This document outlines a vision for the future of digital media measurement and analytics. It discusses how media consumption is becoming fragmented across multiple platforms like TVs, computers, smartphones and tablets. This creates challenges for measuring audiences. The document proposes 10 principles for digital media measurement, including that measurement needs to follow media as it moves digital, translate digital data into understanding people's behaviors, and integrate census-level digital sources to provide reporting at large scale across multiple platforms.
We are entering the dawn of a brave new digital world. Media fragmentation is occurring at lightspeed in today’s multi-platform environment, which features not only TVs and computers, but smartphones, tablets, gaming platforms and a seemingly ever-increasing number of emerging devices. This new paradigm offers consumers a seamless digital experience that can easily traverse platforms, locations and temporal constraints so that content can be experienced anytime and anyplace. And as the average consumer’s screen time expands to fill in many of these available gaps throughout the day, there are more opportunities than ever before for marketers to reach and engage.
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
1. The document discusses emerging trends in digital media and advertising for 2015.
2. It predicts greater tension between media agencies seeking control over ad delivery, creative agencies developing new formats, marketers using programmatic buying to target ads, and efforts to put consumers in control.
3. The trends discussed include second screen ad syncing, breaking down silos between social and mobile measurement, and marketers gaining better insights from digital consumer data.
Social Media Attribution - Havas Digital InsightsHavas Media
This document discusses quantifying the contribution of social media in marketing campaigns. It outlines challenges with social media attribution, such as much social media activity escaping traditional tracking. The document proposes addressing this by building on an existing attribution methodology to encompass social media through techniques like agent-based modeling. This would create unified datasets and simulated user journeys to uncover attribution and interaction effects between paid digital campaigns and earned social media. The benefits would include optimizing campaign architecture and maximizing returns across channels.
"Brand advertising and digital" an IAB Europe - White Papercomms planning
This document discusses the effectiveness of digital advertising for brand building campaigns. It argues that while digital is often seen as only effective for direct response goals, display advertising can positively impact brand metrics like awareness, perception, and sales. Research shows that display advertising affects consumers throughout the entire purchase funnel, and is 20 times more likely to drive online behavior than just clicks. Various studies demonstrate digital advertising's significant impact on brand metrics and how its targeting capabilities allow it to reach audiences more efficiently than traditional media. The document advocates for shifting more marketing budgets to digital and using cross-media strategies to maximize effectiveness.
Growing global competition,saturated markets and media
fragmentation are putting more pressure on marketersto
justify how they spend their marketing budgets. Digital has
proved to be a unique and flexible medium that can deliver
across all areas of marketing communication and within the
entire purchase funnel.
We’ve come a long way since the first online advertising
banner wassold and displayed. What began with the humble
fullsize banner has evolved into hundreds of online ad formats.
New media advertising offers multiple opportunities and
benefitsthat traditional media do not; it isthe ability to target
audiences precisely and accountability through measurement
that we are most concerned with in this white paper.
The document provides an overview of an advertising agency called Madison Agency located in Kiev, Ukraine. It introduces the leadership team including the Business Development Director, Creative Director, and Client Service Director. It then describes the agency's structure and core service areas like creative, production, social media, and client services. The agency aims to provide full-service advertising solutions to its portfolio of consumer brand clients.
This document summarizes key trends in the digital advertising technology industry, with a focus on opportunities for growth and consolidation. It notes that digital advertising spending is forecast to almost double from 2013 to 2017, with online spending reaching 40% of total media spend. The display advertising market is highlighted as particularly fragmented and ripe for consolidation. Emerging trends like programmatic real-time bidding, cross-screen advertising, and growing mobile advertising are discussed as major drivers of industry growth and disruption.
We are entering the dawn of a brave new digital world. Media fragmentation is occurring at lightspeed in today’s multi-platform environment, which features not only TVs and computers, but smartphones, tablets, gaming platforms and a seemingly ever-increasing number of emerging devices. This new paradigm offers consumers a seamless digital experience that can easily traverse platforms, locations and temporal constraints so that content can be experienced anytime and anyplace. And as the average consumer’s screen time expands to fill in many of these available gaps throughout the day, there are more opportunities than ever before for marketers to reach and engage.
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
1. The document discusses emerging trends in digital media and advertising for 2015.
2. It predicts greater tension between media agencies seeking control over ad delivery, creative agencies developing new formats, marketers using programmatic buying to target ads, and efforts to put consumers in control.
3. The trends discussed include second screen ad syncing, breaking down silos between social and mobile measurement, and marketers gaining better insights from digital consumer data.
Social Media Attribution - Havas Digital InsightsHavas Media
This document discusses quantifying the contribution of social media in marketing campaigns. It outlines challenges with social media attribution, such as much social media activity escaping traditional tracking. The document proposes addressing this by building on an existing attribution methodology to encompass social media through techniques like agent-based modeling. This would create unified datasets and simulated user journeys to uncover attribution and interaction effects between paid digital campaigns and earned social media. The benefits would include optimizing campaign architecture and maximizing returns across channels.
"Brand advertising and digital" an IAB Europe - White Papercomms planning
This document discusses the effectiveness of digital advertising for brand building campaigns. It argues that while digital is often seen as only effective for direct response goals, display advertising can positively impact brand metrics like awareness, perception, and sales. Research shows that display advertising affects consumers throughout the entire purchase funnel, and is 20 times more likely to drive online behavior than just clicks. Various studies demonstrate digital advertising's significant impact on brand metrics and how its targeting capabilities allow it to reach audiences more efficiently than traditional media. The document advocates for shifting more marketing budgets to digital and using cross-media strategies to maximize effectiveness.
Growing global competition,saturated markets and media
fragmentation are putting more pressure on marketersto
justify how they spend their marketing budgets. Digital has
proved to be a unique and flexible medium that can deliver
across all areas of marketing communication and within the
entire purchase funnel.
We’ve come a long way since the first online advertising
banner wassold and displayed. What began with the humble
fullsize banner has evolved into hundreds of online ad formats.
New media advertising offers multiple opportunities and
benefitsthat traditional media do not; it isthe ability to target
audiences precisely and accountability through measurement
that we are most concerned with in this white paper.
The document provides an overview of an advertising agency called Madison Agency located in Kiev, Ukraine. It introduces the leadership team including the Business Development Director, Creative Director, and Client Service Director. It then describes the agency's structure and core service areas like creative, production, social media, and client services. The agency aims to provide full-service advertising solutions to its portfolio of consumer brand clients.
This document summarizes key trends in the digital advertising technology industry, with a focus on opportunities for growth and consolidation. It notes that digital advertising spending is forecast to almost double from 2013 to 2017, with online spending reaching 40% of total media spend. The display advertising market is highlighted as particularly fragmented and ripe for consolidation. Emerging trends like programmatic real-time bidding, cross-screen advertising, and growing mobile advertising are discussed as major drivers of industry growth and disruption.
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
Impact of Digital Technologies on the Advertising IndustryYohan DSouza
The document discusses the impact of digital technologies on the advertising industry. It notes that the number of internet users has steadily increased each year. Modern advertising now uses digital technologies like websites, apps, and social media. Some key impacts include increased personalization of ads, real-time conversations between brands and customers, and the ability to target ads more precisely. Digital advertising also allows for faster, more relevant, and wider-reaching campaigns. The advertising industry is transforming as it adapts to new digital technologies and consumer behaviors.
The document discusses 5 major digital trends for 2013:
1. The convergence of the CMO and CTO roles as marketing increasingly relies on technology and data.
2. The rise of mobility as smartphones, tablets, and mobile devices surpass traditional platforms and consumers expect information on the go across various screens.
3. The emphasis on self-quantification, sensors, and data as consumers track information about themselves and businesses look to leverage this data.
4. The fragmentation of social media into niche communities and internal social platforms changing how organizations work.
5. The importance of location-based targeting and integration as location becomes a new context for understanding customers and delivering personalized, local experiences.
A presentation by Juanita Vorster, Owner and Strategist, At That Point PR agency, South Africa.
Delivered during SAPICS 2016, a leading event for supply chain professionals, held in Sun City, South Africa.
A social supply chain understands that valuable data comes from everywhere and that immediate action on the data is fast becoming the separator between success and survival. Supply chain professionals need to understand that the data freely available through social sharing channels must become an integral part of both strategic planning and operational execution. This session will not focus on the marketing aspects of tools such as Facebook and Twitter, but rather on the value available from integrating social data into supply chains.
Contact me via http://www.Live-Online-Events.com or @GHeijkoop
Title: Hybrid Events
Speaker: Gerrit Heijkoop, Executive Partner & Presenter at Live Online Events
Location: Hilton Strand, Helsinki, Finland
Date: 06 April 2017, 13:00 - 16:00
Description:
FOMO or fear of missing out is the number one trend in event social media and digital marketing according to the Event trends report by Julius Solaris and his team (link).
Our goal is to teach you how to create FOMO for your events and fight the competition!
There are so many cool events every day, so we need to learn how to stand out and get attantion from our target group.
Usage of video in events is also in the top 10 of event trends for 2017. With our session on hybrid events, you will find out how an award winning events were organized and what you can do to update your events!
See http://www.mpifinland.org/social-media-and-hybrid-events.html
The document provides an executive summary and key insights about the top digital trends for 2012. Some of the main points include:
- Smartphone, tablet, and e-reader adoption will continue to grow rapidly, fueling increased consumption of digital content.
- Marketers and retailers are focusing more on analyzing vast amounts of consumer data to better target customers and measure campaign effectiveness.
- Content owners are also using more sophisticated data analysis to understand how media is consumed and shared across different platforms.
- Magnetic content that blurs the lines between advertising and content, such as branded videos and apps, is gaining traction as a way for brands to engage audiences.
- The proliferation of devices people use to access
The document provides an executive summary and key insights about the top digital trends for 2012. Some of the main points include:
- Smartphone, tablet, and e-reader adoption will continue to grow rapidly, fueling increased consumption of digital content.
- Marketers and retailers are focusing more on analyzing vast amounts of consumer data to better target customers and measure campaign effectiveness.
- Content owners are also using more sophisticated data analysis to understand how media is consumed and shared across different platforms.
- Magnetic content that blurs the lines between advertising and content, such as branded videos and apps, is gaining traction as a way for brands to engage audiences.
- The proliferation of devices people use to access
Digital media strategies are important for broadcasters to engage audiences across platforms and generate new revenue. Social media is a key tool if used properly to drive engagement without overwhelming users. Content should be accessible across devices to meet user preferences. Polls and user-generated content can enhance engagement by involving the audience. Monetization comes from driving clicks from social media to view ads with content. Any strategy needs flexibility to adapt to changing technologies and consumption patterns.
This document provides guidance for school counselors on using Facebook to help students. It discusses how social media is impacting education and how counselors can help students navigate these changes. The summary is:
1. Social media is profoundly impacting education and how students learn and connect, requiring counselors to understand these technologies.
2. Counselors should understand Facebook and how students use it to effectively address any issues that arise from students' online activities.
3. The document provides guidance on developing school social media policies, responding to incidents that impact learning, assisting with at-risk behavior detection, and addressing digital citizenship.
This document discusses how an integrated "Total Video" approach can help transition advertising from traditional "upfronts" planning to a model that accounts for video viewing across all platforms. It argues that a Total Video measurement approach is needed that can provide a single, unduplicated audience metric across platforms with unified demography. This will allow advertisers to understand their true reach and optimize spending. The document provides recommendations for advertisers to begin adopting this approach, such as measuring incremental reach from digital platforms, combining views of digital platforms, quantifying impact and ROI of each channel, and using digital to efficiently reach demographic targets.
This document discusses how a "Total Video" approach can help transition advertising from traditional "upfronts" planning to an integrated approach accounting for video viewing across all platforms. It argues that a Total Video measurement system should provide: (1) a single, unduplicated audience metric across platforms; (2) unified demography; (3) holistic accounting of all video; (4) scalability; and (5) flexibility for dynamic advertising. It recommends that advertisers measure campaigns in an integrated way, provide a combined view of digital platforms, quantify impact and ROI of each channel, and use digital to efficiently build reach among targets. Adopting Total Video can help optimize budgets and more effectively reach audiences as viewing habits
Marketing to the Multi-Platform Majority by ComScoreUberflip
The document discusses how media companies and marketers can navigate the new digital world of multi-platform media consumption. It notes that the proliferation of smartphones and tablets has led to increased time spent on digital media across multiple devices. However, monetizing different platforms has been a challenge. The document recommends understanding how audiences consume content across devices in order to develop effective multi-platform strategies for media, content, and advertising. It also highlights that over half of digital consumers now engage on both computers and mobile devices, demonstrating the need for unified, customer-centric approaches.
This document discusses how media companies and marketers can navigate the multi-platform digital world. It notes that the proliferation of smartphones and tablets has led to media fragmentation as consumers access content across different devices. The document recommends that companies understand their audiences' multi-platform behaviors to optimize content, advertising, and monetization strategies. It provides data showing how top media properties extend their reach significantly through mobile audiences alone. The key is for companies to adopt a unified, customer-centric approach and measure audiences across all platforms.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
Impact of Digital Technologies on the Advertising IndustryYohan DSouza
The document discusses the impact of digital technologies on the advertising industry. It notes that the number of internet users has steadily increased each year. Modern advertising now uses digital technologies like websites, apps, and social media. Some key impacts include increased personalization of ads, real-time conversations between brands and customers, and the ability to target ads more precisely. Digital advertising also allows for faster, more relevant, and wider-reaching campaigns. The advertising industry is transforming as it adapts to new digital technologies and consumer behaviors.
The document discusses 5 major digital trends for 2013:
1. The convergence of the CMO and CTO roles as marketing increasingly relies on technology and data.
2. The rise of mobility as smartphones, tablets, and mobile devices surpass traditional platforms and consumers expect information on the go across various screens.
3. The emphasis on self-quantification, sensors, and data as consumers track information about themselves and businesses look to leverage this data.
4. The fragmentation of social media into niche communities and internal social platforms changing how organizations work.
5. The importance of location-based targeting and integration as location becomes a new context for understanding customers and delivering personalized, local experiences.
A presentation by Juanita Vorster, Owner and Strategist, At That Point PR agency, South Africa.
Delivered during SAPICS 2016, a leading event for supply chain professionals, held in Sun City, South Africa.
A social supply chain understands that valuable data comes from everywhere and that immediate action on the data is fast becoming the separator between success and survival. Supply chain professionals need to understand that the data freely available through social sharing channels must become an integral part of both strategic planning and operational execution. This session will not focus on the marketing aspects of tools such as Facebook and Twitter, but rather on the value available from integrating social data into supply chains.
Contact me via http://www.Live-Online-Events.com or @GHeijkoop
Title: Hybrid Events
Speaker: Gerrit Heijkoop, Executive Partner & Presenter at Live Online Events
Location: Hilton Strand, Helsinki, Finland
Date: 06 April 2017, 13:00 - 16:00
Description:
FOMO or fear of missing out is the number one trend in event social media and digital marketing according to the Event trends report by Julius Solaris and his team (link).
Our goal is to teach you how to create FOMO for your events and fight the competition!
There are so many cool events every day, so we need to learn how to stand out and get attantion from our target group.
Usage of video in events is also in the top 10 of event trends for 2017. With our session on hybrid events, you will find out how an award winning events were organized and what you can do to update your events!
See http://www.mpifinland.org/social-media-and-hybrid-events.html
The document provides an executive summary and key insights about the top digital trends for 2012. Some of the main points include:
- Smartphone, tablet, and e-reader adoption will continue to grow rapidly, fueling increased consumption of digital content.
- Marketers and retailers are focusing more on analyzing vast amounts of consumer data to better target customers and measure campaign effectiveness.
- Content owners are also using more sophisticated data analysis to understand how media is consumed and shared across different platforms.
- Magnetic content that blurs the lines between advertising and content, such as branded videos and apps, is gaining traction as a way for brands to engage audiences.
- The proliferation of devices people use to access
The document provides an executive summary and key insights about the top digital trends for 2012. Some of the main points include:
- Smartphone, tablet, and e-reader adoption will continue to grow rapidly, fueling increased consumption of digital content.
- Marketers and retailers are focusing more on analyzing vast amounts of consumer data to better target customers and measure campaign effectiveness.
- Content owners are also using more sophisticated data analysis to understand how media is consumed and shared across different platforms.
- Magnetic content that blurs the lines between advertising and content, such as branded videos and apps, is gaining traction as a way for brands to engage audiences.
- The proliferation of devices people use to access
Digital media strategies are important for broadcasters to engage audiences across platforms and generate new revenue. Social media is a key tool if used properly to drive engagement without overwhelming users. Content should be accessible across devices to meet user preferences. Polls and user-generated content can enhance engagement by involving the audience. Monetization comes from driving clicks from social media to view ads with content. Any strategy needs flexibility to adapt to changing technologies and consumption patterns.
This document provides guidance for school counselors on using Facebook to help students. It discusses how social media is impacting education and how counselors can help students navigate these changes. The summary is:
1. Social media is profoundly impacting education and how students learn and connect, requiring counselors to understand these technologies.
2. Counselors should understand Facebook and how students use it to effectively address any issues that arise from students' online activities.
3. The document provides guidance on developing school social media policies, responding to incidents that impact learning, assisting with at-risk behavior detection, and addressing digital citizenship.
This document discusses how an integrated "Total Video" approach can help transition advertising from traditional "upfronts" planning to a model that accounts for video viewing across all platforms. It argues that a Total Video measurement approach is needed that can provide a single, unduplicated audience metric across platforms with unified demography. This will allow advertisers to understand their true reach and optimize spending. The document provides recommendations for advertisers to begin adopting this approach, such as measuring incremental reach from digital platforms, combining views of digital platforms, quantifying impact and ROI of each channel, and using digital to efficiently reach demographic targets.
