comscore presenatation sydney
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© comScore, Inc. Proprietary.
Putting the Future in Focus
iStrategy Sydney
16th April 2013
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Australian Online Landscape
Joe Nguyen, SVP APAC, comScore Inc.
© comScore, Inc. Proprietary. 3
1996 2012
66%
13%
34%
87%
Outside US
Distribution of Worldwide Internet AudienceThe US is no Longer the Centre of the Online Universe
Source: comScore MMX, December 2012, Worldwide 15+,
Asia
Pa-cific42%
Europe27%
North America14%
Middle East -
Africa9%
Latin America9%
Outside US
© comScore, Inc. Proprietary. 4Source: comScore MMX, December 2012, Worldwide 15+,
Time Spent and Growth Across RegionsUS Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World
North America Europe Latin America Asia Pacific Middle East - Africa
42.8
26.922.7
18.9 18.2
Ho
urs
pe
r V
isit
or Australia:
18.6 Hours a Month
Asia Pacific Europe Middle East - Africa
North America Latin America
596
382
127
211
129
637
408
135
215
131
Dec-11Dec-12
Un
iqu
e V
isit
ors
(M
M)
+7%
+7%
+6%+2%
+1%
© comScore, Inc. Proprietary. 5Source: comScore MMX, April 2013, 15+
Online Audience Across APACDominated by China, Japan and India
Chin
a
Ja
pan
In
dia
Vie
tnam
Aust
ralia
In
donesia
Tai
wan
M
alay
sia
Thai
land
Philip
pines
Hong K
ong
Sin
gapore
New
Zea
land
33
9,6
89
73
,04
0
71
,34
4
15
,59
3
14
,11
7
13
,29
7
11
,70
2
11
,64
0
9,3
22
7,1
97
4,5
52
3,3
53
2,8
57
To
tal U
niq
ue
Vis
ito
rs (
00
0)
© comScore, Inc. Proprietary. 6Source: comScore MMX, April 2013, 15+
Online Audience Across APACLed by Vietnam outside of the top3
Vie
tnam
Aust
ralia
In
donesia
Tai
wan
M
alay
sia
Thai
land
Philip
pines
Hong K
ong
Sin
gapore
New
Zea
land
15
,59
3
14
,11
7
13
,29
7
11
,70
2
11
,64
0
9,3
22
7,1
97
4,5
52
3,3
53
2,8
57
To
tal U
niq
ue
Vis
ito
rs (
00
0)
© comScore, Inc. Proprietary. 7
Growth across APAC AudienceVietnam overtakes Australia, other markets stabilize
Source: comScore MMX, April 2013, 15+
Taiwan
Thailand
Hong Kong
Singapore
New Zealand
02,0004,0006,0008,00010,00012,00014,000
Feb-13
Aug-12
Feb-12
To
tal H
ou
rs (M
M)
Feb-2012 Aug-2012 Feb-201312,000
12,500
13,000
13,500
14,000
14,500
15,000
15,500
16,000
VietnamAustraliaIndonesia
Un
iqu
e U
se
rs (
00
0)
© comScore, Inc. Proprietary. 8Source: comScore MMX, April 2012, 15+
Engagement Across APAC AudiencesAU and NZ sit in the middle of the list for Average Online Hours per Person
Thailand
Taiwan
Hong Kong
Vietnam
Japan
Australia
New Zealand
Singapore
Philippines
Malaysia
Indonesia
China
India
27.4
23.8
22.8
21.0
19.7
18.6
18.5
17.3
16.9
15.8
14.3
12.7
11.5
Av
era
ge
Ho
urs
pe
r V
isit
or
© comScore, Inc. Proprietary. 9
Australia
New Zealand
Japan
China
SG
India
20.9
21.9
16.3
28.5
33.0
35.9
19.6
19.1
17.6
31.7
31.2
38.5
19.6
17.1
23.4
22.3
17.4
17.1
16.6
17.4
18.1
9.7
11.5
5.6
23.4
24.5
24.6
7.9
6.9
3.0
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
% o
f T
ota
l Min
ute
s
Source: comScore MMX, April 2013, 15+
Composition of Minutes per Age Group Varies GreatlyAU-NZ-JP have a larger % of older population online
© comScore, Inc. Proprietary. 10Source: comScore MMX, April 2013, Australia 15+
Profile: AU Online Audience
15-24 25-34 35-44 45-54 55+
2,771 2,877 2,853
2,492
3,123
To
tal U
niq
ue
Vis
ito
rs (
00
0)
Age:
44% Female
56%Male
© comScore, Inc. Proprietary. 11Source: comScore MMX, Feb 2012 – Jan 2013, 15+
What’s hot, what’s not?IM+Social down, Photosharing+Travel+Coupons Up
Feb-2012
Mar-2012
Apr-2012
May-2012
Jun-2012
Jul-2012
Aug-2012
Sep-2012
Oct-2012
Nov-2012
Dec-2012
Jan-2013
0
5,000
10,000
15,000
20,000
25,000
30,000
Chart Title
Photo Sharing Travel Coupons Social Media Instant Messengers
To
tal M
inu
tes
(M
M)
© comScore, Inc. Proprietary. 12Source: comScore MMX, April 2013, 15+
Top Web Properties in Australia
14,28313,866
10,0159,437
5,719 5,5324,984
4,055 3,988 3,879
4,947
3,943
2,9722,292
699 685 650 297 356 491
Total Unique Visitors (000) Average Daily Visitors (000)
© comScore, Inc. Proprietary. 13Source: comScore MMX, Australia April 2013, UK/Canada Jan 2013
