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@comScore   @DigitalPhilip 1 #IDSD (2012)




                           source: comScore 2012
@comScore                                      @DigitalPhilip 2 #IDSD (2012)

U.S. Mobile Phone Install Base




                                 source: comScore MobiLens, 3 Month Average ending April 2012
@comScore         @DigitalPhilip 5 #IDSD (2012)




            source: comScore MobiLens, 3 QFC Bellevue Washington
                                source: months ending July 2011
insurance services      4.5%
                   stock trading    4.7%          U.S. Smartphone
      men's magazine content        5.3%          Browser Activity
          automotive services        5.5%
                     horoscopes      5.5%
                Home/Lifestyle       6.1%
                  dating service      7.3%
             real estate listings     7.4%
                   travel service     7.5%
kids and family entertainment          7.7%
         Beauty/Fashion/Style          7.7%
 adult entertainment services          8.5%
              comics or humor           9.0%
              television guides         9.4%
                  traffic reports       9.6%
               shopping guides           9.8%
            health information           9.8%
          electronic payments            10.1%
           gaming information            10.4%
                     credit cards         10.9%
                    auction sites         10.9%
@comScore                 job listings   11.0%      @DigitalPhilip 7 #IDSD (2012)
         Food/Recipes/Cooking Tips       11.3%
                                                            U.S. Smartphone
                business directories      12.2%
                         online retail     14.0%
                                                            Browser Activity
                           classifieds      15.1%
             restaurant information          15.9%
                                maps          16.9%
                      bank accounts           17.0%
      stock quotes or financial news          17.2%
                 movie information            17.5%
      photo or video sharing service           18.7%
                           tech news           19.0%
                  general reference              21.0%
                 sports information                23.7%
                             weather                25.2%
               entertainment news                   25.8%
                                 news                    33.0%
                  social networking                       34.2%
                               search                               47.7%


                                             source: comScore MobiLens, 3 months ending April 2012
@comScore                                       @DigitalPhilip 8 #IDSD (2012)




        100% of Smartphone Platforms
        - 1%, Symbian
        - 1%, Palm
        - 4%, Microsoft
        - 12%, RIM

        - 51%, Google

       31%, Apple

                                  source: comScore MobiLens, 3 Month3 months ending April 2011
                                           source: comScore MobiLens, Average ending July 2012
@comScore                          @DigitalPhilip 9 #IDSD (2012)

Nokia Lumia 900




                  *http://techcrunch.com/2012/01/12/eyes-on-the-nokia-lumia-900/
                             source: comScore MobiLens, 3 months ending July 2011
@comScore                                        @DigitalPhilip 10 #IDSD (2012)


U.S. Mobile Phone Purchasing Trend




                                     source: comScore MobiLens, 3 Month3 months ending April 2011
                                              source: comScore MobiLens, Average ending July 2012
100%
US Internet traffic




                 source: comScore Device Essentials March 2012
90%
US Internet traffic comes from PC/MAC:


 77% US Internet traffic from Windows                       PC

 13% US Internet traffic comes from Mac
                            source: comScore Device Essentials March 2012
100%
US Internet traffic




                 source: comScore Device Essentials March 2012
10%
US Internet traffic comes from Non-PCs:


 5.8%
   SmartPhones
   from


 3.4%
   Tablets
   from
                          source: comScore Device Essentials April 2012
@comScore        @DigitalPhilip 15 #IDSD (2012)


                 37 million
                 December 2011




 8 million
 December 2010




                          source: comScore Device Essentials
@comScore               @DigitalPhilip 16 #IDSD (2012)


 
 
 
  
 
  
 
  
 
  
 
 
 
  
 
       source: comScore MobiLens, 3 Month Average ending April 2012
@comScore                      @DigitalPhilip 17 #IDSD (2012)




                                                Tablets
                                                            rule our
              PCs                                           evenings
               rule our
               workdays




Smartphones
   rule our
   mornings




  12:00 am     8:00 am                           6:00 pm
                          source: comScore MobiLens, comScore ending July 2011
                                             source: 3 months Custom Analytics
@comScore                    @DigitalPhilip 18 #IDSD (2012)




  Smartphone   PC/MAC      Tablet                             Gaming




                        source: comScore MobiLens, 3 months ending July 2011
                                                      source: comScore 2012
@comScore                                    @DigitalPhilip 19 #IDSD (2012)

