32
NIELSEN GLOBAL OVERVIEW @NielsenItaly [email protected]

Digital Landscape and Social Tv Bocconi Marzo2016

Embed Size (px)

Citation preview

Page 1: Digital Landscape and Social Tv Bocconi Marzo2016

NIELSEN GLOBAL OVERVIEW

@NielsenItaly

[email protected]

Page 2: Digital Landscape and Social Tv Bocconi Marzo2016

AGENDA

NIELSEN

FOOTPRINT AND SOLUTIONS

SOCIAL TV

DEFINITIONS, PLAYERS, METRICS, BEST PRACTICES

SOCIAL CONTER RATINGS

THE FIRST HOLISTIC SOLUTION FOR SOCIAL TV

Page 3: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

4 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

3I valori riportati si riferiscono a dati Nielsen Company con range temporale dal 11 gennaio al 17 gennaio 2016 (Nielsen Linear Time).

NIELSEN FOOTPRINT AND MISSION

Founded in 1923, today in +100 countries around the wrold

…We study consumers in more than 100

countries to give you the most complete

view of trends and habits worldwide.

… we’re constantly evolving, not only in terms

of where we measure, or who we measure,

but in how our insights can help you drive

profitable growth.

Page 4: Digital Landscape and Social Tv Bocconi Marzo2016

THE MARKETPLACE IS INCREASINGLY COMPLEX

Linear vs non linear

Fragmentation

Real Time

Always On

ROPORTBSocial Media

THE HUMAN FACE OF BIG DATA

Page 5: Digital Landscape and Social Tv Bocconi Marzo2016

DRIVERS OF CHANGE OVER THE LAST 20 YEARS

Technology/Digital

Economy

Globalization

Page 6: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

PRE-STORE IN-STORE PURCHASEDEMAND/NEEDS LOYALTY

THE NEW PATH TO PURCHASE

Page 7: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

6 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

7

THE PATH TO PERFORMANCEFaster, smarter more confident decisions to improve performance

SALES

EFFECTIVENESS:

Achieve better

financial

performance

through superior

plan activation

and sales

execution

MARKETING

EFFECTIVENESS:

Engage

consumers

through effective

and efficient

marketing

CONSUMERIZATION:

Organize around

consumers; build

proprietary

understanding about

your most profitable

consumer – then

activate the entire

organization.

INNOVATION:

Improve how

companies

innovate;

integrated from

white space to

launch support

Page 8: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

6 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

8

GAIN A DEEPER UNDERSTANDING OF YOUR

ADVERTISING INVESTMENTS OR MEDIA PERFORMANCE

Advertising Effectiveness

OUTCOME:

Higher overall

media ROI

How did it

change

behavior?

REACTION

How did it change attitudes ?

RESONANCE

What audience

did I reach?

REACH

MARKETING EFFECTIVENESS |

A huge portfolio of solutions for Advertisers, media owners, agencies

Page 9: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

4 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

9I valori riportati si riferiscono a dati Nielsen Company con range temporale dal 11 gennaio al 17 gennaio 2016 (Nielsen Linear Time).

ConsumerResearch

Consumer & Retail Tracking

Bases

(Innovation Development)

TV Audience Measurement

WATCH BUY

In StoreObservation

Online Measurement

(Web/Mobile Media Tracking

Reach cross platform)

Advertising Intelligence

NIELSEN SOLUTIONS AVAILABLE IN ITALY

Data Fusion – Integration – Ad Hoc Analysis

Social Tv Measurement

Media Analytcs

And cross platform

Page 10: Digital Landscape and Social Tv Bocconi Marzo2016

SOCIAL CONTENT RATINGS

Page 11: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3

Th

e N

iels

en

Co

mp

an

y.

Co

nfi

de

nti

al

an

d p

rop

rie

tary

.

11

TOWARDS THE TOTAL AUDIENCE MEASUREMENT

http://sites.nielsen.com/totalaudience/

Page 12: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3

Th

e N

iels

en

Co

mp

an

y.

Co

nfi

de

nti

al

an

d p

rop

rie

tary

.

12

SOMETHING HAS CHANGED...

Second screen and social network changed the way we watch television from

familiar to social

Television mantains it’s relevance, but we changed how we interact with it

Page 13: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3

Th

e N

iels

en

Co

mp

an

y.

Co

nfi

de

nti

al

an

d p

rop

rie

tary

.

13

SOCIAL TV IS LIKE AN EXTENDED COUCH

Jared Goldsmith, VP marketing at NBC

Page 14: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3

Th

e N

iels

en

Co

mp

an

y.

