AdLift comScore webinar 24th august

AdLift – Delivering Digital ROI
Marketing Lessons in the New Era in India
Webinar
August 2017

PRASHANT PURI
CEO, AdLift & yral
14+ Years of Online Marketing Experience
Ex eBay & Yahoo!
Since AdLift, consulted for eBay, Walmart, Overstock,
Airbnb, Barnes & Noble
@puriprashant
in/prashantpuri
prashant@adlift.com
Quick Intro
@

About us & Our Achievements
• Founded in 2009, AdLift provides customized digital media
strategy and search marketing solutions for online
businesses in the North American and Asian markets
• AdLift has assembled a world-class technical team of
search marketing experts from firms such as Yahoo, eBay &
Adobe Digital
• AdLift’s unique value proposition has been recognized by
fortune 500 companies including PayPal, Walmart,
Overstock, Barnes & Noble, Quickr, OLX, ICICI & HDFC
• 90+ person team - located in Gurgaon San Francisco,
Mumai & Gurgaon
• Running campaigns across 50+ sites
• Optimizing 100K keywords
• Creation & Syndication of 50K+ Pieces of Content Annualy
• Managing $125M in digital marketing spend
• Delivered results & gained trust

Global digital advertising spend continues to soar, with estimated $173B spend in 2016. APAC
estimates at $51B.
APAC Now at 30% of Total Global Ad Spend

Digital advertising will account for 25% of all ad
spending in 2019, which was 16% in 2016
Total Ad spending in India 15.5% in 2016, with
digital advertising expanding at the fastest pace
of 47.5%
Digital Ad Spending in India Grows at 47% Y/Y

…Another Reason – Your Consumers Are Online!

SEO & Content Marketing
Pay-per-click (PPC) advertising
Social media marketing
Influencer Marketing
Web Development
Additional Marketing (Affiliates, SMS)
So What is Digital?

Content Marketing Growth: 2009 to 2019
*2017 numbers are projectedSource – PQ Media
“When In-House Spending
Included –
Global Content Marketing
$145 Billion Industry
(2014), Growing to over
$313 Billion in 2019”
Ad Blocking To Cost Publishers $27 Billion by 2020 and Content Marketing will be Marketers Rejoice
Content Marketing Spends Globally – Growth and Projections

Content Consumed
55 percent of visitors just spend
15 seconds in a website
In Facebook alone, more than 1
billion pieces of content is shared
every day
About 60 million photos are uploaded
on Instagram every day
YouTube users upload 300 hours of new
video content every minute

Does your organization
use content marketing ?
76% SAY YES
75%use SEO as a
metric to measure
effectiveness
Why Content Marketing Is So Important?

15
“56% of Content Marketers believe
Creating Engaging Content is the
Biggest Challenge”
Challenges For Content Marketers

HOW DO BRANDS CREATE ENGAGING CONTENT AND
AMPLIFY IT?

Content Lift is Featured On & Successfully Used By

Content marketing done by us helped
Panasonic build there brand visibility
through popular websites and then
integrating social media to amplify reach
Corporate Brand Building Through Content - Panasonic

Target Market – India
Blog Category Targeted – Lifestyle, Health and
Finance
Corporate Brand Building Through Content – Insurance

200+
Content
Marketing
Publications
Achieved
150+
Long Shelf-
Life Content –
Infographic
publications
achieved
150K+
Social Shares
1.5M+
People
Reached
Execution: Content Marketing (Insurance Category)

Target Market – U.S
Blog Category Targeted – Tech and Business
B2B Corporate Brand Building Through Content – Blue Jeans U.S

2K+
Content
Marketing
Publications
Achieved
500+
Long Shelf-
Life Content –
Infographic
publications
achieved
250K+
Social Shares
15M+
People
Reached
Execution: Content Marketing Blue Jeans U.S

Targets consumers ready to buy – people
proactively searching for your products/services
Allows branding to coexist with performance
marketing
If you are not there – somebody else is
It can complement your SEO efforts
It provides the ability to change messaging in Real
Time
It can have a broad or targeted reach
It can provide lift to other Marketing strategies
Why is Paid Search Important?

5 out of 10 of the consumers are online at least once a day
1 out of 4 consumers are online while watching TV
8 out of 10 consumers only consider 1-2 Brands before purchase, which makes it crucial for the
brands to be top of mind
Why is Paid Search Important?

Consumer’s Journey – Importance of a Brand being Top of Mind

Impact of Demonetization – Brand Searches (Paytm Example)
Payment Wallet
Brand Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Paytm 61,20,000 50,00,000 91,40,000 91,40,000 91,40,000 91,40,000 111,00,000 91,40,000 91,40,000 111,00,000 111,00,000 111,00,000 111,00,000 111,00,000 111,00,000 111,00,000 111,00,000 111,00,000 111,00,000 111,00,000 91,40,000 111,00,000 166,00,000 249,00,000
MobiKwik 8,23,000 6,73,000 8,23,000 6,73,000 8,23,000 8,23,000 12,20,000 12,20,000 8,23,000 8,23,000 8,23,000 10,00,000 10,00,000 10,00,000 12,20,000 10,00,000 10,00,000 6,73,000 8,23,000 8,23,000 8,23,000 10,00,000 12,20,000 18,30,000
Oxigen
Wallet
74,000 74,000 74,000 1,35,000 40,500 74,000 49,500 60,500 1,10,000 1,65,000 2,01,000 1,65,000 1,35,000 1,35,000 2,46,000 1,35,000 1,35,000 1,10,000 1,10,000 1,10,000 90,500 1,10,000 1,65,000 2,01,000
Free
Charge
49,500 40,500 49,500 49,500 40,500 33,100 33,100 40,500 40,500 60,500 74,000 1,10,000 1,10,000 1,10,000 1,10,000 1,10,000 1,10,000 90,500 90,500 90,500 74,000 90,500 90,500 1,65,000
16,600,000
1,220,000
90,500
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
Payment Wallet
Paytm MobiKwik Oxigen Wallet Free Charge
249,00,000

Impact of Demonetization – Brand Searches Across Industries
Total industry segments analysed – 14
Total brands analysed – 75 (All Categories)
Category wise Winners and Losers
Category Number of Brands Nov-16/Nov-15 Winner/Loser (Nov-16)
Payment Wallet 4 48% PayTM
Ecommerce General 5 -13% Flipkart
Ecommerce Lifestyle 6 -6% Myntra
Ecommerce Furniture 6 -28% Pepperfry
Ecommerce – Baby Products 4 -51% BabyOye
Taxi Booking 5 221% Uber
Online Jewelry 5 16% Titan
Grooming 6 88% Nykaa
Online Medicine 6 111% 1mg
Travel 5 5% Oyo Rooms
Grocery 4 71% Big Basket
Entertainment 4 -18% Bookmyshow
Coupon Deal Sites 5 -38% Coupon Dunia
Food Ordering and App 10 40% Dominos

Background
• India's premier online fashion store for women with an exclusive collection of
designer clothing from Ritu Kumar
Objectives
• Measure the impact of Paid Spends on overall Website sale & visits
Approach
• Spent 30% of the total Monthly Budget from Feb 1st-14th
• Rest 70% was spent from Feb 15th to 28th
• Measured the impact on Overall Sales & Traffic through Analytics
Test Outcome
• With 30% of total budgets, we managed to get only 55% of impression share which
increased to 80% in second half of the month
• CTR improved by 150% because of top listing of the ads
• Total website visits improved by 280%
• Total sales got a huge boost of 375%
Change in Paid Budgets 133%
Improvement in CTRs 150%
Total Website Visits 280%
Total Website Sales 375%
Ritu Kumar – Case Study Impact of Paid Search

Social Media Marketing Trends - India

This statistic shows the number of
social network users in India from
2015 to 2021. In 2018, it is
estimated that there will be around
283 million social network users in
India, up from close to 216.5
million in 2016.
Number of social network users in India from 2015 to 2021 (in millions)

India has world’s largest number of
Facebook Users (195 million+)
Social Media in India
YouTube has more than 60 million
unique users in India with average
time spent at 48 hours a month.
Twitter has 23.2 million Monthly
Active Users in India
There are over 30mn LinkedIn
Users in India, while 467 million
users globally
There are 16 million Instagram users
in India.

Brand Awareness (73%), Driving Engagement (67%) and Increased Traffic (58%) were voted as
the top three benefits of Social Media Marketing by India Marketer for 2016.
Source: Octane Research, January 2017
Benefits of Social Media in Marketing Practices

Winner of ‘Most Promising Smart TV’ award 2016
Exhibit’s TV of the year 2015
Record 35,000 TVs sold online in a day
Fastest growing TV Brand
Highest Rated Television in India
Case Study 1 - VU Televisions

When VU (pronounced VIEW) Televisions joined Social Media,
the objective was to help it become the 4th largest TV brand in India,
only behind the LG, Samsung and Sony.

Campaign Strategy: Creating a Buzz!
Facebook Live and Twitter Periscope – Launch & Press Conference.

The Flipkart Big Billion Days
35,000 TVs sold in a day

Campaign: Targeting the New Age Demographic
Engagement driven campaign that led to 500k impressions,
the previous best was 300k.

-
100,000
200,000
300,000
400,000
500,000
600,000
Vu Televisions
Organic Reach Engaged Users Engagement
Reactions per post went up from 80 to 260
Engaged Users recorded were 64k as
compared to 4k when started.
160,000 followers added in 4 months
Organic Reach went up from 46k to 175k
Results – 1st Quarter
ENGAGEMENT
229%
REACH
281%
FOLLOWERS
206%
ENGAGED USERS
1761%

Case Study 2 – Shopify (B2B)
Rated the best E-Commerce platform for
businesses, Shopify helps you launch and
manage your online store at the best and
most affordable packages.

Shopify, which was born in 2004, powers more than 375,000 online stores.
The challenge however, was that hardly 20% of the stores succeeded in
making a successful business out of it.

Social Media Strategy
Helping the businesses with timely
and proven methods of social media
marketing for their own brands.

Campaign: Q&A with Successful Entrepreneurs
Weekly Q&A sessions on Twitter helped
many of the businesses on Shopify to
learn from the already established brands.

Campaign: Technology Integration
Integrating Yopto, an automated free social
review app, that helps customers review
their purchase, resulted in large number of
reviews getting created for brands and
helped with Word Of Mouth Marketing.

Campaign: “How To” Videos That Help Merchants
We helped businesses understand how
to manufacture and use videos, the most
viral content mechanism as of date.

% %%
74
Rely on social media to inform
purchase decisions
-ODM Group
33
Trust peer recommendations.
Only 33% trust ads.
-Nelsen
84
Take action based on the opinion
of others.
-Nelsen
THEY ARE LISTENING TO EACH OTHER
How do you reach today’s social consumer, who trusts strangers more than YOU?

75 % OF MARKETERS ARE USING INFLUENCER MARKETING.
- AUGURE, THE STATE OF INFLUENCER ENGAGEMENT IN 2015
› 81 percent of marketers who have used influencer marketing judged it to be effective, Emarketer reports
› An eMarketer study found brands earned an average of $6.85 for every $1 they spent on influencer
marketing.70% make $2 or more and 13% make $20 or more
› 92% of people trust recommendations from individuals ( even if they don’t know them ) over brands.
Nielsen
› 22% of marketers say influencer marketing is their most cost-effective customer acquisition channel
› 75% of marketers use influence marketing equaling about 14% of budgets.
I would strongly recommend that brands use this powerful marketing strategy. Enjoy this E- BOOK.
Influencer Marketing
has become a
respected and powerful
marketing strategy as :

INFLUENCER MARKETING
ORGANIC SEARCH
EMAIL
PAID SEARCH
DISPLAY ADVERTISING
AFFILIATE MARKETING
OTHERS
22%
17%
15%
14%
9%
5%
18%
IT WORKS.
Rated the
fastest growing
online customer
acquisition
channel

