Fresh Strategies for Turbulent Times

Transcription

1 Fresh Strategies for Turbulent Times Trends shaping Indian online space Kedar Gavane Vice President, comscore For info about the proprietary technology used in comscore products, refer to

2 MILLENNIALS form over 75% of the Online audience 18.9 Male 18.7 Female Online visitors by age Source : comscore MMX July 2014

3 VIDEO VIEWING on PCs has almost doubled in 3 years Mn viewers Bn Videos Hrs of content - Mar 2011 Mar 2014 Source: comscore VMX Jly 2014

4 Online Landscape : BRIC Comparison 463 Online Users (million) China Russia Brazil India 650 Total Mins (Billion) China Russia Brazil India Source : comscore MMX July 2014

5 Content categories and monetisation : A BIG opportunity Brazil Russia India China Automotive Reach % Newspapers Reach % Entertainment Reach % Sports Reach % Technology Reach% Retail Reach% Source :: comscore MMX Jul 2014

6 Display Advertising Landscape For info about the proprietary technology used in comscore products, refer to

7 Display ad landscape by advertisers Over 22 billion impressions in July 2014 Average frequency per user was 290 Over INR 220 Cr worth of advertising impressions Share of Impressions by Industry Retail 19% Multi-Category Advertisers 19% Computers & Technology 8% Finance 5% Health 4% Consumer Goods 4% Telecommunications 3% Travel 3% Business Services 3% Automotive 3% Education 2% Others 4% One of the fastest growing display advertising market Online Media, Retail and Multi-category advertisers lead the spends Online Media 22% ad spends calculated at Rate Card rate

8 A case of disproportionate spending Others 15% Business/Finance 2% 5% News/Info 6% Social Networking 40% Portals 12% Retail 19% Multi-Category Advertisers 19% Computers & Technology 8% Finance 5% Health 4% Consumer Goods 4% Telecommunications 3% Travel 3% Business Services 3% Automotive 3% Education 2% Others 4% Entertainment 8% Services 11% Share of Impressions by Publisher category Online Media 22% Share of Impressions by advertisers ad spends calculated at Rate Card rate

9 Top Advertisers and spends OLX Zovi Amazon Jabong Cr 4.1 Cr 3.3 Cr 3.4 Cr CPM Rate Automotive impressions in millions Consumer Goods Renault 0.90 cr Unilever 0.65 cr General Motors 0.62 cr Dominos 0.32 cr TATA Group 0.57 cr L'Oreal 0.20 cr impressions in millions impressions in millions ad spends calculated at Rate Card rate

10 Creative Summary 41% of non standard ads, a lot based on sponsorships and block rates 300X250 is the most popular ad creative size, with most impressions

11 Multi-Platform and its effects! For info about the proprietary technology used in comscore products, refer to

12 Multi-screen consumption varies through the day

13 NBC comscore : Olympics Case Study Avg time spent per day (min) following Olympics 8 hr 29 min 47 6 hr 50 min hr 18 min hr 19 min More Screens = More time on Every Device TV only TV + PC/Laptop + Mobile Only TV + PC/Laptop only TV + PC/Laptop + Mobile + Tablet TV PC Mobile Tablet Source : comscore NBC case study Olympics

14 Measuring Sony Crackle Across Multiple Platforms Requires Many Layers of Video Audience De-duplication ios Desktop SmartPhone Total Digital Android Total Mobile ios Tablet Multi-Platform Android PS3 Playstation PS4 Console Xbox 360 Xbox Xbox One Living Room Devices LG/Samsung Toshiba SmartTV Y! Widgets Vizio Roku Bravia TV Dlink Connected TV

15 Viewability : Better Monetisation? For info about the proprietary technology used in comscore products, refer to

16 The buy side is putting massive pressure on our pricing. We need tools to help us survive in this new world of viewability measurement." Viewability is here to stay. We need data that will help us re-evaluate our site design, sales strategy and overall approach to how we package, price and manage inventory.

17 Premium publisher uses vme viewability data to revise baseline pricing Measurement Goals Incorporate viewability into baseline pricing for ad slots Initial Pricing Publisher changes pricing based on vme data Revised Pricing CPM: $4 Ad Slot Viewability 1 75% 2 50% 3 20% Ad Slot 1 CPM: $6 Ad Slot 2 CPM: $4 Ad Slot 3 CPM: $1.60 Pricing of tiers now aligns with viewability averages so price matches value

18 Premium publisher uses vme to optimise site viewability Measurement Goals Identify high- and low-performing ad slots Eliminate or redesign low ad slots to improve average viewability vme delivers viewability data for every ad slot Ad Slot 1: View = 50% Ad Slot 3 View = 60% Improve the viewability (and revenue!) from lowperforming ad slots Ad Slot 2 View = 55% Ad Slot 3 View = 25% Ad Slot 4: View = 20%

19 Thank you! For info about the proprietary technology used in comscore products, refer to