INTEGRATED REPORT FOR

CHICILON MEDIA EFFECTIVENESS

SUPERMARKET & CONVENIENCE STORE (LCD)
OFFICE & APARTMENT BUIDING (LCD & FRAMES)

Prepared for

January 2015
Business Overview & Research Objectives

Nielsen Solution

Supermarket & Convenience Store

Office Building & Apartment

Conclusion
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

BUSINESS SITUATION

• Chicilon Media, with its focus based on an audience - centric

approach, is committed being the premier provider of out-of-
home advertising through LED television and in-elevator poster
frame in Vietnam.

• It is found that the ad campaigns which run on Chicilon Media

channles yield an excellent media effects comparing to other
media types. Particularly, the combination of Chicilon Media
channels and traditional channels would likely get a better reach
to consumers, and thus increase the effectiveness.

• Chicilon Media would like to evaluate and demonstrate the

findings above through following report of effectinvess
comparision among different types of media, especially traditional
ones; and how they impact consumers’ perspectives and
behaviors.

3
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

RESEARCH OBJECTIVES
Business Needs Research objectives
• To evaluate the effectiveness of advertising
campaigns in term of reach to consumers via:
• TV, Newspaper, OOH channels
separately
• Chicilon network + other channels
combined
To continue
strengthening the • To understand further impact of the ad
towards consumers in term of their message
leadership as being take-out and purchase intent
the largest OOH
media in Vietnam • To obtain consumers’ profile

To win over key competitors by offering

more effective solutions that help
clients grow business and reach more
consumers
4
 RESEARCH DESIGN
Research Topic Research Aspects

To evaluate advertising interaction by

each channel

To understand effectiveness of
ads through Poster Frames and To identify advertising impact by each
LCD in Office & Apartment channel towards consumers’ purchase
Buildings behaviors
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

To compare effectiveness of each

channel with their direct competitors*

*Note: The comparision is contextual, meaning each channel’s media effectiveness is measured and should be
viewed in their own context of targeted audience.

5
 DATA ACQUISITION METHOD

 Total of 1034 people exiting Office

building/Apartments, were asked if they
recognize any advertisements from Poster
2. To understand effectiveness frame/ LCD inside the buldings.
of ads through LCD / Poster
 Among these, a sample size of 550 who recalled
Frame ads in Office &
exactly the brands/products became main
Apartment Buildings respondents of the survey*
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

*Note: there are other screening criteria such as frequency of visiting the store, period of staying in the building,
within age group of 18-55 and so on. 6
Business Objectives & Research Objectives

Nielsen Findings

Supermarket & Convenience Store

Office & Apartment Buildings

Versus Print Ads / Online / Billboard

Chicilon audience’s profile and behavior

Conclusion
 POSTER FRAME REACH OFFICE BUILDING &
APARTMENT

AMONG 1,034 PEOPLE NIELSEN CONTACTED

59% 27%
COVERAGE 607 280 COVERAGE
Building residents/ officers HAVE Building residents/ officers HAVE SEEN
SEEN ADS from POSTER FRAME ADS from PRINTS & ONLINE

91% 550 65 23%

Building residents/ office workers Building residents/ office workers
reach RECALL EXACTLY advertised reach
RECALL EXACTLY advertised
products/brands products/brands
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

Seen average
2 – 2.5 POSTER REACH: is percentage
FRAMES
of those who can recall
the brand/products in
Chicilon poster frame not only can approach higher no. of audiences the ads based on those
(coverage) but also shows the content recall better (reach) than who have seen those
prints & online advertisement
Q18. Which ads do you think you have seen on newspaper/magazine/online?/ from the POSTER FRAME in elevator?
Q17. Please tell me which brands/advertising are being shown on POSTER FRAME screen that you just saw in elevator?
Base: All people approached (n=1,034) Q16. Please tell me how many PRINT ADS in elevator that you have seen/ aware of? 8
 COMPARISON BETWEEN NEWSPAPER/MGAZINE VS. CHICILON MEDIA

Newspaper/Magazine CHICILON BUILDING

Thanh Cam Nang
Tuoi tre TTGĐ LCD FRAMES
Nien Mua Sam

Have seen ads

(COVERAGE)
27% 59% 59%
Brand
Recognition/Recall 23% 92% 91%
(REACH)
Age : 63% 31- 50 y.o Age: 96% 18 – 47 years old
Education: 45% college & above Education: 86% Bachelor & above
Profile of REACH
Household Income : 90% class ABC Household income:98% Class AB
Household Expense: 57% class B Household expense: 98% Class ABC
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

Newspapers/ magazine viewers also show a mass profile with diversified education,
but reflects a lower reach.
Chicilon ads on the other hands seem to reach a higher profile audience with higher
reach.

