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September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
© Kantar Worldpanel
MRMW Berlin, 24th -25th
Improving Out of Home Measurement María Josep Martínez-Abarca, Client Delivery Director, Digital&Mobile Projects
How to improve the
measurement of
Out of Home?
3
© Kantar Worldpanel
50% OOH
Channel for
main brands
4
© Kantar Worldpanel
35% of total
spend is
made in
OOH
© Kantar Worldpanel
4.500 panelists with
CATI
How to improve our
OOH Offer?
Quality Costs
Mobile Mobile
8
© Kantar Worldpanel
Getting Closer
to the moment
of Consumption
9
© Kantar Worldpanel
2008 2009 2010 2011 2012 2013 2014
%Pen Smartphone España
55%
SMARTPHONE PENETRATION
New Platform
based on
Smartphone in
collaboration
with
RESULTS
12
Less Costs
Better Data Collaboration
13
© Kantar Worldpanel
Penetration Rate(%): Smartphone versus Cati BETTER DATA COLLABORATION
42%
67%
84% 93%
26%
23%
11%
6%
Week Period Quarter Year
CATI SMARTPHONE
14
© Kantar Worldpanel
Penetration Rate(%): Smartphone versus Cati BETTER DATA COLLABORATION
(*) 6 months period
87.3 86.6 90.3 90 89.6
98.6 99.5 99.4 98.8 97.9
15-17 18-24 25-34 35-49 50 +
CATI SMART
15
© Kantar Worldpanel
Occasions of Consumption by Week Day (%): Smartphone versus Cati BETTER DATA COLLABORATION
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
CATI SMART
16
© Kantar Worldpanel
Occasions of Consumption by Moments of the Day (%): Smartphone vs Cati BETTER DATA COLLABORATION
DESAYUNO ANTES COMER COMIDA POR LA TARDE ANTES DE LA CENA
CENA DESPUES DE LA CENA
CATI SMART
Breakfast Before lunch Lunch Afternoon Before dinner Dinner After Dinner
17
© Kantar Worldpanel
LESS COSTS
Cost per
panelist Continuity
63%
107%
Cati Smartphone
WHAT ELSE OFFERS SMARTPHONE?
19
More Information
Speed & Flexibility
20
© Kantar Worldpanel
CONTEXTUAL USAGE 11%
37%
16%
10%
4%
22% BEER
CELEBRATION/PARTY
FAMILY/FRIENDS IMPROVISED
FAMILY/FRIENDS PLANNED
AFTER WORK
DATE
OTHER
29%
22% 12%
6%
3%
28%
SPIRITS
CELEBRATION/PARTY
FAMILY/FRIENDS IMPROVISED
FAMILY/FRIENDS PLANNED
AFTER WORK
DATE
OTHER
21
© Kantar Worldpanel
Do you have a minute?
CONTEXTUAL QUESTIONING
22
© Kantar Worldpanel
Did you watch the final of the Champions League?
Yes
78%
NO
22%
CONTEXTUAL QUESTIONING
23
© Kantar Worldpanel
What is your favorite drink in these occasions?
31%
48%
8% 5%
8% Soft Drinks
Beer
Spirits
Other
I don't usually drink on these occasions
CONTEXTUAL QUESTIONING
24
© Kantar Worldpanel
Which was your favorite team?
43%
42%
15%
Real Madrid
Atlético de Madrid
None
CONTEXTUAL QUESTIONING
25
© Kantar Worldpanel
44%
25%
31%
52%
23% 25%
Beer Spirits Soft Drinks
Real Madrid
Atlético Madrid
LINK ATTITUDE & BEHAVIOUR
OUR CLIENTS
NEXT STEPS
© Kantar Worldpanel
Geoposition Images
30
© Kantar Worldpanel
Uk
Iberia France
China
Indonesia Brasil
Mexico
EXPANSION PLANS
US
MRMW Berlin, 24th -25th
Improving Out of Home Measurement María Josep Martínez-Abarca, Client Delivery Director, Digital&Mobile Projects
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW
