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For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
The Evolution of Digital Advertising
From Direct Response to Branding
Gian Fulgoni, Co-Founder & Chairman Emeritus
© comScore, Inc. Proprietary. 2
Beyond the Click
Campaign Optimization
Viewability
Cross-Platform
Key Takeaways
Topics
© comScore, Inc. Proprietary. 3
comScore Turning Big Data into Powerful Insight
2 Million Person Panel
360°View of Person Behavior
CENSUS
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology
1 Million Domains Participating
Adopted by 80% of Top 100 Global Media Properties
PANEL
PERSON-Centric Panel with
WEBSITE-Census Measurement
Web Visiting
& Search
Behavior
Online
Advertising
Exposure
Demographics,
Lifestyles
& Attitudes
Media & Video
Consumption
Transactions
Online
& Offline
Buying
Mobile Internet
Usage & Behavior
PANEL
+5 Million
TV Set Top
Boxes for
3-Screen
Measurement
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4
Digital Advertising in Italy
© comScore, Inc. Proprietary. 5Source: Zenith Optimedia Advertising Expenditure Forecasts 2013
Percent of Ad Expenditures by Medium
Digital advertising’s market share in Italy lags both US and UK
and is growing more slowly. Come affrontare al meglio il
futuro?
+8% Y/Y
+12.5%
+15%
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 6
The Evolution of Digital Advertising:
From Direct Response to Branding
© comScore, Inc. Proprietary. 7
comScore’s History of Innovation Has Established More
Value for Digital Ads
Whither
the Click?
& The Silent Click
The Irrelevancy of
CTR
Campaign
Essentials™
Audience
Verification
AdXpose®
Ad Viewability
Media
Metrix®
Audience
Measurement
Cross-Platform
Measurement
Validated
Campaign
Essentials™
Advertising
Validation
2000 2007 2010 2011 2012 Future
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 8
The Evolution of Digital Advertising:
Whither the Click?
© comScore, Inc. Proprietary. 9
The Studies
 200+ comScore studies
conducted in the U.S. to assess
behavioral impact of paid search
and online display ads.
 Analytical design: Exposed vs.
Unexposed panelists
Journal Of Advertising Research (2009)
Site visitation
Trademark Search
Queries
On & Offline Sales
The Results
 Even with Click Rates of Only 0.1%,
Display Advertising can Lift:
© comScore, Inc. Proprietary. 10
Correlation Analysis
Negative pattern between Sales Lift per
Household and CTR (i.e., as CTR increases,
sales decrease)
R2 = 0.039
Regression analysis indicates this
relationship is not statistically significant,
therefore there is no significant relationship
between CTR & Sales
No significant relationship between CTR & offline sales lift
$0,00
$0,10
$0,20
$0,30
$0,40
$0,50
$0,60
0,00% 0,20% 0,40% 0,60% 0,80%
SalesLift/HHin$
CTR
© comScore, Inc. Proprietary. 11
Conclusions
Exposure to display ads doesn’t just
impact online sales – it lifts in-store
sales as well
The absolute dollar lift in offline sales
is 5x higher than the lift in e-commerce
sales
The click is misleading as a measure of
campaign effectiveness
Display ads can lift retailer sales – both online and offline
Dollar Sales Lift Among Households
Exposed to Online Advertising
+17%
Lift
+27%
Lift
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 12
The Evolution of Digital Advertising:
Campaign Optimization
© comScore, Inc. Proprietary. 13
Methodology
 8x brand campaigns
 Spending $0.4
Million to $2 Million
 CPM Range $5.70
to $13.00
Post-Buy Analysis: Distribution of Impressions Delivered
Leaves a Lot to be Desired
50%
4%
11%
5% 10%
24% 26%
18%
15%
26%
30%
14% 8%
7%
13%
14%
28%
65% 47%
77%
62%
53%
59%
58%
7% 5%
12%
4%
20% 16%
2%
10% Hit Target with <=4
Frequency
In US But Not Target
Frequency >=5
Outside US
Results: % of impressions on target & frequency goal
© comScore, Inc. Proprietary. 14
In-Target Demographics: 100% isn’t Realistic
Demographic data
becomes outdated
Not all registration
data are accurate
More than 60% of
computers have multiple
users, so cookies can show
ads to the wrong person
Some targeting infers
demography based on
content consumption
© comScore, Inc. Proprietary. 15
Average in-target rate 44%, with variance across verticals
% In-Target: Overall and by Select Advertiser / Vertical
Source: comScore vCE Benchmarks, Q1 2014, U.S.
© comScore, Inc. Proprietary. 16
Cookie Deletion: A Global Reality
Causes higher than
planned frequency as
ad servers deliver
new impressions to
browsers with deleted
cookies
Country
Percent of
computers
deleting
Average
cookies per
computer
for same
web site
Percent of
computers
deleting
Average
cookies per
computer for
same
campaign
Australia 28% 2.7 37% 5.7
Brazil 33% 2.5 40% 6.6
U.K. 27% 2.7 35% 5.9
U.S. 29% 3.5 35% 5.4
Ad ServerWebsite
© comScore, Inc. Proprietary. 17
Campaign delivery monitored and optimized in-flight
In-Flight Optimization (Publisher Cost & Effectiveness)
Using comScore Campaign Essentials
Publisher
Avg
Frequency
Impressions in
Target
Lift in
Awareness
CPM
1 3.5 24.5% 5.74 $2.44
2 3.0 16.9% 0.55 $9.08
3 8.4 23.5% 0 $8.62
Share of Ad
Spend to be
Allocated
© comScore, Inc. Proprietary. 18
Driving rapid gains in ROI
Increase in ROI from Improved In-Flight Targeting
Brand 1 ROI Brand 2 ROI
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 19
The Evolution of Digital Advertising:
Viewability of Digital Campaigns
© comScore, Inc. Proprietary. 20
Improve reporting of ad exposure
Bolster confidence that ads delivered are actually viewable:
 50% of pixels in-view for 1 secs for non-video ads
 50% of pixels in-view for 2 secs for video ads (preliminary MRC)
Making Measurement Make Sense (3MS) Mission
© comScore, Inc. Proprietary. 21
4 key aspects of All Digital Ad activity that can be improved
ViewabilityBrand
Safety
Targeting
Accuracy
Fraud
© comScore, Inc. Proprietary. 22
In-View: 100% isn’t Realistic
User leaves page
before 1 second
Non-human traffic drives
up impression counts,
when a person never
actually saw the ad
User’s browser isn’t on
full-screen setting
© comScore, Inc. Proprietary. 23
Average in-view 46%, smaller variance than in-target
% In-View: Overall and by Select Advertiser / Vertical
Source: comScore vCE Benchmarks, Q1 2014, U.S.
© comScore, Inc. Proprietary. 24
Source: comScore validated Campaign Essentials 2012-13, global
Premium defined by Ad Metrix as having average CPM above USD $5, and monthly ad revenue above $100,000
Premium Publishers Boast Higher Average In-View Rates
53%
31%
Premium Sites
Overall viewable
46%
Networks & Exchanges
© comScore, Inc. Proprietary. 25
Advertisers get huge return from increasing viewability
Sales Lift Index: In-Store Sales Lift Indexed to 100 for
Less Than 50% Viewability of Impressions
100
175
Less Than 50% Viewability At Least 70% Viewability
A 40% increase
in viewability
drives a 75%
increase in in-
store sales lift
for Kellogg’s
© comScore, Inc. Proprietary. 26
Campaign delivery monitored and optimized in-flight
In-Flight Optimization (Publisher Cost & Effectiveness)
Using comScore Campaign Essentials
Publisher
Avg
Freq.
In-target In-view
Lift in
Awareness
CPM
1 3.5 24.5% 83% 5.74 $2.44
2 3.0 16.9% 91% 0.55 $9.08
3 8.4 23.5% 71% 0 $8.62
Share of Ad
Spend to be
Allocated
© comScore, Inc. Proprietary. 27
vCE: Adoption at All Major Agency Groups
 Selected as
preferred data
partner for VivaKi
Audience on
Demand, RTB
platform in 3Q13
 Single point of
access for vCE
across all of Publicis
Groupe
© comScore, Inc. Proprietary. 28
vCE: Strong momentum both in the U.S. and International
3x
4.6x
© comScore, Inc. Proprietary. 29
comScore & Google partner for actionable audience metrics
© comScore, Inc. Proprietary. 30
validated Media Essentials™
Audience
Viewability
Engagement
validated Media Essentials™ provides media sellers with the insights they need to
evaluate ad inventory across their site or network of sites
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 31
The Evolution of Digital Advertising:
The Importance of Cross-Platform
Measurement
© comScore, Inc. Proprietary. 32
Source: comScore Media Metrix Multi-Platform, December 2013
More than half of U.S. Internet time now on mobile devices
© comScore, Inc. Proprietary. 33
Large growth in smartphone usage, but desktop time has not declined
Total U.S. Internet Usage in Minutes (Billions) by Platform
Desktop, Smartphone and Tablet
999 (+99%)
502
+7%
+344%
N/A
© comScore, Inc. Proprietary. 34
Impact of mobile devices varies by type of content
Total U.S. Internet Usage in Minutes (Billions) by Platform
Desktop, Smartphone and Tablet
Sports (Mobile Incremental) Weather (Mobile Cannibalizes)
Tablet
Phone
Desktop
Tablet
Phone
Desktop
© comScore, Inc. Proprietary. 35
Billion Dollar Research Lab:
A Look into the Future
© comScore, Inc. Proprietary. 36
More Screens = More Time Spent on Each Device
4hr 19min 4hr 28min
5hr
6hr 7min
50 min
59 min
55 min51 min
40 min
47 min
TV Only TV + PC/Laptop Only TV + PC/Laptop + Mobile
Only
TV + PC/Laptop + Mobile
+ Tablet
Average Time Spent Per Day
Following Olympics
4hr 19min
TV
Only
Tablet
Mobile
PC/Laptop
TV
5hr 18min
TV +
PC/Laptop
6hr 50min
TV +
PC/Laptop +
Mobile
8hr 29min
TV +
PC/Laptop +
Mobile +
Tablet
© comScore, Inc. Proprietary. 37
comScore Multi-Platform Measurement
December 2013
 Five-Platform Measurement of Unduplicated
Audiences & Ad Campaigns at Content / Device
Level
 TV
 Radio
 Desk/Laptop, Smartphone, Tablet
 31 combinations
 Hybrid Methodology
 Single-Source Calibration
 Census Digital & TV
 IP Address & Cookie Data Integration
© comScore, Inc. Proprietary. 38
 Il passaggio dai clicks alla viewability sta migliorando il valore dell'advertising digitale
per gli editori
 L'ottimizzazione in-flight della campagna in termini di viewability, targeting e
frequency e' stata richiesta dagli advertiser e fatta per accelerare la migrazione
degli investimenti di brand advertising sul digitale
 E’ probabile che aumentera’ il valore del CPM per gli editori, e anche gli advertisers
beneficeranno dell’incremento di visibilita’ e dei conseguenti effetti sulle vendite
 comScore vCE e vME sono soluzioni basate sulla viewability per migliorare la
profittabilita' degli editori e anche degli advertisers
 Il futuro del media planning e delle analisi richiede misurazioni cross-platform a
livello di device, contenuto e campagna.
Conclusioni
© comScore, Inc. Proprietary. 39
Thank You!
© comScore, Inc. Proprietary. 40
“Nuovi scenari nella misurazione dell’advertising on-line. Gli impatti sugli
attori della filiera”.
Intervengono:
Norina Buscone – Vice President, Research GroupM Italia
Giovanna Maggioni – Direttore Generale di UPA
Stefano Genovesi – Direttore Marketing e sviluppo prodotti multimediali
di RTI Interactive Media
Panel Discussion
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Innovation Roadmap
I dati comScore in Net*Box
Il lancio delle misurazioni Multipiattaforma
Milano, 10 aprile 2014
Fabrizio Angelini, CEO di Sensemarkers
che rappresenta in esclusiva comScore in Italia
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 42
comScore e Net*Box
Il tool di web media planning
© comScore, Inc. Proprietary. 43
Net*Box – Chi siamo
Planning, gestione, prenotazione, statistiche, etc.
DB veicoli oltre 3.600 siti web/mobile.
Integrazione con dati di navigazione Jic e altri.
Invio automatizzato piani verso ADServer.
Scambio dati automatico verso tools fatturazione.
Oltre 60.000 accessi Planning e Administration.
Oltre 11.000 accessi Valutazione R&F
© comScore, Inc. Proprietary. 44
Ranking
Planning Stima R&F
Calendari
Post BuyData Exchange
Gestione
© comScore, Inc. Proprietary. 45
I dati di comScore entrano nei tool di pianificazione e
valutazione di Media Consultants
Net*Box
 Nella pianificazione integrata in Netbox come tool di ranking, costruzione e
valutazione campagne sia web che video.
 In post-buy automatizzando lo scambio di informazione tra vCE e Netbox per
la verifica quotidiana di coerenza tra pre e post.
 Analisi dei risultati vCE nella valutazione delle campagne Multimediali.
© comScore, Inc. Proprietary. 46
Integrazione
dati, funzionalità,
visual, dizionario
Interazione
automatica tra
funzionalità
comScore e
Net*Box
© comScore, Inc. Proprietary. 47
Parametri delle analisi
© comScore, Inc. Proprietary. 48
Ranking
Ranking Pagine
Ranking Video
© comScore, Inc. Proprietary. 49
Parametri di valutazione
© comScore, Inc. Proprietary. 50
Stima R&F pagine & Stima R&F Video
© comScore, Inc. Proprietary. 51
Step di implementazione
 Target e Ranking Media Metrix & Video Metrix
 Planning e stima R&F Media Metrix & Video Metrix
 Profilo e Duplicazioni Media Metrix & Video Metrix
 Altre implementazioni Planning
 Integrazione PostBuy vCE
̵ Invio piani da NetBox a comScore
̵ Validazione e tagging
̵ Analisi integrata dei risultati di comunicazione
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 52
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 53
Il lancio delle misurazioni
Multipiattaforma in Italia
comScore MMX Multi-platform
© comScore, Inc. Proprietary. 54
La Sfida nella Misurazione
Storicamente, le soluzioni per la misurazione e gli strumenti di analisi sono stati in grado di fornire
rilevazioni solo per singola tipologia di dispositivo (PC, Smartphone eTablet), senza riuscire a
fornire una visione completa a livello di attività del singolo utente.
© comScore, Inc. Proprietary. 55
La soluzione comScore: la vista Multi-Platform
La metodologia Multi Platform di comScore offre insight sulla sovrapposizione delle audience tra i
diversi dispositivi. Le entità completamente taggate beneficiano degli accessi da tablet e
smartphone.
© comScore, Inc. Proprietary. 56
Come funziona il sistema
Panel
Tagged
Metodologia
Unificata
collaudata
Dynamic Panel
Sovrapposizione tra dispositivi
Multi-Platform osservata nel
Census Tag network
La nostra metodologia Unificata combina le informazioni provenienti dal tag con i dati del nostro
panel online, permettendo una misurazione deduplicata e più accurata, anche su piccole entità e
cross dispositivo.
© comScore, Inc. Proprietary. 57
Evoluzione della Piattaforma: Mobile Metrix e Multiplatform
BROWSING
VIDEO
MMX Mobile Metrix*
VIDEO
METRIX
**
MMX
MULTI-PLATFORM
© comScore, Inc. Proprietary. 58
Impatto sulla Reportistica
Le property
Mobile che non
sono taggate non
saranno riportate
nella Interfaccia
comScore.
NO TAGS FULLY TAGGED
✔
✔
✔
✔✔
UNIFIED
✔✔
UNIFIED
✔
CENSUS
ONLY
✔✔
UNIFIED
R&D
✔
CENSUS
ONLY
R&D
✔
CENSUS
ONLY
✔
CENSUS
ONLY
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 59
USA
UK
Spagna
comScore è leader nella misurazione multipiattaforma
a livello mondiale…
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 60
UK
Spagna
…e anche in Italia
sarà rilasciata la misurazione multipiattaforma
Italia
USA
© comScore, Inc. Proprietary. 61
Anticipazione di alcune schermate significative
MMX MULTI-PLATFORM
MOBILE METRIX
Spagna
© comScore, Inc. Proprietary. 62
Prossimi passi: Iniziate subito a Taggare
Siamo a disposizione per ulteriori informazioni, esiste anche una piattaforma dedicate al tagging
in modalità self-service: http://direct.comscore.com/
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Grazie!
Invieremo questa presentazione per email
nei prossimi giorni
Milano, 10 aprile 2014
Fabrizio Angelini, CEO di Sensemarkers
che rappresenta in esclusiva comScore in Italia

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Comscore presentazione 10 aprile 2014

  • 1. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents The Evolution of Digital Advertising From Direct Response to Branding Gian Fulgoni, Co-Founder & Chairman Emeritus
  • 2. © comScore, Inc. Proprietary. 2 Beyond the Click Campaign Optimization Viewability Cross-Platform Key Takeaways Topics
  • 3. © comScore, Inc. Proprietary. 3 comScore Turning Big Data into Powerful Insight 2 Million Person Panel 360°View of Person Behavior CENSUS Unified Digital Measurement™ (UDM) Patent-Pending Methodology 1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties PANEL PERSON-Centric Panel with WEBSITE-Census Measurement Web Visiting & Search Behavior Online Advertising Exposure Demographics, Lifestyles & Attitudes Media & Video Consumption Transactions Online & Offline Buying Mobile Internet Usage & Behavior PANEL +5 Million TV Set Top Boxes for 3-Screen Measurement
  • 4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4 Digital Advertising in Italy
  • 5. © comScore, Inc. Proprietary. 5Source: Zenith Optimedia Advertising Expenditure Forecasts 2013 Percent of Ad Expenditures by Medium Digital advertising’s market share in Italy lags both US and UK and is growing more slowly. Come affrontare al meglio il futuro? +8% Y/Y +12.5% +15%
  • 6. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 6 The Evolution of Digital Advertising: From Direct Response to Branding
  • 7. © comScore, Inc. Proprietary. 7 comScore’s History of Innovation Has Established More Value for Digital Ads Whither the Click? & The Silent Click The Irrelevancy of CTR Campaign Essentials™ Audience Verification AdXpose® Ad Viewability Media Metrix® Audience Measurement Cross-Platform Measurement Validated Campaign Essentials™ Advertising Validation 2000 2007 2010 2011 2012 Future
  • 8. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 8 The Evolution of Digital Advertising: Whither the Click?
  • 9. © comScore, Inc. Proprietary. 9 The Studies  200+ comScore studies conducted in the U.S. to assess behavioral impact of paid search and online display ads.  Analytical design: Exposed vs. Unexposed panelists Journal Of Advertising Research (2009) Site visitation Trademark Search Queries On & Offline Sales The Results  Even with Click Rates of Only 0.1%, Display Advertising can Lift:
  • 10. © comScore, Inc. Proprietary. 10 Correlation Analysis Negative pattern between Sales Lift per Household and CTR (i.e., as CTR increases, sales decrease) R2 = 0.039 Regression analysis indicates this relationship is not statistically significant, therefore there is no significant relationship between CTR & Sales No significant relationship between CTR & offline sales lift $0,00 $0,10 $0,20 $0,30 $0,40 $0,50 $0,60 0,00% 0,20% 0,40% 0,60% 0,80% SalesLift/HHin$ CTR
  • 11. © comScore, Inc. Proprietary. 11 Conclusions Exposure to display ads doesn’t just impact online sales – it lifts in-store sales as well The absolute dollar lift in offline sales is 5x higher than the lift in e-commerce sales The click is misleading as a measure of campaign effectiveness Display ads can lift retailer sales – both online and offline Dollar Sales Lift Among Households Exposed to Online Advertising +17% Lift +27% Lift
  • 12. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 12 The Evolution of Digital Advertising: Campaign Optimization
  • 13. © comScore, Inc. Proprietary. 13 Methodology  8x brand campaigns  Spending $0.4 Million to $2 Million  CPM Range $5.70 to $13.00 Post-Buy Analysis: Distribution of Impressions Delivered Leaves a Lot to be Desired 50% 4% 11% 5% 10% 24% 26% 18% 15% 26% 30% 14% 8% 7% 13% 14% 28% 65% 47% 77% 62% 53% 59% 58% 7% 5% 12% 4% 20% 16% 2% 10% Hit Target with <=4 Frequency In US But Not Target Frequency >=5 Outside US Results: % of impressions on target & frequency goal
  • 14. © comScore, Inc. Proprietary. 14 In-Target Demographics: 100% isn’t Realistic Demographic data becomes outdated Not all registration data are accurate More than 60% of computers have multiple users, so cookies can show ads to the wrong person Some targeting infers demography based on content consumption
  • 15. © comScore, Inc. Proprietary. 15 Average in-target rate 44%, with variance across verticals % In-Target: Overall and by Select Advertiser / Vertical Source: comScore vCE Benchmarks, Q1 2014, U.S.
  • 16. © comScore, Inc. Proprietary. 16 Cookie Deletion: A Global Reality Causes higher than planned frequency as ad servers deliver new impressions to browsers with deleted cookies Country Percent of computers deleting Average cookies per computer for same web site Percent of computers deleting Average cookies per computer for same campaign Australia 28% 2.7 37% 5.7 Brazil 33% 2.5 40% 6.6 U.K. 27% 2.7 35% 5.9 U.S. 29% 3.5 35% 5.4 Ad ServerWebsite
  • 17. © comScore, Inc. Proprietary. 17 Campaign delivery monitored and optimized in-flight In-Flight Optimization (Publisher Cost & Effectiveness) Using comScore Campaign Essentials Publisher Avg Frequency Impressions in Target Lift in Awareness CPM 1 3.5 24.5% 5.74 $2.44 2 3.0 16.9% 0.55 $9.08 3 8.4 23.5% 0 $8.62 Share of Ad Spend to be Allocated
  • 18. © comScore, Inc. Proprietary. 18 Driving rapid gains in ROI Increase in ROI from Improved In-Flight Targeting Brand 1 ROI Brand 2 ROI
  • 19. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 19 The Evolution of Digital Advertising: Viewability of Digital Campaigns
  • 20. © comScore, Inc. Proprietary. 20 Improve reporting of ad exposure Bolster confidence that ads delivered are actually viewable:  50% of pixels in-view for 1 secs for non-video ads  50% of pixels in-view for 2 secs for video ads (preliminary MRC) Making Measurement Make Sense (3MS) Mission
  • 21. © comScore, Inc. Proprietary. 21 4 key aspects of All Digital Ad activity that can be improved ViewabilityBrand Safety Targeting Accuracy Fraud
  • 22. © comScore, Inc. Proprietary. 22 In-View: 100% isn’t Realistic User leaves page before 1 second Non-human traffic drives up impression counts, when a person never actually saw the ad User’s browser isn’t on full-screen setting
  • 23. © comScore, Inc. Proprietary. 23 Average in-view 46%, smaller variance than in-target % In-View: Overall and by Select Advertiser / Vertical Source: comScore vCE Benchmarks, Q1 2014, U.S.
  • 24. © comScore, Inc. Proprietary. 24 Source: comScore validated Campaign Essentials 2012-13, global Premium defined by Ad Metrix as having average CPM above USD $5, and monthly ad revenue above $100,000 Premium Publishers Boast Higher Average In-View Rates 53% 31% Premium Sites Overall viewable 46% Networks & Exchanges
  • 25. © comScore, Inc. Proprietary. 25 Advertisers get huge return from increasing viewability Sales Lift Index: In-Store Sales Lift Indexed to 100 for Less Than 50% Viewability of Impressions 100 175 Less Than 50% Viewability At Least 70% Viewability A 40% increase in viewability drives a 75% increase in in- store sales lift for Kellogg’s
  • 26. © comScore, Inc. Proprietary. 26 Campaign delivery monitored and optimized in-flight In-Flight Optimization (Publisher Cost & Effectiveness) Using comScore Campaign Essentials Publisher Avg Freq. In-target In-view Lift in Awareness CPM 1 3.5 24.5% 83% 5.74 $2.44 2 3.0 16.9% 91% 0.55 $9.08 3 8.4 23.5% 71% 0 $8.62 Share of Ad Spend to be Allocated
  • 27. © comScore, Inc. Proprietary. 27 vCE: Adoption at All Major Agency Groups  Selected as preferred data partner for VivaKi Audience on Demand, RTB platform in 3Q13  Single point of access for vCE across all of Publicis Groupe
  • 28. © comScore, Inc. Proprietary. 28 vCE: Strong momentum both in the U.S. and International 3x 4.6x
  • 29. © comScore, Inc. Proprietary. 29 comScore & Google partner for actionable audience metrics
  • 30. © comScore, Inc. Proprietary. 30 validated Media Essentials™ Audience Viewability Engagement validated Media Essentials™ provides media sellers with the insights they need to evaluate ad inventory across their site or network of sites
  • 31. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 31 The Evolution of Digital Advertising: The Importance of Cross-Platform Measurement
  • 32. © comScore, Inc. Proprietary. 32 Source: comScore Media Metrix Multi-Platform, December 2013 More than half of U.S. Internet time now on mobile devices
