Putting the Future in Focus
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Transcript of Putting the Future in Focus
© comScore, Inc. Proprietary.
Putting the Future in Focus
iStrategy Sydney
16th April 2013
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Australian Online Landscape
Joe Nguyen, SVP APAC, comScore Inc.
© comScore, Inc. Proprietary. 3
1996 2012
66%
13%
34%
87%
Outside US
Distribution of Worldwide Internet AudienceThe US is no Longer the Centre of the Online Universe
Source: comScore MMX, December 2012, Worldwide 15+,
Asia
Pa-cific42%
Europe27%
North America14%
Middle East -
Africa9%
Latin America9%
Outside US
© comScore, Inc. Proprietary. 4Source: comScore MMX, December 2012, Worldwide 15+,
Time Spent and Growth Across RegionsUS Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World
North America Europe Latin America Asia Pacific Middle East - Africa
42.8
26.922.7
18.9 18.2
Hou
rs p
er V
isito
r Australia: 18.6 Hours a Month
Asia Pacific Europe Middle East - Africa
North America Latin America
596
382
127211
129
637
408
135215
131
Dec-11Dec-12
Uni
que
Visi
tors
(MM
)
+7%
+7%
+6%+2%
+1%
© comScore, Inc. Proprietary. 5Source: comScore MMX, April 2013, 15+
Online Audience Across APACDominated by China, Japan and India
China
Ja
pan
India
Viet
nam
Austr
alia
Indones
ia
Taiw
an
Mala
ysia
Thail
and
Philip
pines
Hong Kong
Singap
ore
New
Zealan
d
339,
689
73,0
40
71,3
44
15,5
93
14,1
17
13,2
97
11,7
02
11,6
40
9,32
2
7,19
7
4,55
2
3,35
3
2,85
7
Tota
l Uni
que
Visi
tors
(000
)
© comScore, Inc. Proprietary. 6Source: comScore MMX, April 2013, 15+
Online Audience Across APACLed by Vietnam outside of the top3
Viet
nam
Austr
alia
Indones
ia
Taiw
an
Mala
ysia
Thail
and
Philip
pines
Hong Kong
Singap
ore
New
Zealan
d
15,5
93
14,1
17
13,2
97
11,7
02
11,6
40
9,32
2
7,19
7
4,55
2
3,35
3
2,85
7
Tota
l Uni
que
Visi
tors
(000
)
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Growth across APAC AudienceVietnam overtakes Australia, other markets stabilize
Source: comScore MMX, April 2013, 15+
Taiwan
Thailand
Hong Kong
Singapore
New Zealand
02,0004,0006,0008,00010,00012,00014,000
Feb-13Aug-12Feb-12
Tota
l Hou
rs (M
M)
Feb-2012 Aug-2012 Feb-201312,00012,50013,00013,50014,00014,50015,00015,50016,000
VietnamAustraliaIndonesia
Uni
que
Use
rs (0
00)
© comScore, Inc. Proprietary. 8Source: comScore MMX, April 2012, 15+
Engagement Across APAC AudiencesAU and NZ sit in the middle of the list for Average Online Hours per Person
Thailand
Taiwan
Hong Kong
Vietnam
Japan
Australia
New Zealand
Singapore
Philippines
Malaysia
Indonesia
China
India
27.4
23.8
22.8
21.0
19.7
18.6
18.5
17.3
16.9
15.8
14.3
12.7
11.5
Ave
rage
Hou
rs p
er V
isito
r
© comScore, Inc. Proprietary. 9
Australia
New Zealand
Japan
China
SG
India
20.9
21.9
16.3
28.5
33.0
35.9
19.6
19.1
17.6
31.7
31.2
38.5
19.6
17.1
23.4
22.3
17.4
17.1
16.6
17.4
18.1
9.7
11.5
5.6
23.4
24.5
24.6
7.9
6.9
3.0
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
% o
f Tot
al M
inut
es
Source: comScore MMX, April 2013, 15+
Composition of Minutes per Age Group Varies GreatlyAU-NZ-JP have a larger % of older population online
© comScore, Inc. Proprietary. 10Source: comScore MMX, April 2013, Australia 15+
Profile: AU Online Audience
15-24 25-34 35-44 45-54 55+
2,771 2,877 2,853
2,492
3,123
Tota
l Uni
que
Visi
tors
(000
)
Age:
44% Female
56%Male
© comScore, Inc. Proprietary. 11Source: comScore MMX, Feb 2012 – Jan 2013, 15+
What’s hot, what’s not?IM+Social down, Photosharing+Travel+Coupons Up
Feb-2012
Mar-2012
Apr-2012
May-2012
Jun-2012
Jul-2012
Aug-2012
Sep-2012
Oct-2012
Nov-2012
Dec-2012
Jan-2013
0
5,000
10,000
15,000
20,000
25,000
30,000
Chart Title
Photo Sharing Travel Coupons Social Media Instant Messengers
Tota
l Min
utes
(MM
)
© comScore, Inc. Proprietary. 12Source: comScore MMX, April 2013, 15+
Top Web Properties in Australia
14,283 13,866
10,0159,437
5,719 5,5324,984
4,055 3,988 3,8794,947
3,9432,972
2,292
699 685 650 297 356 491
Total Unique Visitors (000) Average Daily Visitors (000)
© comScore, Inc. Proprietary. 13Source: comScore MMX, Australia April 2013, UK/Canada Jan 2013
Global Trend AU
UK CA
