McGoran -- Keynote

Bolo 2011Lessons Learned in Digital Media

Hugh McGoran, SVP Agency Sales

2© comScore, Inc. Proprietary.

The Digital Landscape

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Let’s Talk About Me


Because this is a presentation on digital media and measurement…

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$7M14$500K$250K$15KRESPECT


Day 1 Day 2 Day 3

Busy Mom!


6

Historical Footnote:

*Comscore



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Semantic Targeting

Tiger + Woods

{ }=


Semantic Targeting

+{ }=

Tiger + Woods



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Changes in the Display Media Ecosystem

Brands DSPsData

ProvidersExchanges,

& SSPs Publishers

AdNetworksAgencies

Agency Trading

Desks

http://www.targusinfo.com/



http://www.bing.com/images/search?q=msn+logo&FORM=IGRE1




http://en.wikipedia.org/wiki/File:Glammedia_logo.png

http://en.wikipedia.org/wiki/File:Glammedia_logo.png



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NASDAQ SCOR

Clients 1860+ worldwide

Employees 900+

Headquarters Reston, VA

Global Coverage170+ countries under measurement;43 markets reported

Local Presence 32 locations in 23 countries

comScore is a Global Leader in Measuring the Rapidly Evolving Digital World, Blanketing the Globe with a Local Presence

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comScore Leverages Rich Panel Data to Deliver Unique and Broad Digital Business Analytics

Web Visiting & Search Behavior

Online AdvertisingExposure

Demographics,Lifestyles& Attitudes

Media & VideoConsumption

Transactions

Online& Offline

Buying

Mobile InternetUsage & Behavior

PANEL

AdvertisingEffectiveness

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CENSUS

Unified Digital Measurement™ (UDM) Establishes Platform For Panel + Census Data Integration

PANEL

Unified Digital Measurement (UDM)Patent-Pending Methodology

Adopted by 90% of Top 100 U.S. Media Properties

Global PERSON Measurement

Global DEVICE Measurement

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Percentage of Machines Included in UDM Measurement

August 2011 Penetration Data

Europe

Austria 81%Belgium 88%Denmark 89%Finland 83% France 92%Germany 89% Ireland 89%Italy 85%Netherlands 88%Norway 89%Poland 81%Portugal 90%Spain 92%Sweden 90%Switzerland 85%Turkey 95%United Kingdom 91%

Asia Pacific

Australia 89%China 69%Hong Kong 91%India 90%Indonesia 90%Japan 73%Malaysia 91%New Zealand 91%Philippines 92%Singapore 90% South Korea 59%Russia 63%Taiwan 80%Vietnam 93%

North America

Canada 93%United States 90%

Latin America

Argentina 94%Brazil 97%Chile 95%Colombia 96%Mexico 94%Peru 97%Puerto Rico 89%Venezuela 93%

Middle East & Africa

Israel 92%South Africa 74%

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In 1996, 2/3 of the world’s Internet population was in the US, yet today Asia Pacific is the largest region with over 40% of the population.

Many emerging regions are likely to bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video, and collaborative content immediately accessible.

Early adoption of mobile web in addition to PC web will likely be popular in many of these high-growth areas.

15.1%

8.6%

8.6%

40.9%

26.8%

April 2011

Middle East - Africa

Europe

North America

Asia Pacific

Latin America

Distribution of Worldwide Internet AudienceDistribution of Worldwide Internet Audience

1996 2011

66%

13%

34%

87%

US Internet Population vs. Rest of the WorldUS Internet Population vs. Rest of the World

Rest of the World

US

The US Is No Longer the Center of the Online Universe

Source: comScore World Metrix, April 2011


Internet Users Age 15+ (MM)

11% Worldwide Growth Fueled by Country Growth

China

United States

Japan

Germany

Russian Federation

India

Brazil

France

United Kingdom

South Korea

Italy

Canada

Turkey

Spain

Mexico

322.0

183.4

73.5

50.3

49.2

44.6

43.6

42.4

37.1

30.6

23.5

23.4

23.0

21.6

20.0

Source: comScore World Metrix, July 2011

Annual GrowthUS: 0.8%Mexico: 22%China 18%Brazil 18%Russian Federation 14%


The Majority of Top Properties’ Audiences are Coming from Outside the US

Google Sites

Microsoft Sites

Facebook.com

Yahoo! Sites

Wikimedia Founda-tion Sites

Amazon Sites

AOL, Inc.

Apple Inc.

Ask Network

CBS Interactive

220

21865%

237

22873%

60%

54%

676

381

269

83%

67%

991

893

698

82%

79%

75%

US Audience Non-US AudienceTotal Worldwide

Unique Visitors (MM)

Source: comScore World Metrix, April 2011

84%


UDM provides insight across device types (what are customers using) and content consumption (what are customers doing).

Device coverage across WiFi and non-WiFi connections.

Device Type

PC(Windows, Mac)

Mobile BB Cards, Dongles Mobile Handsets

Feature Phone

Smartphone

Connected Devices

Tablets (iPad, etc.)

eReaders (Kindle, Nook,

etc.)

Game Consoles (Wii, PSP, DS,

etc.)

Music (iPod Touch)


Mobile Web Usage On Track to Eclipse the Desktop

Source: Morgan Stanley Research

2007 2008 2009 2010 2011 2012 2013 2014 20150

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

DesktopMobile

Number of Global Users (Millions)


Half of Pandora’s Total Audience Access from Mobile Only

Share of Visitors

52%

22%

26%

Pandora Total Universe Audience by Share of Visitors Source: comScore Total Universe Report (Beta), U.S.,

August 2011

Home/Work PC and Mobile

Home/Work PC Only

Mobile Only


Mobile Adds Incremental Reach for Key Publishers

NY Times USA Today Sites LA Times Washington Post WSJ10,000

15,000

20,000

25,000

30,000

35,000

40,000

7.6%

10.0%

11.2%9.1%

8.2%

Incremental Mobile/Other Reach for Select U.S. News BrandsSource: comScore Total Universe Report (Beta), U.S., August

2011Home/Work PC Audience Incremental Mobile/Other Audience

To

tal U

niv

ers

e A

ud

ien

ce

(0

00

)


Android share of non-fixed computer traffic now exceeds that of iPhone but iOS dominates when iPad and iPod included

iPhone23%

iPad22%

iPod Touch

8%

Android 36%

Android Pad1%

All Other 10%

U.S. Non-Fixed Computer Traffic by DeviceSource: comScore Device Essentials, U.S. May 2011


Google’s Android Has Rapidly Grown its Smartphone Market Share and Has Taken the Lead in the Race with Apple and RIM

Product: MobiLens

Data: Three month average ending July 2011

Country: US, N= 31,100

Google ; 41.8%

Apple; 27.0%

RIM ; 21.7%

Microsoft; 5.7%

Palm; 1.7%Other Smartphone ; 2.1%

Smartphone OS Share


Google’s Android Has Rapidly Grown its Smartphone Market Share and Has Taken the Lead in the Race with Apple and RIM

Product: MobiLens

Data: Three month average ending July 2011

Country: US, N= 31,100

Google Apple RIM Microsoft Symbian Palm 0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

-100%

-50%

0%

50%

100%

150%

200%

250%

300%278%

75%

-15%-25%

-11%

-46%

Smartphone OS Growth

Jul-2010 Jul-2011 Year on Year Growth

Mo

bil

e O

wn

ers

(000

)

% Y

ear

Ove

r Y

ear

Gro

wth

Smartphone ownership increase

year over year:

54%

Android growth year over year:

278%


Platform Explosion is Just Getting Started

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

33.5%

0.0438064743589748

US Smartphone Penetration:

US iPad Penetration:

66% of Americans DO NOT yet

have a Smartphone

95% of Americans DO NOT yet have an iPad


May 1995 Time Magazine Special Issue


Wifi accounts for majority of non-fixed computer traffic

Wifi55%

Mobile Network

45%

Total U.S. Traffic from Non-Fixed ComputersSource: comScore Device Essentials, U.S. May 2011


Mobile networks far more important to Android devices

Mobile Wifi Total

Android 78% 22% 100%

iPhone 53% 47% 100%

iPad 8% 92% 100%

Share of Traffic by DeviceSource: comScore Device Essentials, U.S. May 2011

Smartphone = Mobile

Tablet = Portable


Health

Info

Gam

ing In

fo

Onlin

e Ret

ail

Kids/

Family

Ente

rtain

men

t

Social

Net

work

ing/B

log

Comic

s/Hum

or

Horosc

opes

Auctio

n Site

s

Wea

ther

Shopping G

uides

Elect

ronic

Pay

men

ts0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

Fastest Growing Mobile Content Categories by Total Smartphone Audience (000)Source: comScore MobiLens, 3 mo. avg. ending Mar-2011 vs. Mar-2010

