1、Enhanced digital consumer targetingOptimising brand value amid evergrowing consumer choice,with TGI Global Quick View 2024 insightsTGI Global Quick View2024Discover what is driving consumer behaviour in markets around the world todayWith ever greater consumer choice when it comes to content and medi

2、a,both media owners and brands in the broader digital space need to understand how they can optimise the value of their brand at the global,the regional and the local levels through a more comprehensive understanding of consumer digital media engagement.Global consumer insights you can trustTGI Glob

3、al Quick View provides an instant understanding of how online adults are engaging with content andplatforms today across 37 key markets worldwide,revealing commercial opportunities for media owners,brands,agencies and other marketers.2Harmonised insights from over80,000respondents in37marketsAustria

4、BelgiumDenmarkFranceGermanyNetherlandsNorwayPolandItalySwitzerlandSpainSwedenUKTurkeyAustraliaEgyptChina Hong KongChina MainlandNew ZealandIndiaIndonesiaJapanMalaysiaNigeriaPhilippinesSaudi ArabiaSingaporeSouth AfricaSouth KoreaThailandChina TaiwanUnited ArabEmiratesAmericasArgentina Brazil Canada M

5、exico USAEuropeAfrica,Middle East&Asia3More efficient targeting through video streaming platformsMost of my TV watchingis done through TV channels”“Most of my TV watching ison demand,catch up oronline”123456711%12%9%20%20%8%8%8%13%11%15%16%24%26%20212024Streamed,on demand viewing increasingly popula

6、r vs linear TV viewingSource:TGI Global Quick View 2021 and 2024We asked consumers to score their linear vs.non-linear viewing on a seven-point scale.We can see here the sharp rise in those stating that most of their viewing is non-linear no doubt accelerated by pandemic lockdowns and the growing av

7、ailability of video streaming platforms.Source:TGI Global Quick View 2024Globally,83%of adults claim to use a paid video streaming service.While93%claim touse a free service.Campaign efficiency within video streaming is achieved through understanding where video streaming engagement isgreatestTypica

8、lly,in more mature,largely Western markets,significantly more timeis spent watching paid than free videostreaming.In more emerging markets the split is far more even see over.6Time spent on paid*vs free video streaming services reveals key fluctuations*For clarity and because this is how respondents

9、 were asked the questions,we are using the terms paid and free throughout this document for video streaming services,rather than industry terms like VOD,SVOD,TVOD,AVOD,BVODetc100%90%80%70%60%50%40%30%20%10%0%Split of time watching paid vs free TV/video streamingPaid streaming timeFree streaming time

10、7Source:TGI Global Quick View 2024Video subscription engagement especially strong in the AmericasWe asked consumers if they were faced with an unexpected expense,which one specific product,service or experiencethey would prioritise(e.g.holiday,outing,hobbies,clothes).Those who indicated that they wo

11、uld prioritise their online TV/videosubscription service varies by region,indicating the depth of engagement with such services.In North America consumers arealmost twice as likely as the average adult globally to prioritise their streaming services,whereas in APAC they areover50%less likely to do s

12、o.%more/less likely than average adult to prioritise spend on TV/video subscription in the event of an unexpected expense95%62%-52%8%Latin America North AmericaAPACEMEA/NordicsSource:TGI Global Quick View 20248Understanding the key criteria for selecting a video streaming service forspecific target

13、groups offers considerable opportunities for campaignoptimisation.Cost leads the top criteria when choosing a paid TV/video streaming serviceto subscribe to.However,it is far from the only prominent factorinfluencing subscription decisions.The heaviest users of paid video streaming viewing are parti

14、cularly likely compared to the average user of paid video streaming services to have specific criteria that they hold dear when choosing a service to subscribe to seeover.Paid video subscription criteria led by cost,but priorities differ by targetgroup9Paid video subscription criteria led by cost,bu

15、t priorities differ by target groupSource:TGI Global Quick View 2024Those who watch over 5 hours of paid video streaming perday%who rate this as an important criteria when choosing a videostreaming service to subscribe to top choicesContent trending on socialmediaAbility to view content offlineRecom

16、mendations from friends and family37%29%25%Paid video streaming service users%who rate this as an important criteria when choosinga video streaming service to subscribe to top choicesSubscriptioncostAudio&video qualityType of content49%44%43%10Source:TGI Global Quick View 2024Heavy paid video stream

17、ing users and affluent consumers more likely to engage with advertisingTV and video streaming providers can optimise promotion of their services by pointing to the factthat both heavy users of paid video streaming and the most affluent consumers are significantly more likely than the average paid vi

18、deo streaming user to accept and engage with advertising withina streaming service.Base:All users of paid VODservicesI would be happy with adverts on aTV/video streaming service as longas my subscription wascheaperWhilst streaming TV I search on the internet for products Isee advertisedWatch 5+hrs p

