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![© comScore, Inc. Proprietary. 20
The industry is calling for more focus on IMPACT
“Viewability means opportunity to see [but it has] been
confused with fully viewed, was recalled, was
effective, made an impact, paid attention, delivered
ROI.”
– Marc Pritchard, Chief Brand Officer, P&G
“Not every marketer is obsessed with how much time
consumers spend with their digital ads or how many
pixels they see….They just want their ads to work.”
“Although viewability standards can increase the overall
quality of online ads, viewability by itself is not an
adequate measurement of ad quality.”
“It seems like a total no-brainer: No one wants to pay for
ads that can’t be seen. But viewability is just one
factor in an effective campaign…viewability is a
useful metric but doesn’t add up as a be-all end-all
goal for marketers.”](https://image.slidesharecdn.com/gianfulgoni-comscoreiabeuropeinteract2017final-170531151237/85/Interact-2017-Keynote-speech-Measuring-the-future-by-Gian-Fulgoni-CEO-Co-Founder-comScore-20-320.jpg)
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Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-Founder, comScore
The document discusses the need for improved digital media measurement metrics that focus on effectiveness rather than just impressions or clicks. It argues that online surveys often provide misleading data due to sampling biases, and that viewability alone is not a sufficient metric as it does not measure outcomes like ad recall, attitudes, or sales lift. The document advocates for cross-platform measurement of unduplicated audiences and effective frequency to better plan campaigns across devices.
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Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-Founder, comScore
- 1. © comScore, Inc. Proprietary. #InteractIAB MEASURING FOR THE FUTURE How to Apply Lessons Learned in Media Measurement to Advance the Digital Industry Dr. Gian Fulgoni CEO & Co-Founder comScore, Inc. 23 May 2017 For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents
- 2. © comScore, Inc. Proprietary. 2
- 3. © comScore, Inc. Proprietary. 3 Digital is the most measurable medium in the world ...but it’s far from perfect
- 4. © comScore, Inc. Proprietary. 44© comScore, Inc. Proprietary. Clicks on ads are at best an incomplete – and at worst a misleading – effectiveness metric. Measure attitudinal and behavioral lifts instead.
- 5. © comScore, Inc. Proprietary. 5 Whither the Click? Only 1 to 4 clicks per one thousand impressions! Today, very few people click on ads… Source: Google DoubleClick, November 2016 to April 2017 Click-through rates across static image, flash and rich media formats 0.11% 0.16% 0.20% 0.22% 0.15% 5© comScore, Inc. Proprietary.
- 6. © comScore, Inc. Proprietary. 6 …and research says clicks don’t predict sales impact 6© comScore, Inc. Proprietary. A negative pattern exists between Sales Lift per Household and Click Through Rate (i.e., as CTR increases, sales decrease) R2 = -0.039 A regression analysis shows there is no statistically significant relationship between CTR and Sales $- $0.100 $0.200 $0.300 $0.400 $0.500 $0.600 0.00% 0.20% 0.40% 0.60% 0.80% Sales Lift/HH in $ CTR Sales Lift/HH in $ Click-through Rate
- 7. © comScore, Inc. Proprietary. 77© comScore, Inc. Proprietary. Self-reported online survey data that requires consumer recall is misleading for cross-channel and cross-platform measurement.