Co

nfi

de

nti

al

an

d p

rop

rie

tary

.

14

4h22mper day

95%

Source: Nielsen on Auditel and Audiweb, 2015

ITALY: THE PASSION FOR TV AND SOCIAL MEDIA

Average time of Tv

viewing per day

....among MILLENNIALS?• 69% is multiscreen (surf the web while watching Tv)

• 72% are Social Networks users

26 Mn

Italians on Social Media

Every month

% of social network users

among mobile internet users

Page 15: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

4 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

15

NIELSEN SOCIAL: AN HOLISTIC APPROACH TO SOCIAL TV

Tracking of the mentions for +500 Brands in Italy:

Overlap Brand/Program Authors - Social Effect Reports

Real time monitoring:

Real Time Engagement

Top Metrics, tweets, authors, mentions, affinity among programs and

brands… Data available overnight:

+ 10.000 progams e 230.000 episodes per year

120 networks + Netflix

COMING SOON: Metrics about Instagram and Facebook as well.

Different social media platforms measured with a consistent approach

Social Content Ratings

Available in US, Italy, Australia, Mexico

Page 16: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

16

NIELSEN SOCIAL: HOW IT WORKS

NIELSEN SOCIAL AD HOC

SCR

BIG DATA CLASSIFICATION MEASURED STREAMS SOLUTIONS

SOCIAL CONTENT RATINGS

AD HOC SOLUTIONS

SOCIALGUIDE INTELLIGENCE

NIELSEN SOCIAL AD HOC

SCR

BIG DATA CLASSIFICATION MEASURED STREAMS SOLUTIONS

SOCIAL CONTENT RATINGS

AD HOC SOLUTIONS

SOCIALGUIDE INTELLIGENCE

SCHEDULING:

Daily updates for all the networks

we’re tracking

Page 17: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

6 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

17

THE SOCIAL MEDIA ECOSYSTEM

TV CONTENT

AGENCIES

M.agencies (€€€ allocation)

Content Agencies

Page 18: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

18

SOCIAL TV: THE VALUE FOR BROADCASTERS

• REPORTING AND COMPETITIVE ANALYSIS

• MARKETING AND COMMUNICATION

• ENGAGEMENT IN REAL TIME AND PRE/POST

• MONETIZATION (SALES HOUES)

Why measuring Social Tv is so relevant

Page 19: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

19

SOCIAL TV: THE VALUE FOR ADVERTISERS/AGENCIES

• REPORTING AND MARKETING ANALYSIS

• ANALYSIS FOR PLANNING AND POST EVALUATIONS

• SOCIAL/TV CAMPAIGN MEASUREMENT

(SOCIAL EFFECT)

• REAL TIME ENGAGEMENT

Why measuring Social Tv is so relevant

BRANDING IN THE AGE OF SOCIAL MEDIA – HBR MARCH 2016

Page 20: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

20

SOCIAL TV IN ITALY: KEY LEARNINGS 2015

Key Figures

The social media presence in programs

Marketing and Communications

Advertising cross between social and Tv

Research and Intelligence

Some evidence from the italian Marketplace

Page 21: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

21

SOCIAL TV IN 2015: TRENDS AND GENRES

Note Metodologiche:

Tweet relativi ai programmi postati durante la finestra temporale Linear (+/- 3 ore rispetto al programma on AIR). Specials: ES.

Sanremo, MTV EMA, Miss Italia *Altri generi include: serie Tv, cinema, intrattenimento, factual.

Q42015 vs Q42014:Authors and Audience flat. Tweets (+20%) and Impressions (+10%).

30%

19%26%

14%

9%

Talent/Reality

Specials

Sport Live Events

Talk/News

Altri generi*

% of tweets per Genres

In 2015 44 Million Tweets, 2.3 billion impressions

Page 22: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

22

SOCIAL TV: THE SEASONALITY

3,4

6,4

4,33,6

4,9

3,4

1,6 1,4

3,4

5,5

3,62,8

Gen Feb Mar Apr Mag Giu Lug Ago Sett Ott Nov Dic

Millions of Tweets per month

293.000

382.200334.000

302.000353.000

275.300

179.000 177300

275.800303.100 294.600

228.500

Feb Mar Apr Mag Giu Lug Ago Sett Ott Nov Dic

Unique Author per month

Page 23: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

23

SOCIAL MEDIA IN THE TV PROGRAMS STORYTELLING

....new opportunities for brands

...Stimulating conversations ...become content

...Aggregate communities

Page 24: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

24

SOCIAL TV RATINGS FOR MKTG PURPOSES

Page 25: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

25

SENTIMENT ANALYSIS. WHAT DO PEOPLE SAY?

