Verto Analytics Audience Profiles

Transcription

1 Verto Analytics Audience Profiles

2 What is Happening in Media?

3 Mobile Devices Drive Online Frequency and Reach. Only 15% of the UK Universe Is Reached, on the Level of Hours, via PC. Mobile Extends that Reach to 50-60%. 60% Day in Life - Mobile Incremental Reach 50% 40% User Reach 30% 20% 10% 0% 36% 36% 37% 38% 38% 36% 37% 39% 40% 40% 41% 39% 39% 36% 34% 28% 26% 17% 17% 10% 5% 3% 3% 2% 2% 2% 4% 6% 10% 12% 14% 15% 13% 14% 14% 15% 15% 15% 15% 15% 17% 16% 7% 14% 5% 5% 6% 9% PC Mobile Only 3 Source: Verto Device Watch data, 18+ U.S. and UK internet users, August 2016

4 Almost 50% of Total Digital Time Spent in the U.S. Takes Places on Smartphones and Tablets. Mobile Apps Drive that Growth. 10 BILLION HOURS SPENT ACCESSING APPS: 176M U.S. consumers accessed mobile apps in December percent (152M) of which accessed them everday on either a smartphone or tablet. In total, consumers spent 10 billion hours accessing apps on their mobile devices. 4 Source: Verto App Watch TM data, 18+ U.S. adults, December 2015

5 Big Service Providers Are Successful in Omni-Channel Cross-Device Service Delivery Microsoft achieves a relatively strong position in terms of reach, engagement, and average number of devices Google s engagement numbers are explained by various Google Android apps, ranging from Chrome to Gmail 5

6 Smaller but Agile Services Are Challenging the Incumbents in Terms of Stickiness. The Fastest Growing Demographic Is <18 Years Old. Social Media Platforms Reach vs. Stickiness Facebook and YouTube have the highest reach. Snapchat has comparable stickiness despite having seven times fewer users. Facebook and YouTube reach over 90% of the adult online population. Kik, Snapchat, and KakaoTalk reach less than 20% of the online audience but have highly engaged daily user bases. Stickiness 70% Facebook Snapchat 60% KakaoTalk 50% Kik 40% WhatsApp Google Hangouts LINE Skype 30% WeChat Instagram Facebook Messenger 20% Slack Pinterest Periscope Twitter 10% Twitch Tumblr Vine YouTube 0% 0% 20% 40% 60% 80% 100% Reach 6 Source: Verto Content Watch TM data, 18+ U.S. adults, August 2016

7 Is In-App Usage and Engagement the New Foundation for User Behavior Like Web Portals Were in the 90s? Snapchat events and events per usage minute per hour of day Events per usage minute per hour of the day = events per hour divided by time spent with the app per hour. Most Snapchat events/interactions happen in the evenings (they compete for prime-time attention in the U.S.), but in terms of actions per minute of usage, early and late nighttime hours are peak and then 4-7pm. Number of events Post-midnight socializing Kick start your day Socializing the day s experiences Events per usage minute Hour of day Events Events per usage minute 7 Source: Verto Content Watch TM data, 18+ U.S. adults, December 2016

8 Consumers Are Active on TV and PC/Mobile Devices Simultaneously. Measurement Should Be Consumer-Centric Not Device-Centric. Hourly Reach of TV/Digital Services (Top) Average % of users reached by TV/digital services per hour among respective TV/digital audiences Digital services have a higher hourly reach across the day than TV Reach (%) 60% 40% 20% 0% 6:00 9:00 12:00 15:00 18:00 21:00 0:00 3:00 TV Digital Hours When Both TV and Digital Services Are Used (Bottom) Distribution of when TV and digital services are used within the same hour in a day % Instances of TV and Digital Use in Same Hour 15% 10% 5% 0% 6:00 9:00 12:00 15:00 18:00 21:00 0:00 3:00 Source: 8 Verto Cross-Platform data, 18+ UK adults, November 2016

9 Announcing Audience Profiles - Launching in June -

10 Today s Consumer Is Truly Cross-Device Nearly 8 in 10 consumers (79%) and 90% of millennials report switching devices some of the time when engaged in an activity; two-thirds (66%) of device owners find it frustrating when content is not synchronized across devices. The average U.S. Digital consumer: Owns 5 devices Spends 4 hours a day on mobile Has 89 apps installed but uses 25/week or just 7/day -- Adobe

11 But Many Measurement Services Haven t Evolved. Surveys & Diaries Set top boxes 1990s s Online clicks and conversions (analytics) Early 2000s PC metering (measurement panels) + people meters Mobile metering panels Now The first clickable web ad ( Banner Ad") The first mobile ad (SMS text) 1st video uploaded to YouTube Consumer- Centric Cross-Device Audience Measurement

12 What You Know About Your Audience Now Monthly unique visitors or users Mobile vs. PC users but not unduplicated Top acquisition channels, referral sites, and direct traffic Basic demographic data Top performing pages or screens Average time spent on desktop and mobile A small piece of the pie.

13 What You Could Know about Your Audience. A comprehensive view of your audience. Unduplicated net reach of your audience Number of devices a single user uses to access your service during the day, week or month The context of the user (location or other media activities taking place around your services) Where users go after they leave your service Behavioral and demographic profiles of your audience versus competitors and/or the online market Multi-dimensional rankings compared to your top competitors Day in the life, loyalty, and stickiness reports that differentiate your unique audience

14 Why Verto Audience Profiles? Holistic view of your audience Competitive and comparative insights Unique metrics that sell your audience! Verto Audience Profiles is the first single-source audience measurement service to combine behavioral, demographic, device ownership, and day-in-thelife related metrics into one package.

