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Media Measurement

Hoje em dia o consumo de media é mais fragmentado do que nunca: os consumidores têm acesso a um maior volume e diversidade de conteúdos, em diversos canais, em diferentes formatos, além de disporem de várias alternativas de dispositivos através dos quais podem aceder a esses conteúdos.  

Os anunciantes, publicitários e produtores necessitam de dispor de informação precisa e fiável para identificar quais os canais - digitais e tradicionais, mais assertivos para captar o seu público alvo. Mas, também como se consome, e quando, esses mesmos conteúdos.  

A nossa solução de medição de audiência é a moeda comercial para as empresas de televisão, imprensa, rádio, canais online e móvel. Acompanhamos quais os consumidores que estão a utilizar um determinado canal, como se envolvem e interagem com o conteúdo, em cada tipo de media e o que está a impulsionar os seus comportamentos.  

Com esta visão detalhada sobre a apreciação dos conteúdos, os nossos clientes não somente obtêm dados sobre o que é que as pessoas estão a ver ou ouvir, como também ficam a saber o porquê. As nossas soluções de medição cross-media mostram quais os dispositivos que a sua audiência está a utilizar para cada canal e que tipo de conteúdo é consumido em cada um. Avaliamos assim a eficácia da sua estratégia de marketing transversalmente a todos os canais.

A GfK ajuda-o a optimizar as acções de media, selecção de canais e de conteúdos, para alcançar um maior envolvimento da sua audiência.  

Últimos Insights

Pode encontrar aqui os últimos insights de audiências. Ver todos os insights

    • 09/01/17
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Global
    • English

    Researching the mind of a ‘distracted viewer’: The greater than ever role of engagement and the gains of AI

    The rules of engagement have modernized. There is no question that – for a while now- we’ve been living in the era of the ‘distracted viewer’. If anything, the re-invention of TV over the last decade should have spawned a more appreciative and engaged consumer. Firstly, content on the small screen has re-emerged as innovative, surprising, ‘wonder what comes next’ claiming, it feels, some of the old cinema aura. Secondly, more money than ever before is now spent on commissioning and acquiring content for the general TV; Netflix, Amazon and HBO announced they are spending, as a total, more than $12 billion dollars on content this year Instead, the abundance of shows to choose from combined with the plethora of devices demanding our attention have turned us consumers into the toughest of judges on a talent show at any given time. And I will explain why; whether we are streaming or still enjoying the traditional TV, viewing is rarely a single action. Online browsing, social networking, instant messaging or just good old phone ringing come in the way of a viewing experience. Unless we make a conscious decision to remain uncontactable during a viewing session, pop up alerts will be fighting for our attention throughout repeatedly asking us to make a choice as to whether the content we watch is worth interrupting; our engagement will be undoubtedly tested.

    Engagement through emotion

    So, what is it in a programme that keeps us engaged? For many decades, creatives globally (with the help of their insight teams) have been attempting to solve the engagement question, which more often than not is synonymous with international appeal and longevity of a show in the viewers’ hearts. Figuring out that emotions are some of the main drivers of engagement is almost straightforward. Deciding which are the lead emotions and how to track them is trickier. In market research, emotions are captured in numerous and cross methodology ways: from using words/emojis/open questions in quantitative surveys to having ‘emotional’ qualitative group discussions and in depth one-to-one interviews to using dial testing, heart rate tracking and machine learning algorithms like facial expression capturing and voice recognition, all used to define the emotional connection between the viewers and a new programme. But, in all honestly, creatives have been taking the lead on this one, not necessarily with the fine-tooth comb of emotions, rather with gut feeling and their years of experience taking centre stage in this decision making. Sometimes the audience choices will contradict these decisions. The most striking example of a success that was failed to spot is ‘Mad Men’; it was rejected by both HBO and Showtime before AMC decided to take a punt with it. Same with C.S.I. which was consciously overlooked by ABC, NBC and Fox and it was only the CBS executives who decided to take a chance with it. 17 years after it first launched, it continues to be the bread and butter of many schedules around the world.

    Measuring audience emotions

    So, what’s so important about emotions that can predict a show’s appeal? The answer sits somewhere between neuroscience and psychology. Think about a movie scene that increased your heart beat, made you start biting your nails again, stand up or even scream. At that particular moment, you were biometrically experiencing what was happening in the movie world, fully empathising with the feelings of the character. If then or immediately after you were asked a pure and undiluted research question like: ‘what did you think?’, any emotions would be decoded in your answer. GfK Voice allows us to do exactly that, ie. capture audiences’ emotions and their sense of engagement by translating people’s voice response to quantifiable data.

