Fom 2013 com_score_final-1

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Fom 2013 com_score_final-1

  1. 1. Festival of Media | 30 April 2013@comScoreBrave New Digital Worldfrom Content to Commerce
  2. 2. There are two emerging ways that value isbeing created in the Brave New Digital World#1 Multi-platform media usage iscreating new monetizationopportunities#2 The power of targeted digitaladvertising is driving growth
  3. 3. 63%DesktopSmartphones and TabletsDrive 1 in 3 Minutes Spent OnlineShare of Digital Media Time:Desktop vs. Mobile (Smartphone +Tablet)37% Mobile+
  4. 4. Multi-platform: Top web properties extend their audience reach significantlythrough mobile channels. About half of visitors of many properties usemobile. Mobile-only access is 20% or more of audience for many properties0 50,000 100,000 150,000 200,000 250,000Google SitesYahoo! SitesFacebookMicrosoft SitesAmazon SitesAOL, Inc.Glam MediaApple Inc.Wikimedia Foundation SitesCBS InteractiveTop 10 Properties Multi-Platform AudiencesUnique Visitors (000) by PlatformSource: comScore Media Metrix Multi-Platform, US, Mar-2013Desktop Only Desktop + Mobile Mobile Only
  5. 5. 43Multi-platform: Smartphones and tablets have driven a doubling oftime spent with digital media in the last three years. In the aggregate,no evidence of cannibalization of desktopFeb-2010 Feb-2013890451Total Internet Time Spent(Billions of Minutes)Source: comScore Media Metrix & Mobile Metrix, US+20%+97%+389%38863467308115 N/A
  6. 6. 43Multi-platform: Desktop consumption of Weather content has declined, butbecause of extensive phone use, overall engagement with digital platformshas increasedFeb-2010 Feb-20134,1693,641Time Spent on Weather Sites(Millions of Minutes)Source: comScore Media Metrix & Mobile Metrix, US-46%+15%+385%3,2144271,7232,073373 N/A
  7. 7. Multi-platform: Maps have benefitted massively from phone usage435,8112,303Time Spent on Map Sites(Millions of Minutes)Source: comScore Media Metrix & Mobile Metrix, US-13%+152%+386%1,4068971,2174,355239Feb-2010 Feb-2013N/A
  8. 8. Multi-platform: Engagement with Sports content has seen tremendousgrowth across all platforms, including desktop4312,3887,208Time Spent on Sport Sites(Millions of Minutes)Source: comScore Media Metrix & Mobile Metrix, US+72%+385%6,4797293,5371,052Feb-2010 Feb-2013N/A+20%7,799
  9. 9. The NBC Billion DollarResearch LabRise of the Digital Omnivore
  10. 10. Multi-platform: Billion Dollar Lab Headlines TV is King Alternative screens are additive– Not a “zero sum game” Digital complements TV Social Media amplifies event and engages viewers Multi-platform and simultaneous use– “The New Normal”^
  11. 11. Multi-platform: Percent time spent on Olympic content by platform Source: comScore Custom Analysis for NBCTV89%Digital11% PC/Laptop Mobile Tablet
  12. 12. Multi-platform: More screens = more time spent on media in total Source: comScore Custom Analysis for NBC4hr 19min 4hr 28min 5hr6hr 7min50 min59 min55 min51 min40 min47 minTabletMobilePCTV4hr 19min5hr 18min6hr 50min8hr 29minTime Spent Following Olympics Content by DeviceTVOnlyTV +PC/LaptopTV +PC/Laptop +MobileTV +PC/Laptop +Mobile +Tablet
  13. 13. Multi-platform: Simultaneous viewing Source: comScore Single Source Multi-Platform Study55%45%Men WomenGenderAge53% 54% 54%18-24 25-54 55+75%25%TV Only TV + Second ScreenDevice Usage Time When Watching TVMulti Screen Olympic Viewers(TV + 1 other platform): 100%Simultaneous Viewers(TV + Second Screen): 54%Olympics Followers
  14. 14. The power of targeteddigital advertising drivesoptimization“Commerce has become marketing and marketinghas become commerce.”Rishad TobaccowalaChief Strategy and Innovation OfficerVivaki
  15. 15. Advertising CommerceTargeted advertising: Dynamics are changing, with commerce fuelingadvertising in tight feedback loop
