the fastest way to understand your brand · with abbreviated versions (media and products/brands)...
TRANSCRIPT
Brand Media Monitor VIII
© TNS
Brand Media Monitor VIIIEdition 2016 - 2018The fastest way to understand your brand
Brand Media Monitor VIII
© TNS
The BMM starts where the CIM surveys end :
richer descriptions of people (>< CIM : merely socio-demographics)
relevant segmentations of 1000+ brands (>< no brands in CIM TGM)
A 360° and 3D approach of media and touchpoints (>< still no ‘roof’ above tactical surveys CIM)
A unisource combination of people, brands and media
A solid data collection method : single source (two waves) , self-administered online questionnaire, large representative sample (n=4800+)
A long term project : bi-annual, stability and innovation
Integration of internationally validated research tools : Semiometrie, Connected Life, TGI attitudes, … that offer exclusivity and insight
A differentiated offer for all industry parties : media owners, sales houses, media agencies, advertisers, agencies, researchers, …
Member survey of the international TGI network (Kantar)
Brand Media Monitor : The USP’s
5
Brand Media Monitor VIII
© TNS
Als je de BMM in één beeld wil vatten, dan is het een driehoek. Een driehoek die de drie pijlersverbindt waar onze industrie op steunt : de mensen, de merken en de media.
Depuis sa quatrième édition, nous avons transformé notre triangle en lui donnant un aspect tri-dimensionnel. Pour symboliser le fait que l’étude a gagné en profondeur. Et permet des analyses plus riches que le croisement à deux dimensions d’une marque avec une cible, d’un média avec une marque, d’une cible avec un média…
6
Brand Media Monitor VIII
© TNS
1. Can I define The Target group?
Who ?
2.Do I understand the
Target group ?The Message?
How does it feel?
3. Where can I touch the target group ? The Contacts ?
Where can we touch ?
The three pillars for any effective communication strategy
7
Brand Media Monitor VIII
© TNS
CREATIVE STRATEGY :
Who are my clientsand prospects ? What drives andmoves them ?
MEDIA STRATEGY : Through which
media,channels, devices and
touchpoints can I reach my clients and
my propects ?
COMMERCIAL STRATEGY : How big is
my market ?How many clients andpotential clients does
my brand have ?How do they behave ?
BMM 2016-2018: The Concept
8
Brand Media Monitor VIII
© TNS
SOCIO-DEMOGRAPHICS
SEMIOMETRY
ATTITUDES (TGI)
SHOPPER TYPOLOGY
INNOVATION & EARLY ADOPTERS
THE DIGITAL CONSUMER
STRATEGICALmedia types
TACTICAL titles & frequencies
CONTEXT
EQUIPMENT, DEVICES & ACCESS POINTS
BMM 2016-2018: The Content
100 / 45 SECTORS Usage & Purchase Frequency Shopping location Motivations Touchpoints in Path to Purchase Word of Mouth
1000+ BRANDS • Awareness Usage Attitude Recommendation (NPS)
9
Brand Media Monitor VIII
© TNS
■ Eighth wave of the study (° 2001) , launched April 30 2016
■ Sample
■ N = 4.860
■ Representative of the Belgian population aged 18-64 years
■ Method: Online Self Completion (TNS OAP panel + preferred suppliers)
■ Period of fieldwork
■ “Media” questionnaire: November 2015 – January 2016 (45 min.)
■ “Brands & People” questionnaire: January – February 2016 (41 min.)
■ 3 shortened versions of each questionnaire , linked together in one database through a validated ascription
■ Reweighing towards the CIM Golden Standard (Sex, Age, Education, Profession, Social Group, Region, Language)
BMM VIII (2016-2018): The method
10
Brand Media Monitor VIII
© TNS
• Larger sample (+ 20%) : n= 4.860 (BMM VII : n= 4.082)
• Shorter questionnaires (- 40%) per respondent (better response rate, less respondent fatigue, more valid responses)
• no fixed split runs products & brands questionnaire but single source with abbreviated versions (media and products/brands) per respondent
• Merger of different versions through validated ascription
Methodology :
• One complete database in stead of 3 partial versions > uniformity of results / all data can be cross-analysed.
• (under study) Introduction of a probabilized media database for planning purposes (optional)
Database :
Brand Media Monitor 2016-2018 : The Novelties
11
Brand Media Monitor VIII
© TNS
•Socio’s : Out : lifestages & equipment TGI
• Typo’s :
• Digital Life & SOM typologies replaced by one Connected Life segmentation
• TGI Attitudes : update Dimensions
People :
• Updated list of categories and brands
• Distinction between ‘main’ (45) and ‘sub’ categories (99) of products
• Main Categories :
• Larger list of purchase locations
• New : Use of information sources (‘touchpoints’) in different stages of the path to purchase : inform / compare / buy / after sales service
• Specific categories : New questions
• Durables : Purchase intention
• Budget : supermarket / clothing / car / holiday
• Cars : Fuel actual / future car
• Tobacco : Smoker ? / Frequency of tobacco products
• Use of Light products
• Brands :
• Awareness question as first separate filter
Brands :
Brand Media Monitor 2016-2018 : The Novelties
12
Brand Media Monitor VIII
© TNS
•All : Recency questions added to calculate AIR figures
•Mediatypes : Audio- and videostreaming added as separate media categories
•Print :
•Dailies : Distinction digital reading between website on PC and on smartphone/tablet
•Magazines : Out : Reach per device
•Out : International titles
•Shorter lists of topics of interest
•TV /Radio :
•Shorter lists of programme formats and music styles
•Extra : VOD – services and audiostreaming (reach per brand)
•Digital provider : moved to Brands
•Reach station websites per device
•Extra : simultaneous use of radio + Internet / attitudes radio
•Outdoor :
•Longer list of billboards / locations
•Appreciation of advertising on public transport
Media :
Brand Media Monitor 2016-2018 : The Novelties
13
Brand Media Monitor VIII
© TNS
•Internet :
•Out : categories of activities Digital Life
•Update list of internet activities
•Extra : use of ad-blockers / interest in dedicated apps in points of sale
•SOM : out : questions SOM-typology / in : reach indicators per brand
•Extra : Connected Life attitudes
•Direct Mail :
•Paper vs e-mail
•Touchpoints & Events :
•Out : Fairs & Exhibitions
•Out : Visit (last week) types of shops
•Out : Sports
•Touchpoints : Frequencies
•Mobile Devices :
•Game consoles : out : activities
•Smartphone / tablet : update list of activities
•Extra : possession of a smartwatch
Media
Brand Media Monitor 2016-2018 : The Novelties
14
Brand Media Monitor VIII
© TNS
360°
General use of media types (16)
Above :
Dailies
Magazines (general vs specialized)
Television / video streaming / view on demand
Radio / audio streaming
Internet (sites, e-mail)
Cinema
Free regional press
Unaddressed Mail (folders)
Direct (e-)Mail
Outdoor (affichage)
Media : Strategical – Media types
Parameters :
Total Usage
Frequency
Duration
Segmentation :
Density CIM (HML)
Quintiles TGI
98
Brand Media Monitor VIII
© TNS
360°
General use of media types
Below / other touchpoints :
Mobile phone & tablet
Game Consoles
Events
Other advertising touchpoints (instore advertising, promotion, boomerang cards, mobile, sponsoring, product placement, samples, free trials, gadgets, coupons, recommendations, pop up stores,…)
Media: Strategical – Communication Channels
Parameters :
Total Usage
Frequency
99
Brand Media Monitor VIII
© TNS
Titles (filter per language)
16 dailies (8 Fr, 8 Nl) + 21 supplements (9 Fr, 12 Nl) + digital versions
108 magazines (51 Fr, 57 Nl) + digital versions
52 TV stations (32 Fr, 20 Nl)
14 view on demand services (6 Fr, 8Nl)
25 radio stations (13 Fr, 12 Nl)
9 audio streaming services
198 media-sites (102 Fr, 96 Nl) + 74 other websites
15 social online media
4 regional free papers (2Fr, 2 Nl)
17 types of billboards
Information
Reach (all vs non)
Frequency (regular vs irregular)
Recency
Preference (TV, radio)
Media: Tactical – Media titles
100
Brand Media Monitor VIII
© TNS
Dailies
Types of info (15)
Magazines
Types of info (15)
TV
Types of movies (15)
Program types (15)
Digital TV Services (13)
Radio
Program types (14)
Music genres (15)
Internet
Activities on the internet (34)
Purchases on the Internet
(14)
Media: Context – Content
Qualitative questions (preferences / usage)
Free Regional Press
Types of info (13)
Mail (Direct/Unaddressed)
Product categories (13)
Mobile phone / Tablet
Activities (27)
Touchpoints
Touchpoints (16)
Events
Type of events (15)
101
Brand Media Monitor VIII
© TNS
• number of TV-sets / cable TV / satellite dish / digital decoder / PVR / Smart-tv / videorecorder / DVD / Blu-Ray / game console / chromecast
TV :
• number of radiosets / Wifi / DAB / MP3 or Ipod / streaming radio
Radio :
• number of desktop PC, laptop PC, tablets, smartphones
Internet :
• anti-advertising sticker
Mailbox Media :
• portable vs non portable
Gameconsoles (with multimedia):
• GSM / smartphone / tablet / Android vs iOS vs Windows
Mobile :
Media: Equipment, Devices & Access points
Media equipment
102
Brand Media Monitor VIII
© TNS
• paper / PC / smartphone or tablet (websites or mobile apps)
Dailies :
• paper / PC / smartphone or tablet (websites or mobile apps)/
Magazines :
• PC / hometheater or mediacenter / GSM or smartphone / TV-set / iPad or tablet / game console or other electronical device
TV :
• PC / hometheater or mediacenter / GSM or smartphone / iPad or tablet / game console / mp3-player / podcasts / streaming radio / auto radio
Radio :
• Devices : PC / GSM or smartphone or iPhone / smart or connected TV / iPad or tablet / game console / other electronical device
• Locations : home / work / school / outdoor / library or cybercafé / elsewhere
Internet :
Media: Equipment, Devices & Access points
Devices and access points (frequency)
103
Brand Media Monitor VIII
© TNS
Different possibilities according to client’s priorities :
Access to data in the Galileo software (standard B-band for media centers)
Brand Report / Sector Report (Excel or PPT)
Media Report (tactical or strategical) (Excel or PPT)
BMM VIII: Access
119
Brand Media Monitor VIII
© TNS 21
Jan Drijvers
Client Service Manager
[email protected] | +32 2 300 2147
Brand Media Monitor VIIIEdition 2016 - 2018The fastest way to understand your brand
Contact: