putting the future_in_focus

© comScore, Inc. Proprietary.

Putting the Future in Focus

Advertising Week Europe 2013

Analytics for the Digital World

Mike Shaw

VP Sales, Media

21st March, 2013

© comScore, Inc. Proprietary. 2

The real advertising capital of the world?

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Ads should be seen, and

sometimes heard…

but definitely seen



• #1 - Shift from a “served” to a “viewable” impression standard

• #2 - Introduce an online Gross Ratings Point metric, providing reach and

frequency reporting of viewable impressions

• #3 - Implement a classification system and taxonomy for banner, rich media and

streaming video ads

• #4 - Define, standardize and accredit metrics for view-through reporting and

cumulative social activity

• #5 - Establish standards and vendor accreditation to improve the methodology for

online brand attitudinal studies

3MS Initiative


North America Europe Asia Pacific

Allstate

Not an exhaustive list. Includes advertisers currently working with comScore

vCE who have agreed to be named publicly.

Leading Global Brand Advertisers Participated


Campaign In-view ad rates ranged from: US 55% to 93% EU 64% to 72% CA 56% to 74% AsiaPac 20% to 73%

US

69% AVERAGE

67% AVERAGE

EU

65% AVERAGE

CA

58% AVERAGE

AsiaPac

In-View Rates from Charter Studies

Source: comScore vCE Charter Study


Digital Ad Economics:

The Good Guys Aren’t Necessarily Winning

Low correlation of In-View Rates & CPM

An equally as weak correlation was also observed between CPM and

ability to hit a primary demographic target

R²=0.0373

Source: comScore vCE Charter Study


Comprehensive measurement enables truly

validated impression accounting

A single tag enables unduplicated measurement

across key dimensions

in-view

correct geography

brand safety

non-human traffic

target audience

Validated Impression Measurement

All in a Single Tool


Visibility measures now part of Kellogg’s KPI analysis

Impressions Impressions Avg.

Frequency % In View

Targeting Index % on Target Total Campaign Total Campaign

Campaign Total 116 30.3% 3.1 72%

Publisher 1 76 19.9% 3.9 67%

Publisher 2 94 24.7% 1.9 64%

Publisher 3 93 24.5% 2 74%

Publisher 4 147 38.6% 7.8 70%

Publisher 5 191 50.0% 2.4 87%


Where Kellogg’s Are Going:

Building a foundation and moving toward near real-time

decision making and optimisation

Online Audience Delivery Insights

Advertising Effectiveness Insights

Cost per Effective Audience Impression

Near-Time Decisions and Optimisation

2011 2012

LONG-TERM:

Cross-Media

measurement and

optimization

2013


Is Kellogg’s Strategy Working?

The early results say ABSOLUTELY

ROI results from Brand Market Mix Models

ROI

3X

6x

Year 1 Year 2 1H 2011

ROI 2X

5X

Year 1 Year 2 1H 2011

Brand 1 ROI Brand 2 ROI


"For us, clicks aren't indicative of success.

We're actively trying to figure out what other

real-time signals we can find that show that our

message has broken through. Things like

dwell-time, and viewability are some”.

- Bob Arnold, Global Digital Strategy Director, Kellogg’s

Brand Advertising Adoption


• Changing How the World Sees Digital Advertising:

http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Cha

nging_How_the_World_Sees_Digital_Advertising

• 3MS Site: http://www.iab.net/mmms

• MRC accreditation overview for campaign validation:

http://www.comscore.com/Insights/Press_Releases/2012/8/comScore_vCE_Re

ceives_MRC_Accreditation_for_Online_Campaign_Validation

• Kellogg’s brand advertiser case study:

http://www.comscore.com/Insights/Case_Studies/Advertising_Analytics_A_Ke

llogg_Case_Study

Additional Resources

http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Changing_How_the_World_Sees_Digital_Advertising



http://www.iab.net/mmms

http://www.iab.net/mmms

http://www.comscore.com/Insights/Press_Releases/2012/8/comScore_vCE_Receives_MRC_Accreditation_for_Online_Campaign_Validation



http://www.comscore.com/Insights/Case_Studies/Advertising_Analytics_A_Kellogg_Case_Study



© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Why Data Fuels Digital

Advertising



When Data Gets Too Big:

