FR FIAT Incremental Reach Study Target 35+ vdef (3) .pdf



Nom original: FR FIAT Incremental Reach Study Target 35+ vdef (3).pdfAuteur: Arthur Anglade

Ce document au format PDF 1.3 a été généré par PowerPoint / Mac OS X 10.8.5 Quartz PDFContext, et a été envoyé sur fichier-pdf.fr le 27/01/2014 à 17:55, depuis l'adresse IP 74.125.x.x. La présente page de téléchargement du fichier a été vue 3983 fois.
Taille du document: 2.9 Mo (33 pages).
Confidentialité: fichier public


Aperçu du document


FIAT WEB & TV CAMPAIGN
Incremental Reach study (online universe)

FIAT
Incremental Reach Study
01
02
03
04

Study Description
Key metrics
Reach & Frequency composition
Quintile analysis

Google Confidential and Proprietary

2

Study description
Information about the campaign and about the research methodology

Google Confidential and Proprietary

3

CAMPAIGN CALENDAR
May/June 2013

May

June

1

31 1

10

16

30

k

TV

Web

YouTube

Google Confidential and Proprietary

4

DETAILS OF THE CAMPAIGN ON YOUTUBE

TRUEVIEW
In-Stream

CHOIX DE L’INTERNAUTE

Les youtubers peuvent regarder ou skipper
l’annonce video à partir de 5 secondes
+

CONTROLE DE L’ANNONCEUR

Seule la vue complète ou 30s mini est facturée
+

CONVERSION DE LA VUE

Call To Action non facturés (follow-on, click to site)

Google Confidential and Proprietary

Call to Actions
Users watch your
trueview ad

Visit landing page
of your choice

Call to
action

Annotations

Google Confidential and Proprietary

RESEARCH METHODOLOGY

Médiamétrie TV Panel

Médiamétrie//Netratings

(Médiamat)  

Group exposed to
TV ad

Online  Panel  

Data Fusion

Group exposed to

YouTube/GDN/Web ads

How many

impressions?
Alenty tagged 100% of Total YT served
impressions.
73%  of  impressions  served  by  the  Web  campaign  
were  captured  and  extrapolated  by  Mediametrie
72%  of  impressions  served  by  YT    
were  captured  and  extrapolated  by  
Mediametrie

Total Cross Media

Campaign  Reach  

Google Confidential and Proprietary

7

Key metrics

Google Confidential and Proprietary

8

KPI SUMMARY: A 84.7% CROSSMEDIA REACH
May to June 2013 – 35 + years old

TOTAL
WEB

TV

TV

+
WEB

31st May to 16th June
2013

10th to 30th June 2013

10th to 30th June 2013

Reach  (000)  

22,265  

2,369  

2,816  

22,638  

Reach  (%)  

83.3%  

8.9%  

10.5%  

84.7%  

Frequency  

5.5  

1.7  

1.7  

5.6  

458.7  

(14.8)*  

(18.2)*  

-

27.0  

(4.9)*  

(6.1)*  

-

GRP  (online  universe)  
Av.  GRP  /  week  
(online  universe)  

*As there is no shared local convention regarding Online GRP definition, online GRP is simply calculated by multiplying Reach by Frequency of total served impressions
tracked in our Metered Panel.
Its evaluation does not take into account impression duration or visibility and is then no strictly comparable with TV GRP.

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

9

Reach
YouTube & TV work in synergy to build
a strong reach on the FIAT target

Google Confidential and Proprietary

10

THE 84.7% REACH COMPOSITION
Contribution of TV, YouTube & Catch-Up
+
TV+ Web Net reach

= 22,638,000
(84.7%)

Incremental YT
reach vs. TV &
Catch-up

Total TV Net reach

= 22,265,000
(83.3%)

TV & YT Net
reach
= 1,962,000
(7.3%)

TV only Net reach
= 19,820,000
(74.2%)

YT Net reach

= 2,369,000

= 295,000
(1.1%)

TV & Catch-up
& YT Net reach
=92,000
(0.3%)

(8.9%)

Incremental
Catch-up+ YT
reach vs. TV
=21,000
(0.1%)

TV & Catch- Incremental Catch-up
reach vs.
up Net reach
TV=56,000
=391,000
(0.2%)
(1.5%)

Catch-Up

Catch-up

= 559,000
(2.1%)

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

11

WEB REACH COMPOSITION
YT / Catch-up

Total Web
2,816,000
10.5%

2,369,000
8.9%

Only YT
2,257,000
8.5%

Duplication
112,000
0.4%
Catch-up
559,000
2.1%
Only
Catch-up
447,000
1.7%

Google Confidential and Proprietary
12

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

REACH COMPOSITION:
TV / Total Web

+

Average TV reach measured on 20 campaigns : 76.9%
(Min. : 51.2% ; Max. : 89.0%)

