@comScore @MikeR295       #MPOMMA The Path to Scarcity     Mike Rich       @MikeR295       @comScore                      1
@comScore @MikeR295               #MPOMMA   What’s all this talk about scarcity?   How do we get to scarcity?   What is...
@comScore @MikeR295                      #MPOMMA                                          June 2012June 2011              ...
@comScore @MikeR295       #MPOMMA                      4
@comScore @MikeR295                      #MPOMMA  June 2011                               June 2012                      +...
@comScore @MikeR295                           #MPOMMA                                           Rich     Search           ...
@comScore @MikeR295                                #MPOMMA                      2010            -$0.64                    ...
@comScore @MikeR295       #MPOMMA                      8
@comScore @MikeR295       #MPOMMAThe path to scarcityNot viewed =Wo r t h l e s sWrong audience =Overvalued               ...
@comScore @MikeR295                  #MPOMMAValidated Campaign EssentialsvCE     Impressions                      in-view ...
@comScore @MikeR295                        #MPOMMA                      US              EU                      Allstate  ...
@comScore @MikeR295                  #MPOMMA              Over 800,000,000 impressions                         12
@comScore @MikeR295                                      #MPOMMA        Large sites scored better than long-tail sites    ...
@comScore @MikeR295         #MPOMMA                           R²=0.0373                      14
@comScore @MikeR295        #MPOMMA    Reaction                      15
@comScore @MikeR295        #MPOMMA                      16
@comScore @MikeR295                              #MPOMMAImage: arindambanerjee / Shutterstock.com   17
@comScore @MikeR295        #MPOMMA     Reassess       and     Revalue                      18
@comScore @MikeR295                                       #MPOMMA                             Monthly Imps.   CPM         ...
@comScore @MikeR295        #MPOMMA      Educate        and     Negotiate                      20
@comScore @MikeR295                                                          #MPOMMAAudience Composition                Ta...
@comScore @MikeR295                #MPOMMA                           What’s Next?   • Adapt – quickly!   • Measure viewabi...
@comScore @MikeR295                 #MPOMMA   • Remove worthless clutter   • Assess true value   • Find fair metrics   Sca...
@comScore @MikeR295                #MPOMMA                      Thank you!  www.comscore.com/VCE      Mike Rich     mric...
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1100 omma display mike rich

  1. 1. @comScore @MikeR295 #MPOMMA The Path to Scarcity  Mike Rich @MikeR295 @comScore 1
  2. 2. @comScore @MikeR295 #MPOMMA  What’s all this talk about scarcity?  How do we get to scarcity?  What is an agency/publisher to do? 2
  3. 3. @comScore @MikeR295 #MPOMMA June 2012June 2011 +15% 3 Source: comScore Ad Metrix
  4. 4. @comScore @MikeR295 #MPOMMA 4
  5. 5. @comScore @MikeR295 #MPOMMA June 2011 June 2012 +35% -28% 5 Source: comScore Ad Metrix
  6. 6. @comScore @MikeR295 #MPOMMA Rich Search Banner Media 6 Source: IAB/PWC
  7. 7. @comScore @MikeR295 #MPOMMA 2010 -$0.64 2011 -$0.11 7 Source: IAB/PWC
  8. 8. @comScore @MikeR295 #MPOMMA 8
  9. 9. @comScore @MikeR295 #MPOMMAThe path to scarcityNot viewed =Wo r t h l e s sWrong audience =Overvalued 9
  10. 10. @comScore @MikeR295 #MPOMMAValidated Campaign EssentialsvCE Impressions in-view or correct geography brand safety fraud target audience 10
  11. 11. @comScore @MikeR295 #MPOMMA US EU Allstate 11
  12. 12. @comScore @MikeR295 #MPOMMA Over 800,000,000 impressions 12
  13. 13. @comScore @MikeR295 #MPOMMA Large sites scored better than long-tail sites 77% 74% 70% 61% 66% 63% 61% 55% US EU 13
  14. 14. @comScore @MikeR295 #MPOMMA R²=0.0373 14
  15. 15. @comScore @MikeR295 #MPOMMA Reaction 15
  16. 16. @comScore @MikeR295 #MPOMMA 16
  17. 17. @comScore @MikeR295 #MPOMMAImage: arindambanerjee / Shutterstock.com 17
  18. 18. @comScore @MikeR295 #MPOMMA Reassess and Revalue 18
  19. 19. @comScore @MikeR295 #MPOMMA Monthly Imps. CPM Revenue What’s 500 MM $5 $2.5 MM happening today 500 MM $2.50 $1.25 MM 1 BN $3.75 MM Monthly Imps. CPM Revenue 450 MM $5 $2.25 MM What sellers 250 MM $3 $750 k think will happen 700 MM $3 MM $750,000 loss Monthly Imps. CPM Revenue What should 450 MM $6 $2.7MM actually happen 125 MM $6 $750 k 125 MM $3 $375 k $75,000 gain 700 MM $3.825MM 19
  20. 20. @comScore @MikeR295 #MPOMMA Educate and Negotiate 20
  21. 21. @comScore @MikeR295 #MPOMMAAudience Composition Targeting Efficiency42% 1.41xof impressions more effective vs. anhit their primary target… untargeted campaign 21 Source: vCE Norms, Worldwide, All Campaigns as of June 2012
  22. 22. @comScore @MikeR295 #MPOMMA What’s Next? • Adapt – quickly! • Measure viewability • Focus on the basics • Educate your teams • Define reasonable metrics • Be good partners 22
  23. 23. @comScore @MikeR295 #MPOMMA • Remove worthless clutter • Assess true value • Find fair metrics Scarcity = Stability = Success 23
  24. 24. @comScore @MikeR295 #MPOMMA Thank you!  www.comscore.com/VCE  Mike Rich mrich@comscore.com @MikeR295 24
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