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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)

     

     

电子通讯

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Discover latest industry insights, market data and how Media and Entertainment trends will affect your business.

研究洞察

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

    • 01/24/14
    • Media and Entertainment
    • China
    • Chinese

    GfK与Twitter宣布达成战略合作

    2014年1月23日,GfK 与 Twitter 宣布双方已达成独家战略合作,将在德国、奥地利以及荷兰三个国家共同推出 GfK•Twitter 收视率调查,该合作旨在提供 Twitter 用户对电视节目和广告活动所发评论的实时到达率和频次洞察。
    • 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.
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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