Dans son livre blanc «2015 U.S. Digital Future in Focus», comScore revient sur le bilan de l’année 2014, marquée par de grands changements dans le comportement du consommateur numérique dans différents secteurs : mobile, social media, vidéo, publicité, search et e-commerce. A travers 24 pages, l’institut tire des insights de l’année passée pour projeter les tendances majeures en 2015. Les principaux points abordés au sein du livre blanc sont :
- L’implication d’une population de plus en plus numérique et multiplateforme
- La croissance dynamique des médias numériques et des applications mobiles
- La rupture continue du mobile dans tout l’écosystème digital
- Comment les audiences des principaux réseaux sociaux vont s’accumuler
- La transition de la publicité numérique vers la visibilité des impressions
- La croissance continue de la vidéo en ligne et l’émergence de la vidéo mobile et OTT
- Comment les requêtes sur le web vont se répartir entre desktop, smartphone et tablette
- La croissance incessante de l’e-commerce et l’émergence du m-commerce
The digital world achieved enormous progress in 2014 as several transformative changes shaped how Americans interacted with technology and consumed media. Perhaps more so than at any other time in recent memory, changes were not merely incremental but rather seemed to represent key inflection points in the evolution of various markets and behaviors. We saw platforms collide in ways that upended existing markets, reconfigured the economics of various industries, and suggested that we are embarking on a new era of digital that will look markedly different from its predecessor.
Consider some of the digital milestones of 2014 and what they suggest about the future. This was the year that:
Mobile app usage exploded on its way to becoming the majority of all digital media activity.
Leading publishers saw mobile revenues surpass desktop revenues, signaling a shift towards mobile as the primary digital media platform.
Traditional TV ratings saw pronounced declines as Americans’ viewing habits time-shifted and moved to emerging platforms.
Digital advertising went through a challenging but important transition to transacting on impressions that are actually seen by people.
In this report, we will examine some of the most important sectors of the digital media ecosystem to show how the landscape has changed, who is leading the way, and what it all means for the year ahead – and beyond. It is an exciting time in digital and we hope this exploration of today’s key issues helps put the Digital Future in Focus.
comScore: Cross-Platform Future in Focus report (2017)Filipp Paster
Idea of this report to provide an examination of recent history in the worlds of TV and digital media with an eye toward what’s to come. One of the threads that immediately jumped out to us in our analysis of the digital media landscape is that there are now clear signs that the mobile media era – which has seen an explosion in incremental digital media usage – appears to be at the latter stages of its growth supercycle. Now, of course, mobile will continue to be a massive channel in terms of how consumers spend their media time, but the rate of growth is clearly beginning to taper off as the market reaches maturity.
Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for two-thirds of digital media time spent, and smartphone apps alone now capturing roughly half of digital media time.
Why have apps become such a powerful force in our daily media lives? The power of habit. The comScore 2016 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.
The 2015 U.S. Mobile App Report by ComScoreVictor Kong
Digital media time in the U.S. has exploded recently – growing nearly 50 percent in the past two years, with more than three-fourths of that growth directly attributable to the mobile app. Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for 62 percent of digital media time spent, and apps alone now representing the majority of digital media time at 54 percent.
Why have apps become such a powerful force in our daily media lives? The power of habit. The 2015 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.
Courtesy of: ComScore
Mobile apps account for 57 percent of all digital media usage, and smartphone apps alone capture more than half of digital media time spent.
Why have apps become such a powerful force in our daily media lives? The power of habit. The 2017 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s driving this mobile activity, how it has evolved, and how publishers and advertisers can take advantage.
Some key topics covered in the report include:
Mobile app vs. mobile web usage and audience behavior
Highlights of top-ranking and fast-growing apps
App activity among Millennials and other valuable audience segments
Consumers’ attitudes and perceptions towards apps and the app landscape
Usage habits and behavioral tendencies of app users
Deep dives into several app categories, including retail, gaming and online dating
comScore: Cross-Platform Future in Focus report (2017)Filipp Paster
Idea of this report to provide an examination of recent history in the worlds of TV and digital media with an eye toward what’s to come. One of the threads that immediately jumped out to us in our analysis of the digital media landscape is that there are now clear signs that the mobile media era – which has seen an explosion in incremental digital media usage – appears to be at the latter stages of its growth supercycle. Now, of course, mobile will continue to be a massive channel in terms of how consumers spend their media time, but the rate of growth is clearly beginning to taper off as the market reaches maturity.
Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for two-thirds of digital media time spent, and smartphone apps alone now capturing roughly half of digital media time.
Why have apps become such a powerful force in our daily media lives? The power of habit. The comScore 2016 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.
The 2015 U.S. Mobile App Report by ComScoreVictor Kong
Digital media time in the U.S. has exploded recently – growing nearly 50 percent in the past two years, with more than three-fourths of that growth directly attributable to the mobile app. Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for 62 percent of digital media time spent, and apps alone now representing the majority of digital media time at 54 percent.
Why have apps become such a powerful force in our daily media lives? The power of habit. The 2015 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.
Courtesy of: ComScore
Mobile apps account for 57 percent of all digital media usage, and smartphone apps alone capture more than half of digital media time spent.
Why have apps become such a powerful force in our daily media lives? The power of habit. The 2017 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s driving this mobile activity, how it has evolved, and how publishers and advertisers can take advantage.
Some key topics covered in the report include:
Mobile app vs. mobile web usage and audience behavior
Highlights of top-ranking and fast-growing apps
App activity among Millennials and other valuable audience segments
Consumers’ attitudes and perceptions towards apps and the app landscape
Usage habits and behavioral tendencies of app users
Deep dives into several app categories, including retail, gaming and online dating
The first series of TechRasa’s market overview white paper reports starting with Iran AdTech Overview with sponsorship and data partnership with Adro AdExchange, Iran’s first AdExchange opening Iran’s online advertising landscape to the world.
In this report you’ll find out about:
* The evolution of advertising
* Iran AdTech ecosystem
* Adtech’s local and international trends
and Adtech’s challenges and opportunities
Did you know that mobile messenger apps such as WhatsApp & LINE are projected to account for 75 percent of all mobile messaging traffic, ahead of SMS or mobile email in 2018? 'The Rise of Asia's Mobile Messengers' our report with Jana mobile offers insight on how to engage with the New Connected Consumer - who are accessing internet via mobile & account for over 40 per cent of the world's internet users.
Some of the key topics covered by this report
Why should CMOs care about mobile messengers?
What do you need to know about mobile messengers?
What does it mean for brands?
Key Takeaways and;
The Future of Mobile Messengers
To learn more about how your brand can stay relevant with the evolving connected consumer, connect with us @msl_group
Rapidly evolving urban consumer attitudes are transforming our world. With only 5 years to go until 2020, the future seems closer than ever.These are top 10 consumer products that would change consumers and their interaction with devices
What trends will shape the media, publishing and ad industry in 2016? The Guardian gives its perspective on subjects ranging from the adblockalypse to the rise of super apps, and from virtual reality to the power of emojis.
2017 Retrospective: A Monumental Year for the App EconomyFilipp Paster
In our annual end-of-year retrospective report, App Annie sheds light on the key indicators of a booming app economy and explores the most important market trends of the last year.
With 2017 officially behind us, it’s time to take stock of the year that was for the app economy - and what a year it was. Today, we’re excited to release the App Annie 2017 Retrospective Report, our annual deep dive into the numbers and trends that defined the year.As always, the report is a balance between top level takeaways and in-depth data analysis about the booming app economy, delving into everything from the top regional markets to monetization trends within particular categories.
We Do, We Love, We Grow
Growmint is a full-service digital agency focus for continuously improving your business through integrated digital medium. We combined scientific and creativity approach through knowledge, data, design, technology, and behaviour to measure business sustainability in digital era. We believe as a partner, we need to walk hand-in-hand for the whole industry to sustain.
Mobile will surpass all other media both in terms of penetration and time spent. Percentage of mobile investment as well as its role should be fully carefully weighted.
Wave is the world’s largest and longest running social media study. Covering 65 countries with Wave 7 it represents the views, needs and behaviors of more than a billion of the world’s most influential internet & social media users.
Please go to http://wave.umww.com for further insights where you to do your own Wave analysis about the social media topics you are interested in.
The rise of Cross Platform Media Consumption in US : 70% of digital users ...Sumit Roy
Users are now moving across their digital screens, From PC to mobile to Gaming device to their Tablets or Kindle... The increasing duplication of users across devices .. is a huge challenge to Brands .The digital universe that accesses the internet via PC or mobile device has grown to over 200
million people in the U.S. alone. As the number of connected adults has grown, so have the amount of cross-screen users. In fact, 70% of digital users are now cross-device, up from 63% a year ago.% during the same period
The first series of TechRasa’s market overview white paper reports starting with Iran AdTech Overview with sponsorship and data partnership with Adro AdExchange, Iran’s first AdExchange opening Iran’s online advertising landscape to the world.
