Татьяна Хандурова - com_score

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Выступление Татьяны Хандуровой, business development director, International comScore, Inc на Саммите Digital Branding 5-6 июня 2012 в Центре Digital October. www.digital-branding.ru

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Татьяна Хандурова - com_score

  1. 1. Lessons LearnedMeasure what Matters for Online AdvertisingGregory DaleEVP International, comScore Inc
  2. 2. comScore is a Global Leader in Measuring the Rapidly EvolvingDigital World, Blanketing the Globe with a Local Presence NASDAQ SCOR Clients 1860+ worldwide Employees 900+ Headquarters Reston, VA 170+ countries under measurement; Global Coverage 43 markets reported Local Presence 32 locations in 23 countries © comScore, Inc. Proprietary. 2 V1011
  3. 3. Topics for Today1. Worldwide Trends to Watch2. The Rise of Digital Advertising3. Lessons Learned for Optimising Ad Effectiveness4. Key Take Aways © comScore, Inc. Proprietary. 3
  4. 4. 3 Worldwide Trends to Watch Social Video Mobile
  5. 5. 1 Nearly in 5 minutes online is spent on social networks today 2008 2009 2010 201135 Social Networking30 Search/Navigation Retail25 Communications (Email/IM) Other Content 1 in 3 minutesTime Spent on Key Categories Online online in Russia areWorldwide Hours per Month (Billions) spent Social Networking © comScore, Inc. Proprietary. 5 Source: comScore Media Metrix, April 2012 Trendline: comScore Media Metrix, March 2007-October 2011
  6. 6. Worldwide Video Engagement Increased 19 Percent in 7 MonthsIndicating a Shift from Short-Form to Long-Form Content Worldwide Video Viewing Sep-11 Apr-12 51 billion minutes23.2 Hours per Viewer in Russia spent watching 19,8 online videos +139% 16,6 versus April 2011 Average Hours per Viewer © comScore, Inc. Proprietary. 6 Source: comScore Video Metrix, Worldwide, Age 15+, Sep 2011 vs April 2012
  7. 7. The Rise of the Connected Consumer:New Devices are Changing How Consumers Access Content Share of Connected Device Traffic in Russia Source: comScore Device Essentials, March 2012 Mobile Computer Non-Computer 4,8% 93.4% 6.6% Tablet 1,8% Other 0,1% © comScore, Inc. Proprietary. 7 Source: comScore Device Essentials, US, March 2012
  8. 8. Digital Advertising and LessonsLearned on how to deliver Results
  9. 9. In Europe, richer formats and new platforms have resulted in brandsinvesting more in display advertising % Growth 2010 vs. 2009 Russia Display +25% © comScore, Inc. Proprietary. 9
  10. 10. With continued investment in display, our lessons learned aboutonline advertising are increasingly important Cookies present a unique challenge for advertisers in the digital space The click, although extremely popular, is an incomplete and often misleading metric Accurate delivery of media plan is critical and challenging to measure correctly With the right strategy, Display Advertising can be effective as TV at building engagement and delivering sales © comScore, Inc. Proprietary. 10
  11. 11. Branding advertisers on TV are accustomed to audienceguarantees and expect the same in digital Yet, accuracy of cookie-based digital plan delivery is problematic: Cookie Deletion Cookie Proliferation X Cookies Are Not People © comScore, Inc. Proprietary. 11
  12. 12. In 2007, comScore’s First Post-Buy Analysis Across 8 Digital USCampaigns Showed Execution Left a Lot to be Desired… 70% Percent of Ad Impressions for 8 Campaigns 60% 50% 40% 30% 61% 20% 10% 19% 12% 8% 0% In US But Not Hit Target Hit Target Outside US Target Frequency >=5 Frequency <=4 © comScore, Inc. Proprietary. 12 Source: comScore Inc, Custom Analysis
  13. 13. Cookie-based demo targeting limits a campaign’s ability to selectivelyreach a targeted audience Target for this health & well being product was females age 35-54 Male 40% of exposed consumers outside of planned gender target 40% % Composition of Exposed Audience 20,6% 15-24 22,4% 25-34 Female 60% 25,3% 35-44 Only 43% of females exposed to the campaign met the 17,3% 45-54 targeted age group 14,4% 55+ Only 25% of all exposed consumers met planned targeting criteria © comScore, Inc. Proprietary. 13
  14. 14. Skewed ad server delivery causes wasted GRPs with overly saturatedconsumers Distribution of Exposed People by CPG Campaign Frequency of Exposures • 4 Weeks • 43 GRPs 64% • Reached ~ 8MM People • Average Frequency = 4.5 48% Overexposed: a majority of these 27 Exposures per Person! 16% 22% 13% 8% 5% 3% 3% 2% 2% 1% 1 2 3 4 5 6 7 8 9 10+ Exposures per Person © comScore, Inc. Proprietary. 14 Source: comScore 2011
  15. 15. Clickers represent a small and declining segment of internet users • In Russia, 5% of all internet users account for 84% of all clicks • Optimising against clicks means ignoring 9 of 10 internet users Russian Non-Clickers Growth in U.S. Non-Clickers 88% 68% 90% Non-Clickers July 2007 August 2010 Source: comScore, Inc. Custom Analysis; Russian data from Natural Born Clickers in © comScore, Inc. Proprietary. 15 Russia report, May 2011
  16. 16. Despite click rates of only 0.1%, comScore research has shown thatdisplay ads can lift retailer sales – both online and offline Dollar Sales Lift Among Households Exposed to Online Advertising Conclusions % Lift: 17%  Exposure to display ads doesn’t just impact $11 550 online sales – it lifts in- $9 905 store sales as well  The absolute dollar lift % Lift: 27% in offline sales is 5x higher than the lift in e- commerce sales $994 $1 263  The click is misleading Online Offline as a measure of campaign effectiveness Unexposed Exposed Source: “Whither the Click?” 139 comScore studies in the June 2009 Journal of © comScore, Inc. Proprietary. 16 Advertising Research