19、er day paid video streamingTop10%consumersby socio economic level(SEL)%more likely to agree than average paid video streaming service user1116%22%22%36%however,big differences in video streaming ad engagement by marketsIn more established Western markets,these differences are typically less pronounc

20、ed than in emerging markets.We can see this in the caseof Germany where the most affluent consumers are only very slightly more likely to engage with advertising on streaming services.Conversely,in India,the heaviest paid video streaming viewers and the most affluent consumers are far more likely th

21、an the average paid video streaming userglobally to engage with advertising on streaming services.Understanding where the most valuable consumers engage most with advertising is key to optimising campaign efficiency seeover.12Source:TGI Global Quick View 2024however,big differences in video streamin

22、g ad engagement by marketsBase:All users of paid VOD servicesglobally“I would be happy with adverts on a TV/video streaming service as long as my subscription was cheaper”“Whilst streaming TV I search on the internetfor products I seeadvertised”%more/less likely to agree than average paid video stre

23、aming user globallyTop 10%of consumers by socio-economic levelGermanyIndia9%39%3%52%13Understand interests of usersofpaid video streaming brandsto refine campaignsCampaigns can be further refined by understanding which topics users of particular video streamingservices are interested in and appealin

24、g to thoseinterests.The next slide shows how within Germany users of Disney+and YouTube Premium are particularly likely compared to other paid video streaming users inthat market to have a keen interest in a variety oftopics.14Source:TGI Global Quick View 2024Understand interests of users of paid vi

25、deo streaming brands to refine campaignsGermany:Topics interested in,by video streaming brand user%more likely than average German paid video streaming userBase:All users of paid video streamingservices in GermanyVideo gamesCelebrity interviews and storiesDisney+usersCinema and filmsYouTube Premium

26、usersPropertyVideo gamesOther cultural interests (e.g.theatre,plays)24%24%21%75%43%64%15Content preference differencesbymarket enable targetingopportunitiesContent providers and other brands need to understand which typesof TV and video content are particularly sought after in which parts of the wor

27、ld in order to ensure the right resource is set against demand and consumers are at less risk of becomingdisengaged.We measure engagement with almost 40different genres of TV programmes and films.Whilst overall the most popular TV genres are movies and comedy,there are considerable differences betwe

28、en regions and markets seeover.16Source:TGI Global Quick View 2024Content preference differences by market enable targeting opportunitiesLATAMNorth AmericaAPACEMEA/Nordics-18%-54%-60%144%-53%-2%20%55%-11%76%27%-13%-8%-30%1%-29%25%3%3%-20%-4%more/less likelythan average adult to want to seemoreAnimat

29、ion&cartoonsGame shows/Quizzes WeatherSoapOpera Drama MoviesNews/current affairs31%15%-11%-55%46%2%-39%In Latin America consumers are particularly likely to wish to see more soap operas on TV,whereas in North America consumers are more likely to clamour for drama and in APAC there is particular inte

30、rest in news and current affairs.TV programme genres wish to see more of17Identifying favoured TV genresonplatforms can boosttargeting opportunitiesWeve seen in the previous slide how consumers in North America are particularly likely to enjoy drama as aTV genre.Consumer targeting can be further ref

31、ined byunderstanding which specific video streaming services those who want to see more drama within certain markets in this region are especially likely to use.For example,TGI Global Quick View shows us that in the USA those who use the Showtime streaming service are particularly likely to say they

32、 want to see more drama,whereas for Disney+users the desire for more of this genre is significantly lower see over.18Source:TGI Global Quick View 2024Identifying favoured TV genres on platforms can boost targeting opportunitiesBase:All users of paid video streaming services in USAUSAConsumers who wi

33、sh to see more Drama on TV%more/less likely to use video streaming service vs average USA paid video streaming user19-20%4%3%51%ShowtimeAmazon Prime NetflixDisney+Optimising opportunities on social platformsSocial media has asignificant21impact on video streaming adoption in many marketsIn many mark

34、ets,what is trending on social media can have a profound impact on thevideo streaming services consumer subsc%ribeto.But how can key consumer audiences be identified and engaged on social platforms more widely?In the next slides we explore global opportunities for social engagement.Social media has

35、a significant impact on video streaming adoption in many marketsBase:All paid video streaming service usersglobally22Source:TGI Global Quick View 2024%of paid video streaming service users in each market who identify content trending on social media as a key factor when choosing a TV/video streaming

36、 service to subscribe to50454035302520151050Targeting where consumers aremostlikely to follow celebs orbrandBrand promotion on a platform where consumers are especially likely to engage with celebrities,influencers,brands or products can represent a particularly efficient means of reaching key targe