Justin Bieber Has A Lot To Answer For


Device Proliferation Driving Data Collection Requirements

Tablet PC/Mac TV Smartphone Gaming

V0113

© comScore, Inc. Proprietary. 17 Source: comScore MMX, December 2012, Europe 15+

Engagement Across EU Audiences

In the UK, Average Online Hours per Person Increased 5% Year over Year

37.3

31.0

30.6

29.3

27.8

27.7

26.9

26.1

24.9

24.6

23.8

22.4

22.0

20.6

20.6

19.5

18.5

16.6

14.4

United Kingdom

Turkey

Netherlands

Poland

Finland

France

Europe

Russian Federation

Norway

Germany

Spain

Belgium

Sweden

Portugal

Denmark

Ireland

Italy

Switzerland

Austria

Ave

rag

e H

ou

rs p

er

Vis

ito

r

Belgium saw the strongest

growth of time spent per

visitor across Europe.

Users spent an additional

2 hours online compared

to a year ago.


74% 82%

Dec-11 Dec-12

Smartphone

Source: comScore MobiLens, 3 month average ending December 2012, UK 13+

More Than 8 in 10 Newly Acquired Devices are Smartphones

UK smartphone

penetration is at

64%, but 82% of

phones acquired

in December were

smartphones

© comScore, Inc. Proprietary. 19 Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending

December 2012, UK 13+

Tablets Are Here to Stay

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

Sm

art

ph

on

e U

se

rs (

00

0)

wit

h T

ab

let

+243%

Over 6 million Brits

had a smartphone

as well as a tablet in

December 2012

© comScore, Inc. Proprietary. 20 Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views

Device Share of Page Views Across Countries in Europe

Nearly 1/3 of UK Page Views are from Mobiles and Tablets

68.1%

71.4%

74.8%

86.4%

86.5%

86.6%

87.6%

88.5%

89.0%

89.3%

89.6%

90.2%

91.0%

91.9%

92.3%

94.0%

95.7%

96.2%

24.0%

21.8%

21.7%

7.3%

5.2%

7.9%

7.9%

7.9%

7.2%

5.8%

6.7%

5.6%

6.2%

3.4%

4.6%

3.8%

3.2%

2.3%

6.8%

5.6%

3.4%

6.2%

8.1%

5.2%

4.3%

3.5%

3.7%

4.7%

3.5%

3.3%

2.3%

4.3%

2.6%

2.1%

1.0%

1.5%

65% 70% 75% 80% 85% 90% 95% 100%

United Kingdom

Ireland

Russian Federation

Norway

Netherlands

Switzerland

Finland

Austria

Sweden

Denmark

Italy

Germany

Spain

Belgium

France

Portugal

Poland

Turkey

PC Mobile Tablet Other


What Does Big Data Look Like for comScore?

0

200

400

600

800

1,000

1,200

1,400

Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12

Measurement Events (Billions)

PANEL

CENSUS

Ad Visibility Tagging

Digital

Analytix®

Ad Tagging

Web

Tagging

Video

Tagging


The Truth Is Out There

Network Logs

Site

Tags

Application

Tags

Dynamic

Panels

User

Panels


Sh

are

of

De

vic

e P

ag

e T

raff

ic o

n a

Typ

ica

l W

ork

da

y

Mobiles brighten the commute

Source: comScore Device Essentials, Monday, 21st January 2013, UK

Turning Big Data Into Insight:

Most Weekday Tablet Usage Occurs Between 8pm and 9pm

Tablets popular

at night PCs dominate

working hours


Incremental audience of over 2m mobile-only users in UK for Sky

3.94 million Mobile users

10.98 million PC users

Unduplicated

13.0

million


Understanding unduplicated audiences across platforms

Source: comScore MMX MP, UK, December 2012



Multi-screening is additive, not substitutional

Source: comScore/NBC ‘Billion Dollar Lab’, Q3 2012, US Audience


A Pre-Cocktail Takeaway:

Tag Your Content Today

Go to comScore Direct (direct.comscore.com)


Thank You

Mike Shaw

VP Sales, Media

[email protected]

www.comscore.com

www.facebook.com/comscoreinc

@comScoreEMEA

mailto:[email protected]

http://www.comscore.com/

http://www.comscore.com/


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