Total
Web

Net reach

22,638,000  

Total TV net reach

84.7%
Total
Web

22,265,000  

83.3%  
Total Web
net reach

2,816,000  
Web Incremental reach
vs TV

372,000
1.4%

10.5%  

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

13

REACH COMPOSITION:
TV / YouTube

Average incremental reach vs. TV measured
on 20 campaigns : 2.6% (Min: 0.4% ; Max. : 9.7%)

+
Net reach

22,580,000  
84.5%  

13.3  %  exposed to the
campaign have not been
exposed
to the TV campaign

YT Incremental reach vs. TV  

Total TV net reach

22,265,000  

83.3%  
YouTube
net reach

2,369,000  

8.9%  

315,000
1.2%

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

14

BENCHMARKS:
YouTube / TV

FIAT

Cetelem

TV reach

83.3%

89.0%

YT reach

8.9%

8.6%

Target

35 +

25-59

YT incremental
reach vs. TV

1.2

0.7

YT share of
incremental
reach

13.3%

8.6%

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias –2011-12-13

15

CUMULATED REACH CURVE
Real planning on 35 + years old
100%  

TV Campaign
ends

84.7%  
83.3%  

80%  

77.9%  

60%  

TV + Web
TV
42.9%  

40%  

Hertzien
TNT
Total Web

20%  
10.5%  
8.9%  

Youtube

0%  
2013-05-31

2013-06-05

2013-06-10

2013-06-15

2013-06-20

2013-06-25

2013-06-30

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

16

CUMULATED REACH CURVE

By day on 35 + years old exposed to each media

100%  
TV + Web
80%  

TV
Youtube

60%  

40%  

20%  

0%  
DAY 1

DAY 7

DAY 13

DAY 19

DAY 25

DAY 31

Base: 100% exposed by media

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

17

FREQUENCY DISTRIBUTION
Total Web incremental reach
+ 1.4 pt

« Web campaign adds
2.0 pts reach to those
exposed 3 times to the
campaign »

83.3% 84.7%

TV
TV and/or Web

+ 2.0 pts
59.3% 61.3%

+ 1.8 pt
40.8% 42.6%

+ 1.4 pt
27.0% 28.4%

1 cont +

3 cont +

5 cont +

7 cont +

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

18

FREQUENCY DISTRIBUTION
Indexes

« Web adds reach to
the TV
campaign exposure
especially
on larger number of
contacts (5+) »

100

102

1 cont +

100

103

3 cont +

100

104

5 cont +

100

105

7 cont +

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

19

FREQUENCY DISTRIBUTION
YT incremental reach
+ 1.2 pt
83.3% 84.5%

« YT campaign adds 1.6 pt
reach to those exposed 3
times to the campaign »
TV

+ 1.6 pt
59.3% 60.9%

TV and/or YT

+ 1.4 pt
40.8% 42.2%

+ 1.2 pt
27.0% 28.2%

1 cont +

3 cont +

5 cont +

7 cont +

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

20

FREQUENCY DISTRIBUTION
Indexes

« YT adds reach to
the TV
campaign exposure
especially
on larger number of
contacts (7+) »

100

101

1 cont +

100

103

3 cont +

100

103

5 cont +

104
100

7 cont +

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

21

YT NET REACH PER AGE SEGMENT
Percentage

11.8%  
8.9%  
6.6%  

35+ years old

35-49 years old

50 + years old

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

22

YT INCREMENTAL PER AGE SEGMENT
YT incremental reach

+1.9  pt  
+  1.2  pt  
+  0.8  pt  

35+ years old

35-49 years old

50 + years old

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

23

YT INCREMENTAL PER AGE SEGMENT
Percentage

TV

83.3%

84.5%

35 + y.o.

84.7%

TV and/or YT

84.6%

86.5%

TV and/or Web
86.8%

82.4%

35-49 y.o.

83.0%

83.2%

50 + y.o.

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

24

Quintile analysis
How Web helps reaching the desirable audience
that is hard to reach with TV

Google Confidential and Proprietary

25

HOW AND WHY DO WE PERFORM
QUINTILE ANALYSIS?

Demonstrating YouTube’s ability to reach the lightest TV viewers

Quintile analysis consists in splitting
the audience in 6 groups ranked by
exposure to the TV campaign.

Indeed, the light TV viewer is a
desirable audience that is difficult to
reach through TV. We want to
observe how YT helps reach that
particular target.

