Putting the future_in_focus

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Advertising Week Europe 2013 @ComScore 2013

Advertising Week Europe 2013 @ComScore 2013

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  • 1. Putting the Future in FocusAdvertising Week Europe 2013Analytics for the Digital WorldMike ShawVP Sales, Media21st March, 2013 © comScore, Inc. Proprietary.
  • 2. The real advertising capital of the world? © comScore, Inc. Proprietary. 2
  • 3. Ads should be seen, andsometimes heard…but definitely seenAnalytics for the Digital World © comScore, Inc. Proprietary.
  • 4. 3MS Initiative• #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 © comScore, Inc. Proprietary. 4
  • 5. Leading Global Brand Advertisers Participated North America Europe Asia PacificAllstate Not an exhaustive list. Includes advertisers currently working with comScore © comScore, Inc. Proprietary. vCE who have agreed to be named publicly.
  • 6. In-View Rates from Charter Studies US CA EU AsiaPac 69% 65% 67% 58% AVERAGE AVERAGE AVERAGE AVERAGE Campaign In-view ad rates ranged from: US 55% to 93% EU 64% to 72% CA 56% to 74% AsiaPac 20% to 73% © comScore, Inc. Proprietary. Source: comScore vCE Charter Study
  • 7. Digital Ad Economics:The Good Guys Aren’t Necessarily Winning Low correlation of In-View Rates & CPM R²=0.0373 An equally as weak correlation was also observed between CPM and ability to hit a primary demographic target © comScore, Inc. Proprietary. Source: comScore vCE Charter Study
  • 8. Validated Impression MeasurementAll in a Single ToolComprehensive measurement enables truly A single tag enables unduplicated measurementvalidated impression accounting across key dimensions in-view correct geography brand safety non-human traffic target audience © comScore, Inc. Proprietary. 8
  • 9. Visibility measures now part of Kellogg’s KPI analysis Avg. Impressions Impressions % In View Frequency 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.
  • 10. Where Kellogg’s Are Going:Building a foundation and moving toward near real-timedecision making and optimisation Near-Time Decisions and Optimisation Cost per Effective Advertising Audience Effectiveness Impression LONG-TERM: Insights Cross-Media Online measurement and Audience Delivery optimization Insights 2011 2012 2013 © comScore, Inc. Proprietary.
  • 11. Is Kellogg’s Strategy Working?The early results say ABSOLUTELY ROI results from Brand Market Mix Models Brand 1 ROI Brand 2 ROI 6x 5X 3X 2X ROI ROIYear 1 Year 2 1H 2011 Year 1 Year 2 1H 2011 © comScore, Inc. Proprietary.
  • 12. Brand Advertising Adoption"For us, clicks arent indicative of success.Were actively trying to figure out what otherreal-time signals we can find that show that ourmessage has broken through. Things likedwell-time, and viewability are some”.- Bob Arnold, Global Digital Strategy Director, Kellogg’s © comScore, Inc. Proprietary. 12
  • 13. Additional Resources• Changing How the World Sees Digital Advertising:http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Changing_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_Receives_MRC_Accreditation_for_Online_Campaign_Validation• Kellogg’s brand advertiser case study:http://www.comscore.com/Insights/Case_Studies/Advertising_Analytics_A_Kellogg_Case_Study © comScore, Inc. Proprietary. 13
  • 14. Why Data Fuels DigitalAdvertisingAnalytics for the Digital World © comScore, Inc. Proprietary.
  • 15. When Data Gets Too Big:Justin Bieber Has A Lot To Answer For © comScore, Inc. Proprietary. 15
  • 16. Device Proliferation Driving Data Collection Requirements PC/Mac Tablet Gaming TV Smartphone © comScore, Inc. Proprietary. V0113 16
