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Presentación de Gian Fulgoni en IAB Conecta 2012

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Presentación de Gian Fulgoni CEO y Fundador de comScore. …

Presentación de Gian Fulgoni CEO y Fundador de comScore.

Evento: IAB Conecta 2012
Lugar: Cenrtro Banamex

Published in: Business, Technology

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  • Source: http://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2011.pdf TV: is both cable and broadcast TV
  • Source: http://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2011.pdf TV: is both cable and broadcast TV
  • -2,600+ studies since launch of CE-115+ are vCE specific studies-We’ve done studies in 28 countries and have the capability to do so in 44 countries
  • For Frequency – Green is between 3-7, Yellow is below 3 and Red is above 7For % on Target – Green is above 60, Yellos is 30-60 and Red is below 30
  • To get some market reaction, we introduced a charter program of some really large advertisers.We were delighted by the response to the program, and let me take the opportunity to say to them, Thanks you for participatingNow let us talk about what we learned.
  • Difference of in-view rates between Top 50 sites and long tail sites in their category was a full 16-percentage points in the USEuropean Results:Top 50                  66%Top 100                63%Top 500                61%501+                    55% The only minor difference with the US is that we’ve taken the full range of sites rather than just a category We had half the publisher volume we saw in the US, and a lot have very small numbers of impressions which, when visible, skew upwards the long tail visibility average.  The overall data set tells the best story and is most consistent with the original US slide.
  • Combining Insights with costs to answer: HOW CAN I GET THE BIGGEST BANG FOR MY BUCK?
  • Transcript

