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ComScore IAB Colombia
 

ComScore IAB Colombia

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    ComScore IAB Colombia ComScore IAB Colombia Presentation Transcript

    • October 2009 Bogota, Colombia Alexander Banks Managing Director, Latin America
    • comScore, Inc: A Closer Look Corporate headquarters: Reston, USA – Offices in London, Paris, 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: 1,200+ 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 © comScore, Inc. Proprietary and Confidential. 2 2
    • 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 FORUM Top 100 Most World’s Largest Technology Pioneer 2007 Innovative Windows Database Companies December 2001, December 2004 2003, 2005 © comScore, Inc. Proprietary and Confidential. 3 3
    • 1,200 + Blue Chip Clients Internet Agencies Telecom Financial Retail Travel CPG Pharma Technology © comScore, Inc. Proprietary and Confidential. 4 4
    • What does comScore do and how? Continuously monitors the online activity of more than 2 million people worldwide, enabling us to analyze and report on all kinds of online behavior Provides online publishers… – Data that helps them better understand the demographic makeup, the level of engagement, and the behavior/affinity of the unique audiences visiting their various websites (develop audience, design new content, enrich sales proposals etc.) – Unique and consistent competitive intelligence, historic coverage for trend analysis Provides advertising agencies… – Data that allows them to more effectively target individuals online, thereby building powerful advertising campaigns that result in increased ROI for their clients (both demographic and behavioral, can compare thousands of websites, channels etc.) Provides retailers and traditional companies… – Research that helps them better understand and appreciate the Internet and take advantage of all the opportunities this platform represents in terms of business development and CRM We help companies make money online © comScore, Inc. Proprietary and Confidential. 5 5
    • Data collected from more than 2M panelists in over 170 countries © comScore, Inc. Proprietary and Confidential. 6
    • Almost 40 countries reported on each month © comScore, Inc. Proprietary and Confidential. 7
    • October 2009 The Global Online Audience Alexander Banks Managing Director, Latin America
    • The US is No Longer the Center of the Online Universe US Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience Rest of the North World America Europe Latin America Middle East US - Africa Asia Pacific In 1996, 2/3 of the world’s Internet population was in the US, yet today Asia Pacific is the largest region. Many emerging regions are likely to bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video, and collaborative content immediately accessible. Early adoption of mobile web in addition to PC web will likely be popular in many of these high-growth areas. © comScore, Inc. Proprietary and Confidential. 9 Source: comScore World Metrix, July 2009
    • China Surges Past the US Internet Users Age 15+ (MM) While US user growth has remained flat over the past year, China, Russia, and Brazil have experienced impressive growth rates of 31%, 26% and 23%, respectively. Millions of Internet Users (15+, home & work locations) Source: comScore World Metrix, July 2009 © comScore, Inc. Proprietary and Confidential. 10
    • Online Engagement by Country Average Hours Per Visitor Per Month Canada 43.1 United States 32.5 Turkey 29.7 Israel 29.5 United Kingdom 28.5 Mexico 28.3 Canada is the most engaged country, South Korea 27.9 followed by the US, both of which France 27.2 increased time online over the past Venezuela 26.6 year (Canada +7%, US +17%) Netherlands 26.4 Chile 25.2 Colombia 25.1 Spain 25.0 Brazil 24.9 Sweden 24.6 Source: comScore World Metrix, July 2009 © comScore, Inc. Proprietary and Confidential. 11
    • The Majority of Top Properties’ Audiences Coming from Outside US Total Worldwide US Audience Non-US Audience Unique Visitors (MM) 84% 854 84% 702 77% 592 77% 370 The top 10 Global Properties attract a 81% 295 majority of Unique Visitors from outside the US; Google Sites and Microsoft Sites 66% 268 attain 84% of their audience from non-US countries. 73% 237 All top sites have experienced a shift in 70% 197 visitor composition to a more international audience: non-US visitors now represent 76% 77% and 66% of Facebook’s and AOL’s 196 visitors, respectively. 64% 192 Source: comScore World Metrix, July 2009 © comScore, Inc. Proprietary and Confidential. 12
