Sprint Digital Media Effectiveness Study - Sept 2011

 Average time spent in the 4 stores - 56 minutes
 Of the top 10 reasons to visit a store, these 4 stores measured:
 Make a Payment - 32%
 Handset Repair - 22%
 Upgrade a Phone - 13%
 All Other – 33%
TEST STORE PROFILES
Store #
Avg. Monthly
Traffic
Comments
97
17,994
Pasadena, CA
 50% Hispanic customers with the other 50% being African Americans and Caucasians
 Split evenly between upper and lower income families
 80% of the employees in this store speak Spanish
108
27,873
Valley Steam, NY
 Inside of a shopping mall in a lower income neighborhood
 The highest volume of customers in the trial
316
15,745
Coral Springs, FL
 Affluent customers, many with multiple homes
 All demographics visit this store with Caucasians being the largest percentage
666
14,084
Iselin, NJ
 A high concentration of middle to lower income individuals
 Evenly distributed between African Americans, Hispanics, and Caucasians
 Multiple Spanish speaking employees to handle the traffic

Thanksgiving
Thanksgiving
Weekend
WeekendIMPRESSIONS – DAILY AUDIENCE
IMPRESSIONS & EXPOSURE – BY STORE
Average Exposure Time – 2.4 Seconds

Store
Avg Monthly
Traffic
Avg Daily
Traffic
Avg Daily
Impressions
% of AVG
Traffic
97 17,994 600 701 117%
108 27,873 929 439 47%
316 15,745 525 429 82%
666 14,084 469 356 76%
Average 631 481 76%
IMPRESSIONS – TIME OF DAY

GENDER COUNT – BY STORE
Store 108 316 666 97 Total
Male 5,441 52% 6,046 70% 5,006 61% 11,753 73% 28,246 65%
Female 5,087 48% 2,536 30% 3,189 39% 4,367 27% 15,179 35%
Store 108 316 666 97 Total
Child 777 7% 415 5% 700 9% 776 5% 2,668 6%
Young Adult 4,926 47% 3,543 41% 3,707 45% 8,304 52% 20,480 47%
Adult 3,533 34% 3,452 40% 2,812 34% 5,439 34% 15,236 35%
Senior 1,292 12% 1,172 14% 976 12% 1,601 10% 5,041 12%
AGE BRACKETS – BY STORE

Playlist Description
Play
Duration(Sec)
2011-06-24_BrandConnection 8
2011-10-30_PromoTakeover_HTC EVO Family_ 46
2011-10-30_BrandConnection Candy 8
2011-10.30_ServiceTips Drive First 25
2011-06-24_NowInsider EvoView 16
2011-06-24_NowInsider GeoQpons 29
2011-06-24_ServiceTIps Workforce_Locator 18
2011-10-30_PromoTakeover_Epic 4G Touch 61
2011-10.30_NowInsider Google Wallet Nexus S 27
2011-09-09_NowInsider Parcels 24
2011-09-09-_ServiceTips Sprint ID 25
2011-06-24_NowInsider Replenish 14
2011-10-30_PromoTakeover_Unlimited Data Run 47
2011-09-09_NowInsider Cut the Rope 24
2011-10.30_NowInsider Evo3D Games 37
2011-06-24_ServiceTips PlanOptimizer 20
2011-10-30_NowInsider Sprint Direct Connect
Admiral 10
2011-10-30_PromoTakeover Corp Social Resp 55
Total
494 sec
(8.2 min)
 Playlist
 18 spots - 8.2 minutes
 27.4 sec average/spot
 3 spots: < 10 sec - 9.0 sec average (6%)
 10 spots: 10 - 30 sec – 22.2 sec average (45%)
 5 spots: > 30 sec – 49.2 sec average (50%)
 The customers only view on average 9% of a spot
PLAYLIST ANALYSIS

VIEWER EXPOSURE – BY TIME BRACKET
Time Bracket
Exposure
Time %
0 to 1 seconds 36.7%
3 to 4 seconds 8.7%
4 to 5 seconds 4.9%
5 to 6 seconds 3.1%
6 to 7 seconds 2.2%
7 to 8 seconds 1.6%
8 to 9 seconds 1.2%
76%
24%

