Apply Media Analysis & Processing Tools BSBADV407A

Table of Contents

Table of Contents...................................................................................................1 OzTam / Nielsen Television Audience Measurement..............................................2 Out of Home - MOVE..............................................................................................3 Commercial Radio - Nielsen On-Line Radio Companion.........................................4 Consumer Survey Data - Roy Morgan - Asteroid....................................................5 BCC AdSystems - Media Desktop...........................................................................6 Bibliography........................................................................................................... 7

Jaddan Bruhn

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OzTam / Nielsen Television Audience Measurement

What is it OzTam provides television audience measurement data on free to air television viewing in the metropolitan markets (Sydney, Brisbane, Melbourne, Adelaide & Perth); and for all subscription television channels across Australia. How does it impact the media process The data generated by OzTam provides the media industry with audience share and program performance figures, that, from an advertising perspective, facilitates the construction of relevant costing models for advertising slots for all day-parts, and the data that underpins the target audience ratings point (TARP) critical to the media buying process (in expected viewing projections, and to reconcile variances in actual viewing figures). How does it function OzTam data is processed in the early hours of the morning following each day surveyed, and is available to end users the same day. The data is collected from a set of households (FTA data comes from 3035 homes: Sydney 765, Melbourne 705, Brisbane 615, Adelaide 475 and Perth 475; Subscription TV data comes from 1,200 homes across the metro and regional market) deemed statistically most representative (within two percentage points) of the Australian television viewing population. Households are selected following participation in the Establishment Survey, with approximately 10% of survey participants being selected. The Establishment survey provides the demographic and psychographic context through which the ratings information is subsequently analysed. OzTam audience measurement data is broken up into 10 survey periods during the year, covering a period of 40 weeks. Whilst the television audience measurement data is owned by OzTam, the process of household selection, the hardware to capture and send data and the requisite software required for this is owned and operated by Nielsen TV Audience Measurement Australia (formerly AGB Nielsen Media Research). The infrastructure required to collect the relevant data from the large number of devices participating individuals use to view television (including devices that facilitate delayed viewing), is equipment Nielsen uses called Peoplemeters, and it manages the ongoing data collection and data matching and authentication functions through their Pollux proprietary software. Benefits, Advantages & Disadvantages OzTam data is critical to the media planning and buying process by providing the information to determine media consumption habits of target audience segments, facilitating the most cost effective media placement and allocation of a media budget. Though the OzTam data is able to pinpoint what participants had their television (or associated PVR device) turned onto (tuned into) at a given moment in time, it is unable to measure a level of audience engagement with what is being watched, does not record whether participants are multitasking (i.e. on the internet, on the phone, talking, cooking etc), and cannot determine whether a device has been turned on, with no-one watching at all.

Jaddan Bruhn

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Out of Home - MOVE

What is it MOVE (Measurement of Outdoor Visibility and Exposure) is an audience measurement system for out of home advertising sites, accessible to media buyers and outdoor media operators via the internet. It is the only outdoor measurement system that is endorsed by the Outdoor Media Association, the Media Federation of Australia and the Australian Association of National Advertisers. The MOVE system currently contains approximately 60,000 individual advertising faces in roadside, transport and retail/lifestyle locations. MOVE covers the five metropolitan markets of Sydney, Brisbane, Melbourne, Adelaide and Perth, with the geographic Primary Coverage Areas measured are the same as the areas measured for television ratings (metropolitan markets). The media companies with inventory in the MOVE system are currently: Adshel, APN Outdoor, Bailey Outdoor Advertising, Bishopp Outdoor Advertising, EYE, GOA Billboards, iOM, JCDecaux, Metrospace Outdoor Advertising, oOh!media, Outdoor Systems, Savage Signs and TorchMedia. How does it function The MOVE measurement system is built on The Zenith Travel Modelling System, a traffic simulation / travel demand tool comprising a four step process (Trip Generator, Trip Distribution, Travel Mode & Trip Assignment) to predict a defined set of behaviours based on a set of variables. In the context of MOVE, Zenith models the likelihood specific demographics will have an Opportunity to See an out of home advertisement. In addition to this information, MOVE contains specifically commissioned survey data and applies a Visibility Index score to rate the individual characteristics of the advertising space. How does it impact the media process The value MOVE assigns as the Opportunity to See an out of home advertisement, multiplied by the advertising spaces location and visibility factors defined Visibility Index, assign each face in MOVEs inventory a Likelihood to See value. As the software models differing behavioural patterns defined by demographic sets, the same advertising space may attract a different Likelihood to See score in different demographic sets, reflecting differing viewing and behavioural patterns in different locations tracked between the demographic sets. Benefits, Advantages & Disadvantages Splicing the data contained in the MOVE system, users can generate reports to project the reach and frequency anticipated outcomes for their advertising campaign against 100 different demographic profiles, making effective outdoor media buying decisions for faces contained in the MOVE inventory of sites. The effectiveness and comprehensiveness of this system is limited by its inclusion of only a defined set of media operators faces, and only within 5 cities (excluding smaller cities and all regional areas). MOVE has also undertaken to only update the data it uses for modelling a minimum of once per year.