  • 17. Engagement Across EU AudiencesIn the UK, Average Online Hours per Person Increased 5% Year over Year United Kingdom 37.3 Turkey 31.0 Netherlands 30.6 Poland 29.3 Finland 27.8 France 27.7Average Hours per Visitor Europe 26.9 Russian Federation 26.1 Norway 24.9 Germany 24.6 Spain 23.8 Belgium saw the strongest Belgium 22.4 growth of time spent per Sweden 22.0 visitor across Europe. Users spent an additional Portugal 20.6 2 hours online compared Denmark 20.6 to a year ago. Ireland 19.5 Italy 18.5 Switzerland 16.6 Austria 14.4 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 17
  • 18. 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 82% 74% Smartphone Dec-11 Dec-12 © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 18
  • 19. Tablets Are Here to Stay 7,000 +243% 6,000Smartphone Users (000) with Tablet 5,000 Over 6 million Brits had a smartphone 4,000 as well as a tablet in December 2012 3,000 2,000 1,000 0 Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending © comScore, Inc. Proprietary. December 2012, UK 13+ 19
  • 20. Device Share of Page Views Across Countries in EuropeNearly 1/3 of UK Page Views are from Mobiles and Tablets 65% 70% 75% 80% 85% 90% 95% 100% United Kingdom 68.1% 24.0% 6.8% Ireland 71.4% 21.8% 5.6%Russian Federation 74.8% 21.7% 3.4% Norway 86.4% 7.3% 6.2% Netherlands 86.5% 5.2% 8.1% Switzerland 86.6% 7.9% 5.2% Finland 87.6% 7.9% 4.3% Austria 88.5% 7.9% 3.5% Sweden 89.0% 7.2% 3.7% Denmark 89.3% 5.8% 4.7% Italy 89.6% 6.7% 3.5% Germany 90.2% 5.6% 3.3% Spain 91.0% 6.2% 2.3% Belgium 91.9% 3.4% 4.3% France 92.3% 4.6% 2.6% Portugal 94.0% 3.8% 2.1% Poland 95.7% 3.2% 1.0% Turkey 96.2% 2.3% 1.5% PC Mobile Tablet Other © comScore, Inc. Proprietary. Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views 20
  • 21. What Does Big Data Look Like for comScore? Measurement Events (Billions) 1,400 Ad Visibility Tagging 1,200 Digital 1,000 Analytix® Ad Tagging 800 CENSUS 600 Web Tagging 400 Video Tagging 200 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. 21
  • 22. The Truth Is Out There Network Logs User Site Panels Tags Dynamic Application Panels Tags © comScore, Inc. Proprietary. 22
  • 23. Turning Big Data Into Insight: Most Weekday Tablet Usage Occurs Between 8pm and 9pm Tablets popular at night PCs dominateShare of Device Page Traffic on a Typical Workday working hours Mobiles brighten the commute © comScore, Inc. Proprietary. Source: comScore Device Essentials, Monday, 21st January 2013, UK 23
  • 24. Turning Big Data Into Insight:Understanding unduplicated audiences across platforms Incremental audience of over 2m mobile-only users in UK for Sky Unduplicated 13.0 10.98 million million PC users 3.94 million Mobile users © comScore, Inc. Proprietary. Source: comScore MMX MP, UK, December 2012 24
  • 25. Turning Big Data Into Insight:Multi-screening is additive, not substitutional © comScore, Inc. Proprietary. Source: comScore/NBC ‘Billion Dollar Lab’, Q3 2012, US Audience
  • 26. A Pre-Cocktail Takeaway:Tag Your Content Today Go to comScore Direct (direct.comscore.com) © comScore, Inc. Proprietary. 26
  • 27. Thank YouMike ShawVP Sales, Mediamshaw@comscore.com www.comscore.com www.facebook.com/comscoreinc © comScore, Inc. Proprietary. 27 @comScoreEMEA
  • 28. ABOUT COMSCOREcomScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, deliveringinsights on web, mobile and TV consumer behaviour that enable clients to maximise the value of theirdigital investments.A preferred source of digital audience measurement, comScore offers a variety of on-demand softwareand custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, DigitalBusiness 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 bigdata analytics on a global scale for its more than 2,000 clients, which include leading companies such asAOL, 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!. STAY CONNECTED www.facebook.com/comscoreinc www.twitter.com/comScoreEMEA www.linkedin.com/company/comscore-inc www.youtube.com/user/comscore © comScore, Inc. Proprietary. 28