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김연우 상무
미디어조사본부, 닐슨코리아
[email protected] / 010-8896-0429
TV, YOUTUBE, FACEBOOK 측정 사례를 통해 살펴본 통합광고효과 측정의 현위치와 향후 과제 FACEBOOK/YOUTUBE 중심으로 본 디지털 미디어 소비행태 및 광고효과 측정 비교
mailto:[email protected]
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“디지털과 TV 광고 어떤 게 나을까?”
“근데, 왜 내눈엔 광고가 잘 안 보이지?”
“디지털 광고의 노출 대비 효과는 있는 건가?
“디지털 광고의 노출/도달이 이렇게 많은가?”
“타겟팅이 우리 브랜드에 어느 정도 필요한가?”
“디지털 광고에 올인할까?”
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1. 디바이스/플랫폼/채널 비교
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월이용시간(분)
DEVICE 이용 비교
1) 2018.3월 닐슨 온라인/TV 데이터
2) 모바일 : Android 사용자 기준
TV/PC/Mobile 일평균이용시간
3:26 0:39 3:50 이용자 기준 평균이용시간
3:10 0:28 2:41 모집단 기준 평균이용시간
월이용자수(명)
43,643,425 모집단(07~69세)
257,488,206,205 38,375,010,463 218,292,478,530
40,217,517 31,460,084 30,639,691
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DEVICE 이용 비교
1) 2018.3월 닐슨 온라인/TV 데이터
2) iOS 사용자 사용시간 추정 - ’18년 1Q 기초조사 Android/iOS 비율 반영
TV/PC/Mobile 모집단 기준 일평균이용시간
2:41
3:10
0:28
3:20
TV PC Mobile
1:17
0:58
2:16
3:42
4:38
5:49
2:30
5:14
4:34
3:39 2:53
1:34
07~18 19~29 30~39 40~49 50~59 60~69
TV PC Mobile
개인 전체 연령별
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PLATFORM 차원 비교
1) 2018.3월 닐슨 온라인/TV 데이터
2) iOS 사용자 사용시간 추정 - ’18년 1Q 기초조사 Android/iOS 비율 반영
3) 시청률 = 월총시청시간/모집단*1440분*31일
모집단 : 43,643,425
이용자수 총이용시간 (백만분)
17,520,728
34,405,301
40,217,517
7,415
30,925
257,488 92%
78%
40%
시청률
13.22%
1.59%
0.38%
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PLATFORM 차원 비교(연령대별)
1) 2018.3월 닐슨 온라인/TV 데이터
2) iOS 사용자 사용시간 추정 - ’18년 1Q 기초조사 Android/iOS 비율 반영
3) 연령대별 시청률 = 연령대별 월총시청시간/연령대 모집단*1440분*31일
이용자수 시청률
10대 20대 30대 40대 50대 60대
TV YouTube Facebook
5.40 4.06
9.50
15.44
19.33
24.25
2.81 3.18
0.55 1.18
10대 20대 30대 40대 50대 60대
TV YouTube Facebook
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CHANNEL 차원 비교
1) 2018.3월 닐슨 온라인/TV 데이터
2) iOS 사용자 사용시간 추정 - ’18년 1Q 기초조사 Android/iOS 비율 반영
30,925
25,864 24,533
7,415
YT KBS1 SBS KBS2 MBC JTBC MBN tvN FB TV조선 채널A 연합뉴스TV YTN
(단위 : 총이용시간 백만분, 시청률%)
1.59%
0.38%
1.33%
07~69세
1.26%
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CHANNEL 차원 비교(연령대별)
10대 20대 40대 50대
2.81
0.55
0.53
0.47
0.38
0.29
0.28
0.22
0.20
0.12
YT
FB
KBS2
SBS
MBC
JTBC
tvN
Tooniverse
KBS1
EBS
3.18
1.18
0.41
0.41
0.39
0.27
0.23
0.23
0.10
0.10
YT
FB
KBS2
SBS
MBC
JTBC
tvN
KBS1
MBC every1
MBN
1.74
1.52
1.22
1.09
0.96
0.99
0.86
0.45
0.35
0.34
SBS
KBS2
MBC
JTBC
tvN
YT
KBS1
MBN
OCN
채널A
2.00
1.96
1.85
1.56
1.17
0.97
0.97
0.68
0.65
0.63
KBS1
SBS
KBS2
MBC
JTBC
MBN
YT
tvN
TV조선
채널A
0.11
. . .