     Comcast Video Subscriber Loss
     2009
     2009       2010
                 2010        2011
                             2011




                             -500,000
      -600,000

                 -800,000




                                        source: Comcast 10-k filings 2008, 2009, 2010, and 2011
In April 2012


187,362,000
Americans watched
                                 39%

46,326,976,000
online videos!




                    source: comScore Video Metrix
@comScore   @DigitalPhilip 21 #IDSD (2012)




                            source: comScore 2012
@comScore




            1.8h     2.4h       3.6h                    6.3h

            AOL    Microsoft   Yahoo!               Facebook
                                source: comScore Media Metrix, April 2012
@comScore                                @DigitalPhilip 23 #IDSD (2012)

Online minutes


  f
   1 out of 8 are spent on Facebook

Social Networking Minutes


   f        f      f
   3 out of 4 are spent on Facebook

                                                                           f
                                source: comScore Media Metrix (Total Minutes US) May 2012
                                     source: comScore MobiLens, 3 months ending July 2011
@comScore                              @DigitalPhilip 24 #IDSD (2012)



       Smartphone owners




                           source: comScore MobiLens, 3 Month3 months ending April 2011
                                    source: comScore MobiLens, Average ending July 2012
@comScore                                     @DigitalPhilip 25 #IDSD (2012)


Publisher Share of Display Ad Impressions


   60%
other

                          f      22%
                                  Facebook

                                11%
                                Yahoo!

                          4%
                     4% Microsoft
                    2%
                     Google
                   AOL
                                         source: comScore MobiLens, 3 months ending April 2011
                                                    source: comScore Ad Metrix, U.S., July 2012
@comScore   @DigitalPhilip 26 #IDSD (2012)




              Photocredit: Christian Bale in American Psycho
@comScore   @DigitalPhilip 29 #IDSD (2012)




                            source: comScore 2012
@comScore                                         @DigitalPhilip 30 #IDSD (2012)


                                                         Unique Visitors
                                                         20 million
                                                            May 2012




       Unique Visitors
       1/ million
         2
           May 2011

    source: comScore Media Metrix, January 2011
@comScore                                       @DigitalPhilip 31 #SMTravel12




               65%                                             35%




    source: comScore Media Metrix, April 2012
       65%
          12-17                        6%
                                                        
                                                        35%


          18-24                                  18%

          25-34                                   25%

          35-44                                   20%

          45-54                                  18%

          55-64                             9%

             65+                  4%
source: comScore Media Metrix, April 2012
        65%                                               
                                                                 35%
    Under $25K                                 12%

 25,000 - 39,999                                 14%

 40,000 - 59,999                                           21%

 60,000 - 74,999                               11%

 75,000 - 99,999                                     16%

100,000 or more                                            26%

   source: comScore Media Metrix, April 2012
@comScore   @DigitalPhilip 34 #IDSD (2012)




                            source: comScore 2012
@comScore                     @DigitalPhilip 35 #IDSD (2012)




     Advertiser   Publisher       Agency




                                       source: AT&T Year End Filings 2010
@comScore   @DigitalPhilip 36 #IDSD (2012)




                     source: AT&T Year End Filings 2010
Does an ad
that nobody sees
make animpact?
Does an ad delivered to the wrong audience
make an
        impact?
Reliance on
Unverified Server Reports &
Cookie Demographics


Does
Making
Not
Measurement
Make
Sense
           3MS, the Internet Advertising Bureau’s (IAB)
           Five Guiding Principles for Digital Measurement
                        http://www.iab.net/insights_research/mmms/mmms_guidelines

                   © comScore, Inc. Proprietary and Confidential.   39
#1 Viewable
Move to a “viewable impressions” standard.



#2 Delivered         On Audience
Online advertising must switch to currency-based on
audience impressions, not gross ad impressions.
Don’t just count impressions served,
count and optimize for impressions
that had a chance to make a real impact:

                Validated Impressions

                    in-view
                    target audience
                    target geography
                    brand safe
                    not fraudulent
vCE charter Study


18
campaigns

380,898
sites

1,772,117,123
impressions
                    Allstate
comScore vCE charter study results

       in-view rates across top 500 publishers
       Sites
                                                          7 % in-view

           98% in-view                   69% in-view
         ?                           ?                  ?
       best                     average                worst


