Media & Me - Unlocking Audience Growth
Remember who’s boss: Growth strategies in the era of personalisation and SVOD
Remember who’s boss: Growth strategies in the era of personalisation and SVOD
Don’t bite the hands that feed: Working with customer data to unlock growth
Keeping viewers loyal: Understanding and enhancing the viewer experience
Think outside your box: Growth through collaboration
Think beyond TV & Video measurement: Integrating your data for deeper understanding of audiences
A new context
Fieldwork for this report was conducted before the coronavirus pandemic (COVID-19) became a global health emergency that changed the lives of consumers across the world. At the time of publication, restrictions to freedomof movement have altered our media and consumption habits. It remains to be seen how deep these changes go, and how long their impact will be felt.
For our clients, COVID-19 presents innumerable challenges not only to ways of working, but also to the ability to reach audiences with timely and relevant messages in a responsible, meaningful way.
While the consequences of the outbreak continue to unfold, the fundamentals of effective media and communications planning remain unchanged. As social distancing, self-isolation and quarantine measures become the norm in many markets for the foreseeable future, this report’s findings, examining key considerations for brands and organisations wanting to navigate the risks of personalised channels, could never be more relevant.
We remain committed to helping our clients adapt and respond to the changing media and communications landscape.
While broadcast still dominates the TV & Video landscape, media owners are increasingly designing offerings to revolve around an individual’s preferences. That’s great news for audiences. There’s no shortage of TV & Video content, and the abundance of choice grows by the day.
…means more competition...
The broadcasters’ response to the challenge is gaining significant momentum. As this report was finalised, four of the biggest global TV networks announced or launched new subscription streaming services (SVOD) featuring exclusive content.
VOD no longer defines a narrow segment of the TV & Video content ecosystem. Streaming and subscription services are firmly mainstream and competition is intensifying, whether it’s wide-appeal entertainment offerings following the Netflix lead or more targeted, interest-driven services. Aggregators can now be bypassed as OTT services are delivered straight to the consumer. The ‘Streaming Wars’ are escalating.
…and an increased focus on user engagement
As competition heightens, audience engagement (‘stickiness’) and personalisation have never been more important.
Broadcasters have long invested in a viewer-centric understanding of their channels and services in a market-wide context. Subscription platforms have surfed a wave of ever-increasing subscriber numbers, but are now realising they must look beyond their walled gardens to keep and attract subscribers long-term.
In a landscape of increased choice and intense competition, everyone involved in delivering TV & Video content needs to understand their audiences in new, deeper ways.
This report uncovers important considerations for those striving to build audience ‘stickiness’ in a complex and disrupted market. How and where should you use data to unlock growth and maximise the return on your investment?
Growth strategies in the era of personalisation and SVOD
The viewer in the driving seat
"The consumer is boss – it’s only through cross-media audience measurement that we can effectively create better experiences for the consumer."
Alejandro Betancourt, LATAM Brand Director, P&G
The idea of the viewer ‘taking control’ has persisted since the early days of TV recording devices, growing with each new innovation, from VCR to VOD. That control is now total – not only in terms of what is viewed when, but also where and on what devices.
The need for content providers and advertisers to understand consumers, both as viewers and customers, has never been more pressing.
The Streaming Wars
Competition among paid-for subscription services is increasing dramatically with global (or multi-market) offerings from Netflix, Disney, Amazon Prime Video and Apple TV.
And local giants are responding. China’s Tencent Video, Brazil’s Globo Play and the UK’s BritBox (among others) have launched, with their progress being closely watched. Increasingly, such SVOD services feature some degree of local collaboration, teaming up to provide strong local competition to the deep pockets of global platforms.
"Alliances will form; there is a real appetite for discussion amongst local players."
Kristian Tolonen, Head of Research, NRK
For these new services to unlock growth, it’s vital they understand not only the audience they have, but the audience they might attract. Existing services, meanwhile, must understand the growing and evolving competitive set. Research and insight have never been more important.
The TV set predominates and linear broadcast remains strong
While on-demand services continue to launch, broadcast shows no signs of retreating.
Watching television on a TV set is still overwhelmingly popular. As many as 97% of connected consumers tell us that they watch TV on a TV set, and this figure hardly varies by age.