This document discusses how a "Total Video" approach can help transition advertising from traditional "upfronts" planning to an integrated approach accounting for video viewing across all platforms. It argues that a Total Video measurement system should provide: (1) a single, unduplicated audience metric across platforms; (2) unified demography; (3) holistic accounting of all video; (4) scalability; and (5) flexibility for dynamic advertising. It recommends that advertisers measure campaigns in an integrated way, provide a combined view of digital platforms, quantify impact and ROI of each channel, and use digital to efficiently build reach among targets. Adopting Total Video can help optimize budgets and more effectively reach audiences as viewing habits
Marketing to the Multi-Platform Majority by ComScoreUberflip
The document discusses how media companies and marketers can navigate the new digital world of multi-platform media consumption. It notes that the proliferation of smartphones and tablets has led to increased time spent on digital media across multiple devices. However, monetizing different platforms has been a challenge. The document recommends understanding how audiences consume content across devices in order to develop effective multi-platform strategies for media, content, and advertising. It also highlights that over half of digital consumers now engage on both computers and mobile devices, demonstrating the need for unified, customer-centric approaches.
This document discusses how media companies and marketers can navigate the multi-platform digital world. It notes that the proliferation of smartphones and tablets has led to media fragmentation as consumers access content across different devices. The document recommends that companies understand their audiences' multi-platform behaviors to optimize content, advertising, and monetization strategies. It provides data showing how top media properties extend their reach significantly through mobile audiences alone. The key is for companies to adopt a unified, customer-centric approach and measure audiences across all platforms.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
We are entering into a golden age of content and media. Today, media companies are
investing huge sums of money in non-traditional media delivery options, start-ups are
innovating and redefining how the content industry works, and consumers are demanding
and expecting access to virtually any content on any device at any time. This includes media
and entertainment content, but also corporate, social, marketing and personal media. The
tectonic shifts happening in the media and content world are going to irreversibly reshape
how companies and consumers create, display, view and consume content.
Internet is increasingly becoming the dominant media for Ukrainian consumers, especially among younger demographics. Time spent on screens is growing while print media is declining. The number of connected devices per person is also rising. For advertisers, there is a push toward more personalized and performance-based digital campaigns across multiple channels. New technologies like mobile payments and virtual reality continue to change user behaviors and expectations.
The document discusses 10 steps for a successful social media strategy execution, beginning with conducting an audit of a company's current social media activities to understand where they are and developing a strategic plan. It emphasizes sharing insights and comparing social media engagement across brands to identify best practices and boost performance. The 10 steps provide a comprehensive guide for companies to leverage social media opportunities and recognize it as a key driver of brands, demand, and sales.
woodside capital partners whitepaper on Online Advertising technology growthSumit Roy
Woodside Capital Partners is a global, independent investment bank that delivers world-class strategic and financial advice to emerging growth companies across technology sector
IPA Advanced Exam_Response to Module 1_Thomas MouquotThomas Mouquot
The document discusses how the mobile landscape has changed media and advertising. It notes that consumers now expect instant access to information on their mobile devices. Advertisers must adapt to this mobile-first behavior by improving measurement and targeting across channels, and providing engaging content in photo and video formats. Agencies have developed new mobile-specific offerings, and use programmatic technology and data to target individuals. The rise of the Internet of Things will further change advertising by connecting more devices and providing more data points for analysis and targeting.
Com score how_multi-screen_consumers_are_changing_media_dynamics中文互联网数据研究资讯中心--199it
This study examined how consumers are using television, the internet, and mobile devices together. It found that:
1) Major media brands are making their content available across multiple platforms, and consumers are accessing it that way. On average, 26% of audiences for media brands used their online content, and 12% used online videos.
2) There are three groups of consumers: TV-only, digital-only, and multi-screen consumers who use two or more platforms. Multi-screen consumers make up 17% of audiences on average and are very engaged.
3) Consumers who use online videos and multi-screen consumers tend to be the most loyal to media brands, spending more total time with
This document discusses the digital media value chain and how it consists of three key aspects: digital content management, digital media business management, and digital content experiences. It explains that digital content management involves managing digital content through its lifecycle from creation to delivery. Digital media business management involves rights management, customer relationship management, and content monetization. Digital content experiences involve attracting, engaging, and retaining audiences across devices. The document argues that an integrated technology platform that brings these three aspects together allows media companies to gain the best advantage from their digital assets and meet customer needs in today's media landscape.
Leveraging the Single Point of Truth in Integrated Media Campaigns discusses how marketers can determine the offline impact and ROI of online marketing campaigns. It notes that as digital marketing budgets increase, simply counting clicks and views is no longer sufficient, and marketers need robust methods to evaluate both online and offline effects. New models and solutions now exist that can isolate variables, simulate campaigns, and measure how digital and traditional media interact to drive sales. This allows marketers to optimize spending and uncover new opportunities by determining which media and messages are most effective.
Elie Khouri, CEO of Omnicom Media Group MENA, shares his take on the 15 trends that will count in 2015. These include moderate growth, the significance of emerging markets, data-empowered marketers, the transformation of the media agency, digital as the main act and more.
White paper-data-management-platforms-november-2012IAB Netherlands
The document provides an overview of data management platforms (DMPs). Some key points:
- DMPs aggregate, integrate, manage, and deploy disparate data sources to create actionable customer insights.
- They serve as a central hub for maximizing the value of customer data assets.
- Interest in DMPs is growing as they can improve advertising targeting, embrace audience-based media buying, and help leverage large volumes of data.
- DMPs currently support uses like advertising, marketing, media sales, and commerce by creating addressable audience segments.
This document discusses trends in digital media and advertising for 2015. It predicts that marketers will get savvier about creating multi-generational, multiscreen marketing strategies. Recent research found two key factors influence screen preferences - generation and task load. Younger generations like Millennials prefer smartphones to TVs or laptops. However, task length also impacts preferences - smartphones are preferred for low-attention tasks while TV is preferred for high-attention viewing. The document recommends marketers understand how these factors influence preferences in order to match branding outcomes with the appropriate screens.
