Yougov Plc · LSE:YOU
Yougov — Investor Day (February 2019)
128 slides from Yougov's investor day presentation, Feb 6, 2019
Slide 1: YouGov Capital Markets Day: Building a global leader
YouGov Capital Markets Day Building a global leader Wednesday 6th February 2019
Slide 2: Agenda
Agenda 2.00pm | Introduction to YouGov 3.00pm | Clients o Stephan Shakespeare o Julian Newby Chief Executive Officer, YouGov Global Profiling Director, MediaCom Worldwide o Alex McIntosh o Claire Spencer Chief Financial Officer, YouGov Managing Director for Insight & Analytics, IPG Mediabrands UK o
Slide 3: Introduction to YouGov
Introduction to YouGov 3
Slide 4: Stephan Shakespeare
Stephan Shakespeare Chief Executive Officer, YouGov 4
Slide 5: Introduction
Introduction The purpose of today is to explain: How YouGov works Our next 5-year ambition Our strategy Our new ideas 5
Slide 6: How YouGov works
How YouGov works Our success is based on 4 fundamental efficiencies: 1. People proactively fill in surveys by themselves, at their convenience, on any device 2. We enable unlimited self-input and give public & personal value in return 3. We build an engaged panel that is always available and connect
Slide 7: So we have a system, based on:
So we have a system, based on: large engaged panels massive data design automated data generation productising the data the best analytic tools expert client service 7
Slide 8: The best data, the best tools
Our offer to clients is systematic data that is... very wide-ranging deep in detail fully connected “The best data, highly crunchable global the best tools” cost-efficient accurate relevant and applicable 8
Slide 9: Our ambition for growth is undiminished
Our ambition for growth is undiminished Our ambition is to be: the world’s #1 provider of single-source systematic marketing data used by every public-facing company and organisation used by hundreds of millions of people as a daily public resource the world’s largest and most engaged resear
Slide 10: Presentations coming up next
Presentations coming up next 1 2 3 4 5 6 Alex will take Sunny will Bianca will Amelia will We will hear We will share you through show you how introduce you introduce you from clients updates on our the historic we engineer to the YouGov to our about how it latest numbers our future data platform sy
Slide 11: Alex McIntosh
Alex McIntosh Chief Financial Officer, YouGov 11
Slide 12: Our current and next five year growth plans
Our current and next five year growth plans FY to FY to FY to FY to FY to FY to FY to FY to FY to 31 July 31 July 31 July 31 July 31 July 31 July 31 July 31 July 31 July 2015 2016 2017 2018 2019 2020 2021 2022 2023 First five year growth plan Next five year growth plan 12
Slide 13: In FY14, our five year growth plan focused on improving profitability
In FY14, our five year growth plan focused on improving profitability £m Adjusted Operating Profit Adjusted Operating Profit Margin 17% 25 18% 14% 16% 20 12% 14% 11% 11% 19.7 12% 15 10% 14.5 8% 10 10.9 6% 8.6 5 7.4 4% 2% 0 0% FY14 FY15 FY16 FY17 FY18 Key five year plan growth target: 25% YOY EPS gro
Slide 14: The growth plan focused on Data Products and Services
The growth plan focused on Data Products and Services which have operational leverage Revenue Growth £m Custom Reseach Data Services Data Products 140.0 120.0 100.0 80.0 60.0 40.0 20.0 0.0 FY14 FY15 FY16 FY17 FY18 14
Slide 15: Platform for scalable profit generation
Interim Results to 31 January 2018 Our focus on technology and products has created a platform for scalable profit generation Adjusted Operating Profit Margin by Divisions Custom Research Data Services Data Products 40% 35% 38% 30% 33% 32% 29% 29% 28% 25% 27% 24% 24% 20% 19% 19% 15% 15% 10% 13% 13%
Slide 16: The market YouGov focuses on is worth $46b annually
The market YouGov focuses on is worth $46b annually 3% 1% Latin America Africa $1,612m $536m 1% Middle East 15% $414m Asia Pacific $6,756m 45% Global Market Research North America Turnover 2017 $20,574m $45,829 million 35% Europe $15,937m 16 YouGov Group revenue in FY18 was £117m
Slide 17: The US and UK are the largest research markets in the world
The US and UK are the largest research markets in the world, and for YouGov (Operating Profit in £m) Year to 31 July 2014 Operating Profit Year to 31 July 2018 Operating Profit Asia Middle East Middle East Pacific 3.6 2.2 Mainland 0.8 Europe 2.3 Mainland UK Europe UK 12.0 1.3 5.0 Net Profit Net Prof
