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The Upcoming Media Measurement Revolution in LATAM

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Adriana Rocha
Adriana Rocha

A Case Study with DIRECTV LATIN AMERICA

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The Upcoming Media Measurement Revolution in Latin America Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Luiz G. Duarte, PhD Adriana Rocha, Co-founder & CEO eCGlobal Solutions
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task • Self-reported – subjective bias • In-person interview – only option for some targets • Detailed, but expensive and time consuming
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task • Passive measurement – end of subjectivity • Household Figures • Still expensive – low samples
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task • Each viewer in house prompted to identify presence • Demographics advantage – Age, gender, SES • Participation biases, even more expensive
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task • Include out-of-home viewing, radio and TV • Difficult recruitment, low sample sizes • Still tentative
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task • Set-top big data • Merge traditional TV data with other data • Holy grail – ROI from exposure to purchase DVR Timeshifted + Purchase Behavior
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 DIRECTV Latin America way Source: Business Bureau Market Estimates Dic-13 CARIBBEAN 436K 9% PUERTO RICO 863K 21% VENEZUELA 5M 25% BRAZIL 20M 11% URUGUAY 736K 12% ARGENTINA 10M 22% MEXICO 15M 20% COLOMBIA 7.8M 9% ECUADOR 1.4M 10% PERU 2.5M 3% CHI 3.1M 10% PAY TV PENETRATION DTV MARKET SHARE
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 1999 2001 Sandro Mesquita, Rao Sunkara From People Meters to RPD DTVLA pioneered RPD in continent
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 LOCAL OFFI CE CALI FORNI A BROADCAST CENTER So this is how it works… LOCAL OFFICE CALIFORNIA BROADCAST CENTER ONLINE REPORTING RETURN PATH DATA
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 From idea to the market… 2008 2009 ! ! 2010 2011 vdc.directvla.com ARG CHI COL PER PUE URU VEN
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Full clients Panregional programmers Panregional agencies Report clients Argentina clients
And that was just the beginning...
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 From programs to spots & promos Volkswagen: Darth Vader – 30sec Chanel: B. Pitt – 30 sec Promo: PPV Madagascar – 10 sec Industry: Company: Brand: Creative: Duration: Position in Prg/Break:
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 CVI TIMESHIFTED Live + Same Day 1 -6 hrs Delay 6 - 24 hr Delay 24 - 48 hr Delay 2 - 3 day Delay 3 - 7 day Delay 7 - 14 day Delay Near Live DVR Time Shifted Viewing PROGRAM COMMERCIAL LIVE Commercial * 100 Program How well a program can deliver audiences to an embedded commercial
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Program Engagement New DTVLA program Web pages with social media links Complete Web statistics (visits, demos, likes, recommendations, etc.) Combined reporting
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Online Viewing Integration
eCGlobal Core Panel 1.1 mi panelists in LATAM Thousands interactions a day >120 profiling variables HBO Proprietary Panel DIRECTV Proprietary Panel Collaboration with Programmers
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 1. Have an holistic view of PAY-TV users in LATAM, combining data from multiple sources and formats, including TV ratings, social media, primary research and web analytics. 2. Efficient Data visualization & Delivery tools
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Data sources Online PanelSocial Media + WebDTV Ratings
Data Integration Plan Ratings + Research + CRM + Web + Social Media
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 In your pocket Android and iOS (iPhone/iPad/iPod Touch) Program and channel rankers Average ratings, shares, cumes Free & Pro versions Q4, 2012
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Big Data Analytics
Online Panel -> Insights Community
Online Panel -> Insights Community
Transform the Panel -> Community Open Dialogues Transparency More Engagement
Insights Innovation Exchange Santiago, Chile - April 8,9 2014
eCGlobal Core Panel 1.1 mi panelists in LATAM Thousands interactions a day >120 profiling variables HBO Proprietary Panel DIRECTV Proprietary Panel Collaboration with Programmers
Insights Innovation Exchange Santiago, Chile - April 8,9 2014 It has never been so exciting to be a Researcher. Get Inspired!
Thank you! Luiz G. Duarte, PhD Adriana Rocha, Co-founder & CEO eCGlobal Solutions

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The Upcoming Media Measurement Revolution in LATAM

