geography
HH Level CommercialAd Exposure Data
ROI Insights(3rd Party Analytics Provider)
1
2
3
4
Single Source CPG Ad Effectiveness Partnership Model
Name/Address File(24MM HH’s)
Catalina Shopper Data(60MM HH’s)
Trusted 3rd Party
Targeted Delivery of TV/Online messages to
Brand Geography
HH Level CommercialAd Exposure Data
ROI Insights(3rd Party Analytics Provider)
1
2
3
4
5
Single Source CPG Ad Effectiveness Partnership Model
Name/Address File(24MM HH’s)
Catalina Shopper Data(60MM HH’s)
Trusted 3rd Party
Targeted Delivery of TV/Online messages to
Brand Geography
HH Level CommercialAd Exposure Data
ROI Insights(3rd Party Analytics Provider)
1
2
3
4
6
5
Andrew Ward
Comcast Media 360
“In 2001, Google’s Eric Schmidt claimed that,
“From the dawn of civilization until 2003,
humankind generated five exabytes of data.
Now we produce the same amount every……”
o500 years
oDecade
oYear
oTwo Days
Poll Question:
Hint: One exabyte=1,000,000,000,000,000,000 bytes
Do consumers
benefit from
receiving hyper-
targeted
commercials?
Helen Katz
Starcom Mediavest Group
How do Consumer
Health Portraits
help Crossix clients
plan their media
and messaging?
Dan Stein
Crossix Solutions
Helen Katz
Starcom Mediavest Group
Many questions about cross-platform
�Consumers increasingly in control of their media
Challenge for audience measurementConsumers moving across screens/media
�Audience measurement still works largely in silos– TV
– Digital• Online
• Mobile
• Tablet
– Print• Etc.
�Need more insight into ad impact across platforms
SMG undertook 3 trials to assess cross-platform impactIn partnership with Comcast Media 360
� 3 SMG advertisers
�Multi-screen program– Targeted
– Interactive
– Measurable
�Customized research program with each trial
Worked with multiple research companies
Company
� Allant
� Bluefin
� comScore
� TRA/dunnHumby
� Vision Critical
� + Experian
Role
� Commercial exposure
� Social commentary
� Digital measurement/ROI
� Shopper measurement/ROI
� Attitudinal impact
� Data matching
1. Consumer Packaged Goods
The Big Questions
� Can TV’s actual impact on sales be quantified?
� Can targeted TV drive better results than network TV alone?
� What is the sales impact of TV + digital?
� Is there a cross-platform impact on consumer attitudes?
Methodology
� Shopper data matched to Comcast subscribers (at HH level)– 3.4 million HHs matched
� 88 ad zones selected based on higher CDI/BDI indices for brand– 735,000 HHs matched within zones
• Cable TV ads and xfinity.com ads only delivered in these zones
�Pre-post campaign analysis
Campaign specs
� 1 TV ad, 2 digital ads– Pre-period: 52 weeks prior to exposure
– 5 week campaign
– 4 week post-campaign
� 16 networks
�Pre-roll video/In Banner video
Sales results were impressive
� Sales lift highest among HHs exposed to both TV and digital
� Campaign produced + 20% uplift in sales in first 4 weeks among those exposed– +51% incremental sales through 15 weeks after last ad exposure
Differential media impact on sales
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV only Digital only
Existing buyer New to category New to brand
More from new
customers
More from current
customers
Conducted survey to assess attitudinal response
� Pre-post test vs. control design
� Survey sent to Comcast Advisors panel– 18,000 panelists randomly recruited from Comcast ISP subscribers
– Panelists geographically and demographically representative of Comcast Internet customers
– Panelists opt-in to participate in marketing research studies (online surveys) and are compensated for their participation (monthly raffle)
� Test: 972 completes
� Control: 990 completes
Consumer Package GoodsAmong those exposed to brand’s ads..
� Significant increase in ad recall
� Significant increase in Brand affinity (Love/Like a Lot) – No change for other competitive brands
• Similar Pre to Post lift in “likelihood to recommend brand to a friend” among both the Test and Control cells
• Significant increase in Pre-to-Post “Intent to purchase” (Top 2 box)
• Not seen for competitive brands
Poll Results:
“In 2001, Google’s Eric Schmidt claimed that,
“From the dawn of civilization until 2003,
humankind generated five exabytes of data.
Now we produce the same amount every……”
o500 years
oDecade
oYear
oTwo Days
According to a recent Digital Advertising
Alliance poll of 1000 consumers, what percent
say they’d like at least some ads to be tailored
to their interests?
o34%
o52%
o70%
o96%
Poll Question:
How can data be
used in the back-
end analysis of a
campaign?
Dan Stein
Crossix Solutions
What impact do
you see multi-
platform campaigns
having on campaign
results?
Helen Katz
Starcom Mediavest Group
Will we one day be
able to target by
household?
Andrew Ward
Comcast Media 360
Is the industry
going to see
increased use of big
data for media
planning in the next
few years?
Dan Stein
Crossix Solutions
Poll Results:
According to a recent Digital Advertising
Alliance poll of 1000 consumers, what percent
say they’d like at least some ads to be tailored
to their interests?
o34%
o52%
o70%
o96%
Source: Ad Week, “Targeted Advertising is Not the Bogeyman,” April 18, 2013
BIG DATA:
The Data-Driven
Media Plan
www.comcastspotlight.com/takefive
Wed., October 30, 2PM ET
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