MIXX 2013: comScore "Brave New Digital World"

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What media measurement businesses must address. Presented by Brent Bernie, President of comScore Canada. This presentation was given at IAB Canada's MIXX Conference in March 2013.

What media measurement businesses must address. Presented by Brent Bernie, President of comScore Canada. This presentation was given at IAB Canada's MIXX Conference in March 2013.

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  • 1. The Brave New Digital World A Manifesto for the Future of Digital Media and Analytics Brent Lowe-Bernie IAB Canada MIXX Conference March 21st, 2013 © comScore, Inc. Proprietary.
  • 2. Agenda  The Reality Out There  Digital Consumption Used to Be Simple  10 Principles for the Future of Digital Media Measurement & Analytics  What Does This Mean For Canada?  Key Takeaways © comScore, Inc. Proprietary. 2
  • 3. The Reality Out There What is really going on with consumers? © comScore, Inc. Proprietary.
  • 4. Canadians continue to be highly engaged online compared to the rest of the world Online Visitation and Engagement Q4 2012* Average Monthly Unique Visitors (000) Average Monthly Hours per Visitor Average Monthly Pages per Visitor Average Monthly Visits per Visitor 1,519,489 24.6 2,278 60 China 342,334 17.6 1,621 54 United States 188,743 43.0 3,709 97 Japan 73,577 21.9 2,244 52 Russian Federation 60,922 25.0 2,835 63 Germany 52,373 24.7 2,681 64 Brazil 45,762 27.9 2,345 59 France 43,176 27.9 2,681 75 United Kingdom 39,318 38.9 3,432 88 Italy 28,653 19.0 1,908 47 Canada 25,497 Geography Worldwide © comScore, Inc. 2nd Proprietary. 41.3 1st 3,731 1st *Ranking in table is based on Average Monthly Unique Visitors in Q4 2012 for selected geographies Source: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012 101 4
  • 5. Online video engagement in Canada is high compared to the rest of the world Online Video Viewership and Engagement Q4 2012* Average Monthly Unique Viewers (000) Average Monthly Hours per Viewer Average Monthly Videos per Viewer 1,277,913 18.9 180 United States 164,452 21.8 288 Russian Federation 50,773 21.9 181 Germany 44,126 22.4 188 Brazil 39,672 11.4 134 France 37,609 18.7 204 United Kingdom 33,381 30.4 300 Italy 23,800 20.7 191 Canada 23,357 Geography Worldwide © comScore, Inc. Proprietary. 2nd 24.8 2nd 291 *Ranking in table is based on Average Monthly Unique Visitors in Q4 2012 for selected geographies Source: comScore, Inc., Video Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012 5
  • 6. The rise of the visual web © comScore, Inc. Proprietary. 6
  • 7. Tumblr, Pinterest & Instagram among the hottest growth sites in 2012 U.S. Unique Visitor Trend (000) Tumblr Pinterest Y/Y Growth Instagram 35,000 30,000 25,000 +64% 20,000 15,000 +284% 10,000 5,000 0 Dec-2011 Mar-2012 Jun-2012 © comScore, Inc. Proprietary. Sep-2012 Dec-2012 Source: comScore, Inc., Media Metrix, US, Home & Work, Persons: 2+, Dec 2011 – Dec 2012 +16,779% 7
  • 8. Tumblr, Pinterest & Instagram among the hottest growth sites in 2012 CA Unique Visitor Trend (000) Tumblr Pinterest Y/Y Growth Instagram 7,000 6,000 5,000 +80% 4,000 3,000 +595% 2,000 1,000 0 Dec-2011 Mar-2012 Jun-2012 © comScore, Inc. Proprietary. Sep-2012 Dec-2012 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Dec 2011 – Dec 2012 +34,670% 8
