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How to Analyse Traffic - Presentation by Mike Pilcher, SVP Sales EMEA of comScore at the NOAH 2012 Conference in London, Old Billingsgate on the 7th of November 2012.

How to Analyse Traffic - Presentation by Mike Pilcher, SVP Sales EMEA of comScore at the NOAH 2012 Conference in London, Old Billingsgate on the 7th of November 2012.

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ComScore - NOAH12 London Presentation Transcript

  • 1. Better Analytics forBigger GrowthMIKE PILCHER | SVP, EMEA08 November 2012
  • 2. We Provide Analytics for a Digital World NASDAQ SCOR Clients 2,000+ Worldwide Employees 1,000+ Headquarters Reston, Virginia, USA Measurement from 172 Countries; Global Coverage 44 Markets Reported Local Presence 32 Locations in 23 Countries Big Data 1 Trillion Events Captured Monthly Experience © comScore, Inc. Proprietary. 2
  • 3. We have first-hand knowledge of handling “Big Data” Measurement Events (Billions) 1,400 validated Campaign Essentials™ (vCE™) 1,200 Digital 1,000 Analytix® Campaign 800 Essentials™ 717 Billion PVs PC Internet (US) 600 Web Census CENSUS 400 Video 200 Census PANEL 0 Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12 © comScore, Inc. Proprietary. 3
  • 4. Measure what Matters:Here’s what you need to know1.  Watch the Market © comScore, Inc. Proprietary. 4
  • 5. Europe is one of the largest markets for social networkingby number of unique visitors and engagement %  Share  of  Social  Networking  Visitors  and  Minutes  by  Region   Source:  comScore  MMX,  May-­‐2012          Europe          North  America          Asia  Pacific          LaOn  America          Middle  East  -­‐  Africa   9%   11%   10%   15%   34%   18%   19%   17%   38%   29%   Share  of  Visitors   Share  of  Minutes   © comScore, Inc. Proprietary. 5
  • 6. Online Video is Now a Prominent Channel More than 245 billion videos have been watched worldwide in September alone © comScore, Inc. Proprietary. 6 Source: comScore Video Metrix, Worldwide, Age 15+, September 2012
  • 7. Worldwide Video Engagement Increased 22 PercentContinuing a Shift from Short-Form to Long-Form Content 1212 51 billion 997 minutes spent Sep-11 watching Sep-12 online videos Minutes per Viewer © comScore, Inc. Proprietary. 7 Source: comScore Video Metrix, Worldwide, Age 6+, September 2011 vs 2012
  • 8. Measure what Matters:Here’s what you need to know1.  Watch the Market2.  Know your Consumer © comScore, Inc. Proprietary. 8
  • 9. Mobiles and tablets are shifting the way consumersaccess online content † Source: comScore Device Essentials, June 2012, Europe * Source: comScore MobiLens, 3 month average June 2011 vs June 2012, EU5, © comScore, Inc. Proprietary. 9 13+
  • 10. Smartphones are a key driver of this fragmentation Share of U.K. Web Page Views by Platform100% 8% from Non- 95% PCs 16% from Non- PCs 90% Other Tablet 85% Mobile PC 80% 75% © comScore, Inc. Proprietary. 10
  • 11. Retail and electronic payments were two of the fastest growing content categories accessed on a smartphone Top 10 Smartphone Categories by Growth 24,961 social networking check-in service 9,867 +153% 20,594 online retail 10,677 +93% 17,347 electronic payments 9,108 +90%# Unique Users (000) 31,631 general reference 16,818 +88% 28,413 bank accounts 15,520 +83% 48,698 instant messaging 26,651 +83% 22,442 food, recipes, cooking tips 12,365 +81% 14,661 credit cards 8,189 +79% 60,466 weather 33,990 +78% 11,190 health information 6,315 +77% 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 % YoY Growth June 2012 June 2011 © comScore, Inc. Proprietary. 11 Source: comScore, MobiLens, 3 month average June 2012; Country: EU5, N= 67,650
