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媒体和娱乐行业

媒体和娱乐行业

媒体和娱乐行业正经历飞速变革。这种变革为广播公司、出版商、内容广告机构以及内容及数字化平台运营商带来了巨大的机遇,因为他们了解这些变革所带来的影响。

如今,观众的分散信息正逐渐整合成统一数据,这迫使媒体行业更注重以数据为导向。媒体和数字化企业需要掌握消费模式的变化,包括哪些节目和内容是通过数字和传统渠道观看的,以及其他内容资源。

我们的媒体和娱乐研究专家将揭示哪些内容通过哪种渠道和设备观看,并分析原因提供见解。我们运用独特分析、数据技术和专业知识,将大型跨媒体数据转化成智能、实效的研究洞察,从而整合并解读多重数据集。

GfK 自有的数据集包括专有观众、消费者和零售数据(例如视频点播 (VOD)、DVD、音乐、书籍、视频游戏和控制台)。这些资源有助于我们衡量媒体消费、广告效率和内容吸引程度。通过在多个渠道、平台和设备上进行收集、分析和解读媒体消费,我们能够帮助企业制定并实施制胜的商业策略。

案例分享
  • Providing comprehensive product information for a hi-fi publication

    Providing comprehensive product information for a hi-fi publication

    16.08.2016

    Our catalog enables our client to offer comprehensive and authoritative product listings through its online publications.

    Situation

    Our client publishes a magazine for buyers and lovers of home audiovisual systems. In its move toward digital publishing, it wanted to keep its website readers engaged by providing technical specifications for most products in its listings. The company also wanted to minimize the costs and resources required to gather and manage the content, preferring that its staff focus on core publishing activities.

    Approach

    We provided the magazine with a subscription to our authoritative product catalog data. This gives the organization detailed, accurate and standardized technical specifications, product images and marketing text covering most audiovisual products in the market. Our product data is updated daily and is built on data drawn directly from manufacturers and distributors.

    Outcome

    The publication now offers its readers up-to-date, accurate and detailed product information alongside its editorial reviews. This adds value for readers and entrenches the publication’s place as the most comprehensive source of information about home entertainment systems.

    Our catalog:

    • allows the client to easily offer product listings without the costs of capturing the data manually
    • enables the publisher to focus on its core business even as it builds out new online services for its readers
    • offers data even for niche brands and manufacturers

    Click here to download our success story

  • Cross-device usage study optimizes campaign planning

    Cross-device usage study optimizes campaign planning

    02.06.2016

    Facebook asked us to explore how consumers use computing devices and how they switch between them for different tasks during the day.

    Facebook’s mission is to give people the power to share and make the world more open and connected.

    Situation

    Facebook wanted to explore how people use different devices for different tasks during the day and how they switch between them. This information could help its advertisers target customers with greater precision.

    Approach

    We combined a quantitative online survey with qualitative in-depth analysis to understand consumers’ behavior, attitudes and opinions about the devices they use to access online content and services. We used geographical location tracking to analyze which activities they were most likely to do while away from their homes.

    Outcome

    We discovered that almost half of the adults in the UK and the US sometimes begin an activity on one device and finish it on another. This suggests that marketers must reach their audiences across all platforms with a consistent brand experience. With single log-in sites like Facebook, they can avoid sending the same messages to prospective customers on their different devices.

    The research highlighted the most important reasons for people switching from one device to another: comfort and convenience; urgency; the time it takes to complete a task; security and privacy; and the complexity of the information the user needs to input to complete the task. Actions associated with a purchase journey frequently trigger a consumer’s decision to switch devices.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

  • Connecting the dots between digital and traditional media

    Connecting the dots between digital and traditional media

    15.03.2016

    We investigated the role of social media chatter in generating awareness and readership of Vanity Fair’s Caitlyn Jenner issue.

    Vanity Fair is an influential and iconic magazine published by Condé Nast.

    Situation

    Most media planners crave insight and data about how digital and traditional media can work together. The much talked about issue with Caitlyn Jenner on the cover offered us a perfect opportunity to explore this topic. We wanted to investigate what impact, if any, the social media buzz can have on the readership of the July issue in its traditional printed format.

    Approach

    Over a nine-week period, we surveyed 1,798 adults online who said they had read the July issue of Vanity Fair.

    Outcome

    • Four in ten adults who read the magazine first heard about the Jenner cover on social media
    • 40% of adults (ages 18+) who read the July issue had not read Vanity Fair in the previous 12 months
    • Nearly half (47%) of those readers were aged 18 and 34, indicating that the coveted millennials do read print magazines, contrary to the conventional wisdom
    • The big challenge for publishers is generating awareness among these younger readers – and it looks like social media can help with this

    Click here to download the success story

  • Optimizing TV content for a demanding audience

    Optimizing TV content for a demanding audience

    31.01.2016

    Our research helped this TV network shape its new television show featuring a Brazilian icon.

    Situation

    A broadcaster needed information about how viewers would respond to a popular entertainer’s return to the airwaves after a short absence. After the launch of the program, the company wanted to track the audience’s response to its format and content.

    Approach

    We explored social media conversations to determine which elements viewers might value in the show, and how these aligned with the host and the network. A subsequent quantitative study gauged the target audience’s intention of watching the program.

    After the launch, we tracked viewers’ behavior and opinions by integrating social media insights with audience data from the broadcaster and data from our online panel.

    Outcome

    We found that Brazilians were receptive to a new show because television program options during the evening time slot were limited.

    After the launch, we tracked user-generated content on social networks to see what elements of the show were resonating with the audience. This information helped producers strengthen the show’s content.

    Our advice also helped the commercial team to target sponsors with brands that would be a good match for the profile of the program and its audience.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

     

     

研究洞察

Here you can find the latest insights for media and entertainment industry. View all insights

    • 02/01/18
    • Media and Entertainment
    • Trends and Forecasting
    • Global
    • English

    Disrupting sports broadcasting: Hidden opportunities for sports streamers

    Winter has come for American sports fans in the best possible way, as this Sunday’s Super Bowl will be followed by two weeks of Olympic competition. I know I am not the only one eagerly awaiting live curling in the pre-dawn hours. Yet, as viewing habits change, more Americans will stream these events instead of watching them on a TV set. Younger generations are leading the streaming revolution; GfK MRI data shows that 70% of Millennials (+20 points from Americans overall) and 76% of Gen Now (+26 pts) used a streaming service like Netflix or Hulu in the last month. Streaming is essential to reach and engage younger sports fans, and Millennial sports fans in particular represent a tremendous opportunity for sports broadcasters and marketers. While 41% say they are willing to pay for sports content (+16 points from Americans overall and +12 points from sports fans overall), only eight percent currently pay for it. NBC is fully embracing streaming in February. There will be 11 hours of streaming content surrounding the Super Bowl, and for the first time the Olympic opening ceremony will be streamed live. NBC is not the only one going all in on streaming: this spring, ESPN Plus will go live, and in the fall, Turner Sports will place most of their UEFA Champions League soccer games on a new streaming service. Interestingly, teams are also shifting to streaming. In a groundbreaking partnership, MLS’s Los Angeles Football Club (LAFC) announced this week that YouTube TV will hold their local media rights. The move by LAFC and Turner Sports makes sense as soccer fans are more likely to use a streaming service than sports fans overall (57% vs 50%). While it’s clear that broadcasters are boosting the accessibility of streamed sports content to meet the needs of the market and capitalize on the sports rights they own, are they prepared to use engagement to keep fans coming back, and paying, for more? Research from GfK Consumer Life has identified a few ways to capture the opportunity that Millennial sports fans present.
    • Creating a conversation. Millennial sports fans value online communities, and 62% think that virtual interactions can be as good as in-person ones. So how can streaming outlets foster a community? E-sports platforms like Twitch are a great case study, as they allow online spectators to interact with each other and the players in real time. Perhaps TV networks can provide a way for fans to discuss the starting line-up and other key decisions in real time through their streaming services. 
    • Getting personal. Being able to customize the streaming experience will also help attract and keep Millennial sports fans, as 79% tend to prefer products that are tailored to their needs (+15 points from Americans overall). And personalization that integrates home technology and digital assistants would be even better, with Millennial sports fans being more likely to describe their home as a high tech zone (42%, +14 points from Americans overall) and 1 in 5 having a home assistant like Amazon Echo in their house. Perhaps in the future, Alexa can help tailor a viewing schedule for fans and I won’t have to go hunting to see what channel curling is on at 4 AM.
    The good news is that the engagement of Millennial sports fans can lead to advocacy. Sixty-two percent typically go out of their way to tell others about products and services they like, paving the way for future growth. While Millennials are a commonly decried as disruptors, they can truly lead the way to new revenue streams in the sports world and hopefully, a life-long relationship with teams and the content providers that connect them. Adam Swift is a Senior Analyst on the Consumer Life team at GfK. He can be reached at adam.swift@gfk.com.
    • 01/18/18
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    Why is cross-media so important?