  • 9. Mobile devices represent critical access platform for many social sites Virtually All Time Spent on Instagram and Foursquare Comes from Mobile Devices Share of Minutes on PC Tumblr Share of Minutes on Mobile 87% LinkedIn 13% 81% Myspace 19% 55% Pinterest 45% 52% Facebook 48% 50% Twitter 50% 30% 70% Instagram 1% 99% Foursquare 1% 99% © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix Multi-Platform, US, Nov 2012 Note: The data cited above are part of a beta release. As such, they are preliminary and subject to further testing and analysis. These data are not comScore data of record 9
  • 10. More than 13% of web traffic now comes from smartphones and tablets…and it’s doubled in a year! Share of Total Web-Based Page Views by Platform Smartphone Tablet Other 4.2% 4.3% 4.5% 4.5% 4.7% 4.0% 3.6% 2.4% 1.5% 1.8% 1.9% 2.0% 2.1% 3.2% 2.8% 3.0% 3.5% 2.2% 6.1% 5.4% 5.6% 4.8% 5.1% 5.3% 4.1% 3.8% 4.0% 3.9% 4.0% 4.3% © comScore, Inc. Proprietary. 6.9% 7.9% 7.6% 7.6% 8.3% 8.1% Source: comScore, Inc., Device Essentials, US, Jun 2011 – Nov 2012 10
  • 11. …and that doesn’t even account for applications, which represent 4 out of every 5 minutes spent on smartphones today Amazon Leads Target and Walmart by Large Margin in Use of Applications Application vs. Mobile Web: Share of Time Spent on Smartphones Application Mobile Web Cooliris 100% Apple 100% Instagram 99% 1% Netflix 99% 1% Twitter 98% 2% Zynga 97% EA Online 3% 95% 5% Pinterest 93% 7% Facebook 93% 7% Google 83% 17% eBAY 82% 18% Yahoo! 82% 18% Amazon 82% 18% Pandora 78% ESPN 57% Target Walmart 22% 43% 37% 24% © comScore, Inc. 63% 76% Proprietary. Source: comScore, Inc., Mobile Metrix, US, Nov 2012 11
  • 12. Smartphone penetration surges past 54% of mobile users in the U.S. 127+ Million Smartphone Subscribers 127 104 More Than 23 Million Added in Past 12 Months Dec-2011 Dec-2012 © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, US, Persons: 13+, Dec 2011 – Dec 2012 12
  • 13. Smartphone penetration surges past 62% of mobile users in Canada 13+ Million Smartphone Subscribers 14 Nearly 5 Million Added in Past 12 Months 9 Dec-2011 Dec-2012 © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2011 – Dec 2012 13
  • 14. Smartphone penetration increased by 17 pts. in the Canadian market Smartphone Market Penetration by Percent of Mobile Subscribers Smartphone Feature Phone 38% 55% +17 pts. 62% 45% Dec-2011 © comScore, Inc. Dec-2012 Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011 14
  • 15. Tablets already used by 48 million American owners, a level it took smartphones nearly 10 years to reach We Now Live in the Post-PC Paradigm Number of Device Owners 120 MILLION 50 MILLION © comScore, Inc. Proprietary. Source: comScore, Inc., TabLens, US, Persons: 13+, 2010 – 2012 Source: comScore, Inc., MobiLens, US, Persons: 13+, 2001 – 2012 15
  • 16. Watching video on mobile phone leads as fastest-growing mobile category Fastest Growing Mobile Content Categories by Number of Subscribers (Millions) +179% Watched Video Digital Books/Magazines +62% Online Retail +60% Electronic Payments +56% Home/Lifestyle +53% Credit Cards +51% Men's Magazine Content +50% Travel Service +48% Beauty/Fashion/Style +47% Kids and Family +47% 0 10 20 30 Oct-2012 © comScore, Inc. Proprietary. 40 50 60 Oct-2011 Source: comScore, Inc., MobiLens, US, Persons: 13+, Oct 2012 vs. Oct 2011 16
  • 17. Entertainment, News, Sports, Weather, Social and Coupons attract the largest audiences from Mobile* channels PC-Based Visitors Cooliris Exclusive Mobile Visitors 55,051% Zynga 182% Pandora 152% Groupon 118% AccuWeather 111% New York Times 77% Instagram 59% Verizon 50% Clear Channel 49% ToneMedia 46% Twitter 43% ESPN 41% AT&T 38% Netflix 37% Yelp 35% © comScore, Inc. Proprietary. *Includes Smartphones and Tablets Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012 Note: The data cited above are part of a beta release. As such, they are preliminary and subject to further testing and analysis. These data are not comScore data of record 17