0.14
. . .
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2. TAR(TOTAL AD RATING)
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GLOBAL TAR
3rd Party
Data Providers
Nielsen Tag Nielsen Panel /
Mobile Survey
Nielsen Mediaview /
Reporting API
Nielsen Server
Demographics Viewability by Demographic
Match Tag Calibrate Report Count
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NIELSEN AD RATINGS
Canada Oct. 2017
US Launched Jun. 2017
UK, France, Germany Jan. 2018
Japan Oct. 2017
Youtube Mobile APP
Measurement
Digital
Ad
Ratings
Belgium
Brazil
Bulgaria
Canada
China
Czech Republic
Germany
Greece
Hong Kong
Hungary
India
Ireland
Japan
Malaysia
Netherlands
New Zealand
Norway
Poland
Puerto Rico
Singapore
South Africa
Spain
Taiwan
Turkey
UAE
+ Total
Ad
Ratings
Australia (2018)
France
Indonesia (2018)
Italy
Philippines
Thailand
Mexico
United Kingdom
United States
italics = service provided in conjunction with or through another party
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LOCAL TAR
디지털 및 3 스크린 Single Source 패널 기반
URL Tracking 및 ACR Technology
All Collected Ads
TV 패널 / Facebook Secure Matching
Audience Link
Selected Ads
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디지털 동영상 광고 노출 조사 방법
WHAT WHEN / WHERE
2) 닐슨 미터기를 통해 광고 시청 정보 수집
- PC : URL 패턴
- 모바일 : 오디오 DNA
1) 조사 패널 동영상 광고 시청 3) 모니터링을 거쳐 표준 상품 정보 등록
- 업종/광고주/상품
WHO
https://www.youtube.com/watch?v=flWiL5j9ouU
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ACR을 통한 시청기록 산출 프로세스
오디오 음원 파일 질의 데이터 (음역의 Peak값)
오디오DNA 추출기
오디오 DNA 추출기 내장
시청기록 산출
광고 수집
패널 단말
DNA DB
http://www.google.co.kr/url?sa=i&rct=j&q=shazam+spectrogram&source=images&cd=&cad=rja&docid=vCCRnJOV3JVjvM&tbnid=cT78o5FUQVVcnM:&ved=0CAUQjRw&url=http://stackoverflow.com/questions/tagged/spectrogram&ei=Z7TkUbyJBPCdiAfzqYCgCA&bvm=bv.48705608,d.aGc&psig=AFQjCNHGytW8RuiYqLnUVVWz4r8T-HJFdw&ust=1374029261919759
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SAMPLE CAMPAIGN REPORT
66.27
53.06
13.21
6.73
TV TV+YouTube
CAMPAIGN XX - CROSS PLATFORM REACH
Total Unique Audience (All People/07-69)
Total Reach
73.0%
6.73% incremental reach from digital
TV_only
Dup.
Inc.
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SAMPLE CAMPAIGN REPORT
49.59
35.47
14.12
14.36
TV TV+YouTube
CAMPAIGN XX - CROSS PLATFORM REACH
Target Unique Audience (People/13-29)
Total Reach
63.9%
14.36% incremental reach from digital
TV_only
Dup.
Inc.
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SAMPLE CAMPAIGN REPORT
CAMPAIGN XX - CROSS PLATFORM REACH
Target Unique Audience (People/13-29)
15.80% incremental reach from digital 21.81% incremental reach from digital
44.51
31.83
12.68
15.80
케이블 케이블+YouTube
23.43 16.76
6.67
21.81
종편 종편+YouTube
Total Reach
45.2%
Total Reach
60.3%
TV_only
Dup.
Inc.
TV_only
Dup.
Inc.
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TOTAL CAMPAIGN REPORT
Average Target Unique Audience Reached
Target Unique Audience (People/13-29)
39.29 31.15
38.18
42.42
33.63
41.22
9.49
18.28
10.69
지상파 종편 케이블
10.69% incremental reach
from digital
18.28% incremental reach
from digital
9.49% incremental reach
from digital
Total Reach
91.2%
Total Reach
83.1%
Total Reach
90.1%
TV_only
Dup.
Inc.
