the new advanced ambient media...
TRANSCRIPT
T + 3 1 ( 0 ) 7 1 8 8 8 0 9 0 0 O S i s a l b a a n 5 a , 2 3 5 2 A Z L e i d e r d o r pE i n f o @ b e a t g r i d m e d i a . c o m W w w w . b e a t g r i d m e d i a . c o m N e t h e r l a n d s
The New Advanced
Ambient Media Meter.
Daniel Tjondronegoro Co-founder Beatgrid Media
February 2017, IIeX EU, Amsterdam
NEW
AMBIENT CONTENT RECOGNITION
TECHNOLOGY
TV & Video Radio OOH Store traffic
Single SourceCross Media Measurement
THE CHALLENGE OF CROSS MEDIA
MEASUREMENT
Share of ad spend by medium
Source: ZenithOptimedia
CLEAR
CROSS PLATFORM
MEASUREMENT
A Revolutionary
Passive Ambient Media Meter
Geo-fencing
BEATGRID ADVANCEDGEO LOCATION TECHNOLOGY
Beacons
GPS
HOW IT WORKS
“Start with the
customer experience
and work backwards to
the technology”
.
A new benchmark for
Automatic Content Recognition
For cross media metering
100% Passive background mode
8x more accurate than other technologies in several benchmark tests
1% battery usage
1:1Measurement
Effect of Sponsorships & Promotions
VS
Regular Airtime
Impact of combined exposure is clear
0
10
20
30
Non Exposed Airtime Exposed Airtime OR S&P Exposed
+12%
+14%
+5%
+20%
Impact of S&P continues with Consideration scores
"Yes, I would consider…”
0
10
20
30
40
Breakdown Cover Car Insurance
Non Exposed Airtime Exposed Airtime OR S&P Exposed
+6%
+10%
Frequency re-enforces positive perceptions
Non Exposed1-67-1212+
+13%
+11% +24%
1-6 versus 12+% uplifts
Case study results Q3 + Q4 2016
Australia’s most sophisticated brand & advertising tracker
Beatgrid exposurealigned better with GRP’S than survey based recall
48% 49%
54%51% 50%
55%
43%
55% 56%
25% 26% 24%
11%
6%9%
19% 19% 20%
3%
25%
33% 39% 41% 42%44%
47%
49%
51% 51%
W1 01/08 W2 08/08 W3 15/08 W4 22/08 W5 29/08 W6 05/09 W7 12/09 W8 19/09 W9 26/09 W10 03/10
Weekly Recall Discrete Exposure Cumulative ExposureRecall (Brand & Advertising survey) & Exposure (Beatgrid)
Rio Olympics
362 334 129 89 68 117
TVC TARPs
Exposure of social media video surpassing recall
9%11%
12%12%
9%10% 10%
12%
9%8%
10%
12% 14%15%
17% 17% 18%
18%18%
W1 01/08 W2 08/08 W3 15/08 W4 22/08 W5 29/08 W6 05/09 W7 12/09 W8 19/09 W9 26/09 W10 03/10
Survey based Recall Beatgrid Exposure
Recognition & Exposure
Social media video advertising
Rio Olympics
Cost Per Exposure & Average Frequency
Campaign / Media Exposure % Cost per Exposure Average Frequency
L3 Olympics Total 25% $0.44 6.9
L3 Olympics TVC 21% $0.31 5.3
L3 Olympics Online Video 8% $0.57 5.3
L1 Brand Campaign Total 45% $ 0.23 9.1
L1 Brand Campaign TVC 39% $0.20 8.5
L1 Brand Campaign Social / Online Video 17% $0.16 4.6
L4 Campaign 1 Total 34% $0.32 9.0
L4 Campaign 1 TVC / Online Video 27% $0.33 8.4
L4 Campaign 1 Radio 12% $0.18 6.6
L4 Campaign 2 TVC / Online Video 20% $0.38 6.9
L2 TVC / Online Video 51% $0.41 10.7
Subconscious exposure worked as well as conscious exposure
49%51%
Baseline
Not exposed, Not recognised
Subconscious consumption
Exposed, not recognised
Conscious Consumption
Exposed and recognised
Campaign (L1) 76% 69% 82%
Campaign (L2) 72% 77% 78%
Consideration – CUSTOMERS
Consideration – NON CUSTOMERS
Baseline
Not exposed, Not recognised
Subconscious consumption
Exposed, not recognised
Conscious Consumption
Exposed and recognised
Campaign (L1) 27% 40% 39%
Campaign (L2) 34% 30% 26%
Level 1
Brand
Level 2
Brand + Key differentiator
Level 3
Brand + Other differentiators
Level 4
Commercial Offers
Understand Media ROI per marketing
communication level
Each level incremental impact on
conversion
Ad spend was optimized to increase
performance on all levels
Optimized media spend per communication level
Are big brands ready to leverage more
efficient analytics processes?
“When you have the right Technology
that gives you more accurate information at the right time,
it enables you to manage your resources extremely efficient.”
+
+
+BEATGRID METER APP
Path
Brand Lift
Store traffic
Purchase
Media-to
R E S U L T S
The Full Picture
PURCHASE
STORE TRAFFIC
BRAND LIFT
1.Single source cross media touch points
2.Guard rail evaluation of media deployment
3.Understand incremental effect on other media
4.Understand effect per channel on:
Brand lift
Store traffic
Purchase
Value
The Opportunity
Media spend with higher effect
