This presentation was given by Hannu Verkasalo, CEO of Verto Analytics, at ARF West in San Francisco on January 28, 2015. It looks at the importance of understanding digital consumers' multi-screen behavior and why new set of tools is needed for measuring digital ecosystem.

1. MEASUREMENT OF
DIGITAL
CONSUMERS’
MULTI-SCREEN
BEHAVIOR -
UNDERSTANDING
THE RIGHT
TOUCHPOINTS
ARF WEST, January 2015
2015
A
134 APPS & SITES USED
PER MONTH

2. Imbalance Of Time Spent & Ad Spending

3. In 2015 Global Ad Spend Will Reach 545B USD

4. 31% Of Ad Budgets Will Be Spent On Digital By 2017

5. Digital media has overtaken traditional media BUT it still lacks
credible media measurement data, which has led to a significant
imbalance between time spent and advertising.

6. Industry Pain Points
Lack Of Data Impractical Insights Disintegration
 No multi-screen measurement
 No data on apps or mobile
 No detailed data on multi-screen
consumer demographics or
conversions
 No daily reports with granularity
 Lack of hard data and projectable
measurement solutions
 Old-fashioned measurement
tools don’t meet the industry
needs or drive business
decisions
 Measurement services only
available in silos
 No comprehensive view of the
market available
 Different tools for different
channels

7. There Are Already SEVEN Device Categories With ~40M+ Users In The US
74
53
4
24
32
93
132
229
71
47
6
36
46
109
153
222
0 40 80 120 160 200 240
SmartTV
Streaming Player
Wearable Computer
Portable Player
+17%
Million unique users
Game Console
PC (desktop or laptop)
Tablet
Smartphone
+44%
+17%
Jan-14
Dec-14
Source: Verto Device Watch™ service, 18+ US adults

8. Apple Still Growing In The Smartphone Market – Android Is A Good Second In Tablets
Source: Verto Device Watch™ service, 18+ US adults
0
10
20
30
40
50
60
70
80
90
100
110
Number of devices
in use in the US (millions)
iPhones
Q3/2014
Other smartphones
iPads
Other tablets
Android smartphones
Q4/2014
Android tablets
Q1/2014 Q2/2014

9. Already 33% Of All US Online Users Own Smartphone, Tablet & Computer
Source: Verto Device Watch™ service, 18+ US adults
0
5
10
15
20
25
30
35
40
25%
32%
Q2/2014Q1/2014 Q4/2014
33%
Q3/2014
% of all online users
29%
At least one each (smartphones, tablets, computers)
Two diffferent devices (smartph., tablets or computers)
Only one Internet device type owned

10. Desktop And Smartphones Equal In Reach BUT Not In Engagement
Source: Verto Content Watch™ service, 18+ US adults
Engagement
Reach
Smartphones
PCs
Tablets

11. Certain Properties Are Better for Multi-Screen Targeting
Reach %
Source: Verto Content Watch™ service, 18+ US adults
Number of Devices #
 Even though in today’s world the reach
by time of the day might not fluctuate
that much (people are active with
apps/web all the time), there are
differences in terms of how many
different devices, or with what level of
engagement (session lengths)
consumers interact with properties
 Why multi-screen – so what?
 Use mobile as the go-to-action
with e.g. locations & calls
 Leverage desktop for search &
research
 Make sure consumers complete
e-transactions when they feel
good about that (in office/home)

12.  Which device platforms and models you should use for
advertising to different segments?
 What time of the day works best for each device platform
or digital channel?
 What is the actual reach you can target by using multiple
touchpoints, e.g. mobile apps enhancing desktop display
advertising? What are the most efficient bundles?
 What properties and publishers over-index in your target
demographics, and which channels work best for them in
maximizing ROI?
What Are The Key Questions In
The Multi-Screen World?

13. Thank you!
Hannu Verkasalo, CEO
hannu.verkasalo@vertoanalytics.com
+1 347 223 1856
www.vertoanalytics.com