  • 1. The Upcoming Media Measurement Revolution in Latin America Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Luiz G. Duarte, PhD Adriana Rocha, Co-founder & CEO eCGlobal Solutions
  • 2. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task
  • 3. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task • Self-reported – subjective bias • In-person interview – only option for some targets • Detailed, but expensive and time consuming
  • 4. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task • Passive measurement – end of subjectivity • Household Figures • Still expensive – low samples
  • 5. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task • Each viewer in house prompted to identify presence • Demographics advantage – Age, gender, SES • Participation biases, even more expensive
  • 6. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task • Include out-of-home viewing, radio and TV • Difficult recruitment, low sample sizes • Still tentative
  • 7. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 The Evolution of Media Measurement Diaries, In-person Interviews Set Top Box Meters People Meters Personal Meters Multi- media, Multi-task • Set-top big data • Merge traditional TV data with other data • Holy grail – ROI from exposure to purchase DVR Timeshifted + Purchase Behavior
  • 8. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 DIRECTV Latin America way Source: Business Bureau Market Estimates Dic-13 CARIBBEAN 436K 9% PUERTO RICO 863K 21% VENEZUELA 5M 25% BRAZIL 20M 11% URUGUAY 736K 12% ARGENTINA 10M 22% MEXICO 15M 20% COLOMBIA 7.8M 9% ECUADOR 1.4M 10% PERU 2.5M 3% CHI 3.1M 10% PAY TV PENETRATION DTV MARKET SHARE
  • 9. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 1999 2001 Sandro Mesquita, Rao Sunkara From People Meters to RPD DTVLA pioneered RPD in continent
  • 10. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 LOCAL OFFI CE CALI FORNI A BROADCAST CENTER So this is how it works… LOCAL OFFICE CALIFORNIA BROADCAST CENTER ONLINE REPORTING RETURN PATH DATA
  • 11. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 From idea to the market… 2008 2009 ! ! 2010 2011 vdc.directvla.com ARG CHI COL PER PUE URU VEN
  • 12. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Full clients Panregional programmers Panregional agencies Report clients Argentina clients
  • 13. And that was just the beginning...
  • 14. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 From programs to spots & promos Volkswagen: Darth Vader – 30sec Chanel: B. Pitt – 30 sec Promo: PPV Madagascar – 10 sec Industry: Company: Brand: Creative: Duration: Position in Prg/Break:
  • 15. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 CVI TIMESHIFTED Live + Same Day 1 -6 hrs Delay 6 - 24 hr Delay 24 - 48 hr Delay 2 - 3 day Delay 3 - 7 day Delay 7 - 14 day Delay Near Live DVR Time Shifted Viewing PROGRAM COMMERCIAL LIVE Commercial * 100 Program How well a program can deliver audiences to an embedded commercial
  • 16. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Program Engagement New DTVLA program Web pages with social media links Complete Web statistics (visits, demos, likes, recommendations, etc.) Combined reporting
  • 17. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Online Viewing Integration
  • 18.
  • 19. eCGlobal Core Panel 1.1 mi panelists in LATAM Thousands interactions a day >120 profiling variables HBO Proprietary Panel DIRECTV Proprietary Panel Collaboration with Programmers
  • 20. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 1. Have an holistic view of PAY-TV users in LATAM, combining data from multiple sources and formats, including TV ratings, social media, primary research and web analytics. 2. Efficient Data visualization & Delivery tools
  • 21. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Data sources Online PanelSocial Media + WebDTV Ratings
  • 22. Data Integration Plan Ratings + Research + CRM + Web + Social Media
  • 23. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 In your pocket Android and iOS (iPhone/iPad/iPod Touch) Program and channel rankers Average ratings, shares, cumes Free & Pro versions Q4, 2012
  • 24. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 Big Data Analytics
  • 25. Online Panel -> Insights Community
  • 26. Online Panel -> Insights Community
  • 27. Transform the Panel -> Community Open Dialogues Transparency More Engagement
  • 28. Insights Innovation Exchange Santiago, Chile - April 8,9 2014
  • 29. eCGlobal Core Panel 1.1 mi panelists in LATAM Thousands interactions a day >120 profiling variables HBO Proprietary Panel DIRECTV Proprietary Panel Collaboration with Programmers
  • 30. Insights Innovation Exchange Santiago, Chile - April 8,9 2014 It has never been so exciting to be a Researcher. Get Inspired!
  • 31. Thank you! Luiz G. Duarte, PhD Adriana Rocha, Co-founder & CEO eCGlobal Solutions