    • How global online behavior has changed over the last year Share of time Spent on Entertainment is growing the fastest Instant Messengers and Conversational Media both boast significant usage time Source: comScore Media Metrix © comScore, Inc. Proprietary and Confidential. 13 Share of Global Minutes on Key Online Categories, May 2008 vs. May 2009
    • What is social media? Social Media is… – media designed to be disseminated through social interaction – a logical step in the ongoing evolution of the interactive platform – the key driver of the fast-growing Web 2.0 category (including blogs, social networks, UGC sites etc.) – the combination of communication (email, messenger) media-sharing (photos, music, video etc.) and/or UGC (opinion, feedback) – an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures. © comScore, Inc. Proprietary and Confidential. 14
    • Everything from Twitter to Facebook to Digg to Linkedin to Youtube Examples of social media software applications include: Communication Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox, ExpressionEngine, Xanga Micro-blogging / Presence applications: Twitter, Plurk, Jaiku, fmylife Social networking: Bebo, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Hi5, Ning, Elgg Events: Upcoming, Eventful, Meetup.com Collaboration Wikis: Wikipedia, PBwiki, wetpaint Social bookmarking: Delicious, Digg, StumbleUpon, Google Reader, CiteULike Multimedia Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa Video sharing: YouTube, Vimeo, sevenload Livecasting: Ustream.tv, Justin.tv, Stickam Audio and Music Sharing: imeem, The Hype Machine, Last.fm, ccMixter Reviews and Opinions Product Reviews: Yelp, epinions.com, MouthShut.com Virtual worlds: Second Life, The Sims Online, Forterra © comScore, Inc. Proprietary and Confidential. 15
    • Profile: Twitter Users Age Income UVs (000) +2,613% composition index UV composition index UV Many Twitter regulars opt to access the service exclusively from their mobile devices after an initial visit to Twitter.com… …the average visitor spends only 22 minutes on the actual Who’s site, viewing just 35 pages over following who the course of the month. on Twitter? © comScore, Inc. Proprietary and Confidential. 16 Source: comScore Media Metrix United States, July 2009
    • “Last tweet?” © comScore, Inc. Proprietary and Confidential. 17
    • October 2009 The Latin American Online Audience Alexander Banks Managing Director, Latin America
    • Latin America Continues Audience Growth Growth is flat in North America, European Worldwide Online Population growth mostly driven by Russia (Millions) Asia continues rapid growth on a very +4% large base 1,165.2 960.2 Growth in LatAm expected to continue on the back of increased residential broadband penetration region-wide August 2008 August 2009 Online Population by Region Aug 2008 +22% (Millions) Aug 2009 477.2 +20% 389.6 325.6 +4% 271.1 183.8 191.0 +28% +79% 70.3 90.2 81.2 45.4 Asia Pacific Europe North America Latin America Middle East - Africa © comScore, Inc. Proprietary and Confidential. 19 Source: comScore Media Metrix, August 2008 to August 2009
    • Internet Audience in Latin America is to be Taken Seriously Brazil is the 8th largest Internet audience (15+, H&W), Mexico 15th , Argentina 19th and Colombia 21st In terms of page views (PVs), Brazil was 10th in July, ahead of Spain, India and Italy In July, Brazil consumed 3.2% of the world’s PVs, Mexico next with just over 1% In average minutes per visitor, Mexico is 6th in the world (Canada 1st with 43+ hours) Argentina (47.6) and Brazil (47.3) are both above the WW average in average visits to the Internet per visitor each month (47.2) The WW average percentage of 15-24 year-olds online is 27.6% (15+, H&W) – Venezuela 50% – Colombia 48% – Mexico 47% – Brazil 31% – Puerto Rico 31% – Argentina 27% – Chile 27% © comScore, Inc. Proprietary and Confidential. 20
    • The phenomena that is social media in Latin America The social networking category reached more than 82% of all Latin American Internet users in the month of July (15+, home and work locations) – Unique visitors to the category up 22% over July of 2008 – Average number of visits per unique visitor higher than that seen in the US Brazil is head and shoulders above the rest of the region in terms of online social networking – Orkut leads the way with an average of 28 visits per visitor (Facebook average in US is 22) – Facebook audience has more than tripled in the last 8 months (Orkut unaffected) – Twitter audience has grown by a factor of almost 10 over just the last 5 months (from 413k in March to nearly 3.6M in July) © comScore, Inc. Proprietary and Confidential. 21
