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TRANSCRIPT
© comScore, Inc. Proprietary.
Media Metrix® Multi-Platform
The Next Generation of Digital Audience Measurement
Jeff Hackett, Executive Vice President
Josh Chasin, Chief Research Officer
June 19, 2013
© comScore, Inc. Proprietary. 2
comScore is a leading internet technology company that
provides Analytics for a Digital World™
NASDAQ SCOR
Clients 2,100+ Worldwide
Employees 1,000+
Headquarters Reston, Virginia, USA
Global Coverage Measurement from 172 Countries; 44 Markets Reported
Local Presence 32 Locations in 23 Countries
Big Data Over 1.5 Trillion Digital Interactions Captured Monthly
V0113
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Enabling insights from data to take actions
for Marketers, Agencies, Publishers, Enterprises and Network Operators
Digital Business
Analytics
Advertising
Analytics
Audience
Analytics
Mobile Operator
Analytics
Analytics for a Digital World™
comScore Data Global Panel & Census Network
Customer Data Web, Mobile, Video, CRM, etc.
Insight-Focused Applications
Multi-Platform
Measurement Technology
Syndicated, SaaS, Software
Scalable, Big Data Architecture
V0113
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Agenda
• The Multi-Platform Shift
• Multi-Platform Market Traction
• Methodology
• Product Overview
• Product Insights (April 2013 data)
• Next steps
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Media Metrix® Multi-Platform
The Multi-Platform Shift
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Digital Consumption Used to be Simple…
PC/Mac
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Not anymore
Today, new platforms are being adopted at increasingly higher rates
Tablet PC/Mac Smartphone
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Sh
are
of
Devic
e P
ag
e T
raff
ic
on
a T
yp
ical
Wo
rkd
ay
Source: comScore Device Essentials, U.S., Monday, 21st January 2013
Consumers Are Multi-Platform
Tablets popular
at night PCs dominate
working hours
Mobile phones are constant
companion
© comScore, Inc. Proprietary. 9
5.8% 4.8% 5.2% 5.5% 5.5%
6.1% 6.7% 7.1% 7.3% 7.8% 8.2% 8.6% 8.7% 9.1% 9.0% 9.2% 9.0% 8.9% 9.7%
11.0% 11.1% 11.6% 1.2%
1.6% 1.7%
1.8% 1.9% 2.0%
2.2% 2.6%
2.9% 3.2%
3.6% 3.7% 3.9%
4.2% 4.3% 4.5%
4.3% 4.3%
4.8%
5.2% 5.3% 5.3%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Jun'11
Jul'11
Aug'11
Sep'11
Oct'11
Nov'11
Dec'11
Jan'12
Feb'12
Mar'12
Apr'12
May'12
Jun'12
Jul'12
Aug'12
Sep'12
Oct'12
Nov'12
Dec'12
Jan'13
Feb'13
Mar'13
Digital Hits by Platform
Mobile Tablet Other
Source: comScore Device Essentials
Over 17% of Digital Hits Now Come From Non-Computer Platforms
…and it’s more than doubled in less than two years
© comScore, Inc. Proprietary. 10 Source: comScore Media Metrix Multi-Platform April 2013
Mobile lifts the US Total Digital Population by 6%
52% of users access via PC and mobile devices
14.1 MM (6%)
122.5 MM
(52%)
100.3 MM
(42%)
Personal Computers Only Personal Computers and Mobile Devices Mobile Devices Only
© comScore, Inc. Proprietary. 11
Nearly Half of All Digital Minutes are Spent on Mobile
Devices
Mobile = 48% Desktop 52%
Tablet 14%
Smartphone
34%
Source: comScore Media Metrix Multi-Platform April 2013
© comScore, Inc. Proprietary. 12
Total U.S. Internet Usage in Minutes (MM) by Platform:
Desktop, Smartphone and Tablet
Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by
number of smartphone users at that time
Source: comScore Media Metrix Multi-Platform, U.S., February 2013
Smartphones and Tablets Have Doubled the Time We’re
Online
43
Feb-2010 Feb-2013
890
451
+20%
+97%
+389%
388
63
467
308
115 N/A Tablet
Smartphone
Desktop
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Media Metrix® Multi-Platform
… IS HERE TO HELP
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Who and how many consume
any content across various
platforms?
Media Metrix Multi-Platform helps answer…
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How do they engage with this
content?
and...
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How can one monetize this
audience and drive strategic
growth?
even...
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What is the person level overlap
between Computer, Smartphone and
Tablet audiences?
All because we answer the BIG question…
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Media Metrix® Multi-Platform: What and When?