Jaddan Bruhn

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Commercial Radio - Nielsen On-Line Radio Companion

What is it The Nielsen Company uses the Sticker Diary Method to collect radio ratings data from a minimum sample size of the metropolitan radio market comprising a participant set distributed approximately: Sydney and Melbourne 2,400; Brisbane 2,000; Adelaide 1,750; Perth 1,850. How does it function Survey participants are categorised according to their responses to a Lifestyle Questionnaire. The sample selected to participate is representative of the radio listening population, and the data Nielsen records from this process, matched against responses from the Lifestyle Questionnaire, comprise the predictive modelling data sets contained in Nielsens On-Line Radio Companion software. Benefits, Advantages & Disadvantages The Radio Advisor feature of the software allows users to run query analysis against a predefined set of demographic categories, across single, multiple or a combination of markets, to determine reach and frequency values across station schedules to test and propose effective placements for a media buyers clients advertising campaign. Although regional radio markets are purported to be surveyed on an ad-hoc basis, the functionality of the analysis software is focused almost exclusively on demographics and data sets from the 5 metropolitan markets of Sydney, Melbourne, Brisbane, Adelaide and Perth. This software is useful for analysis only and cannot be used by media buyers to book media placements directly.

Jaddan Bruhn

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Consumer Survey Data - Roy Morgan - Asteroid

What is it Asteroid is an integrated software system for querying large consumer survey data responses (either from Roy Morgan Research or a licensed service provider) at high speed. How does it function The value of the database is in the strength in the quality of data contained within it in Asteroid there is no aggregation of data; every answer to every question by every respondent is held within it, allowing for multiple query types to be run (with the ability to run subsequent filter queries on data sets already extracted for analysis), using complete variables, individual groups or using ad-hoc definitions. Asteroid also supports statistical querying and supports export of data reports to other programs including Excel (though, as a database, Asteroid functions in a similar manner to Access). How does it impact the media process The speed of analysis and the very large capacity of the database makes Asteroid a useful tool in testing hypotheses against the data sets demographic and psychographic variables, providing the user with a rich vein of data to mine, to find out more detailed information on a proposed target audience, providing an enhanced picture of their lifestyle and behaviour and for results to be compared against data sets for the whole population. Benefits, Advantages & Disadvantages With the inclusion of the media consumption section of the data set, Asteroid is a tool for media buyers to select the most accurate media vehicles to reach their target audience, and to detect alternative target audiences for their client, based on the data available for analysis in Asteroid. The results of data queries can be presented in a variety of formats (data reports, charts). It is not clear how representative the Regions covered are, whether this data pertains mainly to respondents in capital city areas, or if it covers regional and rural centres also, and it is not clear how refined the data on regions can be drilled into (whether it is by city, suburb, postcode). It is also not clear how often this data is updated / refreshed (resurveyed), and when the data that is included in Asteroid was actually captured.

Jaddan Bruhn

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BCC AdSystems - Media Desktop

What is it Media Desktop is an integrated media software program that facilitates the uploading, querying, booking, tracking, client invoicing and media buying for television, with tv schedules, ratings and advertising booking slots (it is primarily used for television, but there is functionality for other media types to be included in this system). How does it function Media Desktop contains data loaded from external sources (though data sets may also be manually uploaded), that includes day-part schedules, survey ratings data and booking rates. How this data is uploaded and viewed is all customisable by the end user to suit their requirements and client needs (i.e. certain clients may have legal restrictions on when they may advertise during the day, so data covering inappropriate day-parts may be Masked to restrict access to its content in planning and buying their media). How does it impact the media process The media planning process is driven by the need to meet campaign reach and frequency targets. The combination of scheduling and costing data, with ratings survey data and demographic data (from sources such as OzTam, and Nielsens Arianna), allows the user to put together client media booking proposals that highlight TARP (target audience rating point) and CPT (cost per tarp) for a campaign, over a defined time period. The strength of Media Desktop is that then facilitates the media buying process, tracking of bookings, and client invoicing. The associated finance module facilitates the actual payment, and covers the actions of the transaction through to the general ledger. Media Desktop also provides data on trend analysis and comparison analysis to concurrently test projected outcome variables against a set of available criteria, to determine alternative booking options and how they will impact your cost and target audience objectives. Benefits, Advantages & Disadvantages Media Desktop integrates all aspects of media planning and buying, for television, and meets the needs and expectations of all users involved in the process. Its long-term functionality is based solely on the softwares ability to interface seamlessly with all associated data providers and their requisite data sets, and it is not clear whether this is ensured by contractual arrangement, or other arrangement (a material issue, as failure to interface with critical data sets would limit the relevance of Media Desktop). Although it appears possible for Media Desktop to integrate all facets of all media planning and buying for all media types, it appears that it is mainly used for television. Harnessing the capabilities of the software across all media types would provide a strengthened ability to effectively propose and book advertising campaigns in a faster, more effective and more comparable environment.

Jaddan Bruhn

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Bibliography
http://adsystems.com.au/?a=25 http://agbnielsen.net/system/analysis.asp http://agbnielsen.net/system/peoplemeters.asp http://agbnielsen.net/system/pollux.asp http://au.nielsen.com/site/index.shtml http://bcc.com.au/index.php?a=5 http://campaignbrief.com/2009/07/bcc-adsystems-partners-with-ne.html http://commercialradio.com.au/ http://commercialradio.com.au/files/uploaded/file/2009RadioSurvivalKit.pdf http://mediafederation.org.au/users/bcc-adsystems http://moveoutdoor.com.au/ http://mumbrella.com.au/about/the-mumbrella-media-metrics-masterclass http://roymorgan.com.au/resources/pdf/historyRoymorgan.pdf http://roymorgan.com/downloads/ASTEROID_Introductory_Manual.pdf http://roymorgan.com/products/asteroid/asteroid.cfm http://roymorgan.com/products/asteroid/faq.cfm http://roymorgan.com/products/single-source/single-source_home.cfm http://valmorgan.com.au/fileadmin/data/PDFs/Other/Optimum_Weights.pdf http://youtube.com/user/BCCAdSystems

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