The fastest way to understand your brand · with abbreviated versions (media and products/brands) per respondent •Merger of different versions through validated ascription Methodology

Brand Media Monitor VIII

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Brand Media Monitor VIIIEdition 2016 - 2018The fastest way to understand your brand


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1What makes Brand Media Monitor unique ?


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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

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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…

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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

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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

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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)

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■ 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

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• 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

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•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 :


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•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 :


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•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


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General Overview Media

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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

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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

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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

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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)

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• 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

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• 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)

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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

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Jan Drijvers

Client Service Manager

[email protected] | +32 2 300 2147

Brand Media Monitor VIIIEdition 2016 - 2018The fastest way to understand your brand

Contact:

The fastest way to understand your brand · with abbreviated versions (media and products/brands) per respondent •Merger of different versions through validated ascription Methodology

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