  17. 17. The Short-Term Offline Sales Lift from Digital Advertising MatchesLonger-Term TV Impact Offline Sales Impact of Advertising for FMCG Brands: TV Versus Digital +8% +8% BehaviorScan tests comScore tests conducted conducted over a one-year over a three-month period; period. assumes 40% HH Internet reach TV Internet (BehaviorScan) (comScore/dunnhumby) 1: Digital display ads include more messages about price and promotion than TV ads, which tend to be strictly focused on brand building 2: More precise targeting of digital allows more impressions to be delivered against target audience in a given period of time © comScore, Inc. Proprietary. 17
  18. 18. Action Lift Case Study:Yandex and Automotive Brand
  19. 19. AdEffx Action Lift™ Action Lift measures the immediate and latent impact of digital advertising on consumers’ online behaviors, such as: Site visitation Provide a more reliable & actionable metric to advertisers Site engagement which is more comparable to TV and does not depend on click- Trademark search through © comScore, Inc. Proprietary. 19
  20. 20. Advertiser Site Visitation, Week 3 6,0% % Reach of Auto Site 5,0% 5,0% 4,0% 3,8% Test/Control 3,0% Difference 2,3% Weeks 1-3 2,0% 1,7% +199% 1,0% 1,1% 0,4% 0,0% Week 1 after Weeks 1-2 after Weeks 1-3 after exposure exposure exposure Control Group Test Group 5.0% of those exposed to the campaign visited the Automotive site at least once in the three weeks after first exposure to the campaign; compared to 1.7% of those not exposed to the campaign © comScore, Inc. Proprietary. 20 Source: comScore Action Lift
  21. 21. Advertiser Site Engagement, Week 3 Exposed users consumed 183% more pages and spent 212% more time on the Automotive site Average Pages @ Auto Site Average Minutes @ Auto Site 250 100,0 92,3 90,0 204,7 200 80,0 70,0 150 60,0 50,0 100 40,0 72,4 29,6 30,0 50 20,0 10,0 0 0,0 Control Group Test Group Control Group Test Group © comScore, Inc. Proprietary. 21 Source: comScore Action Lift
  22. 22. Advertiser Search Term Usage, Week 3 % Reach of Search Terms0,25% 0,21% Exposed users are0,20% 38% more likely 0,15%0,15% to search for at least one of the0,10% defined set of branded search0,05% terms0,00% Control Group Test Group © comScore, Inc. Proprietary. 22 Source: comScore Action Lift
  23. 23. Advertiser Conversion, Week 3 0,45% % Reach of Conversion URL 0,40% 0,40% 0,35% 0,32% 0,30% Test/Control 0,25% Difference 0,20% Weeks 1-3 0,16% 0,15% 0,15% +148% 0,10% 0,12% 0,09% 0,05% 0,00% Week 1 after Weeks 1-2 after Weeks 1-3 after exposure exposure exposure Control Group Test Group Exposed consumers were more likely to download brochure, visit car configurator site or request test drive © comScore, Inc. Proprietary. 23 Source: comScore Action Lift
  24. 24. An Eye to the Future
  25. 25. The great promise of the Internet has always been that it’s the ‘mostmeasured and most accountable’ medium… But 15 years later, the promise has frayed…IMPRESSIONS Inflated InflatedCLICK-THROUGH Gamed IrrelevantRATE Confounded byCOOKIE REACH Not Important cookie-to-person& FREQUENCY relationshipPERSON-BASED Distorted byREACH & Not Important non-visibleFREQUENCY impressions © comScore, Inc. Proprietary. 25
  26. 26. The industry is discussing viewability Making Measurement Make Sense (3MS) “Digital Action Group members are demanding greater transparency in the increasingly complex digital trading ecosystem.” -- Alex Tait, ISBA Digital Action Group Chairman (UK Advertisers) Auch die Standardisierung der Visibilitätsmessung ist für den Leistungsnachweis von zentraler Bedeutung und muss mit hoher Priorität weiter vorangetrieben werden. -- Susanne Wallraff, Head of Media Danone The standardisation of visibility is a key measure of performance and must be given the highest priority. © comScore, Inc. Proprietary. 26
  27. 27. vCE Charter Study:Major Branded Advertisers Came Together to Lead & Learn US EUROPE 18 campaigns 21 campaigns 2 billion impressions 1.3 billion impressions 400,000 sites 240,000 sites Allstate © comScore, Inc. Proprietary. 27
  28. 28. vCE Charter Study:In-view Rates Need to Be Improved US EU 69% 64% AVERAGE AVERAGE Campaign In-view ad rates ranged from: US 55% to 93% EU 31% to 72% © comScore, Inc. Proprietary. 28
  29. 29. Conclusions The face of digital advertising is changing rapidly as consumers become more social, TV content continues to be moved online and new devices flood the market Understanding the unique challenges of digital and adapting measurement principles can help unlock the power of digital advertising − Know why cookie deletion matters − Closely monitor media plan delivery − Ensure targeting is accurate − Ignore the click, trust brand engagement metrics Initial Action Lift results for major automotive advertisier are a great initial step towards validating digital advertising effectiveness in Russia, viewable impressions is the next global trend to watch © comScore, Inc. Proprietary. 29
  30. 30. Thank youtkhandurova@comscore.com

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