Celebrity endorsements/sponsorships
on social media are fragmented and a
after thought
Most celebrity endorsements on social
are part of larger sponsorship deals –
high order values
Celebrity Endorsements currently
follow the 80-20 rule – 80% of total
endorsements are driven by 20% of all
celebrities
Brands need to jump through hoops to
connect with celebrities.
Pain Points

Yral is an AdLift & YouWeCan
Ventures joint venture
Yral connects brands to real influencers/
celebrities to reach their target audience
at scale
Introducing yral – Your Real Influencer Marketing Solution

Yral’s Social Media Campaigns – 99Acres

#99SuperPlay
A fun contest for cricket lovers where you
have to select 3 random players playing in
matches held on the particular day, whose
combined score will sum up to 99.

Participation
While the social media posts were an instant hit with people engaging in big numbers, the total
number of participants were close 6000 and upwards; almost 500+ per match.

Agency Designs
Contest PostTeaser Double Header

Celebs that joined the bandwagon
Total Reach: 6,20,131
Total Engagement: 10,000+

The Result!
Organic Reach
Organic Reach
Organic Impressions
Organic Impressions

Facebook Page Data
ORGANIC REACH
ORGANIC IMPRESSIONS
YoY Analysis
May-17 May-16
While there was a 280% increase in Organic Reach; Organic Impressions saw a 310% growth on a
year-on-year comparison scale.

An FMCG brand which offers a range of
seasonings, instant soups, and noodles and is
the most loved food Brands .
Promoting the milestone they achieved:
Creating Curiosity around the Mirchi factor
and buzz just before the launch of the product
Maggi Hot Heads
#FindingMirchi
Case Study: Nestle Maggi

Surveen Chawla
4.3M 222K 496K
Hazel Keech
248K 34K 101K
Rhea Chakraborty
487K 87.8K 244K
Krystle D'Souza
3.4 M 153K 1.3M
Anusha Dandekar
442K1.6 M 401K 877K 151K 500K
Shibani Dandekar
Cumulative Reach: 1M
Celebrity Tagging- #FindingMirchi

DAY 2
DAY 1
Maggi - Celebrities- Day 1 and Day 2

The Hashtag #FindingMirchi trended for
over 5 hours on Twitter!
#FindingMirchi On Twitter

Maggi– #FindingMirchi - Impact Twitter

World Cup T20 2016 Campaign Report
Case Study: YRAL– HDFC Ergo

@puriprashant
7474
Brand
Campaign
#BharosaAbOnline
Connecting Brands to Celebrities at the Right Time
The Month of March – Gearing up for Travel
The Month of March – World Cup
Promoting the milestone they achieved:
50 Lacs served customers, 4 Lacs
settled claims & 108 branches opened.

@puriprashant
40% of the Indian Cricket Team Endorsing Your Brand During Crickets Biggest Event – T20 World Cup
Cumulative Reach: 54.2M
7.9M
YRAL REACH
15M
YRAL REACH
17M
YRAL REACH
6.3M
YRAL REACH
8M
YRAL REACH
Yral’s Reach – Gearing up for the T20 World Cup – ON SOCIAL

@puriprashant
Campaign Creatives
Data updated with the latest metrics as on 5th May’16.

@puriprashant
Impact on HDFC ERGO - Facebook
Fan Status
Date: April 03, 2016
Number of Fans: 140,377
218% Growth in
Followers in under 15 days
PTAT: People Talking About This
Date: April 04, 2016
Percentage: 24.2%

@puriprashant
To Sum It Up
• APAC is catapulting! APAC Now at 30% of Total Global Ad Spend
• Digital Ad Spending in India Grows at 47% Y/Y (2X of US)
• Content consumption is exploding with content marketing spends reaching $313B Globally
• Search is responsible for 27% of total digital ad spending – it’s important to stay top of mind!
• Facebook & Google are control 60% of the digital ad market. India has the world’s largest number of
Facebook Users (195 million+)
• Influencer Marketing is rated the fastest growing online customer acquisition channel

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/PatentsFor info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
comScore & AdLift Webinar
• Marketing Lessons in the New Era in India
• Kedar Gavane, Vice President, India
• @kedargavane @comScoreAPAC

