WELCOME TO THE
EVOLUTION OF VIDEO
COMMUNITY
CENTRIS
M A R K E T I N G
S C I E N C E
THE EVOLUTION OF VIDEO COMMUNITY: INTRODUCTION
OVERVIEW
•
Since 2010, Centris has fielded an ABS-driven survey known as the Evolution of Video. The survey reports on consumer
trends as they relate to OTT, pay-TV, broadband, wireless use, etc.
•
The Evolution of Video Survey draws from 30,000 respondents each quarter and can be used for predictive models and
consumer trends.
•
In 2013, Centris began development of The Evolution of Video Community (EOVC) is a multi-modal, nationwide research
initiative designed to examine shifting consumer behaviors related to video, wireless, and broadband service.
•
In addition to the survey, the components include:
–
A survey panel of more than 1,200 prequalified respondents
–
Proprietary, multi-modal, in-home passive data collection software installed on phones, tablets, computers, etc.
–
Multi-platform Facebook survey tool
–
Bill submission: Community members submit their voice, video, and data bills
–
Integration and overlays with other Centris data sources
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THE EVOLUTION OF VIDEO COMMUNITY: INTRODUCTION
APPROACH
•
The EOVC combines multiple methodologies to collect from a panel of hundreds of US households
– Participants receive software to download on their household devices (laptop, iOS, Android, etc.)
– Centris also delivers a branded router companion
– Incentives vary by level of participation
KEY OUTPUT
•
Device inventory of the home and detailed usage patterns (clickstream behavior, video viewing, etc.) that takes place on
the home network and out-of-home on devices that carry the software
•
EOVC draws all behavior, with the exception of transaction behavior, but including ad interaction and ad avoidance
•
Centris works with major US universities for refined research
PRIVACY
•
No personal or identifiable information is collected
•
CASRO code of ethics observed
•
Centris uses multiple, secure data storage solutions to guard against hacking or data theft
•
Data discarded monthly
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ANALYSIS & REPORTING:
DIFFERENT APPROACHES TO COLLECTION
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CENTRAL PROXY
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EXAMPLE OF DATA WITH HIGHLIGHTED IP & SITE VISIT
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EXAMPLE OF DATA WITH IP & SITE VISIT
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PATHWAY CASE STUDY
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INTRODUCTION TO EVOLUTION OF VIDEO COMMUNITY
EOVC DATA COLLECTION
•
•
EOVC tracks user online behavior across time, geography, websites, platforms and devices
Users provide demographic and device information in surveys, then install software and hardware that collect their
online activity
BENEFITS OF EOVC ANALYSIS
Popularity measure of entertainment websites and content
– Score popularity of TV and video content, as well as implications for piracy and revenue
– Popularity drives advertising and targeting decisions
User demographics
User assessment of
Internet habits
Clickstream activity
Device information
Time & geography
Pathway ordering
Pathway branching
Pathway folding
Pathway composition
Pathway variables
Metrics of popularity on
specific platforms
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ACTION
•
ANALYSIS
Rich data on browsing pathways
– Multi-branch pathways with device and demographic information
– Pathway analysis makes possible real-time PREDICTION of future clicks and advertising segmentation
INPUT
•
Habit recognition
Prediction of video
streaming
Prediction of ad clicking
Segmentation by device
OTT-focused analysis
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USER 1 : MALE – JULY 7 2014
Ads
SOCIAL MEDIA
TWITTER
MSN
FOX SPORTS
NBA ARTICLES
SEARCHES
BING SEARCH
CAREER
MONSTER
CAREER ADVICE
CAREER
INTERVIEW,
PENGUIN Q&As
PROFESSIONAL
PC WORLD
ARTICLE
SEARCHES
GOOGLE SEARCH
FOOD
EHOW:
HOW TO GRILL
CHICKEN
Ads
FOOD
Seagrasecapes.
com/flavors
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USER 2: MALE – JULY 2 2014
RETAIL
AMAZON
SOCIAL MEDIA
FACEBOOK
NEWS
YAHOO INSIDER
Ads
SPORTS
SPORTS YAHOO,
BLOGS
SPORTS
SPORTS YAHOO,
VIDEO
SPORTS
SPORTS YAHOO,
BLOGS
Ads
RETAIL
COUPONS
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NEWS
TWC CENTRAL
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USER 3: FEMALE – JULY 7, 2014
GAMES
ZYNGA
PROFESSIONAL
Media.admob.com
SPORTS
MSN,
FOX SPORTS,
NBA ARTICLE
Ads
FOOD
KFC.FILLUPS
LOTTERY
Illinoislottery.com
SEARCHES
GOOGLE
EMAIL
GMAIL
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USER 4; FEMALE - AGE 25-34 - HH SIZE=2 - AUGUST 1 2014
SOCIAL
MEDIA
Pinterest
GROUPON
Pizza Deal
COMCAST
xfinitytv.comcast
live/networksee
COMCAST
xfinitytv.comcast
Homepage
Conversion
COMCAST
xfinitytv.comcast
Homepage
CALENDAR
calendar.comcast
COMCAST
xfinitytv.comcast
“Naked and Afraid”
Episode
COMCAST
xfinitytv.comcast
Homepage
COMCAST
xfinitytv.comcast
Homepage
COMCAST
xfinitytv.comcast“Pr
etty Little Liars”
Episode
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COMCAST
xfinity.comcast.net/
?cid=topnav_xfinity
COMCAST
xfinitytv.comcast
“Bassem Youssef
Drones Over America
Cajun Ketchup” Video
COMCAST
xfinitytv.comcast
Homepage
COMCAST
xfinitytv.comcast
“20-20” Episode
COMCAST
xfinitytv.comcast
Homepage
COMCAST
xfinitytv.comcast
“60 Minutes”
Episode
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USER ANALYSES
USER 1
DEVICES
HEAVY USER
iPhone