In this report you’ll find out about:
* The evolution of advertising
* Iran AdTech ecosystem
* Adtech’s local and international trends
and Adtech’s challenges and opportunities
Did you know that mobile messenger apps such as WhatsApp & LINE are projected to account for 75 percent of all mobile messaging traffic, ahead of SMS or mobile email in 2018? 'The Rise of Asia's Mobile Messengers' our report with Jana mobile offers insight on how to engage with the New Connected Consumer - who are accessing internet via mobile & account for over 40 per cent of the world's internet users.
Some of the key topics covered by this report
Why should CMOs care about mobile messengers?
What do you need to know about mobile messengers?
What does it mean for brands?
Key Takeaways and;
The Future of Mobile Messengers
To learn more about how your brand can stay relevant with the evolving connected consumer, connect with us @msl_group
Rapidly evolving urban consumer attitudes are transforming our world. With only 5 years to go until 2020, the future seems closer than ever.These are top 10 consumer products that would change consumers and their interaction with devices
What trends will shape the media, publishing and ad industry in 2016? The Guardian gives its perspective on subjects ranging from the adblockalypse to the rise of super apps, and from virtual reality to the power of emojis.
2017 Retrospective: A Monumental Year for the App EconomyFilipp Paster
In our annual end-of-year retrospective report, App Annie sheds light on the key indicators of a booming app economy and explores the most important market trends of the last year.
With 2017 officially behind us, it’s time to take stock of the year that was for the app economy - and what a year it was. Today, we’re excited to release the App Annie 2017 Retrospective Report, our annual deep dive into the numbers and trends that defined the year.As always, the report is a balance between top level takeaways and in-depth data analysis about the booming app economy, delving into everything from the top regional markets to monetization trends within particular categories.
We Do, We Love, We Grow
Growmint is a full-service digital agency focus for continuously improving your business through integrated digital medium. We combined scientific and creativity approach through knowledge, data, design, technology, and behaviour to measure business sustainability in digital era. We believe as a partner, we need to walk hand-in-hand for the whole industry to sustain.
Mobile will surpass all other media both in terms of penetration and time spent. Percentage of mobile investment as well as its role should be fully carefully weighted.
Wave is the world’s largest and longest running social media study. Covering 65 countries with Wave 7 it represents the views, needs and behaviors of more than a billion of the world’s most influential internet & social media users.
Please go to http://wave.umww.com for further insights where you to do your own Wave analysis about the social media topics you are interested in.
The rise of Cross Platform Media Consumption in US : 70% of digital users ...Sumit Roy
Users are now moving across their digital screens, From PC to mobile to Gaming device to their Tablets or Kindle... The increasing duplication of users across devices .. is a huge challenge to Brands .The digital universe that accesses the internet via PC or mobile device has grown to over 200
million people in the U.S. alone. As the number of connected adults has grown, so have the amount of cross-screen users. In fact, 70% of digital users are now cross-device, up from 63% a year ago.% during the same period
Understand the cross-device consumer in just 15 minutesJim Nichols
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Understand the cross-device consumer in just 15 minutesConversant, Inc.
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Como bien lo dice el título, es un estudio que hace eMarketer para conocer hábitos, comportamiento y consumo de medios digitales del segmento mejor definido como "millennial". Esta es su versión 2014.
Mobile Device: Trend, Growth and Future ProspectVivek K. Singh
Report on impact of mobile devices on businesses and learn about mobile usage statistic, mobile marketing, Mobile phone users worldwide, Mobile technology, Mobile app usages, Mobile Internet Access, Mobile devices statistics, Mobile App Statistics and Mobile Marketing Facts & Statistics that are affecting consumer behaviors and driving sales around the world.
Mobile Goes Mainstreet: Consumers Lead the Way — Key Trends and Investment Op...Linda Gridley
The number of smartphone users in the U.S. is consistently growing and the connected user is turning to mobile more and more frequently for everyday consumption. Global mobile data traffic is predicted to increase 26-fold between 2010 and 2015. Smartphone and tablet revenues overtook traditional desktop and laptop revenues in 2013. At the same time, the amount of time users are spending on mobile daily is increasing. Mobile commerce sales are reaching all-time highs, and now represent 12% of total digital commerce, while mobile traffic represent about 40% for major eCommerce retailers such as Amazon, eBay, Apple, and Walmart.
The mobile industry was unquestionably the most important growth channel across digital media. Some of the most important trends we’ve seen in the sector include:
Average mobile (plus tablet) time spend now equal to desktop
Mobile is no longer just for gaming. Growing number
of use cases and apps hitting mass adoption— utilities, productivity,shopping, media & entertainment
Total mobile ad revenue grew twofold in 2013, and still only represents 2% of total ad spend but 12% of total media time spend
Strong M&A and funding environment – First $1bn M&A deal in mobile. Q3’13 was record quarter for mobile
Digital media leaders such as Facebook and Twitter realigned their organizations to mobile over the past two years and now see 40% plus of their revenue from the mobile channel
The evolution of mobile as the next computing platform is just beginning to take shape, bringing new billion market opportunities to the digital media ecosystem. We believe it is still early in this evolution and expect to see new technologies and innovative applications to fuel continued growth over the next five years.
2012 was another milestone year in the life of mobile as
continued innovation in hardware, software and device
functionality lays the groundwork for the future of the
industry. Smartphones and tablets are ushering in a new
era of multi-platform media, with consumers becoming
increasingly agnostic about how, when and where they
engage with content. This report will examine how these
rapidly changing market dynamics have shaped the current
U.S. and international mobile marketplaces and what these
changes mean for the coming year as comScore helps
bring the mobile future into focus.
comScore Inc. - 2013 Mobile Future in FocusSunny Kr
2012 was another milestone year in the life of mobile as continued innovation in hardware, software and device functionality lays the groundwork for the future of the industry. Smartphones and tablets are ushering in a new era of multi-platform media, with consumers becoming increasingly agnostic about how, when and where they engage with content. This report will examine how these rapidly changing market dynamics have shaped the current U.S. and international mobile marketplaces, and what these changes mean for the coming year as comScore helps bring the mobile future into focus.
Key insights from the 2013 Mobile Future in Focus include:
The U.S. smartphone market finally surpassed 50 percent market penetration and now enters the “late majority” stage of the technology adoption curve. The number of smartphone subscribers has increased 29 percent from a year ago and 99 percent from two years ago.
Google’s Android OS, which has been adopted by multiple OEMs, and Apple’s iOS, which is carried exclusively on iPhones, have come to dominate the U.S. smartphone landscape with nearly 90 percent of the market today.
Apple continues to gain ground as the leading U.S. smartphone OEM, but Samsung has seen the most explosive growth in this market over the past couple of years with a year-over-year increase of more than 100 percent and a two-year increase of more than 400 percent.
The improved availability of high-speed Internet access has significantly enhanced the average user’s media consumption experience, contributing to a rapid uptick in mobile media consumption. Default Wi-Fi accessibility for smartphones and tablets has not only off-loaded bandwidth from networks, but has also contributed to a better on-premise (e.g. in-home) browsing experience for users.
Smartphones have surpassed 125 million U.S. consumers and tablets are now owned by more than 50 million. We have now crossed into the Brave New Digital World – a new paradigm of digital media fragmentation in which consumers are always connected.
Technology Macro Trends - What Marketers Need to Know in 2014Percolate
In the last four years, we’ve seen tremendous upheavals in social channels, mobile adoption across the globe, and software that’s changed the way we live and work.
Technology has reshaped marketing.
To adapt to this new world, marketers need to first understand it. Here are some of the key technology macro trends that have redefined our industry.
Macro trends include:
- Growth of global internet users
- Venture financing of tech startups
- Photo sharing across mobile messaging platforms
- Mobile usage in China and the world
- Advertising revenue across Google, Facebook, and Twitter
- Education technology startups like Khan Academy
- YouTube stars and spectator gaming
Percolate is a marketing technology company with a mission to help brands of all sizes create great content and distribute it to the right audience. With an end-to-end suite of web-based and mobile tools, Percolate allows brands, agencies and other external partners to work within a single platform.
