digital social and new tv luiss2016
TRANSCRIPT
NIELSEN
@NielsenItaly
@Stefarusso
New metrics to represent a new scenario
Roma, marzo 2016
AGENDA
NIELSEN
FOOTPRINT AND SOLUTIONS
SOCIAL TV
DEFINITIONS, PLAYERS, METRICS, BEST PRACTICES
SOCIAL CONTER RATINGS
THE FIRST HOLISTIC SOLUTION FOR SOCIAL TV
SCENARIO
BIG DATA AND FRAGMENTATION
Co
py
rig
ht
©2
01
4 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
3I valori riportati si riferiscono a dati Nielsen Company con range temporale dal 11 gennaio al 17 gennaio 2016 (Nielsen Linear Time).
NIELSEN FOOTPRINT AND MISSION
Founded in 1923, today in +100 countries around the wrold
…We study consumers in more than 100
countries to give you the most complete
view of trends and habits worldwide.
… we’re constantly evolving, not only in terms
of where we measure, or who we measure,
but in how our insights can help you drive
profitable growth.
Co
py
rig
ht
©2
01
4 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
4I valori riportati si riferiscono a dati Nielsen Company con range temporale dal 11 gennaio al 17 gennaio 2016 (Nielsen Linear Time).
ConsumerResearch
Consumer & Retail Tracking
Bases(Innovation Development)
TV Audience Measurement
WATCH BUY
In StoreObservation
Online Measurement
(Web/Mobile Media Tracking Reach cross platform)
Advertising Intelligence
NIELSEN SOLUTIONS AVAILABLE IN ITALY
Data Fusion – Integration – Ad Hoc Analysis
Social Tv Measurement
Media Analytcs
And cross platform
THE MARKETPLACE IS INCREASINGLY COMPLEX
Linear vs non linear
Fragmentation
Real Time
Always On
ROPORTBSocial Media
THE HUMAN FACE OF BIG DATA
DRIVERS OF CHANGE OVER THE LAST 20 YEARS
Technology/Digital
Economy
Globalization
Co
py
rig
ht
©2
01
4 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
7I valori riportati si riferiscono a dati Nielsen Company con range temporale dal 11 gennaio al 17 gennaio 2016 (Nielsen Linear Time).
PEOPLE ARE MULTITASKING
OF
SMARTPHONE
OWNERS USE
DEVICE WHILE
WATCHING TV
OF TABLET OWNERS USE DEVICE WHILE
WATCHING TV
TIME SPENT ON WATCHING VIDEO ONLINE &
MOBILE (OF TOTAL WATCHING TIME)
OWN A SMARTPHONE
OWN A
TABLET24%
64%
49%
40%
1%
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
PRE-STORE IN-STORE PURCHASEDEMAND/NEEDS LOYALTY
THE NEW PATH TO PURCHASE
Co
py
rig
ht
©2
01
4 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
9I valori riportati si riferiscono a dati Nielsen Company con range temporale dal 11 gennaio al 17 gennaio 2016 (Nielsen Linear Time).
0
2.000.000
4.000.000
6.000.000
8.000.000
10.000.000
12.000.000
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
valori nominali valori a prezzi 1990
‘92-’00 ‘00-’08 ‘08-’15
Fattori economici e spinta tecnologica hanno determinato un assestamento
su una nuova dimensione di investimento.
INVESTIMENTI PUBBLICITARI DAGLI ANNI 90 (X1.000€)
Stima AdEx del mercato pubblicitario – incluse tutte le tipologie pubblicitarie
WWW SEARCH
SUBPRIMEBolla Internet
+11/9
Co
py
rig
ht
©2
01
4 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
10
LA DISTRIBUZIONE DELL’ADVERTISING FRA I MEDIA
DAGLI ANNI 90
Adv per mezzo 1990
2%
5%25%
18%
50%
TV RADIO QUOTIDIANI
PERIODICI AFFISSIONI
Adv per mezzo 2000
5%
18%
3%17%
57%
TV RADIO QUOTIDIANI
PERIODICI AFFISSIONE
3,2 miliardi di € 7,0 miliardi di €
Fonte: BD AdEx, Nielsen. Investimenti in commerciale nazionale
90=>2000 €X2
Co
py
rig
ht
©2
01
4 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
11I valori riportati si riferiscono a dati Nielsen Company con range temporale dal 11 gennaio al 17 gennaio 2016 (Nielsen Linear Time).