Prepping for the New Age of Information Services, Media and EntertainmentCognizant
As digital media begins to dominate all segments of the IME industry, organizations will need to restructure their revenue and distribution methods, as well as their global strategies and organizational models.
Estudo "The New Normal for News" - Have global media changed forever?Ivila Bessa
The document summarizes the key findings of the 2013 Oriella Digital Journalism Study, which surveyed over 500 journalists in 14 countries. Some of the main points include:
- Digital media has become well-entrenched globally, with over half of journalists now believing their largest audiences are online rather than print. Performance is also increasingly evaluated based on digital metrics like website traffic.
- As a result, the way journalists work has changed significantly, with many titles now pursuing a "digital first" approach where news is broken online before print. Nearly half of journalists also now produce their own in-house video content.
- Unique website traffic is now the most important measure of journalist and story performance. However, traditional values
2013 brazil future_in_focus_final_portugueseIvila Bessa
1) O documento analisa as principais tendências no uso da web, vídeo online, dispositivos móveis e busca no Brasil em 2012 e o que isso significa para o futuro.
2) Em 2012, houve uma fragmentação da mídia com consumidores trocando facilmente entre dispositivos ao longo do dia.
3) O Brasil continua sendo o 7o maior mercado de internet no mundo e o maior da América Latina, respondendo por 35% da audiência online latino-americana.
Este documento presenta el programa del 5o Foro Internacional de Periodismo Digital de Rosario 2012. Incluye artículos de diversos autores sobre temas relacionados al periodismo digital como contenidos periodísticos en el ecosistema digital, narrativas periodísticas en la web, redes sociales y política, producción de contenidos interactivos, narrativas multimedia, agencias de noticias digitales y ciberperiodismo. El foro busca generar un espacio de reflexión sobre los desafíos del periodismo en la era digital a través de la discusión de estas ideas.
The document summarizes key findings from AAM's 2012 survey of its media company members regarding digital publishing initiatives. Some of the main points from the survey include:
- 90% of respondents now have mobile-optimized content, up from 51% in 2009. Publishers are expanding their app offerings, producing on average 3.4 iPad/iPhone apps and 3 Kindle apps.
- Paywalls are on the rise, with 48% of newspapers now implementing them. Metered paywalls, which allow a set number of free articles, are the most popular type.
- Publishers believe mobile revenue must come from both advertising and subscriptions. Currently mobile represents up to 9% of ad and circulation revenue for many. By
Este relatório fornece benchmarks de desempenho de anúncios digitais para a América do Norte, incluindo taxas de clique, tempo médio de visualização e taxas de visualização de vídeo para diferentes formatos de anúncios, como banner standard, rich media e mobile. Os dados são fornecidos trimestralmente de 2011 a 2012.
Ferramentas de apuração no webjornalismoIvila Bessa
O documento lista ferramentas úteis para apuração webjornalística como Google Insights for Search para análise de tendências de busca, Google Alerts para monitoramento de notícias em tempo real, Linkester para identificar conteúdos populares no Facebook e Social Mention para consultas por tema em diferentes redes sociais.
O documento discute como as mídias sociais e a internet estão alterando o consumo de TV no Brasil. Muitos espectadores usam dispositivos móveis para comentar programas online ou buscar mais informações enquanto assistem, e vídeos online se tornaram tão populares quanto a TV. Isso está levando as empresas a combinar anúncios de TV com vídeos online para alcançar mais consumidores.
Hábitos de uso e comportamento dos internautas brasileiros em mídias sociaisIvila Bessa
O documento resume os principais hábitos de uso da internet e de redes sociais entre internautas brasileiros. Ele mostra que os usuários acessam mais a internet de casa, estão usando cada vez mais dispositivos móveis, e ficam muitas horas online ao mesmo tempo em que realizam outras atividades. Além disso, possuem perfis em muitas redes sociais diferentes, mas usam principalmente Facebook, e têm buscado praticidade através de aplicativos móveis.
Relatório Google sobre uso de smartphone no Brasil (Maio/2012)Ivila Bessa
1) Os smartphones se tornaram indispensáveis no cotidiano, com 14% da população brasileira usando smartphones, que são usados diariamente por 73% dos usuários.
2) Os smartphones transformaram o comportamento do consumidor, com crescimento exponencial no uso de aplicativos, vídeos, redes sociais e pesquisas no celular.
3) Os smartphones ajudam os usuários a navegar pelo mundo, com 88% procurando informações locais e 92% tomando decisões como fazer compras ou contatar empresas.
O documento discute as diferenças entre a TV tradicional e a web TV, destacando que a web TV oferece maior controle, economia e interatividade ao espectador, permitindo que ele decida o que, como, quando e onde assistir conteúdo. A web TV também permite a convergência de vários formatos de mídia e engajamento do público através das redes sociais.
Participação do usuário no webjornalismoIvila Bessa
O documento discute os conceitos de jornalismo cidadão, jornalismo colaborativo, jornalismo open source e jornalismo participativo. Ele também explora as motivações dos usuários para participar na produção de notícias e fornece 10 exemplos de como os usuários podem se envolver no webjornalismo.
O documento discute o papel dos usuários nas mídias sociais como novos produtores de notícias e como isso afeta os processos jornalísticos. Ele também apresenta estratégias para jornalistas se engajarem com audiências nas mídias sociais, como relacionamento, monitoramento e inteligência digital. Finalmente, fornece estatísticas sobre os hábitos de consumo de notícias nas mídias sociais.
1. Brave New
Digital World
A Manifesto for the Future of Digital Media Measurement & Analytics
2. 2 ABRAVE NEW DIGITAL WORLD Media Me
Manifesto for the Future of Digital
3. Entering the Brave New Digital World
easurement & Analytics for the Future of Digital Media 1
A Manifesto Measurement & Analytics
4. We are entering the dawn of a
brave new digital world.
