Joe Nguyen's comScore WAN-IFRA Presentation
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Transcript of Joe Nguyen's comScore WAN-IFRA Presentation
1 © comScore, Inc. Proprietary.
Joe Nguyen Sr. VP, Asia Pacific – comScore
@jnguyen
Two Trends for Publishers in 2013
WAN-‐IFRA Digital MarkeBng Asia 2012
2 © comScore, Inc. Proprietary.
Trend #1: Viewability Trend #2: MulB-‐plaHorm ConsumpBon
Trend #1: Viewability Trend #2: MulB-‐plaHorm ConsumpBon
3 © comScore, Inc. Proprietary.
In the beginning there was a promise…
4 © comScore, Inc. Proprietary.
The Internet is the ‘most measured and most accountable’ medium
5 © comScore, Inc. Proprietary.
15 years later, the promise has frayed…
IMPRESSIONS Inflated Inflated
CLICK-THROUGH RATE Gamed Irrelevant
COOKIE REACH & FREQUENCY Not Important
Confounded by cookie-to-person relationship
PERSON-BASED REACH & FREQUENCY
Not Important Distorted by non-visible impressions
IMPRESSIONS
CLICK THROUGH RATE
COOKIE REACH & FREQUENCY
PERSON-BASED REACH & FREQUENCE
Inflated
Gamed
Not Important
Not Important
Inflated
Irrelevant
Confounded by cookie-to-person relationship
Distorted by non-visible impressions
DIRECT RESPONSE BRANDING
IMPRESSIONS
CLICK THROUGH RATE
COOKIE REACH & FREQUENCY
PERSON-BASED REACH & FREQUENCE
Inflated
Gamed
Not Important
Not Important
Inflated
Irrelevant
Confounded by cookie-to-person relationship
Distorted by non-visible impressions
DIRECT RESPONSE BRANDING
IMPRESSIONS
CLICK THROUGH RATE
COOKIE REACH & FREQUENCY
PERSON-BASED REACH & FREQUENCE
Inflated
Gamed
Not Important
Not Important
Inflated
Irrelevant
Confounded by cookie-to-person relationship
Distorted by non-visible impressions
DIRECT RESPONSE BRANDING
IMPRESSIONS
CLICK THROUGH RATE
COOKIE REACH & FREQUENCY
PERSON-BASED REACH & FREQUENCE
Inflated
Gamed
Not Important
Not Important
Inflated
Irrelevant
Confounded by cookie-to-person relationship
Distorted by non-visible impressions
DIRECT RESPONSE BRANDING
IMPRESSIONS
CLICK THROUGH RATE
COOKIE REACH & FREQUENCY
PERSON-BASED REACH & FREQUENCE
Inflated
Gamed
Not Important
Not Important
Inflated
Irrelevant
Confounded by cookie-to-person relationship
Distorted by non-visible impressions
DIRECT RESPONSE BRANDING
6 © comScore, Inc. Proprietary.
Are we creating a race to the bottom? Stuffing pages with ads: ü Lowers ad effectiveness ü Increases advertiser risk ü Devalues valuable online ads
7 © comScore, Inc. Proprietary.
Ads at the top of the page…
8 © comScore, Inc. Proprietary.
More ads after scrolling down 1 time…
9 © comScore, Inc. Proprietary.
Many more ads after scrolling down an additional 7 times
10 © comScore, Inc. Proprietary.
Digital advertising needs a reality check
ü Clutter ü Poor visibility ü Glut of low-quality inventory ü Bad actors gaming the system
11 © comScore, Inc. Proprietary.
The Making Measurement Make Sense (3MS) Mission:
§ Reduce costs of doing business due to complexity of digital advertising ecosystem
§ ‘Single Tag’ solution to reduce complexity
§ Improve reporting of ad exposure
§ Bolster confidence that ads delivered are actually seen
12 © comScore, Inc. Proprietary.
The industry has started discussions & Google is in play:
13 © comScore, Inc. Proprietary.
BUT Is Viewability Measurement Possible?
14 © comScore, Inc. Proprietary.
The first Asia industry study to bring 6 leading marketers together to VALIDATE online advertising delivery 10 campaigns 9 countries
347 million impressions 329,000 sites
vCE APAC Charter Study
15 © comScore, Inc. Proprietary.
Study Objective: Quantify incidence of successful and sub-optimal ad delivery across key dimensions …
VIEWABILITY GEOGRAPHY
SAFETY LEVEL OF FRAUD
TARGET AUDIENCE DELIVERY
• Demographically • Behaviorally
16 © comScore, Inc. Proprietary.
Across all campaigns, the average in-view rate was 58% or about 4 out of 10 ads weren’t seen
73%
68%
67%
65%
54%
51%
44%
40%
26%
20%
1
2
3
4
5
6
7
8
9
10
Cam
paig
n
Percentage of Ads In-View for 10 Asian Campaigns
58% AVERAGE
17 © comScore, Inc. Proprietary.
Wide Skyscrapers delivered the strongest in-view rates
Page location, clutter and size matters
76%
50% 48%
Wide Skyscraper (160x600)
Leaderboard (728x90)
Medium Rectangle (300x250)
Percent of A/Pac Ads Delivered In-View by Ad Size
… But there was significant variance across campaigns with a range of 42% to 94% in-view for this ad size
18 © comScore, Inc. Proprietary.
vCE Charter Studies Compared
Slightly lower levels of viewability compared to those found for the US, EU and Canada
ASIA 58% CANADA 65% EUROPE 67% US 69%
Viewability
19 © comScore, Inc. Proprietary.