    On average only 69% of ads where in-view, meaning
    3 out of 10 are never seen.
                                                         source: comScore vCE charter study
comScore vCE charter study results
       in-view rate value impact example


 CPM Imp     Cost Value
 $3 x 60mm = $180k x 98% = $176.4k
                             $3.6k
                                     x 69% = $124.2k
                                              $55.8k
                                     x 7% =    $12.6k
                                              $167.4k
In this example, on average
$55,800 goes to waste.
comScore vCE charter study results
         in-view rate value impact example

Brand X: 88 million Impressions
source: comScore AdMetrix, 01-2012 to 04-2012
                                                Lost Impact
100%                                                     0


98%                                              1,770,660

69%                                             27,445,230

   7%                                            82,335,690
Placing ads above-the-fold does not guarantee visibility.
Above-the-fold in-view rates
ranged from 48% to 96%.




                                             source: comScore vCE charter study
Some remnant inventory might actually be premium.
Below-the-fold in-view
ranged from 3% to 67%.




                                          source: comScore vCE charter study
On average, online display ads are
in-view for 15.6 seconds!!
(which makes them comparable to TV ads)




                                          source: comScore vCE charter study
comScore vCE charter study results
       target audience cookie issues




  demographic cookie       accuracy
        ranged from        14% to 96%!!   source: comScore vCE charter study
comScore vCE charter study results
       target geography hit rate




                                     On average across campaigns
                                     4% missed the
                                     target geography.


                                                       source: comScore vCE charter study
comScore vCE charter study results
       brand safety: example




In this example, on average advertisers
overpay $55,800!!
comScore vCE charter study results
       brand safety: delivery complexity
       delivery
  START
                                                  AD EXCHANGE



             AD SERVER

                                                      AD NETWORK

                                     AD NETWORK




14   out of 17 campaigns had impressions
    PUBLISHER

served next to inappropriate content.
                 PUBLISHER’S FRIEND WHO
                 BORROWED THE AD TAGS




                                                         source: comScore vCE charter study
comScore vCE charter study results
       not fraudulent



        By placing     1 pixel    on the users screen
        hundreds of ads can load and counted as delivered,
        without ever been seen.
Impressions that had a chance to make a
real impact!


                Validated Impressions

                    in-view
                    target audience
                    target geography
                    brand safe
                    not fraudulent
Impact on Performance


             
              Buyers
                                     = 20%
                                       33%

                                conversion rate
People exposed to served ad ad impressions
                  validated impressions
Success measurement based on served impressions
understates attitudinal
and behavioral impact.
@comScore                       @DigitalPhilip 56 #IDSD (2012)




 Don’t just count
 impressions served,
        but count and optimize for impressions
        that have a chance to
                     make a real impact.




                                     Source: comScore vCE Charter Study 2012
@comScore   @DigitalPhilip 57 #IDSD (2012)




                            source: comScore 2012

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Reaching Customers in a Social Media/ Multi-Device World at #IDSD (2012)

  • 1. @comScore @DigitalPhilip 1 #IDSD (2012) source: comScore 2012
  • 2. @comScore @DigitalPhilip 2 #IDSD (2012) U.S. Mobile Phone Install Base source: comScore MobiLens, 3 Month Average ending April 2012
  • 3.
  • 4.
  • 5. @comScore @DigitalPhilip 5 #IDSD (2012) source: comScore MobiLens, 3 QFC Bellevue Washington source: months ending July 2011
  • 6. insurance services 4.5% stock trading 4.7% U.S. Smartphone men's magazine content 5.3% Browser Activity automotive services 5.5% horoscopes 5.5% Home/Lifestyle 6.1% dating service 7.3% real estate listings 7.4% travel service 7.5% kids and family entertainment 7.7% Beauty/Fashion/Style 7.7% adult entertainment services 8.5% comics or humor 9.0% television guides 9.4% traffic reports 9.6% shopping guides 9.8% health information 9.8% electronic payments 10.1% gaming information 10.4% credit cards 10.9% auction sites 10.9%
  • 7. @comScore job listings 11.0% @DigitalPhilip 7 #IDSD (2012) Food/Recipes/Cooking Tips 11.3% U.S. Smartphone business directories 12.2% online retail 14.0% Browser Activity classifieds 15.1% restaurant information 15.9% maps 16.9% bank accounts 17.0% stock quotes or financial news 17.2% movie information 17.5% photo or video sharing service 18.7% tech news 19.0% general reference 21.0% sports information 23.7% weather 25.2% entertainment news 25.8% news 33.0% social networking 34.2% search 47.7% source: comScore MobiLens, 3 months ending April 2012
  • 8. @comScore @DigitalPhilip 8 #IDSD (2012) 100% of Smartphone Platforms - 1%, Symbian - 1%, Palm - 4%, Microsoft - 12%, RIM - 51%, Google 31%, Apple source: comScore MobiLens, 3 Month3 months ending April 2011 source: comScore MobiLens, Average ending July 2012
  • 9. @comScore @DigitalPhilip 9 #IDSD (2012) Nokia Lumia 900 *http://techcrunch.com/2012/01/12/eyes-on-the-nokia-lumia-900/ source: comScore MobiLens, 3 months ending July 2011
  • 10. @comScore @DigitalPhilip 10 #IDSD (2012) U.S. Mobile Phone Purchasing Trend source: comScore MobiLens, 3 Month3 months ending April 2011 source: comScore MobiLens, Average ending July 2012
  • 11. 100% US Internet traffic source: comScore Device Essentials March 2012
  • 12. 90% US Internet traffic comes from PC/MAC: 77% US Internet traffic from Windows PC 13% US Internet traffic comes from Mac source: comScore Device Essentials March 2012
  • 13. 100% US Internet traffic source: comScore Device Essentials March 2012
  • 14. 10% US Internet traffic comes from Non-PCs: 5.8% SmartPhones from 3.4% Tablets from source: comScore Device Essentials April 2012
  • 15. @comScore @DigitalPhilip 15 #IDSD (2012) 37 million December 2011 8 million December 2010 source: comScore Device Essentials
  • 16. @comScore @DigitalPhilip 16 #IDSD (2012)                 source: comScore MobiLens, 3 Month Average ending April 2012
  • 17. @comScore @DigitalPhilip 17 #IDSD (2012) Tablets rule our PCs evenings rule our workdays Smartphones rule our mornings 12:00 am 8:00 am 6:00 pm source: comScore MobiLens, comScore ending July 2011 source: 3 months Custom Analytics
  • 18. @comScore @DigitalPhilip 18 #IDSD (2012) Smartphone PC/MAC Tablet Gaming source: comScore MobiLens, 3 months ending July 2011 source: comScore 2012
  • 19. @comScore @DigitalPhilip 19 #IDSD (2012) Comcast Video Subscriber Loss 2009 2009 2010 2010 2011 2011 -500,000 -600,000 -800,000 source: Comcast 10-k filings 2008, 2009, 2010, and 2011
  • 20. In April 2012 187,362,000 Americans watched 39% 46,326,976,000 online videos! source: comScore Video Metrix
  • 21. @comScore @DigitalPhilip 21 #IDSD (2012) source: comScore 2012
  • 22. @comScore 1.8h 2.4h 3.6h 6.3h AOL Microsoft Yahoo! Facebook source: comScore Media Metrix, April 2012
  • 23. @comScore @DigitalPhilip 23 #IDSD (2012) Online minutes f 1 out of 8 are spent on Facebook Social Networking Minutes f f f 3 out of 4 are spent on Facebook f source: comScore Media Metrix (Total Minutes US) May 2012 source: comScore MobiLens, 3 months ending July 2011
  • 24. @comScore @DigitalPhilip 24 #IDSD (2012) Smartphone owners source: comScore MobiLens, 3 Month3 months ending April 2011 source: comScore MobiLens, Average ending July 2012
  • 25. @comScore @DigitalPhilip 25 #IDSD (2012) Publisher Share of Display Ad Impressions 60% other f 22% Facebook  11% Yahoo! 4% 4% Microsoft 2% Google AOL source: comScore MobiLens, 3 months ending April 2011 source: comScore Ad Metrix, U.S., July 2012
  • 26. @comScore @DigitalPhilip 26 #IDSD (2012) Photocredit: Christian Bale in American Psycho
  • 27.
  • 28.
  • 29. @comScore @DigitalPhilip 29 #IDSD (2012) source: comScore 2012
  • 30. @comScore @DigitalPhilip 30 #IDSD (2012) Unique Visitors 20 million May 2012 Unique Visitors 1/ million 2 May 2011 source: comScore Media Metrix, January 2011
  • 31. @comScore @DigitalPhilip 31 #SMTravel12  65%  35% source: comScore Media Metrix, April 2012
  • 32. 65% 12-17 6%  35% 18-24 18% 25-34 25% 35-44 20% 45-54 18% 55-64 9% 65+ 4% source: comScore Media Metrix, April 2012
  • 33. 65%  35% Under $25K 12% 25,000 - 39,999 14% 40,000 - 59,999 21% 60,000 - 74,999 11% 75,000 - 99,999 16% 100,000 or more 26% source: comScore Media Metrix, April 2012
  • 34. @comScore @DigitalPhilip 34 #IDSD (2012) source: comScore 2012
  • 35. @comScore @DigitalPhilip 35 #IDSD (2012) Advertiser Publisher Agency source: AT&T Year End Filings 2010
  • 36. @comScore @DigitalPhilip 36 #IDSD (2012) source: AT&T Year End Filings 2010
  • 37. Does an ad that nobody sees make animpact?
  • 38. Does an ad delivered to the wrong audience make an impact?
  • 39. Reliance on Unverified Server Reports & Cookie Demographics Does Making Not Measurement Make Sense 3MS, the Internet Advertising Bureau’s (IAB) Five Guiding Principles for Digital Measurement http://www.iab.net/insights_research/mmms/mmms_guidelines © comScore, Inc. Proprietary and Confidential. 39
  • 40. #1 Viewable Move to a “viewable impressions” standard. #2 Delivered On Audience Online advertising must switch to currency-based on audience impressions, not gross ad impressions.
  • 41. Don’t just count impressions served, count and optimize for impressions that had a chance to make a real impact: Validated Impressions in-view target audience target geography brand safe not fraudulent
  • 43. comScore vCE charter study results in-view rates across top 500 publishers Sites 7 % in-view 98% in-view 69% in-view ? ? ? best average worst On average only 69% of ads where in-view, meaning 3 out of 10 are never seen. source: comScore vCE charter study
  • 44. comScore vCE charter study results in-view rate value impact example CPM Imp Cost Value $3 x 60mm = $180k x 98% = $176.4k $3.6k x 69% = $124.2k $55.8k x 7% = $12.6k $167.4k In this example, on average $55,800 goes to waste.
  • 45. comScore vCE charter study results in-view rate value impact example Brand X: 88 million Impressions source: comScore AdMetrix, 01-2012 to 04-2012 Lost Impact 100% 0 98% 1,770,660 69% 27,445,230 7% 82,335,690
  • 46. Placing ads above-the-fold does not guarantee visibility. Above-the-fold in-view rates ranged from 48% to 96%. source: comScore vCE charter study
  • 47. Some remnant inventory might actually be premium. Below-the-fold in-view ranged from 3% to 67%. source: comScore vCE charter study
  • 48. On average, online display ads are in-view for 15.6 seconds!! (which makes them comparable to TV ads) source: comScore vCE charter study
  • 49. comScore vCE charter study results target audience cookie issues demographic cookie accuracy ranged from 14% to 96%!! source: comScore vCE charter study
  • 50. comScore vCE charter study results target geography hit rate On average across campaigns 4% missed the target geography. source: comScore vCE charter study
  • 51. comScore vCE charter study results brand safety: example In this example, on average advertisers overpay $55,800!!
  • 52. comScore vCE charter study results brand safety: delivery complexity delivery START AD EXCHANGE AD SERVER AD NETWORK AD NETWORK 14 out of 17 campaigns had impressions PUBLISHER served next to inappropriate content. PUBLISHER’S FRIEND WHO BORROWED THE AD TAGS source: comScore vCE charter study
  • 53. comScore vCE charter study results not fraudulent By placing 1 pixel on the users screen hundreds of ads can load and counted as delivered, without ever been seen.
  • 54. Impressions that had a chance to make a real impact! Validated Impressions in-view target audience target geography brand safe not fraudulent
  • 55. Impact on Performance  Buyers = 20% 33%   conversion rate People exposed to served ad ad impressions validated impressions Success measurement based on served impressions understates attitudinal and behavioral impact.
  • 56. @comScore @DigitalPhilip 56 #IDSD (2012) Don’t just count impressions served, but count and optimize for impressions that have a chance to make a real impact. Source: comScore vCE Charter Study 2012
  • 57. @comScore @DigitalPhilip 57 #IDSD (2012) source: comScore 2012