- 8. © comScore, Inc. Proprietary. 8 Source: comScore behavioral research, via passive observation Major source of the problem: online survey panelists are heavier-than-average Internet users by a factor of 2 to 3 0 50 100 150 200 250 300 350 Time spent online Pages downloaded Searches conducted Dollars spent online Made online credit card application Paid bills online Average User Survey Panelist AVERAGE USER Index
- 9. © comScore, Inc. Proprietary. 9 5.0 3.7 Online Survey Behavioral 4.3 5.4 Online Survey Behavioral 35% Overstatement Hours Per Day Online 20% Understatement Hours Per Day Watching TV The reality is that online surveys overstate time spent online by 35% – and understate TV time by 20%
- 10. © comScore, Inc. Proprietary. 10 * NRF Survey Online surveys dramatically overstate e-commerce spend. E-commerce as % of Discretionary Consumer Spending E-commerce as % of Discretionary Consumer Spending U.S. DEPARTMENT OF COMMERCE ONLINE SURVEY* 42% 14% ** Excludes autos, gas and food / bev
- 11. © comScore, Inc. Proprietary. 1111© comScore, Inc. Proprietary. The accuracy of cookie-based targeting leaves a lot to be desired…
- 12. © comScore, Inc. Proprietary. 12 comScore in-target benchmarks show low demographic targeting accuracy 12© comScore, Inc. Proprietary. 39% France 47% Italy 42% Spain 44% UK Source: comScore vCE Benchmarks, Q1 2017. % Digital Ad Impressions Delivered to Correct Demographic
- 13. © comScore, Inc. Proprietary. 13 In-target accuracy: why 100% requires audience guarantees and make-goods 13© comScore, Inc. Proprietary. Some targeting infers demography based on content consumption Nearly 50% of computers are shared, so cookies don’t know who is using the computer at any given point in time Not all registration data are accurate Demographic data become outdated
- 14. © comScore, Inc. Proprietary. 14 Industry benchmarks can help media buyers and sellers set campaign delivery expectations. 14© comScore, Inc. Proprietary. Measurement of Viewability, Brand Safety and Non-Human Traffic provides much-needed transparency in an increasingly opaque, programmatic world. “Keeping that digital ad in view makes a real impression”
- 15. © comScore, Inc. Proprietary. 15 About a half of ads worldwide still don’t have the opportunity to be seen DESKTOP DISPLAY VIEWABILITY RANGES FROM 48% - 55% ACROSS MARKETS Source: comScore vCE Benchmarks, Global, Q1 2017 Australia 48% UK 49% Germany 50% France 50% Brazil 53% Spain 54% Italy 54% Mexico 54% Canada 55% US 55%
- 16. © comScore, Inc. Proprietary. 16Source: comScore vCE Benchmarks, US, Q1 2017 Direct buys see higher viewability than programmatic DESKTOP DISPLAY DESKTOP VIDEO DIRECT PROGRAMMATIC DIRECT PROGRAMMATIC 60% 54% 73% 51% Q1 2017
- 17. © comScore, Inc. Proprietary. 17Source: comScore vCE Benchmarks, US, Q1 2017 High-price video ads attract the most IVT 6% IVT DESKTOP DISPLAY 10% IVT DESKTOP VIDEO Q1 2017
- 18. © comScore, Inc. Proprietary. 18Source: comScore vCE Benchmarks, US, Q1 2017 Programmatic magnifies the IVT problem DESKTOP DISPLAY DESKTOP VIDEO 6% 4% DIRECT PROGRAMMATIC 10% 4% DIRECT PROGRAMMATIC Q1 2017
- 19. © comScore, Inc. Proprietary. 19 Digital media and measurement needs to continue to evolve
- 20. © comScore, Inc. Proprietary. 20 The industry is calling for more focus on IMPACT “Viewability means opportunity to see [but it has] been confused with fully viewed, was recalled, was effective, made an impact, paid attention, delivered ROI.” – Marc Pritchard, Chief Brand Officer, P&G “Not every marketer is obsessed with how much time consumers spend with their digital ads or how many pixels they see….They just want their ads to work.” “Although viewability standards can increase the overall quality of online ads, viewability by itself is not an adequate measurement of ad quality.” “It seems like a total no-brainer: No one wants to pay for ads that can’t be seen. But viewability is just one factor in an effective campaign…viewability is a useful metric but doesn’t add up as a be-all end-all goal for marketers.”
- 21. © comScore, Inc. Proprietary. 21 As an industry, we must bring focus back to the advertising metrics that matter – and that means accepting viewability as a necessary but not sufficient – and increasing our attention on Unduplicated R/F, GRPs and Lift in Attitudes and Sales It’s clear: Viewability alone is not enough.