    • 1. Changing How the WorldSees Digital AdvertisingIAB Conecta 2012Gian Fulgoni Executive Chairman and Co-founder, comScor
    • 2. 1 Branding Advertising’s Digital Challenge2 Kellogg’s Solution3 Viewing the Future
    • 3. IAB says U.S. online ad spend is now larger thannewspapers, magazines and radio, and equivalent to 46% of TV 10X Faster +22% Growth vs. year ago Than All Media $31.7 Billion U.S. Online Ad Spending in 2011 SOURCE: IAB for Internet Advertising Revenue and KANTAR for Total Mediaedia Measurement
    • 4. Online ad spend in Latin America* is growing twice asfast as in the U.S. 3.5X Faster +42% Growth vs. year ago Than All Media Latin America $2.5 Billion Online Ad Spending in 2011 *Argentina, Brazil, Chile, Columbia, Mexico, Peru SOURCE: IAB for Online and Various for Total Media dia Measurement 2011
    • 5. But, Branding Advertising is Relatively Weak Online Only One Third of All Online Ad Spending is Branding Direct Response (Mainly Search) Still Dominates In Traditional Media Branding Advertising Dominates
    • 6. Branding’s Online Challenge:Is the Target Audience Guaranteed?
    • 7. comScore’s Approach to Digital Measurement 2 Million Person Panel PERSON-Centric Panel with 360°View of Person Behavior SITE-Census Measurement Web Visiting & Online Search Online & Offline Behavior Advertising Buying Exposure PANEL CENSUS Person Behavior Measured Passively AdvertisingTransactions by KeystrokeEffectiveness Typing Signature Media & Video Demographics, Consumption Lifestyles PANEL & Attitudes Unified Digital Measurement™ (UDM) Mobile Internet Usage & Behavior Patent-Pending Methodology 1 Million Properties Adopted by 80% of Top Global Media Properties V1011
    • 8. In 2007, comScore’s First Post-Buy Analysis Across 8 DigitalU.S. Campaigns Showed that Accuracy of Digital Delivery Lefta Lot to be Desired 70% Percent of Ad Impressions for 8 Campaigns 60% 50% 40% 30% 61% 20% 10% 19% 12% 8% 0% In US But Not Hit Target Hit Target Outside US Target Frequency >=5 Frequency <=4
    • 9. Branding advertisers on TV are accustomed to audienceguarantees and expect the same in digital But, accuracy of cookie-based digital plan delivery is problematic: Cookie Deletion Cookie Proliferation X Cookies Are Not People Source: comScore 2011
    • 10. Because of Multiple Users, Cookies Can’t Accurately IdentifyWho is Using a Computer at any Given Point in Time Over 64% of home users share a computer with other users 3+ users 1 user 30% of the 32% 36% time, someone other than the Facebook logged-in person is actually using the 2 users computer 32%
    • 11. Cookie Deletion is a Global Reality…and a Global Challenge Accurately counting reach with cookies is not possible, yet is currently the method used in most ad servers and analytics systems Ad Server Cookies Percent of Average # of cookies Country computers per computer for deleting same campaign Australia 37% 5.7 Brazil 40% 6.6 U.K. 35% 5.9 U.S. 35% 5.4
    • 12. comScore quantified incidence of sub-optimal ad delivery atthe individual person level… Reach, Frequency and Demographics … to better understand sources of waste and identify opportunities to extract more value from digital advertising dollars
    • 13. CE™: Massive Global Market Experience2,600+ Studies for 120 advertisers / agencies in 28 countries North America Europe Asia PacificAllstate Not an exhaustive list. Includes advertisers currently working with comScore vCE who have agreed to be named publicly.
    • 14. Some Things We’ve Learned About Digital Media Plan Delivery The negative impact of cookie deletion – Cookie deletion inflates ad frequency and deflates ad reach by as much as a factor of 2.5X Targeting accuracy using cookies: – 70% for 1 demo (e.g. women) – 48% for 2 demos (e.g. women age 18-34) – 11% for 3 demos (e.g. women age 18-34 with kids) – 36% for behavioral targeting (e.g. people visiting travel sites)
    • 15. Kellogg’s Solution
    • 16. The KPI Framework: Establishing a model for Advertising Effectiveness – applied initially to Online Media PRE-MARKET QUALITY • Branded RecognitionDoes my creative have the right to succeed? • Brand Buy Next • % Impressions to Target/Targeting Index AUDIENCE DELIVERY • Frequency of Exposure Did we efficiently reach our Target? • CPM • Brand Awareness IN-MARKET EFFECTIVENESS • Purchase Interest Are we moving the needle? • Message Association • Direct Response
    • 17. Looking at a few of Kellogg’s larger campaigns Data provided by comScore Campaign Essentials is at an individual publisher, individual campaign level Impressions Impressions Avg. Frequency Targeting Index % on Target Total Campaign Campaign Total Publisher 1 Publisher 2 Publisher 3 Aaron is there data for this Publisher 4 chart? Publisher 5
    • 18. comScore shows that there have been some cleartop performances In total, this campaign effectively delivered to target and efficiently balanced the exposures Impressions Impressions Avg. Frequency Targeting Index % on Target Total Campaign Campaign Total 216 58% 3.2 Publisher 1 163 44% 4.0 Publisher 2 225 60% 3.1 Publisher 3 140 37% 3.5
    • 19. But comScore Also Shows That There Are SomeBIG opportunities In this case many impressions are virtually being thrown away as the wrong audience is reached over and over again Impressions Impressions Avg. Frequency Targeting Index % on Target Total Campaign Campaign Total 105 53% 12.0 Publisher 1 97 49% 8.8 Publisher 2 25 13% 21.7 Publisher 3 92 47% 11.4 Publisher 4 143 72% 15.6
    • 20. Is Kellogg’s Strategy Working?The early results say ABSOLUTELY Implemented new Digital strategy and analytics in the first half of 2011. ROI results from our first two Brand Market Mix Models have just come in. Brand 1 ROI Brand 2 ROI 6x 5X 3X 2X ROI ROIYear 1 Year 2 1H 2011 Year 1 Year 2 1H 2011
    • 21. The Future
    • 22. Arguably the Most Important Digital Advertising Initiative ToDate: Making Measurement Make Sense (3MS) Mission Reduce costs of doing business due to complexity of digital advertising ecosystem ‘Single Tag’ solution to reduce complexity Improve reporting of ad exposure Bolster confidence that ads delivered are actually visible
    • 23. comScore quantified incidence of sub-optimal ad deliveryacross all key ad delivery dimensions… … to better understand sources of waste and identify opportunities to extract more value from digital advertising dollars
    • 24. vCE US Charter Study:12 Major Branded Advertisers Came Together to Lead & Learn18 campaigns2 billion impressions400,000 sites Allstate
    • 25. vCE Charter Study replicated in Europe with similar results15 campaigns640 million impressions213,000 sites
    • 26. vCE Charter Study:In-view Rates Need to Be Improved U.S. EU 69% 67% AVERAGE AVERAGE Campaign In-view ad rates ranged from: U.S. 55% to 93% EU 64% to 72%
    • 27. vCE Charter Study:Opportunity for improvement at many of the largest sites 98% 69% In-View ad rates across Top 500 7% US sites MINIMUM AVERAGE MAXIMUM 100% 63% In-View ad rates across top 100 0.2% EU sites MINIMIUM AVERAGE MAXIMUM
    • 28. Large sites scored better than long-tail sites Percentage of Ads Served In-View 77% 74% 70% 61% 66% 63% 61% 55% US EU
    • 29. Digital Ad Economics:The Good Guys Aren’t Necessarily Winning Low correlation of In-View Rates & CPM R²=0.0373An equally as weak correlation was also observed between CPM and ability to hit a primary demographic target
    • 30. vCE Charter Study:Ads Sometimes Fall Outside of Desired Geography U.S. EU4% of ads were served 7% of ads were served outside geography. outside geography.Up to 15% of ads on a Up to 27% of ads on a given campaign given campaign About half of geographic waste was not only out of target but also out of language
    • 31. vGRP can provide more accurate analysis of campaign effectiveness in Marketing Mix Models GRP: Negative vGRP: Positive Correlation Correlation100 80 100 80 90 90 70 70 80 80 60 60 70 70 vGRP GRP 50 50 60 60 Sales Sales 50 40 50 40 40 40 30 30 30 30 20 20 20 20 10 10 10 10 0 0 0 0 Month 1 Month 2 Month 1 Month 2
    • 32. The KPI Framework: Establishing a model for Advertising Effectiveness – applied initially to Online Media PRE-MARKET QUALITY • Branded RecognitionDoes my creative have the right to succeed? • Brand Buy Next • % Impressions to Target/Targeting Index AUDIENCE DELIVERY • Frequency of Exposure Did we efficiently reach our Target? • % Impressions in View • CPM • Brand Awareness IN-MARKET EFFECTIVENESS • Purchase Interest Are we moving the needle? • Message Association • Direct Response
    • 33. Where Kellogg’s is Going: In-Market Optimization at aCampaign Level Based on Cost and Effectiveness • Opportunity to optimize - Budgets follow performance • Multiple publishers, each with high reach potential • Wide variance in performance observed real-time Brand X - Q3/Q4 Media Avg Impressions Impressions Lift in CPM Partner Frequency in Target in View Awareness 1 3.5 24.5% 83% 5.74 $2.44 2 3.0 16.9% 91% 0.55 $9.08 3 8.4 23.5% 71% 0 $8.62
    • 34. There is good news for advertisers and publishers Analogous to TV audience guarantees Eliminating unseen online inventory supply results in:  More effective / efficient campaigns and less waste for advertisers  More accurate metrics for market mix models  Better proof of digital ad effectiveness Increased transparency/accountability means increased confidence in digital …. leading to more branding ad spending moving online
    • 35. Thank You!© comScore, Inc. Proprietary. 35