    Analyzing the ‘distracted viewer’

    Once emotions subside, people start rationalizing what they’ve experienced. Referring to that movie scene again here, if it’s memorable and worth pondering, thoughts will start coming in. Emotions will give place to reasoning and our ‘distracted viewer’ will engage in chats, tweets, will write reviews, share comments on social media and even reply to surveys offering well-thought, moulded answers. The key to unlocking the essence from all this unstructured text is artificial intelligence (A.I.). The text mining process that analyses transcripts, unlocks themes, detects how formal, informal or emotive writing is, is what we call Advanced Text Analytics. This automated process of examining text delves deep into the context behind engagement recreating the consumer’s mind. The combination of emotional decoding and artificial intelligence can shine the brightest light on the consumer’s mind and produce powerful diagnostic as well as predictive results. Engagement might be constantly tested with distractions all around us and machine learning technologies define exactly how much that is. However, in this world of distractions, the abundance of platforms consumers use to express themselves unveils the deepest insights that are often the hardest to get. And this is where A.I. benefits the most. hbspt.cta.load(2405078, '1666e93b-ae0f-44ea-ab46-054ef5cc96ff', {});
    • 08/22/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    A new wrinkle in over-the-top TV services: vMVPDs not so virtual anymore

    In the ever-changing world of delivering video to TVs and homes, real bellwether moments can sometimes slip by us. But the appearance on the scene of the awkwardly named vMVPDs (virtual multichannel video programming distributors) could well be such a moment.  These “skinny bundle” services offer a variety of broadcast and cable networks via on-demand streaming — and at least some channels are available to stream “live” when broadcast. The potential of this new OTT wrinkle is huge. Delivering live programming and events as they happen has been a key differentiator for traditional pay TV services as they try to fend off streaming service providers. Now, services like DirecTV NOW, Sling TV, and PlayStation Vue can begin to offer competing live programming – the opening of a potential floodgate in video media.

    Innovation worth watching

    We measured vMVPDs for the first time this year in our long-running The Home Technology Monitor™. The new Ownership and Trend Report shows that 3% of TV homes subscribe to one of the vMVPDs listed above. (It was too early to measure either Hulu with Live TV or YouTube TV). Now, three percent may seem like a “blip” if there ever was one – but every real innovation has to start somewhere. And this one in the media industry has definitely found to be worth watching. That is why we decided to collect additional information on vMVPD homes — but, as there were only 82 of them, consider the following to be directional findings, not definitive. Looking at those homes which report DirecTV NOW, Sling TV or Playstation Vue subscriptions, we find very similar levels of adoption among the three – there is not a dominant player at this point in time by any means.

    Who is subscribing to vMVPD services?

    Perhaps most interesting is where these vMVPD homes came from, in terms of reception. A small minority – just one in six – of these homes were “uncorded” before subscribing to their vMVPD service. Half cancelled regular pay TV service. And almost exactly one-third report they also have “regular” pay TV service.  And all report having a TV set and almost all say they stream to a TV set in some manner. Thus the vMVPD home is far from the cord-cutting, TV-less home some may have expected. However, if one counts vMVPD homes in the same bucket as “pay TV” – something on which there was not a consensus from our Home Technology Monitor subscribers – then the pay TV home decrease is offset, and its level holds relatively steady compared with last year. This is a definite silver lining in these difficult days for cable networks, if not their traditional MVPD partners.

    An improved user experience for viewers?

    vMVPDs with live TV will likely remain a hot topic in 2017,  as additional competitors join in — whether streaming-first brands (Hulu and YouTube) or, as rumored, traditional MVPD services. These services are banking on consumers accepting a smaller selection of networks and the promise of an improved viewer user experience compared with traditional providers. While vMVPDs will certainly be of interest to a sizable viewer niche, expansion outside the obvious Cord Cutters/Cord Never targets will require a high level of consumer satisfaction and the ability to deliver desired content. People may have many complaints about their interactions with their cable providers and their costs, the actual delivery of television to the home by pay TV tends to be very reliable – which can’t always be said for video streaming. We also see many local TV markets are still unserved by the new “live TV” streaming from broadcast networks because of affiliate agreements – the network O&Os are available, but availability outside of those markets is still sparse. But these are still early days, and several more years will likely be needed to accurately assess the long-term traction of vMVPD-type services. With several notable players all in on vMVPDs (Hulu, YouTube, AT&T, DISH and Sony) and several notables sitting it out (Amazon, Apple), it will certainly make for an interesting period for researchers, competitors and consumers. Get similar insights – and many more – as soon as they get published by subscribing to The Home Technology Monitor in 2017. Aside from our annual Ownership and Trend Report, our report topics this year include Commanding Media (voice commands), Over-the-Top TV, TV Everywhere and SVOD Digital Purchase Journey. hbspt.cta.load(2405078, '9e81766d-3de3-4a41-b18f-755b81cf461d', {});
    • 07/31/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    How Cord Nevers and Cord Cutters compare in their TV viewing preferences

    The rise in streaming television viewing in the US continues apace with the frequent arrival of new “skinny bundles” of programming. But if you think there’s no difference between TV Cord Cutters—defined as viewers who eliminated their standard TV subscription—and Cord Nevers (people who have never paid for a traditional TV connection) think again. While Cord Cutters have some things in common with Cord Nevers, they differ in many ways. Additionally, neither group has ruled out opting for a traditional pay TV service in the future, as their satisfaction with their current TV access situation leaves much room for improvement.

