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Akıllı İçgörüler: Medya ve Eğlence

Akıllı İçgörüler: Medya ve Eğlence

Medya ve eğlence sektörü hızlı bir dönüşüm geçirmektedir. Bu, yaşanan değişimin etkisini anlayabilecek olan televizyonculara, yayıncılara, içerik reklam ajanslarına ve içerik ve dijital platform sahiplerine büyük fırsatlar sunmaktadır.

Günümüzde, birçok kanalı izleyen bir izleyici tek kanal takip eden bir izleyici haline gelmektedir ki, bu durum medya sektörünü daha fazla veri odaklı olmaya zorlamaktadır. Medyanın, dijital ve geleneksel kanallarda hangi programların ve içeriğin gösterildiği ve diğer içerik kaynakları da dahil olmak üzere, değişen tüketim modellerini anlamaları gerekmektedir.

Medya ve eğlence sektöründeki araştırma uzmanlarımız, hangi kanal ve cihazlarda ne tür içeriklerin neden kullanıldığına dair veriler sunmaktadır. Çoklu veri setlerini  entegre etmek ve yorumlamak için, rakipsiz analitik, veri bilimi ve teknolojisi uzmanlığımızı kullanarak büyük çapraz medya verilerini akıllı, uygun araştırma bulgularına dönüştürüyoruz.

GfK’nın özel veri setleri, özel izleyici, tüketici ve perakende verilerini içermektedir (örneğin, “Seç İzle”(Video On Demand), DVD'ler, müzik, kitaplar, video oyunları ve konsollar). Bu, medya kullanımını, reklam etkinliğini ve içerik cazibesini ölçmemize olanak sağlamaktadır. Kanallar, platformlar ve cihazlar arasındaki medya kullanımını yakalayarak, analiz ederek ve dönüştürerek kazanç sağlayan iş stratejileri geliştirmenize ve bu stratejileri hayata geçirmenize yardımcı oluyoruz.

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    • 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', {});
    • 07/27/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    Does mobile engagement ring true? The need for a total media perspective

    I always like people-watching on my morning commute on the train. Not in a weird way you understand. There are people sleeping, reading, watching and listening. But nobody talks. There are several people staring vacantly into their mobile phones, scrolling and clicking. The man opposite me reads his free morning newspaper. Another is working and listening to music on his earphones. A woman watches a TV programme on her tablet. While Zenith predicts there will be a 35% increase in viewing on mobile devices (smartphones and tablets) to 28.8 minutes a day, I wonder how engaged these people really are in what they are doing. Furthermore, I wonder how one can compare those differing levels of engagement, however great or small, across the various media being consumed on the 55 minute train ride.

    How to compare mobile engagement

    It is the mobile engagement that intrigues me. I have seen it defined as the level of interaction between a brand and consumer via a mobile device. The more frequent the interactions, the higher the engagement. Apparently, people check their mobile phones 150 times a day. How should we compare multiple, short duration activities on a mobile with single, long duration activities, such as watching TV or listening to the radio? Advertising spend for mobile is forecast to have a 37% share of all media ad spend by 2021 (eMarketer). Yet there exists no uniform measure of digital ad effectiveness. Some work has been done a while ago that claims a link exists between exposure time and CTR/CPA performance. But cases have also been reported of networks buying traffic to sites and having between 75% and 95% of hits coming from bots, or non-human traffic, which opens up the thorny issue of click fraud and unverified data; or as I call it, the Internet of Sins.

    Is duration a valid online metric?

    I question the value of using duration in online metrics. Even a cursory observation of the smartphone users on my commute and one can argue that is the perfect definition of non-human traffic! Ironically, these are the same people who are so engaged when reading their smartphone screens walking through the city streets that they bump into several people coming the other way. I swear I saw one walk right into a digital outdoor advertising screen. They literally could not see an advert if it hit them in the face!

