Putting the future_in_focus
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© comScore, Inc. Proprietary.
Putting the Future in Focus
Advertising Week Europe 2013
Analytics for the Digital World
Mike Shaw
VP Sales, Media
21st March, 2013
© comScore, Inc. Proprietary. 2
The real advertising capital of the world?
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Ads should be seen, and
sometimes heard…
but definitely seen
Analytics for the Digital World
© comScore, Inc. Proprietary. 4
• #1 - Shift from a “served” to a “viewable” impression standard
• #2 - Introduce an online Gross Ratings Point metric, providing reach and
frequency reporting of viewable impressions
• #3 - Implement a classification system and taxonomy for banner, rich media and
streaming video ads
• #4 - Define, standardize and accredit metrics for view-through reporting and
cumulative social activity
• #5 - Establish standards and vendor accreditation to improve the methodology for
online brand attitudinal studies
3MS Initiative
© comScore, Inc. Proprietary.
North America Europe Asia Pacific
Allstate
Not an exhaustive list. Includes advertisers currently working with comScore
vCE who have agreed to be named publicly.
Leading Global Brand Advertisers Participated
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Campaign In-view ad rates ranged from: US 55% to 93% EU 64% to 72% CA 56% to 74% AsiaPac 20% to 73%
US
69% AVERAGE
67% AVERAGE
EU
65% AVERAGE
CA
58% AVERAGE
AsiaPac
In-View Rates from Charter Studies
Source: comScore vCE Charter Study
© comScore, Inc. Proprietary.
Digital Ad Economics:
The Good Guys Aren’t Necessarily Winning
Low correlation of In-View Rates & CPM
An equally as weak correlation was also observed between CPM and
ability to hit a primary demographic target
R²=0.0373
Source: comScore vCE Charter Study
© comScore, Inc. Proprietary. 8
Comprehensive measurement enables truly
validated impression accounting
A single tag enables unduplicated measurement
across key dimensions
in-view
correct geography
brand safety
non-human traffic
target audience
Validated Impression Measurement
All in a Single Tool
© comScore, Inc. Proprietary.
Visibility measures now part of Kellogg’s KPI analysis
Impressions Impressions Avg.
Frequency % In View
Targeting Index % on Target Total Campaign Total Campaign
Campaign Total 116 30.3% 3.1 72%
Publisher 1 76 19.9% 3.9 67%
Publisher 2 94 24.7% 1.9 64%
Publisher 3 93 24.5% 2 74%
Publisher 4 147 38.6% 7.8 70%
Publisher 5 191 50.0% 2.4 87%
© comScore, Inc. Proprietary.
Where Kellogg’s Are Going:
Building a foundation and moving toward near real-time
decision making and optimisation
Online Audience Delivery Insights
Advertising Effectiveness Insights
Cost per Effective Audience Impression
Near-Time Decisions and Optimisation
2011 2012
LONG-TERM:
Cross-Media
measurement and
optimization
2013
© comScore, Inc. Proprietary.
Is Kellogg’s Strategy Working?
The early results say ABSOLUTELY
ROI results from Brand Market Mix Models
ROI
3X
6x
Year 1 Year 2 1H 2011
ROI 2X
5X
Year 1 Year 2 1H 2011
Brand 1 ROI Brand 2 ROI
© comScore, Inc. Proprietary. 12
"For us, clicks aren't indicative of success.
We're actively trying to figure out what other
real-time signals we can find that show that our
message has broken through. Things like
dwell-time, and viewability are some”.
- Bob Arnold, Global Digital Strategy Director, Kellogg’s
Brand Advertising Adoption
© comScore, Inc. Proprietary. 13
• Changing How the World Sees Digital Advertising:
http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Cha
nging_How_the_World_Sees_Digital_Advertising
• 3MS Site: http://www.iab.net/mmms
• MRC accreditation overview for campaign validation:
http://www.comscore.com/Insights/Press_Releases/2012/8/comScore_vCE_Re
ceives_MRC_Accreditation_for_Online_Campaign_Validation
• Kellogg’s brand advertiser case study:
http://www.comscore.com/Insights/Case_Studies/Advertising_Analytics_A_Ke
llogg_Case_Study
Additional Resources
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Why Data Fuels Digital
Advertising
Analytics for the Digital World
© comScore, Inc. Proprietary. 15
When Data Gets Too Big:
Justin Bieber Has A Lot To Answer For
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Device Proliferation Driving Data Collection Requirements
Tablet PC/Mac TV Smartphone Gaming
V0113
© comScore, Inc. Proprietary. 17 Source: comScore MMX, December 2012, Europe 15+
Engagement Across EU Audiences
In the UK, Average Online Hours per Person Increased 5% Year over Year
37.3
31.0
30.6
29.3
27.8
27.7
26.9
26.1
24.9
24.6
23.8
22.4
22.0
20.6
20.6
19.5
18.5
16.6
14.4
United Kingdom
Turkey
Netherlands
Poland
Finland
France
Europe
Russian Federation
Norway
Germany
Spain
Belgium
Sweden
Portugal
Denmark
Ireland
Italy
Switzerland
Austria
Ave
rag
e H
ou
rs p
er
Vis
ito
r
Belgium saw the strongest
growth of time spent per
visitor across Europe.
