- GOING BEYOND HYBRID MEASUREMENT OF DIGITAL CONSUMPTION IN A MULTI-SCREEN WORLD

asi Madrid, 2014

“Marketers are facing a dilemma: they aren’t sure what is working and they are

feeling underequipped to meet the challenges of digital. They are having a tough time keeping up with the pace of

change in the industry. “

Ann Lewnes, CMO, Adobe

MEASUREMENT CHALLENGES 92% OWN AT LEAST TWO OR MORE SMART DEVICES 73% OWN THREE OR MORE

SMART DEVICES

55% OWN FOUR OR MORE SMART DEVICES!

!  Limited by sample size

!  Limited by frequency

!  Limited to respondent declarations

!  Unconnected to demographics

!  Single-player coverage, by definition

!  Unavailable as syndicated data

!  Unconnected to demographics

!  Black-box methods !  Varying frequency &

accuracy

!  Coverage limited by meter architecture

!  Demographically representative, but behaviorally?

!  Limited sample size, limited coverage

SURVEYS ESTIMATES

PANELS ANALYTICS

Source: 2014 by Verto Analytics

CURRENT RESEARCH METHODS DO NOT WORK:

TODAY’S MEDIA WORLD FACES 3 MAJOR TRANSFORMATIONS

2%

9%

13%

18%

21%

30%

33%

42%

59%

94%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Wearable Computer

eReader

Streaming Media Player

Smart TV

Portable Media Player

Game Console

Cell Phone

Tablet

Smartphone

PC

Reach (%)

Source: Verto Analytics Inc. Measurement Data Time Period: September 2014 Country: United States

Target: US online users

1. FAST GROWING NUMBER OF DEVICES & METHODS TO CONSUME CONTENT

1. FAST GROWING NUMBER OF DEVICES & METHODS TO CONSUME CONTENT

0%

5%

10%

15%

20%

25%

30%

35%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14

% o

f Int

erne

t use

rs

Number of all devices owned

US UK

Source: Verto Analytics Inc. Measurement Data Time Period: September 2014 Country: United States, United Kingdom

2. SHIFT FROM ONE-TO-MANY WORLD ..

Retail Subscription

VIDEO PRINT WEB

... TO THE MANY-TO-MANY WORLD

VIDEO

Video Game Console

PC Smartphone Tablet

Retail Subscription

PRINT

PC Smart phone

Video Game

Console PC Smart

phone

Video Game

Console Tablet

WEB

Tablet

2. SHIFT FROM ONE-TO-MANY TO THE MANY-TO-MANY WORLD

3. COMPETING FOR ENGAGEMENT WITH INCREASING NUMBER OF SERVICE PROVIDERS

WHY CURRENT HYBRID APPROACHES FACE CHALLENGES

1.  What devices and media you should measure? How to obtain comparable metrics across all the

devices and content?

2.  How to measure all media exposure of a given consumer? How to avoid the problems of

duplication when calculating net reach? How to avoid the shortcomings of modeling & fusion?

3.  How to project to the market? What is the right market?

4.  What are the best data sources to measure the market? How to obtain a truly holistic census-level

view of the market?

VERTO 360°

VERTO MONITOR: INTEGRATED MEASUREMENT DATA AND INSIGHTS

DATA

•  What type of data is being collected? Survey? Census-level web analytics? Census-level

campaign analytics? Panel-based passive measurement? Econometrically modeled information?

SCOPE

•  What type of consumer behavior or attitudes are covered by the research?

•  What subjects, media or behavior is absent from data collection?

TECHNICAL CONSTRAINTS

•  What are the inherent limitations of the data collected?

•  Does the web analytics data have limited demographics? Does the panel-based passive

measurement not cover app usage?

KEY QUESTIONS

INHERENT BIASES

•  What are the inherent biases of the data collection method?

DEPTH OF COVERAGE

•  Given the scope covered by the data, how deep does the coverage go?

•  What level of granularity and detail does the data offer you?

MITIGATION

•  What methods (if any) does the research use to offset or mitigate its technical constraints and

inherent biases?

KEY QUESTIONS

CONTACT

Hannu Verkasalo, CEO hannu.verkasalo@vertoanalytics.com

+1 347 223 1856 www.vertoanalytics.com