  • 18. Smartphone subscribers watching videos on their mobile devices increased 21 pts. in the last year Percent of Smartphone Subscribers Watching TV and/or Video on Mobile Phone 37% +21 pts. 16% Dec-2011 © comScore, Inc. Dec-2012 Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011 18
  • 19. Digital consumption used to be simple… PC/Mac © comScore, Inc. Proprietary. 19
  • 20. … not anymore Today, new platforms are being adopted at increasingly higher rates Tablet © comScore, Inc. Proprietary. PC/Mac TV Smartphone 20
  • 21. Everyday… CONTENT is consumed PCs Tablets rule our days across multiple DEVICES Smartphones rule our mornings by the same PERSON One Day © comScore, Inc. Proprietary. 21
  • 22. Reinventing our relationship with News & Information 43% Read Magazines on Their Tablet* © comScore, Inc. Proprietary. *Source: comScore, Inc., TabLens, US 22
  • 23. Creating new ways to shop 4 in 10 Bought Goods & Services on Their Tablet* © comScore, Inc. Proprietary. *Source: comScore, Inc., TabLens, US 23
  • 24. Changing how we watch television More than 50% of Tablet Owners Watch Video and Television on their Tablet* © comScore, Inc. Proprietary. *Source: comScore, Inc., TabLens, US 24
  • 25. Insight: Which properties have the highest incremental audiences coming from mobile channels? PC-Based Visitors Zynga 182% Pandora.com 152% Groupon 118% AccuWeather Sites Exclusive Mobile Visitors 111% New York Times Digital 77% Instagram.com 59% Verizon Communications Corporation 50% Clear Channel Online 49% ToneMedia 46% Twitter.com 43% ESPN 41% AT&T, Inc. 38% Netflix.com 37% Yelp.com 35% © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012 25
  • 26. Insight: How many incremental viewers come from video? PC-Based Visitors NDN 99% Vimeo 45% Hulu 37% Sony Online 35% Disney Online 31% Discovery Digital Media Sites 27% VEVO Exclusive Video Visitors 10% Break Media 8% CraveOnline 8% AOL, Inc. 8% Dow Jones & Company 7% Totallyher 5% CBS Interactive 5% Turner Digital 4% MySpace 4% © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012 26
  • 27. Insight: What share of time spent comes from PC vs. Mobile? Share of Minutes on PC Total Internet Foursquare.com Instagram.com Twitter.com Share of Minutes on Mobile 67% 33% 1% 99% 1% 99% 30% Facebook.com 70% 50% Pinterest.com 50% 52% Myspace 48% 45% 55% Linkedin 81% Tumblr.com 87% © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012 19% 13% 27
  • 28. Insight: Which properties have the highest incremental portion of mobile audiences coming from tablet channels? Smartphone Visitors Exclusive Tablet Visitors Total Internet 88% 12% Disney Online 69% 31% Discovery Digital Media Sites 69% 31% Dow Jones & Company 69% 31% Weather Channel, The 71% 29% Demand Media 74% 26% Everyday Health 75% 25% Hearst Corporation 76% 24% Fox News Digital Network 78% 22% Gannett Sites 79% 21% New York Times Digital 80% 20% © comScore, Inc. Proprietary. Source: comScore, Inc., Mobile Metrix, US, Oct 2012 Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012 28
  • 29. The digital world… © comScore, Inc. Proprietary. 29
  • 30. Taking a look at the media marketplace as a whole and not just digital © comScore, Inc. Proprietary. 30
  • 31. 10 Principles for the Future of Digital Media Measurement & Analytics © comScore, Inc. Proprietary.