FREQUENT USER
iPad

Laptop

MODERATE USER
LOW USER
MODERATE USER
LOW USER
USER 2
DEVICES
HEAVY USER
FREQUENT USER
iPhone
iPad
laptop



Blu-ray

DVR

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CASE STUDY: PATHWAY INCLUDING CLICKS ON MTV
1
User simultaneously streaming
video and browsing social
media converges on MTV.
Media Directory
TVGuide.com
12:23 AM
Media Content
CBS.com
12:23 AM
Media Content
MTV.com
12:19 AM
Social Media –
Professional
LinkedIn.com
12:10 AM
Social Media
Facebook.com
12:18 AM
Link to MTV.com
Article: Robin
William’s death
Video Streaming
Hulu.com
12:24 AM
Media Content
SonyPictures.com
12:19 AM
Video Streaming
YouTube.com
12:24 AM
Media Content
MTV.com
12:36 AM
Social Media
Facebook.com
12:37 AM
Encyclopedia
Wikipedia.org
12:42 AM
Video Streaming
GoogleVideo.com
12:05 AM
Video Streaming
YouTube.com
12:14 AM
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Media Database
IMDB.com
12:42 AM
E-Commerce
Amazon.com
12:43 AM
2
After browsing/streaming MTV content,
user moves to information sites that lead
to shopping on Amazon.
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CASE STUDY: DEMOGRAPHICS & PATHWAY STUDY
USER DEMOGRAPHICS
•
Gender: Male
•
Location: Bay City, Texas
•
Age Group: 25-34
•
Living Situation: Single
•
Race: Caucasian
•
Devices Owned:
– Android Smartphone
– Desktop Computer
– Roku
•
Time on Video Streaming: 20 hours/week
•
History of Video Streaming: Constant Levels
10:20PM
• ONLINE SEARCH
10:22PM
• SOCIAL MEDIA
• FACEBOOK
10:27PM
• ONLINE DATING
10:45PM
• SURVEY PANEL
11:08PM
• JOB SEARCH
12:05AM
• VIDEO STREAMING
12:18AM
• FACEBOOK WITH MTV
CONTENT
12:19AM
• MTV & OTHER MEDIA
CONTENT
12:43AM
• SHOPPING
BROWSING SESSION INFORMATION
•
Timeline: 8/17/14 10:20PM – 8/18/14 1:03AM
•
Devices: Desktop Computer with Windows OS
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USER ANALYSES
PERCENT OF TOTAL USERS THAT
VIEW SPORTS
WEBSITES USED TO WATCH SPORTS
18%
28%
View Sports
Don't View
Sports
82%
SPORTS VIEWER GENDER
SPORTS VIEWER AGE RANGE
31%
Female
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msn.fox
72%
33%
67%
yahoo
Male
25-34
69%
35-44
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COLLECTION, STORAGE & MAINTENANCE
•
Data is captured through multiple sources and delivered to a combination of secure cloud and Centris servers
– No PII is captured
•
One household generates gigabytes of data in one day, so storage and data cleansing is a major factor in this effort
– Centris has developed a proprietary filtering and scrubbing algorithm to capture and refine data for analysis
•
Centris stores the data in a combination of secure, internal servers and cloud solutions
– Raw historical data is collapsed for long term storage
•
Centris can pull daily, weekly or monthly reports, minimizing needs for large storage and ensuring security
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CONTACTS
PLEASE FEEL FREE TO CONTACT US WITH ANY QUESTIONS!
PHONE: 610.994.8310
EMAIL: [email protected]
WEB: www.centris.com
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