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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
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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)
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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
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Online Video - The Scope
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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!
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Fourthly, MMS hybrid model
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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
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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
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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”
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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 %
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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 %
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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!