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Viewability: Una mirada desde la perspectiva de comScore, mayo 2014

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  • 1. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.facebook.com/comscoreinc @comScoreLATAM #cSViewability press@comscore.com Camino a Una Medición Digital con Sentido Cómo Aprovechar Viewability a Favor de los Anunciantes. Una mirada desde comScore Iván Marchant | VP Sales, México Mayo, 2014
  • 2. © comScore, Inc. Proprietary. 2 comScore Turning Big Data into Powerful Insight 2 Million Person Panel 360°View of Person Behavior CENSUS Unified Digital Measurement™ (UDM) Patent-Pending Methodology 1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties PANEL PERSON-Centric Panel with WEBSITE-Census Measurement Web Visiting & Search Behavior Online Advertising Exposure Demographics, Lifestyles & Attitudes Media & Video Consumption Transactions Online & Offline Buying Mobile Internet Usage & Behavior PANEL +5 Million TV Set Top Boxes for 3-Screen Measurement
  • 3. © comScore, Inc. Proprietary. 3 comScore’s History of Innovation Establishes More Value for Digital Ads in Mexico Video Metrix® Video Measurement Validated Campaign Essentials™ BSL Advertising Validation Ad Metrix® Display Measurement Digital Analytix® Enterprise Analytics Cross-Platform Measurement Mobile Metrix® Mobile Measurement 2010 2011 2012 2013 2014 Future Media Metrix® Audience Measurement 2005
  • 4. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.facebook.com/comscoreinc @comScoreLATAM #cSViewability press@comscore.com Camino a Una Medición Digital con Sentido How better measurement can bring more brand advertising to digital Paul Goode | SVP Marketing APAC, LATAM, EMEA Mayo, 2014
  • 5. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 5 The Evolution of Digital Advertising: Whither the Click?
  • 6. © comScore, Inc. Proprietary. 6 The digital mistake that undervalues display advertising
  • 7. © comScore, Inc. Proprietary. 7 ‘The click’ not an appropriate measure of online advertising effectiveness 84% 8% 52% 15% 4% 26% 18% 4% 22% 67% % Internet Pop % of Clickers % of Clicks Heavy Moderate Light Non Source: comScore, Natural Born Clickers (US), March 2009
  • 8. © comScore, Inc. Proprietary. 8 The Studies  200+ comScore studies conducted in the U.S. to assess behavioral impact of paid search and online display ads.  Analytical design: Exposed vs. Unexposed panelists Journal Of Advertising Research (2009) Site visitation Trademark Search Queries On & Offline Sales The Results  Even with Click Rates of Only 0.1%, Display Advertising can Lift:
  • 9. © comScore, Inc. Proprietary. 9comScore Action Lift Study in 2010 Latent Impact of Online Display Advertising
  • 10. © comScore, Inc. Proprietary. 10 Correlation Analysis Negative pattern between Sales Lift per Household and CTR (i.e., as CTR increases, sales decrease) R2 = 0.039 Regression analysis indicates this relationship is not statistically significant, therefore there is no significant relationship between CTR & Sales No significant relationship between CTR & offline sales lift $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 0.00% 0.20% 0.40% 0.60% 0.80% SalesLift/HHin$ CTR
  • 11. © comScore, Inc. Proprietary. 11 Conclusions Exposure to display ads doesn’t just impact online sales – it lifts in-store sales as well The absolute dollar lift in offline sales is 5x higher than the lift in e-commerce sales The click is misleading as a measure of campaign effectiveness Display ads can lift retailer sales – both online and offline Dollar Sales Lift Among Households Exposed to Online Advertising +17% Lift +27% Lift
  • 12. © comScore, Inc. Proprietary. 12comScore & Association of Online Publishers Study in the UK in Jan 2012 Original Content Sites Outperform on Latent Impact Lift in advertiser-brand search term usage Lift in advertiser site visitation