Findings on ad position from US charter findings:
48%
100%
0% 20% 40% 60% 80%
100% 120%
Min Max
Viewability Rates Above the Fold
7%
67%
0%
20%
40%
60%
80%
Min Max
Viewability Rates Below the Fold
….but context is the key driver of duration, not position
20 © comScore, Inc. Proprietary.
Viewable impression pricing: More extensive and valuable reserved inventory
Reserved (30%)
Remnant (70%)
Reserved Viewable
Remnant Viewable
21 © comScore, Inc. Proprietary.
How Does Viewability Impact Publishers?
u Advertisers are moving towards viewability measurement
u Viewability makes digital more relevant to brand marketers and
brand marketing metrics
u Publishers will have more premium inventory and better designed
pages
u Publishers will be able to understand what ads placements and ad
units are working and package accordingly
22 © comScore, Inc. Proprietary.
Trend #1: Viewability Trend #2: MulB-‐plaHorm ConsumpBon
23 © comScore, Inc. Proprietary.
con·∙sump·∙Bon noun 1. the act of consuming, as by use
24 © comScore, Inc. Proprietary.
Digital Consumption Used to be Fairly Simple….
25 © comScore, Inc. Proprietary.
And then something called “Platform Explosion” began to occur
26 © comScore, Inc. Proprietary.
Today in the U.S., New Platforms are being Adopted at Increasingly Higher Rates
80.0%
82.0%
84.0%
86.0%
88.0%
90.0%
92.0%
94.0%
96.0%
98.0%
100.0%
Other
Tablet
Mobile
PC
6% from Non-PCs
10% from Non-PCs
27 © comScore, Inc. Proprietary.
Tablets in the U.S. reached 40MM owners in Two years Smartphones took Ten Years to Reach that Same Level
Source: comScore MobiLens & TabLens U.S
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Dev
ice
Ow
ners
40 MILLION
100 MILLION
28 © comScore, Inc. Proprietary.
We’re Becoming Digital Omnivores
§ 10% of Web traffic comes from non-PCs – Up 56% over past ten months
§ 40% of US Households have three or more connected devices – In addition to PCs & TVs
May 2011 March 2012
Other
Tablet
Mobile
61% 68%
35%
23%
Majority of tablet traffic is over WiFi
6% of Total Traffic
10% of Total Traffic
29 © comScore, Inc. Proprietary.
9.55% 6.74% 6.69%
6.15%
6.13% 4.66%
0.24%
0.28% 0.43%
15.9% 13.1% 11.8%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Singapore Thailand Australia
Non-Computer Share of Traffic Source: comScore Device Essentials, June 2012
Other Tablet Mobile
The non-PC share of traffic, specifically mobile traffic, in Singapore is higher than both Thailand and Australia
= non-computer total
Source: comScore Device Essentials TM – International Data June 2012
30 © comScore, Inc. Proprietary.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Google Sites Facebook
Yahoo! Sites Amazon Sites
Wikimedia Foundation Sites Apple Inc.
Cooliris, Inc AOL, Inc.
eBay Zynga Twitter
Rovio (Angry Birds) Weather Channel, The
Microsoft Sites ESPN
U.S. Top Smartphone Properties, % Share of Time Spent by Access Method
Browser
APP
And it’s Not all About the Browser Anymore…
Source: comScore Mobile Metrix 2.0, July 2012, U.S.
31 © comScore, Inc. Proprietary. Confidential and Proprietary 31
Weekday Share of Device Page Traffic in the Singapore
PCs dominate working hours
Tablets rule the home
Smartphones bridge the gaps
Source: comScore Device Essential, Week of May 14, 2012, Singapore
Cross-Device Consumption: Device Usage Differs Throughout Day
32 © comScore, Inc. Proprietary.
iOS leads the way among the operating systems on non-PC devices in Singapore– particularly on tablets, with 91% of tablet page views
Source: comScore Device Essentials TM – International Data June 2012
Mobile 59.90%
Other 1.49%
Tablet 38.61%
Device Share of Non-Computer Traffic – Singapore
Source: comScore Device Essentials, June 2012
62.43%
32.77%
1.13% 3.67%
Mobile
Other
Windows Mobile
Android
iOS 8.87%
90.91%
0.22%
Tablet
RIM
iOS
Android
33 © comScore, Inc. Proprietary.
How to measure audience overlap and duplication across platforms?
PC
Mobile Video
?
?
? ?
34 © comScore, Inc. Proprietary.
comScore uses the following assets to accomplish this goal
Network Logs
Site Tags
Application Tags
Dynamic Panels
User Panels
35 © comScore, Inc. Proprietary.
What Does Multi-Platform Consumption Mean For Publishers?
u Publishers need to understand how their audiences are consuming
their content (when, where, how, duplication)
u Deploy the relevant CMS to manage multi-platform assets
u Learn to leverage audience data (targeting, ownership, reselling,
privacy issues)
u Deploy advertising platforms to take advantage of multi-platforms
to engage advertisers
Joe Nguyen Sr. VP, Asia Pacific – comScore
@jnguyen
Two Trends for Publishers in 2013: Viewability & MulB-‐plaHorm ConsumpBon
WAN-‐IFRA Digital MarkeBng Asia 2012
Thank You