    Why do we need to track consumers across all channels and devices? Why can’t we just track their behaviour on one device, for example? Well, the answer is that we can, but then we’d be getting a false view of their real behaviour. We’d only see one aspect of how, where and why they are interacting with your own, or your competitors’, promotional content, products or services. A typical customer journey usually involves many stages from discovery to purchase, using many different touchpoints across multiple devices. Unless we analyse all of those data traces, we will not get a truly accurate single consumer view. The challenge is to think ‘cross-media’ right from the start, and to break up silos by using digital as the connector.

    Recent cross-media trends from 8 countries:

    We run regular research looking at device use and online behaviour in 15 countries. This is passively collected behavioural data, which creates a valuable and easy-to-use round-up of the cross-media metrics that matter. In this blog, we’ll share some top trends from eight very different markets: Germany, Mexico, UK, Poland, Russia, Indonesia, Brazil and Netherlands. hbspt.cta.load(2405078, '6bd01b10-fc09-4b4c-9251-70a83828189a', {});

    4 cross-media trends from our full report

    1. Multi device is the norm What is abundantly clear is that tracking data from single device use cannot provide a full enough picture to be reliable or truly useable. While we track the use of smartphones, tablets and PCs, it is interesting to see how these devices are used in combination. For example, how many smartphone users also use tablet and/or PC? Singular device usage still exists, but nearly three quarters of the online population in the eight markets we have analysed use at least two or more devices There is a higher percentage of single device use in some emerging markets. For example, in Indonesia, almost 4 in 10 (37%) of the online population use smartphone only. This is largely due to limited availability of fast landline internet, so that desktops and PCs have not penetrated the market in the same way as in Europe. The price decrease for smartphones and cheap data has been much faster than investments in landline infrastructure. Not only is a high share of mobile usage for smartphones, but also smartphones and tablets – 28% of the online population in Indonesia use these two devices combined. In addition, Poland stands out as having the highest percentage of PC-only users (30%) compared to the on other markets. However, in a developed market such as the UK, nearly 4 in 10 (39%) of the online population use smartphone, PC and tablet, while only 7% use tablet and PC. In Italy, half the online population use both PCs and smartphones. 2. Most popular online activities – by country, and by device Based on net reach, the top activity that people perform across all devices (PCs, smartphones and tablets) is reading news or information, or accessing search sites. The exceptions for this are Indonesia, where shopping is the top activity across all devices, and Brazil, where communication is most popular. In Brazil, communication apps are particularly popular for messaging and emailing. When we view devices separately, there is clear division in use between PCs and mobile devices. People are using PCs for reading news or information and performing web searches, and using their tablet or smartphone for communication and shopping. A key takeout here is that shopping is the top activity on mobile devices in four out of the eight countries, highlighting the importance of mobile advertising for eCommerce and in-store shopping in these markets. This prevalence of mobile highlights the importance of mobile-enabled webpages and apps with good UX to support eCommerce. 3. Looking at duration shows key differences between countries Looking at duration of activity (average hours per month, per user) for each category, we see that social networking and communication are the top ranked categories in terms of time spent across all three devices. However, there is a lot of variation between the different countries. For example, ‘communication’ is the top activity on mobile devices in both Indonesia and Germany. But in Indonesia, the duration is 27 hours – compared to 16.4 hours in Germany. And people in Mexico spend more than twice as much time on social networking as people in Poland (30.3 hours compared to 14.6 hours, respectively). By looking at duration, we also see that, while we are all addicted to our smartphones, this is especially true in certain countries. In Poland, the average online user spends 34 hour per month on their smartphone – but in Netherlands this rises to nearly double that, at 64 hours per month. 4. Most-used websites and apps (based on reach) It’s probably no surprise to see that Google is the number one most-used website or app, based on reach, in seven of the eight countries presented in this blog. The exception is Russia, where Yandex takes the top spot (Yandex is a similar platform to Google which includes Yandex Search, Yandex Mail, Yandex Maps, Yandex Images, Yandex News etc, and even includes a taxi app very similar to Uber). Similarly, Facebook is the number one social network site, except for Russia where it is VKontakte (VK). When it comes to streaming, however, the top site is the same across all eight countries: YouTube.