  • 33. © comScore, Inc. Proprietary. 33 Large growth in smartphone usage, but desktop time has not declined Total U.S. Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone and Tablet 999 (+99%) 502 +7% +344% N/A
  • 34. © comScore, Inc. Proprietary. 34 Impact of mobile devices varies by type of content Total U.S. Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone and Tablet Sports (Mobile Incremental) Weather (Mobile Cannibalizes) Tablet Phone Desktop Tablet Phone Desktop
  • 35. © comScore, Inc. Proprietary. 35 Billion Dollar Research Lab: A Look into the Future
  • 36. © comScore, Inc. Proprietary. 36 More Screens = More Time Spent on Each Device 4hr 19min 4hr 28min 5hr 6hr 7min 50 min 59 min 55 min51 min 40 min 47 min TV Only TV + PC/Laptop Only TV + PC/Laptop + Mobile Only TV + PC/Laptop + Mobile + Tablet Average Time Spent Per Day Following Olympics 4hr 19min TV Only Tablet Mobile PC/Laptop TV 5hr 18min TV + PC/Laptop 6hr 50min TV + PC/Laptop + Mobile 8hr 29min TV + PC/Laptop + Mobile + Tablet
  • 37. © comScore, Inc. Proprietary. 37 comScore Multi-Platform Measurement December 2013  Five-Platform Measurement of Unduplicated Audiences & Ad Campaigns at Content / Device Level  TV  Radio  Desk/Laptop, Smartphone, Tablet  31 combinations  Hybrid Methodology  Single-Source Calibration  Census Digital & TV  IP Address & Cookie Data Integration
  • 38. © comScore, Inc. Proprietary. 38  Il passaggio dai clicks alla viewability sta migliorando il valore dell'advertising digitale per gli editori  L'ottimizzazione in-flight della campagna in termini di viewability, targeting e frequency e' stata richiesta dagli advertiser e fatta per accelerare la migrazione degli investimenti di brand advertising sul digitale  E’ probabile che aumentera’ il valore del CPM per gli editori, e anche gli advertisers beneficeranno dell’incremento di visibilita’ e dei conseguenti effetti sulle vendite  comScore vCE e vME sono soluzioni basate sulla viewability per migliorare la profittabilita' degli editori e anche degli advertisers  Il futuro del media planning e delle analisi richiede misurazioni cross-platform a livello di device, contenuto e campagna. Conclusioni
  • 39. © comScore, Inc. Proprietary. 39 Thank You!
  • 40. © comScore, Inc. Proprietary. 40 “Nuovi scenari nella misurazione dell’advertising on-line. Gli impatti sugli attori della filiera”. Intervengono: Norina Buscone – Vice President, Research GroupM Italia Giovanna Maggioni – Direttore Generale di UPA Stefano Genovesi – Direttore Marketing e sviluppo prodotti multimediali di RTI Interactive Media Panel Discussion
  • 41. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Innovation Roadmap I dati comScore in Net*Box Il lancio delle misurazioni Multipiattaforma Milano, 10 aprile 2014 Fabrizio Angelini, CEO di Sensemarkers che rappresenta in esclusiva comScore in Italia
  • 42. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 42 comScore e Net*Box Il tool di web media planning
  • 43. © comScore, Inc. Proprietary. 43 Net*Box – Chi siamo Planning, gestione, prenotazione, statistiche, etc. DB veicoli oltre 3.600 siti web/mobile. Integrazione con dati di navigazione Jic e altri. Invio automatizzato piani verso ADServer. Scambio dati automatico verso tools fatturazione. Oltre 60.000 accessi Planning e Administration. Oltre 11.000 accessi Valutazione R&F
  • 44. © comScore, Inc. Proprietary. 44 Ranking Planning Stima R&F Calendari Post BuyData Exchange Gestione
  • 45. © comScore, Inc. Proprietary. 45 I dati di comScore entrano nei tool di pianificazione e valutazione di Media Consultants Net*Box  Nella pianificazione integrata in Netbox come tool di ranking, costruzione e valutazione campagne sia web che video.  In post-buy automatizzando lo scambio di informazione tra vCE e Netbox per la verifica quotidiana di coerenza tra pre e post.  Analisi dei risultati vCE nella valutazione delle campagne Multimediali.