Learn more at: http://percolate.com
Les médias sociaux et les réseaux sociaux ne sont plus à leurs premiers balbutiements. Depuis l'apparition des premiers réseaux de médias sociaux il ya une vingtaine d'années, les médias sociaux ont continué d'évoluer et d'offrir aux consommateurs autour des nouvelles et significatives façons de monde à s'engager avec les gens, les événements et les marques qui comptent pour eux. Maintenant, des années plus tard, les médias sociaux est encore en croissance rapide et est devenue une partie intégrante de notre vie quotidienne. Aujourd'hui, les réseaux sociaux est un phénomène mondial.
Similar to 2015 US digital future in focus - Comscore - 26 March 2015 (20)
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
PANORAMA DES ACTEURS DE LA PUBLICITÉ AUDIO PROGRAMMATIQUE EN FRANCE, ETAT DES LIEUX ET PERSPECTIVES 2021
Webinar organisé le vendredi 22 Janvier de 15h à 15h45
Cette année, le Salon de la Radio a été remplacé par le RadioWeek, qui s'est tenu 100% en ligne durant 5 journées thématiques du 18 au 22 janvier 2021.
A cette occasion, l'IAB France a organisé un webinar autour de l'Audio Programmatique afin de présenter les travaux de la Task Force Audio Digital et les perspectives 2021.
Le barometre du programmatique - IAB France - 2021Romain Fonnier
L'IAB France publie son 1er Baromètre Programmatique. Vendredi 5 Février 2021- L'Interactive Advertising Bureau France (IAB France) crée le 1er Baromètre Programmatique qui présente l’évolution du marché en 2020 (vs 2019) et les niveaux d’investissements programmatiques en France sur l’ensemble des environnements publicitaires excluant les wall garden, le social et le search.
Cette 1e édition du Baromètre Programmatique a été réalisée dans le cadre des travaux de la Task Force Programmatique pilotée par Philippe Framezelle, Directeur de la Régie Adverline et présentée le 4 février lors d’un webinaire.
Destiné à l’ensemble des acteurs de la chaîne de valeur, ce baromètre a pour objectif d’apporter plus d’insights et de lisibilité au marché par un suivi régulier de l’état des achats programmatiques en France.
Les données partagées dans ce baromètre ont fait l’objet d’une analyse approfondie menée par Adomik, technologie d’analyse de la data. Le Baromètre met en avant la répartition des achats programmatiques par format, device, type de deal et offre une vue sur les CPM, les top annonceurs et top bidders. Sur le périmètre mesuré, les investissements 2020 sont en diminution de -4,3% et le CPM moyen en programmatique se situe à 0,96€.
Pour la 1ère fois, le mobile est le device en tête des achats programmatiques.
On constate une chute des CPM lors du premier confinement qui n’a pas été confirmé lors du second avec une remontée des CPM sur le dernier trimestre.
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
L’AF2M, l’IAB France et le SNPTV s’associent pour publier un Guide sur « La publicité segmentée » destiné aux annonceurs
Elaboré par les experts des groupes de travail de l’IAB, de l’AF2M et du SNPTV, ce guide s’adresse à tous les annonceurs désireux de mieux comprendre les spécificités de cette nouvelle opportunité TV.
Les lecteurs y découvriront l’architecture technologique mise en place, ainsi que le calendrier de mise en œuvre jusqu’à fin 2021 avec les différentes étapes successives, les modes de réception compatibles avec ce type de publicité et enfin les échanges nécessaires entre les opérateurs de télécommunication et les éditeurs de chaînes de télévision. Par ailleurs, afin de clarifier et faciliter la compréhension de tous, un glossaire a été élaboré, reprenant les termes utilisés en matière de TV segmentée.
Ce Guide est disponible et téléchargeable dès maintenant sur les sites des 3 associations contributrices.
« Ce Guide a été construit afin d’aider les annonceurs à mieux comprendre la complémentarité entre la TV traditionnelle et la TV segmentée. Il exprime bien les nouvelles possibilités offertes aux marques sachant que les limites actuelles seront levées progressivement pour permettre le développement d’un nouveau marché. ». Isabelle Vignon, Déléguée Générale SNPTV.
« Nous sommes très heureux de nous être associés à l’AF2M et au SNPTV pour publier ce guide qui nous a semblé nécessaire alors que nous sommes au démarrage de la phase de convergence entre Télévision et Digital. Ce n’est que le début d’une nouvelle expérience publicitaire que tous les acteurs de l’adtech suivent avec attention. » Jacques Cazin, CEO Adways et responsable de la Task Force Vidéo & TV segmentée de l’IAB France.
« La Télévision, grâce au Digital et à la forte implication des Opérateurs, va offrir de nouvelles possibilités aux marques pour toucher leurs cibles. Opportunités qui feront naître, à n’en pas douter, de nouvelles approches ou stratégies de communication de la part d’annonceurs, grands ou petits. » Natalie Jouen Arzur, Déléguée Générale de l’AF2M.
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
L’IAB France publie un guide sur le futur du ciblage sans cookies tiers
Elaboré par les experts du groupe de travail « Identity Cokieless » de l’IAB France, ce guide s’adresse principalement aux acteurs de l’industrie du marketing et de la communication en ligne qui s’interrogent sur l’avenir du cookie tiers et le devenir du ciblage publicitaire. Ce guide à vocation pédagogique s’adresse à un public désireux de mieux comprendre le fonctionnement des cookies, comment ils sont recueillis et activés à des fins de communication en ligne.
Les experts de la Task Force Identity Cookieless ont fait le point sur les solutions aujourd’hui envisagées à date. L’ensemble de ces réflexions est rassemblé dans un guide.
Une architecture claire et simple sous la forme d’intercalaires qui permet au lecteur de trouver rapidement les informations liées à chaque solution.
Augustin Decré, pilote de la Task Force Identity Cookieless et Managing Director Southern Europe d'Index Exchange précise: "Alors que beaucoup d’acteurs de l’industrie évoquent déjà la fin du cookie tiers pour 2022, il n’existe actuellement pas de solution idéale pour remplacer cet identifiant, qui reste, depuis 25 ans, une infrastructure essentielle pour l’ensemble de la publicité digitale. »
A ce jour, des questions subsistent encore, les entreprises de l’industrie restent mobilisées, sur le plan européen et international via le projet REARC de l’IAB, pour apporter de nouvelles solutions viables sur le long terme.
Des mises à jour régulières seront effectuées selon les nouvelles approches envisagées.
Un webinar sur le même thème, a été organisé par l’IAB France le 10 décembre dernier. Plus de 150 participants ont été réunis autour des 10 experts membres et pilotes des groupes de travail de la TF Identity Cookieless afin de présenter les grandes lignes du guide cookieless.
Smart lance son « Identity Indicator »
Dans un contexte où l’industrie de la publicité se prépare à un avenir sans cookie, Smart dévoile son Smart Indicator (disponible ici), un rapport conçu à destination des acheteurs médias et des éditeurs pour mieux comprendre l’impact de la dépréciation des cookies tiers et des ID mobile en temps réel. L’« Identity Indicator » de Smart offre un regard trimestriel sur les tendances émergentes autour du consentement et de l’identité, dans la transition vers un écosystème de publicité numérique privilégiant la confidentialité.
Toutes les données de ce rapport proviennent du SSP de Smart et ont été collectées du 8 au 28 mars 2021 sur l’inventaire web et/ou mobile de tous les éditeurs de Smart dans les marchés suivants : le Brésil, la France, l’Allemagne, l’Italie, le Mexique, l’Espagne, le Royaume-Uni et les États-Unis.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
En mars 2020, le marché publicitaire digital s’est resserré : le confinement a provoqué une réduction des campagnes, mais aussi une généralisation des filtres bloquant la publicité dans les contextes liés au Covid19. Cela a eu un impact conséquent sur la monétisation publicitaire des contenus premium. Cet épisode, qui a pénalisé directement les éditeurs et leurs régies, a révélé un grand besoin de clarification et de pédagogie en matière de brand safety. Dans cette perspective, les experts du SRI ont rassemblé leurs connaissances et pratiques du sujet dans un nouveau ‘Pense pas bête’ : le Guide de la brand safety et de la brand suitability.
Face à la dispersion des campagnes digitales, les annonceurs et leurs agences doivent s’assurer que les contextes de diffusion sont appropriés aux marques et que leurs campagnes ne financent pas des contenus universellement jugés indésirables (contenus illégaux, pornographiques ou incitant à la haine par exemple). Si ces pratiques ne sont pas nouvelles, les outils et les technologies de filtrage utilisés se sont récemment multipliés et complexifiés, et leur gestion induit parfois des effets contre-productifs. Les marques, pour ne pas associer associer leurs campagnes à des contenus inappropriés, peuvent actionner ces filtres à différents niveaux de la chaine publicitaire, notamment sur la base de mots clés, appelés aussi blacklists ou blocklists. Mais leur emploi, parfois maladroit, redondant ou excessif, impacte directement les volumes d’inventaires publicitaires disponibles sur les sites et de la même manière, l’efficacité des campagnes.