Media fragmentation is occurring at light-
speed in today’s multi-platform environment,
which features not only TVs and computers, but
smartphones, tablets, gaming platforms and a
seemingly ever-increasing number of emerging
devices. This new paradigm offers consumers
a seamless digital experience that can easily
traverse platforms, locations and temporal
constraints so that content can be experienced
anytime and anyplace. And as the average
consumer’s screen time expands to fill in many
of these available gaps throughout the day,
there are more opportunities than ever before
for marketers to reach and engage.
2 BRAVE NEW DIGITAL WORLD
5. Another significant trend is that consumers are quickly
becoming platform agnostic in their digital media
consumption, which comScore refers to as “the rise of the
Digital Omnivore.” Consumers today can begin watching
a movie at home on their TV, continue watching it on their
smartphone on the way to work, and finish watching it in
bed at night on their tablet. It’s the pinnacle of convenience
for consumers, but an utter headache from an audience
measurement and advertising analytics standpoint.
And if these behavioral trends weren’t already causing
enough problems in terms of measuring audiences, recent
innovations in the digital ad ecosystem have made it more
complex than ever. A crowded value chain of ad servers,
networks, and exchanges now resides between advertisers
and media companies, and while campaign delivery may
be getting more efficient and effective from an audience
targeting standpoint it is also becoming less transparent as
advertisers lose control over where their ads are appearing.
In addition, more than 3 out of every 10 digital ads being
delivered never have an opportunity to be seen, which
depresses campaign performance and gives advertisers
pause in investing more heavily in the medium.
A Manifesto for the Future of Digital Media Measurement & Analytics 3
6. And so, today, many business sit perched atop a precarious
divide, some looking back and longing for the good old days
of the classic web and others ready to embrace both the
challenges and opportunities of a brave new digital world.
Forcing oneself to look forward and confront the future may
cause some initial angst, but it can no longer be ignored. This
new reality is upon us: already nearly 15% of all web traffic
now occurs beyond PCs, and this number is accelerating with
each passing month.
100%
98%
96%
94%
92%
90%
88%
86%
84%
82%
80%
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
2011 2012
OTHER TABLET SMARTPHONE PC
4 BRAVE NEW DIGITAL WORLD
7. This curve’s trajectory serves as a stark reminder that if
businesses don’t adapt, they may not live to see tomorrow. Not
to strike an unnecessarily ominous tone, but this storyline has
played out before with many substantial businesses of the past
few decades having recently declared bankruptcy due to the
disruptive impact of the internet and e-commerce.
For businesses that don’t want to be relegated to a similar fate,
now is the time to embrace the future of digital measurement
and analytics to prepare for the brave new digital world. Here
is comScore’s vision for how to get there.
A Manifesto for the Future of Digital Media Measurement & Analytics 5
9. 10 Principles
for the Future of Digital Media
Measurement & Analytics
A Manifesto for the Future of Digital Media Measurement & Analytics 7
10. 1
All media – including TV – are going
digital; measurement must follow the
same path
8 BRAVE NEW DIGITAL WORLD
11. ISSUE Traditional media measurement methods, such as the purely
panel-based approach used in TV measurement, are no longer
sufficient to measure audiences in today’s multi-platform
world. While a panel can be used to develop a credible
view of a particular individual medium, using this approach
alone has substantial limitations that result in a silo’ed view
of the digital universe when multiple media are involved.
Development of a single-source panel large enough to de-
duplicate audiences across the multiple platforms that exist
today is simply not feasible.
A truly holistic view of digital media consumption – inclusive
SOLUTION
of TV, desktop computers, smartphones and tablets – requires
census-level digital data as a critical input to binding together
different media platforms into a unified view of the digital
consumer. While panels will remain critical for informing
person-based estimates, it is the digital census data that holds
the key to understanding the cross-platform audience overlap
needed to accurately and effectively synthesize channels into
a multi-platform view. comScore’s innovative approach to this
problem has created the industry’s first-ever unduplicated
multi-platform measurement system that successfully traverses
four different screens.
A Manifesto for the Future of Digital Media Measurement & Analytics 9
12. 2
Measurement must translate from
pixels to people
10 BRAVE NEW DIGITAL WORLD
13. ISSUE Census-level digital data represents a robust and ever-
growing information source, but in order to be meaningful to
marketers it must be translated into the behaviors of actual
people. A marketer’s objective is to reach people – not
screens – in order to build awareness of their products,
generate demand, and ultimately drive sales. Progress against
these objectives can only be understood through the lens
of consumer behavior, which server-centric metrics like ad
impressions or cookie counts alone do not sufficiently address.
comScore has demonstrated leadership over the years as
SOLUTION
pioneers of new methodological approaches to translate big
data into meaningful measurement of consumers. comScore’s
Unified Digital Measurement (UDM) methodology, which
combines the best of panel and digital census measurement
techniques, leverages the detail and granularity of census-
based data along with comScore’s global person panel to
produce best-in-class audience estimates. With more than
90% of the Top 100 U.S. media publishers having adopted
comScore’s measurement approach, UDM has clearly
established a new basis by which digital audiences are
measured today. These proprietary comScore methods are
now being expanded to solve new challenges, such as multi-
platform audience measurement and advertising analytics.
A Manifesto for the Future of Digital Media Measurement & Analytics 11
14. 3
Multi-Platform measurement must
integrate census-level digital data sources
to deliver reporting at big data scale
12 BRAVE NEW DIGITAL WORLD
15. ISSUE Sample-based measurement methods that employ tens of
thousands of panelists are typically effective at reporting
large scale media behaviors, such as viewership of broadcast
network television. But today’s media environment is no
longer dominated by a few large media players; rather it
features many media companies in a highly fragmented media
environment that covers multiple platforms. These media
entities often fall below the reporting threshold of traditional
sample-based methods, or the data cannot be reported at a
meaningful level of granularity to deliver actionable insights.
With all the big data assets currently at our collective disposal,
the analog measurement approach that uses small samples is
no longer sufficient.