  • 46. © comScore, Inc. Proprietary. 46 Integrazione dati, funzionalità, visual, dizionario Interazione automatica tra funzionalità comScore e Net*Box
  • 47. © comScore, Inc. Proprietary. 47 Parametri delle analisi
  • 48. © comScore, Inc. Proprietary. 48 Ranking Ranking Pagine Ranking Video
  • 49. © comScore, Inc. Proprietary. 49 Parametri di valutazione
  • 50. © comScore, Inc. Proprietary. 50 Stima R&F pagine & Stima R&F Video
  • 51. © comScore, Inc. Proprietary. 51 Step di implementazione  Target e Ranking Media Metrix & Video Metrix  Planning e stima R&F Media Metrix & Video Metrix  Profilo e Duplicazioni Media Metrix & Video Metrix  Altre implementazioni Planning  Integrazione PostBuy vCE ̵ Invio piani da NetBox a comScore ̵ Validazione e tagging ̵ Analisi integrata dei risultati di comunicazione
  • 52. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 52
  • 53. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 53 Il lancio delle misurazioni Multipiattaforma in Italia comScore MMX Multi-platform
  • 54. © comScore, Inc. Proprietary. 54 La Sfida nella Misurazione Storicamente, le soluzioni per la misurazione e gli strumenti di analisi sono stati in grado di fornire rilevazioni solo per singola tipologia di dispositivo (PC, Smartphone eTablet), senza riuscire a fornire una visione completa a livello di attività del singolo utente.
  • 55. © comScore, Inc. Proprietary. 55 La soluzione comScore: la vista Multi-Platform La metodologia Multi Platform di comScore offre insight sulla sovrapposizione delle audience tra i diversi dispositivi. Le entità completamente taggate beneficiano degli accessi da tablet e smartphone.
  • 56. © comScore, Inc. Proprietary. 56 Come funziona il sistema Panel Tagged Metodologia Unificata collaudata Dynamic Panel Sovrapposizione tra dispositivi Multi-Platform osservata nel Census Tag network La nostra metodologia Unificata combina le informazioni provenienti dal tag con i dati del nostro panel online, permettendo una misurazione deduplicata e più accurata, anche su piccole entità e cross dispositivo.
  • 57. © comScore, Inc. Proprietary. 57 Evoluzione della Piattaforma: Mobile Metrix e Multiplatform BROWSING VIDEO MMX Mobile Metrix* VIDEO METRIX ** MMX MULTI-PLATFORM
  • 58. © comScore, Inc. Proprietary. 58 Impatto sulla Reportistica Le property Mobile che non sono taggate non saranno riportate nella Interfaccia comScore. NO TAGS FULLY TAGGED ✔ ✔ ✔ ✔✔ UNIFIED ✔✔ UNIFIED ✔ CENSUS ONLY ✔✔ UNIFIED R&D ✔ CENSUS ONLY R&D ✔ CENSUS ONLY ✔ CENSUS ONLY
  • 59. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 59 USA UK Spagna comScore è leader nella misurazione multipiattaforma a livello mondiale…
  • 60. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 60 UK Spagna …e anche in Italia sarà rilasciata la misurazione multipiattaforma Italia USA
  • 61. © comScore, Inc. Proprietary. 61 Anticipazione di alcune schermate significative MMX MULTI-PLATFORM MOBILE METRIX Spagna
  • 62. © comScore, Inc. Proprietary. 62 Prossimi passi: Iniziate subito a Taggare Siamo a disposizione per ulteriori informazioni, esiste anche una piattaforma dedicate al tagging in modalità self-service: http://direct.comscore.com/
  • 63. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Grazie! Invieremo questa presentazione per email nei prossimi giorni Milano, 10 aprile 2014 Fabrizio Angelini, CEO di Sensemarkers che rappresenta in esclusiva comScore in Italia