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State of the Global and Local Internet (Asia Pacific) presentation at AdTech Singapore 2012 by Greg Dale. download here: ...

State of the Global and Local Internet (Asia Pacific) presentation at AdTech Singapore 2012 by Greg Dale. download here: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/State_of_the_Global_and_Local_Internet

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comScore presentation adtech Singapore  2012 comScore presentation adtech Singapore 2012 Presentation Transcript

  • State of the Global and Local InternetLessons Learned from the Digital Measurement Trenches OfOnline AdvertisingGreg Dale, comScore, Inc. Twitter: @comScoreAPACEVP International @comScore
  • Discussion Topics§  A Brief Introduction to comScore§  Key Trends Shaping the Digital Landscape§  Lessons Learned About Online Advertising and the Future of the Digital Economy © comScore, Inc. Proprietary. 2
  • comScore’s UDM Approach Leverages the Best of Panel & Server Data 2 Million Person Panel PERSON-Centric Panel with 360°View of Person Behavior SITE-Census Measurement Web Visiting & Search Online Behavior Online & Offline Advertising Buying Exposure PANEL CENSUS Advertising Transactions Effectiveness Media & Video Demographics, Consumption Lifestyles PANEL & Attitudes Unified Digital Measurement™ (UDM) Mobile Internet Usage & Behavior Patent-Pending Methodology 1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties And, a behavioral cross-platform measurement capability 3 © comScore, Inc. Proprietary. V0411
  • comScore is a Global Leader in Measuring the Digital WorldNASDAQ SCORClients 1,900+ worldwideEmployees 1,000+Headquarters Reston, VA 170+ countries under measurement;Global Coverage 44 markets reportedLocal Presence 32+ locations in 23 countries © comScore, Inc. Proprietary. 4 V0411
  • A GLOBAL AND LOCAL LOOK ATTODAY’S DIGITAL LANDSCAPE © comScore, Inc. Proprietary. 5
  • Today’s Global Internet User 1 in 5 24 Minutes Spent Number of HoursSocial Networking Spent Online 174 2,300 Online Videos pages of content Viewed consumed 121 56 Searches Distinct Visits Performed to the Web Source: comScore Media Metrix, qSearch and Video Metrix, Visitors Age 15+ Home/ © comScore, Inc. Proprietary. 6 Work Location, Worldwide, April 2012
  • The U.S. Is No Longer the Center of the Online Universe U.S. Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience MiddleRest of the East- World 34% Latin Africa, America, 8.9% Asia 8.9% Pacific, 87% North 41.1% America, U.S. 14.5% 66% Asia Pacific 13% Europe, 26.6% 1996 2011 In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region with over 40% of the online population. © comScore, Inc. Proprietary. 7 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012
  • Latin America, Middle East-Africa and Asia Pacific Driving Growth ofGlobal Internet Worldwide Online Population (Millions) +9% 1,478 1362.4 Apr-11 Apr-12 +9% +8% +4% +13% +11% 557 607 365 394 206 214 117 132 118 131 Asia Pacific Europe North Latin Middle East - America America Africa © comScore, Inc. Proprietary. 8 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012 vs. Apr-2011
  • China, the U.S. and Japan Represent Largest Online Populations World’s Largest Internet Markets Unique Visitors (000) China 333,930 United States 188,478 Japan 73,466 India 57,838 Russia 56,924 Germany 51,600 Brazil 45,478 France 43,207 United Kingdom 37,613 South Korea 31,005 © comScore, Inc. Proprietary. 9 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012
  • Southeast Asia and Latin America Account for the Majority of Today’sFastest Growing Online Populations Italy Singapore Venezuela +24% +14% +62% Mexico Colombia +22% +13% India +34% Russia Philippines +19% +11% Indonesia +29% Ireland Malaysia +16% +9% Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012 © comScore, Inc. Proprietary. 10 vs. April 2011