  • 13. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 13 The Evolution of Digital Advertising: UK Case Study Today
  • 14. © comScore, Inc. Proprietary. 14 UK Ad Spend
  • 15. © comScore, Inc. Proprietary. 15 IAB UK: The UK Digital Media Mix (% Share of Revenues 2013)
  • 16. © comScore, Inc. Proprietary. 16 IAB UK: Banners plus Embedded Formats plus Video = 92% of digital display
  • 17. © comScore, Inc. Proprietary. 17 IAB UK: Mobile Ad Spend
  • 18. © comScore, Inc. Proprietary. 18 IAB UK: Brand Advertising online is 17% of total
  • 19. © comScore, Inc. Proprietary. 19 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
  • 20. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 20 The Evolution of Digital Advertising: From Direct Response to Branding
  • 21. © comScore, Inc. Proprietary. 21 Chapter 1 Publisher BRAND PERFORMANCE Media Buys planned on known publishers; Seductive power of the click Advertiser Agency Advertiser Publisher Publisher AD SERVER TRADING CURRENCY
  • 22. © comScore, Inc. Proprietary. 22 Chapter 2 Publisher BRAND PERFORMANCE Planning tools report people & more sites. Not aligned to trading currency Advertiser Agency Advertiser Publisher PublisherPLANNING CURRENCY AD SERVER TRADING CURRENCY
  • 23. © comScore, Inc. Proprietary. 23 Chapter 3 Publisher BRAND PERFORMANCE Ad networks/exchanges loss of control on where ads run. Content matters Advertiser Agency Advertiser Publisher Publisher NETWORKS& EXCHANGES ? PLANNING CURRENCY AD SERVER TRADING CURRENCY
  • 24. © comScore, Inc. Proprietary. 24 Chapter 4 Publisher BRAND PERFORMANCE Programmatic + data offer promise to buy audiences, not media proxies Advertiser Agency Advertiser Publisher Publisher NETWORKS& EXCHANGES PLANNING CURRENCY Programmatic & 1st & 3rd PARTY DATA AD SERVER TRADING CURRENCY
  • 25. © comScore, Inc. Proprietary. 25 Chapter 5 BRAND PERFORMANCE Person-based trading metrics with viewability and audience guarantees Advertiser Agency Advertiser TV GRPs Publisher Publisher Publisher PRINT GRPs DIGITAL vGRPs
  • 26. © comScore, Inc. Proprietary. 26 Chapter 6 BRAND PERFORMANCE Cross media alignment with comprehensive marketing mix models Advertiser Agency Advertiser TV Publisher Publisher Publisher PRINT DIGITAL
  • 27. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 27 Digital Scarcity: Preventing unlimited impressions
  • 28. © comScore, Inc. Proprietary. … price is regulated by the proportion between the quantity brought to market, and the demand of those who are willing to pay… - Adam Smith ‘The Wealth of Nations’, 1776
  • 29. © comScore, Inc. Proprietary. 29 Quantity Where supply meets demand everything sells. Demand Supply Price
  • 30. © comScore, Inc. Proprietary. 30 Price Quantity Increasing Demand at Steady Supply: Price Increases SupplyDemand
  • 31. © comScore, Inc. Proprietary. 31 CPM Impressions When supply is constrained, price is extremely sensitive to demand. Price Quantity SupplyDemand
  • 32. © comScore, Inc. Proprietary. 32 … with more marketing dollars coming online, CPM will go up, right?
  • 33. © comScore, Inc. Proprietary. 33 The supply and demand model has two requirements: Supply & Demand are Independent Supply is Resource Constrained
  • 34. © comScore, Inc. Proprietary. 34 Media Market Examples Ad Medium: Constraint: Scarcity: Ad Pricing: Network TV 36 spots per hour, 5 hours per viewer = 180 spots  Increasing 
  • 35. © comScore, Inc. Proprietary. 35 Media Market Examples Ad Medium: Constraint: Scarcity: Ad Pricing: Inventory sold through Display Exchanges None! Cost are negligible, ad space is virtually unlimited.  Declining 
  • 36. © comScore, Inc. Proprietary. 36 Price Quantity If demand increases, but supply is unconstrained Price Does NOT Increase! CPM Impressions Supply Demand
  • 37. © comScore, Inc. Proprietary. 37 The Problem Counting unlimited served impressions hurtsadvertising economics. The Solution Introduce Digital Scarcity to the system.