The 20% of
exposed who
received the least
TV contacts

The 20% of
exposed who
received the most
TV contacts

Q1

Q2

Q3

Q4

Those who were
not exposed to
the TV campaign
at all

Q5

Google Confidential and Proprietary

26

PERCT. OF ADS ON TARGET
TV

45%  

« With TV,
70% of all
contacts are
delivered to
the top 40%
of the
exposed »

Benchmark = 72% (YT research)

25%  
16%  
10%  
4%  
TV
Q1 (top 20%)

Q2

Q3

Q4

Q5 (bottom
20%)

Avg. TV
frequency=12.3

Avg. TV
frequency=6.9

Avg. TV
frequency=4,4

Avg. TV
frequency=2.6

Avg. TV
frequency=1.2

Unexposed

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

27

PERCT. OF ADS ON TARGET
TV / Web / YouTube

«
operates a more even
distribution across quitiles»

Avg. TV
frequency= 5.5

45%  

25%  
16%  16%  

16%  16%  

« 67% of YT contacts were delivered to individuals
who were less exposed than average to the TV
campaign (quintiles 3 to 5 + unexposed) »
18%  18%  

16%  

18%  18%  

Benchmark = 64%
(YT research)

21%  
19%  
12%  12%  

10%  

TV
Web

4%  

YouTube
Q1 (top 20%)

Q2

Q3

Q4

Q5 (bottom
20%)

Avg. TV
frequency=12.3

Avg. TV
frequency=6.9

Avg. TV
frequency=4,4

Avg. TV
frequency=2.6

Avg. TV
frequency=1.2

Unexposed

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

28

TV FREQUENCY

12.3  
Avg. TV
frequency= 5.5

6.9  

« The top 20%
exposed received

10 times

4.4  

more TV ads
than the bottom 20% »

2.6  
1.2  
Q1 (top 20%)

Q2

Q3

Q4

Q5 (bottom
20%)

Unexposed

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

29

TV/YT COMPARED FREQUENCY

« YT frequency
is 66% higher
than TV
frequency»

Avg. TV
frequency=5.5

12.3  

6.9  
4.4  
1.7  1.7  

Q1 (top 20%)

1.6  1.5  

1.7  1.6  

Q2

Q3

2.6  
1.8  1.7  

Q4

TV

2.0  2.0  
1.2  
Q5 (bottom
20%)

1.5  1.5  

Web
YouTube

Unexposed

Google Confidential and Proprietary

Sources: Mediametrie – Mediametrie//NetRatings – Cross Médias – May to June – Universe: 35+ years old internet users = 26,714,000

30

INSIGHTS SUMMARY

1  

YOUTUBE  IS  EFFECTIVE  AT  BUILDING  REACH  
 
YouTube  reached  8.9%  of  general  campaign  target  and  added  a  1.2%  
incremental  reach  to  the  TV  campaign.    

2  

YOUTUBE  HELPS  REACHING  THE  HARD-­‐TO-­‐GET  AUDIENCE  
 
67%  of  all  YouTube  contacts  were  served  on  the  less  exposed  to  TV,  
thus  reequilibraLng  campaign  frequency.  

3  

YOUTUBE  IS  COST  EFFICIENT  
 
Since  the  YT  cost  tends  to  be  constant,  it  is  an  efficient  complement  to  
extend  the  reach  toward  the  final  beyond  the  reach  built  by  TV  

Google Confidential and Proprietary

FIAT – executive summary
1  -­‐  YOUTUBE  IS  EFFECTIVE  AT  BUILDING  REACH  
 

                                           >  8.9%  reach  of  which  1.2%  is  purely  incremental  
                                           >  315  000  unique  viewers  reached  by  Youtube  only  
2  -­‐  YT  PERFECTLY  COMPLEMENTS  TV,  REACHING  HARD-­‐TO-­‐GET  AUDIENCE  
 
                                             >      70%  TV  contacts  delivered  on  40%  TV  viewers    
                                             >      67%  of  all  YouTube  contacts  served  on  least  &  non-­‐exposed  
                                             >      View  Capping  allows  the  well-­‐balanced  distribuLon  of  contacts  
3  -­‐  YOUTUBE  IS  COST  EFFICIENT  VS  TV  CATCH-­‐UP*  
 

                                             >  58%  Budget  on  YT  (vs  42%  Catch-­‐up)  
                                             =  81%  of  the  Digital  Reach  (8.5%  vs  1.7%)  
                                             =  79%  of  the  INCREMENTAL  Reach  (1.1%  vs  0.2%)  
Google Confidential and Proprietary

*Source : Google datas

ANY QUESTIONS ?

?
?

?

*

To contact us:
Arthur Anglade

anglade@google.com

Google Confidential and Proprietary

33


Aperçu du document FR FIAT Incremental Reach Study Target 35+ vdef (3).pdf - page 1/33

 
FR FIAT Incremental Reach Study Target 35+ vdef (3).pdf - page 3/33
FR FIAT Incremental Reach Study Target 35+ vdef (3).pdf - page 4/33
FR FIAT Incremental Reach Study Target 35+ vdef (3).pdf - page 5/33
FR FIAT Incremental Reach Study Target 35+ vdef (3).pdf - page 6/33
 




Télécharger le fichier (PDF)





Documents similaires


fr fiat incremental reach study target 35 vdef 3
digital omnivores
2013 11 20 cdp noel 2013 mediametrie netratings fevad
emarketer quantifying digital brand ad effectiveness finding the right mix of meaningful metrics
pdf fashiondigitaliq2011
chilltime application

Sur le même sujet..




🚀  Page générée en 0.04s