  • Southeast Asia Accounts for Half of the World’s Youngest Markets % of Internet Audience Under Age 35 India 74.7% Thailand 74.4% Vietnam 73.3% Venezuela 71.2% Indonesia 70.7% Philippines 70.6% Turkey 70.6% Colombia 65.8% Mexico 62.6% Malaysia 62.3% Singapore 52.8% © comScore, Inc. Proprietary. 11 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012
  • These Young Users Account for an Even Greater Share of Time Share of Total Online Minutes Thailand 77.5% 22.5% Vietnam 78.6% 21.4% Indonesia 71.4% 28.6% Philippines 71.0% 29.0% Malaysia 65.0% 35.0% Singapore 58.4% 41.6% Under Age 35 Age 35 and Older © comScore, Inc. Proprietary. 12 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012
  • But in Most of SEA, Total Engagement Falls Below Global Average Average Hours Spent Online, April 2012 39.6 37.1 29.8 29.1 23.8 21.5 19.2 17.4 16.3 ide . UK nd am ore es sia sia ldw U.S aila ietn gap ppin alay IndoneWor Th V Sin Phil i M © comScore, Inc. Proprietary. 13 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012
  • 5 KEY TRENDS SHAPING THEDIGITAL LANDSCAPEØ SOCIAL NETWORKINGØ E-COMMERCEØ ONLINE VIDEOØ MOBILEØ DIGITAL ADVERTISING © comScore, Inc. Proprietary. 14
  • SOCIAL NETWORKING© comScore, Inc. Proprietary. 15
  • The Rise of the Global Social Networking Audience Worldwide Total Unique Visitors (MM)1,6001,400 +88% Total Internet1,2001,000 +174% Social 800 Networking 600 400 200 0 2007 2008 2009 2010 2011 Source: comScore Media Metrix, March 2007 - October 2011 © comScore, Inc. Proprietary. 16
  • Nearly in 1 5 minutes online is spent on social networks today 2008 2009 2010 201135 Social Networking30 Search/Navigation Retail25 Communications (Email/IM) Other ContentTime Spent on Key Categories OnlineWorldwide Hours per Month (Billions) Source: comScore Media Metrix, March 2007 - October 2011 © comScore, Inc. Proprietary. 17
  • 3 in 4 minutes on social networking sites globally are spent on Facebook1 in 7 minutes spent online are spent on Facebook Source: comScore Media Metrix, April 2012 © comScore, Inc. Proprietary. 18
  • 3 Facebook’s worldwide site rank55% Facebook’s global penetration1 Market in Southeast Asia where Facebook does not lead SN category (Vietnam) Source: comScore Media Metrix, April 2012 © comScore, Inc. Proprietary. 19
  • The Philippines has the Highest Reach for Social Networking, but Thailand is Home to the Most Engaged Social Networkers Social Networking % Reach of Social Networking Average Visitors Hours per VisitorPhilippines 96.0% Thailand 8.9Singapore 94.7%Philippines 8.0 Malaysia 94.2% Malaysia 5.6 Indonesia 92.6% Indonesia 4.9 Thailand 92.5% Singapore 3.7 Vietnam 86.3% Vietnam 3.7 © comScore, Inc. Proprietary. 20 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012
  • Facebook and Twitter Lead Most SEA Markets Except Vietnam SINGAPORE % Reach MALAYSIA % Reach Facebook.com 72.1% Facebook.com 86.6% Twitter.com 19.9% Twitter.com 16.0% LinkedIn.com 12.4% Digg.com 6.5% INDONESIA % Reach PHILIPPINES % Reach Facebook.com 84.6% Facebook.com 94.3% Twitter.com 31.6% Twitter.com 25.5% Multiply.com 13.4% Multiply 12.0% THAILAND % Reach VIETNAM % Reach Facebook.com 87.4% ZING Me 58.7% Twitter.com 14.7% Facebook.com 49.4% Pantown.com 8.3% Yahoo! Profile 10.2% © comScore, Inc. Proprietary. 21 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012
  • Emerging Social Networks: “Pinning” Takes off in Southeast Asia 100 90 PhilippinesTotal Unique Visitors (000) 80 Malaysia 70 Thailand 60 Indonesia 50 Singapore 40 Vietnam 30 20 10 0 Nov-2011 Dec-2011 Jan-2012 Feb-2012 Mar-2012 Apr-2012 © comScore, Inc. Proprietary. 22 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012
  • In Singapore, Women Account for 9 in 10 Minutes Spent on Pinterest Female Male % Composition 56.3% 43.7% of Visitors % Composition 89.8% 10.2% of Minutes Source: comScore Media Metrix, Singapore, Visitors Age 15+ Home/Work Location, © comScore, Inc. Proprietary. 23 April 2012