  • 38. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 38 Achieving Digital Scarcity Only count impressions that reached a real user and had a chance to make a real impact.
  • 39. © comScore, Inc. Proprietary. 39 Improve reporting of ad exposure Bolster confidence that ads delivered are actually viewable:  50% of pixels in-view for 1 secs for non-video ads  50% of pixels in-view for 2 secs for video ads (preliminary MRC) Making Measurement Make Sense (3MS) Mission
  • 40. © comScore, Inc. Proprietary. 40 Viewable Transacting is now here in USA and UK.
  • 41. © comScore, Inc. Proprietary. 41 Market does currently price quality inventory correctly Little correlation between In- View rates and CPMs Little correlation between success of demographic targeting & CPMs
  • 42. © comScore, Inc. Proprietary. 42 “We recognize that the move to viewable is rattling many businesses to their cores. Publishers need to adjust the very constitution of their operations to manage this important currency change…For publishers, it means being ready to satisfy marketer demand for viewable impression transactions by the end of [2013].” Bob Liodice – President and CEO, Association of National Advertisers
  • 43. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 43 What’s Normal? In-Target Benchmarks The latest data from comScore validated Campaign Essentials™
  • 44. © comScore, Inc. Proprietary. 44 In-view Correct geography Brand safety Non-human traffic In-target audience delivery
  • 45. © comScore, Inc. Proprietary. 45  Multitude of US campaigns  200 billion impressions  Rolling 12-month period  Display and video campaigns  Diverse set of advertisers as well as publishers and ad networks  Range of brand-building and direct-response objectives vCE Benchmarks Industry benchmarks are an important guidepost BUT they shouldn’t be used as the only indicator of delivery performance.
  • 46. © comScore, Inc. Proprietary. 46 In-Target: 100% isn’t Realistic Demographic data becomes outdated Not all registration data is accurate More than 60% of computers are shared, so cookies can show ads to the wrong person Some targeting infers demography based on content consumption
  • 47. © comScore, Inc. Proprietary. 47 In-target delivery varies *The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser / Product categories as well as studies run directly by publishers and ad networks. **Viewability benchmarks include display campaigns only; viewability is defined as 50% of the ad’s pixels in-view for at least one second. ***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness.
  • 48. © comScore, Inc. Proprietary. 48 In-target delivery varies *Target audience is categorised based on the primary target selection in vCE, which is self- designated during campaign set-up.
  • 49. © comScore, Inc. Proprietary. 49 In-target delivery varies *Target audience is categorised based on the primary target selection in vCE, which is self- designated during campaign set-up.
  • 50. © comScore, Inc. Proprietary. 50 A targeting Efficiency Index can also help you set expectations It compares in-target delivery to the prevalence of that target on a site, based on data from comScore Media Metrix® Females 18- 49 35% in-target 28% composition PVs Targeting Efficiency Index X 100 = 125
  • 51. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 51 What’s Normal? In-View Benchmarks The latest data from comScore validated Campaign Essentials™
  • 52. © comScore, Inc. Proprietary. 52 In-Target: 100% isn’t Realistic User leaves page before 1 second User’s browser isn’t on full-screen setting Non-human traffic drives up impression counts, when a person never actually saw the ad
  • 53. © comScore, Inc. Proprietary. 53 Viewability: there is no such thing as normal 1000s of campaigns 290 billion impressions Mix of advertisers & publishers 54% 46% *The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser / Product categories as well as studies run directly by publishers and ad networks. **Viewability benchmarks include display campaigns only; viewability is defined as 50% of the ad’s pixels in-view for at least one second. ***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness.