    Netflix is front and center

    First the similarities, as highlighted by the latest GfK MRI Cord Evolution study, which tracks the attitudes and behaviors of 10,000 respondents nationwide. Both Cord Cutters and Cord Nevers are big fans of shows on Netflix. All 10 of the favorite streaming-only shows of Cutters are on Netflix compared to seven shows preferred by Cord Nevers, whose other three shows are on Amazon or Hulu. The Netflix original “Orange Is The New Black” is #1 for both groups. When it comes to platform choices, differences emerge. Netflix is the top streaming service among Cord Cutters, with 57% of respondents saying they have used the service in the past year. 50% said they had used YouTube and 37% Amazon. But Cord Nevers prefer YouTube (46%), followed by Netflix (39%) and Amazon (25%).

    Video habits

    Cord Nevers are heavy short-video viewers and they over index for over-the-top services like BBC News, Showtime and Vevo. Conversely, Cord Cutters are heavy Internet users and are more likely to be parents (35%, index of 112). They also over-index for OTT services like PBS Video, Disney Movies, Sling TV and A&E. Semantical differences emerge when respondents are asked to define “TV” and old habits have a way of enduring. Large percentages of Cord Nevers (43%) and Cord Cutters (50%) define TV as anything they can watch specifically on a TV set. Some of this can perhaps be attributed to the rise in connected-TV devices and a migration from mobile video viewing back to a big screen, particularly at night, in the living room. Both groups are equal (29%) in saying that TV is “anything they can view on any device” (including a smartphone or tablet).

    Leaving their options open

    With so many streaming choices available, one could assume that Cord Nevers and Cord Cutters would be pretty satisfied. But that’s not the case. The data show that 60% of Cord Nevers are “very satisfied” with their current TV access, compared to 50% of Cord Cutters. Meanwhile, almost one-quarter (22%) of Cord Nevers say they intend to subscribe to a traditional TV service in the next six months, a figure that is slightly higher (27%) among Millennial Cord Nevers.

    Conclusion

    Cord Nevers and Cord Cutters bring very different histories and expectations to viewing. Both groups still have strong allegiance to TV sets and traditional programming models, but they clearly have different viewing tastes, and even diverge on their perceptions of what TV actually is. As Millennials get older, we can look for these populations to transform and perhaps grow more similar while Gen Z will begin to shape the Cord Never group more and more.
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    • 07/28/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    Why a 360° crossmedia view is vital to bridging the gap between content and consumers

    Connected Consumers face an avalanche of communications on a daily basis. Advances in connectivity, coupled with societal shifts, mean that we live in an age where media is “always on” – for both advertisers and consumers. This culture of relentless connectivity is one that causes friction between audiences and content. Although consumers understand that advertising is required to pay for content, they do not want to be bombarded indiscriminately with sales messages. The challenge is to bridge the gap between consumers and content. To achieve this, marketers and advertisers need to create powerful media strategies with a 360° view of their digital audience.

    Activate your segmentation for marketing purposes

    Your objective should be to understand the importance of each online channel in the overall media context, and how this varies by device. By monitoring the online behavior of specific consumer groups, based on your existing segmentation, you can optimize your media planning. For instance, you can track activity by media and device, and isolate that by individual target groups based on demographics and psychographics. You can also trace online and offline purchase behavior and media usage. These sophisticated profiles will enable you to identify the most impactful ad spaces to optimize targeting, enabling you to reach and influence your target group’s decision-making, whether in the offline world or in a programmatic environment.

    Assess and improve the performance of your multi-channel campaigns

    From TV spot, paid social, online placement to print and out-of-home, you need to understand how your campaign performs across channels and devices. When planning a new campaign, it is vital to assess net and incremental reach and target attainment so that you know that your next campaign has the elements it needs to succeed. Once you have a reliable crossmedia perspective on all your touchpoints, you can ensure that future campaigns have the right ingredients. For example, a thorough crossmedia assessment will enable you to identify the optimal media mix to maximize your sales opportunities. If you are the owner of digital inventory you need to understand which campaign channels have driven incremental traffic to your website or app. To do so, you need to input the variable of page impressions by users exposed to your campaign in your marketing mix modeling.

    Bridging the gap

    Bridging the gap between Connected Consumers and content is a key priority for advertisers today. Solutions based on single source measurement, combining passive behavioral and attitudinal data with socio-demographics, will provide you with the much needed 360° view on your target groups. To share your thoughts, please email ondrej.szabo@gfk.com.  hbspt.cta.load(2405078, 'c4cd5ae1-6d3a-4e8e-9954-3b4a376eb7ff', {});
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