Global Trend AU
UK CA
© comScore, Inc. Proprietary. 14
MULTIPLE DEVICE USAGE
© comScore, Inc. Proprietary. 15
Sh
are
of
De
vic
e P
ag
e T
raff
ic o
n a
Ty
pic
al W
ork
da
y
Mobiles brighten the commute
Source: comScore Device Essentials, Tuesday, 02 April 2013, AU
Device Preferences Throughout the DayMost Weekday Tablet Usage Occurs Between 6pm and 10pm
Tablets popular at night
PCs dominate working hours
LATE NIG
HT
(12AM - 7AM)
EARLY MORNIN
G
(7AM – 10AM)
DAYTIME
(10AM – 5PM)
EARLY EVENIN
G
(5PM – 8PM)PRIM
E
(8PM – 12AM)
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Ad viewability and validation
Ashley Padgen, Senior Manager and Product Lead, Audience, APAC
Steve Geelan, National Sales Director, Microsoft Media Network (Mi9)
© comScore, Inc. Proprietary. 17
Digital Ad Measurement Has Come a Long Way…
The true value of CTR
Audience Verification
Ad Verification
Advertising ValidationAudience
Measurement
New Currencies
© comScore, Inc. Proprietary. 18
…and comScore Has Led and Innovated Along the Way
The true value of CTR
Audience Verification
Ad Verification
Advertising Validation
Whither the Click
Campaign Essentials™
AdXpose validated Campaign
Essentials™
comScore leading the way
Audience Measurement
MediaMetrix™
New Currencies
© comScore, Inc. Proprietary. 19
3MS and the MRC
Industry organizations joined together for
Making Measurement Make Sense Initiative (3MS)
© comScore, Inc. Proprietary. 20
Principle 1. Move to a “viewable impressions” standard and count real exposures online.
Principle 2. Online advertising must migrate to a currency based on audience impressions, not
gross ad impressions.
Principle 3. Because all ad units are not created equal, we must create a transparent classification system.
Principle 4. Determine interactivity “metrics that matter” for brand marketers, so that marketers can better
evaluate online's contribution to brand building.
Principle 5. Digital media measurement must become increasingly comparable and integrated with other
media.
3MS Set 5 Guiding Principles
© comScore, Inc. Proprietary.
© comScore, Inc. Proprietary. 22
validated Campaign Essentials delivers
Real-time optimization
Single tool, single tag, single database
Quality datafor transacting
Complete Viewability
Comprehensive &
Unduplicated Measurement Accurate
Audience Data
© comScore, Inc. Proprietary. 23
Questions to Ask on Viewable Impressions
• Is the measurement MRC
accredited?
• Will payment be on viewed
impressions or gross impressions?
• Is there a minimum % viewable
expected?
• How will impressions where
viewability cannot be determined
(i.e. when JavaScript
measurement code cannot be
placed) be evaluated/billed?
© comScore, Inc. Proprietary. 24
4.
Accredited Accredited by the
Media Rating
Council
1.
AlignedUses the IAB
proposed definition for
viewability for display
and video
vCE viewability measurement is…
3.
Independent Doesn’t rely on
sampling-based
approaches
2.
CensusProvides complete
measurement,
including most
cross-domain
iframes
© comScore, Inc. Proprietary. 25
Effective ad placements are about more than viewability…
Geography Non-Human Traffic
Brand Safety
© comScore, Inc. Proprietary. 26
Questions to ask About Valid Ads
• What geographic location is
required?
• What content is appropriate for
this brand?
• Will ads be blocked if they are not
in appropriate content?
• If ads are blocked, will the
publisher still get payment for that
delivery?
© comScore, Inc. Proprietary. 27
Microsoft Media Network (MMN)
• The environment that led to MMN seeing the
need for brand safety
• The ability for MMN’s extended (blind) network
to provide as much engagement as premium
publisher buys by using data and technology
intelligently, which includes vCE
• A challenge to the audience to look at what their
agency is doing re brand safety and ad
effectiveness, and if they are not making use of
the technology, to ask – why not?
© comScore, Inc. Proprietary. 28
Questions please
© comScore, Inc. Proprietary.
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Thank You
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