LE QUOTE DEI MEZZI 2015
Nota: Digital Advertising dati Nielsen - Stima Nielsen 2015 del digitale + FCP
46,1%
4,7%15,6%
3,0%
26,6%
4,0%
TV
Radio
Stampa
Altri Mezzi
Digital
Direct Mail
(*)
Due terzi degli investimenti si concentrano su Tv e Digital
7.912 milioni di €
Co
py
rig
ht
©2
01
2 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
12
2,5
-7,6
7,4
45,8
13,3
8,5
16,6%
10,7%
34,3%7,4%
31,0%
LA QUOTA DEI DIVERSI WEB CHANNEL E IL LORO ANDAMENTO
Quota investimenti
pubblicitari sul totale digital
2.104 M€
26.6%
Nielsen Digital Survey 2015 – 2015 vs 2014
-1.8 pti
-1.3 pti
-0.4 pti
+2.7 pti
+0.7 pti
+1.8 pti
Video
Social
Search
Classified
Display
Totale digital
variazione % 2015 vs 2014
Nel corso del 2015 In forte crescita il Social
SOCIAL CONTENT RATINGS
Co
py
rig
ht
©2
01
3
Th
e N
iels
en
Co
mp
an
y.
Co
nfi
de
nti
al
an
d p
rop
rie
tary
.
14
TOWARDS THE TOTAL AUDIENCE MEASUREMENT
http://sites.nielsen.com/totalaudience/
Co
py
rig
ht
©2
01
3
Th
e N
iels
en
Co
mp
an
y.
Co
nfi
de
nti
al
an
d p
rop
rie
tary
.
15
SOMETHING HAS CHANGED...
Second screen and social network changed the way we watch television from
familiar to social
Television mantains it’s relevance, but we changed how we interact with it
Co
py
rig
ht
©2
01
3
Th
e N
iels
en
Co
mp
an
y.
Co
nfi
de
nti
al
an
d p
rop
rie
tary
.
16
SOCIAL TV IS LIKE AN EXTENDED COUCH
Jared Goldsmith, VP marketing at NBC
Co
py
rig
ht
©2
01
3
Th
e N
iels
en
Co
mp
an
y.
Co
nfi
de
nti
al
an
d p
rop
rie
tary
.
17
4h22mper day
95%
Source: Nielsen on Auditel and Audiweb, 2015
ITALY: THE PASSION FOR TV AND SOCIAL MEDIA
Average time of Tv
viewing per day
....among MILLENNIALS?• 69% is multiscreen (surf the web while watching Tv)
• 72% are Social Networks users
26 Mn
Italians on Social Media
Every month
% of social network users
among mobile internet users
Co
py
rig
ht
©2
01
4 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
18
NIELSEN SOCIAL: AN HOLISTIC APPROACH TO SOCIAL TV
Tracking of the mentions for +500 Brands in Italy:
Overlap Brand/Program Authors - Social Effect Reports
Real time monitoring:
Real Time Engagement
Top Metrics, tweets, authors, mentions, affinity among programs and
brands… Data available overnight:
+ 10.000 progams e 230.000 episodes per year
120 networks + Netflix
COMING SOON: Metrics about Instagram and Facebook as well.
Different social media platforms measured with a consistent approach
Social Content Ratings
Available in US, Italy, Australia, Mexico
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
19
NIELSEN SOCIAL: HOW IT WORKS
NIELSEN SOCIAL AD HOC
SCR
BIG DATA CLASSIFICATION MEASURED STREAMS SOLUTIONS
SOCIAL CONTENT RATINGS
AD HOC SOLUTIONS
SOCIALGUIDE INTELLIGENCE
NIELSEN SOCIAL AD HOC
SCR
BIG DATA CLASSIFICATION MEASURED STREAMS SOLUTIONS
SOCIAL CONTENT RATINGS
AD HOC SOLUTIONS
SOCIALGUIDE INTELLIGENCE
SCHEDULING:
Daily updates for all the networks
we’re tracking
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
20
SOCIAL CONTENT RATINGS FRAMEWORKClarification of activity into original content creation and engagement.
Activity
Authorship Engagement Reach
ORIGINAL CONTENT AMPLIFICATION AUDIENCE
Adhering to the Social Media Measurement Guidelines created by
the MRC with sponsorship and input from 4A’s, IAB & WOMMA.
Co
py
rig
ht
©2
01
3
Th
e N
iels
en
Co
mp
an
y.
Co
nfi
de
nti
al
an
d p
rop
rie
tary
.