Slide 18: Media Mentions: YouGov vs Competitors (UK)
44,733 18 12,870 8,191 6,853 5,206 4,991 4,549 4,475 4,158 3,980 3,784 3,599 3,068 2,919 2,725 2,564 2,133 943 775 763 710 498 462 Source: Meltwater media mentions data for the twelve months to 31 July 2018 447 Media Mentions: YouGov vs Competitors (UK) 367 355 337 190 160 102 60
Slide 19: Media Mentions: YouGov vs Competitors (USA)
196,720 19 194,658 162,060 158,101 120,315 110,639 98,255 77,689 69,673 62,403 43,458 38,603 38,045 35,123 33,204 28,761 25,126 24,080 2014 8,835 17,880 17,753 15,102 14,372 12,161 2018 43,458 11,138 7,798 7,518 7,347 7,165 6,853 Source: Meltwater media mentions data for the twelve months to 31 July
Slide 20: Our customer base is diverse
Our customer base is diverse – mainly focused on marketing activities Media Owners Media Agencies Brands 2,000+ clients 20
Slide 21: Sundip Chahal
Sundip Chahal Chief Operating Officer, YouGov 21
Slide 22: Centres of Excellence – a new model for scale
Centres of Excellence – a new model for scale Data Operations overheads as a % of global revenue Current 4.95% Technology (Warsaw) Panel & Data Operations 1.8% - 2.0% (Bucharest & Mumbai) Significant contribution to margin improvement Driven standardisation of operating mode 2013 2019 Led to 24x
Slide 23: Centres of Excellence – next stage
Centres of Excellence – next stage Current Future Technology Finance (Warsaw) Data Design Panel & Data Operations (Bucharest & Mumbai) Research Customer Service Significant contribution to margin improvement Driven standardisation of operating mode Led to 24x7 operations and bred true ex
Slide 24: Finance - improved functional management
Finance - improved functional management Make better use of hard financial metrics to drive forward our teams Quicker turnaround & dissemination of financial information to the teams that need it most Can be built cost effectively not tied to local offices 24
Slide 25: Data Design – extending our lead
Data Design – extending our lead Central team responsible for designing consistent data collection across the world The YouGov Codebook is housed within the YouGov Cube (our connected longitudinal syndicated data library with over 200,000 variables) Data collected using a variety of methods
Slide 26: Research Platform – to deliver the YouGov Screen
Research Platform – to deliver the YouGov Screen Crunch – easy to use analytics platform Allows clients to import 3rd party datasets Collaborate – self-serve survey system Currently live in UK, US and Germany Brought together for the YouGov Screen Integrated platform for all YouGov produ
Slide 27: Client-centricity – maximising opportunities
Client-centricity – maximising opportunities Build ‘Global Key Account Management’ programme Invest in global team to grow key accounts Give clients one touchpoint Customer Service team with Centre of Excellence Gives us the ability to be on 24/7 (like Data Operations) Cost effective cov
Slide 28: Our Products & Services
Our Products & Services 28
Slide 29: Bianca Bruhn
Bianca Bruhn Head of Northern Europe, YouGov 29
Slide 30: The YouGov Platform – a Single System
The YouGov Platform – a Single System With the Cube in the centre and a variety of engagement possibilities for the users Bespoke Connected Syndicated Subscription 30
Slide 31: Superior Value Derived from the YouGov Platform
Superior Value Derived from the YouGov Platform Fast Turnaround Research Bespoke Trackers Dynamic Segmentation Seed Audiences for Activation Digital Campaign Measurement Etc. Bespoke Connected Syndicated Subscription Profiles BrandIndex 31
Slide 32: Superior Value Derived from the YouGov Platform
Superior Value Derived from the YouGov Platform Fast Turnaround Research Bespoke Trackers Dynamic Segmentation Seed Audiences for Activation Digital Campaign Measurement Etc. Bespoke Connected Syndicated Subscription 32
Slide 33: Demonstrating Fast Turnaround Research Services
Demonstrating YouGov’s Fast Statement: Next time I Turnaround Research Services buy/lease a car it will be a hybrid/electric car? and the YouGov Platform Agree/Disagree/Neutral 33
Slide 34: Statement: Next time I buy/lease a car it will be a hybrid/electric car?
