Marketing. Georgian Ballroom

Transcription

1 Marketing Georgian Ballroom

2 Marketing The Dish on Metrics That Matter Rebecca Brown Sales Manager comscore

3 Brave New Digital World: The Dish on Metrics that Matter A Manifesto for the Future of Digital Media and Analytics Rebecca Brown Agency West Sales Manager rbrown@comscore.com comscore, Inc. Proprietary.

4 How Companies Can Navigate the Uncharted Territory of the Brave New Digital World There are two emerging ways that value is being created #1 Multi-platform media usage is creating new monetization opportunities #2 The power of targeted digital advertising is driving growth comscore, Inc. Proprietary.

5 Adoption of Smartphones & Tablets has dramatically changed the digital media landscape 160,000, ,000,000 Number of Device Owners (Smartphone and Tablet) 142 MILLION 120,000, ,000,000 80,000,000 60,000,000 40,000,000 20,000,000 Number of Device Owners 70 MILLION comscore, Inc. Proprietary.

6 Mobile devices have driven a doubling of time spent consuming digital, with no evidence of cannibalizing desktop in aggregate. Total U.S. Internet Time Spent in Minutes (Billions) by Platform Desktop, Smartphone and Tablet % 112 N/A % % June 2010 November 2013 comscore, Inc. Proprietary. Source: comscore Media Metrix Multi-Platform, November 2013 Note: Jun-2010 Mobile is estimated based on earliest observed comscore smartphone engagement data calibrated by number of smartphone users at that time

7 The Post-PC era begins: More than Half of All Digital Media Time Spent is Now Spent on Mobile Devices 11% Mobile = 51% 40% 49% Desktop Smartphone Tablet comscore, Inc. Proprietary.

8 There are 18 million Exclusive Mobile Users 47% 53% comscore, Inc. Proprietary. Source: comscore Media Metrix Multi-Platform November 2013 Demographic Profile

9 This is a PROBLEM PC/Mac Tablet Gaming TV Smartphone And an OPPORTUNITY comscore, Inc. Proprietary. comscore, Inc. Proprietary. 8

10 10 Principles for the Future of Digital Media Measurement & Analytics comscore, Inc. Inc. Proprietary.

11 1. All media including TV are going digital; measurement must follow the same page Issue: Traditional media measurement methods (i.e. panels) are insufficient Solution: Census data holds the key to multi platform audience overlap comscore, Inc. Proprietary.

12 2. Measurement must translate from pixels to people Issue: People buy things. Screens do not buy things Solution: Census data alone will not do. Panels are required to define populations comscore, Inc. Proprietary.

13 3. Multi-Platform measurement must integrate census data sources to deliver reporting at big data scale Issue: Scale: Fragmentation requires depth of sample Solution: - Broad media behaviors are not enough - Granularity is required to make multi-platform reporting work comscore, Inc. Proprietary.

14 comscore 2 Million Person Global Panel Comprehensive View of Digital Consumer Behavior Online Advertising Website Visitation Video PC TV Gaming Server E-Commerce Search Smart phone POS Tablet Online Behavioral Profiles Demo- graphic Profiles

15 The comscore Census Network (CCN ) Over 1.5 Trillion Digital Interactions Per Month Measurement from 172 countries Over 1.5 Million domains Greater than 85% of all devices

16 Multi-Platform Measurement PC Web PC Video Mobile comscore, Inc. Proprietary.

17 Audience Measurement: From Single Source to Big Data Network Logs User Panels Site Tags Dynamic Panels Application Tags

18 4. Holistic reporting should provide a unified, platformagnostic view of consumer behavior Issue: Consumers don t focus on the device they use to consume content. They focus on the content Solution: Device-specific measurement will still exist, but will be a subset of deduplicated measurement across all platforms/devices. This will be the currency in the future comscore, Inc. Proprietary.

