Download to read offline
Uploaded byАнна Кретова
Com score
The document discusses the future of internet advertising. It notes that click-through rates for online ads are very low, limiting branding potential. It also discusses how most online ads are delivered through third parties, so advertisers often don't know where their ads are being shown. Several groups are working on solutions, like the "3MS" initiative to improve transparency and reduce complexity in the digital ad ecosystem. The document argues that the future of online measurement needs principles like moving to a "viewable impressions" standard to count real exposures, and making digital media measurement more comparable to other media.
More Related Content
![Latin america april 2010[1]](https://cdn.slidesharecdn.com/ss_thumbnails/comscoresoilatinamericaapril20101-100618104742-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
Com score
- 1. The Future ofInternet Advertising Mike Read, comScore Europe
- 2. Agenda comScore Introduction The Shapeof the Internet The Future of Online Advertising
- 3. comScore Leverages RichPanel Data to Deliver Unique and Broad Digital Business Analytics 2 Million Person Panel The Only Global Measurement 360°View of Person Behaviour of Audience and E-commerce 200+ Countries Under Measurement 43 Markets Reported
- 4. A Comprehensive Suiteof Products and Services Media Planning & Analysis Web Analytics Video & Distributed Media Measurement Social Analytics Search Marketing Marketing on the Internet Technology Tracking Industry Solutions Copy Testing Advertising Effectiveness Cross Media Measurement Mobile Solutions International Solutions Custom Research V0411
- 5. Agenda comScore Introduction The Shapeof the Internet The Future of Online Advertising
- 6. Russia will Becomethe Biggest European Online Population + 3% yoy + 14% yoy Source: comScore Media Metrix, August 2011
- 7. Central Region (includingMoscow) represents 31% of Russia’s online population
- 8. Russians don’t consumeNews or Buy online quite to the same degree yet as the Rest of Europe Source: comScore Media Metrix, August 2011
- 9. Social Networking –Disproportionately Popular in Russia…? Social Networking Share of Total Pages and Time Spent Social Networks account for 42% of Total Page Views and 32% of Total Time Online in Russia © comScore, Inc. Proprietary and Confidential . 9 Source: comScore World Metrix, August 2009
- 10. Russians Love SocialNetworking!!!! Time Spent per person on Social Networking 800.0 700.0 600.0 500.0 400.0 Russian Federation 300.0 United States 200.0 United Kingdom 100.0 Germany 0.0 Jul-2011 Jan-2011 Jun-2011 Aug-2010 Dec-2010 Sep-2010 Aug-2011 Oct-2010 Apr-2011 Mar-2011 Feb-2011 May-2011 Nov-2010 Source: comScore Media Metrix, Russia August 2011
- 11. Has Facebook’s GrowthStopped? UV Trend Time Spent Trend Source: comScore Media Metrix, Russia August 2011
- 12. 53% of TimeSpent Online is Spent on 5 Properties Source: comScore Media Metrix, August 2011
- 13. Agenda comScore Introduction The Shapeof the Internet The Future of Online Advertising
- 14. The Future ofOnline Advertising Branding But …….. If we are not careful we will miss an opportunity to grow Online as a Branding Medium • Average Click thro rates are pitifully low and declining
- 15. … Limiting TheBranding Potential Of Online Does this guy’s click effectively measure the branding impact of exposing the other 999 users to the same ad? © comScore, Inc. Proprietary and Confidential . 15
- 16. How Do RussiansReact to Advertising? Only 10% of the Russian online population click on Display ads! Source: comScore Marketing Solutions, Russia, August 2010
- 17. Heavy Clickers: NotRepresentative Internet Usage Skew Source: comScore Marketing Solutions, Russian Federaion August 2010
- 18. What’s happening inthe US ? Source: comScore Marketing Solutions, Russia, August 2010
- 19. Digital has historicallylagged in capturing branding dollars …. But that is changing with display now growing 2X faster than search 2010 U.S. Measured Media Spend $149 Billion Branding $91B 61% 2010 U.S. Online Media Spend $26 Billion 6% of branding $6B dollars $20B Response 34% of direct Direct 39% $58B response dollars Source: Brand.net analysis based on Barclays Capital and DMA
- 20. In US DisplayAdvertising reached $10 billion dollars in 2010. But… Up to 80% of all online ads are delivered through third parties, which means advertisers are often unaware of how, where and to whom the ads are actually being served. © comScore, Inc. Proprietary. 20
- 21. To Solve theProblem, IAB, ANA and AAAAs Joined Forces… The 3MS Mission: Aim to reduce costs of doing business resulting from complexity of digital advertising ecosystem ‘Single Tag’ solution needed to reduce complexity Improve reporting of ad exposure Bolster confidence that ads delivered are actually seen © comScore, Inc. Proprietary. 21
- 22. The Future ofOnline Measurement Making Measurement Make Sense: Five Guiding Principles of Digital Measurement • Principle #1 – Move to a “viewable impressions” standard and count real exposures online. • Principle #2 – Online advertising must migrate to a currency based on audience impressions, not gross ad impressions. • Principle #3 – Because all ad units are not created equal, we must create a transparent classification system. • Principle #4 – Determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online’s contribution to brand building. • Principle #5 – Digital media measurement must become increasingly comparable and integrated with other media.
- 23. comScore Realized Thatin Order to Help the Industry Achieve its True Potential…. …it needs measurement tools to help control these situations and take corrective actions when necessary. + Truly comprehensive verification of ad delivery that addresses these industry challenges will ultimately result in the migration of more ad $ to digital, helping the digital advertising industry to reach its true potential.
- 24.