Centric Insights
Across For ALL
Consumption
VIDEO CONTENT
APP CONTENT
PERSON
ALL DEVICES
CONTENT
& ADVERTISING
ADVERTISING
PAGE CONTENT
comScore measures all digital activity:
Who, where and what people consume online

Audience analytics reports in India
DESKTOP
AUDIENCE BEHAVIOUR
IN VIDEO
SMARTPHONE / TABLET
AUDIENCE BEHAVIOUR
DESKTOP
AUDIENCE
BEHAVIOUR
TOTAL DIGITAL AUDIENCE
BEHAVIOUR

Which global Internet markets are the most ‘mobile first’?
• Source: comScore MMX Multi-Platform, February 2017
0%
100%
200%
300%
400%
500%
600%
700%
800%
900%
1000%
0% 50% 100% 150% 200% 250% 300%
Mobile Users as a
% of Desktop
Mobile Minutes as
a % of Desktop
Indonesia
India

• Source: comScore MMX Multi-Platform, India, April 2017
Mobile = 84% of users and 87% of digital time
Desktop
only
Multi-
Platform
Mobile onlyUsers Mobile Only
Desktop
Only
Multi-
Platform
Minutes MobileDesktop

0% 3% 6% 9% 12% 15% 18%
USA
Canada
UK
Spain
Italy
Brazil
Mexico
China
Indonesia
India
• Source: comScore MMX Multi-Platform, January 2017 (Note: India data = February 2017)
Messaging apps have large share of India’s mobile minutes
% of total mobile minutes for 5 major messaging apps
Facebook Messenger WhatsApp Line WeChatQQ Messenger

Mobile devices are
‘always on’ on
weekdays
• Consumption shows a flatter, more ‘always-on’ usage profile on
mobile devices, although smartphone and tablet consumption still
peak in the evening
PHONE
DESKTOP
TABLET
LATE NIGHT
12am – 7am
EARLY MORNING
7am – 10am
DAYTIME
10am – 5pm
PRIME
8pm – 12am
EARLY EVENING
5PM – 8pm
Source: comScore custom data, March 2017
% of each platform’s average daily
impressions by hour

0%
100%
200%
300%
400%
500%
600%
700%
0% 50% 100% 150% 200% 250% 300% 350% 400% 450% 500%
India has fewer ‘legacy’ desktop audiences
Category mobile users & minutes as a % of desktop
Total Minutes
Unique Users
PORTALS
CAREER
SERVICES
TRAVEL
Audiences have moved to mobile, but time
spent has not yet followed
BANKING
REAL ESTATE
APPAREL
‘Legacy’
desktop categories
ENTERTAINMENT
Majority mobile minutes,
but there are still similar
numbers of users on
desktop
SOCIAL
NETWORKING
RETAIL
HEALTH
RETAIL – FOOD
NEWS /
INFORMATION
Mobile-first categories in
terms of both minutes
and audiences

Type of content
drives the platform
choice
• Mobile has overtaken desktop minutes in many regions, but desktop
devices still lead for some content types. Business/finance, email and
education content feature prominently as shown, still heavily weighted
towards desktop consumption.
94%
83%
81%
89%
Mobile % Total Minutes
Search/Navigation
Social Media
News/Info
Entertainment
88%
83%
66%
53%Automotive
Sports
Retail
OTAs
37%
45%
46%
62%Portals
Education
Email
Business/Fin
Source: comScore MMX Multi-Platform, India, April 2017

0
500
1,000
1,500
2,000
2,500
3,000
3,500
15–24 25–34 35–44 45+
Desktop Mins Per User Mobile Mins Per User
Younger users more mobile-biased than older audiences

Platform adoption has
impacted demographic
profiles
• Advertisers and publishers can now use weight of usage as a
means of reaching different audiences by platform, to factor into
reach & frequency considerations
MOBILE ONLY
12% Multi-Platform
15-24
years old
25-44
years old
45+
years old
Source: comScore MMX Multi-Platform, March 2017
ACROSS PLATFORMS
23% Multi-Platform
MOBILE PREFERRED
14% Multi-Platform

Location / time-sensitive usage more suited to mobile
Government
Entertainment
Retail
News/Information
Maps
Weather
Desktop Only Multi-Platform Mobile Only% of users by platform

Local commute more suited to mobile; Travel is desktop heavy
Uber
Ola Cabs
Makemytrip
TripAdvisor
Indian Railways

• Source: comScore MMX Multi-Platform & Mobile Metrix, India, April 2017
Apps account for 88% of India’s mobile time
88% Apps
Browsing 12%
Total Mobile
Minutes
Average Minutes Per Visitor
Mobile Web Mobile App
407 2,658

Majority of app time comes from India’s top 10 apps
23% Outside Top 10 apps
Browsing 12%
65% Top 10 apps
Total Mobile
Minutes

App bias has not evolved evenly within categories
Entertainment
Apparel
Social Networking
Retail
Business/Finance
News/Information
Banking
Mobile Web Mobile App% of minutes for mobile
web vs. mobile app

DIGITAL VIDEO HAS
ALSO BECOME
MORE
FRAGMENTED
WITH MOBILE
EVOLUTION

Desktop scale and
per-user
engagement are age
dependent
• Younger users watch more videos, but on a per-user basis, over 55s consume a
relatively high number of video minutes
MINUTES PER VIEWER
VIDEO
15–24
25–34
35–44
45–54
55+
15–24
25–34
35–44
45–54
55+
00.00.00
MORE
VIDEOS
FEWER
VIDEOS
SHORTER
VIDEOS
LONGER
VIDEOS
Source: comScore Video Metrix, April 2017
GLOBAL

APPS HAVE BECOME A
CRUCIAL
BATTLEGROUND, WITH
HUGE PRIZES AT STAKE

Top apps saturated by
major international
corporations
• Top apps are dominated by large, international players.
Interestingly, some local apps stand out among the top.
USA UVs (Mn)
Facebook 148
YouTube 129
Facebook Messenger 127
Google Search 108
Google Maps 100
Instagram 88
Snapchat 87
Google Play 84
Gmail 83
Pandora Radio 73
India UVs (Mn)
WhatsApp Messenger 136
Google Play 134
YouTube 116
Gmail 98
Google Search 96
Facebook 62
PayTM 59
Truecaller 58
Google Maps 58
ShareIt 56
Source: comScore MMX Multi-Platform, April 2017

• Source: comScore Segment Metrix, India, March 2017
Light Internet users are harder to reach in major categories
97%
Social Media
74%
Travel
83%
Newspapers
96%
Retail
54%
Social Media
24%
Travel
20%
Newspapers
51%
Retail
HEAVY USERS LIGHT USERS
REACH

India: MMX Multi-Platform top 10 properties – sample report
• Source: comScore MMX Multi-Platform, India, February 2017

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
• A Free, Self-Service Viewability Product
COMING SOON | comScore Viewability

The industry is calling for a focus on impact
“Viewability means opportunity to see [but it has] been
confused with fully viewed, was recalled, was effective, made
an impact, paid attention, delivered ROI.”
– Marc Pritchard, Chief Brand Officer, P&G
“Not every marketer is obsessed with how much time
consumers spend with their digital ads or how many pixels
they see… They just want their ads to work.”
“Although viewability standards can increase the overall
quality of online ads, viewability by itself is not an adequate
measurement of ad quality.”
“It seems like a total no-brainer: No one wants to pay for ads
that can’t be seen. But viewability is just one factor in an
effective campaign… viewability is a useful metric but
doesn’t add up as a be-all end-all goal for marketers.”

• As an industry, we must bring focus back to the
advertising metrics that matter – and that means
accepting viewability as a baseline – and turning our
attention to R/F, GRPs and Lift
It is clear: viewability alone is not enough

•comScore Viewability
•
a free, self-service viewability solution
to broaden trust and transparency in digital advertising*
• *comScore Viewability is coming soon.
*The product will use the same tag and technology as MRC-accredited vCE. However, it is not accredited at this time.