    • Facebook’s dominance has spread to Latin America Facebook’s recent audience growth across Latin America has been spectacular – Surpassed 33M in July of 2009 (38% reach) – Venezuela, Chile and Colombia show the highest reach (80%, 79% and 76%, respectively) – 3rd largest online property in Chile (2M UVs more than Yahoo Sites, and 2.5X the size of Terra) – 3rd largest online property in Colombia (2M UVS more than Yahoo, Hi5.com is 7th largest) – 3rd largest online property in Venezuela (almost 20% more PVs than Google Sites with over 652M) © comScore, Inc. Proprietary and Confidential. 22
    • October 2009 The Colombia Online Audience Alexander Banks Managing Director, Latin America
    • The Size and Level of Engagement of the Colombian Audience Colombia has the fourth-largest Internet population in the Latin America, approaching 9 million home and work users, 15+ (total online pop. ~ 18M) The average Internet user in Colombia clocks 23.9 hours of usage per month, an hour and a half more than the worldwide average Internet Users (Millions) in Total Online Hours per Visitor Latin America Latin America WW Avg: 22.4 Brazil 31.5 Brazil 26.1 Mexico 13.8 Mexico 26.2 Argentina 11.5 Argentina 21.5 Colombia 8.8 Colombia 23.9 Chile 6.4 Chile 23.8 Venezuela 2.1 Venezuela 24.4 Puerto Rico 1.0 Puerto Rico 17.4 © comScore, Inc. Proprietary and Confidential. 24 Source: comScore Media Metrix August 2009
    • Profile of the Internet Audience in Colombia Internet users in Colombia skew young: nearly half the Internet audience is under the age of 24, and 71 percent are under the age of 34 In comparison, only 54 percent of the global online population is under 34 Distribution of Internet Users 15+ Colombia 48% 23% 19% 8% 2% Latin America 36% 28% 19% 11% 7% Worldwide 28% 26% 22% 14% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ © comScore, Inc. Proprietary and Confidential. 25 Source: comScore Media Metrix August 2009
    • Demographic Profile of the Colombian Internet Audience - Sept 2009 © comScore, Inc. Proprietary and Confidential. 26
    • How the world uses the Internet © comScore, Inc. Proprietary and Confidential. 27 Source: comScore World Metrix, July 2009 27
    • How the Colombian Audience Indexes for Key Categories “On-ramp” Categories Web 2.0 Categories Portals 110 Reference 121 140 137 Search/Navigation 108 Social Networking 131 89 98 Blogs 119 69 Utility & Content Categories e-mail 130 132 Entertainment Categories Instant Messengers 179 121 Entertainment 105 Retail 89 96 38 Multimedia 112 News/Information 90 111 59 62 Online Gaming 105 Travel 35 67 Sports 76 45 Reach Index Time Index © comScore, Inc. Proprietary and Confidential. 28 Source: comScore Media Metrix August 2009
    • Highest-Indexing Sub-categories in Colombia Youthful profile of the Colombian Colombia: Highest-Indexing Web Categories internet user is reflected in the Index Compared to WW Reach sub-category visitation e-cards 10.3 230 4.5 – Social networking Education - Information 33.3 210 – Communication (IM, chat etc.) 15.9 Religion/Spirituality 12.9 205 – Education 6.3 Radio 22.7 – Photo-sharing 11.8 193 Instant Messengers 82.4 – Teens/Kids 46.1 179 Flowers/Gifts/Greetings 7.7 5.0 154 Photos 63.8 Content preferences also align 42.0 152 with behavior typically seen by Kids 19.0 12.9 147 newer Internet audiences 11.1 Teens 146 7.6 – E-cards 44.3 Education 146 30.4 – Email 42.3 Newspapers 31.9 133 – Greetings/Gifts Discussion/Chat 41.2 31.4 131 Social Networking 89.3 68.1 131 e-mail 88.4 67.8 130 Colombia Reach WW Reach © comScore, Inc. Proprietary and Confidential. 29 Source: comScore Media Metrix August 2009
    • Colombia Boasts Highest Reach of the Social Networking category Almost 9 out of every 10 Colombian Internet users visited a Social Network during October (Facebook, Hi5, Sonico, MySpace etc.) More than 3.7 billion PVs in October; more than both Australia & Argentina, and almost 1B more than Chile © comScore, Inc. Proprietary and Confidential. 30
    • The Top 25 Most Visited Web Domains in Colombia Facebook in Top 4 with almost 3 billion page views, Hi5 also in Top 20 Microsoft sites very strong in Colombia, Bing a Top 12 domain Google very successful with .com, .com.co, Youtube, .es, etc. Rincondelvago, MercadoLibre, El Tiempo & Taringa all Top 25 domains © comScore, Inc. Proprietary and Confidential. 31