  • 54. © comScore, Inc. Proprietary. 54 Source: comScore validated Campaign Essentials 2012-13, global Premium defined by Ad Metrix as having average CPM above USD $5, and monthly ad revenue above $100,000 Premium Publishers Boast Higher Average In-View Rates 53% 31% Premium Sites Overall viewable 46% Networks & Exchanges
  • 55. © comScore, Inc. Proprietary. 55 “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
  • 56. © comScore, Inc. Proprietary. 56 Advertisers get huge return from increasing viewability Sales Lift Index: In-Store Sales Lift Indexed to 100 for Less Than 50% Viewability of Impressions 100 175 Less Than 50% Viewability At Least 70% Viewability A 40% increase in viewability drives a 75% increase in in- store sales lift for Kellogg’s
  • 57. © comScore, Inc. Proprietary. 57 Campaign delivery monitored and optimized in-flight In-Flight Optimization (Publisher Cost & Effectiveness) Using comScore Campaign Essentials Publisher Avg Freq. In-target In-view Lift in Awareness CPM 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 Share of Ad Spend to be allocated
  • 58. © comScore, Inc. Proprietary. 58 Driving rapid gains in ROI Increase in ROI from Improved In-Flight Targeting Brand 1 ROI Brand 2 ROI
  • 59. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 59 “I can see this is a great tool for the buyers, but what about the sellers?”
  • 60. © comScore, Inc. Proprietary. 60 Introducing validated Media Essentials™ Audience (in future) Viewability Engagement validated Media Essentials™ provides media sellers with the insights they need to evaluate ad inventory across their site or network of sites
  • 61. © comScore, Inc. Proprietary. 61 With vME™, you can evaluate your inventory in a variety of ways Ad Slot 3 Ad Slot 4 Ad Slot 1 Ad Slot 2 News Section Business Section Sports Section Locations on a web page that represent available inventory Ad Slot Aggregations of similar ad slots, often based on sections of a site or channels of advertising inventory Site Section 120X60 120X60 120X60 Creative Size Aggregations of ad slots by creative size Custom reporting dimensions – such as Traffic Source, Campaign ID, Creative ID or other client-defined segments – are available as an add-on to the standard vME offering.
  • 62. © comScore, Inc. Proprietary. 62 Designed specifically for media sellers, vME™ helps you make important decisions about your inventory Create custom packages and sponsorships to differentiate offering in competitive selling situations vME enables you to… Re-evaluate site design, sales strategy and overall approach to packaging and pricing Leverage OneCall API to plug data into inventory management systems Inventory Management Leverage reports in vME interface to evaluate pricing and packaging Ad Sales & Operations Teams Quickly find the highest performing ad slots for proposals
  • 63. © comScore, Inc. Proprietary. 63 Using the same methodology as vCE provides consistency between inventory performance and campaign performance evaluation viewability geography non-human traffic engagement AD VALIDATION A single ad tag is appended to every ad slot to provide complete, census-based measurement Independent Doesn’t rely on sampling approaches Aligned Uses the IAB definition for viewability Census Provides complete measurement, including most cross-domain iframes VIEWABILITY
  • 64. © comScore, Inc. Proprietary. 64 • How is my inventory trending? • What is my most viewable inventory? • What is my most engaged inventory? • What inventory gets the most PC traffic? • What percent of impressions are in my primary country? • How measureable is my inventory for viewability? • How well does my inventory perform by creative size? Intuitive reports enable you to answer questions specific to your business needs
  • 65. © comScore, Inc. Proprietary. 65 Premium publisher uses vME viewability data to revise baseline pricing Measurement Goals Incorporate viewability into baseline pricing for ad slots Pricing of tiers now aligns with viewability averages so price matches value Initial Pricing CPM: £4 Revised Pricing Ad Slot 1 CPM: £6 Ad Slot 2 CPM: £4 Ad Slot 3 CPM: £1.60 Publisher changes pricing based on vME data Ad Slot Viewability 1 75% 2 50% 3 20%