Are comments positive, negative, neutral? What about brands or talent?

Page 26: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

26

THE REAL TIME OPPORUNITY

Social Media Allows real time conversations: this brings risks and opportunities

Page 27: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3

Th

e N

iels

en

Co

mp

an

y.

Co

nfi

de

nti

al

an

d p

rop

rie

tary

.

27

CALCULATING AFFINITY AMONG DIFFERENT PROGRAMS

OR NETWORKS

Mapping the viewing beaviours among different networks/programs

Page 28: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

28

0,0%

20,0%

40,0%

60,0%

80,0%

100,0%

120,0%

EACH AUTHORS HAS A DIFFERENT VALUE

645 2.059Nr of authors

(% on authors)

......

12% of authors generated 80% of impressions on twitter for the program...

(4%) (12%)

Quantile Nr of auhtors

1 33

2 149

3 463

4 1.443

5 14.133

Who are the most influencing among my program-authors?

Page 29: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

29

GOLDEN TV AUTHORS: WHY THEY ARE SO RELEVANT

X 2.8Tweet per episode

+50%Followers

X 3.8Tweets about brands

Compared to a simple program author, a Golden TV author generates...

Source Nielsen Social: data related to 34 Tv programs on air in Italy between Sept 2014 to June 2015

Definitions Caratheristics

Program Authors Authors who tweeted at least on 2 episodes of a program over the entire season

Frequent Authors Authors who tweeted at least on 3 episodes of a program over the entire season

Loyal Authors Authors who tweeted at least on the 25% of episodes of a program over the entire season

Golden Authors Authors who tweeted at least on the 33% of episodes of a program over the entire season

Page 30: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3

Th

e N

iels

en

Co

mp

an

y.

Co

nfi

de

nti

al

an

d p

rop

rie

tary

.

30

SOCIAL TV AND ADVERTISERS

61% Twitter TV Authors: 1,1 Million

Twitter Brand Authors: 818k

Twitter Brand/TV Authors: 500k

Fonte: Nielsen Social, dati relativi al 2015

www.nielsensocial.com

500.000 people - 61% of authors who

tweeted about the brands, wrote about

television programs during 2015

Page 31: Digital Landscape and Social Tv Bocconi Marzo2016

Co

py

rig

ht

©2

01

3 T

he

Nie

lse

n C

om

pa

ny

. C

on

fid

en

tia

l a

nd

pro

pri

eta

ry.

31

NUMBER OF TWEETS PER DAY. ENEL/#XF93

1/0

8/2

01

5

02

/09

/20

15

04

/09

/20

15

06

/09

/20

15

08

/09

/20

15

10

/09

/20

15

12

/09

/20

15

14

/09

/20

15

16

/09

/20

15

18

/09

/20

15

20

/09

/20

15

22

/09

/20

15

24

/09

/20

15

26

/09

/20

15

28

/09

/20

15

30

/09

/20

15

02

/10

/20

15

04

/10

/20

15

06

/10

/20

15

08

/10

/20

15

10

/10

/20

15

12

/10

/20

15

14

/10

/20

15

16

/10

/20

15

18

/10

/20

15

20

/10

/20

15

22

/10

/20

15

24

/10

/20

15

26

/10

/20

15

28

/10

/20

15

30

/10

/20

15

01

/11

/20

15

03

/11

/20

15

05

/11

/20

15

07

/11

/20

15

09

/11

/20

15

11

/11

/20

15

13

/11

/20

15

15

/11

/20

15

17

/11

/20

15

19

/11

/20

15

21

/11

/20

15

23

/11

/20

15

25

/11

/20

15

27

/11

/20

15

29

/11

/20

15

01

/12

/20

15

03

/12

/20

15

05

/12

/20

15

07

/12

/20

15

09

/12

/20

15

11

/12

/20

15

73% of the Tweets

mentioning Enel posted

by Brand&program

Authors between Dec

10 to Dec. 12

Split between Brand&Program Authors vs Brand Authors

Brand And Program Authors Brand Authors

PRE-CAMPAIGN CAMPAIGN

2.630 Tweets (out of 3.588) between Dec 10 to Dec 12 posted by

Brand&programs Authors

Page 32: Digital Landscape and Social Tv Bocconi Marzo2016