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MEASUREMENT OF
DIGITAL
CONSUMERS’
MULTI-SCREEN
BEHAVIOR -
UNDERSTANDING
THE RIGHT
TOUCHPOINTS
ARF WEST, January 2015
2015
...
Imbalance Of Time Spent & Ad Spending
In 2015 Global Ad Spend Will Reach 545B USD
31% Of Ad Budgets Will Be Spent On Digital By 2017
Digital media has overtaken traditional media BUT it still lacks
credible media measurement data, which has led to a signi...
Industry Pain Points
Lack Of Data Impractical Insights Disintegration
 No multi-screen measurement
 No data on apps or m...
There Are Already SEVEN Device Categories With ~40M+ Users In The US
74
53
4
24
32
93
132
229
71
47
6
36
46
109
153
222
0 ...
Apple Still Growing In The Smartphone Market – Android Is A Good Second In Tablets
Source: Verto Device Watch™ service, 18...
Already 33% Of All US Online Users Own Smartphone, Tablet & Computer
Source: Verto Device Watch™ service, 18+ US adults
0
...
Desktop And Smartphones Equal In Reach BUT Not In Engagement
Source: Verto Content Watch™ service, 18+ US adults
Engagemen...
Certain Properties Are Better for Multi-Screen Targeting
Reach %
Source: Verto Content Watch™ service, 18+ US adults
Numbe...
 Which device platforms and models you should use for
advertising to different segments?
 What time of the day works bes...
Thank you!
Hannu Verkasalo, CEO
hannu.verkasalo@vertoanalytics.com
+1 347 223 1856
www.vertoanalytics.com
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ARF West: Measurement Of Digital Consumers' Multi-Screen Behavior - Understanding The Right Touchpoints

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This presentation was given by Hannu Verkasalo, CEO of Verto Analytics, at ARF West in San Francisco on January 28, 2015. It looks at the importance of understanding digital consumers' multi-screen behavior and why new set of tools is needed for measuring digital ecosystem.

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ARF West: Measurement Of Digital Consumers' Multi-Screen Behavior - Understanding The Right Touchpoints

  1. 1. MEASUREMENT OF DIGITAL CONSUMERS’ MULTI-SCREEN BEHAVIOR - UNDERSTANDING THE RIGHT TOUCHPOINTS ARF WEST, January 2015 2015 A 134 APPS & SITES USED PER MONTH
  2. 2. Imbalance Of Time Spent & Ad Spending
  3. 3. In 2015 Global Ad Spend Will Reach 545B USD
  4. 4. 31% Of Ad Budgets Will Be Spent On Digital By 2017
  5. 5. Digital media has overtaken traditional media BUT it still lacks credible media measurement data, which has led to a significant imbalance between time spent and advertising.
  6. 6. Industry Pain Points Lack Of Data Impractical Insights Disintegration  No multi-screen measurement  No data on apps or mobile  No detailed data on multi-screen consumer demographics or conversions  No daily reports with granularity  Lack of hard data and projectable measurement solutions  Old-fashioned measurement tools don’t meet the industry needs or drive business decisions  Measurement services only available in silos  No comprehensive view of the market available  Different tools for different channels
  7. 7. There Are Already SEVEN Device Categories With ~40M+ Users In The US 74 53 4 24 32 93 132 229 71 47 6 36 46 109 153 222 0 40 80 120 160 200 240 SmartTV Streaming Player Wearable Computer Portable Player +17% Million unique users Game Console PC (desktop or laptop) Tablet Smartphone +44% +17% Jan-14 Dec-14 Source: Verto Device Watch™ service, 18+ US adults
  8. 8. Apple Still Growing In The Smartphone Market – Android Is A Good Second In Tablets Source: Verto Device Watch™ service, 18+ US adults 0 10 20 30 40 50 60 70 80 90 100 110 Number of devices in use in the US (millions) iPhones Q3/2014 Other smartphones iPads Other tablets Android smartphones Q4/2014 Android tablets Q1/2014 Q2/2014
  9. 9. Already 33% Of All US Online Users Own Smartphone, Tablet & Computer Source: Verto Device Watch™ service, 18+ US adults 0 5 10 15 20 25 30 35 40 25% 32% Q2/2014Q1/2014 Q4/2014 33% Q3/2014 % of all online users 29% At least one each (smartphones, tablets, computers) Two diffferent devices (smartph., tablets or computers) Only one Internet device type owned
  10. 10. Desktop And Smartphones Equal In Reach BUT Not In Engagement Source: Verto Content Watch™ service, 18+ US adults Engagement Reach Smartphones PCs Tablets
  11. 11. Certain Properties Are Better for Multi-Screen Targeting Reach % Source: Verto Content Watch™ service, 18+ US adults Number of Devices #  Even though in today’s world the reach by time of the day might not fluctuate that much (people are active with apps/web all the time), there are differences in terms of how many different devices, or with what level of engagement (session lengths) consumers interact with properties  Why multi-screen – so what?  Use mobile as the go-to-action with e.g. locations & calls  Leverage desktop for search & research  Make sure consumers complete e-transactions when they feel good about that (in office/home)
  12. 12.  Which device platforms and models you should use for advertising to different segments?  What time of the day works best for each device platform or digital channel?  What is the actual reach you can target by using multiple touchpoints, e.g. mobile apps enhancing desktop display advertising? What are the most efficient bundles?  What properties and publishers over-index in your target demographics, and which channels work best for them in maximizing ROI? What Are The Key Questions In The Multi-Screen World?
  13. 13. Thank you! Hannu Verkasalo, CEO hannu.verkasalo@vertoanalytics.com +1 347 223 1856 www.vertoanalytics.com
  • tsuziai

    May. 15, 2015

This presentation was given by Hannu Verkasalo, CEO of Verto Analytics, at ARF West in San Francisco on January 28, 2015. It looks at the importance of understanding digital consumers' multi-screen behavior and why new set of tools is needed for measuring digital ecosystem.

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