When:
Official roll-out with February data in March 2013,
Available now!
What:
Add-on Subscription to My Metrix:
Key Measures, Demographic Profile and Media
Trend Reports
© comScore, Inc. Proprietary. 19
Media Metrix® Multi-Platform: Measures available for each group
Total Digital
Population
PC
Mobile
PC Pages and Video,
Smartphone and Tablet Pages
and Apps De-duplicated
PC Pages and PC
Video De-duplicated
Smartphone and Tablet - Pages
and Apps De-Duplicated
© comScore, Inc. Proprietary. 20
This gives us Incremental Reach
To represent our clients accurately using the BIG number
PC Audience
Video Audience
Mobile Audience
Media Metrix® Multi-Platform
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Media Metrix® Multi-Platform
Market Traction
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Multi-Platform is catching on!
More than 150 subscribers today and 40k report runs,
including…
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Media Metrix® Multi-Platform
Methodology
© comScore, Inc. Proprietary. 24
Digital
Universe
Measuring the Total Digital Universe
1995-2010: Universe = Home + Work
2009-2012: With introduction of
Unified, layer in “Total Universe”
UV, PV which includes mobile and
shared use machines
But is limited to tagging entities; and
excludes demos
2012-13: Introduce “Media Metrix
MP” reporting (US, UK) (Multi-
Platform)
All entities reported, with
demography
Home
Shared Use Work
Computers Mobile
Devices
Handsets Tablets
Browser Apps Browser Apps
© comScore, Inc. Proprietary. 25
Media Metrix® Multi-Platform is a combination of comScore’s core
audience measurement services:
Site visitation…
Media
Metrix
Stream consumption…
Video
Metrix
Site and app
consumption…
Mobile
Metrix
Work & Home PC’s, Smartphones & Tablets
© comScore, Inc. Proprietary. 26
Media Metrix ® Multi-Platform: What and When?
WHAT:
Combined, de-duplicated Media Metrix, Video Metrix
and Mobile Metrix using the industry leading UDM
methodology
All entities will be reported (both unified and non-
unified)
Demography will be reported (P2+, but mobile
component remains P18+)
Reports: Key Measures, Demographic Profile, Media
Trend
WHEN:
five-month preview period commenced in November
2012 (with September data)
Official roll-out was February data in March, 2013
All Media Metrix subscribers had beta access through
January data; now MMX MP is an add-on tier
© comScore, Inc. Proprietary. 27
Media Metrix Multi-Platform: What We Measure?
Metrics
Media Metrix
Multi-
platform
Media Metrix Video Metrix Mobile Metrix
Audience Size ● ● ● ●
Duration ● ● ● ●
Visits ● ● ● ●
Pages ● ● ●
Videos ● ● ●
App Starts ● ●
© comScore, Inc. Proprietary. 28
Audience Measurement: From “Single Source” to Big Data
Network Logs
Site
Tags
Application
Tags
Dynamic
Panels
User
Panels
© comScore, Inc. Proprietary. 29
Measuring Multi-platform Overlap: Dynamic Panel
comScore Census Network yields measurement across all platforms
1,000s of individual sites tag content
Measurements issued from census of users and devices
Full Coverage across PCs, Mobile Handsets and Tablets
Well-documented issues with Cookies prohibits audience measurement using
tags across devices/platforms
However… it is possible to sample from within the Census Network to
establish a panel-like asset to measure behavior and overlap
All Census Measurements
Qualified Census Measurements
© comScore, Inc. Proprietary.
Dynamic Panels
Census data allows us to create
an ad hoc “dynamic panel” at
the household level by
observing consumption by
device by IP address
Knit together all the devices in
a household based on common
IP address, indicating shared
wireless network in the
household
Extremely useful in
understanding cross-device
consumption, and thus
duplication across platform
(PC, tablet, smartphone)
© comScore, Inc. Proprietary. 31
Measuring Multi-platform Overlap: MP Dynamic Panel v1
Goal: Identify Single Person HHs with multiple active platforms to measure
individual-level overlap across platforms
Requirement: 1 PC in the household and 1 mobile device in the household
Assume these are single-person households
Isolates individuals within the census network
IP is static from the start of the time period through at least 7 days prior to the
end of the month.
IP list is compiled using static cookies
Birth of cookie prior to the start of the month and at least one observation within
last 7 days of the month
All PC cookies within the household must be static.
