Niq Global Intelligence Plc · NYSE:NIQ
Niq Global Intelligence — GfK — GfK Digital Webinar (September 2016)
36 slides from Niq Global Intelligence's conference presentation, Sep 8, 2016
Slide 1: Online Cross Device Usage – Best Practice Insights for Travel, Finance & Energy
Online Cross Device Usage – Best Practice Insights for Travel, Finance & Energy GfK Digital Webinar – 8 September 2016 Referenten: Melanie Kühler | Erk Maassen © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel 1
Slide 2: What you can expect …
What you can expect … … our insight parkour for the next 45 minutes 2. Cross-Device User Growth? 1. Mobile First? 4. Programmatic: 5. Summary what else? & Q&A 3. Apps for Gaming & Chatting only? © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance &
Slide 3: Mobile First?
Mobile First? © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel 3
Slide 4: “Mobile First”, always and everywhere?
“Mobile First”, always and everywhere? Targeting “Mobile 1st” website design Mobile Advertising Touchpoint integration Apps supporting selling | marketing your products & Easy mobile services Shopping Convenient mobile Payment © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practic
Slide 5: Understanding online behavior via website classification
Understanding online behavior via website classification To provide meaningful insights into online usage behavior, GfK developed proprietary website taxonomy. All relevant websites are classified for three dimensions User Activity Online Content Business Context Classification based on Classificati
Slide 6: Relevance of Mobile depends by User Activity
Relevance of Mobile depends by User Activity 44 55 558 Minutes per month Minutes per month Minutes per month Online Usage Total (in minutes) 82% 46% 21% % mobile* usage share as of total Money Management Price / Product comparison Gaming / Gambling online usage Mobile 1st? Mobile 1st? Mobile 1st? No
Slide 7: Relevance of Mobile depends on User Activity
Relevance of Mobile depends on User Activity 89% 82% 61% 62% 53% 43% 43% 43% 46% 46% 30% 21% % mobile* usage share as of total online usage Mobile 1st? Mobile 1st? Mobile 1st? Not Really Probably Must Have * Tablet & Smartphone Source: GfK Crossmedia Visualizer | Time Frame: May 2016 | Target Audien
Slide 8: Relevance of Mobile depends on Online Content
Relevance of Mobile depends on Online Content 83% 77% 65% 51% 54% 44% 37% 38% 39% 40% 35% 20% 22% 24% 24% 20% 14% 16% % mobile* usage share as of total online usage Mobile 1st? Mobile 1st? Mobile1st? Not Really Probably Must Have * Tablet & Smartphone Source: GfK Crossmedia Visualizer | Time Frame:
Slide 9: Target group potential needs to inform mobile 1st prioritization
Also, target group potential needs to inform mobile 1st prioritization Males, Males, Females, Females, Example Finance aged 50 plus aged 20 to 49 aged 50 plus aged 20 to 49 Unique User 7.8 Mio. User 12.7 Mio. User 6.5 Mio. User 12 Mio. User Monthly Duration per User 98 Minutes per User 80 Minutes pe
Slide 10: Cross-Device User Growth?
Cross-Device User Growth? © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel 10
Slide 11: Digital assets provide exciting opportunities for service providers and manufacturers
Digital assets provide exciting opportunities for service providers and manufacturers! Inform Win new customers and drive Penetration Engage Optimize by device Promote Retain existing customers Sell © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finan
Slide 12: User opportunity by business context
User opportunity by business context New Buyer Engagement Opportunity! Opportunity! Monthly Unique User (in Mio.) Frequency of Usage (usage days) 1 Day 2 Days 3-5 Days > 6 Days Weather 32 20% 13% 21% 46% Travel 26 33% 20% 24% 23% Lifestyle | Hobbies 36 24% 16% 24% 36% Finance 41 16% 11% 22% 52% Sour
Slide 13: Mobile devices significantly increase user reach!