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MULTIPLE DEVICE USAGE
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Shar
e of
Dev
ice
Page
Tra
ffic
on a
Typ
ical
Wor
kday
Mobiles brighten the commute
Source: comScore Device Essentials, Tuesday, 02 April 2013, AU
Device Preferences Throughout the DayMost Weekday Tablet Usage Occurs Between 6pm and 10pm
Tablets popular at night
PCs dominate working hours
LATE NIGHT
(12AM - 7AM)
EARLY MORNING
(7AM – 10AM)
DAYTIME
(10AM – 5PM)
EARLY EVENING
(5PM – 8PM) PRIME
(8PM – 12AM)
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Ad viewability and validation
Ashley Padgen, Senior Manager and Product Lead, Audience, APAC
Steve Geelan, National Sales Director, Microsoft Media Network (Mi9)
© comScore, Inc. Proprietary. 17
Digital Ad Measurement Has Come a Long Way…
The true value of CTR
Audience Verification
Ad Verification
Advertising ValidationAudience Measurement
New Currencies
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…and comScore Has Led and Innovated Along the Way
The true value of CTR
Audience Verification
Ad Verification
Advertising Validation
Whither the Click
Campaign Essentials™
AdXpose validated Campaign
Essentials™
comScore leading the way
Audience Measurement
MediaMetrix™
New Currencies
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3MS and the MRC
Industry organizations joined together for Making Measurement Make Sense Initiative (3MS)
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Principle 1. Move to a “viewable impressions” standard and count real exposures online.
Principle 2. Online advertising must migrate to a currency based on audience impressions, not gross ad impressions.
Principle 3. Because all ad units are not created equal, we must create a transparent classification system.
Principle 4. Determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online's contribution to brand building.
Principle 5. Digital media measurement must become increasingly comparable and integrated with other media.
3MS Set 5 Guiding Principles
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© comScore, Inc. Proprietary. 22
validated Campaign Essentials delivers
Real-time optimization
Single tool, single tag, single database
Quality datafor transacting
Complete Viewability
Comprehensive &
Unduplicated Measurement Accurate
Audience Data
© comScore, Inc. Proprietary. 23
Questions to Ask on Viewable Impressions
• Is the measurement MRC accredited?
• Will payment be on viewed impressions or gross impressions?
• Is there a minimum % viewable expected?
• How will impressions where viewability cannot be determined (i.e. when JavaScript measurement code cannot be placed) be evaluated/billed?
© comScore, Inc. Proprietary. 24
4.
Accredited Accredited by the Media Rating Council
1.
AlignedUses the IAB proposed definition for viewability for display and video
vCE viewability measurement is…
3.
Independent Doesn’t rely on sampling-based approaches
2.
CensusProvides complete measurement, including most cross-domain iframes
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Effective ad placements are about more than viewability…
Geography Non-Human Traffic
Brand Safety
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Questions to ask About Valid Ads
• What geographic location is required?
• What content is appropriate for this brand?
• Will ads be blocked if they are not in appropriate content?
• If ads are blocked, will the publisher still get payment for that delivery?
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Microsoft Media Network (MMN)
• The environment that led to MMN seeing the need for brand safety
• The ability for MMN’s extended (blind) network to provide as much engagement as premium publisher buys by using data and technology intelligently, which includes vCE
• A challenge to the audience to look at what their agency is doing re brand safety and ad effectiveness, and if they are not making use of the technology, to ask – why not?
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Questions please
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