    Providing a ‘total media’ perspective

    Measuring the impact of mobile cannot be done in isolation. More advanced media measurement techniques are required to support a deeper understanding of the continually evolving media landscape. Our measurement philosophy is to provide a ‘total media’ perspective through smartly integrating media and consumer data on our Media Measurement platform. In this way, we can really see how mobile is performing alongside other media.

    Mobile engagement rings true in combination with other media

    For example, where measuring mobile engagement can work is for radio. For me, it is a chance to continue listening from the breakfast table through to the office desk, varying 3G/4G quality and tube travel notwithstanding. RAJAR reports that 25% of UK adults listen to the radio via mobile phone or tablet at least once a month (RAJAR Q1 2017), and 9 million listen through their earphones. It is a personal device made for a personal medium for a personal relationship. As the late BBC radio breakfast broadcaster, Terry Wogan, replied when asked how many listeners he had: “Only one.” John Carroll is Global Director, Business Development, Media Measurement at GfK. He can be reached at john.carroll@gfk.com or followed on Twitter @MediaCarroll.
    • 07/05/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    NOM and GfK to deliver total readership of print brands in the Netherlands

    NOM has commissioned GfK to integrate their print currency for newspaper and magazine brand consumption with NOBO online published media brand consumption data. This will deliver insights into the total readership of the brand across all platforms in the Netherlands. 
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  • Marka ve Müşteri Deneyimi

    Marka ve Müşteri Deneyimi

    Markalar, tüketiciler ve ticari karar vericiler ile duygusal bağ ve ilişkiler kurma konusunda baskı altındadır.

    Başarının yolu, tüketicilerin marka, ürün veya hizmetler ile ilgili yaşadıkları her deneyim noktasında, müşterilerimizin hedef kitleleri arasında yankı uyandıran deneyimler sunmaktan geçmektedir. 

  • Tüketici Paneli

    Tüketici Paneli

    İşiniz tamamen müşterileriniz ile ilgilidir ve bu yüzden, onları anlamak, ürün ve hizmetlerinizin onların ihtiyaçlarını karşıladığından emin olmanız ve büyüme fırsatlarını yakalamanız açısından son derece önemlidir.

    Tüketici paneli araştırmaları konusundaki uluslararası uzmanlığımız, size, tüm kanallarda, müşterilerinizin kimler olduğu, onların tutum ve davranışları ile ilgili akıllı istihbarat bilgileri sağlamaktadır.

  • Dijital Pazar İstihbaratı

    Dijital Pazar İstihbaratı

    Tüketiciler, internet ortamında alışveriş yaparken, araştırırken, paylaşırken veya bilgi toplarken ve şirketler veya markalar ile iletişim kurarken, kullandıkları cihaza veya ekrana bağlı olarak farklı davranışlar sergilerler. Ve kullandıkları kanal veya cihaz ne olursa olsun sürekli bir deneyim beklerler.

  • Satış Noktası İzleme

    Satış Noktası İzleme

    Perakendeciler ve üreticiler, satışı ve karları maksimuma çıkaran ürün ve hizmetleri geliştirme ve müşterileri ellerinde tutma konusunda sürekli baskı altındadırlar.

    Başarının sırrı, en güncel perakende satış verilerine sahip olmak ve hangi ürün ve hizmetlerin piyasada iyi bir performans sergilediğini, ve hangilerinin performansının iyi olmadığını bilmektir. Bu bilgiler sayesinde işletmeler, ticari büyüme için açık stratejiler belirleyebilir ve yatırım getirisini artırabilir.

  • Müşteri

    Müşteri

    Dijital çağ, insanların alışveriş davranışlarını ve tercihlerini değiştirerek yeni satın alma yolları açmaya devam etmektedir. Müşteriler çok kanallı marka deneyimlerini benimsedikçe, her geçen gün daha fazla veri ulaşılabilir hale gelmektedir.

    Büyük veriler barındıran çok kanallı bu ortamda rekabet avantajını korumak için, işletmelerin, tüm satın alma süreci boyunca en uygun verileri elde etmeleri gerekmektedir. Bu sayede, şirketler müşteri yolculuğunun her aşamasını optimize edebilirler. 

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