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Com score

  1. 1. The Future of Internet Advertising Mike Read, comScore Europe
  2. 2. AgendacomScore IntroductionThe Shape of the InternetThe Future of Online Advertising
  3. 3. comScore Leverages Rich Panel Data to Deliver Unique and Broad Digital Business Analytics 2 Million Person Panel The Only Global Measurement 360°View of Person Behaviour of Audience and E-commerce 200+ Countries Under Measurement 43 Markets Reported
  4. 4. A Comprehensive Suite of Products and Services Media Planning & Analysis Web Analytics Video & Distributed Media Measurement Social Analytics Search Marketing Marketing on the Internet Technology Tracking Industry Solutions Copy Testing Advertising Effectiveness Cross Media Measurement Mobile Solutions International Solutions Custom Research V0411
  5. 5. AgendacomScore IntroductionThe Shape of the InternetThe Future of Online Advertising
  6. 6. Russia will Become the Biggest European Online Population + 3% yoy + 14% yoy Source: comScore Media Metrix, August 2011
  7. 7. Central Region (including Moscow) represents 31% of Russia’s online population
  8. 8. Russians don’t consume News or Buy online quite to the same degree yet as the Rest of Europe Source: comScore Media Metrix, August 2011
  9. 9. Social Networking – Disproportionately Popular in Russia…? Social Networking Share of Total Pages and Time Spent Social Networks account for 42% of Total Page Views and 32% of Total Time Online in Russia © comScore, Inc. Proprietary and Confidential . 9 Source: comScore World Metrix, August 2009
  10. 10. Russians Love Social Networking!!!! Time Spent per person on Social Networking800.0700.0600.0500.0400.0 Russian Federation300.0 United States200.0 United Kingdom100.0 Germany 0.0 Jul-2011 Jan-2011 Jun-2011 Aug-2010 Dec-2010 Sep-2010 Aug-2011 Oct-2010 Apr-2011 Mar-2011 Feb-2011 May-2011 Nov-2010 Source: comScore Media Metrix, Russia August 2011
  11. 11. Has Facebook’s Growth Stopped?UV Trend Time Spent Trend Source: comScore Media Metrix, Russia August 2011
  12. 12. 53% of Time Spent Online is Spent on 5 Properties Source: comScore Media Metrix, August 2011
  13. 13. AgendacomScore IntroductionThe Shape of the InternetThe Future of Online Advertising
  14. 14. The Future of Online Advertising Branding But …….. If we are not careful we will miss an opportunity to grow Online as a Branding Medium• Average Click thro rates are pitifully low and declining
  15. 15. … Limiting The Branding Potential Of Online Does this guy’s click effectively measure the branding impact of exposing the other 999 users to the same ad? © comScore, Inc. Proprietary and Confidential . 15
  16. 16. How Do Russians React to Advertising?Only 10% of the Russian online population click on Display ads! Source: comScore Marketing Solutions, Russia, August 2010
  17. 17. Heavy Clickers: Not Representative Internet Usage Skew Source: comScore Marketing Solutions, Russian Federaion August 2010
  18. 18. What’s happening in the US ? Source: comScore Marketing Solutions, Russia, August 2010
  19. 19. Digital has historically lagged in capturing branding dollars ….But that is changing with display now growing 2X faster than search 2010 U.S. Measured Media Spend $149 Billion Branding $91B 61% 2010 U.S. Online Media Spend $26 Billion 6% of branding $6B dollars $20B Response 34% of direct Direct 39% $58B response dollars Source: analysis based on Barclays Capital and DMA
  20. 20. In US Display Advertising reached $10 billion dollars in 2010. But… Up to 80% of all online ads are delivered through third parties, which meansadvertisers are often unaware of how, where and to whom the ads are actually being served. © comScore, Inc. Proprietary. 20
  21. 21. To Solve the Problem, IAB, ANA and AAAAs Joined Forces… The 3MS Mission:  Aim to reduce costs of doing business resulting from complexity of digital advertising ecosystem  ‘Single Tag’ solution needed to reduce complexity  Improve reporting of ad exposure  Bolster confidence that ads delivered are actually seen © comScore, Inc. Proprietary. 21
  22. 22. The Future of Online MeasurementMaking Measurement Make Sense: Five Guiding Principles ofDigital Measurement • Principle #1 – Move to a “viewable impressions” standard and count real exposures online. • Principle #2 – Online advertising must migrate to a currency based on audience impressions, not gross ad impressions. • Principle #3 – Because all ad units are not created equal, we must create a transparent classification system. • Principle #4 – Determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online’s contribution to brand building. • Principle #5 – Digital media measurement must become increasingly comparable and integrated with other media.
  23. 23. comScore Realized That in Order to Help the Industry Achieve its True Potential…. …it needs measurement tools to help control these situations and take corrective actions when necessary. + Truly comprehensive verification of ad delivery that addresses these industrychallenges will ultimately result in the migration of more ad $ to digital, helping the digital advertising industry to reach its true potential.
  24. 24. Questions?