Question 1

Topic 1 – The Media Audience: Audience Measurement

e m o H f O Out

logies Audience Measurement Techno

We are going to…… Critically evaluate measurement technology used for the study of media audiences and suggest where methodological innovations in audience measurement might emerge from

We will start by examining… … • Strengths and weaknesses of various methodologies • Explore exposure and involvement models • Suggest the emergence of possible future methodologies • Conclusion

Let the statistic tells…… 8% 9% 33% 28% 28%

Outdoor TV Radio Internet Newspaper

Chart illustrates the amount of time Singaporeans spend with Media at 6hrs 3mins, in 2005. source from:http://marketing-interactive.com/news/542

Out Of Home (OOH) is…… • Billboards, bus shelters, posters digital outdoor signage • Easily noticeable • ‘In-your-face’ nature • Ability to embed messages in the consumer's sub-consciousness • Integration of consumers’ daily life

We used to measure by…… • Looking at traffic counts, travel surveys & visibility studies • Interviewing people on the street • Eg. Travel patterns over the past few days or weeks and determined the regularity of trips and who is doing what

The shortcomings…… • Recall based • Lack of proper and adequate measurement methodologies • Yet to be truly measured of impact, engagement, impression and investment returns (ROI) • Lack of accountability • To play safe, agencies remains with conventional media with readily and highly measurable

Nielsen Portable Outdoor Device (NPOD) • Implemented by Nielsen Media Research (NMR) • Size of a cellphone • Seek to effectively measure and compare the impact of outdoor with other mediums • Uses global positioning system (GPS) satellite technology to identify user’s location, speed and direction of travel • Determines actual exposure for outdoor displays and transit

About NPOD……

(to be cont’d)

The shortcomings…… • Can only be used outdoors • Expensive • Exposure to the advertisement vs recall seeing • Neglects consumer’s engagement • Does not represent ‘likelihood-to-see’ or rather, involvement.

Anytime Anywhere Media Measurement, (A2M2) - Nielsen - New measurement way of watching TV on multiple platforms Pros: • Most accurate measurement of Internet TV viewing • Addition of OOH measurement in Nielsen’s People Meter • Measures viewer’s engagement in TV programming • Can be used anytime

Cons: • Only measures basic consumer demographics • Immeasurable of consumer’s involvement

Now we have…… (to be cont’d) ActiVia for Media, AM Module (Stratacache)

- Uses simple, inexpensive USB cameras to provide consumer impression metrics Pros: Cons: • Highly optimized, web • Only measures basic accessible consumer demographics • Affordable, flexible • Immeasurable of solution for in-store and OOH digital consumer’s marketing involvement • Ability to manage digital signage lifecycle for networks up to 250K concurrent devices

Now let’s go to the video which talks about a technology which can measure involvement

Advantages • High success rate of 86 % • Involvement – track people looking at it. • Differentiate people based on gender • Capture people of different ages

Challenges of the face detection audience measurement •14% “unclassified” •Cannot detect ethnic race. •Difficult to trace simple facial features as it does not work like a human brain however humans score “only” 95% on gender classification tests!

Do you remember?

Exposure Vs Involvement

Screen shots for advertisement

Exposure Vs Involvement

Exposure VS Involvement Which bring us to these questions: - Is exposure dispensable in finding out target audiences? Therefore we should only measure involvement? Is statistics for Exposure

unreliable or inaccurate?

About exposure…… 100 t rains

SMRT Media

s e s u b 0 0 9

s n o i t a t 65 s

3

0 0 0

s i x ta

6 bus interchanges

About exposure……

Case Study: Air Plane • Imagine you are on a plane for 14 hours where would your eyes rest on? 14 hours on long-haul flights.

Probably on the screen in front of you. ..

On Exposure Model • Chief executive Dominic Stead on the old model of exposure) says, “ Ad avoidance is one of the biggest issues in the industry because thee is so much advertising around. We are providing an old-world solution to a new-world problem.” Source: http://www.mediaweek.co.uk/news/features/795624

• In 2007, findings from a survey shows that there are 28% spontaneous recognition from aero plane passengers when asked about a recent Sony Recognition from passengers when asked about a recent Sony Ericssons campaign.

About involvement…… • • •

Advertisers want to know their campaigns are effective and audience is aware of their presence Merely exposure alone does not warrant results Ways of measuring audience involvement (as discussed in video)

Exposure vs Involvement Is involvement mandatory in finding out target audience? • –

•

Exposure SMRT research

Involvement –

Four levels of involvement (low to high)

• • • • –

–

Pre-attention Focal attention Comprehension Elaboration

Advertisers want to know that their campaigns are effective and audience is aware of their presence. (Exposure does not mean that info is absorbed eg day-dreaming, listening to ipod, having conversations with friends, empty room syndrome, this applies to TV) Merely exposure alone does not warrant results (Case study: SMRT’s case – quantity over quality)

Conclusion • No model is perfect. Be it exposure models , tracking people on the streets how many walk pass with a meter or involvement models like facial detection. • However, research companies are always aiming for a new breakthrough so … what can we anticipate?

James Whitmore, POstar’s managing director says on changes and coming up with new technologies, the following statement reflects his attitude: • “being brave enough to take another step as big as we did in the early 1990s and coming up with a good

What we can expect to see in the near future- Singapore • Mobility – A2M2 (portable, currently in use overseas but not in Singapore , Arbitron’s Portable People Meter   ) • Face Detection Technology.

Thank you Sincerely From: Irmin Azlina Abdullah Dion Xu Kexin Ng Kai Ling Leong Siew Wei Marianie Mansoor Amisha Doshi

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