  • e-Commerce© comScore, Inc. Proprietary. 24
  • Asia Pacific Falls Below the Global Average for Retail Visitation % Reach of Retail Category % Reach of Retail Category APAC by Global Region Taiwan 85.8% Japan 83.9% Worldwide 72.0% New Zealand 80.7% Vietnam 79.2%North America 88.6% Australia 72.7% South Korea 72.4% Europe 78.1% Hong Kong 70.0% Singapore 67.2%Latin America 70.6% Thailand 66.8% China 64.9% Asia Pacific 67.0% India 57.6% Indonesia 54.9% Middle East - Philippines 50.7% 51.2% Africa Malaysia 50.2% Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012 © comScore, Inc. Proprietary. 25
  • But Markets Across the Region are Seeing Strong Growth in Retail Growth in Retail Category Visitors (000) +39% Apr-11 Apr-12 6,932 +13% 5,922 5,238 4,970 +21% +13% 3,150 2,596 1,968 2,216 Indonesia Malaysia Philippines Singapore © comScore, Inc. Proprietary. 26 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012
  • Deal Sites Also Witnessing Significant Local Adoption Indonesia Thailand Malaysia Philippines © comScore, Inc. Proprietary. 27 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012
  • Travel and Retail Correlates with Online Banking in Developing DigitalMarkets Singapore Malaysia India UK © comScore, Inc. Proprietary. 28 Source: comScore Media Metrix Media, March 2012
  • ONLINE VIDEO© comScore, Inc. Proprietary. 29
  • 1.2 Billion People Worldwide Viewed a Total of 211 Billion Videos in Apr Top Global Video Properties by Share of Videos Viewed (Billions) Videos Google Sites 87.6 41.4% Youku Inc. 4.1 1.9% Dwango Co., Ltd. 3.5 1.6% 2 in every 5 VEVO 3.1 Videos 1.5% Viewed on Tencent Inc. 2.7 YouTube 1.3% Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, April 2012, © comScore, Inc. Proprietary. 30 Worldwide
  • Online Video’s Blockbuster Year: Viewers Up Double Digits inSingapore and Malaysia Video Viewers (000) in Singapore and Malaysia Video Metrix will be introduced shortly for the Philippines, + 11% Indonesia and Vietnam. 9,491 8,584 + 18% 2,338 2,748 Singapore Malaysia Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, Apr-2012 vs. © comScore, Inc. Proprietary. 31 Apr-2011, Singapore and Malaysia
  • Video Viewers in Singapore Watched an Average of 160 VideosOnline in April, Growing 46% in the Past Year Average Videos per Viewer in Singapore +46% In Past 160 Year 150 140 130 120 110 100 90 80 Apr-2011 Apr-2012 Source: comScore Video Metrix, Viewers Age 6+ Home/Work Location, Apr-2012 vs. © comScore, Inc. Proprietary. 32 Apr-2011. Singapore
  • Top Video Destinations in Singapore: YouTube, VEVO & Facebook Top Video Properties in Singapore by Unique Viewers (000) Google Sites 2,133 VEVO 770 Facebook.com 722 Yahoo! Sites 706 Funshion.com 654 Dailymotion.com 577 Viacom Digital 550 Tudou Sites 509 Microsoft Sites 457 Youku Inc. 261 Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, April 2012, © comScore, Inc. Proprietary. 33 Singapore
  • YouTube Partner Channels Attract Loyal Following CHANNELS Videos per Top Channels in Singapore by Viewers (000) Viewer Machinima @ YouTube 419 12.3 FullScreen @ YouTube 238 3.9 Maker Studios Inc. @ YouTube 211 11.2 sment @ YouTube 181 7.5 BroadbandTV @ YouTube 175 4.3 Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, April 2012, © comScore, Inc. Proprietary. 34 Singapore
  • MOBILE© comScore, Inc. Proprietary. 35
  • Mobile & Tablet Devices Shifting How Users Connect Across the Globe Non-Computer Traffic for Selected Markets Mobile Tablet Other Singapore 11.5% UK 9.5% U.S. 8.2% Australia 7.7% Japan 7.1% Canada 6.5% Spain 5.2% India 5.1% France 2.8% Brazil 1.5% © comScore, Inc. Proprietary. 36 Source: comScore Device Essentials, Dec-2011
  • Although Mobile Drives Majority of Non-Computer Traffic in SEA,Tablets Account for More than 40% in Malaysia, Philippines, Thailand Share of Non-Computer Traffic by Market Mobile Tablet Other 9.4% 21.5% 39.3% 44.5% 42.8% 46.2% 90.2% 77.8% 58.9% 54.6% 49.5% 51.0% Singapore Malaysia Philippines Thailand Vietnam Indonesia © comScore, Inc. Proprietary. 37 Source: comScore Device Essentials, March 2012
  • iOS Leads Among Operating Systems on Non-computer Devices inSingapore – Particularly on Tablets, with 91% of Tablet Page Views Singapore: Device Share of Non-Computer Traffic Mobile Other Tablet 1.7% 8.7%Other 26.1% 39.3% RIMRIM AndroidSymbian 68.8% 91.0%Android 58.9% iOSiOS Mobile Tablet © comScore, Inc. Proprietary. 38 Source: comScore Device Essentials, Singapore, March 2012
  • Cross-Device Consumption: Device Usage Differs Throughout Day Tablets rule PCs dominate the home working hours Smartphones bridge the gapsWeekday Share of Device Page Traffic in the Singapore Confidential and Proprietary 39 Source: comScore Device Essential, Week of May 14, 2012, © comScore, Inc. Proprietary. 39 Singapore
  • Users Spend More Time on Facebook on their Mobile than PCs in U.S. Average Monthly Minutes per Visitor for Selected Mobile Social Networking Sites (U.S.) 441.3 145.6 114.4 Higher than Fixed Internet 68.4 52.9 Apps drove the majority of engagement, 12.9 representing 4 in every 5 mobile media minutes. © comScore, Inc. Proprietary. 40 Source: comScore Mobile Metrix 2.0,March 2012, U.S.
  • DIGITAL ADVERTISING© comScore, Inc. Proprietary. 41
  • The great promise of the Internet has always been that it’s the ‘most measured and most accountable’ medium… But 15 years later, the promise has frayed…RESPONSE RESPONSE DIRECT DIRECT RESPONSE BRANDING BRANDINGated Inflated IMPRESSIONS IMPRESSIONS IMPRESSIONS Inflated Inflated Inflated Inflated Inflated IMPRESSIONS DIRECT RESPONSE BRANDING CLICK-THROUGH THROUGHTHROUGH Gamed CLICK CLICK Gamed Irrelevantmed Inflated Gamed IMPRESSIONS RATE Irrelevant Irrelevant Inflated CLICK THROUGH RATE RATE RATE DIRECTImportant Not RESPONSE Confounded cookie-to- BRANDING by COOKIE REACH Gamed CLICK THROUGH COOKIE REACH Irrelevant Confounded byportant Not & FREQUENCY Confounded by cookie-to- Important COOKIE REACHRATE Not Important cookie-to-person COOKIE REACH person relationship & FREQUENCY & FREQUENCY Inflated IMPRESSIONS person&relationship FREQUENCY Inflated relationship Not Important Not Important COOKIE REACH PERSON-BASED Confoundedby non-visible Distorted by cookie-to- PERSON-BASED Not CLICK&THROUGH Distorted by non-visibleportant Gamed PERSON-BASED FREQUENCE Distorted relationship & FREQUENCY REACH Important person by Irrelevant impressions PERSON-BASED REACH & REACH & Not Important RATE FREQUENCE non-visible REACH & FREQUENCE impressions FREQUENCY Not Important © comScore, Inc. PERSON-BASED Proprietary. 42 impressions Distorted by non-visible Not Important REACH & FREQUENCE COOKIE REACH impressions Confounded by cookie-to-
  • There are many issues that are ‘holding digital back’ Ad clutter Poor visibility Digital Advertising Needs a Reality Check Bad actors Glut of low quality gaming the inventory system © comScore, Inc. Proprietary. 43
  • The 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 seen © comScore, Inc. Proprietary. 44
  • The first industry study to bring 12 leading marketers together toholistically understand how online advertising is delivered18 campaigns2 billion impressions400k sites Allstate © comScore, Inc. Proprietary. 45
  • Study Objective:Quantify incidence of sub-optimal ad delivery across key addelivery dimensions… … to better understand sources of waste and identify opportunities to extract more value for all players in the online advertising ecosystem © comScore, Inc. Proprietary. 46
  • vCE Charter Study Findings © comScore, Inc. Proprietary. 47
  • Across all campaigns, the average in-view rate was 69%,meaning 3 out of 10 ads weren’t seen Figure 1 Percentage of Ads In-View by Campaign Percentage of Ads In-View by Campaign 1 93% 2 85% 3 84% 4 80% 5 76% 6 75% 7 74% CAMPAIGN 8 73% 9 71% 10 69% 11 68% 12 66% 13 65% 14 59% 15 58% 16 58% 17 57% 18 55% 48
  • Campaign in-view ad rates ranged from:US 55% to 93% & from Charter Studies In-view Rates EU 64% to 72% US 69% CA EU 67% AVERAGE 65% AVERAGE AVERAGE 49
  • Large sites within a content category do a better job thanFigure 4 Percentage of Ads Served In-View within a Given Site Category smaller sites at ensuring the ads are actually viewable Percentage of Ads Served In-View within a Given Site Category 77% 74% % OF ADS IN-VIEW 70% 61% TOP 50 TOP 100 TOP 500 LONG TAIL SITES SITES SITES SITES (REMAINING 501+ SITES) The difference in in-view rates between Top 50 sites versus the long tail sites in their category was a full 16-percentage points 50
  • Second only to age, the ability to reach a behavioral attribute was the next most common targeting approach Percent of Charter Campaigns Using Desired Attribute(s)rcent of Charter Campaignsed Attribute(s) 94% Digital marketers understand that people are more than just a demographic. 50% 44% Using demographics alone to evaluate campaign delivery may not be sufficient 6% 6% AGE BEHAVIORAL GENDER HOUSEHOLD PRESENCE SEGMENT INCOME OF CHILD 51
  • The ability to reach a specific behavioral segment varied greatly,demonstrating the importance of validation and in-flightoptimization 36% 23% average 67% LOW HIGH % of Ads Delivered to the Primary Behavioral Attribute by Campaign 52
  • Brand safety should be of the utmost importance to advertisers.Even one poorly delivered ad can leave a very bad impression Figure 17 Percent of vCE Charter Study Campaigns with Impressions Delivered Next to Content Deemed “Not Brand Safe”Percent of Campaigns with ImpressionsDelivered Next to Content Deemed “Not BrandSafe” 28% 28% 28% 72% 72% 72% SOME ADS IN INAPPROPRIATE CONTENT 92,000 PEOPLE EXPOSED TO NO ADS IN INAPPROPRIATE CONTENT Adult-Content and/or Hate Sites SOME ADS IN INAPPROPRIATE CONTENT 92,000 PEOPLE NO ADS IN INAPPROPRIATE CONTENT SOME ADS IN INAPPROPRIATE CONTENT 92,000 PEOPLE E Adult-Content and NO ADS IN INAPPROPRIATE CONTENT 53 Adult-Content and
  • CE™/vCE™: Massive Global Market Adoption2,600+ Studies for 120 advertisers / agencies in 28 countries North America Europe SEA Charter Brands Allstate! Not an exhaustive list. Includes advertisers currently working with comScore vCE 54 who have agreed to be named publicly.
  • Key Takeaways§  Asia’s place in the global digital landscape. –  Large, growing and young Internet audiences highlight tremendous potential for the region. –  Penetration and engagement levels still have room to grow.§  Social networking dominates online experience. –  Brands need to understand the extended reach of fans, friends and social media ads and how these fit into overall digital strategy.§  E-commerce is growing, but still lags behind the U.S. and Europe. –  Local e-commerce brands entering the market will help fuel continued growth and increase consumer confidence in purchasing online.§  Online video landscape developing, move towards long form content. –  Online video opening up big opportunities for advertisers. –  YouTube channels introducing new segments. © comScore, Inc. Proprietary. 55
  • Key Takeaways Continued§  Smartphone and tablets fuel the rise of the Digital Omnivore. –  Mobile platforms are disrupting the digital landscape. –  Publishers and advertisers need to understand how people are using devices differently throughout the day to best hone digital strategies.§  Ad validation will be critical in driving growth in the digital market. –  There are real campaign performance issues happening even with larger sites; need to be on top of your campaigns everyday. –  Key metrics like viewability will drive the conversation in the digital ad economy. –  Validation from a single provider will become increasingly important to advertisers and agencies. © comScore, Inc. Proprietary. 56
  • Thank you!For a copy of today’s presentation, please emailpress@comscore.comGreg Dale, comScore, Inc. Twitter: @comScoreAPACEVP, International @comScore