  • 66. © comScore, Inc. Proprietary. 66 Premium publisher uses vME to optimise site Viewability Measurement Goals Identify high- and low-performing ad slots Eliminate or redesign low ad slots to improve average viewability vME delivers viewability data for every ad slot Ad Slot 2 View = 55% Ad Slot 3 View = 25% Ad Slot 1: View = 50% Ad Slot 4: View = 20% Ad Slot 3 View = 60% Improve the viewability (and revenue!) from low-performing ad slots
  • 67. © comScore, Inc. Proprietary. 67 What’s next? Working to Make the Process More Automated for Media Sellers Tag Ad Slots Measure ad slot performance across site vME Reports Analyse packaging and positioning opportunities OneCall API Retrieve data for inventory planning to forecast and book based on viewability Automation Seamlessly integrate vME data into inventory management systems and ad servers
  • 68. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 68 The Process: RFP’s & Proposals Best practices for outlining campaign goals, setting expectations and eliminating painful post-campaign renegotiations
  • 69. © comScore, Inc. Proprietary. 69 Managing the upside is all about your knowledge
  • 70. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 70 Audience Considerations
  • 71. © comScore, Inc. Proprietary. 71 RFPs and Proposals should clearly articulate audience delivery expectations Absolute number of impressions in-target Percent of impressions in-target There are two common ways to buy and sell audiences:
  • 72. © comScore, Inc. Proprietary. 72 Steps you can take during the negotiations process Be sure to determine: • Audience delivery requirements and target audience based on industry data/thresholds • Expectation of delivery and thresholds • Measurement solution for optimization and invoicing • How impressions that cannot be measured will be invoiced
  • 73. © comScore, Inc. Proprietary. 73 There will be situations where audience delivery data is not available NOT ENOUGH IMPRESSIONS WERE SERVED: Pay based on the overall in-target percentage of the site MOBILE IMPRESSIONS: Pay based on the overall in-target percent for impressions delivered and measured via desktop Common ways to approach such situations:
  • 74. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 74 Viewability Considerations
  • 75. © comScore, Inc. Proprietary. 75 There are two routes buyers and sellers take when it comes to evaluating campaigns based on viewable impressions Require a minimum percentage of ads to be viewable Only buy/sell impressions that are viewable $ “I want to deliver 1 million ads but I will only pay for the ones that are viewable.” “You must prove to me that 50% of the impressions are viewable.”
  • 76. © comScore, Inc. Proprietary. 76 Sometimes viewability cannot be assessed, such as when delivery occurs on certain types of video and mobile or for technical reasons Common ways to pay for missing impressions: Apply overall rate of viewability for non- measurable impressions Use vendor who can project viewability on non- measurable impressions Pay 0% for all ads where viewability cannot be measured Pay 100% for all ads where viewability cannot be measured
  • 77. © comScore, Inc. Proprietary. 77 There are other ad delivery dimensions that should be addressed during upfront negotiations FREQUENCY: What is the frequency goal? How should excessive frequency be managed and invoiced? GEOGRAPHY: What is the expectation for geographic delivery, and how, if at all, will an ad delivered outside of the geographic region be invoiced? BRAND SAFETY: What are the ad blocking and alerting parameters? How will blocked impressions be invoiced?
  • 78. © comScore, Inc. Proprietary. 78 Once the IO is signed, the campaign can be actively managed Here are some steps you can take to ensure proper campaign management • Evaluate delivery early in the campaign to confirm tagging was correctly deployed • Watch for situations where a high number of impressions cannot be measured for viewability • Watch for situations where audience data is not reportable • Optimize delivery at the placement-level to meet performance delivery objectives
  • 79. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 79 “How can you measure smaller campaigns and placement level demos?”
  • 80. © comScore, Inc. Proprietary. 80 In-view Correct geography Brand safety Non-human traffic In-target audience delivery
  • 81. © comScore, Inc. Proprietary. 81 Audience Module Leverages the Accuracy of the comScore panel with demographic data from multiple partners to report at scale Unified Digital Measurement™ comScore Panel comScore Census Network Partner Demo Data
  • 82. © comScore, Inc. Proprietary. 82 vCE 2.0: Panel Amplification using Census-level Demographics comScore panel Partner C Partner B Partner A comScore panel Partner A STEP 1: Establish Partner Demographic Alignment for Each Partner STEP 2: Use Census-level Demographic Observations for a Campaign to predict panel measurements
  • 83. © comScore, Inc. Proprietary. 83 comScore and Google Partner to Offer Actionable Audience Metric for Brands EASE OF USE Media buyers/sellers will get third-party measurement of campaigns with a single click CROSS-SCREEN COMPARABILITY AT SCALE Neutral reach, frequency and GRPs will be available to clients for real-time comparability to TV NEUTRALITY Having neutral data from vCE in DoubleClick will enable buyers/sellers to act on insights comScore vCE to be available to all DoubleClick customers for measurement of display and video campaigns across screens, including mobile. Data Science Collaboration for scale & quality
  • 84. © comScore, Inc. Proprietary. 84 Yahoo and comScore Partner to Expand Global Access to Ad Measurement IMPROVED WORKFLOW Media buyers gain near real- time access to vCE campaign optimization metrics within their existing Yahoo workflow SCALABLE REPORTING vCE enhances reporting scale based on high-quality anonymized audience data from Yahoo GLOBAL ACCESS Use of Yahoo global demographic data means an accelerated global rollout of vCE 2.0, enabling cross- border campaign measurement comScore vCE to be Available to Yahoo Advertising Clients, Providing TV-Comparable Metrics on Video, Display and Mobile Ads
  • 85. © comScore, Inc. Proprietary. 85 comScore has several other integration partners (Formerly MediaMind)
  • 86. © comScore, Inc. Proprietary. 86 Buyers are interested in making deals based on comparable metrics and digital, as share of media spend is increasing. All major agency groups are adopting vCE
  • 87. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 87 And in Mexico?
  • 88. © comScore, Inc. Proprietary. 88 “El CIM está comprometido con el concepto de Viewability, al igual que cualquier otro estudio de medición de audiencias, en trabajar para definir los estándares aprovechando los aprendizajes y prácticas internacionales, privilegiando el punto de vista de la industria mexicana asesorados por sus expertos en la materia, así como promover la realización de auditorías por entidades reconocidas internacional o localmente.” David Fierro, Presidente, Consejo de Investigación de Medios
  • 89. © comScore, Inc. Proprietary. 89 • Question 1: Are there problems measuring viewability in countries as Mexico with slow internet speed connections? • Question 2: Are there problems measuring viewability in older PC’s? • Question 3: What happens with Mobile: smartphones and tablets? • Question 4: What happens with the computers with older versions or without Java Script? • Question 5: How viewability is measured in computers with shared internet access (café Internet) Some questions from the Mexican Industry…
  • 90. © comScore, Inc. Proprietary. 90  Moving from clicks to viewability has boosted value of publishers’ digital advertising  In-flight campaign optimization of viewability, targeting and frequency is being demanded by advertisers and promises to accelerate the shift of branding ad spending to digital  It can be expected that Publishers’ CPMs will increase as advertisers realize the benefits of improved visibility and increased sales lift  comScore vCE and vME provide viewability-based services to advertisers and publishers designed to deliver additional value to both parties  The future of media planning and analysis requires cross-platform measurement at the device, content and campaign level Key Takeaways
  • 91. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.facebook.com/comscoreinc @comScoreLATAM #cSViewability press@comscore.com ¡MUCHAS GRACIAS! Camino a Una Medición Digital con Sentido Cómo Aprovechar Viewability a Favor de los Anunciantes. Una mirada desde comScore