Mar-2010 Mar-2011

+145%

+90%

+89%

+84%

+84%+83%

+80%

+78%

+78%+78%+97%

72 Million People (31% of 234 Million U.S. Mobile Subscribers, up 15% vs. Previous Qtr) Now Use a Smartphone to Access a Wide Variety of Content

When it Comes to Mobile Content Consumption, Retail Ranks as 3rd Fastest Growing Category


Smartphone usage and shopping

Smartphone Usage For Shopping

Q. For which of the following have you used your smartphone? Source: comScore Survey – April 2011

“Smartphone shoppers” are defined as those who stated they have used their phones to research or purchase products online

50%61%






38%

52%






38%

52%

35%

52%






29%

20%681 Barcode Apps

for the iPhone!






48%

33%


In the Consumer Electronics category, e-commerce is having a profound negative impact on bricks & mortar retailers.

Some key observations:

E-commerce represents 25%+ of all sales of consumer electronics

Spending on the consumer electronics category at retail during the holiday season was down 5%* while online saw growth of 20%**.

Domestic same store sales of Best Buy declined by 5% and total sales declined by 3% in Q4 2010

Online sales of Best Buy increased by 13% in December

comScore data show Amazon consumer electronics sales up 37%

Source: *NPD & ** comScore

Forecast for Best Buy: Worst Is Yet to Come

Tuesday, March 8, 2011


The Power of Like


It is difficult to overstate the importance of social media

Usage among US and overseas internet users is nearly ubiquitous

Social media is transforming:

– Geopolitics: Tunisia, Egypt, Libya, etc– US politics: 2008 election, and soon the 2012 election– Retail: GroupOn visitation is up 250% versus last year– Marketing: Facebook is the single largest server of display inventory

on the web– Consumer behavior: Social media accounts for 18% of all time spent

online


Total Minutes on Social Media sites has increased 38% year over year

Q: How many minutes do internet users spend on Social Media sites?

comScore Media Metrix, June 2011 (Panel Only Data)

Jun-10 Jul-2010

Aug-2010

Sep-2010

Oct-2010

Nov-2010

Dec-2010

Jan-2011

Feb-2011

Mar-2011

Apr-2011

May-2011

Jun-2011

50,000

55,000

60,000

65,000

70,000

75,000

52,229

72,973

Total Minutes on Social Media Sites2010-2011

A: 73 Billion


Social Media sites draw more visitors than retail, e-mail, and news sites

Q: What percentage of internet users visit a Social Media site?

comScore Media Metrix, June 201 (Panel Only Data)

Jun '10 Jul '10 Aug '10 Sep '10 Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '11 May '11 Jun '11145,000

155,000

165,000

175,000

185,000Total Visitors By Category

Social Media Retail E-Mail News/Information

A: 84.2%


Just how important is social media?

18%

82%

Minutes

Social MediaRest of the Web

42%

58%

Visits


23%

77%

Pages


381minutes per user

704pages per user

33visits per user


Facebook can deliver massive audiences, but Tumblr, LinkedIn & Twitter are growing fastest

0 25,000 50,000 75,000 100,000 125,000 150,000 175,000-100%

-50%

0%

50%

100%

150%

200%

250%

Growth Rate vs. Audience Size

Unique Visitors (000)

Yea

r-o

ver-

Yea

r G

row

th


Google+ already at 25 million visitors worldwide

6/29/2

011

6/30/2

011

7/1/2

011

7/2/2

011

7/3/2

011

7/4/2

011

7/5/2

011

7/6/2

011

7/7/2

011

7/8/2

011

7/9/2

011

7/10/2

011

7/11/2

011

7/12/2

011

7/13/2

011

7/14/2

011

7/15/2

011

7/16/2

011

7/17/2

011

7/18/2

011

7/19/2

011

7/20/2

011

7/21/2

011

7/22/2

011

7/23/2

011

7/24/2

0110

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

Worldwide

U.S.

Google+ Cumulative Worldwide & U.S. Unique Visitor TrendSource: comScore, Worldwide and U.S., 6/29/11 – 7/24/11, Home & Work Computers (excl. Mobile)


Brand pages on Google+ might become very important to retailers

4 Reasons Google+ Brand Pages will be Better than Facebook’s

1. Better Search Opportunities

2. More Customization

3. Better Analytics

4. Google Can Learn from Facebook

Zeny Huang, Emerging Media Strategist at JWT New York

"Google+ tries to take the best from Facebook and the best

from Twitter and brings it together.”Shiv Singh

Global Head of Digital, PepsiCo


Who visits Social Media sites? Pretty much everyone.

2-11

12-17

18-24

25-34

35-44

45-54

55-64

65+

0 10 20 30 40 50 60 70 80 90 100

52

93

100

99

99

98

97

96

% of Internet Users Visiting a Social Networking Site


Between September 2010 and April 2011, the percentage of adults who have ‘liked’ a brand increased from 47% to 59%

eMarketer Daily, June 16, 2011

Total 18+

55+

35-54

18-34

0% 10% 20% 30% 40% 50% 60% 70%

47%

24%

49%

60%

51%

31%

56%

59%

59%

43%

62%

66%

US Facebook Users Who “Like” Brands on Facebook, by Age, 2010 & 2011

Apr-11 Nov-10 Sep-10

Nearly 6 out of 10 Facebook users over age 18 liked a brand in April 2011.


Social Essentials

Strategic challenges addressed by Social Essentials insights:

Compare the reach and frequency

of a brand’s Facebook presence

to other media channels.

Determine whether a brand is reaching it’s

target consumer.

Tailor marketing campaigns and partnerships to

Facebook audience’s

interests and passions.

Benchmark a brand’s presence

on Facebook to their

competitors.


Measuring engagement on Facebook

Ad Exposed

Sponsored

Stories

Fans

Friends of

Fans

Segments can be applied to any comScore analysis


Newsfeed & Ad Exposures


Sponsored Stories


Profile/Wall Exposures


What we know to be true…

Brand No. of Fans*Monthly Unique Visitors

To Facebook Fan Pages**

Coca Cola 24.0 Million 39,000

Oreos 17.5 Million 137,000

Best Buy 2.7 Million 175,000

*Source: Facebook** Source: comScore

Facebook Fans do not translate into regular visitors to Facebook Fan Pages. Marketers need to reach out to them

with relevant content!


Brands should focus more on the news feed and less on the fan page

Ratio of News Feed Exposures to Fan Page

Views

42 to 1

45 to 1

156 to 1


Brands can relate social impressions to the rest of their campaign

FANS Exposed Fans Impressions Reach Frequency GRP Southwest 661,308 2,457,621 0.31% 3.7 1.1 Bing 1,069,734 3,353,193 0.49% 3.1 1.6 Starbucks 4,840,679 13,663,782 2.24% 2.8 6.3

FRIENDS Exposed Friends Impressions Reach Frequency GRP Southwest 853,710 1,459,573 0.39% 1.7 0.7 Bing 2,035,017 3,182,897 0.94% 1.6 1.5 Starbucks 8,846,318 18,073,175 4.09% 2.0 8.4


Fans are heavy Facebookers

Avg Facebook user

Southwest

Bing

Starbucks

- 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00

Avg sessions per person


Fans spend 1/3 of their time on social networking sites

Bing Fans

SWA Fans

Starbucks Fans

Avg Internet User

0% 5% 10% 15% 20% 25% 30% 35% 40%

Pct of total minutes spent on social networking sites


Facebook is reaching a younger audience than the brand’s typical site visitors

Persons: 2

-15

Persons: 1

5-17

Persons: 1

8-24

Persons: 2

5-34

Persons: 3

5-44

Persons: 4

5-54

Persons: 5

5-64

Persons: 6

5+

-

50.00

100.00

150.00

200.00

250.00

300.00

350.00

Index to site visitor demos

BingSouthwestStarbucks


Fans and Friends over index on visitation to the brand site when compared to the average Internet user

Starbucks Southwest Bing0%

50%

100%

150%

200%

250%

300%

350%

400%

450% 418%

362%

55%

230%

165%

33%

Starbucks, Southwest, Bing: Lift in Website Visitation Among Fans & Friends vs. Average Internet User

