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Brand Equity Beyond Reach Brand Equity Beyond Reach Sanoma case: vtwonen Harm Hartman Insights Director Ipsos Connect Print and Digital Research Forum London 2015 Audience measurement: reconstruct the past Brand Equity: predict the future 1 Audience measurement Seven questions Frank Stanton (1935) 1. When does the listener use his receiver? 2. For how long a period does he use it? 3. To what station or stations does he listen? 4. Who listens (sex, age, economic and educational level)? 5. What does he do while the receiver is in operation? 6. What does he do as a result of the program? 7. What are his program preferences? Behavior Preferences 2 Age of audience measurement 3 Reach? Efficient questions Clear concept Correlated with behavior Trading & Planning 4 Media Fragmentation: Platforms and Devices Content Versions Devices Used LIVE Programs on TV Real Time TV on websites Recorded Video/ VOD Paper Copy Websites Apps Real Time TV on apps E-copy TV Set Smartphone PC/ Laptop Tablet e-reader PVR 5 Media Fragmentation: the long tail of media 6 Possible solutions: passive, brand centric, data fusion Brand Centric Passive Data Fusion 7 Essentially: Reach is looking back, assuming that past behavior is a good prediction of future behavior 8 Reach will become less relevant for trading and planning Media fragmentation is making measurement more and more difficult Brand Centric (recall) requires too much effort from the mind Passive requires data fusion, which will always be a proxy Digital space is sold differently Reach measures past behaviour 9 Engagement: just ask the questionβ¦ 10 Brand Engagement can have many forms Behavioral Trust Domains Advocacy Personal meaning Time 11 Attitudinal Equity ο§ Award winning paper: βA new measure of brand attitudinal equity based on the Zipf distributionβ by Jannie Hoffmeyr et all (2008, International Journal of Marketing π΄π΄π΄π΄ππ Research, 50:2) ο§ Typical Brand Equity questions can be transformed to estimates of brand love (desire) ο§ Strong relation with market share ο§ Widely used = π π πππππππππ π 1 βππ ππ=1 1 π π πππππππππ π 12 Resp# π΄π΄π΄π΄ = ππ Rating ο Ranking ο AE Score Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 1 π π βππ π π ππππππ ππ Brand 11ππ=1 Brand 9 Brand 10 Brand 7 Brand 8 - - - - - 6 5 - - - Questions on relevant set of5 brands 10 8 8 7 β’ Overall opinion 2 9 9 8 7 3 β’ Personal 7 7 meaning 7 8 4 β’ Closeness 10 9 - 5 5 5 - 9 8 - 7 7 Resp# Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 Brand 9 Brand 10 Brand 11 1 1 2.5 2.5 4 5 - - - - - - 2 - - 1.5 1.5 3 4 5 6 - - - 3 3 3 3 1 - - - 6 6 6 - 4 - 1 - - - 2.5 2.5 4 - 5.5 5.5 Resp# Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 Brand 9 Brand 10 Brand 11 1 74.5 9.9 9.9 3.5 2.2 0.0 0.0 0.0 0.0 0.0 0.0 2 0.0 0.0 40.8 40.8 8.9 4.7 2.9 1.9 0.0 0.0 0.0 3 6.7 6.7 6.7 75.4 0.0 0.0 0.0 1.5 1.5 1.5 0.0 4 0.0 73.5 0.0 0.0 0.0 9.8 9.8 3.5 0.0 1.7 1.7 Avg 20.3 22.5 14.4 29.9 2.8 3.6 3.2 1.7 0.4 0.8 0.4 1 1 π π πππππππππ π Ratings Rankings AE-score β= 100 % 13 Brand equity measure The ability to create strong brand desire within your target audience How well market effects are managed to enable this desire to be fulfilled at the point of purchase The outcome of desire and market factors 14 Validation