DAAT Day: Media Breakout Session 2 iGRP

2. The Future of iGRP in Thailand and
Global update
DAAT DAY 2015
MODERATOR: NORASIT SITIVECHVICHIT, DETNSU360

3. Ace Singh
Director - Southeast Asia, comScore Inc.
Ace is a seasoned business development and marketing executive who’s worked in
diverse functions and industries. During his years in the digital mediascape he has
acquired first-rate experience at a regional Asia Pacific level and across Southeast Asia.
Being at comScore for close to 3 years has helped Ace follow the evolution of cross media
measurement on a global, regional and local level. In the last 8 months he has actively
evangelized and engaged media owners in Southeast Asia to move towards integrated
metrics.

4. Anand Kalidasan
Digital Product Leader, nielsen South East Asia
Planning and Operations experience across TV, Print, Digital Display, Mobile, Social and
Search advertising
Joined nielsen in 2013 and helped build and launch Digital Ad Ratings in Singapore,
Philippines, Indonesia, Thailand (early Sep 2015)
Part of team that is building and rolling out Total Ad Ratings for South East Asia

5. Klass Hommez
MD Milllward Brown Thailand
I am currently Managing Director, Millward Brown Thailand & Myanmar (based in
Bangkok) but have been a marketing, advertising and media researcher for over
20 years based out of countries like China and the USA.
In Millward Brown I have fostered collaboration with Miaozhen and comScore for
digital campaign audience measurement with an eye on building our “ABCs”
marketing effectiveness dashboard: Audience, Brand, Consumer Behavior and
Sales, which also leverages Kantar World Panel (off-line purchase behavior).
In my Nielsen days I managed an ad sales research team aiding TV networks,
digital ad networks and publishers build targeted ad sales pitches. I also led an
advertiser solutions team to help clients with optimization of campaign ROI in
terms of brand perceptions, consumer behavior and sales impact. Just over 4
years ago, I also played an instrumental part in the roll-out of Digital Ad Ratings
(digital R&F) in the USA, which has now come to Asia.

6. - 6 -
$ = GRP
$ = Impression
$ = Impression

7. Mary Meeker from KPCB illustrated the ad
spend gap on digital media in her annual
presentation: USA example

8. The future of integrated GRP
ComputerTV Mobile
Computer
Mobile
TV
Current Total Ad Ratings Offering
Unduplicated reach for
TV+Computer & Computer+Mobile
Future Total Ad Ratings Offering
Fully unduplicated reach and
frequency across TV, Computer, &
Mobile

9. 9Source: comScore Xmedia, February 2015
The Series Finale: Millennials show greater
Time Shifted Viewing (TSV) and Digital consumption
All Persons P18-34
Digital Only
Live + 7
Live + SD
Live
+21%
+3%
+24%
+35%
+8%
+43%
Series Finale Incremental Reach from TSV and Digital

10. 10Source: comScore Xmedia, February 2015
Can you say Binge-Watch?
In the month leading up to the Series Finale, over 26% of minutes were
spent on Digital
All Persons P18-34
Digital
Live + 7
Live + SD
Live
+77%
+36%
+113%
+149%
+89%
+238%
Incremental Minutes from TSV and Digital

11. 11Source: comScore Media Metrix Multi-Platform
As the Series Finale approached, Digital consumption shot
up as people caught up on past episodes
Digital Minutes by Month by Demographic
(Indexed to December Minutes)
100 100
288
410
489
599
All Persons P 18-34
December - Preseason
January - Regular Content
February - Approaching
Finale

12. 12Source: comScore Xmedia, Live In Home TV Viewing, February 2015
Multi-platform viewers spent more time with the Series
Finals than those who only viewed on TV
20 22
31
47
All Persons 18-34
TV only
TV and Digital
Average TV Viewing Minutes per Person by Audience Type
+53%
+112%

13. Integrated media helps build campaign
reach beyond the TV core
Source: CrossMedia Research study, leisure, North Asia
Online
84%
71%
42%
26%
Total Campaign TV Online Magazine
Family with 3-11 yrs kids
TV
Magazines
+13% Non-TV
reach
18-29 yrs Non Family
80%
60%
40% 34%
Total Campaign TV Online Magazine
+20% Non-TV
reach
Online
TV
Magazines

14. But all this still
counts
If TV reach is already high, others
channels may not build reach much
Online 25%
TV 83% total reach
Magazines 16%
Only +5% Non TV
reach
Case Study: Malaysia, hair care

15. The relatively low cost of advertising
online is one of its biggest advantages
Case Study: China, dairy product
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
% Reach of media
Impact among those reached
(average on all metrics)
OOH
TV
Online
0.0%
1.0%
2.0%
3.0%
4.0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Impact per ¥1m
(average for all metrics)
% Reach of media
Online
TV
OOH

16. Over investment in any one channel creates
inefficiency and wastage, reducing ROI
0%
20%
40%
60%
80%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
% GRPs non productive
% audience over frequency ceiling
Case Study: Malaysia, hair care
Overall 37% of TV GRP’s were unproductive
Weeks

17. Even if TV is over delivered, online can
still deliver impact from same TVC
0%
20%
40%
60%
80%
100%
1 2 3 4 5 6
Online GRPs Unproductive GRP % Overexposed
0%
20%
40%
60%
80%
100%
1 2 3 4 5 6
TV GRPs Unproductive GRP % Overexposed
TV: Frequency Ceiling: 6 Online video: Frequency Ceiling 4
Case Study: China, beverage
Efficiency of impact on Consideration

18. For online, balancing reach & frequency is
also key to optimizing performance
Simulations Reach %
Average
Frequency
iGRPs
Online share of
impact
Base: Existing online Plan 12.0% 11.2 134 8%
Same impressions, optimal R&F 22.4% 6 134 15%
80% more weight, optimal R&F 30.0% 8 240 18%
Average increase across brand image attributes
Case Study: China, personal care

19. 16% 18%
13%
9% 8%
7%
4%
62%
53%
6%
63%
48%
8%
59%
43%
8%
58%
41%
9%
52%
29%
11%
51%
27%
6%
49%
26%
6%
5%
15%
19% 17%
7%
9%
8% 8%
46%
57%
43%
51%
3%
38%
54%
5% 42%3%
39%
20%
40%
17%
30%
4%
13%
7%
65+
5%
59%
Total55-6450-5445-4940-4435-3930-3425-2921-2418-2012-172-11
Maleon-targetreachby
agegroup
Femaleon-targetreach
byagegroup
Online portion of this campaign is driving
incremental reach for younger demographic
groups
…whereas older demos remain heavy on TV
Use case: soft drink campaign uses total ad ratings to confirm digital is
extending reach to the younger demo
Online Only TV Only

20. 5.4%
Cross-Platform
Reach
Target: Females 18-49
50.7% Unduplicated Reach
(224 GRPs)
42.3%
TV reach
(147 GRPs)
13.8%
Digital reach
(77 GRPs)
* Reach numbers based on common total US population universe of 296,810,000 persons
Use case: cosmetic campaign uses total ad ratings to
understand incremental reach
• Television commercials were aired on major
broadcast networks. Online buy included a
wide range of general interest sites
• The digital ad buy delivered substantial
incremental reach of 8.4% of the target
audience: Females 18-49
• Over 60% of the digital portion of this
campaign reached additional target audience
Reach Findings
8.4%
Online-only
Reach
36.9%
TV-only
Reach
Compare to historical performance and campaign objectives

21. THAILAND iGRP OPPORTUNITY