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MMAForum Indonesia 2015

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MMAForum Indonesia 2015

  1. 1. The Future of Mobile Measurement Mark Chamberlain Managing Director, Millward Brown Indonesia, Kantar Kerry Brown Vice President, Southeast Asia, comScore, Inc.
  2. 2. Three Key Mega-Trends Shaping the Global Digital Eco System
  3. 3. 28 83 36 56 52 94 78 % Device Ownership 2.8 Indonesia 2015 Average number of devices owned* Global 2015 Average number of devices owned* 1.7 Feature phone Smartphone Tablet Laptop Desktop Ownership + Intention to buyOwnership Any Mobile device (FP/ SP/ Tab) Any PC (Desktop + Laptop) 36 84 14 27 8 97 32 The Indonesian Digital Consumer is Mobile Rather than Multi-Platform Source: TNS Digital Life 2015
  4. 4. 0% 10% 20% 30% 40% 50% 60% 70% Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 PC Mobile Tablet Other Platform Share of Page Views Mobile to Overtake PC Share of Web Traffic by Year End Source: comScore Device Essentials, February – August 2015, Indonesia
  5. 5. Devices have Played Different Roles Across the Day – how will this change with the rise of the Mobile Majority? ShareofDevicePageTraffic onaTypicalWorkday Tablets are used most at night PCs are used most during working hoursMobile phones are constant companions Source: comScore Device Essentials, June 2015, Indonesia
  6. 6. The Business Opportunity for Marketers
  7. 7. The Digital Measurement Challenge
  8. 8. Rising to the Mobile Measurement Challenge: Kantar and comScore Partnership
  9. 9. Stage 1 – Measuring Mobile = Panel = Census Tags
  10. 10. Stage 2 – Measuring Mobile = Panel = Census Tags
  11. 11. Stage 3 – Cross-Media Campaign Measurement VIEWABILITY & BRAND SAFETY INVALID TRAFFIC REMOVAL AUDIENCES & HUMAN GRP
  12. 12. THANK YOU

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