ο§ 20,000 studies around the world ο§ 90 markets ο§ 150 categories ο§ High internal and external correlations 15 Does Brand Equity goes beyond Reach? Attitudinal Equity is a powerful KPI for trading, planning and brand assessment No Black Box ο§ Efficient questions ο§ Clear definitions ο§ Public domain algorithm ο§ White papers Widely applicable ο§ Neutral metric ο§ Domain or generic ο§ Branding, Loyalty and media Strong correlation with market share / penetration ο§ Validated ο§ Driver analysis possible Can be used for planning ο§ Additional to traditional reach ο§ Arithmetic properties (proportion between 0 and 100%) allow R&F modelling ο§ Engaged audience reached 16 Sanoma case vtwonen Brand Health Monitor domains News Searcb Engines & Guides Product Comparison Social Networks Home Decoration Fashion & Beauty Auto (content) Occasion (Cars) Sport news Business news Entertainment Guides Q&A TV on demand 18 The total βshoppableβ experience through multiple touch points (online) 19 Brand Funnel: AE shows brand potential or powerβ¦ Satisfactory: 6-7 Good: 8-10 Familiarity Awareness vtwonen 71% Eigen Huis & Tuin 81% RTL Woonmagazine Loods 5 49% 29% 101 Woonideeën 36% Eigen Huis & Interieur ariadne at Home Welke.nl 40% 27% 9% 55% 62% 11% 27% 21% 29% Evoked set 30 % 78% 42 % 84% Preference 52% 1 AE (Brand Love) 16 % 25% 27 % 65% 21% 34% 6% 13% 14 % 53% 8% 12% 71% 15 % 34% 5% 8% 15% 68% 15 % 40% 6% 50% 5% 8% 61% 78% 5%3% 58% 9% 20% 63% 52% 5% 10% 96% 58% 7% 13% 56% 91% 18 % 8% 22% 7% 70% 8% 12% 2% 4% 5% 6% 20 vtwonen platforms Magazine 2 1 Brand in general Website /app Web Shop TV- program 3 4 5 21 Brand Funnel on platforms β¦ Good: satisfactory: 8-10 6-7 Awareness Familiarity Preference Evoked set AE vtwonen Brand (general) 74% Print 79% Website/app 65% Web shop 64% Tv-program 28% 51% 14% 24% 93% 61% 19% 102% 66% 20% 54% 11% 24% 70% 64% 2% 9% 9% 66% 30% 23% 35% 50% 45% 106% 24% 12% 21% 61% 40% 81% 28% 62% 44% 45% 11% 5% 22 General Brand vtwonen Eigen Huis & Tuin Website / App Print 25% 21% vtwonen 43% vtwonen 19% Eigen Huis & Tuin 13% 101 Woonideeën 21% 101 Woonideeën Loods 5 12% ariadne at Home 8% RTL Woonmagazine Eigen Huis & Interieur 8% 12% 26% vtwonen 11% TV Program vtwonen 5% Eigen Huis & Tuin Eigen Huis & Interieur RTL Woonmagazine 101 Woonideeën Web Shop 15% Ikea.com 12% Wehkamp.nl 8% Bol.com 48% 49% (RTL4) 11% Robs Grote Tuinverbouwing (SBS6) 12% RTL Woonmagazine 10% Elle Decoration 1% Eigen Huis & Interieur 12% Fonq.nl 5% Droomhuis gezocht (MAX) Residence 1% Loods 5 12% Loods 5 5% De grote verbouwing (SBS) 7% 18% ariadne at Home 4% Wonen Landelijke Stijl 2% Riverdale 3% Welke.nl 4% Bouwval gezocht UK (RTL4) 5% Welke.nl 6% Stijlvol Wonen 4% ariadne at Home 5% Westwing.nl 2% Extreme home makeover (Net5) 7% 23 vtwonen β Double Digit growth, including magazines Growth on all fronts +425% +221% 321 525 +80% +259% ~9% 359 +51% +31% ~151 131 ~5% 100 100 100 100 100 Pageview index Transaction index Revenue index Viewing share Pre 360 After 360 Single copy rev. (Q1) Subscribers rev (Q1) (figures April 2015 YTD) 24 β’ Reach will be less relevant / possible β’ Questions on brand engagement: better prediction of (future) behavior β’ AE is a good / additional metric for media / audiences β’ AE can be used for trading, planning and brand assessment Final remark Thank you