PLAYLIST ANALYSIS SUMMARY
NOVEMBER 18 – DECEMBER 5
 Measurement Summary
 44,000 impressions in 4 stores over 24 days
 Audience Impressions
 On average, 76% of the shoppers glanced at the screen
 Peak viewer period is 2.00 pm to 7.00 pm
 Audience Gender Distribution
 65% of the shoppers are male
 Audience Age Bracket Distribution
 47% are young adults (18 – 35)
 35% are adults (36 – 65)
 Audience Exposure Times
 The average exposure time was 2.4 seconds
 Min – 1.5 sec / Max 3.7 sec
 27.4 sec average length/spot
 76% of the impressions were less than 3.0 seconds
 23% of the impressions were more than 3.0 seconds but less than 12 seconds
 Less than 0.2% of the 44,000 impressions viewed a spot more than 12 seconds

Play
Duration
(Sec)
2011-10-30_PromoTakeover_HTC EVO Family 46
2012-01-08_NowInsider Sprint Music 40
2012-01-08_NowInsider Fooducate 37
2012-01-08_NowInsider Endomondo 53
2011-10-30_NowInsider Sprint Direct Connect Admiral 10
2012-01-08_NowInsider iTriage 34
Total 519 sec
(8.7 min)
Play
Duration
(Sec)
2011-10-30_PromoTakeover_HTC EVO Family 46
2011-10-30_BrandConnection Candy 8
2011-06-24_NowInsider EvoView 16
2011-06-24_NowInsider GeoQpons 29
2011-06-24_ServiceTIps Workforce_Locator 18
2011-09-09_NowInsider Parcels 24
2011-09-09-_ServiceTips Sprint ID 25
2011-06-24_NowInsider Replenish 14
2011-09-09_NowInsider Cut the Rope 24
2011-10.30_NowInsider Evo3D Games 37
2011-10-30_NowInsider Sprint Direct Connect Admiral 10
Total
494 sec
(8.2min)
Playlist - January 8th to 23rd
Playlist – November 8th to January 7th
 November 18th – January 7th Playlist
 January 8th – 23rd Playlist
NEW PLAYLIST ANALYSIS

FACIAL RECOGNITION ANOMOLY
2.4 sec
Without 666 – Iselin, NJ
Iselin, NJ Only
8.15 sec
AVA Facial
Detection

IMPROVING CUSTOMER EXPOSURE
The AVA data shows that the customer is glancing at the content for an
average of 2.4 seconds
 The content is high quality but it is only about product
 With a 45 to 60 minute wait time there needs to be some entertainment
value interlaced with product information
 For the other content, a bold change in content is needed and we have the
opportunity to test this in a limited number of stores
 We also believe that a magazine type format and interaction with one’s
phone will also help drive a better experience and reduce perceived wait
time

NEW MEDIA/PLAYLIST TEST PLAN
 New media messages for the test Playlist
 Shorter/Bolder messages – Yes
 Entertain - Yes
 Break up the playlist look - Yes
 Reduce perceived wait time - Yes

