Audience Measurement Revolution for 21st Century
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An update on the industry's new multi-platform measurement solution and what the new audience measurement currency AMP will mean for agencies and advertisers
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Audience Measurement Revolution for 21st Century
- 1. AUDIENCE MEASUREMENT FOR THE 21ST CENTURY JAN GOODING, CHAIR | SIMON REDICAN, CEO 1st March 2016
- 3. A NEW JOINT INDUSTRY CURRENCY
- 4. AMP IS THE HERO BRAND
- 5. AGENDA • Publisher Audience Measurement Co • 21st Century Audience Measurement – AMP • Timeline
- 6. 21ST CENTURY METHODOLOGY 5000 all-device digital panel
- 7. 21ST CENTURY METHODOLOGY AMP survey 35,000 sample in home interviews Digital panel 5000 ‘light’ tracker app comScore (Respondent level data-file: fused PC & mobileFusion Duplications
- 8. QUALITY SAMPLE AMP survey 35,000 sample in home interviews
- 9. NRS VS AMP
- 10. AMP CAN HELP FUEL INDUSTRY GROWTH Industry Marketing Planning Trading
- 11. A NEW COMMERCIAL APPROACH?
- 12. AGENDA • Publisher Audience Measurement Co • 21st Century Audience Measurement – AMP • Timeline
- 14. MAKING THE MOST OF AMP
- 15. WHAT WILL PAMCO DELIVER? 1. New methodology, with our very own digital panel at its heart, will provide unique insights into brands’ total audience delivery by platform 2. PAMCo will deliver AMP audience data which can revolutionise the way published media is marketed, planned and traded 3. PAMCo will work tirelessly to market and sell the benefits of AMP to the market
Notas do Editor
- - Good afternoon, everyone. I’m Jan Gooding Group, Brand Director of Aviva, and I am delighted to be invited to SHIFT 2016 to give you the first public view of our new industry audience measurement service, AMP. Representatives from across the industry have worked tirelessly across the last 18 months to deliver an audience measurement solution designed for a 21st Century, digital world. - From my perspective as an advertiser, it is vital that I can both understand the reach and influence of published media across all platforms. I expect agencies and advertisers to be able to clearly and simply articulate their proposition, and allow us to plan and purchase these audiences in a simple way, which allows us to efficiently deliver our marketing objectives.
- - Before Simon shares the detail of how AMP will be produced, and some thoughts on the implications for publishers and customers, I wanted to celebrate one very important outcome of the audience measurement review. - PAMCo will be responsible for the very latest Joint Industry Currency - The IPA, is working with the JIC’s (BARB, Route, RAJAR, ABC, AMP, JICWEBS, JICPOPS), to ensure that the industry as a whole values these industry owned and governed currencies and the bodies who oversee them. They provide transparent, credible and objective currencies for the media they serve. In a world of proprietary data, issues of trust and transparency have never been more important for advertisers. The stamp of trust the JICS provide will be ever more important, if it is properly understood. When using AMP data, provided by PAMCo, it is incumbent on the industry to explicitly laud the virtues of the JICS and the data they provide
- - I’m delighted to share with you for the first time on a public platform the new name and logo for the industry’s new measurement service Audience Measurement for Publishers or AMP as we will all grow to call it will be the brand we are confident you will be proud to use as either buyer or seller of published media - The Publishers Audience Measurement Company, will beaver away in the background, ensuring robust governance, and ensuring that the data is produced to the very highest standards of accuracy We will engage at both broadcast level, attending conferences, and espousing the virtues of the new service and will present to smaller groups and individually to ensure knowledge and confidence in AMP I know the team has already been out presenting the benefits of AMP to many of you. If you want to hear more please contact the team via our website, or grab Simon at the end of the conference
- - We all know that publishers have long made their content available across new platforms and devices - AMP will have a 5,000 strong digital panel sitting at its heart. - This panel, the same size as BARB’s will ensure that we have 21st century technology right at the heart of the new solution
- - At its heart 35,000 face to face interviews which will give us demographic information, and readership data - To reflect the cross platform consumption of content this will be brand first - That digital panel will give us unique insight into - This single source data can then be applied to the industry standard audience data for digital via comScore - Allows for comparison across sectors and avoids putting another digital currency into the market
- - All but one of the companies who tendered for this contract proposed a high quality, random probability sample, with in home interviews as the best way to get demographic data and print readership estimates - Validation of their conviction came in the recent report into the pollsters miserable performance Self selecting, samples, many conducted online demonstrated the importance of high quality face to face interviewing in get a true measure of behaviour That is the route we have chosen and we are confident that coupled with passive digital measurement it combines the best of the tried and trusted with the latest approaches
- List benefits for the end user
- - Make more of the industry currency - just last week 95% consume in a month, and mobile adds an avg 78% net reach - R&F across all platforms - immediate boost of mobile inventory into the market - Is it in anyone’s interest to have two currencies? everyone else trades their audience
- - Our role is to ensure that the new dataset is delivered to the market and adheres to the high standards of an industry currency - so that buyer and seller understand it and trust it The industry will be missing huge opportunity if it doesn’t look at ways to re-invent the commercial model Impressions or frequency Reach or Ratings - lots of exciting possibilities We will work with publishers, customers and computer bureaux to help the industry best commercialise this new currency
- Talk through slide Leads up to next slide Lots of work the industry needs to do to prepare for AMP The time will fly by
- As I said before AMP will impact on all areas of publishers businesses We urge you today to use the time between now and August 2017, to ensure all parts of your business are ready for AMP Your sales proposition Your trading currency Formats Systems Structures
- Says what it does on the tin