19 We Now Have a Multi-Platform Majority Among Internet Users 100% 90% Share of Total Digital Population by Platform Usage Source: comscore Media Metrix Multi-Platform, U.S., Jul 2013 Nov % 70% 60% 50% 40% 30% 20% 10% 0% 54% 54% 54% 54% 55% 6% 6% 7% 7% 7% 40% 40% 39% 39% 38% Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Multi-Platform Mobile Only Desktop Only

20 Leading media properties are now generating significant portions of their audience via mobile-only Total Digital Populations (MM) for Top 10 Properties Source: comscore Media Metrix Multi-Platform, U.S., Nov 2013 Google Sites Yahoo Sites Microsoft Sites Facebook Amazon Sites AOL, Inc Apple Inc Glam Media Turner Digital CBS Interactive Desktop Only Desktop + Mobile Mobile Only

21 Engagement for many categories is Incremental to Desktop, but for some it is Cannibalizing Total U.S. Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone and Tablet Entertainment Sports November 2012 U.S. November 2013 U.S. November 2012 U.S November 2013 U.S.

22 Engagement with Retail & Coupon content has seen impressive growth across all platforms, including desktop Tablet Smartphone Desktop U.S. Retail & Coupon Site Usage in Minutes (MM) by Platform: Desktop, Smartphone and Tablet Source: comscore Media Metrix Multi-Platform, U.S., Feb 2010 & Nov 2013 Retail % 7.9 N/A Coupons % 0.6 N/A % % % % 0.2 Feb-2010 U.S. Nov U.S. Feb-2010 U.S. Nov-2013 U.S. * Note: Feb-2010 Mobile is estimated based on earliest observed comscore smartphone engagement data calibrated by number of smartphone users at that time

23 5. Viewable impressions are the standard needed for true cross-media comparability Issue Solution TV advertising has an opportunity to see standard, which is agreed upon and accepted by the industry. Digital doesn t yet have this standard. Viewable impression standards are based on the same opportunity to see principle, helping to align TV and digital and to create apples-to-apples comparability comscore, Inc. Proprietary.

24 6. Common metrics should be used to facilitate multiplatform planning and optimization Issue: Impressions and clicks define online campaign measurement but are imperfect metrics Solution: Evolving metrics, such as view-through, ad hover and engagement time drive significantly higher correlation rates to campaign effectiveness than CTRs comscore, Inc. Proprietary.

25 7. Measurement of ad effectiveness should use metrics that matter, not just those that are easy to measure Issue: Lack of consistent metrics fuels the operational divide between traditional and digital teams Solution: - Demos, R/F, and GRPs should be the backbone of cross-media strategy - Additional metrics, such as validated impressions and behavioral impressions, should then help with the targeting techniques required by different platforms comscore, Inc. Proprietary.

26 8. End-to-end advertising analytics should speak the same language Issue: Effective campaign management requires simplicity and seamlessness, but this almost never happens Solution: Single ad tags need to be used across all platforms so that pre-campaign planning, in-flight optimization, and post-campaign evaluation can flow together comscore, Inc. Proprietary.

27 9. Measurement must evolve toward real-time and eventually predictive analytics Issue Solution Past is prologue, but only to a point Real-time analytics offer greater in-flight optimization opportunities to reduce waste and maximize value. We will also evolve towards greater use of accurate predictive analytics to improve optimizations comscore, Inc. Proprietary.

28 The NBC Billion Dollar Research Lab Rise of the Digital Omnivore

29 New research methods will revolutionize the utility of TV Measurement

30 Multi-platform: Billion Dollar Lab Headlines TV is King ^ Alternative screens are additive Not a zero sum game Digital complements TV Social Media amplifies event and engages viewers Multi-platform and simultaneous use The New Normal

31 Multi-platform: Percent time spent on Olympic content by platform TV 89% Digital 11% PC/Laptop Mobile Tablet Source: comscore Custom Analysis for NBC

