Presentación ComsCore Internet en SudAmerica y Argentina
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Presentación ComsCore Internet en SudAmerica y Argentina

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Seminario de ComScore Inc, sobre Internet en Argentina y Latinoamérica, Marketing Online y Mediciones Rentables.

Seminario de ComScore Inc, sobre Internet en Argentina y Latinoamérica, Marketing Online y Mediciones Rentables.

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Presentación ComsCore Internet en SudAmerica y Argentina Presentation Transcript

  • 1. MEASURING THE DIGITAL WORLD PART I A Quick Introduction to comScore
  • 2. comScore, Inc: A Closer Look ■ Corporate headquarters: Reston, USA – Offices in London, Paris, Gütersloh, Tokyo, NYC, Chicago, San Francisco, Seattle, Toronto ■ Year founded: 1999 ■ Employees: 500+ ■ Successful IPO (NASDAQ: SCOR) – June 26, 2007 ■ Acquired M:Metrics – May, 2008 ■ Number of clients: 1,100+ ■ Company-wide renewal rate well over 90% ■ The source of record for leading media outlets worldwide – comScore data and analysts are cited approximately 8-10,000 times each year – Search for us online, or visit comscore.com Proprietary and Confidential Do not distribute without written permission from comScore 2
  • 3. Strong Track Record of Innovation & Leadership to Provide Behavioral Ad Effectiveness (Campaign Metrix) Video Streaming Measurement (Video Metrix) to Deliver a Worldwide Internet Audience Measurement (World Metrix) to Measure the Search Market (qSearch) to Build and Project from 2M+ Longitudinal Panel to Monitor and Report eCommerce Data External Recognition WORLD ECONOMIC Top 100 World’s Largest FORUM Innovative Companies Windows Database Technology December 2004 December 2001, Pioneer 2003, 2005 2007 Proprietary and Confidential Do not distribute without written permission from comScore 3
  • 4. 1,100 + Blue Chip Clients Internet Agencies Telecom Financial Retail Travel CPG Pharma Technology Proprietary and Confidential Do not distribute without written permission from comScore 4
  • 5. About comScore: What we do ■ Recruit, analyse and report each month on the online activity of a panel of two million individuals, based in more than 170 countries ■ Help companies better understand their online audience (as well as that of their competitors), how their audience is developing over time, and what other kinds of online content their audience likes to consume ■ Help advertising agencies design powerful and effective marketing strategies that help them deliver superior ROI ■ Help promote the Internet as a fast-growing platform offering unique opportunities for effective brand-building, consumer-engagement and business development Proprietary and Confidential Do not distribute without written permission from comScore 5
  • 6. comScore: Measuring people and their behavior, not browsers ■ Consistent universe definition – Those aged 15+ accessing the internet from either a home or a work computer in the past 30 days ■ Consistent recruitment methodology – Randomly recruited with multiple value propositions running simultaneously across the web – Permission Research ■ Consistent projection methodology – Stratified on age, gender, country, percent of time spent online or visiting specific content categories Proprietary and Confidential Do not distribute without written permission from comScore 6
  • 7. The Cookie Deletion Issue: Overstating Reach and Understating Frequency Based on a unique comScore Study of Yahoo and DoubleClick cookies ■ In 2006, 30% of US Internet users deleted their cookies in a studied month ■ Some of these ‘cookie-monsters’ did so an average of 4 times a month – Leaving 5 different cookies for a single site on their computers ■ Cookie deletion was found to create significant errors: – On average, 2.5 times overstatement of unique visitors in server logs – On average, 2.5 times overstatement of reach and a similar understatement of frequency in ad server logs ■ Important to recognize the significant difference of basic site server data and the panel-based approach not affected by cookie-deletion ■ Tunnel-vision is never the best view Proprietary and Confidential Do not distribute without written permission from comScore
  • 8. MEASURING THE DIGITAL WORLD PART II The Internet Audience in Argentina
  • 9. Latin America continues growth ■ Growth has slowed in North America and Europe Worldwide Online Population ■ Asia continues to show strong growth on a large base Millions of +6.1% Internet Users ■ Latin America and the Middle East/Africa are now the high- 949.6 1,007.7 growth regions globally ■ Growth expected to continue on the back of increased residential broadband penetration region-wide July 2008 Worldwide Dec 2008 Online Populations by Region Millions of Internet Users +8.6% +5.4% 383.4 416.3 +0.5% 268.2 282.7 184.2 185.1 +8.2% +9.5% 69.2 74.9 44.5 48.8 Asia Pacific Europe North America Latin America Middle East - Africa Source: comScore World Metrix, Dec 2008 Proprietary and Confidential Do not distribute without written permission from comScore 9