  16. 16. Median Offline Sales Lift in 3-Months from Digital Advertising for CPG BrandsAmong Consumers Receiving AdsSource: comScore AdEffx Offline Sales Lift, Norms for CPG, Mar-2011Targeted advertising: Purchase-based targeting drives higher lifts in in-storesales than campaigns that don’t leverage this type of targeting+21%+38%With Purchase-BasedTargetingNo Targeting
  17. 17. 0 50,000 100,000 150,000 200,000 250,000Google SitesYahoo! SitesFacebookMicrosoft SitesAmazon SitesAOL, Inc.Glam MediaApple Inc.Wikimedia Foundation SitesCBS InteractiveTop 10 Properties Multi-Platform AudiencesUnique Visitors (000) by PlatformSource: comScore Media Metrix Multi-Platform, US, Mar-2013Desktop Only Desktop + Mobile Mobile OnlyTargeted advertising: Top web properties extend their audience reachsignificantly through mobile channelsAmazon accounts for1 in every 6e-commerce dollarsspent in the U.S.187 million164 million
  18. 18. Targeted advertising: Amazon has become a major player as an advertisingplatform, offering ad delivery based on a wealth of browsing and buying data0.00.51.01.52.02.53.03.54.0Oct-2010Nov-2010Dec-2010Jan-2011Feb-2011Mar-2011Apr-2011May-2011Jun-2011Jul-2011Aug-2011Sep-2011Oct-2011Nov-2011Dec-2011Jan-2012Feb-2012Mar-2012Apr-2012May-2012Jun-2012Jul-2012Aug-2012Sep-2012Oct-2012Nov-2012Dec-2012Jan-2013Feb-2013Amazon Display Ad Impressions (in Billions)Source: comScore Ad Metrix, US+40% Y/Y
  19. 19. 2,4601,3591,3291,266773738689660610564531Weight WatchersAT&TProcter & GambleAmazon.comCapella UniversityING GroepAmerican ExpressVerizonGoogleEquifaxDeutsche TelekomTop Advertisers on Amazon by Display Ad Impressions(in Millions)Source: comScore Ad Metrix, US, Feb-2013Targeted advertising: Major advertisers have take notice of Amazon’svaluable targeting advantageMany of theseadvertisers sell alarge majority of theirproducts offline
  20. 20. $994$9,905$1,263$11,550Online OfflineUnexposed ExposedDollar Sales Lift Among HouseholdsExposed to Online Advertising% Lift: 17%% Lift: 27%Despite click rates of only 0.1%, display ads can successfully liftretailer sales – both online and offlineSource: “Whither the Click?” 139 comScore studies in theJune 2009 Journal of Advertising Research Exposure to display adsdoesn’t just impact onlinesales – it lifts in-storesales as well The absolute dollar liftin offline sales is 5x higherthan the lift in e-commercesales The click is misleadingas a measure of campaigneffectivenessConclusions
  21. 21. Targeted advertising: Monitoring campaign execution in real-timeKellogg’s digital campaign monitoring dashboard from comScoreIn-Market Campaign Optimization by PublisherBased on Cost and Effectiveness• Opportunity to optimize - budgets follow performance• Multiple publishers, each with high reach potential• Wide variance in performance observed real-timeBrand X - Q3/Q4PublisherAvgFrequencyImpressionsin TargetImpressionsin ViewLift inAwarenessCPM1 3.5 24.5% 83% 5.74 $2.442 3.0 16.9% 91% 0.55 $9.083 8.4 23.5% 71% 0 $8.62
  22. 22. ROI3X6xYear 1 Year 2 1H Year 3Targeted advertising: Is Kellogg’s digital strategy working?Absolutely!Implemented new digital strategy and analytics in first half of year 3ROI results from their first two Brand Market Mix ModelsROI2X5XYear 1 Year 2 1H Year 3Brand 1 ROI Brand 2 ROI6X
  23. 23. Succeeding in this Brave New Digital World• It’s a multi-platform world• More screens means more overall consumption: not a zero sum game• Media companies and retailers are extending the total reach of theiraudience via smartphones and tablets• The power of digital is in targeting• Targeting according to behavior: buying and /or browsing• Emergence of the retailer as a targeted advertising platform• Real-time optimization of digital media plan delivery increasestargeting accuracy, viewability and ROI
  24. 24. Thank you!Festival of Media | 30 April 2013@comScoreBrave New Digital Worldfrom Content to Commerce

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