And it’s not an occasional activity. Across the eight markets, 77% say they watch TV on a TV set at least once a day. Although that figure does decrease in the 18-34 age group, it’s still high at 66%.
Meanwhile, an impressive 77% now use their TV sets to watch content using a web-connected device, and 83% (rising to 95% of 18-34s) do so via a website or app. TV content via IP is now a mainstream activity.
Claimed TV & Video consumption (ever watched)
Viewing time is finite
Our TV & Video platforms must respond to the needs of the population to compete with a finite viewing time. We work continuously to understand our audiences deeply and deliver the best viewer experience.
Fabia Juliasz, Research Director, TV Globo
Although there can be increases in total viewing time as new, attractive services are added, available viewing time in a busy world is finite. The introduction of new services doesn’t mean a proportionate increase in viewing.
During 2016-2019, for example, UK TV viewing (linear and timeshift) decreased by 14%, from three hours and 32 minutes to three hours and five minutesi. Over the same period, unmatched viewing (where the viewing source is unidentified by the currency measure – i.e. non-broadcast) increased by 48% from just 35 minutes each day (2016) to 52 (2019).
This explains BARB’s investment in Kantar Focal Meter, a router meter being rolled out across the panel to identify viewing via IP on the TV set and other devices. At the time of publication, the UK is one of 10 markets around the world actively deploying or already using this technology to enable holistic, cross-platform audience measurement.
SVOD is now the norm
Those using streaming services, regardless of device, now number almost three in four, with 73% saying they access a paid subscription service (whether they pay for it themselves or not).
Included within the ‘accessed but not paid for’ category are those legitimately accessing streaming services not only via a household subscription but also via password sharing, which is tolerated by some platforms looking to grow reach.
These subscription services certainly skew towards a younger demographic, but a significant drop-off in consumers using them does not occur until the 55+ age groups. SVOD is firmly mainstream now.
Claimed access to subscription services
But pockets are not bottomless
With the competition increasing there’s a question mark over the number of subscriptions consumers might be willing or able to pay for. Some argue that the subscription revenue ‘pie’ cannot keep growing. Where might the limit lie?
‘Nobody can afford or want to pay for multiple subscription services. A degree of consolidation is inevitable.’
Baptiste Archambault, Director of Marketing & Growth, Daily Motion
To arrive at a wider view on subscription limits across the globe, we analysed our TGI Global Quick View dataset, right, leveraging harmonised connected-consumer data covering 22 markets.
There’s a substantial drop-off between two paid-for subscriptions and three, which reflects the duopoly of Netflix and Amazon Prime so far. With the field widening, will there be a subscription cap? Are consumers more likely to swap out services than add them? Will they be less loyal, adding and dropping more frequently depending on the new content available?
44% of those connected consumers who say they pay for an online streaming service have at least two subscriptions
18% pay for at least three
7% pay for four or more
Base: 18,672 connected consumers who pay for an online streaming service (connected consumer: 16 - 64 years old who have used the internet in the past week.)
Source: Kantar TGI Global Quick View, 2019
Funding models at a crossroads
The DIMENSION 2019 report examined the balance between subscription and advertising-funded models and debated whether a hybrid model might become more common. It’s still not clear whether a subscription-only model is sustainable. Netflix has spent massively to buy growth, while Amazon Prime Video is part of a much wider game plan for Amazon.
Disruption is the name of the game, but online streaming doesn’t have to be a winner-takes-all market. Given a likely consumer subscription cap, it’s inevitable that some fully subscription funded services will evolve to feature advertising too.
Our research reveals that consumer attraction to ad-funded as opposed to subscription services varies a lot by age. The youngest group is split equally between the two options while the oldest favours an ad-funded service, perhaps reflecting the model they’ve grown up with.
Online TV & Video subscription choices
The largest service, Netflix, has ruled out taking advertising for the time being. CEO Reed Hastings reaffirmed a commitment to their current subscription model in Netflix’s January 2020 earnings call: ‘We're really pretty confident that the best business model is this way.'
Nonetheless, a hybrid model may be inevitable for some services.
‘I think we’re reaching a level of saturation of how many broadly appealing subscription services the market can accommodate… Just to compete, most premium services will have to integrate some form of advertising.’
Ashwin Navin, CEO, Samba TV
‘Advertising’ continues to take many forms. Sponsored programmes, capped (limited) ad breaks at the front of a show and brand integration within a show are all becoming popular as broadcasters and platforms seek to find additional revenue streams.
A critical element when deciding which route to take, if any, will be understanding how these forms reach a brand’s audiences – and deliver value for the advertiser.
‘Brands want to talk to audiences in a unique way, not least through TV advertising. We’re committed to working with advertisers to deliver greater value through our platforms and reach audiences in new and exciting ways.’
Fabia Juliasz, Research Director, TV Globo
It’s not just about your audience…
Whatever the funding model, understanding the audience once they’re attracted to the content is no longer sufficient for service providers. With the consumer now in total control, it’s crucial to understand the potential audience, convert them into viewers and retain them.
Building and maintaining a loyal audience in the face of intense competition and the wide variety of devices is essential to growth.
Don’t bite the hands that feed
Working with customer data to unlock growth
Industry-accepted currencies measuring audiences’ actual viewing behaviour have never been more important, not least as the means to plan, buy and sell advertising, and to commission, schedule and sell programmes.
‘Together with other UK broadcasters, we have a shared desire to have a standardised approach underpinned by a panel and metering. It allows each broadcaster a total view of consumption with unified metrics that help us maintain independence and transparency.’
Lucy Bristowe, Director of Insight & Research, Sky Media
As audiences expand their media consumption choices, measurement techniques have advanced to reflect the reality of a viewing world controlled by the consumer.
'For the foreseeable future, we expect a combination of panel data and logs data will be used to enable privacy-safe measurement, helping marketers improve their cross-media investments.’
Ryan Stonehouse, Global Head of Insights & Planning – Google, YouTube
With great data comes great responsibility
Unlocking growth in the personalisation age demands a new relationship with consumer data.
‘Safeguarding consumers’ privacy is our prime concern. The moral owner of data collected online is the consumer.’
Guillermo Campanini, COO, Telefe
It’s vital to understand that consumers retain ownership over their data. They loan it to companies who can in turn use it to provide them with better products and services. Recent data legislation emphasises that companies do not ‘own’ their customers’ data and so must use it with care.
At Kantar, we conduct trusted TV measurement services that fuel $86 billion of advertising spend worldwide. We know that meeting and keeping the highest research standards must be maintained.
Using data for good
A total view of audiences requires us to treat consumer data with respect, and to act within the spirit as well as the letter of data privacy regulations. Everyone involved in reaching audiences has a responsibility to use consumer data properly and in a privacy-safe way.
‘Consumers own their data, including any data that is created while using our services. We need to offer them enough value, by providing more relevant experiences with content and advertising, that they consent to collection and use of their data.’
Spencer Charters, VP, Strategy & Product Development, Corus
It’s important to explain to consumers the benefits that result from loaning their data. Not to do so can lead to mistrust and cynicism.
‘Consumers should own their data, but they need to be cognisant of what happens with that data.’
Jeff Greenfield, Chief Attribution Officer, C3 Metrics
‘We have a mantra: “To use data for good”. Before we use data we need to consider: would a consumer be okay with the way we want to use it? Is what we’re doing ultimately making the experience better for the consumer, not just more efficient for us?’
Jerry Daykin, EMEA Media Director, GSK
Consumers are worried
Industry leaders are right to identify data privacy as a concern. The majority of our connected consumers told us they’re worried that tailored content may be putting their privacy at greater risk.
’I worry that more content tailored to me may mean that my privacy is at greater risk.’
Consumers are becoming more and more ‘data aware’. This is sparked by the promotion of GDPR, CCPA and other privacy legislation, publicity around data breaches, and consumers’ own resentment of repetitive and over frequent online targeting. There’s real concern over how their data is being used, most notably on social media platforms.
Attitudes to social media platforms
The results make fascinating reading, and could be interpreted as a backlash against social platforms. While 52% say they don’t trust a lot of what they see on social platforms, 64% are concerned about their data being used for advertising on social platforms. And 40% are using social media less because of wider privacy concerns.
