The Future of iGRP in Thailand and Global update

DAAT DAY 2015

MODERATOR: NORASIT SITIVECHVICHIT, DETNSU360

Ace SinghDirector - Southeast Asia, comScore Inc.

Ace is a seasoned business development and marketing executive who’s worked in diverse functions and industries. During his years in the digital mediascape he has acquired first-rate experience at a regional Asia Pacific level and across Southeast Asia.

Being at comScore for close to 3 years has helped Ace follow the evolution of cross media measurement on a global, regional and local level. In the last 8 months he has actively evangelized and engaged media owners in Southeast Asia to move towards integrated metrics.

Anand KalidasanDigital Product Leader, nielsen South East Asia

Planning and Operations experience across TV, Print, Digital Display, Mobile, Social and Search advertising

Joined nielsen in 2013 and helped build and launch Digital Ad Ratings in Singapore, Philippines, Indonesia, Thailand (early Sep 2015)

Part of team that is building and rolling out Total Ad Ratings for South East Asia

Klass HommezMD Milllward Brown Thailand

I am currently Managing Director, Millward Brown Thailand & Myanmar (based in Bangkok) but have been a marketing, advertising and media researcher for over 20 years based out of countries like China and the USA.

In Millward Brown I have fostered collaboration with Miaozhen and comScore for digital campaign audience measurement with an eye on building our “ABCs” marketing effectiveness dashboard: Audience, Brand, Consumer Behavior and Sales, which also leverages Kantar World Panel (off-line purchase behavior).

In my Nielsen days I managed an ad sales research team aiding TV networks, digital ad networks and publishers build targeted ad sales pitches. I also led an advertiser solutions team to help clients with optimization of campaign ROI in terms of brand perceptions, consumer behavior and sales impact. Just over 4 years ago, I also played an instrumental part in the roll-out of Digital Ad Ratings (digital R&F) in the USA, which has now come to Asia.

- 6 -

$ = GRP

$ = Impression$ = Impression

Mary Meeker from KPCB illustrated the ad spend gap on digital media in her annual presentation: USA example

The future of integrated GRP

ComputerTV Mobile

Computer

Mobile

TV

Current Total Ad Ratings OfferingUnduplicated reach for

TV+Computer & Computer+Mobile

Future Total Ad Ratings OfferingFully unduplicated reach and

frequency across TV, Computer, & Mobile

9Source: comScore Xmedia, February 2015

The Series Finale: Millennials show greater Time Shifted Viewing (TSV) and Digital consumption

All Persons P18-34

Digital Only

Live + 7

Live + SD

Live

+21%

+3%+24%

+35%

+8%

+43%

Series Finale Incremental Reach from TSV and Digital

10Source: comScore Xmedia, February 2015

Can you say Binge-Watch? In the month leading up to the Series Finale, over 26% of minutes were spent on Digital

All Persons P18-34

Digital

Live + 7

Live + SD

Live

+77%

+36%

+113%

+149%

+89%

+238%

Incremental Minutes from TSV and Digital

11Source: comScore Media Metrix Multi-Platform

As the Series Finale approached, Digital consumption shot up as people caught up on past episodes

Digital Minutes by Month by Demographic

(Indexed to December Minutes)

100 100

288

410

489

599

All Persons P 18-34

December - Preseason

January - Regular Content

February - ApproachingFinale

12Source: comScore Xmedia, Live In Home TV Viewing, February 2015

Multi-platform viewers spent more time with the Series Finals than those who only viewed on TV

20 22 31

47

All Persons 18-34

TV only

TV and Digital

Average TV Viewing Minutes per Person by Audience Type

+53%

+112%

Integrated media helps build campaign reach beyond the TV core

Source: CrossMedia Research study, leisure, North Asia

Online

84%71%

42%26%

Total Campaign TV Online Magazine

Family with 3-11 yrs kids

TV

Magazines

+13% Non-TV reach

18-29 yrs Non Family

80%

60%

40% 34%

Total Campaign TV Online Magazine

+20% Non-TV reach

Online

TV

Magazines

But all this still

counts

If TV reach is already high, others channels may not build reach much

Online 25%

TV 83% total reach

Magazines 16%

Only +5% Non TV reach

Case Study: Malaysia, hair care

The relatively low cost of advertising online is one of its biggest advantages

Case Study: China, dairy product

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

% Reach of media

Impact among those reached(average on all metrics)

OOH

TV

Online

0.0%

1.0%

2.0%

3.0%

4.0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Impact per ¥1m (average for all metrics)

% Reach of media

Online

TV

OOH

Over investment in any one channel creates inefficiency and wastage, reducing ROI

0%

20%

40%

60%

80%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

% GRPs non productive

% audience over frequency ceiling

Case Study: Malaysia, hair care

Overall 37% of TV GRP’s were unproductive

Weeks

Even if TV is over delivered, online can still deliver impact from same TVC

0%

20%

40%

60%

80%

100%

1 2 3 4 5 6

Online GRPs Unproductive GRP % Overexposed

0%

20%

40%

60%

80%

100%

1 2 3 4 5 6

TV GRPs Unproductive GRP % Overexposed

TV: Frequency Ceiling: 6 Online video: Frequency Ceiling 4

Case Study: China, beverage

Efficiency of impact on Consideration

For online, balancing reach & frequency is also key to optimizing performance

Simulations Reach %Average

FrequencyiGRPs

Online share of

impact

Base: Existing online Plan 12.0% 11.2 134 8%

Same impressions, optimal R&F 22.4% 6 134 15%

80% more weight, optimal R&F 30.0% 8 240 18%

Average increase across brand image attributes

Case Study: China, personal care

16% 18%13%

9% 8%7%

4%

62%

53%

6%63%

48%

8%

59%

43%

8%

58%

41%

9%

52%

29%

11%

51%

27%

6%

49%

26%

6%

5%

15%

19% 17%

7%9%

8% 8%

46%

57%

43%

51%

3%38%

54%

5% 42%3%

39%

20%

40%

17%

30%

4%

13%

7%

65+

5%

59%

Total55-6450-5445-4940-4435-3930-3425-2921-2418-2012-172-11

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n-t

arg

et r

each

by

ag

e g

rou

pFe

ma

le o

n-t

arg

et r

each

b

y a

ge

gro

up

Online portion of this campaign is driving incremental reach for younger demographic

groups

…whereas older demos remain heavy on TV

Use case: soft drink campaign uses total ad ratings to confirm digital is extending reach to the younger demo

Online Only TV Only

5.4%Cross-Platform

Reach

Target: Females 18-4950.7% Unduplicated Reach

(224 GRPs)

42.3%TV reach

(147 GRPs)

13.8%Digital reach

(77 GRPs)

* Reach numbers based on common total US population universe of 296,810,000 persons

Use case: cosmetic campaign uses total ad ratings to understand incremental reach

• Television commercials were aired on major broadcast networks. Online buy included a wide range of general interest sites

• The digital ad buy delivered substantial incremental reach of 8.4% of the target audience: Females 18-49

• Over 60% of the digital portion of this campaign reached additional target audience

Reach Findings

8.4%Online-only

Reach

36.9%TV-onlyReach

Compare to historical performance and campaign objectives

THAILAND iGRP OPPORTUNITY