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Firstly, the context: The landscape 2017
Ad spend per capita/year (forecast):
Linear TV €70 (€67)
Online video €20 (€15)
Online total €95 (€85)
Daily reach:
Linear TV = 64%.
Online video = 60%.
SVOD = 22%.
YouTube = 42%.
90%
91%
89%
67%
Screens/household = 9.
Age 9-99
Daily time spend:
Linear TV = 148 min.
Online video = 66 min.
SVOD = 16 min.
YouTube = 22 min.
Age 3-99 & 9-99
Source: IRM and MMS
Age 3-99 & 9-99
Secondly, The MMS Mission
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“To launch and maintain a fully accepted media currency covering all TV
and online video viewing on all platforms, screens and situations”
ATAWAD
(Any Time, Any Where, Any Device)
May 2011
Online VideoPrograms/clips
May 2014
Online VideoAds
December 2016
Online Video ads in Target Groups
June 2017
Pre-LaunchTotal Video
September 2017
Launch
Total Video
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Thirdly, MMS Road Map
Online Video - The Scope
Online Video - The Scope
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SDKs60+
apps & players
Daily control: - All players
- All apps- Fraud Control
- Cross check - ad server data
Daily matching viewing data - unique film codes:- All contents are matched with viewing data
Daily publishing: - MMS tools
- Other tools inthe market
Online Video – Daily data input
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July 2017: All advertising
Online Video – Daily data output
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July 2017: Coca Cola
Online Video – Daily data output
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July 2017: Media Agencies
Online Video – Daily data output
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Total TV and online video
However, we still have data silos!
Fourthly, MMS hybrid model
Total TV and video currency”Some bricks in the currency wall”
Nielsen GTAM Nielsen Streaming Meter
comScore SDK:s
comScore SDK:s
comScore SDK:s
Core Panel - Kantar
Reach Panel - Nepa
Sociodemographic info
Behavioral info
- Gender- Age- etc
- Online consumption
- TV consumption
- Claimed Online consumption
Sociodemographic info
Behavioral info
- Gender- Age- etc
- Online consumption
- TV consumption
- Claimed TV consumption
TV panelists Online panelists
Fused panel
The fusion
- Statistical matching – every panelist
- Basered on consumption and behavioral info
Sociodemographici nfo
- Gender- Age- etc
- Online consumption
- TV consumption
Behavioral info
Total TV and video currencyThe fusion built together with GfK
Copy code
The video ad is delivered to the publicist that then ad the film in there ad server booking system. As a key we have the copy code
Total TV and video currency”The glue”
Total TV and video currencySome preliminary results:
Coca Cola campaign reach
539671
459181
580951 590320
0
100000
200000
300000
400000
500000
600000
700000
M 3-34 W 3-34
TV TV+ONLINE
Incremental reach
8 %
29 %
Total TV and video currencySome preliminary results:
TUI campaign reach
828721
927359
848988
963246
0
200000
400000
600000
800000
1000000
1200000
M 35-54 W 35-54
TV TV+ONLINE
Incremental reach
2 %
4 %
Finally, is this relevant for Africa?
Alt. 1 – Set up a JIC and build Your model
I think so, what do You think?
Alt. 2 – Using RPD and a router meter data
Alt. 3 – Using Ad server data - modelling with survey data
What more alternatives do You see?
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Thanks!