Keynote: The Future of Digital Media Measurement


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Measuring data across screens, channels and emerging technologies can provide clues into the future of digital media management and attribution. This knowledge will fuel growth in online search marketing even more than the abundance of bits and bytes. Understanding the latest research and techniques for measuring and analyzing data - as well as acting on these insights - will become the key to success. ComScore's Eli Goodman analyzes the evolution of digital media measurement to help us understand and identify metrics for the future.

Eli Goodman, Media Evangelist, comScore, Inc.

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Keynote: The Future of Digital Media Measurement

  1. 1. Entering the Brave NewDigital WorldA Manifesto for the Future of Digital Media and AnalyticsEli Goodman, Media Evangelist | December 14, 2012@LosBuenos © comScore, Inc. Proprietary.
  2. 2. comScore 2 Million Person Global PanelComprehensive View of Digital Consumer Behavior Online Advertising Website Video Visitation PC TV Gamin Server g E- Search Commerce Smart phone POS Tablet Online Demo- Behavioral graphic Profiles Profiles  2
  3. 3. Nearly 15% of all web traffic now occurs beyond PCs ©© comScore, Inc. Proprietary. comScore, Inc. Proprietary. 3 3
  4. 4. This is a PROBLEM PC/Mac Tablet Gaming TV Smartphone And an OPPORTUNITY© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 4 4
  5. 5. 10 Principles for the Future ofDigital Media Measurement & Analytics ©© comScore, Inc. Proprietary. comScore, Inc. Proprietary. 5
  6. 6. 1. All media – including TV – are going digital; measurement must follow the same page Issue: Traditional media measurement methods (i.e. panels) are insufficient Solution: Census data holds the key to multi–platform audience overlap ©© comScore, Inc. Proprietary. comScore, Inc. Proprietary. 6 6
  7. 7. 2. Measurement must translate from pixels to people  Issue: People buy things. Screens do not buy things  Solution: Census data alone will not do. Panels are required to define populations ©© comScore, Inc. Proprietary. comScore, Inc. Proprietary. 7 7
  8. 8. 3. Multi-Platform measurement must integrate census data sources to deliver reporting at big data scale Issue: Solution: Scale: - Broad media behaviors are not Fragmentation enoughrequires depth of - Granularity is sample required to make multi-platform reporting work © comScore, Inc. Proprietary. 8
  9. 9. 4. Holistic reporting should provide a unified, platform- agnostic view of consumer behaviorIssue: Consumers don’t focus on thedevice they use to consume content. Theyfocus on the contentSolution: Device-specific measurementwill still exist, but will be a subset of de-duplicated measurement across allplatforms/devices. This will be thecurrency in the future ©© comScore, Inc. Proprietary. comScore, Inc. Proprietary. 9 9
  10. 10. 5. Viewable impressions are the standard needed for true cross-media comparability Issue Solution TV advertising has an Viewable impression “opportunity to see” standards are based on the standard, which is agreed same “opportunity to see” upon and accepted by the principle, helping to alignindustry. Digital doesn’t yet TV and digital and to create have this standard. apples-to-apples comparability © comScore, Inc. Proprietary. 10
  11. 11. 6. Common metrics should be used to facilitate multi- platform planning and optimization Issue: Impressions and clicks define online campaign measurement but are imperfect metrics  Solution: Evolving metrics, such as view-through, ad hover and engagement time drive significantly higher correlation rates to campaign effectiveness than CTRs © comScore, Inc. Proprietary. 11
  12. 12. 7. Measurement of ad effectiveness should use metrics that matter, not just those that are easy to measureIssue: Lack of consistent metrics fuelsthe operational divide between traditionaland digital teamsSolution:- Demos, R/F, and GRPs should be the backbone of cross-media strategy- Additional metrics, such as validated impressions and behavioral impressions, should then help with the targeting techniques required by different platforms © comScore, Inc. Proprietary. 12
  13. 13. 8. End-to-end advertising analytics should speak the same language Issue: Effective campaign management requires simplicity and seamlessness, but this almost never happens Solution: Single ad tags need to be used across all platforms so that pre-campaign planning, in-flight optimization, and post-campaign evaluation can flow together © comScore, Inc. Proprietary. 13
  14. 14. 9. Measurement must evolve toward real-time – and eventually predictive – analytics Issue SolutionPast is prologue, but only Real-time analytics offer to a point greater in-flight optimization opportunities to reduce waste and maximize value. We will also evolve towards greater use of accurate predictive analytics to improve optimizations © comScore, Inc. Proprietary. 14
  15. 15. 10. Data should have a common global framework, but provide local insight Solution: Issue: AnalyticsCompanies are providers will global, but continue their (our) push tostandards are address this for local you, so keep this in mind as you plan global campaigns © comScore, Inc. Proprietary. 15
  16. 16. Thank YouTo download the whitepaper please visit www.comscore.comEli Goodman, Media Evangelist @comScore@LosBuenos © comScore, Inc. Proprietary.