32 Multi-platform: More screens = more time spent on media in total Time Spent Following Olympics Content by Device 8hr 29min 47 min 6hr 50min 40 min 51 min 55 min 5hr 18min 59 min 4hr 19min 50 min Tablet Mobile 4hr 19min 4hr 28min 5hr 6hr 7min PC TV TV Only TV + PC/Laptop TV + PC/Laptop + Mobile TV + PC/Laptop + Mobile + Tablet Source: comscore Custom Analysis for NBC

33 Multi-platform: Simultaneous viewing Olympics Followers Multi Screen Olympic Viewers (TV + 1 other platform): 100% Gender 55% 45% Simultaneous Viewers (TV + Second Screen): 54% Men Women Device Usage Time When Watching TV TV Only TV + Second Screen Age 53% 54% 54% 25% 75% Source: comscore Single Source Multi-Platform Study

34 The power of targeted digital advertising drives optimization Commerce has become marketing and marketing has become commerce. Rishad Tobaccowala Chief Strategy and Innovation Officer Vivaki

35 Targeted advertising: Dynamics are changing, with commerce fueling advertising in tight feedback loop Advertising Commerce

36 Targeted advertising: Purchase-based targeting drives higher lifts in instore sales than campaigns that don t leverage this type of targeting Median Offline Sales Lift in 3-Months from Digital Advertising for CPG Brands Among Consumers Receiving Ads Source: comscore AdEffx Offline Sales Lift, Norms for CPG, Mar % +21% No Targeting With Purchase-Based Targeting

37 Leading media properties are now generating significant portions of their audience via mobile-only Total Digital Populations (MM) for Top 10 Properties Source: comscore Media Metrix Multi-Platform, U.S., Nov 2013 Google Sites Yahoo Sites Microsoft Sites Facebook Amazon Sites AOL, Inc Apple Inc Glam Media Turner Digital CBS Interactive Desktop Only Desktop + Mobile Mobile Only

38 Amazon has become a major player as an advertising platform, offering ad delivery based on a wealth of browsing and buying data 3.5 Amazon Display Ad Impressions (Billions) Source: comscore Ad Metrix Trend Dec Nov

39 Major advertisers have taken notice of Amazon s valuable targeting advantage Top Advertisers on Amazon by Display Ad Impressions(000) Source: comscore Ad Metrix, US, Nov 2013 Verizon Communications Inc. 149,411 Procter & Gamble Co. 128,199 AT&T Inc. 109,120 Citigroup Inc. 90,878 Sony Corporation 86,853 Comcast Corporation 86,133 Sprint Nextel Corporation Capital One Financial Corp. American Express Company Energizer Holdings, Inc. 60,447 66,145 83,551 81,404 Some of these advertisers sell a large majority of their products offline comscore, Inc. Proprietary.

40 Despite click rates of only 0.1%, display ads can successfully lift retailer sales both online and offline Dollar Sales Lift Among Households Exposed to Online Advertising Conclusions % Lift: 17% $9,905 $11,550 Exposure to display ads doesn t just impact online sales it lifts in-store sales as well % Lift: 27% $994 $1,263 Online Unexposed Offline Exposed The absolute dollar lift in offline sales is 5x higher than the lift in e-commerce sales The click is misleading as a measure of campaign effectiveness Source: Whither the Click? 139 comscore studies in the June 2009 Journal of Advertising Research

41 10. Data should have a common global framework, but provide local insight Issue: Companies are global, but standards are local Solution: Analytics providers will continue their (our) push to address this for you, so keep this in mind as you plan global campaigns comscore, Inc. Proprietary.

42 Succeeding in this Brave New Digital World It s a multi-platform world ü More screens means more overall consumption: not a zero sum game ü Media companies and retailers are extending the total reach of their audience via smartphones and tablets The power of digital is in targeting ü Targeting according to behavior: buying and /or browsing ü Emergence of the retailer as a targeted advertising platform ü Real-time optimization of digital media plan delivery increases targeting accuracy, viewability and ROI comscore, Inc. Proprietary.

43 Thank You Rebecca Brown, Sales Manager comscore, Inc. Proprietary.

44 Marketing Georgian Ballroom