• Coming soon:
• Free viewability measurement across display,
video, desktop and mobile
• Reflects removal of all IVT – both General and
Sophisticated
• Uses the same trusted viewability tag and
technology used in vCE
• Broadly accessible via a self-service, easy-to-use
UI
• comScore Viewability uses the same tag and technology as MRC-accredited vCE.
This product is not accredited at this time.
comScore Viewability: A free, self-service offering

Once live, users can sign up and get started right away
Sign-up
Automated tag
generator
Support Reporting
Sign up via website Receive tag for campaign based on
criteria you provide:
Does your campaign include…
 Display?
 Video?
 Mobile apps?
Clients tag their own campaigns;
leverage Help Center materials
when they have questions
Manage campaigns and evaluate
delivery performance in user interface
Access a self-service Help Center to get
answers to important questions:
• Viewability 101
• Getting Started
• Ad Server & Tag Instructions
• Understanding Your Reports

© comScore, Inc. Proprietary.
Q&A
For more information:
• Email learnmore@comscore.com
• Contact your comScore Representative

www.comscore.com @comScoreAPAC www.linkedin.com/company/comscore www.facebook.com/comscoreinc
•Thank You!

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/PatentsFor info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
comScore & AdLift Webinar
Marketing Lessons in the New Era in India
Kedar Gavane, Vice President, India
@kedargavane @comScoreAPAC

Audience analytics reports in India
DESKTOP
AUDIENCE
BEHAVIOUR
IN VIDEO
SMARTPHONE /
TABLET AUDIENCE
BEHAVIOUR
DESKTOP
AUDIENCE
BEHAVIOUR
TOTAL DIGITAL
AUDIENCE
BEHAVIOUR

Which global Internet markets are the most ‘mobile first’?
Source: comScore MMX Multi-Platform, February 2017
0%
100%
200%
300%
400%
500%
600%
700%
800%
900%
1000%
0% 50% 100% 150% 200% 250% 300%
Mobile Users as a
% of Desktop
Mobile Minutes as
a % of Desktop
Indonesia
India

Mobile = 84% of users and 87% of digital time
Desktop
only
Multi-
Platform
Mobile onlyUsers Mobile Only
Desktop
Only
Multi-
Platform
Minutes MobileDesktop

0% 3% 6% 9% 12% 15% 18%
USA
Canada
UK
Spain
Italy
Brazil
Mexico
China
Indonesia
India
Source: comScore MMX Multi-Platform, January 2017 (Note: India data = February 2017)
Messaging apps have large share of India’s mobile minutes
% of total mobile minutes for 5 major messaging apps
Facebook Messenger WhatsApp Line WeChatQQ Messenger

Mobile devices are
‘always on’ on
weekdays
Consumption shows a flatter, more ‘always-on’ usage
profile on mobile devices, although smartphone and tablet
consumption still peak in the evening
PHONE
DESKTOP
TABLET
LATE NIGHT
12am – 7am
EARLY MORNING
7am – 10am
DAYTIME
10am – 5pm
PRIME
8pm – 12am
EARLY EVENING
5PM – 8pm
Source: comScore custom data, March 2017
% of each platform’s average
daily impressions by hour

0%
100%
200%
300%
400%
500%
600%
700%
0% 50% 100% 150% 200% 250% 300% 350% 400% 450% 500%
India has fewer ‘legacy’ desktop audiences
Category mobile users & minutes as a % of desktop
Total Minutes
Unique Users
PORTALS
CAREER
SERVICES
TRAVEL
Audiences have moved to mobile, but
time spent has not yet followed
BANKING
REAL ESTATE
APPAREL
‘Legacy’
desktop categories
ENTERTAINMENT
Majority mobile
minutes, but there are
still similar numbers of
users on desktop
SOCIAL
NETWORKING
RETAIL
HEALTH
RETAIL – FOOD
NEWS /
INFORMATION
Mobile-first categories
in terms of both
minutes and
audiences