‘User privacy is paramount. Users should have transparency and control of the collection and use of data, and measurement data practices must always respect user privacy.’
Ryan Stonehouse, Global Head of Insights & Planning – YouTube, Google
As an industry we need to treat consumer data with respect, doing more to explain and promote the consumer benefits that come from using their data responsibly. Failing to do so threatens co-operation from respondents, risks increased cynicism about online advertising, and could ultimately lead to data privacy breaches.
Two distinct data sources need to coexist
The trend towards more addressable media forms, and the plethora of data available as a result, is a gift to media owners operating in a hyper-competitive landscape.
Meanwhile, increasing amounts of behavioural data are being collected, sourced at point of use as consumers search for programmes and viewing content.
But two distinct sources of data need to coexist:
Deterministic behavioural data captures behaviours on a specific media platform or device. Only those reading the lengthy terms and conditions of the platforms collecting the data will have a clear idea how their data is being collected, let alone what it’s used for.
Probabilistic data is fuelled by representative audience samples who, by definition, have given their active approval to having their viewing measured.
One seeks to answer what consumers are doing within the walls of a given platform, and the other seeks to address why they’re doing it.
The industry is increasingly realising that the balance has swung too far towards deterministic behaviour measurement. There's been too much focus on metrics designed to help executional buying (answering the ‘what is being viewed?’ question), at the expense of research and insights that assist in planning decisions (the ‘why are they viewing?’ question).
'I think the pendulum has swung too far. We were all convinced that optimising digital media buying was going to be the saviour of the marketer and we spent 10 years believing that. I think we're realising that targeting to the point of annoyance is not the way to build long-term value.’
Tom Denford, Chief Executive IDComms
Size isn’t everything
Measuring the size and nature of an audience is important, but no longer enough to unlock growth – whether that’s defined as growth in advertising revenue, audience share or subscription renewals.
‘Deterministic data is based on facts that have already happened. But historic facts cannot fully represent the future, otherwise society will not develop. Businesses must not only meet current user needs but must also stimulate new user needs and satisfy them.’
Chengzhi Ge, President of Research Institute, iQiYi.com
Catering to the existing subscriber base, and examining their isolated behaviour on a platform but ignoring their total media consumption, is a mistake. Providing the audience with something that has worked before at the expense of tempting them with something new won’t grow the viewer base.
‘We need both deterministic behavioural data and probabilistic, modelled data. They have different strengths and weaknesses and play different roles in our business – it’s not an either or.’
Spencer Charters, VP, Digital, Data & Advanced Advertising, Corus
To understand, retain and grow audiences, we need to use data collected through both deterministic behavioural and probabilistic means.
Both are essential if the industry can meet the vision of advertisers – measurement that takes into account total video viewing, regardless of device or source.
Understanding and enhancing the viewer experience
Viewers are fickle. Winning their loyalty to your channel or platform, and keeping it (‘stickiness’), is increasingly important.
We need to go beyond a basic measurement of audience size, and also take into account the audiences’ needs. To what extent are those needs met by the whole range of entertainment on offer?
Whether streaming services settle on a subscription-only, ad-funded or hybrid model, they need to provide audiences with a good reason to visit them, easy access to see what they offer, and a plan, using identified levers, to convert occasional visitors into loyal subscribers.
Viewing to specific new content can deliver, but improving the customer experience will be key to long-term growth.
‘We can use data to provide a better customer experience – and we need to make that clear. We have to fulfil our end of the bargain or we risk losing the customer.’
Ignacio Gomez, Research & Innovation Director, RTVE
Room for improvement
Our research across eight markets reveals areas where subscription video services currently fall short in delivering a quality experience to subscribers.
- It’s clear connected consumers like the control subscription services offer: 68% agree that they value the ability to watch what they want, when they want.
- New content is a massive driver: 74% of users say they mainly watch new series. However, 45% say they mainly watch repeats of favourite shows, explaining the huge sums currently paid by platforms for proven properties like Friends or The Office.
- When it comes to content discovery though, the picture is far less positive. Although 68% find the search function easy to use (when they know what they’re looking for!), 43% feel they spend too much time searching for something to watch. On balance, users feel the recommendations are not helpful to them, and far more prefer recommendations from friends and family over the algorithm.
Attitudes to subscription video services in %
Algorithms only take you so far
The challenge is that algorithms are limited to analysing choices made within a particular service. That’s not enough to ‘know’ the user. Audience insights are needed into how viewers navigate, and choose from, the full spectrum of their entertainment options.
Simple algorithmic recommendations might restrict a viewer to a narrow-interest spectrum based on their previous viewing behaviour within a platform’s confined walls. The opportunity to discover relevant, exciting, fresh content can be hidden behind a menu of the tried and trusted.
‘The idea of “universal search” is becoming more popular. Broadcasters and content providers must simplify it so audiences can find the content they’re looking for. The algorithms do not make it easy for the audience, and the notion of “discovery” is a big thing.’
Christian Kurz, SVP, Global Consumer Insights, ViacomCBS
We need to understand what drives audiences beyond their viewing patterns on on-demand services. Audience segmentation and custom research can significantly enhance media measurement, providing a consumer-focused insight on the ‘why’ as well as the ‘what’.
‘Good content alone won’t allow us to survive – and thrive. Audience experience and user interfaces are essential too. We need to understand and care about our customers. We need to know their problems, so that we can give them answers without asking the questions.'
Eija Moisala, Head of Smart Data and Audience Insight, YLE
Disrupt or be disrupted
As the range of content grows ever larger, understanding the audiences’ evolving viewing requirements, and the ability to offer the right range of options at the right time, will be ever more important.
The key to growth is constant innovation and creativity, fuelled by holistic audience measurement that gives the ‘bigger picture’ and fuels technologically sophisticated recommendation engines.
If disruptors don’t do more to innovate, not only in enticing new audiences but also in retaining them and fostering loyalty, they will become the disrupted.
Growth through collaboration
Together in data
Collaboration is key to survival and growth for all media owners – and that applies to revenue generation as well as to data sharing.
In this ultra-competitive landscape, broadcasters are increasingly playing to their strengths. For national and regional broadcasters this lies in a deep, long-honed understanding of local needs and viewer behaviours. They have used established media trading currencies and custom research to learn over time what their customers require and expand their offering accordingly, successfully growing audience share.
‘YLE was an early entrant in delivering streaming services so we’re well positioned to build on our early learnings. We have to be good at both content and the user experience to understand our consumer well.’
Eija Moisala, Head of Smart Data and Audience Insight, YLE
The rise of the data alliance
Now broadcasters are increasingly working with competitors, advertisers and agencies to form data alliances. These entail new trading and distribution model opportunities, such as those pioneered by GroupM productions which is working with broadcasters to distribute shows of interest and relevance to their advertiser base.
There are promising signs of collaboration, even between erstwhile competitors:
- In Spain, there is commitment to a cross-media measurement vision, reporting audience viewing on all devices and content platforms.
‘I can imagine publishers exchanging data with each other, and with certain third parties, if the result is an improved understanding of the audience. There obviously needs to be a mutual business benefit.’
Ignacio Gomez, Research & Innovation Director, RTVE
- In the UK, Sky and Channel 4 announced a strategic partnership that enables Channel 4 to use Sky’s AdSmart technology to deliver fully-targeted, addressable ads for its linear channels to Sky and Virgin Media households. Consumers benefit from a greater relevance in the advertising they see.
- In the Netherlands, the move towards collaboration in industry currencies, and the consequent formation of the Media Club, has led to the logical next step of aligning the currencies in a single tender process.
“With more online media consumption, the rise of data alliances and smarter data collaboration is clear. It’s not confined to data! Moving to a shared office environment has led to stronger connections between silos and has made cooperation easier.”
Irena Petric, Managing Director, NOM (Nationaal Onderzoek Multimedia)
- In Australia, collaboration has extended even further outside the box. Think.TV, the TV trade body, and News Media Works, the news brand trade body, have merged to form The Premium Content Alliance.
Measurement is a team sport
Collaboration across TV & Video must have mutual benefit – not only for media owners but also for advertisers and the audiences both are trying to reach.