Statement: Next time I buy/lease a car it will be a hybrid/electric car? Agree/Disagree/Neutral REAL-TIME DATA 34
Slide 35: 24h later you have your answer enriched with data-points
...24h later (or less) you have your answer enriched with hundreds of additional, relevant data-points... “Companies and their brands should Online Engagement be able to express how they feel on a 40-49 years topic” Female Online for: 50 hours per old week Streaming services: Spotify Income gross Gr
Slide 36: Start by identifying your target segment in the Cube
...You can also move the opposite way in the Platform ... and start by identifying your target segment in the Cube ... “Companies and their brands should Online Engagement be able to express how they feel on a 40-49 years topic” Female Online for: 50 hours per old week Streaming services: Spotify In
Slide 37: A re-contact survey
Statement: Next time I buy/lease a car it will be a hybrid/electric car? Agree/Disagree/Neutral A re-contact survey – leveraging the cube to target a specific segment with a bespoke question 37
Slide 38: Fast Turnaround Research, Bespoke Trackers, Dynamic Segmentation
Fast Turnaround Research Bespoke Trackers Dynamic Segmentation Seed Audiences for Activation Digital Campaign Measurement Etc. Bespoke Connected Syndicated Subscription 38
Slide 39: The Platform is Uniquely Suited for Bespoke Trackers
The Platform is Uniquely Suited for Bespoke Trackers ... allowing clients the opportunity to both play with data themselves and/or continuously monitor the results via dashboards 39
Slide 40: Bespoke Tracker combined with Dynamic Segmentation
Bespoke Tracker combined with Dynamic Segmentation Example: The Sharing Economy / Collaborative Consumption \\\ Dynamic Segmentation Bespoke Connected 40
Slide 41: Trendline by segment
Trendline by segment ... and how individual segments develop over time 30 25 20 15 10 5 0 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Segment 1 Segment 2 Segment 3 Q2 Q4 41
Slide 42: Q2 vs Q4 segment favourites
Q2 20% Q4 35% Favorite brands Favorite brands TV-Shows TV-show Social media Social media 42
Slide 43: Select your seed audience and activate ...
Select your seed audience and activate ... 43
Slide 44: Measure the effectiveness of your digital campaigns via a YouGov Pixel
Measure the effectiveness of your digital campaigns via a YouGov Pixel Did the target audience carry out the call to action? Which campaign content helped drive the call to action? How did brand perceptions change for audiences exposed to the ad? Etc. 44
Slide 45: The YouGov Platform – a Single System
The YouGov Platform – a Single System With the Cube in the centre and a variety of engagement possibilities for the users Bespoke Connected Syndicated Subscription 45
Slide 46: Amelia Brophy
Amelia Brophy Head of Data Products UK, YouGov 46
Slide 47: The YouGov Platform – a Single System
The YouGov Platform – a Single System Powering our syndicated data products Bespoke Connected Syndicated Subscription 47
Slide 48: Plan & Track: Global Footprint
Plan & Track: Daily consumer feedback in 38 countries Global Footprint (and growing)! Profiles ‘Plan’ • China (19) • Indonesia • USA • Malaysia • Sweden • Singapore • Denmark • Thailand • Norway • Australia • Finland • Hong Kong • UK • India • Germany • Taiwan • France • Philippines • Vietnam • Russ
Slide 49: With our connected data you can… Plan, Activate, Track
With our connected data you can… Plan Activate Track Identify and understand Buy that audience in the Track the metrics that your audiences in digital space matter & evaluate unrivalled depth campaign success YouGov Profiles YouGov Audience Data YouGov BrandIndex Single Audience View With YouGov’s c
Slide 50: Profiles enables unrivalled audience understanding
Profiles enables unrivalled audience understanding Plan Identify and understand Understand Who They Are, Identify Specific Audiences & What They See, Hear, Think, your audiences in Target Groups And Buy unrivalled depth Build And Enhance Plan Media, And Streamline Segmentation, Increasing Buying Thr
Slide 51: Constant conversation with panellists through varied data collection methods
Constant conversation with panellists through varied data collection methods Online Surveys YouGov Online Passive Tracking We use our tried and tested The YouGov website allows A select sample of our panel survey platform in order to panellists to sign in and opt in to be passively tracked. obtain k
Slide 52: Building a robust data set with over 200,000 variables
Building a robust, data set with over 200,000 variables and unrivalled breadth and depth Demographics Attitudes Brand Use & Perception Collected via Online Surveys Collected via Online Surveys supplemented Collected via Online Surveys completed by with YouGov Online 4,000 panellists each day More th
Slide 53: Enabling granular audience understanding that evolves over time
Enabling granular audience understanding that evolves over time Media Online and Mobile Social Media Engagement Consumption Behaviour Collected via Passive Metered Digital Data Consumption of above-the-line. How do your audience behave and Review social media engagement, consume media online? includ
Slide 54: Customisation of data & tools to deliver additional value
Customisation of data & tools to deliver additional value In-Tool Functionality Work with our Data Services Team Team Variable Favourites Re-Contact Segmentation Sharing Additions Run a really Have you created Find a client has Want to a specific Want to useful analysis a really great a specific gro
Slide 55: With our connected data you can… Plan, Activate, Track
With our connected data you can… Plan Activate Track Identify and understand Buy that audience in the Track the metrics that your audiences in digital space matter & evaluate unrivalled depth campaign success YouGov Profiles YouGov Audience Data YouGov BrandIndex Single Audience View With YouGov’s c
Slide 56: BrandIndex is a continuous daily conversation with consumers about brands
BrandIndex is a continuous daily conversation with consumers about brands Track Evaluate campaign Monitor brand health at a Track the metrics that performance including (lower nat. rep and target group matter & evaluate funnel metrics) level campaign success Benchmark against Measure the impact of c
Slide 57: Key metrics to measure and understand brand health
With 16 key metrics to measure and understand brand health Media Metrics Brand Health Metrics Lower Funnel Metrics Aided Brand Awareness: General Impression: Consideration: Are you aware of the brand? Do you have a positive or negative view of the brand? When you are in the market next to make a pur
Slide 58: A structured and consistent survey experience
A structured and consistent survey experience delivers robust results across sectors and geographies Sent out every day to a nationally representatives panel, achieving 80-100 completes per day per brand covering over 13,000 brands globally Aided Brand Awareness Former Customer Value Consideration
Slide 59: Analysis of key metrics is tailored to drive insight
Analysis of key metrics is tailored to drive insight …Net Score Metrics Net Score Metrics: Score Calculation: Impression Positive % - Negative % = Net Score Recommend Example: Quality 60 Positive Responses 20 Negative Responses 20 Neutral Responses Value Reputation % Positive % Negative Satisfaction
Slide 60: Ensuring that changes in metrics are clearly evident
Ensuring that changes in metrics are clearly evident and easily understood …Percentage Score Metrics Percentage Score Metrics: Awareness Ad Awareness WOM Exposure Score Calculation (Positive Responses / Total Sample) x 100 = Metric Score Consideration Purchase Intent Customer Status (Former/Current)
Slide 61: Customisation of BrandIndex is simple and scalable
Customisation of BrandIndex is simple, scalable and enables bespoke brand measurement Custom Filters Trigger Questions Brand Additions Category Additions Create bespoke filters Ask an additional Add a new brand to Create a new category for BrandIndex to track question off the back track onto the wit
Slide 62: Use Case
Use Case 62
Slide 63: Ubiquitous Case Study: High-net-worth Londoners
Ubiquitous Case Study: High-net-worth Londoners and how to reach them About Ubiquitous Objective Ubiquitous is the UK’s leading taxi Ubiquitous wanted to find out more about “hard to know” investors in advertising contractor, bringing London in order to understand how they can be effectively reached
Slide 64: Ubiquitous Case Study: Solution
Ubiquitous Case Study: High-net-worth Londoners and how to reach them Solution Ubiquitous used YouGov Recontacts to target 1,700 respondents who live or work in London and earn over £35,000 per annum – split by investors and non-investors. YouGov Recontacts YouGov Omnibus can conduct bespoke surveys
Slide 65: Ubiquitous Case Study: Results
Ubiquitous Case Study: High-net-worth Londoners and how to reach them Results The study found that older, wealthier respondents were more likely to have an IFA and use black cabs in London. Profile of an IFA user 50% will 7x more likely increase, and Aged 45+, earn +£45,000 a year and have to see
Slide 66: Q&A
Q&A 66
Slide 67: Julian Newby
Julian Newby Global Profiling Director, MediaCom Worldwide 67
Slide 68: A bit about me
A bit about me My name is Julian Newby I’m a global data and analytics leader at MediaCom MediaCom is a media communications agency Part of Groupm (which is a WPP company) Last year, MediaCom won $2.76bn worth of new business. Double that of second place Spark Foundry* MediaCom was listed as the No.