No static cookie requirement for non-pc devices (we have other static unique
identifiers on mobile devices)
© comScore, Inc. Proprietary. 32
Measuring Multi-platform Overlap: US Dynamic Panel Stats
Total US IPs ~120mm
Total US Static IPS ~40mm
Total US Static IPs with static PC cookies
~8mm
Total US Dynamic
Panel Households
~1mm
© comScore, Inc. Proprietary. 33
Dynamic Panel Composition
Dynamic Panel
Households (US) 1MM
1MM Smartphones
and
1MM PC/Laptops
440,000
Tablets
110,000 Handhelds,
Consoles or
Smart TVs
© comScore, Inc. Proprietary. 34
Overlap Measurement & Model Extrapolation
Leverage Dynamic Panel
Observe Multi-platform usage directly from tagged entities
Extrapolate into a generalized algorithm, and project duplication using that
algorithm
Can generate estimates for non-tagged entities who cannot be measured directly
© comScore, Inc. Proprietary. 35
Components of MMX MP (as of February 2013)
Device:
How:
Demo
source:
PC; Mac
UDM
PC panel
(home;
work)
iOS
UDM
iOS
phone
panel
Android
UDM
Android
phone
panel
iOS
UDM
iOS tablet
panel
Android
Census
PC Panel
weighted
to
Android
tablet
universe
Computers Smart phones Tablets
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Media Metrix® Multi-Platform
Product Overview
© comScore, Inc. Proprietary. 37
Access
Total Digital Population
Unduplicated audiences
across PC Pages, PC
Video and Mobile
Available to all users with
access to Media Metrix
and Multi-Platform data
PC
Total PC unduplicated
audience for Pages and
Video
Available to all users
with additional access
to Video Metrix
Mobile
Unduplicated audiences
across Mobile Smartphone
and Tablet
Available to users with
additional access to
Mobile Metrix
Available now via an online, robust, familiar and easy-to-use interface
© comScore, Inc. Proprietary. 38 Source: Media Metrix® Multi-Platform Beta Data, November 2012. Not for Public Release
Media Metrix® Multi-Platform: Key Measures Illustration April 2013
© comScore, Inc. Proprietary. 39
Multi-Platform Report Measures Available
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Full disclosure around how an Entity is measured
Tagging all assets will help us
define your audience better
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US MMX Multi-Platform Insights
Based on April 2013 data
© comScore, Inc. Proprietary. 42 Source: comScore Media Metrix Multi-Platform April 2013
Exclusive Mobile Consumption by Gender
59%
41% Females Males
Compared to 50% female for the total U.S. Mobile audience
© comScore, Inc. Proprietary. 43 Source: comScore Media Metrix Multi-Platform April 2013
Exclusive Mobile Consumption by Household Income
Under
$25,000 $25,000 - $75,000
Over $75,000
24% 59%
17%
Compared to 39% $25-75K for the total U.S. Mobile audience
© comScore, Inc. Proprietary. 44 Source: comScore Media Metrix Multi-Platform April 2013
Out of the Top 1000 Digital Media Properties
1MM
UV
have at least 1MM people access content exclusively via Mobile Devices
have more than 1MM people common between PC and Mobile
MMX Multi-Platform Insights
© comScore, Inc. Proprietary. 45 Source: comScore Media Metrix Multi-Platform April 2013
Media Properties with High Incremental Mobile Audience
62%
62%
62%
62%
61%
44%
36%
34%
33%
30%
38%
38%
38%
38%
39%
56%
64%
66%
67%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Twitter.com
Target Corporation
BlogHer
EA Online
Clear Channel Online
Totallyher
Pandora.com
AccuWeather Sites
Zynga
Groupon
PC Audience Incremental Mobile Audience
© comScore, Inc. Proprietary. 46 Source: comScore Media Metrix Multi-Platform April 2013
Media Properties with High Incremental Video Audience
93%
88%
87%
81%
74%
71%
61%
51%
28%
27%
7%
12%
13%
19%
26%
29%
39%
49%
72%
73%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Totallyher
BUZZFEED.COM
VEVO
Disney Online
Discovery Digital Media Sites
DAILYMOTION.COM
Hulu
Vimeo
SpringBoard Video (Evolve Media LLC.)
Ustream
PC Page Based Audience Incremental Video Audience
© comScore, Inc. Proprietary. 47
Mobile Minutes Dominate Social
Source: comScore Media Metrix Multi-Platform April 2013
15%
85%
Social Media Category Minutes
© comScore, Inc. Proprietary. 48
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Media Metrix® Multi-Platform
Next Steps for Media Companies
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Tag Your Digital Assets: Visit comScore Direct (direct.comscore.com)
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Download our white paper!
Brave New Digital World 10 Principles for the Future of
Digital Measurement & Analytics
Download the white paper now at:
www.comscore.com/bravenewdigitalworld
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