- 22. © comScore, Inc. Proprietary. 22 Measuring for the future in a cross-platform world • Measurement of unduplicated audiences across platforms at a granular level
- 23. © comScore, Inc. Proprietary. 23Source: comScore Xmedia, February 2015 Cross-platform deduplication in action: Millennials exhibited much greater Time Shifted Viewing (TSV) and Digital consumption for a Network TV Series Finale All Persons P18-34 Digital Only Live + 7 Live + SD Live +21% +3% +24% +35% +8% +43% Incremental Audience from TSV and Digital
- 24. © comScore, Inc. Proprietary. 24 “We have to get better at cross-platform measurement. Better at de-duplication. We need to understand how much reach we obtain on a campaign across devices. With the availability of cross-platform data that allows improved media planning, I believe ad spending will increase across all platforms, including television.” Irwin Gottlieb, Global Chairman, GroupM
- 25. © comScore, Inc. Proprietary. 25 Measuring for the future in a cross-platform world • Measurement of unduplicated audiences across platforms at a granular level • Effective frequency capping across platforms
- 26. 1-2 3-9 10-2021-50 51+ 0.8% 33.3% 1.4% 11.0% 19.6% 22.4% 75.4% 23.7% 2.8% 9.6% % PEOPLE % IMPRESSIONS MANY PEOPLE RECEIVE TOO FEW IMPRESSIONS TOO MANY IMPRESSIONS WASTED ON SMALL NUMBER OF PEOPLE Frequency Distributions Are Not Optimal IMPRESSIONS PER PERSON
- 27. 50 EXPOSURES15-20 EXPOSURES POINT LIFT (BRAND) Contribution of Incremental Exposures Declines Quickly After 20 Exposures IMPRESSIONS PER PERSON INCREASING EFFECTIVENESS MINIMAL EFFECTIVENESS DECLINING EFFECTIVENESS
- 28. Implications for Excessive Frequency v Frequency caps from 20 to 50 are appropriate for most brands v Exposures above those thresholds are, at best, wasted v The marginal contribution of an incremental exposure declines quickly and loses over 90% of its effectiveness even earlier v The thresholds for wasteful or harmful effects are likely to be lower for interruptive advertising such as online video ads or pop-up ads
- 29. © comScore, Inc. Proprietary. 29 Measuring for the future in a cross-platform world • Measurement of unduplicated audiences across platforms • Effective frequency capping across platforms • Aligned metrics between TV and Digital Video • - Average minute TV audience vs. number of digital video views
- 30. © comScore, Inc. Proprietary. 30 Measuring for the future in a cross-platform world • Measurement of unduplicated audiences across platforms • Effective frequency capping across platforms • Aligned metrics between TV and Digital Video - Average Minute TV Audience vs. Number of Digital Video Views • Correct measurement of reach on social media - De-duplicating across followers §
- 31. © comScore, Inc. Proprietary. 31 Measuring for the future in a cross-platform world • Measurement of unduplicated audiences across platforms • Effective frequency capping across platforms • Aligned metrics between TV and Digital Video - Average Minute TV Audience vs. Number of Digital Video Views • Un-duplicated measurement of reach on social media - De-duplicating across followers • Measurement of cross-platform campaign effectiveness
- 32. © comScore, Inc. Proprietary. 32Source: comScore/dunnhumby for Digital, IRI/BehaviorScan for TV 3.8% 6.8% 8.0% ??? Non-Targeted Digital Targeted Digital TV Targeted TV The value of viewable and addressable puts digital on par with TV Average In-Store Brand Sales Lift: TV vs. Digital 3 Mo. For Digital vs. 1 Yr. for TV Includes 100% viewable ads Addressable Digital
- 33. © comScore, Inc. Proprietary. 33 $1.00 $1.19 $1.20 $1.60 TV TV + Print TV + Radio TV + Digital Source: ARF A cross platform plan that includes TV & digital can be expected to generate a higher ROI than TV alone Investing in TV + Digital = +60% ROI
- 34. © comScore, Inc. Proprietary. 34 Measuring for the future in a cross-platform world • Measurement of unduplicated audiences across platforms • Effective frequency capping across platforms • Aligned metrics between TV and Digital Video - Average Minute TV Audience vs. Number of Digital Video Views • Un-duplicated measurement of reach on social media - De-duplicating across followers • Measurement of campaign effectiveness • Cooperation of the industry
- 35. © comScore, Inc. Proprietary. #InteractIAB THANK YOU Gian Fulgoni gfulgoni@comscore.com @gfulgoni For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents