1 Media Investment Management Mind Measure Planner New Developments in Measurement and Analytics
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1
Media Investment Management
Mind Measure Planner
New Developments in Measurement and Analytics
2
Mind Measure PlannerANSWERING KEY BUSINESS QUESTIONS LIKE …
IDENTIFYING THE
KEY MIND MEASURE
TO FOCUS ON • Which mind measure
• metric to focus?
• Impact of media on key KPI?
MANAGING THE
PORTFOLIO • Optimal mix
• accounting for
• Halo
• Cannibalization
HOW MUCH TO
INVEST?• Aggregate TARPs per
month to be deployed
• How much in digital?
HOW TO DEPLOY
MEDIA ?• Optimal levels of exposure
• Deployment on TV - Genres
/Channels , Digital vehicles
• Scheduling strategy
1 2
34
MEDIA INSIGHT MODELLING
3
Media Investment Management (MIM) Architecture
Stage 1 Stage 2
Top of Mind
Consideration
Unaided Brand Awareness
TV
OOH
Radio
Competition
Brand sales
Genre 1
Creative 1
Channel 1
Duration 1
Prime Time
Satellite
Non Prime Time
Genre 2
Creative 2
Channel 2
Duration 2
Terrestrial
Digital
4
First ever Media Insight Modeling for Mind
measure Planner Insights for optimal GRPs,
frequency, reach, journals, type of ads…
Focus more on
Prime Time
Where to deploy at Program Level
Where to deploy at
Creative Level ?
Head of Marketing
“This is a project
completely changing
the way we approach
our key categories in
our market“
Media Insight Modelling CPG Category
5
Brand under consideration was suffering on salience
vs competition over the years
Mind Measure 1 Mind Measure 2
Source: Track data
38 38
4547 4844
2011.5 2012.5 2013.5 2014.5
Competiton Brand Under Consideration
2012 2013 2014
85
82
8687 87
81
2011.5 2012.5 2013.5 2014.5
Competiton Brand Under Consideration
2012 2013 2014
6
This was happening even when it maintained very
competitive media presence
SOV/SOM Ratio
2013 2014
1.2 1.1
1.3 1.4
Source: Track &Media data
Brand Under
Consideration
Competition
37
27
3430
Brand Under Consideration Competiton
Share of Voice (%)
FY-13 FY-14
7
0
5
10
15
20
25
30
0 1000 2000 3000 4000
Min
d m
easu
re
TV GRP
TV response on mindmeasure
Weaker response for brand under consideration on
mindmeasure
Brand under consideration Competition
0
20
40
60
80
100
120
140
0 1000 2000 3000 4000M
ind
Mea
sure
TV GRP
Diminishing Returns TARP
Range: 1700 - 1900
Diminishing Returns TARP
Range: 1000 - 1200
The current TV mix strategy not helping brand in consideration to generate a healthy
response function: Opportunity to move to a healthy response function through TV
strategy shift- Re look at Satellite strategy, time slot, genre and channels mix
8
The power of satellite over terrestrial
Brand under consideration deployment skew more towards terrestrial - low effectiveness
Move towards more satellite focus strategy
Allocation mix between PT and NPT is the next important strategy driver
53%
47%
29%
71%
Terrestrial TV
Satellite TV
Brand under consideration: Impact vs
Deployment
Impact % Deployment %
0.5
1.5
Terrestrial TV
Satellite TV
Brand under consideration:
Effectiveness Index
47%
53%
35%
65%
Terrestrial TV
Satellite TV
Competition: Impact vs Deployment
Impact % Deployment %
0.7
1.2
Terrestrial TV
Satellite TV
Competition: Effectiveness Index
9
The power of non prime time over primetime
The effectiveness from Non Prime Time is much higher than Prime Time-
Strategy more skewed towards Non Prime Time for the future - Since there
exist cost differential between Prime Time and Non Prime Time, mix
decision to be taken by building the cost factor
26%
74%
8%
92%
Brand under consideration overallPT TV
Brand under consideration overallNPT TV
Brand under consideration: Impact vs
Deployment
Impact % Deployment %
13%
87%
9%
91%
Competition overall PT TV
Competition overall NPT TV
Competition: Impact vs Deployment
