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Putting the future_in_focus
- 1. Putting the Future in Focus
Advertising Week Europe 2013
Analytics for the Digital World
Mike Shaw
VP Sales, Media
21st March, 2013
© comScore, Inc. Proprietary.
- 3. Ads should be seen, and
sometimes heard…
but definitely seen
Analytics for the Digital World
© comScore, Inc. Proprietary.
- 4. 3MS Initiative
• #1 - Shift from a “served” to a “viewable” impression standard
• #2 - Introduce an online Gross Ratings Point metric, providing reach and
frequency reporting of viewable impressions
• #3 - Implement a classification system and taxonomy for banner, rich media and
streaming video ads
• #4 - Define, standardize and accredit metrics for view-through reporting and
cumulative social activity
• #5 - Establish standards and vendor accreditation to improve the methodology for
online brand attitudinal studies
© comScore, Inc. Proprietary. 4
- 5. Leading Global Brand Advertisers Participated
North America Europe Asia Pacific
Allstate
Not an exhaustive list. Includes advertisers currently working with comScore
© comScore, Inc. Proprietary. vCE who have agreed to be named publicly.
- 6. In-View Rates from Charter Studies
US CA EU AsiaPac
69% 65% 67% 58%
AVERAGE AVERAGE AVERAGE AVERAGE
Campaign In-view ad rates ranged from:
US 55% to 93% EU 64% to 72% CA 56% to 74% AsiaPac 20% to 73%
© comScore, Inc. Proprietary. Source: comScore vCE Charter Study
- 7. Digital Ad Economics:
The Good Guys Aren’t Necessarily Winning
Low correlation of In-View Rates & CPM
R²=0.0373
An equally as weak correlation was also observed between CPM and
ability to hit a primary demographic target
© comScore, Inc. Proprietary. Source: comScore vCE Charter Study
- 8. Validated Impression Measurement
All in a Single Tool
Comprehensive measurement enables truly A single tag enables unduplicated measurement
validated impression accounting across key dimensions
in-view
correct geography
brand safety
non-human traffic
target audience
© comScore, Inc. Proprietary. 8
- 9. Visibility measures now part of Kellogg’s KPI analysis
Avg.
Impressions Impressions % In View
Frequency
Targeting Index % on Target Total Campaign Total Campaign
Campaign Total 116 30.3% 3.1 72%
Publisher 1 76 19.9% 3.9 67%
Publisher 2 94 24.7% 1.9 64%
Publisher 3 93 24.5% 2 74%
Publisher 4 147 38.6% 7.8 70%
Publisher 5 191 50.0% 2.4 87%
© comScore, Inc. Proprietary.
- 10. Where Kellogg’s Are Going:
Building a foundation and moving toward near real-time
decision making and optimisation
Near-Time
Decisions and
Optimisation
Cost per
Effective
Advertising Audience
Effectiveness Impression LONG-TERM:
Insights
Cross-Media
Online measurement and
Audience
Delivery optimization
Insights
2011 2012 2013
© comScore, Inc. Proprietary.
- 11. Is Kellogg’s Strategy Working?
The early results say ABSOLUTELY
ROI results from Brand Market Mix Models
Brand 1 ROI Brand 2 ROI
6x
5X 3X
2X
ROI ROI
Year 1 Year 2 1H 2011 Year 1 Year 2 1H 2011
© comScore, Inc. Proprietary.
- 12. Brand Advertising Adoption
"For us, clicks aren't indicative of success.
We're actively trying to figure out what other
real-time signals we can find that show that our
message has broken through. Things like
dwell-time, and viewability are some”.
- Bob Arnold, Global Digital Strategy Director, Kellogg’s
© comScore, Inc. Proprietary. 12
- 13. Additional Resources
• Changing How the World Sees Digital Advertising:
http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Cha
nging_How_the_World_Sees_Digital_Advertising
• 3MS Site: http://www.iab.net/mmms
• MRC accreditation overview for campaign validation:
http://www.comscore.com/Insights/Press_Releases/2012/8/comScore_vCE_Re
ceives_MRC_Accreditation_for_Online_Campaign_Validation
• Kellogg’s brand advertiser case study:
http://www.comscore.com/Insights/Case_Studies/Advertising_Analytics_A_Ke
llogg_Case_Study
© comScore, Inc. Proprietary. 13
- 14. Why Data Fuels Digital
Advertising
Analytics for the Digital World
© comScore, Inc. Proprietary.
