media futures launch august 16 2013
DESCRIPTION
Video Introduction http://www.youtube.com/watch?v=SnvM3339Wgc&feature=share&list=UUJ3tqGIFI-uzSQ8OausWZZwTRANSCRIPT
Media Futures
16th August 2013
Speed to Market
Big Data Integration
Trending
Unlocking Granularity
Speed to Market
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Speed To Market: what agencies say…
Twitter @roymorganonline
“To make the headlines and be able to leverage the data for PR, it (Roy Morgan Media Data) needs to come out faster”
“Being more timely…can only assist in the right hands being able to sell up to a better price, better yield”
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Monthly Advertiser Databases
Preliminary Databases 10
Days
Media Databases 2 Weeks Early
Database Downloads
Further
Reductions
Total 3 weeks+
Cloud Services & Monthly Updates
Speed To Market: the Roadmap
Twitter @roymorganonline
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June media databases available today – 2 weeks earlier
New release schedule to be issued
Cloud based delivery trials from Q4 2013
Monthly data releases available for Q1 2014
Twitter @roymorganonline
Speed to Market: what does it mean?
Unlocking Granularity
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“Excellent for trending, understanding seasonality, econometric modelling across so many variables”
“Vital to have, due to the very volatile landscape of the market”
“The ability to look at readership using monthly filters…is a great step forward in better understanding the fluctuation of audience month to month”
“It will provide increased accountability to clients investing in the medium [print] and give greater confidence in ROI”
Twitter @roymorganonline
Granularity: what agencies say…
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Media
Databases
12 month
Aggregate
Sectional
Regional / Communities
Digital Editions
Mobile & Engagement
Media
Databases
Monthly
Breaks
Granularity: the Roadmap
Twitter @roymorganonline
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To Date:
12 month moving average released quarterly
September 30, 2013:
Media & Agency workshop on monthly media guidelines
Monthly breaks release quarterly
From Q1 2014:
12 month moving average released monthly
Monthly break released monthly
Twitter @roymorganonline
Granularity: what does it mean?
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Coles
Woolworths
Wh
ere
Mai
nly
Sh
op
pe
d
%
2011 By Month 2012
Example 1: Masterchef
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2011 By Month 2012
Wh
ere
Mai
nly
Sh
op
pe
d
%
Especially Choose to Watch Masterchef
Coles
Woolworths
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Wh
ere
Mai
nly
Sh
op
pe
d
%
Especially Choose to Watch Masterchef
Coles
Woolworths
2011 By Month 2012
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Example 2: Magazine Readership by Women
Woman’s Day
New Idea
Rea
de
rsh
ip
%
2011 By Month 2012
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Magazine Readership by Women
Woman’s Day
New Idea
Rea
de
rsh
ip
%
2011 By Month 2012
Royal Wedding
Monaco Wedding Special
Jennifer Aniston
Wedding
Woman’s Princess Mary
Royal Baby & Royals
Royal Baby
Prank Call Kim and Kanye
Baby
Trending
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“For trending and econometric work you really need at least three (ideally five) years of data to understand things like seasonality and the impact of significant events like birth of a new royal, Olympic games etc”
“Biggest initial benefit is seasonality and trending….to see where the real peaks and toughs are, and in what quantum these occur”
“Immediate benefits are likely to be realised at the planning phase. Media Planners now have the ability to look at seasonality of readership...and how audience composition shifts - eg are there more men reading Magazine X over summer? Does it skew younger or older at different times of year?
Trending: what agencies say…
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12 Month Media & Product
Multi-Year Media Only
Databases
5 Year Full Media & Product
Cumulative Databases by
Month Part
Long Term Trending Data
e.g Readership
30+ years
Trending: the Roadmap
Twitter @roymorganonline
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Cider Consumption C
ider
Co
nsu
mp
tio
n
%
2009 2010 2011 2012
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Cider Consumption C
ider
Co
nsu
mp
tio
n
%
2009 2010 2011 2012
Summer
Summer
Summer
Summer
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September 30:
5 year cumulative product and media database
Opportunity to upgrade back-data
Twitter @roymorganonline
Trending: what does it mean?
Big Data Integration
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“An API that allows for seamless integration between the planning module within Asteroid and into agency buying systems is also beneficial… carrying across titles, rates, audience, positioning etc”
“Clients have a lot of data, but much of it is unorganised and grey data. We need to put a lens on the people making purchase decisions and at the same time have visibility of the competitive landscape.” “An enriched view of client databases that are typically limited to gender, age and address would help make better strategic decisions around creative, targeted messaging and channel selection.”
Big Data Integration : what agencies say…
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ASTEROID
&
Customisation
API
Integration
Full Integration
Dashboards
Web Based
ASTEROID
Big Data & Integration : the Roadmap
Twitter @roymorganonline
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August 16:
Helix Personas from today – Formal launch in Q4, 2013
API capabilities
From Q1
Dashboard delivery
Full data Integration
Twitter @roymorganonline
Big Data Integration: what does it mean?
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Speed to Market with the latest media databases available today
Move to cloud based updates, delivery & dashboards
For the first time, monthly breaks in media databases
Long-term, cumulative database for trending
Helix PersonasTM launching Q4 2013
Total flexibility to integrate Roy Morgan Research data into proprietary systems
Summary