Digital Advertising EffectivenessThe death of the clickPrepared forOsnat Zaretsky, Senior BD manager - comScore Europe
comScore is a Global Leader in Measuring the Digital World NASDAQ              SCOR Clients             1600+ worldwide Em...
comScore Digital Business Analytics                                                     Audience Measurement              ...
Our EU clients (partial list)               Publishers                             Agencies                © comScore, Inc...
© comScore, Inc.   Proprietary.   5
Where are the online advertising $$$ coming from?The internet is disproportionately used for direct response advertising  ...
The last surviving clicks                      0.25%                                                  Banner Ad Click Rate...
Display advertising’s early mistake               © comScore, Inc.   Proprietary.   8
Clickers becoming extinct in USA?   Heavy and Moderate clickers are only 8% of the internet population but                ...
And the Russian clickers?                  2%                       3%                  5%                                ...
Heavy Clickers: Not Representative                                           Internet Usage Skew              © comScore, ...
But Digital Advertising Has Been Proven to Work!Branding Impact Significant1.60%1.40%                                     ...
Can it Increase Consumer Engagement: Yes!               © comScore, Inc.   Proprietary.   13   Source: comScore “Whither t...
Does it Drive Sales: Yes                                                      Source: “Whither the Click?” 139 comScore st...
Sales Impact Comparable to TV            BehaviorScan tests conducted over one year period                  comScore studi...
The Way Forward: More Relevant Metrics         © comScore, Inc.   Proprietary.   16
Can it work in Russia?                Russian online audience devotes time to brand sites!                         Time Pe...
The future of advertising revealing itself Rich media and takeovers - on premium publisher sites reduce clutter and       ...
Visitor Non-Buyer Analysis                                                                        Transaction Share of Los...
Ad Effectiveness Solutions    Post Buy Analysis                             Attitudinal Effectiveness    Behavioural Effec...
Thank You.                  THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™Osnat Zaretskyozaretsky@comscore.com +44 7503...
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The death of the click (с) Osnat Zaretsky

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The death of the click (с) Osnat Zaretsky

  1. 1. Digital Advertising EffectivenessThe death of the clickPrepared forOsnat Zaretsky, Senior BD manager - comScore Europe
  2. 2. comScore is a Global Leader in Measuring the Digital World NASDAQ SCOR Clients 1600+ worldwide Employees 900+ Headquarters Reston, VA 170+ countries under measurement; Global Coverage 43 markets reported Local Presence 30+ locations in 21 countries © comScore, Inc. Proprietary. 2  V0910
  3. 3. comScore Digital Business Analytics Audience Measurement Unified Digital Measurement™ Digital Analytix™ User Analytics Vertical Market Solutions Copy Testing Campaign Verification Advertising Analytics Ad Effectiveness Cross Media Mobile Audience Measurement Mobile Analytics Network Analytics & Optimization Customer Experience & Retention © comScore, Inc. Proprietary. 3 V091410
  4. 4. Our EU clients (partial list) Publishers Agencies © comScore, Inc. Proprietary. 4
  5. 5. © comScore, Inc. Proprietary. 5
  6. 6. Where are the online advertising $$$ coming from?The internet is disproportionately used for direct response advertising Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners, LLC, and DMA © comScore, Inc. Proprietary. 6
  7. 7. The last surviving clicks 0.25% Banner Ad Click Rate is Small and Shrinking 0.20% 0.15% Click-Through Rate 0.10% 0.20% 0.18% 0.16% 0.14% 0.14% 0.13% 0.12% 0.12% 0.05% 0.10% 0.08% 0.00% China France Germany India Italy Netherlands Spain Turkey United United Kingdom States -0.05% Country Source: DoubleClick Overall Performance Norms, 2008 © comScore, Inc. Proprietary. 7
  8. 8. Display advertising’s early mistake © comScore, Inc. Proprietary. 8
  9. 9. Clickers becoming extinct in USA? Heavy and Moderate clickers are only 8% of the internet population but account for 85% of all clicks July 2007 March 2009 4% 6% 4% 10% 18% 8% 22% 16% 50% 31% 26% 67% 84% 68% 30% 51% 52% 18% 20% 15% % Internet Pop % of Clickers % of Clicks % Internet Pop % of Clickers % of Clicks Heavy Moderate Light Non Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods © comScore, Inc. Proprietary. 9
  10. 10. And the Russian clickers? 2% 3% 5% 20% 58% 33% 90% 26% 47% 16% % Internet Population % Clickers % Clicks Non clickers Light Moderate Heavy Only 10% of the Russian online population click on Display ads! © comScore, Inc. Proprietary. 10 Source: comScore Marketing Solutions, Russia, August 2010
  11. 11. Heavy Clickers: Not Representative Internet Usage Skew © comScore, Inc. Proprietary. 11 Source: comScore Marketing Solutions, Germany, August 2010
  12. 12. But Digital Advertising Has Been Proven to Work!Branding Impact Significant1.60%1.40% Average Lift from Exposure to Online Advertising1.20%1.00%0.80%0.60%0.40% Computers & Technology Consumer Goods0.20% All Marketers0.00% Awareness Purchase Intent Recommend Favorability © comScore, Inc. Proprietary. 12 Source: comScore Brand Survey Lift Norms, US Market January 2011
  13. 13. Can it Increase Consumer Engagement: Yes! © comScore, Inc. Proprietary. 13 Source: comScore “Whither the click in Europe?” – February 2010
  14. 14. Does it Drive Sales: Yes Source: “Whither the Click?” 139 comScore studies in the © comScore, Inc. Proprietary. 14 June 2009 Journal of Advertising Research
  15. 15. Sales Impact Comparable to TV BehaviorScan tests conducted over one year period comScore studies over three months* © comScore, Inc. Proprietary. 15 *Assumes 40% HH Internet reach against target.
  16. 16. The Way Forward: More Relevant Metrics © comScore, Inc. Proprietary. 16
  17. 17. Can it work in Russia? Russian online audience devotes time to brand sites! Time Per Visit (Session)76543210 Beauty, Fashion & Style Fragrances & Cosmetics Jewelery & Luxury goods Time Per Visit (Session) © comScore, Inc. Proprietary. 17
  18. 18. The future of advertising revealing itself Rich media and takeovers - on premium publisher sites reduce clutter and increase creative quality – better for brand advertising. Apple on New York Times Takeover AT&T on last.fm Takeover © comScore, Inc. Proprietary. 18
  19. 19. Visitor Non-Buyer Analysis Transaction Share of Lost Sales Among Analysis of Airline Non-Buyers (VNBs) VNBs 7.6% Bought at easyJet 4.1Million 13% Unique Had No Visitors Other Relevant Activity 92% Became Visitor 88% Non- 87% Did Not Buyers That Visit Convert (VNBs) Another Relevant Site 12% Bought Elsewhere ILLUSTRATIVE DATA ONLY © comScore, Inc. Proprietary. 19
  20. 20. Ad Effectiveness Solutions Post Buy Analysis Attitudinal Effectiveness Behavioural Effectiveness Reporting on actual Understanding consumer Measuring consumer campaign delivery attitudes after exposure behaviour after exposure to online ads to online ads 50% Visitor Penetration 45% (% Visiting Site) 40% 37.1% 201% 35% 30% 25% 24.6% 20% 18.6% 15% 15.0% 10% 12.3% Control Test 5% 0% Pre-Campaign Campaign Post- Period Period Campaign Period © comScore, Inc. Proprietary. 20
  21. 21. Thank You. THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™Osnat Zaretskyozaretsky@comscore.com +44 7503146040
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