Type of content drives
the platform choice
Mobile has overtaken desktop minutes in many regions, but desktop
devices still lead for some content types. Business/finance, email and
education content feature prominently as shown, still heavily weighted
towards desktop consumption.
94%
83%
81%
89%
Mobile % Total Minutes
Search/Navigation
Social Media
News/Info
Entertainment
88%
83%
66%
53%Automotive
Sports
Retail
OTAs
37%
45%
46%
62%Portals
Education
Email
Business/Fin

0
500
1,000
1,500
2,000
2,500
3,000
3,500
15–24 25–34 35–44 45+
Desktop Mins Per User Mobile Mins Per User
Younger users more mobile-biased than older audiences

Platform adoption has
impacted demographic
profiles
Advertisers and publishers can now use weight of usage
as a means of reaching different audiences by platform, to
factor into reach & frequency considerations
MOBILE ONLY
12% Multi-Platform
15-24
years old
25-44
years old
45+
years old
Source: comScore MMX Multi-Platform, March 2017
ACROSS PLATFORMS
23% Multi-Platform
MOBILE PREFERRED
14% Multi-Platform

Location / time-sensitive usage more suited to mobile
Government
Entertainment
Retail
News/Information
Maps
Weather

Local commute more suited to mobile; Travel is desktop
heavy
Uber
Ola Cabs
Makemytrip
TripAdvisor
Indian Railways

Source: comScore MMX Multi-Platform & Mobile Metrix, India, April 2017
Apps account for 88% of India’s mobile time
88% Apps
Browsing 12%
Total Mobile
Minutes
Average Minutes Per Visitor
Mobile Web Mobile App
407 2,658

Majority of app time comes from India’s top 10 apps
23% Outside Top 10 apps
Browsing 12%
65% Top 10 apps
Total Mobile
Minutes

App bias has not evolved evenly within categories
Entertainment
Apparel
Social Networking
Retail
Business/Finance
News/Information
Banking
Mobile Web Mobile App% of minutes for mobile
web vs. mobile app

DIGITAL VIDEO
HAS ALSO
BECOME MORE
FRAGMENTED
WITH MOBILE
EVOLUTION

Desktop scale and
per-user engagement
are age dependent
Younger users watch more videos, but on a per-user basis, over 55s
consume a relatively high number of video minutes
MINUTES PER VIEWER
VIDEO
15–24
25–34
35–44
45–54
55+
15–24
25–34
35–44
45–54
55+
00.00.00
MORE
VIDEOS
FEWER
VIDEOS
SHORTER
VIDEOS
LONGER
VIDEOS
Source: comScore Video Metrix, April 2017
GLOBAL

APPS HAVE
BECOME A CRUCIAL
BATTLEGROUND,
WITH HUGE PRIZES
AT STAKE

Top apps saturated by
major international
corporations
Top apps are dominated by large, international players.
Interestingly, some local apps stand out among the top.
USA UVs (Mn)
Facebook 148
YouTube 129
Facebook Messenger 127
Google Search 108
Google Maps 100
Instagram 88
Snapchat 87
Google Play 84
Gmail 83
Pandora Radio 73
India UVs (Mn)
WhatsApp Messenger 136
Google Play 134
YouTube 116
Gmail 98
Google Search 96
Facebook 62
PayTM 59
Truecaller 58
Google Maps 58
ShareIt 56
Source: comScore MMX Multi-Platform, April 2017

Source: comScore Segment Metrix, India, March 2017
Light Internet users are harder to reach in major categories
97%
Social Media
74%
Travel
83%
Newspapers
96%
Retail
54%
Social Media
24%
Travel
20%
Newspapers
51%
Retail
HEAVY USERS LIGHT USERS
REACH

India: MMX Multi-Platform top 10 properties – sample report
Source: comScore MMX Multi-Platform, India, February 2017

A Free, Self-Service Viewability Product
COMING SOON | comScore Viewability

The industry is calling for a focus on impact
“Viewability means opportunity to see [but it has] been
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– Marc Pritchard, Chief Brand Officer, P&G
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As an industry, we must bring focus back to the
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Q&A
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• Email learnmore@comscore.com
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