  • 12. Measure what Matters:Here’s what you need to know1.  Watch the Market2.  Know your Consumer3.  In-view is in Fashion © comScore, Inc. Proprietary. 12
  • 13. Ad visibility is hitting the headlines around the world“Digital Action Group members are demanding greatertransparency in the increasingly complex digitaltrading ecosystem.” -- Alex Tait, ISBA Digital ActionGroup Chairman (UK Advertisers) Auch die Standardisierung der Visibilitätsmessung ist für den Leistungsnachweis von zentraler Bedeutung und muss mit hoher Priorität weiter vorangetrieben werden. -- Susanne Wallraff, Head of Media Danone The standardisation of visibility is a key measure of performance and must be given the highest priority. © comScore, Inc. Proprietary. 13
  • 14. The EU Charter study reveals how validated ads canimpact the future of digital and cross-media measurement 23 campaigns 14 advertisers 1.4 billion impressions 237,000 sites © comScore, Inc. Proprietary. 14
  • 15. In-view is defined as an ad impression with at least 50%of the ad’s pixels visible for one second or more US EU 69% 63% AVERAGE AVERAGE Campaign In-view ad rates ranged from: US 55% to 93% EU 31% to 72% © comScore, Inc. Proprietary. 15 Source: comScore EU Charter Study, Mar-Aug 2012
  • 16. Position vs. Duration Ad 1  Current pricing norms are 3.4 Seconds highly affected by position on the page, as an imperfect surrogate for viewability  When Ad 5 is viewable, its duration is longer than Ads Ads 2,3,4 1-4 6 Seconds –  Ad 5 could be the most valuable ad on the page  Ad 5 can be priced as premium inventory if sold on the basis of a viewable impression CPM Ad 5 12 Seconds © comScore, Inc. Proprietary. 16
  • 17. Digital Ad Economics:The Good Guys Aren’t Necessarily Winning Figure 8 Correlation of In-View Rates & CPM R = 0.03729 Low correlation of In-View Rates & CPM 300 300 R2 = 0.0373 250 250 R²=0.0373 200 200 CPM INDEX CPM Index 150 150 100 100 50 50 0 - 0% 0% 20% 20% 40% 40% 60% 60% 80% 80% 100% 100% 120% % of Ads In-View % OF ADS IN-VIEW An equally as weak correlation was also observed between CPM and ability to hit a primary demographic target © comScore, Inc. Proprietary. 17
  • 18. Measure what Matters:Here’s what you need to know1.  Watch the Market2.  Know your Consumer3.  In-view is in Fashion4.  Keep it Lean © comScore, Inc. Proprietary. 18
  • 19. Option – Build or Partner? Build Partner or In the cloud Data as a service Demographic overlay Dictionary as a service Integrated advertising analytics Data in – Information Out © comScore, Inc. Proprietary. 19
  • 20. ITAL IX DIG LYT ANA N CE DIE NT AU ME URE M EASLeverage a single, fast tagto power comScore Media Metrix® + Digital Analytix®
  • 21. Measure what Matters:Here’s what you need to know1.  Watch the Market2.  Know your Consumer3.  In-view is in Fashion4.  Keep it Lean5.  Trust the Experts © comScore, Inc. Proprietary. 21
  • 22. Smarter and FasterWe empower clients to leverage comScore data with their ownproprietary data to maximise the value of their digital investments Maximise Value of Digital Investments comScore Data Customer Data Global Panel & Census Network Web, Mobile, Video, CRM, etc.
  • 23. Our View of the World Big Disruption Big Data Big Insights Big Opportunities © comScore, Inc. Proprietary. 23
  • 24. Thank youMIKE PILCHERSENIOR VICE PRESIDENT, EUROPEmpilcher@comscore.com
  • 25. - w . a-o f ec. m w wn hc n r e o o en c- wt ro n ac n r c ti . m/o ho f e e tc e en- w .cb o. m/O H o f ec w wf e o k o N A C n r e a c en
  • 26. - w . a-o f ec. m w wn hc n r e o o en c- wt ro n ac n r c ti . m/o ho f e e tc e en- w .cb o. m/O H o f ec w wf e o k o N A C n r e a c en