1) 2018.1~2월 집행 광고대상
2) Youtube와 Facebook간의 상호비교는 방법론 및 측정대상 등이 다르기 때문에 직접 비교는 무의미합니다.
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FACEBOOK TAR 방법론
TV CAMPAIGN MEASURED VIA TAM
CAMPAIGN FACEBOOK LOG DATA
AUDIENCE LINK COMBINE TV&FACEBOOK
EXPOSURES
WEIGHT PANELISTS ARE
WEIGHTED TO
POPULATION
Securely match people across
TV panel and Facebook
TV Panel + Decoy Facebook
REPORTING ONLY-ONLY-BOTH
IMPRESSION & REACH
TV EXPOSURES Demographics
TV Consumption FACEBOOK EXPOSURES
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SAMPLE CAMPAIGN REPORT
8.9% incremental reach from digital
Unduplicated TV Reach
TV-Digital Duplicated Reach
Incremental Digital Reach
69.3% 61.5%
7.7%
8.9%
Television TV + Digital
CAMPAIGN YY – CROSS PLATFORM reach
Total Unique Audience (All People)
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SAMPLE CAMPAIGN REPORT
CAMPAIGN YY – CROSS PLATFORM reach
Target Unique Audience (People 18 – 35)
25.9% incremental reach from digital
Unduplicated TV Reach
TV-Digital Duplicated Reach
Incremental Digital Reach
57.6%
38.2%
19.4%
25.9%
Television TV + Digital
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SAMPLE CAMPAIGN REPORT
CAMPAIGN YY – REACH BY TV Viewership
Target Audience (People 18 – 35)
Incremental Reach of 3 Million & Duplicated Reach of 1 Million through Facebook for Low TV Viewers
1M
2M
2M
136K
819K
1M 3M
High TV Viewership
Medium TV Viewership
Low TV Viewership
Incremental Online Reach
TV-Online Duplicated Reach
Unduplicated TV Reach
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AVERAGE OF 10 CAMPAIGNS
Target Reach 13-29 Reach
14,952,838
11,189,309
3,763,529
2,793,859
TV TV+Digital
TV TV&FB FB-only
3,394,294
11,558,544
5,150,095
1,427,293
TV FB
13-29 30 Above
22.7%
78.3%
19%
1) 2017. 10개 캠페인 평균
2) Youtube와 Facebook간의 상호비교는 방법론 및 측정대상 등이 다르기 때문에 직접 비교는 무의미합니다.
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CHALLENGE ON DIGITAL ADS
Validated, accredited third-party verification
Two of the world’s biggest advertisers are cutting
back on their digital ad spend
Transparency, Ad Fraud, Brand Safety
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3. BEYOND REACH
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BRAND LIFT(YT)
1) 출처 : www.thinkwithgoogle.com
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BRAND LIFT(FB)
Unexposed: No Facebook Exposure AND No
Past Day TV Exposure
TV
only
only
Cross-
Platform
Exposed on TV
only
Total exposed
on TV and FB
Exposed on FB
only
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BRAND LIFT(FB) : SURVEY
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BRAND LIFT(FB) : METRICS
42%
55% 58%
65%
Control TV Only Facebook Only TV & Facebook
AD recall by Platform
Significant difference compared to Control at 90% confidence level
+13pts +16pts
+23pts
34 Co
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18
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SUMMARY THOUGHT
광고 집행 수준에 따른 비교 준거
Total TV vs. Digital Device / TV Channel(s) vs. Digital Platform/Channel
Cross-platform campaigns을 통해 TV로 접근하기 힘든 저연령층 Reach 확보
마케팅 목적 및 브랜드 특성에 맞는 디지털 채널 선택 및 지표 활용
Reach(Total/Digital/Incremental/Duplicaiton/On-Target/Segmentation), Impression, Frequency
Beyond Reach : 3R(Reach/Resonance/Reaction) approach
TV is still King. TV & Digital 상호 보완적 운용을 통한 Synergy 도출
타겟이 명확하고 좁고 젊을 경우, TV대비 Digital On-Target Reach 효율적
35 Co
pyrigh
t ©
20
17
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en
Com
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ny (
US
), L
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on
fide
ntia
l a
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prie
tary
. D
o n
ot d
istr
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김연우 상무
미디어조사본부, 닐슨코리아
[email protected] / 010-8896-0429
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