    Achieving a single customer view

    Integrating data from all sources in one platform allows us to connect the dots and gain a true picture of our consumers. Ultimately, data trails are generated by real people that leave data in many different silos. Digital is the connecter that helps open these silos as all the data traces are left in the digital world. By opening these silos and integrating data from different sources we can achieve that all important single customer view. Pawel Gershkovich is a Global Senior Product Manager at GfK. To share your thoughts, please email pawel.gershkovich@gfk.com or leave a comment below. hbspt.cta.load(2405078, '6bd01b10-fc09-4b4c-9251-70a83828189a', {});
    • 01/11/18
    • Media and Entertainment
    • Media Measurement
    • TV Audience Measurement
    • Global
    • English

    TV Azteca launches GfK Appreciation Panel integrated with digital behavior data

    After a successful pilot, TV Azteca has signed a contract with GfK Mexico for a content appreciation panel. This is the first GfK Appreciation Panel in LATAM and the first Appreciation Panel to be integrated with digital behavioral data.
    • 01/04/18
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Media Measurement
    • Shopper
    • Trends and Forecasting
    • Consumer Life
    • GfK-MRI
    • Global
    • English

    At CES, GfK will help brands target a new generation of "beyond digital" consumers

    At this month’s CES, GfK will draw on exclusive research into the Now Generation (ages 15 to 25) to help brands succeed with tomorrow's most valuable consumers.
解决方案
  • 品牌及客户体验

    品牌及客户体验

    品牌正面临重重压力,需建立起有效的情感联系以及消费者与业务决策者之间的关系。

    我们的成功基于为目标受众提供能够产生共鸣的体验,这贯穿于消费者对品牌、产品或服务的每个体验点之中。 

  • 消费者样本研究

    消费者样本研究

    您的业务围绕着消费者展开,因此理解您的消费者对于确保产品和服务能够满足他们的需求,明确潜在机遇的发展机会,显得至关重要。

    我们的国际消费者样本研究专业知识,为您提供明智的消费者洞察,向您揭示出哪些是您的消费者,以及他们对于所有渠道的态度和行为。

  • 数字市场情报

    数字市场情报

    当消费者进行购物、搜索、沟通、收集信息,接触网上的公司或品牌时,他们不同的行为表现取决于所用的设备或屏幕。无论使用什么渠道或设备,他们都期待获得一致的体验。

  • 受众评估与洞察

    受众评估与洞察

    现在的顾客比以前享有更多的媒体内容、渠道和更多的设备选择。

    广告人、媒体所有者和媒体广告投放者需要确定哪些数字和传统渠道最能成功吸引目标受众。

  • 销售数据监测

    销售数据监测

    零售商和制造企业在开发产品和服务过程中面对着各种压力,力求最大程度地提高销售和利润并留住顾客。

    销售的成功有赖于拥有最新的零售数据,再结合对哪些产品或服务在市场中销售好坏的全面了解,这样企业可以制定明确的战略来获得商业增长和提高投资回报。

  • 购物者

    购物者

    数字化时代不断开辟出新的购买路径,并且改变着人们的购物方式及购物地点。购物者可通过多渠道进行品牌体验,因此他们也将获得越来越多的支持数据。

    为了能在大数据、多渠道的环境中保持竞争力,企业需要确定并利用整个购买路径最相关的数据。利用该数据,公司可以对于购物旅程中的每一步进行优化。

GfK研究人员
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