Mobile devices significantly increase user reach! Travel Finance Lifestyle | Hobbies 9,1 Mio. 35 %. 6.2 Mio. 15 %. 14.8 Mio. 42%. incremental user via incremental user via incremental user via mobile mobile mobile 1,6 0,8 3,8 2,0 3,1 0,7 13,5 2,7 9,7 5,7 41,5 8,7 35,6 4,8 26,1 21,7 12,1 12,1 Desktop
Slide 14: Best Practice Example - Travel
Best Practice Example - Travel Best in Class – Deutsche Bahn Benchmark: Ø of top 2 to 6 ranked (by net reach) travel provider* 31 %. 36 %. 3 Mio. incremental user via 1.4 Mio. mobile incremental user via mobile 1,4 1,5 0,5 0,6 9,7 0,8 0,1 6,2 3,9 2,3 Desktop Only Desktop + Mobile Smartphone Only Tab
Slide 15: Best Practice Example - Finance
Best Practice Example - Finance Best in Class - PayPal Benchmark: Ø of top 2 to 6 ranked (by net reach) financial services* 2.3 Mio. 14 %. 33 %. incremental user via mobile 0,8 1.4 Mio. 1,4 incremental user via 1,0 mobile 16,8 13,6 0,4 0,1 0,9 4,2 2,7 Desktop Only Desktop + Mobile Smartphone Only Ta
Slide 16: Best Practice Example - Grocery
Best Practice Example - Grocery Best in Class - Lidl Benchmark: Ø of top 2 to 6 ranked (by net reach) grocery retailer* 4.1 Mio. 41 %. 33 %. incremental user via mobile 1.3 Mio. incremental user via mobile 1,4 2,7 0,6 0,5 10,2 0,8 0,1 4,1 5,4 2,6 Desktop Only Desktop + Mobile Smartphone Only Tablet
Slide 17: Best Practice Example - Travel
Best Practice Example - Travel % of incremental mobile user of total user 100 %. 31 %. 42 %. 39 %. 30 %. Smartphone & Tablet Tablet Only 5.3 Mio UU 3.0 Mio UU 2.7 Mio UU 1.7 Mio UU 0.6 Mio UU Smartphone Only Desktop only + Desktop & Mobile Deutsche Bahn Navigator Deutsche Bahn Booking.com Tripadviso
Slide 18: Best Practice Example - Finance
Best Practice Example - Finance % of incremental mobile user of total user 65 %. 14 %. 73 %. 21 %. 9%. Smartphone & Tablet Tablet Only 4.9 Mio UU 2.3 Mio UU 1.1 Mio UU 0.6 Mio UU 0.6 Mio UU Smartphone Only Desktop only + Desktop & Mobile Sparkasse PayPal 1822direkt Comdirect Postbank Unique Monthly
Slide 19: Mobile applications not just about incremental reach!
Mobile applications not just about incremental reach! But also about reaching different groups of consumers! © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel 19
Slide 20: Devices do attract significantly different consumer groups!
Devices do attract significantly different consumer groups! Example of different consumer profiles by device for: (= 100) (= 100) 123 106 128 131 Demographics 125 106 146 126 116 Lifestyles (Roper Consumer Styles) 152 Media Viewing Behavior Index > 100 Index < 100 Source: GfK Crossmedia Visualizer |
Slide 21: Apps for Gaming and Chatting only?
Apps for Gaming and Chatting only? © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel 21
Slide 22: Reach without quality = wasted marketing investments
Reach without quality = wasted marketing investments New User New User © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel 22
Slide 23: Significant performance differences on User Quality!
Significant performance differences on User Quality! Monthly Bouncer Monthly Recurrent Monthly 6+ Days Monthly Duration Share User Share User Share per User (minutes) DB, BlaBlaCar, DB Navigator, Travelzoo, DB Navigator, DB, BlaBlaCar, Airbnb, Trivago, Fluege, T-Online Reisen, DB, Urlaubspiraten, Bl
Slide 24: Significant performance differences on User Quality!