Slide 69: MediaCom's relationship with YouGov
MediaCom’s relationship with YouGov Heavy focus on YouGov Profiles Used across all our core disciplines - planning, activation and measurement On all the key accounts Across all the available markets Now starting to use the data in our product development 6 69 9
Slide 70: YouGov's data works across our core disciplines
YouGov’s data works across our core disciplines Planning • Ability to build audiences- both interest and behavioral based • To size audiences and understand growth opportunities • To understand the media consumption of the audiences e.g. TV, Digital, OOH etc. Activation • Ability to activate these a
Slide 71: An end-to-end single source system
This gives create an end-to-end single source system! Planning Activation Measurement 7 1
Slide 72: Thank you for your time today
THANK YOU FOR YOUR TIME TODAY 7 2
Slide 73: Claire Spencer
Claire Spencer Managing Director for Insight & Analytics, IPG Mediabrands UK 73
Slide 74: YouGov Capital Markets Day
YOUGOV CAPITAL MARKETS DAY Claire Spencer, MD Insight & Analytics February 2019 74
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Slide 76: McCann
McCANN Employee Identification DON DRAPER If found, please return to 622 Third Avenue, New York, NY 10017 or contact 646-865-2000.
Slide 77: My IPG career began back in 2006…
My IPG career began back in 2006… 77
Slide 78: IPG at a glance
39 billion marketing $ 9,000 specialists 130 countries 3 brands 78
Slide 79: Client brand logos
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Slide 80: CMO predictions for 2019
Disrupt CMOs will use societal controversy as a mechanism to tap customer energy. Privacy CMOs will proactively prioritise and promote customer privacy as a core selling point. Brand Promise CMOs will use the brand promise to reshape the enterprise, for both customers and employees. Consumer Tech St
Slide 81: Connected systems & data-driven decisions
Connected systems & data-driven decisions. AUDIENCE CHANNEL CAMPAIGN INVESTMENT INSIGHT PLANNING ACTIVATION OPTIMISATION 81
Slide 82: Cookies, behaviour, currencies
COOKIES BEHAVIOUR CURRENCIES PANEL CENSUS 82
Slide 83: Campaign press coverage
campaign LATEST >» CREATIVEWORK > TOPBRANDSSAGENCIES > EXPERIENCES. > uly Howlong? | 2-30 UM shows that creative data is not an oxymoron Is pregnancy about to become a disability? theguardian Meniaiteath Nice: mothers-to-be at risk of mental health problems need more support SSIONIN | REGISTER | BUL
Slide 84: WARC article: How Information Spreads on Twitter
WARC Whatwedo Ourclients Explore Contact ~— Gunn ‘Try WARC today Login | THIS IS A PREVIEW OF WARC SUBSCRIBER ARTICLE What do | get froma WARC subscription? From Brexit to Beckham: How Information Spreads on Twitter © Sminread gi MRS Awards, Finalist, MRS Award 5" for Innovation in Data Analytics, 2
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Slide 86: Haymarket media
MEDI, aymarket
Slide 87: Queerer than we used to be
87 h Cd EE RESEARCHLIVE SECTORS TOPICS INDUSTRY ‘SPECIAL REPORTS = ALtsecTions: NEWS 13.JULY 2018 QUEERER THAN WE USED TO BE Jone Bainbridge oS oo UK - Almost half (49%) of 18- to 25-year-olds don’t identify as 100% gay or straight, according to YouGov and UM London. The research was presented at IP
Slide 88: Deal of the Year: IPG buys Acxiom Marketing Solutions
hh Creative Sociol Media Video Analytics Executive News Deal of the Year: IPG buys Acxiom Marketing Solutions PatchAdams03 Dee. 3, 20%8 @ (HigHuIGHTS) Key product acquired: 2,100 data and analytics professionals Unanswered question: How current conversations around data privacy and ensuing tweaks to
Slide 89: Thank You
MEDIABRANDS
Slide 90: Tini Sevak
Tini Sevak Vice President Audiences & Data, CNN International Commercial 90
Slide 91: Application of YouGov at CNN
APPLICATION OF YOUGOV AT CNN TINI SEVAK Vice President, Audiences & Data CNN International Commercial Twitter: @TINI_SEVAK 9 1
Slide 92: Who we are
WHO WE ARE
Slide 93: WarnerMedia
WARNERMEDIA Turner
Slide 94: Slide 94
Slide 95: CNN business, travel, style, sport
Lo) CON BUSINESS. on travel @W STYLE @N Spor GREAT t BiGe STORY
Slide 96: 2 out of 5 adults globally engage with CNN every month
2 OUT OF 5 ADULTS GLOBALLY ENGAGE WITH CNN EVERY MONTH
Slide 97: 640 million adults globally
AO MILLION ~— ADULTS GLOBALLY
Slide 98: Winning today requires
WINNING TODAY REQUIRES: DELIVERING EXPERIENCES CREATING BRAND INTIMACY BUILDING TRUST
Slide 99: Finding new ways to understand our viewers
FINDING NEW WAYS AND APPROACHES TO UNDERSTAND OUR VIEWERS
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Slide 101: 8 bespoke projects
8 BESPOKE PROJECTS CONDUCTED IN THE LAST YEAR ACROSS AD SALES, DIGITAL AND MULTIPLATFORM
Slide 102: Use Case 1: Trust in advertising within news
USE CASE 1 EXAMINING TRUST IN ADVERTISING WITHIN NEWS & CNN
Slide 103: Accurate news is more important than ever
ACCURATE NEWS IS MORE IMPORTANT THAN EVER MAJORITY OF ADULTS SAY ACCURATE NEWS HAS NEVER BEEN MORE IMPORTANT SOURCE: CNN /YouGov Research October 2018
Slide 104: Advertising on news drives positive brand
ADVERTISING ON NEWS DRIVES POSTIVE BRAND A MAJORITY OF CONSUMERS FIND BRANDS THAT ADVERTISE ON NEWS FAVORABLE, CREDIBLE, AND TRUSTWORTHY Favorability Credibility Trustworthiness Endemic News Platforms Social Media SOURCE: CNN /YouGov Research October 2018
Slide 105: CNN provides unmatched brand credibility
CNN PROVIDES UNMATCHED BRAND CREDIBILITY CONSUMERS TRUST BRANDS THAT ADVERTISE ON CNN MORE THAN: Broadcast News Average SOURCE: CNN /YouGov Research October 2018
Slide 106: Use Case 2: Analysis of GBS audience segment
USE CASE 2 ANALYSIS OF GBS AUDIENCE SEGMENT
Slide 107: Adventurous. Connected. Original.
