Audience data
What is audience data?
Audience data is basically when a company or organisation take data to see how many people watch or turn to a programme. It is a measure of the demographic profiles and household data of the national audience for a television network at certain intervals when something is aired. Audience data could be used as feedback on whether an advertiser is reaching out to the intended audience in the right way.
A media example could be the company “BARB”.
It provides the television audience a measurement service on its behalf and is responsible for providing estimates of the number of people watching a television channel or program. This includes which channels and programmers are being watched, when they are watched and the type of people who are viewing at any one time.
Good Points of audience data
· It creates new categories for advertisers based on the new data they collect.
· It gives advertisers insight into what is happening now rather than two weeks or even months ago.
· For publishers, having these kinds of details means a bigger premium on advertising and better chance to connect consumers with relevant advertisers. I had the chance to chat with Klotz about the new offering.
Bad Points of audience data
· It can be seen as unreliable as, people may be flicking through the channels rather than staying on one channel.
· Also can be unreliable as a person may watch an episode of a program one week, and the next week they may miss it or not want to watch it.
Audience Profiling.
What is audience profiling?
An audience profile is designed to tell you what kind of audience you have interested and watching a programme or listening to a radio station. For example an age group could be 18-39 year old audience for a particular TV programme. An advertiser could be interested in a certain type of audience, such as older women or children.
So this is a good way for the advertisers to see if how they are presenting a programme the right way for the audience, so this is desirable for advertisers. It shows what percentages of the audience earn various levels of income, the amount of time spent on vacation, and similar information An audience profile also helps an advertiser target its ads better. It should not be confused with audience composition, which measures age and gender in an audience.
A media example of this could be the company “BARB”. Again like the previous point, as because they let advertisers and companies know how many people watch the program they provide, they can also tell the advertisers the types of people that are watching the program also. They represent the viewing behavior of about 26 million TV households within the UK.
Good points of audience profiling.
It will be useful to advertisers for similar reasons as the previous point.
· As they will be able to know if the right target audience find their product interesting, and if they don’t with this information they can change how they advertise it.
· If their product is for example a drama or soap, it can show them what kind of audience was into the episode by the type of people who watched it, and if that wasn’t how they wanted it they can change it.
· It creates new categories for advertisers based on the new data they collect
· It gives advertisers insight into what is happening now rather than two weeks or even months ago.
Bad points of audience profiling.
The same bad point for this is basically the same as the previous point.
· It can be seen as unreliable as, people may be flicking through the channels rather than staying on one channel.
· Also can be unreliable as a person may watch an episode of a program one week, and the next week they may miss it or not want to watch it.
Consumer Behaviour
Consumer behaviour refers to how, where or why a person chooses to buy a product or service or not to buy that product. It’s a study of people and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. These behaviours can be influenced by geography, belief system or financial condition.
A media example of this is you could say is the “BBFC” do to they analyse, films, programs adverts, etc to see if it’s got any harmful material, and to rate it so the public know what to expect when they watch it. They have the right to censor and cut out material in a film or programme if it’s not in their belief system.
Good points of consumer behaviour
· It proves value and customer satisfaction
· It effectively targets customers
· It enhances the value of a company that provides a product
· It improves products and services provided seems as you get feedback form people and their opinions.
· It helps the company or service understand how customers feel about their product
· It expands the advertiser and companies knowledge in marketing
· Helps to add to creating marketing strategies at a positive effect if they have the public’s opinion.
Bad points of consumer behaviour
· You would have to constantly do more surveys to find out if the company or service used the feedback given in the right way and if it was effective
· Also would have to do more surveys to see if people’s opinions have changed, due to the source being unreliable as it is an opinion as is it qualitative and may not be a reliable source to use over time.
· If there was constantly bad feedback, would have to fork out money creating new ideas and strategies to get positive feedback.
· If surveys were completed about the value and satisfaction for a service or product and it was all negative, would make the company look bad
Advertising Placement
What is advertising placement?
It is a form of advertising in that is sometimes used within a drama production with large audiences, but is mostly used by companies to subtly promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media. It is presented in way that will generate positive feelings towards the advertised brand and are implemented, mentioned, or discussed through the program. This enables the audience to develop a stronger connection with the brand and provides justification for their purchase decision. A company will often pay a fee to have their product used, displayed, or significantly featured in a movie or show. For example, “PEPSI” could pay a given fee to have the title character drinking a Pepsi, instead of a Coke beverage, or “FORD” might pay to have one of the characters drive their newest automobile in their movie. Through product placement, companies hope that moviegoers will take notice of the products used by the characters, and therefore think more strongly about using the products themselves.
A media example of this is if I had a product I wished to promote, but not just by an advert on TV, I could pay a production company to use my product in a film or programme, so the audience see my product and subconsciously want to buy it.
Good points of consumer behaviour
· It is a good way to get a new product across to an audience.
· You could broadcast your product on all different channels and films, not just one.
· You can get money off of movies, productions and TV programmes if they want to have your product in their production.
· You can present your product any way you want to.
· It will get people to know your product and will get more of an idea of what it is like and if they want it or not.
Bad points of consumer behaviour
· To advertise something, generally you would have to pay and it would cost a fair bit of money.
· If it was an advert, people may switch off the programme in the advertisements to wait for their program to come back on.
Product Reach
What is product reach?
In consumer marketing 'Product Reach' has to do with the Distribution of the product. One of the four 'Ps' of Marketing Mix. The more effective the distribution the more is your product reaches to the customers at different stores and places and town and villages. For example, if you ask the target audience for "Desperate Housewives", which are mostly females, if they watch it and most of them say they don’t like it that means that the programme is not reaching the correct target audience.
A media example of product reach could be soap for example “Emmerdale”. The people who wanted to promote Emmerdale, would put it in TV magazines, or advertise it on TV, they wouldn’t put it in a film review magazine such as “Empire” or a magazine for tools or animal care due to its for TV only and the target audience would be for those who watch TV not film.
Good points of product reach:
· It is a good way to get a new product across to an audience.
· If it was a program knowing your target audience could make it easier to promote your target audience, if it’s something that more for a specific target audience.
· You could broadcast your product on all different channels and films, not just one.
· You can get money off of movies, productions and TV programmes if they want to have your product in their production.
· You can present your product any way you want to.
· It will get people to know your product and will get more of an idea of what it is like and if they want it or not.
Bad points of product reach:
· To advertise something, generally you would have to pay and it would cost a fair bit of money.
· Sometimes your ideas don’t go to your chosen target audience
· You could waste money on a product that doesn’t interest any type of target audience.
· If it was an advert, people may switch off the programme in the advertisements to wait for their program to come back on.
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