know the score: eeing the digitalapi.ning.com/.../knowthescorerefereeingthedigitalmediagame.pdf ·...
TRANSCRIPT
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KNOW THE SCORE: Refereeing the digital media game
SERGE MATTA, COMSCORE CEO
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9
9.5
10
10.5
11
400
500
600
700
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
BIG DATA FACILITATES TRENDSPOTTING… BIG DATA FACILITATES TRENDSPOTTING…
CORRELATION:
0.958648
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9
9.5
10
10.5
11
400
500
600
700
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
…BUT CAN BE MISINTERPRETED WITHOUT THE FULL STORY
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BIG DATA CAN BE MISLEADING FOR DIGITAL
My site converts only 10% of browsers
Miscount
My site has one bazillion customers
Overcount
Undercount
My users spend less than 1 minute per day
1 COOKIE = 1 UNIQUE BROWSER
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COMSCORE = PEOPLE
comScore turns big data into person-centric measurement
Multiple data inputs combine with panel insights and advanced methods & models to deliver
true audience numbers
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THE WORLD WE MEASURE IS (STILL) CHANGING
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BUT SOME THINGS REMAIN CONSTANT
RESPONSIBILITY STILL EXISTS TO DISCERN
OF MEDIA AND ADVERTISING true value
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A DISJOINTED ECOSYSTEM
COMPETITOR INTELLIGENCE
MEDIA & AUDIENCE
EVALUATION
CAMPAIGN PLANNING
MEDIA TRADING
CAMPAIGN EVALUATION
PURCHASE FUNNEL
PLANNING ON PEOPLE
TRADING ON IMPRESSIONS, CTR, COOKIES
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AN IMPARTIAL ADJUDICATOR
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KNOW THE SCORE: Platforms to People
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SILOED PLATFORMS TO TOTAL DIGITAL POPULATIONS
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PLATFORMS TO PEOPLE Syndicated Multi-Platform Measurement
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INTRODUCING THE MULTI-PLATFORM MAJORITY
USA
58%
UK
65%
SPAIN
66% FRANCE
66%*
Source: comScore MMX Multi-Platform. *Beta Data – Smartphone users
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MULTI-PLATFORM, MULTI REGION, SINGLE NUMBER
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KNOW THE SCORE: Clicks to People
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THE INDUSTRY NEEDS METRICS FOR AD MEASUREMENT
IMPRESSIONS VALIDATED IMPRESSIONS UNIQUE PEOPLE REACH
VIEWABILITY AUDIENCE
GEOGRAPHY NHT
BRAND SAFETY
✔
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CAMPAIGN VALIDATION
Campaign Validation
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ENHANCED CAMPAIGN VALIDATION
Enhanced Campaign Validation
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ADVERTISING ANALYTIX
“At Kellogg’s we have tripled our digital marketing spend over the past few years… One of the key factors justifying this shift is the ability to measure every impression – from viewability to targeting effectiveness” MATT PRITCHARD European Digital Director, Kellogg’s
ROI 3X
6x
Year 1 Year 2 1H 2011
ROI 2X 5X
Year 1 Year 2 1H 2011
Brand 1 ROI
Brand 2 ROI
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DATA AND WORKFLOW PARTNERSHIPS
1.6 billion demo profiles worldwide
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KNOW THE SCORE: Total Video
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CURRENTLY A DISCONNECT
MULTI-PLATFORM TELEVISION
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MOVING FROM MULTI-PLATFORM TO CROSS-MEDIA
CROSS-MEDIA
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TOTAL VIDEO (AND TOTAL VIEW)
Total Video
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INSIGHT: TIME SPENT PER DAY FOLLOWING OLYMPICS
4hr 19min 4hr 28min 5hr 6hr 7min
50 min 59 min
55 min 51 min 40 min 47 min
Source: NBC Billion Dollar Research Lab, 2012 Olympics
4hr 19min 5hr 18min
6hr 50min
8hr 29min
TV Only TV + Desktop TV + Desktop + Mobile TV + Desktop + Mobile + Tablet
Tablet Phone Desktop
TV
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SUMMARY: ALIGNING AND EXPANDING MEASUREMENT
COMPETITOR INTELLIGENCE
MEDIA & AUDIENCE
EVALUATION
CAMPAIGN PLANNING
MEDIA TRADING
CAMPAIGN EVALUATION
PURCHASE FUNNEL
MULTI-PLATFORM AND CROSS-MEDIA
PLANNING AND TRADING ON PEOPLE
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SUMMARY: KNOW THE SCORE
§ Digital media analytics: Delivering meaning from Big Data
§ Platforms to People: Multi-Platform is the new norm
§ Clicks to People: Validated campaigns enable online branding
§ Total Video: Partnering to deliver cross-media measurement
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents