More Related Content Similar to Joan FitzGerald at the Video Insider Summit Similar to Joan FitzGerald at the Video Insider Summit (20) 1. From TV to Total Video: The New
Multi-Platform Consumer
MediaPost Video Insider Summit
Joan FitzGerald, SVP TV and Cross-Media Services
comScore
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
2. “Ad buyers and sellers are starting to take the rules they
learned from the digital universe … and apply that to TV”
© comScore, Inc. Proprietary. 2
Forbes 9-12-14
3. The Brave New Digital World: Adoption of Smartphones & Tablets
has dramatically changed the digital media landscape
172 MILLION +22%
© comScore, Inc. Proprietary. 3
200,000,000
180,000,000
160,000,000
140,000,000
120,000,000
100,000,000
80,000,000
60,000,000
40,000,000
20,000,000
0
Number of Device Owners
Number of U.S. Device Owners
(Smartphone and Tablet)
Source: comScore MobiLens/TabLens 3 month average ending June 14
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Jun-14
vs. YA
93 MILLION
+36%
vs. YA
4. Digital engagement has doubled in the past three years, led by massive
growth in mobile usage, but desktop engagement has not declined
1,159 +17%
+16%
+17%
+15%
© comScore, Inc. Proprietary. 4
Total U.S. Internet Usage in Minutes (Billions) by Platform
543
11
131
Desktop, Smartphone, and Tablet
995
124
442
143
521
+83%
+1040%
+237%
+7%
401 429 495
December 2010 December 2013 July 2014
Source: comScore Media Metrix Multi-Platform, Dec13 and Jul14
Note: Dec-2010 Smartphone and Tablet numbers are estimated based on earliest observed comScore smartphone
engagement data calibrated by number of smartphone users at that time.
5. On average, for the top 10 leading properties, 34% of monthly visitors are mobile-only
and 72% of mobile engagement relies on apps vs browser
% of Mobile Time Spent –
Browser vs. App
Source: comScore Mobile Metrix,
U.S., July 2014
© comScore, Inc. Proprietary. 5
Google Sites
Yahoo Sites
Microsoft Sites
Facebook
AOL, Inc.
Amazon Sites
Apple Inc.
Turner Digital
Twitter.com
CBS Interactive
Top 10 Properties: Total U.S. Digital Population
Unique Visitors (MM) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., July 2014
Desktop Only Desktop + Mobile Mobile Only
236
217
208
206
171
162
138
127
122
113
20%
33%
21%
9%
57%
30%
0%
41%
23%
45%
80%
67%
79%
91%
43%
70%
99%
59%
77%
55%
Browser App
Mobile = Smartphone + Tablet
Mobile app usage for Apple.com Sites includes all Apple property apps (e.g. iTunes,
Apple Maps, etc.)
Apple Sites
11%
20%
18%
27%
28%
34%
55%
39%
67%
39%
6. Strong growth in mobile app usage has propelled apps to a majority
of digital engagement at 52%, while total mobile activity is at 60%
© comScore, Inc. Proprietary. 6
65%
60%
55%
50%
45%
40%
35%
30%
Share of U.S. Digital Media Time Spent Shifts by Platform
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S.,
March 2013 - June 2014
53%
47%
60%
40%
40%
52%
Mobile
Mobile App
Desktop
7. Photo/Video Sharing and Watching TV/Video are the fastest
growing among top activities performed on mobile phones
© comScore, Inc. Proprietary. 7
45,000
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
Top 10 Activities Performed on a Mobile Phone at Least Once in a Week
Unique Visitors (000)
Source: comScore Mobilens, U.S., Jul 2014
Y/Y Growth Rate
16%
16% 15%
17%
17%
8%
36% 18% 33% 16%
8. Online video allows convenient viewing of TV content and
is an incremental audience – it’s not about avoiding ads
comScore study sought to answer: why do viewers choose to watch TV
content online?
© comScore, Inc. Proprietary. 8
̵ NOT out of ad-avoidance
̵ Main factor is convenience and time-shifting
7%
13%
25%
38%
57%
71%
Missed episode on TV
Convenience
Less ads
Like to see past episodes
Prefer the online experience
Don’t subscribe to cable/don't have a TV
9. © comScore, Inc. Proprietary. 9
comScore Cross-Platform Measurement—
Total
Video
Linear
TV
OTT
Video
Digital
Video
10. 1 A SINGLE, Unduplicated Audience Metric
2 UNIFIED Demography Across Platforms
3 HOLISTIC Accounting of All Video Viewing Behavior
4 SCALABLE Measurement of Platforms & Audiences
5 FLEXIBLE to Fit the Future of Advertising
© comScore, Inc. Proprietary. 10
5 PRINCIPLES OF
COMSCORE TOTAL VIDEO
11. Initial CIMM Cross-Media studies clarified the research
challenge
© comScore, Inc. Proprietary. 11
PANELS:
+ Demographics
+ Single-source
- Limited size
- Scaling is prohibitively
expensive
CHALLENGE:
Can we develop a methodology that
leverages the value of panels with the
scale of census measurement?
CENSUS:
+ Necessary scale
+ Globally and nationally
representative
CONFIDENTIAL
12. Mobile + PC + TV Mobile + PC + TV
© comScore, Inc. Proprietary. 12
comScore Advances Cross-Platform Measurement
PC + TV
Set Top Box
Data across
4M HHs
Multi-Screen
Phase I
5 ‘Screen’ Phase 1
2010 2011 2012
2013 2014
OTT Integration
Multi-Screen
Phase II
13. Measuring Sony Crackle Across Multiple Platforms
Requires Many Layers of Video Audience De-duplication
© comScore, Inc. Proprietary. 13
Multi-Platform
Total Digital
Desktop
Total Mobile
SmartPhone
iOS
Android
Tablet
iOS
Android
Living Room
Devices
Console
Playstation
PS3
PS4
Xbox
Xbox 360
Xbox One
Connected TV
SmartTV
LG/Samsung
Y! Widgets
Toshiba
Vizio
Roku Bravia TV Dlink
14. Digital Platforms Increased Crackle’s Audience Size by 50%
© comScore, Inc. Proprietary. 14
12.1
2.8
2.0
1.2
Incremental from Co-
Viewing
Incremental from Living
Room Devices
Incremental from Mobile
Desktop
18.0
Source: comScore Custom Research, December 2013
Sony Crackle Unique Viewers
(MM)
15. More Screens = More Time Spent on Every Device
© comScore, Inc. Proprietary. 15
47 min
51 min 55 min
4hr 19min 4hr 28min 5hr
6hr 7min
50 min
59 min
40 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
5hr 18min
6hr 50min
8hr 29min
TV Only TV +
PC/Laptop
TV +
PC/Laptop +
Mobile
TV +
PC/Laptop +
Mobile +
Tablet
Tablet
Mobile
PC/Laptop
TV
16. ESPN Daily Reach Build (Millions)
© comScore, Inc. Proprietary. 16
Exclusive Daily Reach
To take advantage of ESPN’s
total Reach, an advertiser needs
to place messages across all
platforms
Source: Project Blueprint September 2013
29.8
6.4
5.5
Men 18+
42 million total Reach
Added Reach-Radio
Added Reach-Digital
TV
+40%
17. © comScore, Inc. Proprietary. 17
ESPN Multi-Platform Users and Usage
50% 84%
4% 9%
49%
16%
30%
42%
17%
33%
Users
M18+
Usage
M18+
4+ Platforms
3 Platforms
2 Platforms
1 Platform
About half of all users during
September 2013 were multi-platform
users
However, multi-platform users did
most of the consumption
Source: Project Blueprint September 2013 (users/usage in total month)
Users% = % of total users; Usage% = % of total minutes
18. Campaign Measurement: Brand X Web and Digital Video Adds
12 Reach Points
© comScore, Inc. Proprietary.
59.2%
47.0%
19.2%
2.1%
Cross-Platform Campaign Measurement
70%
60%
50%
40%
30%
20%
10%
0%
Week
1
Week
1-2
Week
1-3
Week
1-4
Week
1-5
Week
1-6
Week
1-7
Week
1-8
Week
1-9
Week
1-10
Week
1-11
Week
1-12
Week
1-13
Week
1-14
Cross Platform Reach
Total TV
Web Online Video
12.2%
Demographic TV Reach
Incremental
Digital Reach Index
All Persons 60.0 7% 100
Men 18-34 47.0 12% 171
Men 25-54 60.0 18% 257
Men 35+ 75.0 5% 71
Women 18-34 60.0 10% 143
Women 25-54 65.0 10% 143
Women 35+ 70.0 7% 100
CONFIDENTIAL
19. Arguably the Most Important Digital Advertising Initiative To Date:
Making Measurement Make Sense (3MS) Mission
Advertisers demand improved campaign delivery
and improved reporting of ad exposure
Bolster confidence that ads delivered are actually
viewable:
© comScore, Inc. Proprietary. 19
50% of display pixels in view for at least 1 second
50% of video in view for at least 2 seconds
20. The four key aspects of all Digital Advertising that can be
improved … with viewability shining a light on non-human traffic
Targeting Viewability Brand Safety
Accuracy
© comScore, Inc. Proprietary. 20
Non-Human
Traffic
21. Average in-view rate is only 46%. Premium Publishers boast higher average in-view
rates than Ad Networks/Exchanges, with much of difference being driven
© comScore, Inc. Proprietary. 21
by NHT
22. Advertisers get huge return from increasing viewability: A 40% increase in
viewability drives a 75% increase in in-store sales lift for Kellogg’s
Sales Lift Index
In-Store Sales Lift Indexed to 100 for Less Than 50% Viewability of Impressions
Less Than 50% Viewability At Least 70% Viewability
© comScore, 40% improvement in viewability generating 75% increase in sales impact Inc. Proprietary. 22
100
175
23. Benefits for Agencies, Marketers and Publishers
Publishers & Media Brands Brands & Marketers
© comScore, Inc. Proprietary. 23
Measure your total audience – across TV, radio, PC,
smartphone and tablet
Understand incremental increase in audience as
content is delivered on multiple platforms
Uncover insights about which forms of content are
most effective on a particular channel and to which
audiences
Determine how consumption of your content varies
by demographic composition and media channel
Understand size and composition of audiences
reached for multi-screen campaigns
Use common metrics across platforms: reach,
frequency, impressions, GRPs/TRPs
Plan reach, frequency and timing of exposure
across channels to improve audience targeting and
effectiveness
Determine incremental reach gained by adding
platforms to your campaigns
Ensure quality of campaign by quantifying viewability,
targeting, NHT and brand safety
CONFIDENTIAL
24. Key Takeaways
• Consumers are embracing mobile in a big way – and it’s
changing how we think about our brands
• Consumers are building more video into their lives – building
© comScore, Inc. Proprietary. 24
advertising opportunities
• TV is still King, but it's not a zero-sum game
• Time spent viewing “TV programming” not declining but fragmenting
across devices while more devices equals more engagement
• TV content owners aggressively monetizing online video with ad
revenues. Big upside
• Tomorrow’s media research data won’t mirror the past
25. © comScore, Inc. Proprietary. 25
www.comscore.com/Total
JFitzGerald@comScore.com
Editor's Notes And, from that, we’ve developed 5 principles of cross-media measurement – that we called Total Video – and ultimately Total Media.
This approach – or philosophy states – that cross-media measurement solution must provide:
1 A SINGLE, Unduplicated Audience Metric
2 UNIFIED Demography Across Platforms
3 HOLISTIC Accounting of All Video Viewing Behavior
4 SCALABLE Measurement of Platforms & Audiences
5 FLEXIBLE to Fit the Future of Advertising
Using learnings from our R&D and these concepts, we’re developing solutions that go beyond custom applications to provide syndicated actionable insights for buyers and sellers. comScore is addressing industry demand for better cross-platform measurement solutions. By way of some background, in 2011,comScore and Arbitron, separately, did cross-platform measurement pilots for CIMM. The conclusion from the research was something interesting: the major media companies, marketers and ad agencies that are part of CIMM concluded that what was needed is a panel of the size of ….. a million. Of course, we all realized that were NEVER going to be able to afford to achieve one, huge, multi-platform consumer panel that was large enough to measure the TV and digital space.
So how do we achieve far better multi-platform measurement solutions? What do we need? We need to combine the best of panel based research with the scale of census-based research. Panels give us deep insights about individuals – and single source panels are important to ‘keep it real’. By single source, I mean that media exposure data is captured, electronically and passively, from the same people. Census measurements give us the scale for measuring the digital world – PCs, Smartphones, Tablets, Smart TVs. We have census measurements, and we have panels. We need to get smarter about how we put them together.
Sony’s Online Video Network
The only freely accessible premium entertainment network with Hollywood MOVIES, award-winning TV SHOWS and bold new ORIGINAL SERIES
Audience de-duplication must occur at multiple levels to produce a single unduplicated audience metric
Additional devices were associated with more TV viewing. The addition of mobile did not eat into time spent following the Games on PCs.
Similarly, the addition of tablets was basically additive to all the other devices. We can dissect that reach and find that in the average day the exclusive audiences to ESPN’s digital and radio media increases the reach of ESPN TV by 40%. Important insight for an advertiser that needs to extend reach to men on a timely basis. And while half of all users in September were multiplatform users, they represented 84% of the time spent with ESPN media – basically accounting for most of the impressions we generate. For more information, visit www.comscore.com
