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The ultimateincremental reach generatorto broadcast TVNZ’s largest BVOD platformOnDemandSource: Nielsen CMI (Q3 19 - Q2 20)
TVNZ OnDemand is the most effective onlinevideo advertising platform in New Zealand.Quality advertising platform Trusted, curated, quality contentNon-skippable advertsHigh completionrate and viewabilityViewability: TVNZ OD desktop video a vg based on Moat APAC & IAS global benchmarks,Google ActiveView 17 Aus benchmark. 97% completion rate DFP – last 6 mths TVNZ OD video.New Zealand’sultimate incrementalreach generator tobroadcast TV776KAged 13 registeredaccounts use TVNZOnDemand each monthSource: Google Analytics, AP, excl. Freeview, Jan to Jun 2020. 2020 TVNZ
Mass marketing requires reach, andbroadcast TV is still the biggestreach generator.So how do we maximise incrementalreach in mass marketing? 2020 TVNZ
Building optimal reachdepends upon the combinationsof media platform used. 2020 TVNZ
Combinations of media channels can deliversignificantly greater amplification of youradvertising message. 14%Average impact on KPIof high exposure toone channelSource: TVNZ AdEffect Case Study Series Summary. Control group (low exposure) 100. 40%Average impact on KPIof high exposure tomultiple channels 2020 TVNZ
TVNZ OnDemand is themost powerful way togain incremental reachto broadcast TV in NZ’scluttered digital landscape.In the digital world there are now: Many more platforms Many ways to use Free vs paid Skippable vs unskippable advertising 2020 TVNZ
Analysing data from 10 studies conducted over the past 5 years,we’ve got solid evidence that proves how effective TVNZ OnDemand is,especially when combined with broadcast TV.The studies covered a range of sectors with rigorousindependent analysis of various media combinations. RetailFMCG new product launchAutomotiveBankingTelcoQSRNot BeersiesFMCGConsumer ElectronicsFinancial ServicesBroadcast TVOnline VideoDigital DisplayRadioPrintPressOOHSocial Media 2020 TVNZ
The analysis showed that the impactof BVOD across the campaigns grewsignificantly compared with otherchannels.Jul 2015Consumer electronicsAutomotiveFinancial servicesQSRFMCG new product launchRetailTelecommunicationsSME financeShare of campaign recallDec 201965%53%49%44%35%37%32% 32%26%19%19%14%6%3%Broadcast TV3%3%15%13%13% %12% 10%NIOOHRadioDisplayNotes: FMCG excluded due to a limited number of key media channels used 2020 TVNZ
As TVNZ OnDemand weekly reachhas grown, so has its ability todeliver more incremental reachto a campaign.Jul 2015Consumer electronicsAutomotiveFinancial servicesQSRFMCGFMCG new product launchRetailTelecommunicationsSME financeMarginal reach in awarenessDec 2019(% recall online video channel and do not recall TV)14%11%8%6%5%1% 1% 1% 2% 1%BVOD2%3%2%1% 2% 1% 2%YouTubeNI1% 2%0%1% 1%3%3%NIFacebookNotes: FMCG excluded due to a limited number of key media channels used 2020 TVNZ
BVOD works far harder than YouTube, giving moreawareness from fewer impressions.BVOD vs YouTube share of awareness and share of impressionsBVODYouTube41%59%Share of impressions58%42%Share of awarenessNotes: Includes Consumer electronics, Automotive, QSR, FMCG, FMCG new product launch,Telecommunications, SME Finance.FMCG excluded due to no YouTube usage.Financial services excluded as insufficient detail to breakdown video vs display YouTube impressions.Facebook not included as insufficient detail to breakdown video vs display impressions. 2020 TVNZ
BVOD extends the reach of Broadcast TVacross ALL demos and proves to beextremely valuable in getting thoseso-called ‘hard-to-reach’ youth audiences.TV only TV and BVODTotal video awareness by channel 950-59Notes: Includes FMCG new product launch, Retail, Telecommunications, SME Financeto align with the step change in BVOD’s marginal reach. 2020 TVNZ
TVNZ OnDemand is the largest BVOD player in the marketwith over 15 million streams per 000,000Source 1: Nielsen CMI (Q3 19 - Q2 20)Source 2: Google Analytics, AP, excl. Freeview, Jun 2019 to 20Feb2020Mar2020Apr2020May2020Jun2020Jun2019-Total monthly streams2 2020 TVNZ
21%And has achievedgrowth inaverage monthly reach year on age monthly reachSource: Google Analytics, AP, excl. Freeview, Jun 2019 - Jun 2020 2020 TVNZ
Build reach faster by adding TVNZ OnDemandto a Free-to-Air schedule.OnlyFTA:41%Source: TVNZ/Kantar Market Tracker, AP15-60, Jul19-Jun20, Watched Yesterday Usage of Platforms.Watchedboth:13%OnlyVoD:5% 2020 TVNZ
The ultimategenerator of incrementalreach to broadcast TVNZ’s largest BVOD platformOnDemandSource: Nielsen CMI (Q3 19 - Q2 20)
rate and viewability 776K Trusted, curated, quality content Non-skippable adverts New Zealand's ultimate incremental reach generator to broadcast TV 2020 TVNZ Viewability: TVNZ OD desktop video avg based on Moat APAC & IAS global benchmarks, Google ActiveView 17 Aus benchmark. 97% completion rate DFP - last 6 mths TVNZ OD video.