  • 10. Argentina is third-largest web population in Lat Am ■ Argentina has the third-largest Internet population in the region, with 10.2 million home and work users over the age of 15, (est. 20 million total online population) ■ Average user in Argentina clocks 26.3 hours/month, more than the worldwide average Internet Users (MM) Total Online Hours per Visitor in Latin America Latin America WW Avg: 23.8 Brazil 29.1 Brazil 26.9 Mexico 12.9 Mexico 26.2 Argentina 10.2 Argentina 26.3 Colombia 7.7 Colombia 28.3 Chile 6.0 Chile 23.7 Venezuela 1.9 Venezuela 26.2 Puerto Rico 0.9 Puerto Rico 17.2 Internet users ages 15+ accessing the internet from a Home or Work computer Source: comScore World Metrix, March 2009 Proprietary and Confidential Do not distribute without written permission from comScore 10
  • 11. Comparison to Other Countries Outside Region ■ 15+ Home and Work populations in Australia and Netherlands are of similar size ■ Internet users in Argentina, however, spend more time online than their counterparts in these countries (Canada 44+ hours, US 32+ hours per month) Internet Users (MM) Total Online Hours per Visitor WW Avg: 23.8 Australia 12.0 Australia 20.8 Netherlands 12.0 Netherlands 27.0 Taiwan 11.3 Taiwan 18.2 Argentina 10.2 Argentina 26.3 Malaysia 9.1 Malaysia 15.6 Chile 6.0 Chile 23.7 Internet users ages 15+ accessing the internet from a Home or Work computer Source: comScore World Metrix, March 2009 Proprietary and Confidential Do not distribute without written permission from comScore 11
  • 12. Profile of the Internet Audience in Argentina ■ Unlike other markets in Latin America, the Internet audience in Argentina is more evenly distributed among various age groups and closely mirrors the worldwide average Distribution of Internet Users 15+ Argentina 27% 26% 17% 17% 14% Latin America 36% 28% 19% 11% 7% Worldwide 27% 26% 22% 14% 11% Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ Source: comScore World Metrix, March 2009 Proprietary and Confidential Do not distribute without written permission from comScore 12
  • 13. Demographic breakdown of Argentina’s Online Audience Proprietary and Confidential Do not distribute without written permission from comScore 13
  • 14. Proprietary and Confidential Do not distribute without written permission from comScore 14
  • 15. Argentina Indexes for Key Categories “On-ramp” categories Entertainment 97 96 Portals Entertainment 96 160 97 99 Multimedia 91 Search/Navigation 76 107 Online Gaming 97 High Reach, Flat Growth Approaching Mainstream, High Growth Utility & Content 114 e-mail 116 Instant Messengers 157 Web 2.0 141 92 Retail 101 Reference 79 70 News/Information 100 111 141 Social Networking 89 Travel 68 39 115 Blogs 79 Sports 87 51 Growing Reach, Very Fast Growth Mainstream, MidReach, Flat Growth Reach Index Time Index Source: comScore World Metrix, March 2009 Proprietary and Confidential Do not distribute without written permission from comScore 15
  • 16. Highest-Indexing Web Categories in Argentina Argentina: Highest-Indexing Web Categories Index Compared to WW Reach ■ As in many fast-growing Internet markets, Argentina shows a strong focus on Communications: Instant Newspapers 53.1 157 Messengers, e-mail, Discussion/Chat, and Web 2.0 Instant Messengers 77.3 157 (Social networking, Blogs, etc.) Discussion/Chat 49.3 155 Classifieds 32.1 141 ■ Online newspaper visitation is above average driven by Humor 12.3 135 strong digital presence of both Clarin and La Nacion Retail - Music 7.9 133 Photos 51.6 129 ■ Discussion/Chat led by Taringa.net (37% reach) Kids 18.9 124 Blogs 60.6 115 ■ Over indexing of Web Hosting category shows maturity e-mail 79.8 114 Information 20.5 114 Entertainment - Music 50.0 113 Social Networking 71.6 111 Gaming Information 25.9 110 Web Hosting 30.9 110 Online Gaming 41.0 107 Conversational Media 79.3 106 e-cards 5.5 106 WW Reach Source: comScore World Metrix, March 2009 Proprietary and Confidential Do not distribute without written permission from comScore 16
  • 17. MEASURING THE DIGITAL WORLD PART III How Internet Advertising Works
  • 18. Why are some advertisers slower to embrace online? ■ Are the wrong metrics being used (i.e. click-throughs vs real ROI)? ■ Is there too much contradictory or confusing data available? ■ Is it a lack of proof that online advertising really works? ■ Clicks on display ads are a misleading metric as they don’t reflect the brand-building effects – Only use for direct response ad campaigns (or search) – Clicks don’t measure all of a campaign’s sales impact nor the cumulative (latent) impact of ads – Clicks don’t tell you anything about brand building effects ■ comScore, along with its various partners, has been busy researching – Search & display advertising – Offline impact (in-store sales) – Latent effects Proprietary and Confidential Do not distribute without written permission from comScore 18
  • 19. Some things to consider before we move forward There are many tools allowing for effective online media planning and analysis that are on par with other media ■ Panel-based measures correct problems with site server data, measuring individuals and not machines (cookies) ■ Using the correct metrics allows improved media planning and analysis – Also, look beyond clicks ■ Intelligence is now available showing advertisers and publishers detailed data on the online audience as well as their demographic profile and affinity ■ Detailed segmentation of users is helping build more powerful media plans Proprietary and Confidential Do not distribute without written permission from comScore 19