Users spent an additional
2 hours online compared
to a year ago.
© comScore, Inc. Proprietary. 18
74% 82%
Dec-11 Dec-12
Smartphone
Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
More Than 8 in 10 Newly Acquired Devices are Smartphones
UK smartphone
penetration is at
64%, but 82% of
phones acquired
in December were
smartphones
© comScore, Inc. Proprietary. 19 Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending
December 2012, UK 13+
Tablets Are Here to Stay
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Sm
art
ph
on
e U
se
rs (
00
0)
wit
h T
ab
let
+243%
Over 6 million Brits
had a smartphone
as well as a tablet in
December 2012
© comScore, Inc. Proprietary. 20 Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views
Device Share of Page Views Across Countries in Europe
Nearly 1/3 of UK Page Views are from Mobiles and Tablets
68.1%
71.4%
74.8%
86.4%
86.5%
86.6%
87.6%
88.5%
89.0%
89.3%
89.6%
90.2%
91.0%
91.9%
92.3%
94.0%
95.7%
96.2%
24.0%
21.8%
21.7%
7.3%
5.2%
7.9%
7.9%
7.9%
7.2%
5.8%
6.7%
5.6%
6.2%
3.4%
4.6%
3.8%
3.2%
2.3%
6.8%
5.6%
3.4%
6.2%
8.1%
5.2%
4.3%
3.5%
3.7%
4.7%
3.5%
3.3%
2.3%
4.3%
2.6%
2.1%
1.0%
1.5%
65% 70% 75% 80% 85% 90% 95% 100%
United Kingdom
Ireland
Russian Federation
Norway
Netherlands
Switzerland
Finland
Austria
Sweden
Denmark
Italy
Germany
Spain
Belgium
France
Portugal
Poland
Turkey
PC Mobile Tablet Other
© comScore, Inc. Proprietary. 21
What Does Big Data Look Like for comScore?
0
200
400
600
800
1,000
1,200
1,400
Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12
Measurement Events (Billions)
PANEL
CENSUS
Ad Visibility Tagging
Digital
Analytix®
Ad Tagging
Web
Tagging
Video
Tagging
© comScore, Inc. Proprietary. 22
The Truth Is Out There
Network Logs
Site
Tags
Application
Tags
Dynamic
Panels
User
Panels
© comScore, Inc. Proprietary. 23
Sh
are
of
De
vic
e P
ag
e T
raff
ic o
n a
Typ
ica
l W
ork
da
y
Mobiles brighten the commute
Source: comScore Device Essentials, Monday, 21st January 2013, UK
Turning Big Data Into Insight:
Most Weekday Tablet Usage Occurs Between 8pm and 9pm
Tablets popular
at night PCs dominate
working hours
© comScore, Inc. Proprietary. 24
Incremental audience of over 2m mobile-only users in UK for Sky
3.94 million Mobile users
10.98 million PC users
Unduplicated
13.0
million
Turning Big Data Into Insight:
Understanding unduplicated audiences across platforms
Source: comScore MMX MP, UK, December 2012
© comScore, Inc. Proprietary.
Turning Big Data Into Insight:
Multi-screening is additive, not substitutional
Source: comScore/NBC ‘Billion Dollar Lab’, Q3 2012, US Audience
© comScore, Inc. Proprietary. 26
A Pre-Cocktail Takeaway:
Tag Your Content Today
Go to comScore Direct (direct.comscore.com)
© comScore, Inc. Proprietary. 27
Thank You
Mike Shaw
VP Sales, Media
www.comscore.com
www.facebook.com/comscoreinc
@comScoreEMEA
© comScore, Inc. Proprietary. 28
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering
insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their
digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software
and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital
Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure,
the comScore Census Network™ (CCN) captures trillions of digital interactions a month to power big
data analytics on a global scale for its more than 2,000 clients, which include leading companies such as
AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox,
LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon,
ViaMichelin and Yahoo!.
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