Measuring data across screens, channels and emerging technologies can provide clues into the future of digital media management and attribution. This knowledge will fuel growth in online search marketing even more than the abundance of bits and bytes. Understanding the latest research and techniques for measuring and analyzing data - as well as acting on these insights - will become the key to success. ComScore's Eli Goodman analyzes the evolution of digital media measurement to help us understand and identify metrics for the future. Keynote: Eli Goodman, Media Evangelist, comScore, Inc.

1. Entering the Brave New
Digital World
A Manifesto for the Future of Digital Media and Analytics
Eli Goodman, Media Evangelist | December 14, 2012
@LosBuenos
© comScore, Inc. Proprietary.

2. comScore 2 Million Person Global Panel
Comprehensive View of Digital Consumer Behavior
Online
Advertising
Website
Video
Visitation
PC
TV
Gamin Server
g
E-
Search
Commerce
Smart
phone POS
Tablet
Online Demo-
Behavioral graphic
Profiles Profiles
 2

3. Nearly 15% of all web traffic now occurs beyond PCs

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4. This is a PROBLEM
PC/Mac Tablet Gaming TV Smartphone
And an OPPORTUNITY
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 4 4

5. 10 Principles for the Future of
Digital Media Measurement &
Analytics
©© comScore, Inc. Proprietary.
comScore, Inc. Proprietary. 5

6. 1. All media – including TV – are going digital;
measurement must follow the same page
 Issue: Traditional media measurement methods (i.e.
panels) are insufficient
 Solution: Census data holds the key to multi–platform
audience overlap
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7. 2. Measurement must translate from pixels to people
 Issue: People buy things. Screens do not buy things
 Solution: Census data alone will not do. Panels are
required to define populations
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8. 3. Multi-Platform measurement must integrate
census data sources to deliver reporting at big
data scale
Issue: Solution:
Scale: - Broad media
behaviors are not
Fragmentation enough
requires depth of
- Granularity is
sample required to make
multi-platform
reporting work
© comScore, Inc. Proprietary. 8

9. 4. Holistic reporting should provide a unified, platform-
agnostic view of consumer behavior
Issue: Consumers don’t focus on the
device they use to consume content. They
focus on the content
Solution: Device-specific measurement
will still exist, but will be a subset of de-
duplicated measurement across all
platforms/devices. This will be the
currency in the future
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10. 5. Viewable impressions are the standard needed for true cross-media
comparability
Issue Solution
TV advertising has an Viewable impression
“opportunity to see” standards are based on the
standard, which is agreed same “opportunity to see”
upon and accepted by the principle, helping to align
industry. Digital doesn’t yet TV and digital and to create
have this standard. apples-to-apples
comparability
© comScore, Inc. Proprietary. 10

11. 6. Common metrics should be used to facilitate multi-
platform planning and optimization
Issue: Impressions and clicks define online campaign
measurement but are imperfect metrics
 Solution: Evolving metrics, such as view-through, ad
hover and engagement time drive significantly higher
correlation rates to campaign effectiveness than CTRs
© comScore, Inc. Proprietary. 11

12. 7. Measurement of ad effectiveness should use metrics
that matter, not just those that are easy to measure
Issue: Lack of consistent metrics fuels
the operational divide between traditional
and digital teams
Solution:
- Demos, R/F, and GRPs should be the
backbone of cross-media strategy
- Additional metrics, such as validated
impressions and behavioral
impressions, should then help with the
targeting techniques required by different
platforms
© comScore, Inc. Proprietary. 12

13. 8. End-to-end advertising analytics should speak
the same language
Issue: Effective campaign management requires simplicity
and seamlessness, but this almost never happens
 Solution: Single ad tags need to be used across all platforms
so that pre-campaign planning, in-flight optimization, and
post-campaign evaluation can flow together
© comScore, Inc. Proprietary. 13

14. 9. Measurement must evolve toward real-time – and eventually
predictive – analytics
Issue Solution
Past is prologue, but only Real-time analytics offer
to a point greater in-flight
optimization opportunities
to reduce waste and
maximize value. We will
also evolve towards greater
use of accurate predictive
analytics to improve
optimizations
© comScore, Inc. Proprietary. 14

15. 10. Data should have a common global
framework, but provide local insight
Solution:
Issue:
Analytics
Companies are providers will
global, but continue their
(our) push to
standards are address this for
local you, so keep this
in mind as you
plan global
campaigns
© comScore, Inc. Proprietary. 15

16. Thank You
To download the whitepaper please visit www.comscore.com/Insights/Blog
www.comscore.com
Eli Goodman, Media Evangelist
http://www.facebook.com/comscoreinc
egoodman@comScore.com
@comScore
@LosBuenos
© comScore, Inc. Proprietary.