SOLUTION Census-level digital data is an increasingly rich and abundant
resource that can be used in conjunction with sample-based
methods to provide a more meaningful view of multi-platform
digital media consumption. Through the comScore Census
Network™, more than 1.4 trillion digital interaction events are
now collected every month across millions of digital media
entities. This digital census data provides granularity that is
orders of magnitude larger than sample-based collection
methods alone, and can be leveraged to not only more
accurately quantify behavior but also unearth the detailed
insights needed by marketers today. Importantly, census-
level data is the critical resource needed for understanding
cross-platform media consumers and enabling multi-platform
audience unification.
A Manifesto for the Future of Digital Media Measurement & Analytics 13
16. 4
Holistic reporting should provide a
unified, platform-agnostic view of
consumer behavior
14 BRAVE NEW DIGITAL WORLD
17. ISSUE Today’s multi-platform media consumers don’t distinguish
between the devices they use so much as being concerned
about which content they are consuming. Media companies
and advertisers understandably desire a similar view of the
world – one in which a comprehensive view of the total
number of consumers interacting with specific content
can be quantified independent of the platform being used.
However, in order for existing media measurement solutions
to accurately reflect this new paradigm with essential metrics
such as unduplicated audience size, a fundamentally new
measurement approach is required.
Holistic audience reporting requires advanced methods for
SOLUTION
de-duplicating audiences interacting across multiple platforms.
comScore recognized this unique challenge and developed
several new techniques to overcome this difficult, but critical,
challenge to delivering a true multi-platform measurement
solution. The richness of the comScore Census Network that
can identify the device being used was leveraged to quantify
cross-platform overlap at a very granular level, providing the key
to unlocking the essential de-duplication factors. The resulting
product, Media Metrix® Multi-Platform, delivers a multi-platform
view of audiences that not only better reflects the state of
digital media today, but also enables optimal media allocations
and improved decision-making for digital businesses.
A Manifesto for the Future of Digital Media Measurement & Analytics 15
18. 5
Viewable impressions are the
standard needed for true cross-media
comparability
16 BRAVE NEW DIGITAL WORLD
19. ISSUE TV advertising remains the standard with respect to branding
advertising, and it is clear that growth in digital advertising has
been held back in part because it does not meet the standards
of TV’s audience guarantees. While every TV viewer has the
‘opportunity to see’ an ad delivered to an active TV screen,
many web ads that are served often fall below the viewable
pane of the screen and are, by definition, wasted. Several
2012 comScore studies across global geographies revealed
that between 3 and 4 in every 10 served ad impressions are
never delivered with an opportunity to be seen. As a result,
when measured by market mix models, digital advertising has
often not compared favorably to other media in terms of its
sales impact, thereby discouraging incremental investment
from advertisers.
SOLUTION Adopting a viewable impression standard for digital advertising,
which has been advocated and codified by the Making
Measurement Make Sense (3MS) initiative, facilitates cross-
media comparability by enabling apples-to-apples comparison
of ads based on the viewer having an opportunity to see. Using
this standard ensures digital ads receive credit for the impact
they actually deliver by removing the dilutive effects of the
non-viewable impressions. Moving toward such a standard
will help make digital ads more relevant in the context of a
multi-platform campaign strategy while guaranteeing cross-
media comparability. If programmatic buying exerts downward
pressure on CPMs, viewability serves as an important variable
to enable the proper valuation of inventory.
A Manifesto for the Future of Digital Media Measurement & Analytics 17
20. 6
Common metrics should be used to
facilitate multi-platform planning and
optimization
18 BRAVE NEW DIGITAL WORLD
21. ISSUE While traditional media buying and planning communities have
long relied upon metrics such as reach/frequency, GRPs and
TRPs, these metrics need to be available on a multi-platform
level. The lack of a consistent measurement framework has
been partially responsible for the organizational divide that
often exists between the digital and traditional media arms
of agencies and media companies. These silos are also
sometimes the manifestations of organizational inefficiency
that inhibit the planning and execution of a cohesive multi-
platform media strategy. Without a coordinated media plan,
cross-platform synergies cannot be realized and allocations
cannot be optimized.
SOLUTION The opportunity to bring traditional and digital media into
greater organizational alignment can be achieved through
the adoption of a similar metrics framework, which begins
with the recognition that reach/frequency, GRPs and TRPs
should function as a backbone for multi-platform planning
and analysis. At the same time, supplemental metrics that
are meaningful for campaign analysis should be factored
into the equation where applicable, particularly when these
metrics can be applied across measured media. Validated
digital impressions, for example, can enhance multi-platform
consistency, while behavioral segmentations can supplement
demographics to improve audience targeting across platforms.
When insightful metrics cannot be applied across platforms,
they should still be leveraged to optimize and inform strategy
within that medium so long as they are not used in isolation
from the relevant multi-platform metrics.
A Manifesto for the Future of Digital Media Measurement & Analytics 19
22. 7
Measurement of ad effectiveness should
use metrics that matter, not just those
that are easy to measure
20 BRAVE NEW DIGITAL WORLD
23. ISSUE Click-through rates, which are exceedingly easy to measure,
have historically functioned as the primary metric in display ad
campaign evaluation. However, this metric does not accurately
reflecting true campaign effectiveness and in most cases
should not be used. But in the absence of more meaningful
metrics that are also easy to measure, CTRs will likely continue
to be used by some media planners and researchers to
evaluate campaigns. The unfortunate result of this approach is
making decisions based on data that are at best, incomplete,
and at worst, misleading.
SOLUTION Several comScore innovations in the world of digital ad
measurement are paving the way for a future world of
evaluation based on meaningful metrics. To begin, comScore
research has shown that the click on a display ad bears no
relationship to the effectiveness of that ad. Next is the current
shift towards a viewable/validated impression standard,
which begins by removing from consideration the significant
percentage of digital ads that are not in view and which have
no ability to deliver the desired impact. Finally, more relevant
measures of the effectiveness of digital ad campaigns are now
available on a timely basis, including ad recall, awareness,
purchase intent and actual sales lift.
