gemiusAdReal
-
real
digital
campaign
research
gemius we support knowledge
THE REVOLUTION IS HERE DIGITAL ADVERTISING MARKET IS NOT A BLACK SCREEN ANYMORE
most interesting video campaigns: • Netflix offensive in a battle - TV station vs VOD • Wir Zusammen a campaign like no other
HOW DO WE REALLY WATCH VIDEO ADS ON FACEBOOK?
002
THE REVOLUTION IS HERE REAL DIGITAL CAMPAIGN MONITORING Real digital campaign monitoring
Authentische Monitoring von digitalen Kampagnen
gemiusAdreal is the first study available allowing to analyse the entire online advertising market from the final user’s point of view. The study provides information about all the ads regardless of the ad type or website type and so includes social media and search engines as well.
gemiusAdreal ist die erste verfügbare Studie, die eine Analyse des gesamten Online-Werbemarktes aus der Sicht des Endnutzers ermöglicht. Die Studie bietet Informationen über alle Arten von Online-Werbung, einschließlich Werbung über soziale Medien und Suchmaschinen.
Thanks to user-centric methodology and innovative metric, gemiusAdreal study covers: • whole picture of advertisers and publishers’ share of voice in: »» video online ads (in-stream, out-stream, in-display, social media video) »» display ads, including all formats and all type of websites »» search ads • universal indicators allowing to compare publishers and campaigns (real users, impressions, reach, frq, viewability, watching time, GRP), • sociodemographic profile of reached audience.
Dank einer benutzerorientierten Methodik und einer innovativen Metrik bietet die gemiusAdreal-Studie Folgendes: • ein Gesamtbild des Share of Voice von Werbenden und Publishern an: »» Video-Online-Werbung (In-Stream, Out-Stream, InDisplay, Videos in sozialen Medien), »» Display-Werbung, einschließlich aller Formate und aller Website-Typen, »» suchgebundene Werbung • universelle Indikatoren zum Vergleich von Publishern und Kampagnen (echte Nutzer, Impressions, Reichweite, Frequenz, Sichtbarkeit, Betrachtungsdauer, GRP), • soziodemografisches Profil der erreichten Zielpersonen
gemiusAdreal is digital advertising audience study measured on a sample of users of the most popular browsers (Firefox, Chrome, Opera) for PC. The data on structure and the size of Internet users population in each country comes from the same source as in gemiusAudience study.
gemiusAdreal ist eine Zielgruppenstudie zur digitalen Werbung auf der Basis einer Auswahl aus Nutzern der beliebtesten PC-Browser (Firefox, Chrome, Opera). Die Daten zu Struktur und Umfang der Internet-Nutzerschaft in den jeweiligen Ländern entstammen derselben Quelle wie bei der geniusAudience-Studie.
gemiusAdReal contact us
Vesna Gordon
International Sales Director, EMEA vesna.gordon@gemius.com
Marek Molicki
Marta Sułkiewicz
Regional Manager
Business Development Manager
marek.molicki@gemius.com
marta.sulkiewicz@gemius.com
004
POWER OF MEDIA
NETFLIX SHOWS ITS OFFENSIVE POWER ON THE MEDIA MARKET In the ongoing game between traditional tv and vod’s Netflix seems to have the upper hand. The modern tv giant intensified their expansion on European markets by investing in a huge online campaign. The campaign started on September 2nd with trailers for the second season of the hit series Narcos. Netflix original series about the rise and fall of Pablo Escobar combined with sci-fi flick “stranger Things’, Marvel adaptation ‘Luke Cage’ and videos advertising the platform as a whole declassified the competition, at least impression-wise. In September Netflix noted 9 159 898 real users with 43 920 540 impressions in the German market alone. Just to compare, popular TV stations in Germany did not manage to come close to Netflix’s score (see on right). As most of its competitors on the market Netflix decided to advertise mainly on facebook (78,21 %) but also opted for YouTube(25,64 %) and twitch.tv (3,21%). Facebook and
THE STRATEGY OF NETFLIX
YouTube give the opportunity to present interesting trailers instead of teasers characteristic of traditional tv and publishers, where the price depends on the length of the video. Advertising on Facebook and YouTube is great for showing long videos, but the possibilities don’t end here. Brand owners create engaging, interactive stories that bring positive associations with the brand, as it was in the case of Nike and their campaign ‘The Switch’ featuring Cristiano Ronaldo during the Euro 2016 tournament.
www.adreal.gemius.com
005
Germany September 2016 . . . vod market & television station
SEPTEMBER VIDEO ONLINE CAMPAIGNS OF MOST ACTIVE ADVERTISERS (VIDEO ON DEMAND AND TELEVISION STATION) COMPARED TO ALL INDUSTRY RESULTS SHOWS HOW NETFLIX DOMINATED MARKET WITH BOTH REAL USERS AND IMPRESSIONS, BUT IN GENERAL STRATEGY OF VODS AND TV STATIONS IS SURPRISINGLY SIMILAR.