    • The Top 25 Most Visited Web Properties in Colombia Facebook in Top 3 Properties, 2.5M unique visitors ahead of Yahoo! Sites Sonico & Hi5 also in Top 21 Properties, Hi5 more PVs than Yahoo! Sites Terra, El Tiempo & Orange Sites (StarMedia) all with reach near 27% Taringa continues impressive regional audience growth © comScore, Inc. Proprietary and Confidential. 32
    • October 2009 How to Make Decisions Based on Audience Affinity Alexander Banks Managing Director, Latin America
    • Case study: Targeting the online audience Two sites offering almost identical demographics… © comScore, Inc. Proprietary and Confidential. 34 34
    • …but their respective audiences show clearly distinct preferences in terms of online content © comScore, Inc. Proprietary and Confidential. 35 35
    • Select group of sites targeting heaviest consumers of sites in the business/finance content category © comScore, Inc. Proprietary and Confidential. 36
    • Select group of sites targeting heaviest consumers of sites in the family & parenting category © comScore, Inc. Proprietary and Confidential. 37
    • Select group of sites targeting heaviest consumers of travel category © comScore, Inc. Proprietary and Confidential. 38
    • Select group of sites targeting heaviest consumers of sites in the telecommunication category © comScore, Inc. Proprietary and Confidential. 39
    • October 2009 How Online Advertising Works Alexander Banks Managing Director, Latin America
    • Advertising dollars spent in the US by platform MEDIUM 2008 Spending ($Billions) Percent Direct Mail $60.0 20% Newspapers $34.4 12% TV - Distribution $28.8 10% Internet $23.4 8% TV Networks - Cable $21.4 7% TV Networks - Broadcast $18.0 6% Radio $17.2 6% Yellow Pages $13.8 5% Consumer Magazines $12.7 4% Trade Journals $10.0 3% Out of Home $7.2 2% Miscellaneous $50.0 17% TOTAL $296.8 100% Source: IAB © comScore, Inc. Proprietary and Confidential. 41
    • Online Advertising is Leaving Branding Dollars on the Table 2008 U.S. Measured Media Spend: $186 Billion Branding $118 $118 B B 2008 U.S. Online Media Spend: Online as Percent of Total $26 Billion 5% $6 B 30% $20 B Response Direct $68 B $68 B Source: Lehman Brothers, ThinkEquity Partners © comScore, Inc. Proprietary and Confidential. 42
    • Business Week: So Many Ads, So Few Clicks Forrester: 35% of Marketers still use ‘click’ for evaluating branding campaigns Rich Media Click-Through Rates by Industry 0.17% Source: DoubleClick DART for Advertisers, January – July 2008 0.12% 0.12% 0.11% 0.10% 0.10% 0.09% 0.08% 0.08% 0.07% 0.06% © comScore, Inc. Proprietary and Confidential. 43
    • In 2007, Ad Clickers Followed the 80/20 Rule Source: comScore Natural Born Clickers (July 2007) • In July 2007, despite only representing 16% of the Internet population, moderate to heavy clickers accounted for 80% of display ad clicks • Clickers were predominately younger (24-44 age range) • Clickers tended to be lower income (under $40K) • In July 2007, two-thirds of Web users didn’t click 100% 6% 10% 16% 50% Click Frequency Heavy Moderate Light 30% Non 20% 0% % Internet Pop % of Clicks © comScore, Inc. Proprietary and Confidential. 44
    • Ad Clickers Now Follow the 90/10 Rule • Despite only representing 8% of the Internet population, moderate to heavy clickers now account for 85% of display ad clicks • Just 4% of the Internet users accounted for 2/3 of display ad clicks • In March 2009, 84% of web users didn’t click • Vast majority of those exposed to the advertisement are immediately factored out of any ROI measurement 100% 4% 4% 8% Click Frequency 67% Heavy Moderate Light Non 18% 15% 0% % Internet Pop % of Clicks © comScore, Inc. Proprietary and Confidential. 45 Source: Natural Born Clickers (March 2009 update)
    • comScore Regularly Studies the Effectiveness of Online Advertising The ability to measure sales response drives the allocation of marketing dollars Real world analysis: comScore panelists divided into matched groups (exposed and non-exposed to a particular advertising campaign) comScore’s “Whither the Click?” - 200+ comScore studies conducted to assess impact of paid search and online display ads on: - site visitation - trademark search - online and offline sales Journal of Advertising Research - “What We Know About Advertising: 21 Watertight Laws for Intelligent Advertising Decisions” - The 21 most important pieces of advertising research © comScore, Inc. Proprietary and Confidential. 46