A Manifesto for the Future of Digital Media Measurement & Analytics 21
24. 8
End-to-end advertising analytics
should speak the same language
22 BRAVE NEW DIGITAL WORLD
25. ISSUE The end-to-end digital campaign measurement and analytics
process of pre-campaign planning, in-flight optimization and
post-campaign evaluation often leaves a lot to be desired
in terms of implementation and ease of use. A process
that should be simple and streamlined tends to begin with
the implementation of several tags for multiple third-party
measurement providers, a process that frequently results in
implementation errors that can jeopardize measurement for
the entire campaign. Even when tags are implemented without
a hitch, the optimization and evaluation process is often
unnecessarily complex because of the varying reporting metrics
that are based on different measurement methodologies.
Effective campaign management requires simplicity and
seamlessness, but the reality is often far from this ideal.
SOLUTION When all metrics used in this end-to-end process speak the
same language, it is easier to align and optimize campaigns
during every step of the process for all stakeholders in the value
chain – from data exchanges to ad networks to agencies and
researchers. Such consistency enables seamless translation
of performance metrics, facilitates optimization, speeds up the
feedback loop, and ultimately delivers more efficient, higher
performing campaigns. comScore has also radically simplified
this process through the use of a single campaign tag, which
can be deployed once and be used across platforms and
content types to inform every phase of the campaign, reducing
both website latency and the reporting error associated with the
use of multiple tags. Easy implementation and easy to interpret
results means campaign managers can actually focus their
energy on the strategic insights that will maximize effectiveness.
A Manifesto for the Future of Digital Media Measurement & Analytics 23
26. 9
Measurement must evolve towards
real-time – and eventually predictive –
analytics
24 BRAVE NEW DIGITAL WORLD
27. ISSUE Digital media planning has historically focused on backward
looking data of past months’ trends, and while this data
provides valuable context for allocating media, it does not
help optimize value while a campaign is in-flight. Similarly,
traditional campaign evaluation methods have been conducted
on a post-buy basis following the campaign’s execution. While
these methods certainly provide significant value beyond a
simple spray-and-pray approach, it’s obvious they leave value
on the table absent a real-time course correction mechanism.
SOLUTION The introduction of real-time advertising analytics enables
planners to adjust campaigns on the fly to ensure they are
efficiently and effectively hitting their targets. This immediate
feedback loop can help eliminate advertising waste that occurs
in-flight and significantly improve campaign performance.
Eventually, advertising analytics have the potential to get even
smarter and deliver predictive value so that campaigns can
be better optimized on the front-end, which can eliminate the
inevitable waste that occurs at the beginning of the campaign
before the media plan has been fully optimized through the
initial feedback loop.
A Manifesto for the Future of Digital Media Measurement & Analytics 25
28. 10
Data should have a common global
framework, but provide local insight
26 BRAVE NEW DIGITAL WORLD
29. ISSUE Marketers, agencies and publishers are increasingly
multinational, but geographic borders often mean varying
standards and ways of conducting business. In Europe,
for example, numerous markets operate a Joint Industry
Committee that determines the market standard for web
measurement in a local jurisdiction. While operating within the
local framework can certainly be in the best interests of the
growth and development of the individual market, it can also
create inefficiencies for global marketing executives attempting
to optimize their marketing expenditure and make efficient
allocations across markets. Without a common lexicon across
markets, the ability to apply a universal framework for making
these decisions may be limited.
SOLUTION In order to successfully traverse these geographic divides, a
consistent measurement framework across markets can help
facilitate cross-market planning and evaluation and encourage
the continued growth and development of the global digital
economy. In addition to our digital leadership position in the
U.S., comScore has already been selected as the digital
measurement partner in the United Kingdom, the Netherlands
and Spain, in large part due to the strength of the UDM
methodology. Our aim is that as we continue to forge these
partnerships leveraging consistent measurement principles,
greater uniformity across markets will provide a meaningful
infrastructure for the global digital advertising economy while
also encouraging the growth of individual markets.
A Manifesto for the Future of Digital Media Measurement & Analytics 27
31. Winning in the Brave New Digital World
A Manifesto for the Future of Digital Media Measurement & Analytics 29
32. As our industry navigates this brave new digital
world, it must embrace the change that comes
with this paradigm shift if companies are not
just to survive but to thrive. The growing ubiquity
of digital media platforms represents perhaps
the greatest moment of value expansion this
industry has ever seen; but the realization of this
value may not be easy and there will be winners
and losers along the way.
30 BRAVE NEW DIGITAL WORLD
33. We are already beginning to see leaders emerge because
they are confronting the new reality and not holding onto the
comforts of the past. Amazon expanded its comfort zone by
getting into the hardware business with the Kindle, which
has helped the company extend its platform presence and
evolve towards a future where most content is digital. Google
shrewdly developed the Android operating system, which is
not only the strong leader among smartphone platforms but
has also made huge strides in the tablet market. Facebook
has embraced its strength as a mobile content leader by
building a $1 billion mobile advertising business from scratch
in less than a year. NBC recognized that while live TV may
still be the king of all media channels it must be supplemented
with an effective multi-platform approach, a strategy that it
successfully implemented for the 2012 London Olympics.
These, and other leading companies, have recognized that the
media world is changing rapidly and that they must point their
business strategies towards the future.
comScore also understands this new reality and wants to
ensure that our clients are on the right side of this ledger. By
setting forth this vision for the future of digital measurement
and analytics, we hope to build consensus around the
methods that will help our industry evolve. A prosperous
future for media requires a metrics infrastructure built on
fast, accurate, granular and actionable data. comScore
will continue to fulfill these needs in the marketplace as we
innovate towards a better tomorrow.
A Manifesto for the Future of Digital Media Measurement & Analytics 31
34. To learn more about how multi-platform can transform your
Audience, Advertising and Digital Business Analytics, visit
www.comScore.com or follow us at @comscore.
BRAVE NEW DIGITAL WORLD
35. A Manifesto for the Future of Digital Media Measurement & Analytics