006
HOW DO WE REALLY
WATCH VIDEO ADS ON FACEBOOK? Artificially overstating the effectiveness of video advertising through Facebook – a mistake, or a deliberate attempt to mislead customers? In September, Facebook admitted to media agencies and advertisers that, for the last two years, they have been overestimating statistics relating to the length of viewing video ads (so-called ‘Average Duration of Video Viewed’); simultaneously, they announced the introduction of a new metric: ‘Average Watch Time’. The problem, and the difference between the two metrics, is the basis on which the average is calculated – the old metric referred to the videos emissions that exceeded Facebook’s paid emissions 3 seconds threshold. The average took into account only those people who were sufficiently interested in the film to watch it for at least 3 seconds. The vast majority, who click to starts a film while scrolling down and then continue scrolling after a split second, were not included. As a result, Facebook was able to compare their statistics with YouTube and television broadcasters, and to convince advertisers of the effectiveness of their advertising capabilities in online video. Was this merely a misunderstanding, or were they deliberately showing their better side, using out-of-context descriptions and explanations? It is hard to believe that it was just a mistake. On the other hand, Facebook shouldn’t fear these statistics – after all, advertisers only pay for video ads that exceed the 3-second threshold...
As reported by the Wall Street Journal, citing a conversation with the spokesman of Publicis Media, the video ad viewing statistics for customers of this media house agency have been overstated from 60 to 80%. Meanwhile, the debate was reignited on the policy of two American giants – Facebook and Google – who do not accept the external 3rd party scripts that would allow them to verify their statistics and to enable the independent examination of the effectiveness of their reach. (‘3rd party tagging / scripting’).
Does Facebook’s new metric change the policy of Facebook or the Google Groups in the context of 3rd party tagging?
It is hard to say whether advertisers are able to force the American giants to accept a policy change based on not sharing their greatest treasure – data – with external entities. The future of marketing lies in Big Data and it is thanks to the exclusivity of access to knowledge about the profiles and behaviour of billions of people that the value of the two companies is so high, often higher than their biggest advertisers and media giants such as Publicis and Group M. Although, of course, Publicis and Group M can undermine that value slightly by withdrawing their advertising budgets. The question is whether everyone actually stands in solidarity against the giants. Is there really an alternative?
The third way: independent study of the effectiveness of advertising on Facebook and YouTube with user-centric methodology. But there is a third way. In Germany and fe other countries, the independent study of the online advertising market based on user-centric methodology is already under way (gemiusAdReal). Neither Facebook nor the Google Group has to agree to participate in the measurement, because the data comes from software installed on the computers of panellists who visit Facebook, YouTube or any other website. What’s more, adverts are studied in exactly the same model in which they are purchased – after all, the purchasing of Facebook and YouTube is also ‘user-centric’. In the near future, Gemius will introduce the study to new markets. Thanks to a sample of many thousands of internet users, we study how ads are viewed, and we have separate statistics for different countries, including Germany, Poland, Romania, Russia and Ukraine. We know that the average viewing time for online video ads on Facebook on the PC platform is 10 seconds in Germany and 6 seconds in Poland, and that on average only 30-40% of internet users view videos for longer than 3 seconds (depends on the market). And we know that, once they start viewing, the vast majority will watch to the end. So it comes as no great surprise that the Facebook statistics changed so radically when they altered the metric from ‘Average Duration of Video Viewed’ to
‘Average Watch Time’.
What else do we know about how ads are viewed on Facebook? We know that, in the eastern markets (Russia and Ukraine), women view them for less time than men. In Germany average lengths is highest comparing to other markets (10 seconds with 38% viewability). And we know that no average can be directly translated to specific creations. Advertisers are increasingly, and very creatively, taking advantage of the potential of new online video channels where they pay for the initial guaranteed 3 or 5 seconds (for Facebook and YouTube, respectively), and not for the entire 15 or 30 seconds of airtime. They employ two strategies. The first involves very short videos of 6-8 seconds, in which the creative agency should convey the most important message in the first 3-5 seconds. In the context of these short forms, VCR (video completion rate) statistics generalised for all campaigns can be quite deceptive in comparison to the reality, and they should be analysed by format. The second strategy involves the emission of a long film (e.g. 1-2.5 minutes).
Investing in a good, interesting commercial that will attract the target group can result in very long watching times among the people who matter the most. This is the point where content marketing meets media buying. Nike and Adidas have been implementing this strategy for some time now – we saw it during Euro 2016 and the Olympics. In early August, the weekly run of Nike’s video recorded an average watching time of 127 seconds for males aged 7-19, and 65 seconds in the ‘All’ group (data for the Polish market, source: gemiusAdReal). After first congratulating Nike’s strategy, we are struck with the thought that this kind of campaign overstates the average 6-second watching time with adverts on Facebook and is probably much lower for the 30 seconds’s spots. This means that we can creatively use the potential of online videos on Facebook – but in order to do this, we need to measure the effects of their actions, know the benchmarks for our segment, and – most importantly – not be condemned by statistics from Facebook alone. The gemiusAdReal study of the online advertising market has also given us the opportunity to observe the results of our competition on Facebook and to see which videos were the most popular with our target audience. Of course, this goes beyond the analysis of our own campaigns – it opens up new opportunities, not only for media gencies, but also for strategic and creative agencies.
