Paul goode icare_com_score_may_2014

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Paul goode icare_com_score_may_2014

  1. 1. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 1 The Next Generation of Media Measurement How better metrics enable online branding in the UK PAUL GOODE, SVP REGIONAL MARKETING
  2. 2. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 2 AD SPEND in UK
  3. 3. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 3 £6.3bn IAB UK: THE UK DIGITAL MEDIA MIX (% SHARE OF REVENUES 2013) 55% Full year 2013 total Paid for search Source: IAB / PwC digital adspend full year 2013 30%Display 14%Classified Category 2012 Share Search 57% Display 27% Classified 15% 1%Other
  4. 4. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 4 £1,862m IAB UK: BANNERS + EMBEDDED FORMATS + VIDEO = 92% OF DIGITAL DISPLAY 52% Full year 2013 display totalBanners £962m Other 1% – £23m Interruptive formats 1% – £16m Tenancies 1% – £12m Dedicated tablet 2% – £34m Sponsorship 3% – £57m Online video 17% – £325m Banner in social 23% – £433m Source: IAB / PwC digital adspend full year 2013
  5. 5. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 5 £1.031bn Source: IAB / PwC digital adspend full year 2013 IAB UK: MOBILE AD SPEND TOTAL MOBILE MARKET 2013 £528.5m TOTAL MOBILE MARKET 2012
  6. 6. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 6 IAB UK: BRAND ADVERTISING ONLINE IS 17% OF TOTAL 2009 2010 2011 2012 2013 10% 12% 12% 13% 14% 14% 14% 15% 15% 17% Source: IAB estimate based on IAB / PwC digital adspend full year 2013 H1 H2 H1 H2 H1 H2 H1 H2 H1 H2
  7. 7. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 7 INGREDIENTS OF DIGITAL SUCCESS IN THE UK 1.  Deregulated markets & competition in internet access & mobile 2.  English speaking, European HQ for us internet & media companies, size/GDP 3.  London - media & advertising hub, attracting global talent 4.  No ads on BBC TV. Number of TV ads limited on commercial channels 5.  Openness, IAB UK, media measurement, desire to learn what is next
  8. 8. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents© comScore, Inc. EVOLUTION OF DIGITAL MEDIA
  9. 9. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 9 Publisher BRAND PERFORMANCE Advertiser Agency Advertiser Publisher Publisher CHAPTER 1: MEDIA BUYS PLANNED ON KNOWN PUBLISHERS; SEDUCTIVE POWER OF THE CLICK AD SERVER TRADING CURRENCY
  10. 10. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 10 PLANNING CURRENCY CHAPTER 2: PLANNING TOOLS REPORT PEOPLE & MORE SITES. NOT ALIGNED TO TRADING CURRENCY Publisher Advertiser Agency Advertiser Publisher Publisher BRAND PERFORMANCE AD SERVER TRADING CURRENCY
  11. 11. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 11 NETWORKS& EXCHANGES ? CHAPTER 3: AD NETWORKS/EXCHANGES LOSS OF CONTROL ON WHERE ADS RUN. CONTENT MATTERS PLANNING CURRENCY Publisher Advertiser Agency Advertiser Publisher Publisher BRAND PERFORMANCE AD SERVER TRADING CURRENCY
  12. 12. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 12 Programmatic & 1st & 3rd PARTY DATA CHAPTER 4: PROGRAMMATIC + DATA OFFER PROMISE TO BUY AUDIENCES, NOT MEDIA PROXIES NETWORKS& EXCHANGES PLANNING CURRENCY Publisher Advertiser Agency Advertiser Publisher Publisher BRAND PERFORMANCE AD SERVER TRADING CURRENCY
  13. 13. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 13 TV GRPs PRINT GRPs DIGITAL vGRPs CHAPTER 5: PERSON-BASED TRADING METRICS WITH VIEWABILITY AND AUDIENCE GUARANTEES Publisher Advertiser Agency Advertiser Publisher Publisher BRAND PERFORMANCE
  14. 14. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 14 TV PRINT DIGITAL CHAPTER 6: CROSS MEDIA ALIGNMENT WITH COMPREHENSIVE MARKETING MIX MODELS Publisher Advertiser Agency Advertiser Publisher Publisher BRAND PERFORMANCE
  15. 15. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 15 Global Advertisers drive move to Viewability & Audience Guarantees. Download at www.comscore.com/bestpractices “Making Measurement Make Sense” Driving the move from trading on Served Impressions to Person-based Metrics
  16. 16. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 16 “At Kellogg’s we have tripled our digital marketing spend over the past few years… One of the key factors justifying this shift is the ability to measure every impression – from viewability to targeting effectiveness” Matt Pritchard, European Digital Director at Kellogg Company