    • The Impact of Display Ads on Advertiser Site Visitation There is a significant impact within the 1st week, with a substantial lift being observed over the 4 weeks following initial ad exposure...even considering minimal click-thru rate Results from 139 comScore Campaign Effectiveness Studies Advertiser Site Reach 6.6% 5.8% 4.8% 4.5% 3.9% 3.5% 3.1% 2.1% % Lif t: 65.0% % Lif t: 53.8% % Lif t: 49.1% % Lif t: 45.7% Week of f irst Weeks 1-2 af ter Weeks 1-3 af ter Weeks 1-4 af ter exposure f irst exposure f irst exposure f irst exposure Control Test © comScore, Inc. Proprietary and Confidential. 47 47
    • Display Ads Also Successfully Lift Trademark Search Activity Significantly increase the likelihood of specific product searches vs generic searches Latent effect helps highlight the brand-building value Results from 139 comScore Campaign Effectiveness Studies % Making a TM/Brand Search 0.9% 0.7% 0.6% 0.5% 0.5% 0.4% 0.3% 0.2% % Lif t: 52.3% % Lif t: 46.0% % Lif t: 40.3% % Lif t: 38.1% Week of f irst Weeks 1-2 af ter Weeks 1-3 af ter Weeks 1-4 af ter exposure f irst exposure f irst exposure f irst exposure Control Test © comScore, Inc. Proprietary and Confidential. 48
    • How Online Advertising Works: Summary Forget the “Click” – Time to move on – All that can be measured should not necessarily be measured – The Internet is just another screen, albeit much more measureable Like any other media, focus measurement of ROI on the sales impact and the change in consumer behavior and attitudes over time Online branding campaigns have proven to be very effective for both online and offline retailers, online and in-store sales lift highlighted in ‘Whither The Click’ white paper Use Reach / Frequency metrics in pre-planning and post-analysis of media plan Follow traditional model on the Internet: What I am saying? To how many? How often? -Ted McConnell, Director of Digital Innovation at P&G © comScore, Inc. Proprietary and Confidential. 49
    • In Conclusion and Questions & Answers Colombia has a young, highly engaged and fast-growing Internet audience Social media clearly the enabler in terms of content Dominant 15-24 is attractive demographic for some, others need to plan/target effectively by demographic, affinity etc. As the years pass, demographic makeup of audience will even out, content consumed will align more and more with rest of the world The Internet will only become more and more important, especially for ad agencies and advertisers, as well as traditional companies For advertisers, digital strategies should always consider the time spent on line, the highly targeted advertising opportunities it offers, and the significant brand- building/customer-engagement opportunities it presents Questions & Answers? - Colombian audience questions? Top sites? - Methodology? Panel in Colombia? Recruitment? © comScore, Inc. Proprietary and Confidential. 50
    • Introducing comScore MMX360: A Panel-Centric Hybrid Measurement Approach A best of breed approach to digital measurement that continues to revolve around people © comScore, Inc. Proprietary and Confidential. 51
    • Introducing MMX 360: Panel-Centric Hybrid Measurement Complete and Fully Reconciled Measurement PANEL SERVERS People Measurement Census Coverage Reach, Demographics, of Usage Affinity, Duration Anywhere QUERY TAGS Content Categorization © comScore, Inc. Proprietary and Confidential. 52
    • Filtered Traffic Broken Out by Source, then Home + Work Universe Integrated with Panel Apply proprietary Leverage Panel, derived methodologies to develop The Universe Report detailed demographic and comScore Universes person level behavior Mobile Phones Location Gender Shared Machines Surfing Age Work Streaming Income Home Filtered comScore Reported comScore Census Traffic Universes Global Panel © comScore, Inc. Proprietary and Confidential. 53
    • The Universe Report As Part of New Dashboard View Site usage across Home/Work + Mobile + Shared Machines (for hybrid entities only) © comScore, Inc. Proprietary and Confidential. 54
    • comScore MMX360: Key Benefits for those who participate Comprehensive coverage; 100% of activity – New “Universe Report” will include mobile & public machine usage (Internet cafes, universities etc.) – New measurement including Internet cafes, universities etc. will initially only be page views – Census-adjusted metrics in current Media Metrix reports (Home/Work) Improved coverage of At-Work population (work intensive sites) Harmonization / reconciliation of panel measurement vs. server log files Improved quality of International data – particularly in countries where shared access is significant Granularity More timely reporting Increased consistency, less confusion Truly “the best of both worlds” © comScore, Inc. Proprietary and Confidential. 55