Going Beyond Hybrid - Measurement of Digital Consumption in a Multi-Screen World is a presentation by Hannu Verkasalo, CEO of Verto Analytics. The presentation talks about the challenges and solutions for measuring digital consumption in a multi-screen world. It was presented at asi's 2014 European Radio & Television Symposia in Madrid on November 22, 2014.

1. - GOING BEYOND HYBRID
MEASUREMENT OF DIGITAL CONSUMPTION IN A MULTI-SCREEN WORLD
asi Madrid, 2014

2. “Marketers are facing a dilemma: they
aren’t sure what is working and they are
feeling underequipped to meet the
challenges of digital. They are having a
tough time keeping up with the pace of
change in the industry. “
Ann Lewnes, CMO, Adobe

3. MEASUREMENT CHALLENGES
92% OWN AT LEAST TWO
OR MORE SMART DEVICES 73% OWN THREE OR MORE
SMART DEVICES
55% OWN
FOUR OR
MORE
SMART
DEVICES!
SURVEYS ESTIMATES
! Limited by
sample size
! Limited by
frequency
! Limited to
respondent
declarations
ANALYTICS PANELS
! Unconnected to
demographics
! Single-player
coverage, by
definition
! Unavailable as
syndicated data
! Unconnected to
demographics
! Black-box methods
! Varying frequency &
accuracy
! Coverage limited by
meter architecture
! Demographically
representative, but
behaviorally?
! Limited sample size,
limited coverage
Source: 2014 by Verto Analytics
CURRENT RESEARCH METHODS DO NOT WORK:

4. TODAY’S MEDIA WORLD FACES 3 MAJOR TRANSFORMATIONS

5. 1. FAST GROWING NUMBER OF DEVICES & METHODS TO CONSUME CONTENT
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2%
9%
18%
13%
21%
33%
30%
42%
59%
94%
PC
Smartphone
Tablet
Cell Phone
Game Console
Portable Media Player
Smart TV
Streaming Media Player
eReader
Wearable Computer
Reach (%)
Source: Verto Analytics Inc. Measurement Data
Time Period: September 2014
Country: United States
Target: US online users

6. 1. FAST GROWING NUMBER OF DEVICES & METHODS TO CONSUME CONTENT
35%
30%
25%
20%
15%
10%
5%
0%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
% of Internet users
Number of all devices owned
US UK
Source: Verto Analytics Inc. Measurement Data
Time Period: September 2014
Country: United States, United Kingdom

7. 2. SHIFT FROM ONE-TO-MANY WORLD ..
VIDEO PRINT WEB
Retail Subscription

8. ... TO THE MANY-TO-MANY WORLD
VIDEO
Video Game
Console
PC Smartphone Tablet
PRINT
Retail Subscription
PC Smart
phone
Video
Game
Console
PC Smart
phone
Video
Game
Console
Tablet
WEB
Tablet

9. 2. SHIFT FROM ONE-TO-MANY TO THE MANY-TO-MANY WORLD

10. 3. COMPETING FOR ENGAGEMENT WITH INCREASING NUMBER OF SERVICE PROVIDERS

11. WHY CURRENT HYBRID APPROACHES FACE CHALLENGES
1. What devices and media you should measure? How to obtain comparable metrics across all the
devices and content?
2. How to measure all media exposure of a given consumer? How to avoid the problems of
duplication when calculating net reach? How to avoid the shortcomings of modeling & fusion?
3. How to project to the market? What is the right market?
4. What are the best data sources to measure the market? How to obtain a truly holistic census-level
view of the market?

12. VERTO 360°

13. VERTO MONITOR: INTEGRATED MEASUREMENT DATA AND INSIGHTS

14. KEY QUESTIONS
DATA
• What type of data is being collected? Survey? Census-level web analytics? Census-level
campaign analytics? Panel-based passive measurement? Econometrically modeled information?
SCOPE
• What type of consumer behavior or attitudes are covered by the research?
• What subjects, media or behavior is absent from data collection?
TECHNICAL CONSTRAINTS
• What are the inherent limitations of the data collected?
• Does the web analytics data have limited demographics? Does the panel-based passive
measurement not cover app usage?

15. KEY QUESTIONS
INHERENT BIASES
• What are the inherent biases of the data collection method?
DEPTH OF COVERAGE
• Given the scope covered by the data, how deep does the coverage go?
• What level of granularity and detail does the data offer you?
MITIGATION
• What methods (if any) does the research use to offset or mitigate its technical constraints and
inherent biases?

16. CONTACT
Hannu Verkasalo, CEO
hannu.verkasalo@vertoanalytics.com
+1 347 223 1856
www.vertoanalytics.com