Source: comScore Social Essentials, U.S., May 2011

Fans Friends

Why do friends of fans have a higher orientation toward the brand?1. Birds of a feather flock together

2. Trusted persuasion


Across key data points, Bing Fans outperform the average Bing visitor

Searches Per Searcher

Searches Per Session

Searches Per Usage Day

Search Usage Days0.0

10.0

20.0

30.0

40.0

50.0

24.3

2.64.6 5.3

40.9

2.85.8 7.1

30.8

2.65.1 6.1

Total Internet Fan Friend of Fan

Bing : Fans and Friends Search Activity vs. Average Bing SearcherSource: comScore Social Essentials, U.S., May 2011


For Starbucks, Exposed Fans also tend to spend more than the average Internet user

Spending per Buyer Transactions per Buyer0%

2%

4%

6%

8%

10%

12%

8%

11%

Starbucks: Fans & Friends of Fans Purchase Activity vs. Average Internet UserSource: comScore Social Essentials, U.S., May 2011


Some advertisers heavily use social media to encourage brand interaction

* Ad Metrix (May 2011) US data

Advertiser (US) Total Internet Impressions (000)*

Socially Enabled Impressions (000)*

% Composition Socially Enabled Ads*

Kraft Foods Inc. 785,419 166,463 21.2%

Mars Incorporated 2,640,163 124,903 4.7%

Toyota Motor Corporation 1,591,632 56,326 3.5%

TJX Companies, Inc. 60,866 43,174 70.9%

Microsoft Corporation 2,721,818 42,946 1.6%Wendy's - Arby's Group, Inc. 73,446 35,002 47.7%

Heineken N.V. 48,378 33,079 68.4%

Unilever 637,581 29,009 4.5%

Procter & Gamble Co. 1,966,345 27,186 1.4%

Heineken heavily used socially enabled ads in May to encourage users to interact with its brand through Facebook

Kraft delivered the most socially enabled ads in May (about 166M impressions)


comScoreSocial Essentials Whitepaper

Case study on Starbucks, Southwest Airlines and Bing

Published in collaboration with Facebook

Demonstrates how holistic understanding of social impact can change the way brands think about, leverage and build social audiences

To download white paper please visitwww.comscore.com/like

http://www.comscore.com/like


The need to verify and measure media plan delivery and effectiveness is more important than ever


Cookies are not people. They may have some data tied to them but they are by nature not overly accurate regarding a user’s demographics or profile.


Clicks are at best an incomplete and at worst a misleading metric


Clickers Represent a Small and Declining Segment of Internet Users

July 2007 March 2009

• Clickers fell by half between 2007 and 2009

• 8% of all Internet users account for 85% of all clicks

• Optimizing against clicks means ignoring 84 percent of Internet users

Non-Clickers

68%

Clickers

32%

Non-Clickers

84%

Clickers16%

Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods


The Meddlesome Click ….

“A click means nothing. A click earns no revenue and creates no brand equity. Your online advertising has some goal – and it’s surely not to generate clicks. Regardless of whether they clicked an ad or not, the key is to determine how that ad unit influenced a consumer to think, feel, or do something they wouldn’t have done otherwise.”

John Lowell

SVP Director, Research & Analytics

Starcom


But, Many Agency and Advertisers Still Preoccupied with the Click

Source: Feb 2010 Collective Survey

of 420 Agency and Advertiser Executives

CTR

CPC

CPA

Ability to Drive Brand Awareness

Interaction Rate

Ability to Drive Brand Favorability

0% 10% 20% 30% 40% 50% 60% 70%

64%

61%

48%

35%

33%

25%

What Metrics Do You Use To EvaluateAd Network Performance?


IAB Initiative:Making Measurement Make Sense


3MS Initiative issued the following recommendations

Principle #1: Move to a “viewable impressions” standard.

Principle #2: Online advertising must switch to currency-based on audience impressions, not gross ad impressions.

Principle #3: Because all ad units are not created equal, the industry must create a better classification system.

Principle #4: Determine interactivity metrics “that matter” for brand marketers, so that marketers can better evaluate digital’s contribution to brand building.

Principle #5: Digital media measurement must become increasingly comparable and integrated with other media.