Aussi, comme il l’a déjà fait avec le programmatique, les cookies ou l’efficacité, le SRI propose dans un nouveau ‘Pense pas Bête’ de considérer cette légitime préoccupation des marques pour en donner une vue d’ensemble claire et pédagogique. Ce document est basé sur des entretiens avec de nombreuses parties prenantes - éditeurs, agences & tech - et réconcilie les visions sell side et buy side. En effet, pour que chacun puisse jouer efficacement son rôle dans la chaîne, il est essentiel de s’accorder sur une vision commune. C’est l’objet de ce guide qui permet de partager des définitions, de clarifier les rôles de chacun, de comprendre le fonctionnement des outils et de rassembler quelques bonnes pratiques et recommandations.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Le champ des possibles en matière d’optimisation des
performances susceptibles de rendre les campagnes
de publicité plus efficaces, est pour les annonceurs
comme pour les prestataires très étendu.
Chose inconcevable avec la publicité offline.
Ainsi, afin de pouvoir suivre les statistiques d’une
campagne online, un annonceur va intégrer à ses
liens de redirection des trackings qui permettront par
la suite l’étude des résultats sur un outil d’analyse
approprié et il pourra également arriver que
l’annonceur utilise deux outils d’analyse statistique,
voire, si un prestataire est impliqué dans la gestion
de la campagne, que ce dernier ajoute également son
propre outil d’analyse.
Malheureusement, il est très rare que l’on puisse
coordonner les différents outils de mesure afin de
permettre l’obtention d’informations communes.
De fait, les données varient le plus souvent au niveau
des clics et des impressions. Cela peut être parfois
source de désaccord entre les deux entités que sont
l’annonceur et le prestataire, tous deux impliqués
au même titre dans la campagne publicitaire.
Bien évidemment, force est de constater qu’il n’y a
pas d’outil d’analyse meilleur qu’un autre, et si les
données obtenues diffèrent souvent, c’est d’abord
que les méthodes et les facteurs d’analyse divergent
beaucoup d’un outil à l’autre.
À partir de quand faut-il essayer de comprendre
l’écart de statistiques ? Nous le verrons au travers de
ce document.
L'édition 2019 du Black Friday a été une fois encore le temps fort du secteur Retail
sur la fin d'année, véritable rampe de lancement de la période englobant Noël et
les soldes d'hiver. De plus en plus plébiscité par les marques et les internautes
(62% des internautes profitent du Black Friday selon un sondage BVA de novembre 2019), le Black Friday 2019 s'est distingué avec un démarrage précoce pour
certains marchands, anticipant d'une semaine la date "officielle" de lancement
afin de couper l'herbe sous le pied de la concurrence en proposant des offres très
agressives d'entrée de jeu.
De façon encore plus visible que lors des précédentes éditions, les soldes continuent de perdre en importance au profit du Black Friday, notamment sur les
secteurs de l'Habillement et de la High tech.
Le volume de business généré à l'occasion de ce temps fort en fait un moment clé
dans la stratégie d'affiliation des marchands qui peuvent s'appuyer à cette occasion sur des verticaux puissants et déclencheurs d'achat pour démultiplier leurs
ventes. L'écosystème des Editeurs a été tout particulièrement dynamique cette
année et a fait la part belle à l'innovation en proposant des dispositifs puissants
alliant personnalisation et performances.
Dans la présente étude, vous trouverez une analyse des principaux indicateurs
clés de performance par secteur d'activité ainsi qu'une vision affinée sur les 3
temps forts qui se se sont dégagés du Black Friday 2019: la semaine précédant le
jour J, le week-end du Black Friday et la CyberWeek qui a suivi.
Le Baromètre du Lead du CPA vous est présenté par les membres du Collège Lead du CPA, acteurs du
marketing digital et spécialistes de la génération de leads. Tous les résultats proviennent d’une étude menée
par les rédacteurs du Baromètre sur une période d’analyse des chiffres de Septembre 2018 à Août 2019 inclus.
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
Résultats des sondages IAB / CPA : «Les conséquences économiques de la crise covid-19»
A l’image de nombreux pays à travers le monde adoptant des mesures pour lutter contre la propagation du virus COVID-19 dont le confinement, l’économie française est gravement touchée et le digital ne fait pas exception. De nombreux secteurs ont besoin d’un soutien public pour traverser ces moments difficiles. Les gouvernements prennent des mesures de soutien de l’économie et d’anticipation de la reprise d’activité. Le digital ne doit pas en être exempté.
Dans le cadre de la crise sanitaire que nous traversons (Covid 19), le CPA et l’IAB ont réalisé un sondage auprès de leurs adhérents, afin de comprendre les principales préoccupations de l’industrie et les conséquences économiques de cette crise mondiale. Plus de 100 dirigeants d’entreprises représentatives des acteurs du marketing et de la publicité digitale en France (éditeurs, régies, agences, adtech, etc.) ont répondu au questionnaire entre le 7 et le 27 avril dernier.
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
Les annonceurs sont confrontés à des écarts de comptages croissants entre les technologies qu’ils utilisent dans le cadre de leurs campagnes marketing online. Ces écarts brouillent la mesure et l’analyse des performances des opérations mais posent aussi des soucis de facturation de plus en plus fréquents. Afin d’aider tous les acteurs de la chaine marketing digital à mieux cerner les raisons qui sont à l’origine de ces écarts et de leur donner les conseils de première urgence pour les réduire, nous, membres du Collège Technologie du CPA, avons rédigé ces fiches. Elles ont pour but de contribuer à faciliter la compréhension de notre industrie et, en expliquant les phénomènes, de poser des bases permettant à tous d’avoir un repère commun.
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
Le Baromètre de l’affiliation 2020 est l’outil de référence pour piloter et optimiser sa stratégie d’affiliation, tout au long de l’année.
Cette nouvelle édition de notre, désormais, incontournable baromètre de l’affiliation se veut
plus riche que jamais. Portée par les membres du CPA (Collectif Pour les Acteurs du marketing
digital), elle recouvre les 15 principaux secteurs d’activités de l’e-commerce en France.
L’affiliation est au cœur de la plupart des stratégies digitales d’acquisition et fidélisation des
annonceurs. Ce baromètre apporte donc un éclairage indispensable pour bien appréhender ce
levier clé du mix marketing à la performance.
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
Cette étude de référence, initiée par le SRI et réalisée par le cabinet de conseil et d’audit PwC, en partenariat avec l’UDECAM, donne un éclairage indispensable sur le marché publicitaire digital et son écosystème, en analysant l’évolution de son chiffre d’affaires net par leviers, par formats, par modes d’achat et par devices[1].
Le marché français de la publicité digitale atteint 4 876 M€de chiffre d’affaires net sur l’ensemble de l’année 2018, en progression de +17% par rapport à 2017.
Depuis 2008, le marché n’a cessé de croître et d’évoluer, au rythme soutenu de la digitalisation des médias, des audiences, des organisations et des annonceurs.
En 2018, la publicité digitale retrouve une vigueur jamais observée depuis 2009
Avec une croissance de 17% par rapport à 2017, le marché de la publicité digitale[2]compte pour 4 876M€ en 2018. En 10 ans, le marché a été multiplié par 2,5[3].
Sur l’ensemble de l’année :
Le Search progresse de 11%, il représente 45% du marché global et un CA net de 2 275M€
Le Display global connaît une croissance de 30% (1974M€), il représente 40% du digital mais son évolution est très contrastée :
Display Social : +63, soit 22% du marché global et un CA net de 1 088M€
Display hors Social : +5%, soit 18% du marché global et un CA net de 886M€
Les « Autres Leviers »sont quant à eux en croissance de +6%, ils représentent 15% du marché global, et leur CA net s’élève à 735M€ :
Affiliation : +7,5%
Comparateurs : + 6%
Emailing : +2%)
Les Médias dits « Historiques »représentent 16% du Display global et 36% du Display hors Social[4]
L’IAB France publie son premier guide sur la data qui fournit aux annonceurs, agences et éditeurs une vision claire des meilleures pratiques de la data. Qu’est-ce qu’une donnée ? A quels objectifs de campagne répond-t-elle ? Quels en sont les usages ? Les tendances ?
Dans un monde où les consommateurs et citoyens sont de plus en plus connectés, la data représente un enjeu majeur et un véritable levier de digitalisation pour les entreprises. La consommation des données et leur utilisation sont au coeur des préoccupations actuelles et représente un avantage concurrentiel pour les acteurs du marché ; la mise en place du RGPD en est la preuve et il nous a semblé pertinent de produire ce guide afin d’aider les lecteurs à identifier les bonnes méthodologies d’usages de la data.