Adventurous. Connected. Original. Great Big Story is all about wonder. describe themselves as spend 20 hours + a do not typically view Adventurous…The #1 trait week online. videos from Buzzfeed. for Great Big Story viewers. SOURCE: CNN /YouGov Research October 2018
Slide 108: GBS Viewers Watch Sponsored Content
GBS Viewers Watch Sponsored Content Majority of Great Big Story viewers watch sponsored content, which is 17% more likely than viewers of competitors. SOURCE: CNN /YouGov Research October 2018
Slide 109: Great Big Story Viewers Take Action
Great Big Story Viewers Take Action Majority of Great Big Story viewers take action after watching sponsored content which is 30% more than of viewers of competitors content. SOURCE: CNN /YouGov Research October 2018
Slide 110: Great Big Story Viewers are Actively Engaged with CNN
Great Big Story Viewers are Actively Engaged with CNN Majority of Great Big Story 65+ viewers also consume CNN 55-64 content… 45-54 and most consume it 35-44 regularly. 25-34 18-24 CNN GBS SOURCE: CNN /YouGov Research October 2018
Slide 111: Use Case 3: CNN business audience profile
USE CASE 3 PROFILE OF CNN BUSINESS AUDIENCE FOR PRODUCT DEVELOPMENT
Slide 112: Providing business leaders what they want
PROVIDING BUSINESS LEADERS WHAT THEY WANT DEEPER, BOLDER COVERAGE Business News Tech News OF GLOBAL COMPANIES & BRANDS THE WHAT & THE WHY THIS MATTERS Company Profiles Financial Tools ADVICE, TOOLS & STRATEGIES TO SUCCEED SOURCE: CNN Business/ YouGov Custom Study, Q3’18.
Slide 113: CNN Business inspires leaders to take action
CNN BUSINESS INSPIRES LEADERS TO TAKE ACTION AFTER CONSUMING CNN MONEY CONTENT, USERS ARE MORE LIKELY TO HAVE: sought more made a provided advice on career change business/career financial matters advice to family and friends SOURCE: CNN Business/ YouGov Custom Study, Q3’18.
Slide 114: Leaders take action with brands too
LEADERS TAKE ACTION WITH BRANDS TOO COMPARED TO OTHER BUSINESS NEWS SITES CNN Money consumers are more likely to take action after FIND OUT MORE ABOUT BRANDS viewing/reading content: AFTER SEEING ADS ON CNN MONEY IN D E X 1 8 4 I buy the product off-line IN D E X 1 7 9 I buy the product online IN D
Slide 115: 2019 – The year ahead
2019 – THE YEAR AHEAD EXPANDING OUR PARTNERSHIP GLOBALLY
Slide 116: Application of YouGov at CNN
APPLICATION OF YOUGOV AT CNN TINI SEVAK Vice President, Audiences & Data CNN International Commercial Twitter: @TINI_SEVAK 1 1
Slide 117: New innovations and the next growth plan
New innovations and the next growth plan 117
Slide 118: Stephan Shakespeare
Stephan Shakespeare Chief Executive Officer, YouGov 118
Slide 119: Our strategy: the best data, the best tools
Our strategy Our strategy for the next five years is defined by this 6-word mantra: “the best data, the best tools” 119
Slide 120: Strategy: the best data, the best tools
Strategy: the best data, the best tools We become a universal platform by focusing on: Activation: Enabling activation through our technology (YouGov Screen, YouGov Direct, self-service, automation, AI...) Integration: Fully integrating custom research (with heavy emphasis on tracking) and c
Slide 121: Two developments we want to share now
Two developments we want to share now 1. YouGov Direct 2. YouGov Public Data 121
Slide 122: YouGov Direct
YouGov Direct The basic structure: 1 Dashboard for Members 2 Dashboard for Clients Members manage their data Clients define required target for sharing (through surveys groups from aggregated and dashboard editing) characteristics on offer 4 Member gets 3 Client sends message / task message / task M
Slide 123: YouGov Direct progress
YouGov Direct Progress: One month trial with 1,000 panelists was very successful 4x the average click-through rate High conversions (e.g. 8% subscribing to Netflix) Second trial in Feb with 6 major advertisers participating Expected full launch within current financial year 123
Slide 124: YouGov Public Data
YouGov Public Data a destination site as the Wikipedia of opinion all of our Cube data made useful for the public ditto our analytical tools starting point: YouGov Ratings 124
Slide 125: YouGov Ratings
YouGov Ratings Entertinment Retail Mesia Lifestyle MUSIC ARTIST Beyonce nd the asth mo 57th most popular pop mus morous and Entertaining nous. Beyonce is described by Beyonce i fans as: A great performer. Talented © 98 Shoo O31: OTHER POP MUSIC ARTISTS LIKED BY BEYONCE FANS. Ca 2 ee 2) You
Slide 126: Strategic summary
Strategic summary One system for data & activation Advanced technology platform Increased public engagement Realistic ambition to be #1 The best data, the best tools 126
Slide 127: Q&A
Q&A 127
Slide 128: —You
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