- 15. When Data Gets Too Big:
Justin Bieber Has A Lot To Answer For
© comScore, Inc. Proprietary. 15
- 17. Engagement Across EU Audiences
In the UK, Average Online Hours per Person Increased 5% Year over Year
United Kingdom 37.3
Turkey 31.0
Netherlands 30.6
Poland 29.3
Finland 27.8
France 27.7
Average Hours per Visitor
Europe 26.9
Russian Federation 26.1
Norway 24.9
Germany 24.6
Spain 23.8
Belgium saw the strongest
Belgium 22.4 growth of time spent per
Sweden 22.0 visitor across Europe.
Users spent an additional
Portugal 20.6 2 hours online compared
Denmark 20.6 to a year ago.
Ireland 19.5
Italy 18.5
Switzerland 16.6
Austria 14.4
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 17
- 18. More Than 8 in 10 Newly Acquired Devices are Smartphones
UK smartphone
penetration is at
64%, but 82% of
phones acquired
in December were
smartphones
82%
74%
Smartphone
Dec-11 Dec-12
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 18
- 19. Tablets Are Here to Stay
7,000 +243%
6,000
Smartphone Users (000) with Tablet
5,000
Over 6 million Brits
had a smartphone
4,000 as well as a tablet in
December 2012
3,000
2,000
1,000
0
Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending
© comScore, Inc. Proprietary. December 2012, UK 13+ 19
- 20. Device Share of Page Views Across Countries in Europe
Nearly 1/3 of UK Page Views are from Mobiles and Tablets
65% 70% 75% 80% 85% 90% 95% 100%
United Kingdom 68.1% 24.0% 6.8%
Ireland 71.4% 21.8% 5.6%
Russian Federation 74.8% 21.7% 3.4%
Norway 86.4% 7.3% 6.2%
Netherlands 86.5% 5.2% 8.1%
Switzerland 86.6% 7.9% 5.2%
Finland 87.6% 7.9% 4.3%
Austria 88.5% 7.9% 3.5%
Sweden 89.0% 7.2% 3.7%
Denmark 89.3% 5.8% 4.7%
Italy 89.6% 6.7% 3.5%
Germany 90.2% 5.6% 3.3%
Spain 91.0% 6.2% 2.3%
Belgium 91.9% 3.4% 4.3%
France 92.3% 4.6% 2.6%
Portugal 94.0% 3.8% 2.1%
Poland 95.7% 3.2% 1.0%
Turkey 96.2% 2.3% 1.5%
PC Mobile Tablet Other
© comScore, Inc. Proprietary. Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views 20
- 21. What Does Big Data Look Like for comScore?
Measurement Events (Billions)
1,400
Ad Visibility Tagging
1,200
Digital
1,000 Analytix®
Ad Tagging
800
CENSUS
600 Web
Tagging
400
Video
Tagging
200
PANEL
0
Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12
© comScore, Inc. Proprietary. 21
- 22. The Truth Is Out There
Network Logs
User Site
Panels Tags
Dynamic Application
Panels Tags
© comScore, Inc. Proprietary. 22
- 23. Turning Big Data Into Insight:
Most Weekday Tablet Usage Occurs Between 8pm and 9pm
Tablets popular
at night
PCs dominate
Share of Device Page Traffic on a Typical Workday
working hours
Mobiles brighten
the commute
© comScore, Inc. Proprietary. Source: comScore Device Essentials, Monday, 21st January 2013, UK 23
- 24. Turning Big Data Into Insight:
Understanding unduplicated audiences across platforms
Incremental audience of over 2m mobile-only users in UK for Sky
Unduplicated
13.0 10.98 million
million PC users
3.94 million
Mobile users
© comScore, Inc. Proprietary. Source: comScore MMX MP, UK, December 2012 24
- 25. Turning Big Data Into Insight:
Multi-screening is additive, not substitutional
© comScore, Inc. Proprietary. Source: comScore/NBC ‘Billion Dollar Lab’, Q3 2012, US Audience
- 27. Thank You
Mike Shaw
VP Sales, Media
mshaw@comscore.com
www.comscore.com
www.facebook.com/comscoreinc
© comScore, Inc. Proprietary. 27
@comScoreEMEA
- 28. ABOUT COMSCORE
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering
insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their
digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software
and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital
Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure,
the comScore Census Network™ (CCN) captures trillions of digital interactions a month to power big
data analytics on a global scale for its more than 2,000 clients, which include leading companies such as
AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox,
LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon,
ViaMichelin and Yahoo!.
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© comScore, Inc. Proprietary. 28