Fruit de l’expertise et de la collaboration des entreprises expertes du réseau IAB France, ce guide présente une approche claire et simple des données pour en comprendre leur valeur et leurs usages dans les stratégies de marketing en ligne.
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
As Europe's leading economic powerhouse and the fourth-largest hashtag#economy globally, Germany stands at the forefront of innovation and industrial might. Renowned for its precision engineering and high-tech sectors, Germany's economic structure is heavily supported by a robust service industry, accounting for approximately 68% of its GDP. This economic clout and strategic geopolitical stance position Germany as a focal point in the global cyber threat landscape.
In the face of escalating global tensions, particularly those emanating from geopolitical disputes with nations like hashtag#Russia and hashtag#China, hashtag#Germany has witnessed a significant uptick in targeted cyber operations. Our analysis indicates a marked increase in hashtag#cyberattack sophistication aimed at critical infrastructure and key industrial sectors. These attacks range from ransomware campaigns to hashtag#AdvancedPersistentThreats (hashtag#APTs), threatening national security and business integrity.
🔑 Key findings include:
🔍 Increased frequency and complexity of cyber threats.
🔍 Escalation of state-sponsored and criminally motivated cyber operations.
🔍 Active dark web exchanges of malicious tools and tactics.
Our comprehensive report delves into these challenges, using a blend of open-source and proprietary data collection techniques. By monitoring activity on critical networks and analyzing attack patterns, our team provides a detailed overview of the threats facing German entities.
This report aims to equip stakeholders across public and private sectors with the knowledge to enhance their defensive strategies, reduce exposure to cyber risks, and reinforce Germany's resilience against cyber threats.
2015 US digital future in focus - Comscore - 26 March 2015
1. PAGE 1
2015 U.S. Digital Future in Focus
DIGITAL
2015
FUTURE
FOCUS
IN
U.S.
2. PAGE 2
Introduction
The digital world achieved enormous progress in 2014 as several
transformative changes shaped how Americans interacted with technology
and consumed media. Perhaps more so than at any other time in recent
memory, changes were not merely incremental but rather seemed to
represent key inflection points in the evolution of various markets and
behaviors. We saw platforms collide in ways that upended existing markets,
reconfigured the economics of various industries, and suggested that we
are embarking on a new era of digital that will look markedly different from its
predecessor.
Consider some of the digital milestones of 2014 and what they suggest
about the future. This was the year that mobile app usage exploded on its
way to becoming the majority of all digital media activity. Facebook saw
mobile revenues surpass desktop revenues, signaling a shift towards mobile
as the primary digital media platform. Traditional TV ratings saw pronounced
declines as Americans’ viewing habits time-shifted and moved to emerging
platforms. And digital advertising in many ways grew up, going through a
challenging but important transition to transacting on impressions that are
actually seen by people.
In this report, we will examine some of the most important sectors of the
digital media ecosystem to show how the landscape has changed, who is
leading the way, and what it all means for the year ahead – and beyond. It is
an exciting time in digital and we hope this exploration of today’s key issues
helps put the Digital Future in Focus.
4. PAGE 4
• While most of the growth in digital media consumption over the past four years has
occurred on smartphones (up 394 percent) and tablets (up 1,721 percent), these
mobile platforms are not eating into aggregate time spent on desktop, which has
still grown 37 percent over this time period. The digital media pie continues to get
bigger and Americans engage with screens during more occasions throughout the
day than ever before.
• Across every age demographic, there is a substantially higher percentage of multi-
platform and mobile-only internet users than the previous year. More than 3/4ths of
all digital consumers (age 18+) are now using both desktop and mobile platforms
to access the internet, up from 68 percent a year ago. Mobile-only internet usage is
also becoming more prevalent, driven largely by the 21 percent of Millennials who
are no longer using desktop computers to go online. Meanwhile, the 55-years-and-
older consumer segment is actually the fastest growing faction of mobile users,
increasing its combined multi-platform and mobile-only share of audience from 60
percent to 74 percent in the past year.
• Because people prefer different devices depending on the online activity or task,
the desktop vs. mobile skews by content category can vary widely. Categories such
as Photos and Maps are more often than not used on the go, lending themselves
to heavy mobile usage, while the Portals and Business/Finance categories
comparatively index much higher on desktop devices. Although Portals function as
an accessible hub of information on desktop, the mobile environment is markedly
different where apps have taken on the role as the gateway to the web.
Multi-Platform
Total Digital Media Time Spent by Platform
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2014 / Dec 2010
1,600,000,000
1,400,000,000
1,200,000,000
1,000,000,000
800,000,000
600,000,000
400,000,000
200,000,000
0
Dec 2010 Dec 2014
+ 157%
+394%
+1,721%
+37%
Smartphone
Tablet
Desktop
5. PAGE 5
2015 U.S. Digital Future in Focus
Share of Demographic Audiences by Platform Usage
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Dec 2014 / Dec 2013
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Dec 2013 Dec 2014
Age 18+ Age 18-34 Age 35-54 Age +55
Dec 2013 Dec 2014 Dec 2013 Dec 2014 Dec 2013 Dec 2014
9% 12%
18%
21%
5%
6% 3%
6%
68%
76%
67%
74%
77%
84%
57%
68%
22% 12% 15%
5% 18% 10%
40%
26%
Portals
Business/Finance
Entertainment - News
Multimedia
Retail
Sports
News/Information
Health - Information
Lifestyles
Personals
Social Networking
Online Gaming
Weather
Maps
Photos
73%
70%
61%
61%
51%
50%
50%
48%
41%
38%
26%
13%
13%
10%
7%
27%
30%
39%
39%
49%
50%
50%
52%
59%
62%
74%
87%
87%
90%
93%
Share of Content Category Time Spent by Platform
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2014
Mobile Only Multi-Platform Desktop Only
Desktop Mobile
6. PAGE 6
• Google Sites once again ranked as the top overall digital media property in the
U.S. with a December 2014 audience of 238 million unique visitors, representing
94 percent of all internet users. Yahoo Sites ranked second with 216 million,
while Facebook jumped one spot in the ranking to #3 while reaching the 200
million visitor threshold. Approximately 31 percent of all traffic to the top 10 digital
properties was mobile-only visitation.
• A variety of large digital media companies saw exceptional growth in 2014.
Myspace, at one time the largest social network on the internet, has seen a
surprising renaissance following a pivot to video and music content. As it reignited
audience interest, the site boasted one of the fastest growth rates in 2014 in
surging 469 percent to nearly 40 million visitors. Several of today’s largest social
networks, including Linkedin, Snapchat and Vine, also ranked among the fastest
risers of the year with growth in the 60 percent range. Additionally, many digital-
savvy, new media companies experienced high user growth as they utilized social-
friendly content and highly clickable headlines while showing a deep understanding
of how the modern digital consumer engages with media. Examples of these
properties include Refinery29, Vice, Business Insider and BuzzFeed.
• Mobile apps are quickly becoming the primary access point for many digital
services. While the fastest growing mobile apps encompassed a wide range of
different categories, some notable ones include ride sharing services Lyft and Uber,
which have revolutionized urban transportation. Another app disrupting American
culture is Tinder, whose simple “swipe left or swipe right” concept has transformed
the modern dating landscape. Walmart was another big winner in the app market
this year as its introduction of a Savings Catcher feature made it a must-have app
for many shoppers.
Digital Media
Top Digital Properties: Unique Visitors (MM) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2014
Google Sites
Yahoo Sites
Facebook
AOL, Inc.
Amazon Sites
Microsoft Sites
Mode Media
CBS Interactive
Comcast NBCUniversal
Apple Inc.
0 50 100 150 200 250
238
216
207
199
181
168
145
137
135
135
Desktop Only Multi-Platform Mobile Only
7. PAGE 7
2015 U.S. Digital Future in Focus
Y/Y Unique Visitor Growth of Selected Fast Rising Digital Media Properties*
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2014 / Dec 2013
Lyft
Kohl’s
Tinder
iTriage
Uber
Bing
NBC Sports Live Extra
QR Reader For IPhone
Walmart
Nike Training Club
120,000
100,000
80,000
60,000
40,000
20,000
0
Y/Y Unique Visitor Growth of Selected Fast Rising Mobile Apps*
Source: comScore Mobile Metrix, U.S., Age 18+, Dec 2014 / Dec 2013
* Based on selection of apps with at least 1 million unique visitors and growing 200 percent year-over-year.
* Based on selection of digital media properties with at least 20 million unique visitors and growing 40 percent year-over-year.