5 Key Challenges in Digital Ad Delivery

Ads are delivered but not visible to user

Ads appear next to objectionable content

Fraud can occur in daisy chain of ad delivery

Ads are delivered outside of intended targets

Ads are delivered at sub-optimal frequency


Cookie Deletion: Rampant & Growing

Ad Server Cookies Site Cookies

CountryPercent of computers deleting

No. of different cookies for same campaign among deleters

Percent of computers deleting

No. of different cookies for same site among deleters

U.S. 35% 5 29% 5

One Key Result: Substantial Understatement of Individuals Reached at

an Optimal Frequency Level…


Does This Look Familiar?

1 2 3 4 5 6 7 8 9 10+0%

10%

20%

30%

40%

50%

60%

Unique Impressions by Frequency

> 50% of Campaign Audience Exposed 1X

Only Around 15% of Audience Exposed at

“Ideal” Frequency Levels


The Result of Proper Counting…

1 2 3 4 5 6 7 8 9 10+

-10%

0%

10%

20%

30%

40%

50%

60%

Unique Impressions by Frequency

< Half the number of uniques originally identified as “1x”

Proper R/F counting illustrates a 2.5X increase in the number of individuals exposed at optimal

frequency levels


Because of Multiple Users on a Computer, Cookies Can’t Always Accurately Identify who is Using a Computer at any Given Point in Time

Over 64% of home users share a home computer with other users The average number of users per machine is 2.1

Percent of People


Cookie-based demo targeting limits a campaign’s ability to selectively reach a targeted audience

Male40%

% C

om

po

sit

ion

of

Ex

po

se

d A

ud

ien

ce

Female 60%

40% of exposed consumers outside of planned gender target

14.4%

17.3%

25.3%

22.4%

20.6%

55+

Only 43% of females exposed to the campaign met the targeted age group

Only 25% of all exposed consumers met planned targeting criteria

45-54

35-44

25-34

15-24

Target for this health & well being product was females age 35-54


Potential Effect of Cookie Deletion on Traditional Brand Studies: Control Scores Inflated, Resulting Impact ( Δ) Deflated

Con-trol

Test

0% 5% 10% 15% 20% 25% 30% 35% 40%

Skewed

Ad

Purchase Intent

No Ad

Survey

Survey

Although there was a 7 point lift in reality, a 2 point lift is conveyed


Stuffing Pages with Ads Lowers Effectiveness! It Creates Clutter and Many Ads May Not Even Been Seen by a User

Full Web Page View Portion Viewed by User

11 Total Ads Served- 9% Visible

Ads Served

10 Not viewed by the user

1 Actually viewed the user


According to the IAB, display ad revenues reached nearly $10 billion dollars in 2010.

But…

Up to 80% of all online ads are delivered through

third parties, which means advertisers are often unaware of how, where and to whom the ads are actually being served.


Ads Do Sometimes Run in Inappropriate Content

Do you know where your ad is displayed?

Allgals.com

Adultvideo.com

Spankwire.com

XXXMatch.com


The Market is Ready for a vGRP

Gross GRP

vGRPCan contain 20-60% waste:

Ads which are not seen

Ads viewed next to objectionable content

Ads delivered outside the target

Impressions which don’t drive brand impact

A modern, validated metric:

Ads that are actually viewed

Ads shown in safe content

Ads delivered to the right target audience

All impressions have potential to create brand impact


• US Web traffic growth has slowed, and international markets now make up the majority of web traffic. Proper local targeting is vital as major US websites can have as much as 75% foreign traffic.

• Web Portability is increasing quickly and the devices we use (desktop vs tablet vs smartphone) directly affect how we interact with content.

• Power is shifting to consumers in unprecedented ways. Instant product, pricing (and competitive!) information is now available at the point of sale. New enabling technologies and platforms are being developed and distributed faster than ever.

• Social Media can be measured - as can the power of virality. Use this information to inform your social strategies and make sure that you are getting the credit you deserve.

• There are better ways to measure digital media campaigns. Many of these tools are recent innovations (but are available!), and the move to a Validated GRP or vGRP is changing the currency of the web.

Key Takeaways


Just because this is a presentation on digital media and measurement…

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Thank you!Hugh McGoran: [email protected]

mailto:[email protected]

McGoran -- Keynote

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