37、t audiences.23Targeting where consumers are most likely to follow celebs or brands%users of each social platform who use the platform for this purposeSource:TGI Global Quick View 2024Like/follow celebrities and influencersBase:Social media users2423%37%27%35%41%Like/follow brands or productsTargetin

38、g where consumers are most likely to follow celebs or brands%users of each social platform who use the platform for this purposeSource:TGI Global Quick View 2024Base:Social media users2528%36%23%30%37%TikTok and Snapchat are valuable adplatforms for reachingconsumersIt is important not to let audien

39、ce biases and assumptions impact campaigns.Some marketers may assume certain social platforms,like TikTok and Snapchat,are only useful for reaching theyoungest consumers.However,TGI shows that TikTok sees similar usage across age ranges it is by no means just the preserve of theyoung.Snapchat has a

40、younger profile but nevertheless almost two-thirds of its users are over the age of 25-see over.26TikTok and Snapchat are valuable ad platforms for reaching consumersSource:TGI Global Quick View 202416-2425-3435-4445+29%23%37%27%29%21%19%15%27%Snapchat users who are in age group%TikTok users who are

41、 in agegroupThe most affluent TikTok users are a lot more invested in brands and influencers on the platform compared to the average TikTok user,creating a key opportunity forbrands.Refine campaigns by reaching the most valuable and engaged on a platformSource:TGI Global Quick View 2024%TikTok users

42、 in SEL 1(top 10%)All TikTokusersUploading your own videosLike/follow celebrities and influencersLike/follow brands or products33%41%37%52%48%54%28However,it is important to note that consumers in different markets and different types of consumers can have verydifferent engagement with specific plat

43、forms than adults as a whole.For example,Snapchat users in India are considerably morelikely than those in the US to follow celebrities,influencers or brands on the platform seeover.29Snapchat users in India are particularly engaged with brands and influencersSource:TGI Global Quick View 2024Follow

44、brands or productsFollow celebrities and influencersUpdating photos/videos to storyIndia usersUSAusersKey differences by marketSnapchat engagement by market%who do this onSnapchat51%34%20%36%17%34%30Brands should look to leverage thesocial platforms thatfit bestDifferent brands in the same space may

45、 see varying engagement among their users with specific socialplatforms.By choosing the platforms that fitbest campaign efficiency is likely to be significantly greater.31Brands should look to leverage the social platforms that fit bestSource:TGI Global Quick View 2024SonySamsung8%1 1%5%21%18%18%17%

46、10%32Here we can see two different tech brands and how much more likely their users are to use a specific social platform.For Sony,for example,targeting via Snapchat and X/Twitter may prove particularly effective.Own anything produced by this technologybrand%more likely than the average adult32%31%F

47、acebookInstagramSnapchat Twitter TikTokWe can go a step further and see which activities Sony-owning Snapchat users are particularly likely to undertake on the platform compared to Snapchat usersgenerally.Understanding such activity priorities enables brands to fine tune campaigns around the specifi

48、c activities their users enjoy on the platform and thus optimise impact seeover.Key opportunities existwithinsocial platforms for users of a specific brand33Key opportunities exist within social platforms for users of a specific brandSource:TGI Global Quick View 202459%Reacting to newspaper/magazine

49、 articles54%Reacting to TVprogrammes44%Followingbrands orproductsSony Snapchat users%more likely than average Snapchat userActivity on Snapchat36%Following celebrities/influencers56%Reacting to radioprogrammesBase:All users of Snapchat globally34Enhanced digital consumertargetingwith TGI Global Quic

50、kViewA summaryMore efficient targeting through video streaming platformsBe aware of both consumers top reasons for choosing paid VOD services and how these vary among specific consumer targets,e.g.heaviestusers,for enhanced campaign efficiencies.Certain consumer groups may be particularly likely to

51、engage withpaid VOD services,but be aware this can vary greatly between markets.Understand which in order to optimisecampaigns.By understanding which topics most engage viewers,including the specific TV and film genres they enjoy as well as how these vary between marketsit is possible to tailor cont

52、ent to specific audiences to better engagethem.35Enhanced digital consumertargetingwith TGI Global QuickViewA summaryOptimising opportunities on social platformsTargeting consumers on social platforms who are particularly likely to like or follow celebrities,influencers,brands,or products,can amplif

53、y yourcampaigns.Do not make assumptions about the age or other characteristics of users of specific social platforms.Always check your bias by examining the relevant data.For example,TikTok users are not as young-biased as some may believe.Evaluate the valuable audiences that are particularly likely to engagewith brands or celebrities on a given social platform,to optimisecampaigns.Enhance consumer engagement by activating not only against whichsocial platforms fit best with users of a given brand,but also the activities those brand users undertake on that platform.36Find out more!