15 A Holistic View of Your Audience across Multiple Screens and Services Understand your entire consumer lifecycle with the most representative consumer insights available. With the user at the center - dive deep into switching behaviors between devices of the same user to understand unduplicated reach and access. Metrics Reach Average time spent per user Total time spent Average session duration Unique users Average sessions Market share for all of the above versus your competition

16 Yours versus Theirs: Competitive Comparisons and Insights Show why your properties should attract bigger volumes from advertisers. If you are growing, so should your advertising revenues! Index your properties against your key competitors and the typical online market. Metrics Unduplicated net reach of monthly unique and incremental users Frequency of use of each property web vs. apps Competitive analysis Device type usage analysis: PC + Smartphone + Tablet

17 Audience Demographic Profile Behavior + Attributes Who is my audience and how does their demographic profile relate to their behavior? Discover the preferences, attitudes, and intent that differentiate your audience from other publishers. Metrics Audience breakdowns & target groups: device types & OS + Demographics Gender Average time spent (%) Number of children in household 60% No Children in Household 65+ 3% 16% 19% 4% or more 54% University Degree 46% Lesser Degree Education Income Device usage Earn less than $30K Earn between $30K - $100K Earn more than $100K 9% 64% 26% % % % % % Other 22% Student 11% Employed - part-time 12% Employed - full-time 55% Household Income Age Employment

18 Behavioral Metrics and Segmentation that Describe Your Unique Audience Demonstrate how your audience uses your service or app across devices during different times of the day. Combine demographics and behavior to expose their key attributes and preferences. Metrics Frequency of use of each property web vs. apps Device type usage analysis: PC + Smartphone + Tablet Frequency of use of each property web vs. apps

19 Audience Profile Beta Customers

20 Scope of Data and Pricing

21 Available Scope of Data for Verto Audience Profiles Target Group Demographics Gender Age Group Education Geography Race Ethnicity Employment Status Income Household Size Children in Household Behavior Brand Usage App Usage Website Usage Cross-device Engagement Filters & Breakdowns Filters Devices Operating Systems App Stores Wireless Carriers Days and Day Parts Breakdowns Operating Systems Devices Wireless Carriers Demographics Time Periods Day Parts Metrics Distribution & Reach Users Net Reach Device Usage Downloads Updates Uninstallation Devices per User Engagement Time Spent Time Spent per User Time Spent per Device Sessions Sessions per User Sessions per Device Session Duration Page Views

22 Available Report Breakdowns and Metrics Topic Metrics Breakdowns Description / question to be answered Audience size and structure Device ownership Engagement Users, Index, Reach %, Stickiness, Different Devices Used, Mobile-Only Users, PC-only Users, Web Users, App Users, Net Users, Incremental Mobile Users Users, Index, Reach % Time spent, Sessions Device type, Demographics, H/M/L segments Demographics Device type, Demographics, Hours of day App vs. web How many people exist in this segment, and how does it trend? What devices (e.g. smart TVs, gaming consoles etc.) and operating systems/device models do they own? What is the total time spent online by device type, and how does that change by day of the week or time of the day? What is the total time spent on websites vs. apps by device type? Loyalty Churn %, Install / usage retention How engaged and loyal are users towards the target subject? Top Content Categories Users, Index Device type What content categories index high for this segment versus the online universe and by device type? Top Brands Users, Index Device type Which brands index high for this segment (vs. universe)? Top Brand Parents Users, Index Device type Which publishers index high for this segment (vs. universe)? Top websites Users, Index Device type How does web content index for this segment (vs. universe)? Top apps Users, Index Device type How do apps index for this segment?

23 Data Parameters and Available Selections Parameter Target Audience Reporting Angles Metrics Analysis Time Period Time resolution Breakdowns Delivery format Reported values / available selections Users of Parent Brand, App, Website, or another Behavioral Segment Audience size and structure, device ownership, engagement Users and Reach, Stickiness, Time spent, Sessions, Churn, Install and Usage Retention Full Calendar Month or Quarter Monthly or Quarterly Device Type, Demographics, H/M/L segments, Hours of Day, App vs. Web Spreadsheet Data Delivery (CSV / XLSX) or PowerPoint

24 The Verto Difference Ideology Consumer centric as opposed to device, app, site, platform or app store centric. Mobile First Digital consumption is migrating rapidly to mobile. Verto measures mobile behaviors fully in addition to other platforms. Methodology Simple, understandable, transparent no black boxes. Level playing field No need to tag content. We compare apples to apples to help you understand your own users versus the total market and competitors. Single-source Understand what the consumer actually does and what they like. Measure everything for the same consumer. Timely data Daily/hourly data helps you take action more quickly. Engagement Analytics Verto Stickiness Index indicates how loyal and engaged your users are compared to your competitive set. Device Usage User-to-device ratios help in further understanding how users engage with your site, apps, and properties. App Usage Fully categorized and deep insights into app usage. Survey Research and Correlation to Behaviors We can link behaviors to attitudes through surveys delivering deeper insights on what drives satisfaction and loyalty.

25 Availability, Enhancements and Pricing Launching to all Verto customers in June 2017 with further features to roll out later this year. Available for the U.S. and UK markets Packages: Quarterly report starting at $40,000 Annual subscription with either monthly or quarterly data deliverables starting at $100,000 Custom requests available including: Customer-defined metrics, custom breakdowns, survey amendments! Contact Jay Imus, VP of Sales at to learn more and join our pre-launch beta now.

26 Thank