 Playlist – April 16 - May 15, 2012
 35,000 Impressions
 30 spots – 49.8 minutes
 22 spots: < 30 sec
 3 spots: 31 – 60 sec
 5 spots: > 60 sec
 59% Male/41% Female (Previously 65% Male/35%
Female)
 Average Exposure: 3.9 sec (Previously 2.4 sec)
 Exposure: 1.9 sec Male/6.8 sec Female
PLAYLIST ANALYSIS
Media Name
No. of
Times
Played
per
Loop
Ad
Duration
(sec)
Total Ad
Duration
per Loop
(sec)
Greener_Lifestyle 7 45 315
NBA_GMOneScreen 4 78 312
Emoticon_Family 7 41 287
NASCAR_GMOneScreen 3 82 246
Unlimited_VQ 7 31 217
LCD-S1 1 166 166
LCD_S2 1 165 165
Consumer Transition 7 22 154
LCD_S3 1 135 135
Otterbox_VQ 7 18 126
NASCAR_Trivia_QA_1 4 28 112
Flying_Devices_Transition 7 13 91
NASCAR_DYK_1 3 25 75
NBA_QA_6 1 26 26
NBA_QA_9 1 26 26
NBA_QA_1 1 26 26
NBA_QA_5 1 26 26
NBA_QA_4 1 26 26
NBA_QA_3 1 26 26
TEP_VQ 1 26 26
NBA_QA_8 1 26 26
NBA_QA_7 1 25 25
NBA_QA_2 1 25 25
Buyback_VQ 1 20 20
JD_Power_VQ 1 20 20
Store
% Male
Nov/Dec
% Male
April/May
108 52% 38%
316 70% 62%
666 61% 25%
97 73% 69%

Exposure Time Impressions Customers/
Nov/Dec April/May Nov/Dec April/May Month
 Store 108 2.5 sec 6.4 sec + 256% 9,500 10,700 27,900 NY - Lower Income
 Store 316 2.2 sec 3.0 sec + 136% 8,040 8,600 15,700 FL - Affluent
 Store 666 2.5 sec 3.1 sec + 124% 8,080 3,900 14,100 NJ - Middle Income
 Store 97 2.5 sec 2.6 sec + 4% 14,500 11,700 18,000 CA - Hispanic
2.4 sec 3.9 sec + 63% 40,120 34,900 75,700
IMPRESSION/EXPOSURE: NOV/DEC 2011 VS MAY 2012

0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
% OF TOTAL LOOP DURATION VS % OF TOTAL IMPRESSIONS
(March 2012)
% of Total Loop Duration
% of Total of Total Impressions

0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
% OF TOTAL LOOP DURATION VS % OF TOTAL EXPOSURE
(March 2012)
% of Total Exposure

0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
% of Total of Total Impressions
% OF TOTAL LOOP DURATION VS % OF TOTAL IMPRESSIONS
(April/May 2012)

0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
% of Total Exposure
% OF TOTAL LOOP DURATION VS % OF TOTAL EXPOSURE
(April/May 2012)

0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Exposure Time (sec) - Male
Exposure Time (sec) - Female
EXPOSURE TIME (SEC) BY FILE – MALE VS FEMALE
(April/May 2012)

 The following actions improved the number of Impressions and Exposure Times in April/May
 Shorter/Bolder messages
 Break up the playlist look
 Entertaining
 Shorter messages and more entertaining content helped improve the overall Exposure Time by 63%
 Impressions were 35,000 in April/May versus the average of 32,000 for Jan – March 2012 and similar to
Nov/Dec store impression except for Store 666
Exposure Time Impressions Customers/
Nov/Dec April/May Nov/Dec April/May Month
 Store 108 2.5 sec 6.4 sec + 256% 9,500 10,700 27,900 NY - Lower Income
 Store 316 2.2 sec 3.0 sec + 136% 8,040 8,600 15,700 FL - Affluent
 Store 666 2.5 sec 3.1 sec + 124% 8,080 3,900 14,100 NJ - Middle Income
 Store 97 2.5 sec 2.6 sec + 4% 14,500 11,700 18,000 CA - Hispanic
2.4 sec 3.9 sec + 63% 40,120 34,900 75,700
 The Ad Level metrics can measure the effectiveness of each element in the playlist to optimize media
 Note that in some stores, the screen location may be as major an issue as the makeup of the playlist
 New media messages in future playlists should also -
 Weight media demographically
 Help reduce perceived wait time
 Deliver individual messages for customers
 Offer Mobile and Social engagement
SUMMARY

Sprint Digital Media Effectiveness Study - Sept 2011

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (17)

Semelhante a Sprint Digital Media Effectiveness Study - Sept 2011

Semelhante a Sprint Digital Media Effectiveness Study - Sept 2011 (20)

Sprint Digital Media Effectiveness Study - Sept 2011