Base: All people approached (n=1,034) Q14 / Q15, Q17 9

 COMPARISON BETWEEN ONLINE VS. CHICILON MEDIA

CHICILON BUILDING
ONLINE
LCD FRAMES

Have seen ads 27% 59% 59%

Brand
Recognition/Recall 23% 92% 91%
(REACH)
Age : 80% 24 – 50 y.o Age: 94% 18 – 47 years old
Education: 35% Bachelor Education: 86% Bachelor & above
Profile of REACH
Household Income : 87% ABC, 59% B Household income:98% Class AB
Household expense: 86% BCD Household expense: 98% Class ABC
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

Findings have indicated that coverage and reach of online are significantly lower
compared to Chicilon media

Base: All people approached (n=1,034) Q14 / Q15, Q17 10

 COMPARISON BETWEEN BILLBOARD VS. CHICILON MEDIA

CHICILON BUILDING
BILLBOARD
LCD FRAMES

Have seen ads

(COVERAGE)
70% 59% 59%

Brand
Recognition/Recall 23% 92% 91%
(REACH)
Age : 62% 24 – 40 y.o Age: 96% 18 – 47 years old
Education: 46% highschool Education: 86% Bachelor & above
Profile of REACH
Household Income : 97% ABC Household income:98% Class AB
Household expense: 89% BC Household expense: 98% Class ABC
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

Though Billboards show quite positive ‘look-up rate’, reach is quite low along with lower
income , education while Chicilon media shows higher profile & reach.

Base: All people approached (n=1,034) Q14 / Q15, Q17 11

 ADS ATTRACTION OFFICE BUILDING &
APARTMENT

ADS CHANNEL
ATTRACTION Poster Frames show to

gain the highest attraction

42
26
20 among newspapers &
7 5
magazines; websites and
Poster Ads on Print ads on Print ads on Ads from
Frame in websites magazines newspaper outdoor
Elevator billboard
billboard.
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

Q29. These are types of advertising that we are exposed to everyday, please rank the
most attractiveness to you with 1 and lowering to 5 as the least attractiveness.
Base: Main Respondents (n=550) 12
Attractiveness here is the ability to attract your attention to the most.
 ATTITUDE TOWARDS PRINTS & BILLBOARD
ATTITUDES TOWARDS ATTITUDES TOWARDS
NEWSPAPER/MAGAZINE BILLBOARD ADVERTISING

Busy riding on roads,

I only read N/M in free
57 hardly or never look at
time while I'm at home billboards (which is quite
32
dangerous)
I often read N/M but for
56 While reading the ads on
updating info, news only
billboards, affected by 36
I actually read ads paper noise, pollution
if they’re interesting and 42
match with my demand Do look up the
billboards, but cannot
get much info &
28
I rarely/never read ads
14 remember
paper
Only remember the
I rarely buy N/M due to brands/images on
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

4
its inconvenience to bring 6 billboards but cannot
along recall the content.
Base: Prints readers (n=118) Base: Billboard viewers (n=124)

More than half of people read prints only at 1/3 people deny ads on billboards
home while relaxed and just for news as they are dangerous combined
updates with environment influences
Q19, Q20 13
Business Objectives & Research Objectives

Nielsen Findings

Supermarket & Convenience Store

Office & Apartment Buildings

Versus Print Ads / Online / Billboard

Chicilon audiences’ profile and behavior

Conclusion
 CHICILON’S TARGET AUDIENCE OFFICE BUILDING &
APARTMENT

AGE CLASS EDUCATION

A3 (45,000,000 - INCOME EXPENSE
0
5
96% labor force age 74,999,999) 11
A2 (30,000,000 - 2 13
16 26
7 4 8 44,999,999)
6
11 A1 (15,000,000 -
24 29,999,999)