Myspace
Refinery29
Vice
EliteDaily.com
NYPost
Network
Imgur.com
WashingtonPost.com
Linkedin
SoundCloud.com
Snapchat,
Inc
Vine
Maker
Studios
Inc.
Business
Insider
BBC
Sites
Woven
BuzzFeed.com
Gawker
Media
469%
198% 173%
111%
105% 83%
71%
68%
67%
62%
58%
55%
55%
46%
44%
43%
42%
Unique
Visitors
(000)
Dec 2013 Dec 2014
835%
793%
737%
516%
440%
361%
360%
346%
342%
208%
8. PAGE 8
• For the past few years, U.S. smartphone penetration has been growing at
approximately 10 percentage points a year and reached 75 percent penetration
of the mobile user base at the end of 2014. Although the growth in smartphone
penetration has begun to see modest evidence of deceleration, at the end of 2014
it was still growing at an annual rate of 16 percent.
• iOS and Android have officially solidified their stranglehold on the smartphone
market with a combined 95 percent market share in terms of installed base. While
Android maintains the majority at 53 percent, iPhones are not far behind at 42
percent. With the vast majority of apps now being developed only for these two
platforms, it becomes increasingly difficult for other platforms to regain a foothold in
the U.S. market.
• With its tightly integrated software and hardware, Apple remains the largest
smartphone OEM at 42 percent. However, Samsung’s popularity among Android
users has helped it capture 30 percent of the smartphone market. LG and Motorola
were the only two other OEMs with at least 5 percent share. Meanwhile in the
feature phone market, which still accounts for a quarter of all U.S. mobile phone
users, Samsung and LG continue to lead with a combined 64-percent market share
of that sector.
Mobile
Smartphone Penetration of Mobile Phone Market
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2005 - 3 Mo. Avg. Ending Dec 2014
2% 3% 6%
11%
17%
27%
42%
54%
65%
75%
Dec 2005 Dec 2006 Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013 Dec 2014
80%
70%
60%
50%
40%
30%
20%
10%
0%
9. PAGE 9
2015 U.S. Digital Future in Focus
HP/Palm Symbian Microsoft BlackBerry iOS Android
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Smartphone Platform Market Share
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2005 - 3 Mo. Avg. Ending Dec 2014
Smartphone (75%)
iOS (42%) Android (53%) Other* (5%) Other (100%)
Feature Phone (25%)
U.S. Smartphone and Feature Phone OEM Market Share
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2014
42%
53%
42%
51%
36%
53%
30%
47%
25%
29%
25%
5%
17%
9%
Apple
41.6%
BlackBerry
1.8%
HTC
3.6%
Nokia
2.5%
LG
32.5%
Samsung
31.3%
Other
27.2%
Motorola
9.0%
Motorola
5.2%
Other
7.6%
Samsung
29.7%
LG
8.0%
Dec-2005 Dec-2006 Dec-2007 Dec-2008 Dec-2009 Dec-2010 Dec-2011 Dec-2012 Dec-2013 Dec-2014
* While not pictured in the above chart, 1.1 percent of smartphone subscribers use a non-Nokia, non-BlackBerry OEM device that does not run on
iOS or Android.
10. PAGE 10
Multi-Platform Audience Penetration vs. Engagement of Leading Social Networks
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2014
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
2,426
38%
1,697
37%
5,001
25%
12,242
34%
6,437
11%
1,530
14%
6,649
36%
6,527
29%
% Reach of Total Digital Population
Total
Minutes
(MM)
• Facebook remains the goliath of social media, leading all social networks with
81 percent reach of the total digital population and nearly 230 billion minutes
of user engagement. With time spent that is 18x that of the next biggest social
network, Facebook had to be excluded from the graphic below in order to show
meaningful detail for the others. Of the social networks pictured in the chart, popular
photo-sharing site Instagram leads all with 12 billion minutes in time spent, while
Snapchat, the ephemeral photo and video messaging app, racked up about half
of that — an impressive mark given its more narrow user base and lower overall
audience reach. Twitter, Linkedin and Google+ remain mainstays of the market with
very high penetration, while Pinterest and Tumblr have both considerably improved
their respective positions in the past year.
• Snapchat, Vine, Tumblr and Instagram each have audiences that are predominantly
Millennials (i.e. Age 18-34), as visually-oriented social networks continue to draw in
young audiences. Snapchat skews the youngest of all the leading social networks,
with 71 percent of its audience composed of 18-34 year-olds and 45 percent of its
audience 18-24 year-olds. The social networks with the highest overall penetration
owe much of their mainstream success to their ability to expand beyond Millennials
to older demographic segments, as well.
• According to Shareablee, comScore’s social analytics partner, National Geographic
ranked as the #1 social brand of 2014 with 579 million total actions, such as likes,
shares, comments, retweets, and favorites. High quality photos of animals in the
wild, and particularly baby animals, proved highly shareable for the brand, as it
garnered nearly 59,000 actions per post. Social video also stood out as one of the
most effective ways to engage audiences across platforms, with total actions on
video posts growing by 147 percent in 2014. Other brands faring well in the ranking
included three pro sports leagues: NBA, NFL and MLB.
Social Media
11. PAGE 11
2015 U.S. Digital Future in Focus
Demographic Composition % of Leading Social Networks
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Dec 2014
Top Brands by Total Social Actions* (MM)
Source: Shareablee, U.S., Jan. 1 - Dec. 31, 2014
16% 22% 19% 18% 15% 10%
16% 25% 22% 18% 13% 7%
14% 21% 22% 18% 16% 9%
19% 22% 21% 18% 13% 7%
23% 26% 19% 15% 12% 4%
15% 26% 21% 17% 15% 7%
28% 25% 18% 13% 11% 6%
28% 23% 17% 15% 10% 7%
45% 26% 13% 10% 6% 1%
National Geographic
NBA
NFL
MLB
Men’s Humor
WWE
Fox News
Aeropostale
Victoria’s Secret
Brandy Melville USA
579
420
300
253
235
195
154
135
132
131
58,543
18,766
14,528
10,103
17,490
9,723
7,520
30,339
38,451
36,044
Actions per Post
Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
* Total social actions include the sum of likes, shares, comments, retweets and favorites received by all the posts published by a brand on Facebook,
Twitter and Instagram, for the defined time period.
12. PAGE 12
86%
52%
46%
9%
48%
10%
• Digital video viewing still occurs most frequently via desktop computer, but mobile
video viewing is on the rise. Nearly 7 in 8 Americans watch online video, with
more than half doing so daily. Slightly below half of smartphone and tablet users
watch video on their devices, with about 1 in 10 doing so daily, suggesting there is
significant room for continued growth. Over-the-top (OTT) devices such as Apple
TV, Google Chromecast, and Microsoft Xbox are also gaining adoption and driving
extended engagement of digital video viewing.
• Although desktop video is a mature medium, total viewership and engagement per
viewer continue to post gains. By the end of 2014, the number of monthly unique
video viewers on desktop fell just short of 200 million, with each viewer watching
more than ten videos per day on average.
• YouTube remains the #1 online video destination, with 159.5 million desktop viewers
in December. The popularity of professionally and semi-professionally produced
content on YouTube Channels continues to drive engagement on the platform, with
VEVO ranking as the #1 channel with 44.2 million viewers, followed by Disney/
Maker Studios (42.6 million) and Fullscreen (36.9 million). VEVO also led the Top 10
YouTube Channels with 15 videos watched per viewer in December 2014.
Video Viewer Penetration by Platform: Monthy vs. Daily
Source: comScore Video Metrix, U.S., Dec 2014
comScore MobiLens & TabLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2014
Video
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Desktop Smartphone Tablet
Monthly Daily
13. PAGE 13
2015 U.S. Digital Future in Focus
278
265
270
248
223
203
237
255
277
284
262
270
317
196
192
191
192
196
190
186
183
186
187
182
183
188
Total Desktop Video Unique Viewers (MM) vs. Videos per Viewer
Source: comScore Video Metrix, U.S., Dec 2013 - Dec 2014
Top YouTube Channels by Desktop Unique Viewers (000)
Source: comScore Video Metrix, U.S., Dec 2014
200
195
190
185
180
175
350
300
250
200
150
100
50
0
Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014
Videos
per
Viewer
Unique
Viewers
(MM)
19,050
19,948
21,430
23,740
24,385
25,980
30,348
36,893
42,571
44,190
VEVO @ YouTube
Disney/Maker Studios @ YouTube
Fullscreen @ YouTube
Machinima @ YouTube
Warner Music @ YouTube
QuizGroup @ YouTube
BroadbandTV @ YouTube
ZEFR @ YouTube
Rightster @ YouTube
any.TV @ YouTube
15.1
13.9
11.3
9.8
6.7
4.7
7.3
3.7
3.0
4.6
Videos per Viewer
14. PAGE 14
• The U.S. online advertising market has seen a heightened emphasis on the use
of viewable impressions, or those rendering within the viewable portion of the
web browser, as a basis for the buying and selling of ads. comScore’s latest vCE
Benchmarks indicate that 46 percent of U.S. display ads are viewable, a rate that
is actually the same as the prior year. Although many publishers are improving their
website design to optimize for viewability, the uptick in ad fraud has likely negated
these gains, making it appear that there has been little progress on this issue.