21
SOCIAL CONTENT RATINGS IN CLIENT PLATFORM
METRICS REPORTS TIMEFRAMESCAPTURE
WINDOWSHISTORICAL
Ratings
Network
Program
Episode
Insights
Authorship
Engagement
Activity
Reach
Demographics
Daily
Weekly
Monthly
Quarterly
Yearly
Custom Date Range
Linear
Reporting
24/7 Reporting
SCR from
date of launch
forward
Existing
Historical Data
will Remain
Co
py
rig
ht
©2
01
6 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
22
CROSS-PLATFORMFACEBOOK, INSTAGRAM, TWITTER
EARNED ACTVITY AND
OWNED ENGAGEMENTMEASUREMENT OF ACTIVITY BETWEEN
FRIENDS AND FAMILY* AND PUBLICLY
ENGAGEMENT TOOLSREAL-TIME ENGAGMENT
SOLUTIONS FOR TWITTER
REPORTING & APISSYNDICATED, ON-DEMAND,
AND CUSTOM DATA SETS
RESEARCHADVANCED REPORTING
AND THOUGHT LEADERSHIP
SOCIAL TV TOP FIVE CHARTS
POWERED BY NIELSEN
SOCIAL SEGMENTSCUSTOM SOCIAL TV SEGMENTS
FOR SOCIAL AD BUYING
EFFECTFOR POST-CAMPAIGN REPORTING :
MEASURE EARNED MEDIA ON TWITTER
DRIVEN BY TV STRATEGIES.
TV MEASUREMENT AD SOLUTIONS
AFFINITYFOR PLANNING & BUYING: FIND TV AUDIENCES
LIKELY TO AMPLIFY BRAND MESSAGES ON TWITTER
ONE SOLUTION FOR SOCIAL TV MEASUREMENT
*Excluding messenger
Co
py
rig
ht
©2
01
6 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
23
THE SOCIAL TV ECOSYSTEM
TV CONTENT
AGENCIES
M.agencies (€€€ allocation)
Content Agencies
+ Sport teams and federations, associations, Content producers, bloggers.....
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
24
SOCIAL TV: THE VALUE FOR BROADCASTERS
• REPORTING AND COMPETITIVE ANALYSIS
• MARKETING AND COMMUNICATION
• ENGAGEMENT IN REAL TIME AND PRE/POST
• MONETIZATION (SALES HOUES)
Why measuring Social Tv is so relevant
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
25
SOCIAL TV: THE VALUE FOR ADVERTISERS/AGENCIES
• REPORTING AND MARKETING ANALYSIS
• ANALYSIS FOR PLANNING AND POST EVALUATIONS
• SOCIAL/TV CAMPAIGN MEASUREMENT
(SOCIAL EFFECT)
• REAL TIME ENGAGEMENT
Why measuring Social Tv is so relevant
BRANDING IN THE AGE OF SOCIAL MEDIA – HBR MARCH 2016
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
26
SOCIAL TV IN ITALY: KEY LEARNINGS 2015
Key Figures
The social media presence in programs
Marketing and Communications
Advertising cross between social and Tv
Research and Intelligence
Some evidence from the italian Marketplace
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
27
SOCIAL TV IN 2015: TRENDS AND GENRES
Note Metodologiche:
Tweet relativi ai programmi postati durante la finestra temporale Linear (+/- 3 ore rispetto al programma on AIR). Specials: ES.
Sanremo, MTV EMA, Miss Italia *Altri generi include: serie Tv, cinema, intrattenimento, factual.
Q42015 vs Q42014:Authors and Audience flat. Tweets (+20%) and Impressions (+10%).
30%
19%26%
14%
9%
Talent/Reality
Specials
Sport Live Events
Talk/News
Altri generi*
% of tweets per Genres
In 2015 44 Million Tweets, 2.3 billion impressions
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
28
SOCIAL TV: THE SEASONALITY
3,4
6,4
4,33,6
4,9
3,4
1,6 1,4
3,4
5,5
3,62,8
Gen Feb Mar Apr Mag Giu Lug Ago Sett Ott Nov Dic
Millions of Tweets per month
293.000
382.200334.000
302.000353.000
275.300
179.000 177300
275.800303.100 294.600
228.500
Feb Mar Apr Mag Giu Lug Ago Sett Ott Nov Dic
Unique Author per month
Co
py
rig
ht
©2
01
3
Th
e N
iels
en
Co
mp
an
y.
Co
nfi
de
nti
al
an
d p
rop
rie
tary
.
29
TWEETS PER BROADCASTER IN 2015
Tweets per Publishers in Italy
Pub A Pub B Pub C Pub D Pub E Others
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
30
SOCIAL MEDIA IN THE TV PROGRAMS STORYTELLING
....new opportunities for brands
...Stimulating conversations ...become content
...Aggregate communities
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
31
SOCIAL TV RATINGS FOR MKTG PURPOSES
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
32
SENTIMENT ANALYSIS. WHAT DO PEOPLE SAY?
Are comments positive, negative, neutral? What about brands or talent?
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
33
THE REAL TIME OPPORUNITY
Social Media Allows real time conversations: this brings risks and opportunities
Co
py
rig
ht
©2
01
3
Th
e N
iels
en
Co
mp
an
y.
Co
nfi
de
nti
al
an
d p
rop
rie
tary
.
34
CALCULATING AFFINITY AMONG DIFFERENT PROGRAMS
OR NETWORKS
Mapping the viewing beaviours among different networks/programs
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
35
GOLDEN TV AUTHORS: WHY THEY ARE SO RELEVANT
X 2.8Tweet per episode
+50%Followers
X 3.8Tweets about brands
Compared to a simple program author, a Golden TV author generates...
Source Nielsen Social: data related to 34 Tv programs on air in Italy between Sept 2014 to June 2015
Definitions Caratheristics
Program Authors Authors who tweeted at least on 2 episodes of a program over the entire season
Frequent Authors Authors who tweeted at least on 3 episodes of a program over the entire season
Loyal Authors Authors who tweeted at least on the 25% of episodes of a program over the entire season
Golden Authors Authors who tweeted at least on the 33% of episodes of a program over the entire season
Co
py
rig
ht
©2
01
3
Th
e N
iels
en
Co
mp
an
y.
Co
nfi
de
nti
al
an
d p
rop
rie
tary
.
36
SOCIAL TV AND ADVERTISERS
61% Twitter TV Authors: 1,1 Million
Twitter Brand Authors: 818k
Twitter Brand/TV Authors: 500k
Fonte: Nielsen Social, dati relativi al 2015
www.nielsensocial.com
500.000 people - 61% of authors who
tweeted about the brands, wrote about
television programs during 2015
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
37
NUMBER OF TWEETS PER DAY. …..3
1/0
8/2
01
5
02
/09
/20
15
04
/09
/20
15
06
/09
/20
15
08
/09
/20
15
10
/09
/20
15
12
/09
/20
15
14
/09
/20
15
16
/09
/20
15
18
/09
/20
15
20
/09
/20
15
22
/09
/20
15
24
/09
/20
15
26
/09
/20
15
28
/09
/20
15
30
/09
/20
15
02
/10
/20
15
04
/10
/20
15
06
/10
/20
15
08
/10
/20
15
10
/10
/20
15
12
/10
/20
15
14
/10
/20
15
16
/10
/20
15
18
/10
/20
15
20
/10
/20
15
22
/10
/20
15
24
/10
/20
15
26
/10
/20
15
28
/10
/20
15
30
/10
/20
15
01
/11
/20
15
03
/11
/20
15
05
/11
/20
15
07
/11
/20
15
09
/11
/20
15
11
/11
/20
15
13
/11
/20
15
15
/11
/20
15
17
/11
/20
15
19
/11
/20
15
21
/11
/20
15
23
/11
/20
15
25
/11
/20
15
27
/11
/20
15
29
/11
/20
15
01
/12
/20
15
03
/12
/20
15
05
/12
/20
15
07
/12
/20
15
09
/12
/20
15
11
/12
/20
15
73% of the Tweets
mentioning Enel posted
by Brand&program
Authors between Dec
10 to Dec. 12
Split between Brand&Program Authors vs Brand Authors
Brand And Program Authors Brand Authors
PRE-CAMPAIGN CAMPAIGN
2.630 Tweets (out of 3.588) between Dec 10 to Dec 12 posted by
Brand&programs Authors
Co
py
rig
ht
©2
01
6 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
39
THE PATH TO PERFORMANCEFaster, smarter more confident decisions to improve performance
SALES
EFFECTIVENESS:
Achieve better
financial
performance
through superior
plan activation
and sales
execution
MARKETING
EFFECTIVENESS:
Engage
consumers
through effective
and efficient
marketing
CONSUMERIZATION:
Organize around
consumers; build
proprietary
understanding about
your most profitable
consumer – then
activate the entire
organization.
INNOVATION:
Improve how
companies
innovate;
integrated from
white space to
launch support
Co
py
rig
ht
©2
01
6 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
40
GAIN A DEEPER UNDERSTANDING OF YOUR
ADVERTISING INVESTMENTS OR MEDIA PERFORMANCE
Advertising Effectiveness
OUTCOME:
Higher overall
media ROI
How did it
change
behavior?
REACTION
How did it change attitudes ?
RESONANCE
What audience
did I reach?
REACH
MARKETING EFFECTIVENESS |
A huge portfolio of solutions for Advertisers, media owners, agencies
Co
py
rig
ht
©2
01
3 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
41
0,0%
20,0%
40,0%
60,0%
80,0%
100,0%
120,0%
EACH AUTHORS HAS A DIFFERENT VALUE
645 2.059Nr of authors
(% on authors)
......
12% of authors generated 80% of impressions on twitter for the program...
(4%) (12%)
Quantile Nr of auhtors
1 33
2 149
3 463
4 1.443
5 14.133
Who are the most influencing among my program-authors?