B (7,500,000 - 43 56 24
19 14,999,999) 47

26 C(4,500,000 -
7,499,999)

D (3,000,000 - 28 High School Vocational

18 - 22 23 - 27 28 - 32 33 - 37 4,499,999) 21
College University
38 - 42 43 - 47 48 - 55 1 1
Postgraduate
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

98% high income (class AB) 86% are highly

but majority is class A 98% spend monthly educated
4,5 mil up to 45 mil

Chicilon Poster Frame appears to target a wider range age of consumers, with higher
income & hence possibly a higher purchase power
with the majority of high education from bachelor or more
Base: Main Respondents (n=550) Q10, Q11, Q36 15
 ELEVATOR USE & OPPORTUNITY FOR FRAMES TO REACH OFFICE BUILDING &
APARTMENT

Q20. FREQUENCY OF
Average no. of time Average time watching poster
USING ELEVATOR
using elevator per day frame ads per elevator usage

Less than 2 times

10 5 25 seconds
2 times
6 times watching PF
/day ads/usage
40
4 times
45
6 - 8 times

More than 8 times

Elevator users watch Poster

Q23. AVERAGE TIME IN
ELEVATOR 82 Frame on average 150s/day
seconds
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

With elevator usage habits, on everage target consumers has opportunity of

150 seconds each day
to watch chicilon poster frame in office & apartment buildings
Q20. Please kindly let me know how many times do you usually use the elevator per day?
Q23. Please kindly let us know your how long do you usually use the elevator?
Q25. Please tell me how many times in average you usually look up to/watch/see the Poster
Base: Main Respondents (n=550) Frame in elevator per elevator usage? 16
 ADS FROM POSTER FRAME DYNAMICS OFFICE BUILDING &
APARTMENT

WATCHING POSTER ATTITUDE TOWARDS

FRAME FREQUENCY POSTER FRAME

I have no choice but must watch the ads since the

Sometimes watch the poster 52 elevator is small & limited while I feel idle and 35
frame boring

Watch poster frame half time
Watch poster frame most of the
time
Watch poster frame all the time
Not watch the poster frame at
all
No. of ads remember seeing
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
30 I get attracted by exquisite & flashing picture,
hence, I feel easily to remember & recall the 31
advertising content
13
Watching advertising on poster frame helps me to 31
update information
2
I feel that watching advertising on poster frame
would provide me in-depth information about 26
2 product
Poster Frame advertising makes me interested in
the product information & encourage me to 9
2 – 2.5 ads

purchase the products

per elevator usage

Many reasons to watch the ads thanks

98% people look at the poster frame
in elevator & has opportunity to be
exposed to about 2 ads
Base: Main Respondents (n =550)
to idle time, noticeable flash &
information update function of Frame
Q24. Please kindly let us know if you .
Q27. So please kindly let us know in average, how many print ads can you see per elevator usage?
Q28.Please kindly pick one that suit your situation. 17
 SUMMARY AND CONCLUSIONS OFFICE BUILDING &
APARTMENT

CHICILON MEDIA ADS SEEM TO TARGET TO A HIGHER PROFILE, HENCE LIKELY A

HIGHER PURCHASE POWER CONSUMER SEGMENT WITH WELL EDUCATION

96% 98% 98%

Class AB
spend
86%
in 18 – 47
years old
70% 4,5mil – 45
Bachelor
Class A Degree &
mil/month
above

CHICILON MEDIA HAS HUGE OPPORTUNITY TO SIGNIFICANT HIGHER

ATTRACT ELEVATOR USERS EVERYDAY REACH IN POSTER FRAMES
BY HAVING 91% POSTER
98% 150s FRAME
Attractive REACH
watch or look For Poster
flash image
at Poster Frame
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

Good 23% REACH PRINTS

Frame in attention
each day product/
elevator brand info 23% REACH BILL BOARD

Chicilon media appears to be an effective channel for targeting to high profile consumers
with higher reach than traditional media like prints or billboard, and creates better reach
than tv, hence could be particularly opportunities for more premium products targeting to
these consumers 18
THANK YOU