How to use media measurement to prove audience reach and quality to advertisers.
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Media measurement Proving audience reach and quality to sceptical advertisers Sam Tomlinson, PwC Julian Flavin, Channel 4 March 2014
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Full video here: http://www.catchtalk.tv/events/digitalmediastrategies?video=how-to-use-media-measurement-to-prove-audience-reach-and-quality-to-advertisers-julian-flavin-channel-4 Sam Tomlinson is a director in PwC’s media assurance practice. He leads our award-winning assurance work on audience measurement and advertising effectiveness. Julian Flavin joined Channel 4 as a Viewer Insight Manager in 2013 where he works with the Data Science team to design and deliver solutions for a variety business areas e.g. Digital Sales, CRM, advertising operations and Finance. Prior to working at Channel 4 Julian was a Consultant at McKinsey & Co specialising in the use of data driven insight in Marketing & Sales projects and prior to that was a data and insight analyst for both Aimia and Capital One Bank.
Transcript of How to use media measurement to prove audience reach and quality to advertisers.
Media measurementProving audience reach and quality to sceptical advertisers
Sam Tomlinson, PwCJulian Flavin, Channel 4
March 2014
PwC
The growth of data
• Moore’s Law: chip performance doubles every 18-24 months
• IBM: “Every day, we create 2.5 quintillion bytes of data...90% of data in the world today has been created in the last two years”
• Disney: “In one year today, we generate more data than Walt Disney Co did in its first 80 years”
• Google: since 2010, acquired more than one company per week
• Every organisation wants to show it is harnessing the power of data....
PwC
The medium is not the message
Website
Smartphones
Tablet
PwC
Multi-platform audience
Smartphone app
Tablet appWeb
PwC
Evolution of the multi-platform audience
FT Average Daily Global Audience assured by PwC: print + web only
2009 Spring 2011 Autumn 2011 Spring 2012 Autumn 2012 2013..
FT / PwC ADGA:extended to cover print, web, tablet, smartphone
News Intl: Sun; Times;Sunday Times: Multi-Platform Audience assured by PwC
UBM Weekly Audience Measure assured by PwC: 3 titles
FT / PwC ADGA wins IAB Europe award;UBM / PwC WAM short-listed British Media Awards
Centaur MPA assured by PwC:6 titles
MPA wins British Media Awards May 2013
ABC: new B2B industry standard June 2013
International growth: Germany – spring 2013 Holland – autumn 2013 Others…?
PwC
Exhibitions and events
• Event marketing budgets growing >5% CAGR
• But <20% of exhibitors/sponsors satisfied with RoI/RoO metrics
• “Building a community”…who is this audience?
• …and what are they doing?
• Case studies
PwC
Not all eyeballs are equal
It starts with a single customer view
Who you are What you are
What you say What you do
Our statistical models convert ‘impressions’ into BARB audiences
PwC independently validated model accuracy
Models validated:ABC1 – 83% accuracy rateHousewife – 77% accuracy rate
Which delivers great value to advertisers
Impressive results compared to standard 4oD campaigns:
• Double the Click Through Rate (+109%)
• Uplifts in spontaneous ad awareness(+39%) and ad recognition (+67%)
• Double the uplift in Top of mind brand awareness (+11%)
Seven trial advertisers:
Any questions?
[email protected]+44 20 7804 0726www.pwc.co.uk/proveit
[email protected]+44 20 7306 8590
© 2014 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to PricewaterhouseCoopers LLP (a limited liability partnership
in the United Kingdom) which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity.
