KNOW THE SCORE: eeing the digitalapi.ning.com/.../knowthescorerefereeingthedigitalmediagame.pdf ·...

KNOW THE SCORE: Refereeing the digital media game

SERGE MATTA, COMSCORE CEO

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

BIG DATA FACILITATES TRENDSPOTTING… BIG DATA FACILITATES TRENDSPOTTING…

CORRELATION:

0.958648

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

…BUT CAN BE MISINTERPRETED WITHOUT THE FULL STORY

BIG DATA CAN BE MISLEADING FOR DIGITAL

My site converts only 10% of browsers

Miscount

My site has one bazillion customers

Overcount

Undercount

My users spend less than 1 minute per day

1 COOKIE = 1 UNIQUE BROWSER

COMSCORE = PEOPLE

comScore turns big data into person-centric measurement

Multiple data inputs combine with panel insights and advanced methods & models to deliver

true audience numbers

THE WORLD WE MEASURE IS (STILL) CHANGING

BUT SOME THINGS REMAIN CONSTANT

RESPONSIBILITY STILL EXISTS TO DISCERN

OF MEDIA AND ADVERTISING true value

A DISJOINTED ECOSYSTEM

COMPETITOR INTELLIGENCE

MEDIA & AUDIENCE

EVALUATION

CAMPAIGN PLANNING

MEDIA TRADING

CAMPAIGN EVALUATION

PURCHASE FUNNEL

PLANNING ON PEOPLE

TRADING ON IMPRESSIONS, CTR, COOKIES

AN IMPARTIAL ADJUDICATOR

KNOW THE SCORE: Platforms to People

SILOED PLATFORMS TO TOTAL DIGITAL POPULATIONS

PLATFORMS TO PEOPLE Syndicated Multi-Platform Measurement

INTRODUCING THE MULTI-PLATFORM MAJORITY

66% FRANCE

Source: comScore MMX Multi-Platform. *Beta Data – Smartphone users

MULTI-PLATFORM, MULTI REGION, SINGLE NUMBER

KNOW THE SCORE: Clicks to People

THE INDUSTRY NEEDS METRICS FOR AD MEASUREMENT

IMPRESSIONS VALIDATED IMPRESSIONS UNIQUE PEOPLE REACH

VIEWABILITY AUDIENCE

GEOGRAPHY NHT

BRAND SAFETY

CAMPAIGN VALIDATION

Campaign Validation

ENHANCED CAMPAIGN VALIDATION

Enhanced Campaign Validation

ADVERTISING ANALYTIX

“At Kellogg’s we have tripled our digital marketing spend over the past few years… One of the key factors justifying this shift is the ability to measure every impression – from viewability to targeting effectiveness” MATT PRITCHARD European Digital Director, Kellogg’s

ROI 3X

Year 1 Year 2 1H 2011

ROI 2X 5X

Year 1 Year 2 1H 2011

Brand 1 ROI

Brand 2 ROI

DATA AND WORKFLOW PARTNERSHIPS

1.6 billion demo profiles worldwide

KNOW THE SCORE: Total Video

CURRENTLY A DISCONNECT

MULTI-PLATFORM TELEVISION

MOVING FROM MULTI-PLATFORM TO CROSS-MEDIA

CROSS-MEDIA

TOTAL VIDEO (AND TOTAL VIEW)

Total Video

INSIGHT: TIME SPENT PER DAY FOLLOWING OLYMPICS

4hr 19min 4hr 28min 5hr 6hr 7min

50 min 59 min

55 min 51 min 40 min 47 min

Source: NBC Billion Dollar Research Lab, 2012 Olympics

4hr 19min 5hr 18min

6hr 50min

8hr 29min

TV Only TV + Desktop TV + Desktop + Mobile TV + Desktop + Mobile + Tablet

Tablet Phone Desktop

SUMMARY: ALIGNING AND EXPANDING MEASUREMENT

COMPETITOR INTELLIGENCE

MEDIA & AUDIENCE

EVALUATION

CAMPAIGN PLANNING

MEDIA TRADING

CAMPAIGN EVALUATION

PURCHASE FUNNEL

MULTI-PLATFORM AND CROSS-MEDIA

PLANNING AND TRADING ON PEOPLE

SUMMARY: KNOW THE SCORE

§  Digital media analytics: Delivering meaning from Big Data

§  Platforms to People: Multi-Platform is the new norm

§  Clicks to People: Validated campaigns enable online branding

§  Total Video: Partnering to deliver cross-media measurement

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

KNOW THE SCORE: eeing the digitalapi.ning.com/.../knowthescorerefereeingthedigitalmediagame.pdf ·...

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