Programmatic and big data mean big benefits, but without independent studies they may turn into one big trap.
SEE THE INFOGRAPHIC ON THE NEXT PAGE
08
09
Top advertisers:
Deutsche Telekom Netflix Corp. Sony Pictures International RWE AG Lesara GmbH
Top industries:
Media, books, CD & DVD Leisure time Food Trade Telecommunications
Top advertisers:
Sony Pictures International RWE AG Henkel Vodafone Sony
Top industries:
Media, books, CD & DVD Personal care and hygiene Trade Food Computers and audio video
010
THE CAMPAIGN IS SUPPORTED BY THE FOLLOWING RENOWN BRANDS: ADAM OPEL AG, ADIDAS GRUPPE, AIRBUS GROUP SE, DEUTSCHE BANK AG, DEUTSCHE LUFTHANSA AG, DEUTSCHE POST DHL GROUP, DEUTSCHE TELEKOM AG, DEUTSCHE WOHNEN AG, DZ BANK GRUPPE, ESTRIL BERLIN,
EVONIK INDUSTRIES AG, FLUGHAFEN MUNCHEN GMBH, FRANZ HANIEL & CIE. GMBH, FREUDENBERG GRUPPE, GRUNER + JAHR GMBH, HAGER SE, HENKEL AG & CO. KGAA, HUGO BOSS, AG, LANXESS AG, MEDIA CONTROL
GMBH, PLAN.NET GRUPPE, P ROSIEBENSAT1 MEDIA SE, ROBERT BOSCH GMBH, ROCKET INTERNET SE, RWE AG, SIEMENS AG, SIXT GMBH & CO AUTOVERMIETUNG KG, SOLARWORLD AG,
TELEFONICA GERMANY GMBH & CO. OHG, THYSSENKRUPP AG, VIESSMANN WERKE GMBH & CO. KG, TUI GROUP, UNITED INTERNET AG, VOITH GMBH, VOLKSWAGEN AG, WMF GROUP GMBH, WOLF GMBH
011
WIR ZUSAMMEN
A CAMPAIGN LIKE NO OTHER Refugee crisis is a topic discussed in the entire Europe nowadays. In Germany, the destination point of many immigrants, a group of entrepreneurs decided to deal with the difficult situation of the immigrants by offering a solution good for both German economics and the refugees. Campaign Wir Zusammen features some of the biggest brands on the market. Though widely advertised it is not a marketing tool, but a social campaign. The campaign, consisting of 3 different 20 seconds videos debuted on September 10th and noted approximately 2 000 000 Real users and around 10 000 000 impressions in this month alone when it ran for two days (10-11.09.16). It was advertised again in October, also only for two days on the 4th and 7th when 5 939 436 of real users began watching the videos and the number of 21 699 524 impressions was achieved according to gemiusAdreal, all of them on 1&1 Mail & Media GmbH websites - web.de and gmx.net. The videos convince that two workers – an immigrant and a native – create the perfect cooperation that could not be achieved if one of them was neglected by the company’s HR. Wir Zusammen is an initiative created by Ralph Dommermuth, the CEO and founder of United Internet AG. The goal of the campaign is to convince the market that German enterprises should actively participate in the integration of the refugees by giving them job opportunities.
Time:
September, 10-11, October, 4 & 7 Impressions:
40 000 000 Publisher:
1&1 Mail & Media GmbH (web.de and gmx.de)
Wenn Sie Werbender sind Sie wissen, wann, wo und nach welchem Modell Ihre Mitbewerber ihre Kampagnen betreiben? Mit adReal können Sie außerdem feststellen, wer die Werbung Ihres Mitbewerbers gesehen hat und wie lange sie jeweils sichtbar war. Unser Produkt ist Ihr größter Vorteil bei der Steuerung Ihrer Mediaagentur-Aktivitäten: Sie können Ihre Strategie mit denen Ihrer größten Mitbewerber vergleichen oder die Zielgruppenausrichtung überprüfen.
Wenn Sie Publisher sind gemiusAdReal hilft Ihnen zu bestimmen, wo Ihre Kunden für ihre Produkte werben, und zu überprüfen, ob die Agenturen ihre an den Trading Desks gemachten Zusagen einhalten. Sie erkennen, welcher Teil des Marktes in den Händen von Facebook und Google anstatt in Ihren ist. Und schließlich erfahren Sie, wie effektiv die Kampagnen Ihrer Mitbewerber sind.
Wenn Sie eine Agentur sind gemiusAdReal bietet Ihnen vertiefte Analysen des digitalen Marktes, damit Sie Kampagnen effizienter planen können. Die Research-Abteilung erhält Daten zur Analyse der Nutzung von Online-Werbung, zu Überschneidungen bei der ZielgruppenErreichung, Sichtbarkeits-Metriken (View-Through-Rate für Videos, Anzeigedauer für Bildschirmanzeigen) und Klickraten in aus-