  • 20. Case study: Targeting the online audience Two sites offering almost identical demographics… Proprietary and Confidential Do not distribute without written permission from comScore 20
  • 21. …but their respective audiences show clearly distinct preferences in terms of online content Proprietary and Confidential Do not distribute without written permission from comScore 21
  • 22. Online Ad Effectiveness: Close the Loop Studies (Done with Yahoo!) ■ Dozens of studies to assess the impact of paid search and banner ads on online and offline sales ■ Real world analysis: comScore panelists divided into two matched groups (exposed and non-exposed to advertising) – Search only – Display ads only – Search and display ads together – Neither ■ Passively measured behavior, no surveys involved – Linked to in-store sale through CRM databases, retailer loyalty cards (e.g. Kroger), IRI scanner panel Proprietary and Confidential Do not distribute without written permission from comScore 22
  • 23. Online Ad Effectiveness: The Impact on Visitation to the Advertiser’s site ■ Based on over 100 studies in which consumers’ online behavior was monitored following exposure to a display ad, the average lift in the number of visitors to the advertiser site was 65% during the 1st week ■ Not only was there a significant visitation boost within the first week following exposure to an ad -- low click rates notwithstanding -- but after the 1st week, there was significant lift that would have been underappreciated by relying on click-throughs or by focusing on cookie-centric tracking ■ The greatest absolute increase in reach lift (i.e., incremental points of reach) was seen generated by advertisers in the Retail & Apparel (+4.7 points), Media & Entertainment (+3.0 points) and Electronics & Software (+1.4 points) categories. Proprietary and Confidential Do not distribute without written permission from comScore 23
  • 24. Online Ad Effectiveness: The Impact of display ads on sales ■ For e-commerce sites, it has been a challenge to quantify the impact of online advertising on sales – Purchases rarely take place during the same session as exposure, and even less as a result of a click-through – Therefore important to look at ‘latent ‘effects, which can extend to days or weeks after exposure ■ For bricks and mortar retailers, the challenges are greater, due to the necessity of quantifying the effects of online advertising on offline sales – The lift in offline sales generated by online advertising is significant, and can not measured through a cookie- centric approach – The lack of visibility in to offline purchasing consistently leads to an underestimation of the ROI of display advertising, similar to conventional media ■ In examining the impact of display ads on buyer penetration, we saw that the percentage lift is much higher online than offline Lift in online buyer penetration of 42.1% Lift in offline buyer penetration of 10.1% (but, due to the much larger base, this represents a significantly higher sales value) Proprietary and Confidential Do not distribute without written permission from comScore
  • 25. “The Role of Search in Consumer Buying” 2006 comScore Study with Google The Three Components of how Search Drives Buying Direct Online Effects 16% Latent Online Effects 21% Latent Offline Effects 63% Source: Google/comScore “The Role of Search in Consumer Buying” Press Release, March 21, 2006; based on holiday-related purchases completed online and offline across 11 product categories for 60 days post-search Proprietary and Confidential Do not distribute without written permission from comScore 25
  • 26. The synergistic impact of search and display advertisements on sales ■ The impact of search ads alone on consumers’ buying behavior has been found to be clearly greater than that of display ads – True both in terms of the advertisements impact on online buying as well as offline sales – Not surprising as searchers are clearly “in the market” for purchasing the advertised product ■ Important to note, however, that the reach of search advertising is much lower than that of display advertising – Consistently across the research conducted by comScore, approximately 80% of the consumers who saw an advertisement were exposed to only a display ad, a much lower 8% were exposed to a search ad – When the lift factors of each are weighted by the reach of the advertisement, display ads almost always emerge as being able to generate a higher total lift in sales ■ comScore also regularly sees that the combination of search AND display together is greater than the sum of the impact of display and search ads separately. Proprietary and Confidential Do not distribute without written permission from comScore 26
  • 27. Thank you very much For more information, including quarterly US e-commerce reports as well as travel, CPG & other industry-specific webinars, please visit: www.comscore.com For more details on all our online ad effectiveness research, please download our free ‘How Online Advertising Works; Whither the Click’ white paper Proprietary and Confidential Do not distribute without written permission from comScore 27