  • 32. #1 All media including television are going digital, measurement must follow the same page Issue: Traditional media measurement methods (i.e. panels) are insufficient Solution: Census data holds the key to multi-platform audience overlap © comScore, Inc. Proprietary. 32
  • 33. #2 Measurement must translate from pixels to people Issue: People buy things, screens do not buy things Solution: Census data alone will not do, panels are required to define populations © comScore, Inc. Proprietary. 33
  • 34. #3 Multi-platform measurement must integrate census data sources to deliver reporting at big data scale Issue: Scale of reporting: fragmentation requires depth of sample Solution: Broad media behaviors are not enough and granularity is required to make multi-platform reporting work © comScore, Inc. Proprietary. 34
  • 35. #4 Holistic reporting should provide a unified, platformagnostic view of consumer behavior Issue: Consumers don’t focus on the device they use to consume content, they focus on the content Solution: Device-specific measurement will still exist, but will be a subset of de-duplicated measurement across all platforms/devices as this will be the currency in the future © comScore, Inc. Proprietary. 35
  • 36. #5 Viewable impressions are the standard needed for true cross-media comparability Issue: TV advertising has an “opportunity to see” standard, which is agreed upon and accepted by the industry, whereas digital doesn’t yet have this standard Solution: Viewable impression standards are based on the same “opportunity to see” principle, helping to align TV and digital and to create apples-to-apples comparability © comScore, Inc. Proprietary. 36
  • 37. #6 Common metrics should be used to facilitate multiplatform planning and optimization Issue: Impressions and clicks define online campaign measurement, but are imperfect metrics Solution: Evolving metrics, such as view-through, ad hover and engagement time drive significantly higher correlation rates to campaign effectiveness than CTRs © comScore, Inc. Proprietary. 37
  • 38. #7 Measurement of ad effectiveness should use metrics that matter, not just those that are easy to measure Issue: Lack of consistent metrics fuels the operational divide between traditional and digital teams Solution: Demos, R/F and GRP should be the backbone of crossmedia strategy Any additional metrics, such as validated impressions and behavioral impressions, should then help with the targeting techniques required by different platforms © comScore, Inc. Proprietary. 38
  • 39. #8 End-to-end advertising analytics should speak the same language Issue: Effective campaign management requires simplicity and seamlessness, but this almost never happens Solution: Single ad tags need to be used across all platforms so that pre-campaign planning, in-flight optimization and post-campaign evaluation can flow together © comScore, Inc. Proprietary. 39
  • 40. #9 Measurement must evolve toward real-time and eventually predictive-analytics Issue: Past is prologue, but only to a point Solution: Real-time analytics offer greater in-flight optimization opportunities to reduce waste and maximize value We will also evolve towards greater use of accurate predictive analytics to improve optimizations © comScore, Inc. Proprietary. 40
  • 41. #10 Data should have a common global framework, but provide local insight Issue: Companies are global, but standards are local Solution: Analytics providers will continue their (our) push to address this for you, so keep this in mind as you plan campaigns © comScore, Inc. Proprietary. 41
  • 42. What Does This Mean In Canada? • Digital Fragmentation increases the need for all channel measurement • Mobile Usage Accentuates the Need • Real Time Measurement Already Required & Will Become More Important • Silo Measurement will become a thing of the past • Cross Silo Real Time Measurement is the key • New Metrics Will Develop to Measure Cross Platform • From there New Currencies will be born • Canada has the opportunity to lead the world © comScore, Inc. Proprietary. 42
  • 43. Key Takeaways • Canadians continue to be in the top countries in the world in digital content consumption • It’s the Year of Mobile as digital consumption fragments • Measurement of cross platform digital and beyond digital must become a reality • Holistic reporting should provide a unified, platformagnostic view of consumer behavior • The consumer and content need to be put at the center of measurement • Measurement must become more real time and eventually more predictive © comScore, Inc. Proprietary. 43
  • 44. Thank You www.comscore.com www.facebook.com/comscoreinc Brent Lowe-Bernie @comScore bbernie@comscore.com © comScore, Inc. Proprietary.