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LEAP-ing into the Future
Leveraging Emotional Attachment for Profit
NewMediaMetrics
New Media Metrics – For the New Media World
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Responding to Marketplace Changes and Consumer Pull
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Responding to Marketplace Changes and Consumer Pull
Emotional Attachment
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Responding to Consumer Pull
In today’s complex marketplace we must
Follow the consumer as they “PULL” media and messages to them
Understand the relative importance of differing media platforms and media types
Make a major shift from buying media to Buying the Buyers
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Emotional Attachment is a Powerful Measure of “Consumer Pull”
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Quantifying Emotional Attachment
NewMediaMetrics employs a proprietary, patent-protected process/approach to…
quantitatively measure Emotional Attachment (EA) to brands and media properties
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Quantifying Emotional Attachment
EA™ has been proven to be highly predictive of both
•purchase behavior and
•media viewing behavior
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Foundation
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1937
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John Bowlby (1907-1990), and his groundbreaking books on Attachment Theoryand the Bonding Process
Over 70 Years Ago, the Academic World Provided a Bedrock Foundation for Measuring
Emotional Attachments
Over 70 years of empirical proof
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Applying Emotional Attachment in the Marketing/Media World
Emotional Attachment to both brands and media properties is measured on a 11 point scale (0-10).
Those who rate a brand 9/10 – buy the product with great frequency, go deeper into product line, pay more, etc.
Those who rate a media property 9/10 – “pull” the media property to them and intently view it
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Its Important BecauseEmotionally Attached Consumer Are
2 ½ times more likely to pay attention to ad messages from specific brands
Paying 40% more attention to the media they are viewing and view it more often
43% of them were likely to activate social channels to tell their friends and family about new products and services
Over 3 times more likely to buy/use the product
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Media and Brand Alignment“LEAP-ing”
High-ValueBrandBuyers
MediaIntently Consume
Emotional Attachment
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New Measures for a Transforming Marketplace
Better Reflect Today’s Market
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The Transformational Marketplacefrom the Consumer’s Perspective
Print Pubs
Network/CableTV Networks OTT
DigitalWeb Media
Brands
Consumer
“Pull”
Content/Programming
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NMM Data reveals…EA™ Across 13 Platforms
Index To Average Emotional Attachment To Advertising By Media Platform
Index ToAverage 181 129 120 119 115 109 100 82 82 79 67 66 53
Source: New Media Metrics Inc. 2011 LEAP Database
TVOther
Traditional Media
Online, Social Networks And
Texting
Traditional media, Radio and print, generate only somewhat higher emotional attachment than new media options: Online in general, Social Networks and Cell Phone Text Messaging
Video onlineTablets
Smart Phone
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Teens And Young Adults Have The Greatest Range Of Platform Attachments
Emotional Attachment To Advertising By Media Platform9/10 On 10 Point Scale
Newer media are NOT “replacing” older media. Next generation consumers are able to consume many media across many platforms
TVOther
Traditional Media
Online, Social Networks And
Texting Video Online, TabletsSmart Phone
Source: New Media Metrics Inc. 2011 LEAP Database
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Impact on TV Viewing is Substantial
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Predicting TV Ratings with EA™
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TV Rating
Predicting TV Ratings with EA™
EA Across 40 Demos18-2425-3435-54
etc.
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EA = Media Engagement
Because…
People Highly Attached to a media property are– 46%* more likely to view every episode (frequency)
And
– 40%* more intently viewing that show (engagement)
EA predicts the “pull” (or draw) of the market and translates into viewer ratings.
* Global Media Agency: MediaVest EA Vetting Study
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PredictionsAll Shows 2006-2011
Graphed Model uses 2006, 2007, 2008, 2009 , 2010, 2011 Nielsen Ratings data. Model includes by-demographic EA Index and NTI data.
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2012
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Yahoo News – July 8, 2012
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2012 EA™ Ratings (as of May 2012)
NewMediaMetrics, using a network provided concept statement, knew Anger Management would be a hit while Bristol Palin would flop
prior to the show airing
Anger Management was the highest EA™ rated show out of all 29 new cable shows in study; Bristol was 28 out of 29
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But Changing TimesRequire Fresh Models
Page 27
2008-2011 TV ProgrammingPredictions in TV Environment Only
Models comparing EA directly to TV alone are quickly outdated
Source: TGP 2011 Statistical TV Prediction Model (prior to adjustment)
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LEAP-ing Forward
What is driving these trends...“I Watch At My Own Convenience”
What is driving these trends...“I Watch At My Own Convenience”
Cross-Platform Attachment (viewing) by Age
Cross-Platform Attachment (viewing) by Age
A View By Program
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Cross-Platform Viewing (Attachment) toRevolution among 35+
Cross Platform Viewing (Attachment) toRevolution among 18-24 year olds
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Cross Platform Viewing (Attachment) toThe New Normal among 35+
Cross Platform Viewing (Attachment) toThe New Normal among 18-24 year olds
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Cross-Platform Viewing (Attachment) toBeauty and the Beast among 18-24 years olds
55%
47%
30% 29%
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Taking into to Account Where People Will “Pull” Content
TV
DOT com
OTT
Tablet
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2008-2011 TV ProgrammingPredictions with Cross-Platform Adjustments
Cross-Platform Viewing Adjustments
Cross-PlatformEnvironment Adjustment
Source: TGP 2012 Statistical TV Prediction Model (with non-TV viewing EA adjustments)
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In Conclusion…
Profound transition
new forms of media to account for
new methods and metrics of evaluation and
new meaning and frameworks for consumer understanding and insight
BUT
Using approaches based on Fundamental Human Behaviors (EA™) brings the strongest insight
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NewMediaMetrics