• Ad fraud, and the overall incidence of ad impressions being delivered to non-human
traffic (NHT), became a huge issue in 2014 as the industry came to grips with the
gravity of the problem. Recent comScore research showed that among hundreds
of digital ad campaigns measured in November 2014, 21 percent of them had
NHT levels of at least 5 percent, and those campaigns accounted for 75 percent
of all NHT impressions. Not every campaign is affected in the same way, but fraud
has the potential to threaten any campaign and can create a substantial amount of
waste.
• Once advertisers ensure their ads are delivered in-view to actual people,
measurement of ad effectiveness becomes more accurate and meaningful.
comScore’s brand survey lift norms for desktop and mobile ad campaigns show
the average increases in brand awareness, favorability, likelihood to recommend
and purchase intent. The 2014 mobile ad norms show increases of between 2.5-4
percentage points, notably higher than the typical 1-2 percentage point average for
desktop display ads, likely reflecting the better targeting, higher in-view rates, lack of
ad clutter, and proximity to the point purchase for mobile ads.
Percentage of Viewable Ad Impressions in U.S.
Source: comScore vCE Norms, U.S., Q3 2014
Advertising
Non-Viewable
54%
Viewable
46%
15. PAGE 15
2015 U.S. Digital Future in Focus
Advertiser/Campaign Non-Human Traffic (NHT)
Source: comScore Custom Analytics, U.S., November 2014
Percentage Point Lift from Mobile Advertising
Source: comScore mBSL Benchmarks, U.S., 2014
% NHT in Campaign
% of Total
Campaigns
% of Total NHT
Impressions
Average NHT per
Campaign
< 5% 79% 25% 1%
5%-20% 14% 45% 11%
> 20% 7% 30% 31%
79% of the campaigns have <5% NHT, accounting for 25% of the total NHT impressions.
14% of the campaigns have 5-20% NHT, accounting for 45% of the total NHT impressions.
7% of the campaigns have >20% NHT, accounting for 30% of the total NHT impressions.
Aided Awareness
Favorability
Likelihood to Recommend
Purchase Intent
+2.5
+3.0
+4.3
+4.3
16. PAGE 16
• The total U.S. multi-platform web search market grew 5 percent in query volume in
Q4 2014 vs. the previous year. Mobile search, which includes queries conducted
via app and mobile browser, now accounts for 29 percent of all search activity, with
smartphones driving a greater share (20 percent) than tablets (9 percent).
• As consumers shift their digital activity to mobile, growth in the search market is
being driven by both smartphones (up 17 percent from the prior year) and tablets
(up 28 percent). Desktop search, meanwhile, has declined marginally during the
same period.
• Google remains the leader in the U.S. explicit core search market with 66 percent
market share of search queries conducted in Q4 2014, followed by Bing at 20
percent and Yahoo at 11 percent. Bing increased its market share in 2014, while
Yahoo’s recent search partnership with Firefox has also bolstered its share. In terms
of multi-platform search activity measured by comScore, Google’s strong leadership
on both smartphones and tablets boosts its share of the multi-platform search
market by several percentage points vs. desktop alone.
Total Multi-Platform Web Searches* (Billions) by Platform
Source: comScore qSearch Multi-Platform, U.S., Q4 2014 / Q4 2013
Search
64.0
5.9
12.6
45.5 Tablet
Smartphone
Desktop
Q4 2013 Q4 2014
61.1
4.6
10.8
45.7
+5%
Y/Y
* Total multi-platform web searches include all web searches conducted on desktop, smartphone and tablet. Note that web searches on desktop
differ from “explicit core search” and comScore’s monthly desktop search rankings
17. PAGE 17
2015 U.S. Digital Future in Focus
Y/Y Growth in Total Searches by Platform
Source: comScore qSearch Multi-Platform, U.S., Q4 2014
Share of Desktop Searches for Explicit Core Search Market
Source: comScore qSearch, U.S., Q4 2014
28%
Desktop
-1%
17%
Tablet
Smartphone
AOL, Inc.
1%
Ask Network
2%
Google Sites
66%
Microsoft Sites
20%
Yahoo Sites
11%
*Q4 2014 market share only partially reflects the impact of Yahoo’s search deal with Firefox, which drove a material share increase for Yahoo from
November to December
18. PAGE 18
• Total U.S. retail digital commerce grew 14 percent in 2014 to $268.5 billion.
Desktop-based e-commerce increased 13 percent to $236.9 billion, while mobile
commerce jumped 28 percent to $31.6 billion.
• Although mobile commerce is growing at more than twice the rate of desktop
e-commerce, there is still a significant mobile monetization gap. Mobile now
accounts for 60 percent of digital retail engagement as measured by time spent,
but only 13 percent of dollars. As friction gets removed from the mobile purchase
process, gains in sales can be expected to accelerate.
• The top-gaining digital commerce product category in 2014 was Digital Content &
Subscriptions, which includes downloadable music, movies, books and apps. The
category grew 27 percent in the past year, and was joined by Consumer Packages
Goods (up 21 percent) and Apparel & Accessories as the only categories to exceed
20 percent growth in 2014.
E-Commerce
90
80
70
60
50
40
30
20
10
0
25
20
15
10
5
0
Percentage
Change
Dollar
Spend
($
Billions)
72.1
53.9
54.8
56.1
63.1
47.5
49.8
50.2
56.8
41.9
43.2
44.3
10.7
6.7
6.8
7.3
8.3
4.7
4.6
3.8
4.5
21% 17% 17% 17% 15% 16% 14% 12% 13% 13% 14% 16%
5.8
7.2
5.9
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014
Mobile Desktop
Total U.S. Retail Digital Commerce Growth
Source: comScore e-Commerce & m-Commerce Measurement, U.S., 2012 - 2014
19. PAGE 19
2015 U.S. Digital Future in Focus
% of Time Spent % of Dollars
Mobile Desktop
% of Time Spent* vs. % of Retail Dollars Spent by Platform
Source: comScore Media Metrix Multi-Platform,
e-Commerce & m-Commerce Measurement, U.S., Q4 2014
Y/Y % Change in Total Retail Digital Commerce Dollars by Category
Source: comScore e-Commerce & m-Commerce Measurement, U.S., 2014 / 2013
87%
40%
13%
60% 47%
Monetization
gap
Digital Content & Subscriptions
Consumer Packaged Goods
Apparel & Accessories
Sport & Fitness
Office Supplies
Furniture, Appliances & Equipment
Home & Garden
Toys & Hobbies
Total Digital Commerce
Consumer Electronics
Computers / Peripherals / PDAs
Event Tickets
Video Games, Consoles & Accessories
Music, Movies & Videos
Flowers, Greetings & Misc Gifts
Books & Magazines
Jewelry & Watches
Computer Software -4%
27%
21%
20%
17%
15%
15%
14%
14%
14%
14%
14%
8%
7%
6%
6%
2%
-1%
* Netflix duration excluded from Retail category.
20. PAGE 20
Conclusion
As 2014 fades further in our rear view mirror and we ponder the road ahead, it is
time to put the digital future in focus. So many recent innovations and milestones
have laid the groundwork for a year ahead that presents opportunities up and
down the digital media ecosystem. We would like to outline ten trends in digital
that we feel are of particular importance and will shape what happens in 2015.
Ten Trends to Define 2015
1. Viewability Moves Closer to Becoming Currency, Better Aligns Dollars with Impact
Digital ad buyers and sellers have undergone a sometimes painful but
necessary transition toward using viewable impressions as currency. Publishers
willing to be held to this standard will also need to demonstrate that their
viewable inventory has been undervalued because its effectiveness has been
systematically understated by the non-viewable ads. As non-human traffic
and non-viewable ads get purged from the ecosystem, dollars will follow the
inventory that actually helps marketers reach their desired audiences and
influence consumer perceptions and purchase behaviors.
2. App Curation Improves Discovery, Expands the Market
The Apple and Android app stores have more than 1.3 million available apps and
not enough download activity to support much of what’s out there. And if getting
an app downloaded wasn’t already difficult enough, the average mobile user
uses only a handful of apps regularly with 75 percent of usage time concentrated
within their top four apps. Outside of the app store rankings, users lack a well-
optimized and curated way of finding the best apps for them. Look for new
approaches that leverage the social graph to aid in app discovery, serving to
diversify app usage and help build more sustainable mobile-first businesses in
the mid and long-tail of the market.