Impact % Deployment %
0.31
1.24
Brand under considerationoverall PT TV
Brand under considerationoverall NPT TV
Brand under consideration:
Effectiveness Index
0.7
1.04
Competition overall PT TV
Competition overall NPT TV
Competition: Effectiveness Index
10
Reallocating resources towards Non Prime Time lifts
the Mind measure score
-40000
-30000
-20000
-10000
0
10000
20000
30000
40000
• Overall increase in
Mindmeasure is +3%
Prime Time
-29,388('00 Euros)(-25%)
Non - Prime Time
-29,388('00 Euros)(+12%)
Ch
ange
in S
pen
ds
(‘0
0 E
uro
s)
11
TV Genre impact on mind measure
Soap Opera & Drama are the high impact genres
Movies, Magazine, Sitcom, Sports, Reality and Variety have a high Efficiency Index –
implying opportunity for more deployment
12
3600 Media Convergence
13
TV
Internet
Radio
Search
TV
Digital
Music
Channel
Radio
Mobile
Web Site
Banner
Store - POCs
OTV
Premium
Channel
MOBILE
Paid Owned and Earned World Converging
around the Consumer
14
Traditional analytics measure the impact of
paid (and sometimes owned) media on a
business metric
ONE VIEW TM measures the interactions between
paid, owned and earned media, including their
direct and indirect impact on business results
Measurement to account for changing media
landscape and consumer behavior
15
Benefits
Creative and design decisions
1. Fuelled by data it uncovers direct and
indirect drivers of business performance
2. Helps to understand how content flows through the
experience network
Budget Decisions
1. Scenario planning to determine ‘How much’
2. It gives benchmarks for activities, and allows us to
optimize investment across the portfolio
3. Factoring the dynamics -On going monitoring
16
Direct and Indirect Influence of Media Connect Points
16
17ONE VIEW TM – Multimedia Resource Allocation for
greater effectiveness
17
An opportunity exists to reduce TV deployment and increase deployment in other digital activities
-0.5
1.5
3.5
5.5
7.5
9.5
11.5
13.5
15.5
17.5
19.5
% C
han
ge i
n M
ind
Measu
re
Lift Chart
-3676 (Euros)
(-10%)
+5 (Euros)
(+0.003%)
+2 (Euros)
(+0.002%)+9 (Euros)
(+0.01%)
+3 (Euros)
(+0.01%)
+2926
(Euros)
(+25%)
+3746
(Euros)
(+25%)
+16182
(Euros)
(+25%)
-102621
(Euros)
(-10%)
+83424
(Euros)
(+25%)
Search
Clicks:
-0.2%
Imho
Views:
+0.00009%
Mail Views:
+0.00008%
YT Views:
+0.00003%
STS
Views:
+0.0001%
FB Comments:
+0.04%
VK Comments:
+2.2%
Mobile Clicks:+2.6%
TV:+4.6%
Display clicks:+8.4%
Overall Lift in Sales : +1.9%
(171.3 K Euros)
Overall lift in sales is shown here . Shifting money from TV and Search Clicks towards VK
Comments, FB Comments, Mobile Clicks, and Display Banner Clicks
18
Store Display
Brand Total Sales vol.
Direct Contribution to sales
Mobile Spends
Club Members
TV GRP
Digital Spends
Trade Promotion
OOH Spends
Website Unique Visitors
1%
1%
2%
3%
2%
12%
23%16%
Indirect Contribution to sales
Magazine Spend
Social Spends
FB page Engaged Users
Store Ads
18
%
3%
2%7%6%
37
%
9%
2%3%
Paid
Owned
Earned
ONE VIEW TM
Media Contribution, Direct and Indirect
19
Recommendations driving improvement in KPI!
Source Track and Media Data
Jan-1
3
Fe
b-1
3
Ma
r-13
Apr-
13
Ma
y-1
3
Jun-1
3
Jul-1
3
Aug
-13
Sep
-13
Oct
-13
Nov-1
3
Dec-1
3
Jan-1
4
Fe
b-1
4
Ma
r-14
Apr-
14
Ma
y-1
4
Jun-1
4
Jul-1
4
Aug
-14
Sep
-14
Oct
-14
Nov-1
4
Dec-1
4
Jan-1
5
Fe
b-1
5
Ma
r-15
Apr-
15
Ma
y-1
5
Jun-1
5
Jul-1
5
Aug
-15
Sep
-15
Brand under consideration
First intervention
basis analysis
and MMM
Further tweak
in media
strategy
Full
implementation
of MIM
Mind Measure
20
Bangalore, IN Office:No. 141, 2nd Cross, 2nd Main,Domlur, 2nd Stage, Bangalore 560071Phone: +91 80 40917572, +91 80 [email protected]
Contact Us US Office:
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Marietta, Georgia, 30068-1608
Atlanta, USA
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