While alliances will form, re-shape, disband and reform, a total understanding of the audience in any market needs to remain stable. Measurement is a team sport, and all media owners have a responsibility to ensure the TV & Video currency is representative of an audience’s viewing behaviour.
Certain markets are already achieving this, demonstrating an ability to work together towards a common goal:
- In Canada, TV currency provider Numeris is, with the support of the regulator (the CRTC) and our own return path data capabilities at Kantar, building a shared set-top-box audience measurement system, giving channel owners access to detailed, common viewing data.
- In the Netherlands, the currencies and digital platforms are discussing how best to develop the world’s first total-media measurement currency.
- In the UK, advertiser trade body ISBA is leading an initiative (Project Origin) to execute the World Federation of Advertisers’ guidelines for cross-media measurement, with an initial focus on video and display advertising.
Everything is measurable. And reliable measurement is essential for advertiser confidence, as well as for shaping the media’s audience offering.
Undoing the damage and building bridges
Accountability, quality, transparency and independence lie at the heart of trading on any given medium. But if investment in TV & Video is to be sustained, we need to respond to the market’s changing requirements.
‘There are no standards at all in the measurement [of platform audiences]. None. There are standards in TV measurement, there are currencies that are audited, but anyone can get into the [online] measurement game if they want to. There's nobody overlooking them at all.’
Jeff Greenfield, Chief Attribution Officer, C3 Metrics
Lack of collaboration in online video measurement leaves data sitting in walled gardens. Controlling the frequency of ad campaign delivery across broadcast and online platforms is, as a consequence, impossible. There’s real concern that this is damaging the image of advertising among consumers, who complain of being bombarded.
Data collaboration is vitally needed to turn this situation around. The WFA, supported by the world’s largest advertisers, is calling for a broad cross-industry consensus on key global cross-media measurement principles.
The involvement of broadcasters, digital platforms, Kantar and other measurement providers will accelerate the implementation of more consistent measurement metrics, including those currently unverifiable datasets hidden within walled gardens.
‘I do believe that if advertisers, agencies, platforms and research companies work together collaboratively, we will co-create a solution for a cross-media measurement built on the principles of transparency, privacy-safety, comparable metrics and independent oversight.’
Luis di Como, EVP Global Media, Unilever
A unified voice
The industry as a whole needs to consider media measurement more holistically.
Advertisers need to be able to plan integrated campaigns, and consumer trust in online media forms, particularly social media, needs to be rebuilt. How consumers’ data is used to improve their experiences must be addressed as a matter of urgency. Pretending that the answer lies only in online behavioural data, collected without consumers’ active consent, is in our view wrong.
Ultimately, everything is measurable – but the research agencies can’t do it alone. Advertisers, media agencies and media owners have to be clear on what they want, on what the common requirements are. It’s crucial that the component parts of the industry agree on priorities: a clear and unified voice will only come via collaboration and openness.
Collaboration is essential to realising the greatest benefits from the research and data investments being made. Data collaboration is essential for growth.
Panels: the source of truth
It might be argued that when messages are targeted so precisely via addressable means, sample-based research, along with people meter measurement, is redundant. Surely those delivering the service have all the behavioural data they need?
We don’t agree. Data from representative, constructed samples can add a great deal of objectivity, and a huge amount of context.
Effective sample-based people measurement is the foundation for bringing data together.
In a world suspicious of data use and collection, sample-based people measurement has strict standards as well as a reputation for transparency and honesty, both among those being measured and the industry using the resulting data.
"Third-party measurement is important. We need a third party who can act on behalf of the advertiser to verify [and] validate claims by any one media platform and provide a singular view of media activation across every touchpoint."
Ashwin Navin, CEO, Samba TV"
The solidity and reliability of industry-collected, industry-verified currency data make it suitable for integration with other datasets and mean it can be used as a calibrator for other sources.
Think beyond TV & Video measurement
Integrating your data for deeper understanding of audiences
Advertisers want to reach audiences wherever and whenever will deliver the greatest return on investment.
Media owners and platforms want to understand how to maximise the appeal and stickiness of their services.
So the industry needs a more holistic understanding of consumer needs and the role of the many entertainment options in their lives. This means not just bringing media datasets together but combining them to provide consumer-centric insights.
The greatest insights come from a combination of behavioural and sample people’s motivations for doing something alongside what they actually do.
I think we’ll see the walled gardens open up and we'll see anonymous data available for analytics purposes only, which then can be married to the advertiser’s first-party data for audiences that they’re targeting.
Jeff Greenfield, Chief Attribution Officer, C3 Metrics
Joining the (dataset) dots
Datasets need to be in a state where they can be safely and efficiently integrated with other first-party data, such as those owned by advertisers.
It’s important that end-users think through the broad uses for the data from the start. Joining the dots between datasets can deliver greater value for everyone involved.
That’s why we have invested heavily in our expanding team of industry-leading data scientists at Kantar. The industry requires a deeper (and connected) insight across audience touchpoints to enable optimal advertising.
Linking together advertisers’ first-party datasets with currency data fuels a more relevant message to the end consumer.
The value of custom research
Meanwhile, custom research plays a vital role in enabling us to get under the skin of media measurement data.
It allows us to walk in viewers’ shoes, to understand what motivates and drives them to consume media, and to evaluate the impact of that consumption on their attitudes and purchasing.
With holistic people (currency) measurement as the foundation, advertisers and media owners can deepen their understanding of how TV & Video viewing functions as a trigger when purchase decisions are made.
How can we help
We hope you’ve found this report useful as we’ve explored building audience ‘stickiness’ in a complex and disrupted TV & Video market.
At Kantar, we conduct trusted TV measurement services that fuel $86 billion of advertising spend worldwide.
A robust and futureproof audience measurement is key to understanding how changing audience viewing habits can unlock growth and maximise the return on industry investment.
We’re committed to investing in cross-media audience measurement capabilities the industry can leverage. Our People Meter and Focal Meter technology can now measure all TV & Video viewing in the home: all devices, all platforms.
Connected Media Intelligence
Our clients require a more holistic understanding of consumer needs and of the role of all media forms. This means not just bringing media datasets together but combining them to provide consumer-centric insights.
At Kantar, we offer a full suite of services across all aspects of connected media intelligence to address your specific business needs – whether that’s planning your media strategy, measuring audiences, or evaluating the effectiveness of your campaign activities and their overall impact on your brand. Get in touch to find out more.
DIMENSION is Kantar’s latest thinking on some of the biggest communications planning, buying and measurement issues faced by the media industry.
This year’s study – Media and Me – investigates how brands, media owners and agencies can all win in an increasingly personalised media world.
As consumers use more connected personal devices to organise, curate and discover media, the industry is increasingly designing products and services to revolve around their personal preferences. This trend towards greater personal curation presents enormous opportunities and challenges to the industry that need to be understood.
Uniquely, the study reflects the response and attitudes from twin perspectives: those of the industry’s practitioners and those of the consumers they are trying to reach.
We have two additional reports forming the DIMENSION 2020 study, view them via the links, right.
About the research
We interviewed 8,002 connected consumers in eight markets (Argentina, Brazil, China, France, Germany, Spain, the UK and the US: 1,000 respondents in each). Collectively, these eight markets cover over two thirds ($400 billion) of global advertising spend.
Connected consumers are defined as those over the age of 18 who use at least two of the following: a PC or laptop (at home or at work), a smart TV (internet enabled), a smart speaker or voice-activated device, a personally owned tablet or smartphone to connect to the internet. We believe this sample to be of the greatest interest and relevance to our clients. The data produced is not, though, comparable with any data gathered from a sample designed to be representative of a total adult population.
Interviews of connected adults were conducted online using the CAWI (computer aided web interviewing) technique by our Profiles Division between 11 November and 4 December 2019. All numbers quoted in this report are based on this sample unless otherwise stated. A full fieldwork report, complete with methodology and country data, is available from www.kantar.com/dimension.
We also interviewed 37 industry practitioners to elicit their opinions and perspectives. These included senior figures from brands, agencies, media and platform owners, trade bodies, consultancies and adtech businesses. Attributed quotes have been approved for use by the individuals concerned.
Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.
Written and published by Kantar, April 2020 © All rights reserved.