21. PAGE 21
2015 U.S. Digital Future in Focus
3. The Rise of the Short-Form Video Ad Demands New Set of Creative Skills
The entire digital ecosystem is fighting to deliver high-quality video inventory with
many of the leading social and video platforms playing a key role. Because social
channels are generally better suited to short-form content, much of the video
innovation has been in the introduction of short-form ads that are between five
and ten seconds. While Vine first popularized the six-second video, Facebook,
Instagram, and Twitter are making bigger plays in video, increasing the need
for short-form video ads that provide a quick and visually compelling brand
experience. In trading depth of engagement for scale, it will demand a new set of
creative skills from agencies seeking to fulfill these new requirements.
4. M-Commerce Begins Closing the Gap, But Conversion Won’t Get Solved Overnight
To date, not enough conditions have been met for mobile commerce to realize its
full potential. But with the continued uptick in smartphone screen size, improved
connection speeds, and apps and mobile websites better optimized for conversion,
we should see more smartphone users become comfortable with converting on their
phones. Enough of the market enablers have aligned to accelerate m-commerce
growth in 2015, and while it is expected to surge past 15 percent of digital
commerce before the end of the year, it will still be far from realizing its full potential.
5. Social Moves Down Funnel with “Buy Button”
Pinterest is already gaining traction as an ad platform as it rolls out its Promoted
Pin native ad units, which promise exposure among users who are already
exhibiting some level of intent in their browsing behavior. But reports of
integrating a “buy button” suggest Pinterest is looking closely at ways to more
directly tie exposure to purchase behavior and demonstrate the effectiveness
of these ads. Other social networks are also rumored to be working on
“buy buttons,” suggesting this is a theme to watch closely in 2015 as major
companies look to diversify from predominantly ad-based revenue streams to
those more closely associated with commerce.
22. PAGE 22
6. Native Ads Scale to Accelerate Mobile Ad Monetization
Native advertising has the straightest and clearest path to ad monetization on
mobile, with companies like Facebook and Twitter showing that this channel
can deliver ad dollars in rough alignment with consumers’ usage patterns. While
large platforms have the benefit of scale and being able to package their mobile
inventory alongside online ads, the emergence of native ad platforms will enable
the aggregation of inventory that will facilitate cross-platform campaigns and
improve monetization and sell-through of native ad inventory on mobile. “Scalable
native advertising” almost sounds like an oxymoron, but with many consistencies
in how these ads are being deployed across sites, there are real opportunities for
aggregation – not only across publishers but across platforms.
7. Lines Blurring Between Tech and Content Bring New Challenges, Opportunities
2014 gave birth to the term “vertically integrated digital media company,” as
traditional publishers trying to adapt to the digital environment recognized the
need to use technology and content optimization strategies to build economically
sustainable businesses. At the same time, the increasing number of digital
companies acting as both platforms and content producers suggests the
inevitable intersection of technology and content. While this shift may be seen as
an existential threat to the news business, it also represents a new opportunity
that not only places value on high-quality information content, but enables it to
reach audiences on a scale not previously available before. Many publishers who
were once relegated to audiences mostly within their immediate geographic
boundaries are now establishing very large audiences on other continents.
8. Cross-Platform Video Measurement Takes Critical Steps from Dream to Reality
As fall 2014 TV ratings saw the first undeniable evidence of systematic declines,
the economic implications of audience and platform fragmentation become
clear. There is no stopping the bleed of coveted 18-49 year-old audiences
from traditional linear TV, but innovation in measurement systems this year will
enable their unique viewing patterns to be accounted for on other platforms. The
reality is that sizeable incremental audiences drive high viewing engagement on
desktop, smartphone, tablet and over-the-top devices, and without quantifying
this behavior in the context of TV viewing, content owners will lose money and
advertisers will have fewer options for marketing effectively.
24. PAGE 24
comScore Brand Survey Lift™ Mobile
Brand Survey Lift Mobile (BSL™ Mobile) is a survey-
based solution that quantifies the branding impact of
a mobile campaign, providing actionable insights into
the effectiveness of advertising across the mobile web
and applications. The solution measures lifts across
a variety of key branding metrics, such as awareness,
message recall and purchase intent, to optimize mobile
campaigns and eliminate wasted ad spend.
comScore e-Commerce Measurement™
e-Commerce Measurement provides an accurate, timely
and comprehensive view of consumers’ online shopping
and spending behavior. Leveraging comScore’s panel
of more than 2 million internet users, e-Commerce
Measurement is used by retailers, travel suppliers,
financial analysts, credit card issuers, publishers and
manufacturers to understand competitive performance
and online marketing strategies.
comScore Media Metrix® Multi-Platform
Media Metrix Multi-Platform is an industry-leading
digital media measurement platform that provides an
unduplicated view of total digital audience behavior
across desktops, smartphones and tablets. Leveraging
the comScore UDM® methodology, Media Metrix Multi-
Platform measures total audience size, demographic
composition, engagement, performance within key user
segments and behavioral trends in the consumption of
browser, mobile app and video content. With this digital
measurement suite, publishers can showcase the value
of their audiences while agencies and advertisers can
create holistic media plans across platforms.
comScore Mobile Metrix®
Mobile Metrix is a mobile measurement solution that
captures total mobile audience behavior on browsers
and apps across smartphones and tablets. Leveraging
the comScore UDM® methodology, Mobile Metrix
measures total mobile audience reach, mobile
demographic composition, engagement and consumer
behavioral trends. As part of the Media Metrix Multi-
Platform suite, publishers can use Mobile Metrix to
showcase the value and scale of their mobile audiences
and benchmark against competitors, while agencies
and advertisers can strategically plan and buy mobile
advertising to achieve their campaign objectives.
comScore MobiLens®
MobiLens is a survey-based market research tool that
provides the latest insights about consumers’ mobile
usage trends, demographics and behaviors across
mobile devices. Used by media buyers, media sellers
and mobile phone manufacturers, MobiLens connects
data on mobile consumer demographics and behaviors
with device capabilities. By matching consumer
behavior with smartphone devices, MobiLens quantifies
the mobile phone market in terms of subscribers and
device penetration by manufacturer.
comScore qSearch™
qSearch is an online search tool that tracks online
search activity across search engines and websites
to identify search trends and behaviors of target
audience segments. Leveraging the comScore UDM®
methodology, qSearch measures actual search volume
and intensity for all traditional search engines as well
as other leading sites such as eBay, Facebook and
Wikipedia. Publishers use qSearch to understand their
referral traffic sources and optimize their organic or
paid search strategy. On the buy side, agencies and
advertisers can evaluate the worldwide search market
and research competitors’ search strategy to optimize
their marketing mix.
comScore TabLens®
TabLens is a survey-based market research tool that
provides the latest insights on the U.S. tablet market
including consumer usage trends and behaviors on
tablets. Used by media buyers, media sellers and
mobile device manufacturers, TabLens offers an in-
depth view of tablet owners, providing insights into
device-level adoption, content consumption and
consumer demographics.
comScore validated Campaign Essentials™
validated Campaign Essentials (vCE®) is an integrated
solution for complete campaign delivery validation
and in-flight optimization. Unlike existing single-point
solutions, vCE provides an unduplicated accounting of
impressions delivered across a variety of dimensions,
such as in-target, in-view, in-geo, brand safe and
free from non-human traffic (NHT). Used by media
buyers and sellers, vCE enables decreased waste and
increased campaign effectiveness.
comScore Video Metrix®
Video Metrix is a digital video measurement solution
that delivers end-to-end measurement of consumers’
digital video consumption of both video content and
advertising on desktops. Leveraging the comScore
UDM® methodology, Video Metrix captures user
engagement and viewing behavior at the video show
or property level. Publishers use Video Metrix to
demonstrate the value of their video audiences to
advertisers and benchmark against competitors, while
agencies and advertisers can compare video audiences
by publishers, category and demographics to inform
video ad planning and buying.
Shareablee, Inc.
Launched in 2013, Shareablee Inc.
(http://www.shareablee.com) is the leading authority
on audience intelligence, competitive benchmarking
and actionable insights for social media. The official
social media analytics partner of comScore,
Shareablee measures a census of global properties
and collects brand audience and engagement data
across Facebook, Twitter, Instagram, Google+,
Tumblr, LinkedIn, YouTube and Pinterest.
PRODUCT SUMMARY
25. PAGE 25
2015 U.S. Digital Future in Focus
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