Luegers

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  • The industry has been trying to crack the cross platform nut for many years-Project Apollo??
  • Topic of cross platform audience behavior is not going away, in fact it seems to be more prevalent than everIt’s a powerful & highly sought after skill. We see it popping up in job descriptions There are dedicated reports issued by industry leadersThose who achieve cross-platform excellence grab headlines
  • Shift in consumer consumption habits is changing the way media is planned, bought & soldTo understand the true potential of cross platform we need to start at the basics…audience measurementAs media consumption shifts to emerging platforms like mobile devices and tablets, the effects on accounting for audiences and activity levels only becomes more pronounced with time.
  • Your probably wondering, what is a girl from Pandoradoing on stage telling me about cross platform measurementSmartphone and tablet users are shifting a meaningful share of their total media consumption away from traditional PCs. Continued adoption of these digital access platforms has significant implications for publishers who get paid by advertisers to reach specific audiences at scale. Specifically why we (pandora) are so invested in accelerating cross platform measurement because it is imperative to have a 3rd party validate what we’ve known to be true for quite some time…over 1/2 of our listenership comes thru a mobile deviceThere are many ways you can go about wrapping your head around cross platform and we could talk for hours about what combinations of media to attackToday I’m going to focus on the digital side of the media spectrum, specifically demonstrating some of the tools we at Pandora employ to gain full understanding around PC, Mobile & Tablet audiences
  • In order to grasp the effect that Total Universe reporting has on audiences, let’s examine the impact for a few key publishers.
  • Now that we know how many mobile & tablet users are available to reach, the next area we need to get smart on are the unique behaviors of the mobile & tablet consumers
  • In order to grasp the insights that the iOS Report has to offer, let’s examine a few key publishers.
  • So its one thing to have a lot of installs…but they don’t do a bit of good if no one is actively using the app.Its critical in maintaining an audience to have users actually USE the app day over day, week over week, month over month
  • So its one thing to have a lot of installs…but they don’t do a bit of good if no one is actively using the app.Its critical in maintaining an audience to have users actually USE the app day over day, week over week, month over month
  • So its one thing to have a lot of installs…but they don’t do a bit of good if no one is actively using the app.Its critical in maintaining an audience to have users actually USE the app day over day, week over week, month over month
  • Now we have line of sight into the active open rate, the next question is How Much Time are users Spending?
  • Reaching users without boundaries is easy with Pandora’s multi-platform radio and display ads. Pandora follows consumer behaviors and is accessible anywhere consumers go. Consumers continuously listen to Pandora throughout the day across 200+ home electronics and mobile devices, online, in their cars and on home entertainment systems. CE and Tablets dominate weekend listening hours.
  • Luegers

    1. 1. Mobile Insider SummitAugust 17, 2011<br />Cross Platform Audience Measurement<br />
    2. 2. Cross Platform Audience Behavior<br />Today's consumer has multiple screens and millions of choices. What we need is a better, simpler way to see all the angles.<br />1<br />
    3. 3. Facilitate Integrated Cross-Platform Solutions<br />Cross Platform – It’s Here to Stay<br />2<br />
    4. 4. Why is Cross Platform Important to Media Planners/Buyers & Brand Marketers?<br />3<br />
    5. 5. Why is Cross Platform Important to Pandora & Other Multi-Screen Media Brands?<br />4<br />
    6. 6. Marketers Want to Know..<br />5<br />1<br />WHAT PLATFORMS ARE CONSUMERS USING?<br />2<br />WHAT ARE THEIR BEHAVIORS ON EACH PLATFORM?<br />
    7. 7. Tools We Use at Pandora<br />6<br />1<br />WHAT PLATFORMS ARE CONSUMERS USING?<br />2<br />WHAT ARE THEIR BEHAVIORS ON EACH PLATFORM<br />iOS App Report<br />
    8. 8. Cross Platform Audience Measurement<br />Via comScore Total Universe<br />
    9. 9. Where to Find the Total Universe Report<br />8<br />
    10. 10. Sample Report<br />9<br />
    11. 11. Unique Cross Platform Contribution<br />33,223<br />37,861<br />23,800<br />18,239<br />Mobile phones and tablets contribute a 5% lift in total audience<br /><ul><li>A greater number of people accessed Pandora via a phone or tablet (24.1MM) overall than did via a PC computer
    12. 12. 48% EXCLUSIVELY access Pandora via mobile </li></ul>Both have low duplication among their PC and Mobile Devices<br />Both less than 5%<br />PC: Home & Work<br />Mobile:Phones & Tablets<br />Other: Shared Machine Access<br />(ie Libraries, Schools, Cafes etc.)<br />10<br />
    13. 13. Behavioral Measurement<br />Via comScoreiOS App Report<br />
    14. 14. 1<br />Install Reach<br />2<br />Real Audience Active Reach<br />3<br />Time Spent<br />4<br />Repeat Usage<br />Four Ways to Measure Behavior <br />12<br />
    15. 15. Where to Find the iOS App Report<br />13<br />
    16. 16. Sample Report<br />14<br />
    17. 17. Measuring Install Reach<br />App Install Reach<br /><ul><li>Pandora App is present on over 40% of all iOSDevices
    18. 18. USA Today App is installed on 19% of all iPads
    19. 19. 20% or all iPhones have ESPN’s ScoreCenter App</li></ul>15<br />Source: comScoreiOS Application Report, U.S., May 2011<br />
    20. 20. Real Audience Active Reach: Pandora<br />52%<br />50% Install Rate<br />Pandora iPad App Active Monthly Usage<br />19% <br />Install Rate<br />16<br />Source: comScoreiOS Application Report, U.S., May 2011<br />
    21. 21. Real Audience Active Reach: ESPN<br />75%<br />ESPN ScoreCenter iPhone App Active Monthly Usage<br />19% Install Rate<br />17<br />Source: comScoreiOS Application Report, U.S., May 2011<br />
    22. 22. Real Audience Active Reach: Hulu<br />54%<br />Hulu iPod touch App Active Monthly Usage<br />3% Install Rate<br />19% <br />Install Rate<br />18<br />Source: comScoreiOS Application Report, U.S., May 2011<br />
    23. 23. Measuring Time Spent<br />Active Minutes Per User Per Day<br /><ul><li>USA Today iPad App yields 2x the amount of time spent vs its iPhone or iPod Touch app
    24. 24. Time spent with Hulu on the iPhone is 127% greater than the time spent with the service on any other iOSdevices</li></ul>19<br />Source: comScoreiOS Application Report, U.S., May 2011<br />
    25. 25. Measuring Repeat Usage<br />App Launches/Sessions Per Day<br /><ul><li>Despite Pandora’s iPad App users having the lowest daily return rate (3.3x) among the iOS devices, the iPad leads in time spent (36 min)
    26. 26. Pandora iPad users spend on average 4 minuets more per session
    27. 27. USA Today iPad App yields 2x the amount of time spent vs its iPhone or iPod Touch app</li></ul>20<br />Source: comScoreiOS Application Report, U.S., May 2011<br />
    28. 28. 6:30am: Waking Up<br />8pm: Evening at Home<br />8am: Commuting<br />9-5pm: Workplace<br />6pm: On the Go<br />Multi-Screen World<br />21<br />
    29. 29. THANK YOU<br />22<br />

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