  17. 17. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 17 FROM PLATFORMS TO PEOPLE: BETTER DIGITAL PLANNING in UK
  18. 18. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents MULTI-PLATFORM MAJORITY69% = Source: comScore MMX Multi-Platform - % of Total Digital Population using more than one platform out of Computer, Phone or Tablet
  19. 19. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents NEW DEVICES = NEW DIGITAL TIME. PEAK PC Source: comScore MMX MP Feb 2012 Feb 2014 AVERAGE PC MINS / USER AVERAGE PC MINS / USER AVERAGE TOTAL DIGITAL POPULATION MINS / USER
  20. 20. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Demographics BEST AVAILABLE SCREEN?
  21. 21. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents time/place emotional / rational content Demographics BEST AVAILABLE SCREEN?
  22. 22. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Demographics BEST AVAILABLE SCREEN?
  23. 23. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents BEST SCREEN FOR CAR BRAND WITH YOUNG MOBILE AUDIENCE? TOPGEAR PC TOPGEAR MOBILE / TABLET GUMTREE (CARS, VANS, MOTORBIKES) PC GUMTREE (C,V,M) MOBILE / TABLET AUTOTRADER PC AUTOTRADER MOBILE / TABLET Platform % Split Source: comScore MMX MP 5,855 2,187 760 Total Digital Population (000s)
  24. 24. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents BEST SCREEN FOR CAR BRAND WITH YOUNG MOBILE AUDIENCE? TOPGEAR PC TOPGEAR MOBILE / TABLET GUMTREE (CARS, VANS, MOTORBIKES) PC GUMTREE (C,V,M) MOBILE / TABLET AUTOTRADER PC AUTOTRADER MOBILE / TABLET Platform % Split 108 120 81 89 114 157 Men 25-55yr Index 102 105 156 129 100 42 Women 25-55yr Index Source: comScore MMX MP
  25. 25. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents time/place emotional / rational content Demographics BEST AVAILABLE SCREEN?
  26. 26. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 26 MOBILE FIRST AND MOBILE LAST – ALL CONTENT CATEGORIES Source: comScore Device Essentials
  27. 27. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 27 WEATHER Source: comScore Device Essentials
  28. 28. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 28 RETAIL Source: comScore Device Essentials
  29. 29. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents RETAIL: THE BEST DEVICE FOR THE JOB? 0% 10% 20% 30% 40% 50% 50% 60% 70% 80% 90% 100% AMAZON EBAY M&S CAMELOT JOHN LEWIS TRAINLINE GROUPON PC LEGACY MULTI-PLATFORM MAJORITY MOBILE ENABLEMENT JD SPORTS PC % vs. total digital population Mobile%vs.totaldigitalpopulation Source: comScore MMX MP BUBBLES REPRESENT % OF MULTI-PLATFORM OVERLAP
  30. 30. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents time/place emotional / rational content Demographics BEST AVAILABLE SCREEN?
  31. 31. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents COMFORT LEVELS: INDEX OF MOBILE-ONLY UPLIFT WebMD Health Indeed (Jobs) Barclays Bank Direct.gov.ukFirst Direct 100 index Source: comScore MMX MP
  32. 32. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Peak hour for browsing on all platforms combined is… RATIONAL VS ASPIRATIONAL 0009 banking 0012 newspapers 0021 travel Source: comScore Device Essentials
  33. 33. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents time/place emotional / rational content Demographics BEST AVAILABLE SCREEN
  34. 34. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents NEWS / INFORMATION TRAVEL WEATHER +28% +41% +77% MAPS +62% AUDIENCE UPLIFT VARIES DRAMATICALLY BY CATEGORY Source: comScore MMX MP
  35. 35. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 1.  Clicks are at best an incomplete metric and at worst a misleading one. 2.  Content that engages consumers can amplify the effect of an ad next to it. 3.  Cookie deletion & multi-platform users can create havoc in media planning, execution and campaign evaluation. Insights into person-based behaviour needed. 4.  Advertisers are demanding viewability and audience guarantees to give a trusted & comparable person-based metric to traditional media. 5.  Digital campaigns have the ability to build brands and lift e-commerce and retail sales, and as in traditional tv advertising, creative plays a critical role.
  36. 36. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents PAUL GOODE SVP REGIONAL MARKETING pgoode@comscore.com

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