Significant performance differences on User Quality! Monthly Bouncer Monthly Recurrent Monthly 6+ Days Monthly Duration Share User Share User Share per User (minutes) Sparda-Bank, Dkb, Sparda-Bank, 1822direkt, Sparkasse Finanzstatus, Deutsche Bank, SOFORT, Deutsche Sparkasse Finanzstatus, 1822direkt
Slide 25: Apps can be tremendously successful in increasing user engagement!
Apps can be tremendously successful in increasing user engagement! © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel Source: http://openscience.com/ 25
Slide 26: Apps are already fully learned and adopted in user activities
Apps are already fully learned and adopted in user activities such as … 1. Communication 2. Gaming | Gambling 3. Social Networking 48 Mio. monthly 41 Mio. monthly 46 Mio. monthly Unique User Unique User Unique User of these 41 32 28 … Mio. people do use an App % App usage share as 88 %. 81 %. 40 %.
Slide 27: In Travel, apps do significantly increase user engagement
In Travel, apps do significantly increase user engagement for for Finance Travel Monthly unique user Monthly Duration per User Monthly unique user Monthly Duration per User (in Mio.) (in minutes) (in Mio.) (in minutes) Across all Devices 41 Mio. 69 46 Mio. 145 Desktop 35.3 Mio. 61 30.7 Mio. 46 Smart
Slide 28: Programmatic: what else?
Programmatic: what else? © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel 28
Slide 29: From insights to strategic media planning
From insights to strategic media planning 200 Younger Net Reach Index Women <= 49 years 180 Familie.de Urbia Pinterest 160 Gofeminin 140 Brigitte Helpster Instagram 120 Facebook Bunte Web.de 100 Bild.de Spiegel Online CHIP Tumblr 80 Twitter T-Online ComputerBild Heise 60 Older Kicker 60 80 100 120 1
Slide 30: Strategic media planning needs to align with advertising format
Importantly, strategic media planning need to align with advertising format! Total reach across all Websites | Apps* 7.2 Mio. Unique User * familie.de, Pinterest, Urbia, Gofeminin, Bunte, Brigitte Women <= 49 Years Unique User in Mio. Duration as % of total Desktop 3,6 Desktop 29% Smartphone 3,8 Sma
Slide 31: Summary & Q&A
Summary & Q&A © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel 31
Slide 32: Summary
Summary 1 Mobile First: depends on business area & on target groups Digital assets provide exciting opportunities for retailers and 2 manufacturers and service providers Mobile applications not just about incremental reach! 3 But also about reaching different groups of consumers! 4 Apps can be treme
Slide 33: Where the information is coming from – GfK Crossmedia Visualizer
Where the information is coming from – GfK Crossmedia Visualizer Rich cross device insights for your business needs – at your finger print Unique data foundation Easy insights Passive metered, behavioral data. For all devices. Web-based tool which gives easy to access data and to use dashboard repor
Slide 34: How can I use cross-media insights?
How can I use cross-media insights? Understand your target groups better Evaluate cooperation partners regarding their relevance for specific audiences Conduct what’s relevant content for your target Check relevance and visitor profiles of e- groups commerce sites Work out together with your media a
Slide 35: Ihre Ansprechpartner
Ihre Ansprechpartner Erk Maassen Melanie Kühler Senior Director, GXL Solutions, GfK Senior Consultant, Media Insights, GfK +49 40 5561 5927 +49 911 395 2748 Erk.Maassen@gfk.com Melanie.Kuehler@gfk.com © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Fin
Slide 36: Vielen Dank für Ihre Aufmerksamkeit
Vielen Dank für Ihre Aufmerksamkeit © GfK September 8, 2016 | Webinar Online Cross Device Usage: Best Practice Insights for Energy, Finance & Travel 36