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The Future of Mobile Measurement The tag team of Tim and Kerry takes a deep dive in the key drivers and trends of the mobile age: Measurement being a key drive for any growing industry helps to establish the standard /currency . It does come with its own set of challenges and opportunities, the session will share insights on the same as well as thoughts on the future of measurement specifically to indonesia the session will further discuss how to improve your understanding of the consumer at the individual level, and widen your perception of ROI to understand the real “what and why they buy.”
We see three global mega-trend drivers of the digital media and advertising ecosystem’s evolution:
The rapid emergence of the multi-platform, cross-media consumer who interacts with digital content and advertising across multiple devices and platforms in different ways depending on the type of device, their demographic characteristics, geography, and time of day.
The ubiquity of video and television reaching consumers through digital channels. Online is no longer a display/static medium it is a video medium.
As consumers consume media across multiple platforms and television viewing also expands to digital, advertising to audiences becomes more complex and fragmented. Brand marketers and their agencies, need trusted data and analytics to understand how best to reach targeted consumers in a fragmented digital landscape while content owners such as publishers and broadcasters need digital media analytics to understand how to best monetize their audience and assets.
These forces give rise to a third key trend
3) the automation of advertising transactions and data-driven “programmatic” buying and selling of digital advertising.
The landscape in Indonesia is a little different to the rest of the world.
Among internet users, the average number of devices owned is lower in Indonesia. There are no shortage of smartphones, instead there is low penetration of desktop and laptop. Which means that the Indonesian digital consumer is mobile rather than multi-platform.
Not all smartphone users currently browse the web. The prevelance of pre-paid contracts and corresponding data tariffs restricts internet access. Others who do access the internet will do so through apps rather than browsing.
But that situation is now changing and mobile based internet access is increasingly VERY rapidly in Indonesia.
Data tariffs are coming down and cheap android handsets put internet access into the hands of consumers who not have the means or need to buy PC’s for many years or even forever and will probably not need to buy a PC for many years to come.
As a result, over the course of the last 6 months the gap between PC based online access and mobile based access has halved
and it is expected that Mobile share of web traffic will overtake PC by the end of the year.
In a multiplatform world, devices play a different role at different times of the day.
Those that have tablets tend to use them in the evening.
PC’s are all work and no play, with usage peaking during work hours and dropping dramatically in the evening.
Mobile is more of a constant companion. The first thing we look at when we wake up and the last thing we say goodnight to in before bed.
As Indonesia becomes a mobile majority market, the role of mobile will only become more ubiquitous.
So mobile is clearly a huge opportunity for marketers.
Whether it is serving ads and content on mobile screens, the emergence of m-commerce or mobile wallet technologies, mobile is going to be central to business in Indonesia.
And this is where measurement has a key role to play. It is commonly said that measurement drives behaviour and adoption. ROI proof points give senior leadership confidence to invest, the ability to set objectives drives accountability and focuses attention.
And we all know that measurement in a fragmented digital world is not easy. So thankfully this is where I end and hand-over the hard part to Kerry…
As we all know for mobile to reach it’s full potential there needs to be trusted measurement in place to feed into the whole digital media and advertising eco system. Advertisers need to feel confident in moving advertising dollars out of tried and tested media, and these days that includes PC, into mobile.
And that is where the challenge lies for measurement and analytics companies operating in this space.
On the screen is a grid displaying the types of methodologies, models and inputs that are widely accepted as the way forward in various forms for measuring digital media
This is a marked change from traditional media measurement which was solely panel/ sample based.
In today’s digital age it is all about blending – the blending of different data sets – analytics and metered panels – to achieve both market representative and granular reporting
Tagging of content and ads provides volume and intensity usage, this data can be clean for non viewable and non human traffic, panels translates that data to be market representative with people figure, blended we get the granular data we all crave that can be used for digital media planning and campaign optimisation via manual or automated platforms.
The challenge is that to build this type of solution requires the collaboration of multiple players – market research companies &analytics providers, and International & local publishers – we all need to work together to deliver a fair and representative solution to market
The Kantar/ comScore attempts to solve the first issue – bringing together market research and analytics provides – to build the digital platform needed for ‘blending’!
Stage 1 of our development is already deployed in Indonesia, Mobile Metrix, this is the platform that allows us to collect and report on census data, for both browsers and apps, this what is needed to for ‘volume and intensity’ ingredient and we are working with both International and local publishers, if you’re a publishers and you want to have fair representation in the measurement system, you need to make sure your data is in the mix
Stage 2 is when we blend in the metered panel data with the analytics data. This panel is what Kantar and comScore are delighted to building together in Indonesia, the first market in APAC where we are road testing our partnership.
Indonesia has been selected because of what Mark talking about earlier – Indonesia is going to mobile only majority market – it is imperative that mobile measurement is cracked now not later
It doesn’t stop there though… we are working together to close the loop – by blending metered panel and analytics – we are able to also blend in other data to such TV and Purchasing behaviour
But mobile doesn’t exist in a silo, it has a key role as part of a broader marketing mix. Stage 3 of the Kantar/comScore partnership will be to drive campaign measurement in the new multi-screen world that includes TV as well as digital.
As the first part of the process Kantar Media and comScore are committed to working together to create integrated syndicated TV and digital ratings. The work will start in Spain and rollout to other markets.
The final part of the process is understanding the behavioural and attitudinal effects that multi-screen campaigns are delivering. This is where Millward Brown and Kantar WorldPanel tools like Cross Media and BrandLift will helps clients evaluate the ROI of their campaigns, the role each channel/screen is playing and how the campaign and creative mix can be optimised in the future.
MMAForum Indonesia 2015
The Future of Mobile Measurement
Managing Director, Millward Brown Indonesia, Kantar
Vice President, Southeast Asia, comScore, Inc.
Three Key Mega-Trends Shaping the Global Digital Eco System
% Device Ownership
Average number of devices
Average number of devices
Smartphone Tablet Laptop Desktop
Ownership + Intention to buyOwnership
(FP/ SP/ Tab)
The Indonesian Digital Consumer is Mobile Rather than Multi-Platform
Source: TNS Digital Life 2015
Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
Platform Share of Page Views
Mobile to Overtake PC Share of Web Traffic by Year End
Source: comScore Device Essentials, February – August 2015, Indonesia
Devices have Played Different Roles Across the Day
– how will this change with the rise of the Mobile Majority?
Tablets are used most
PCs are used most
during working hoursMobile phones are
Source: comScore Device Essentials, June 2015, Indonesia