Australia Digital Future in Focus 2014
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Transcript of Australia Digital Future in Focus 2014
© comScore, Inc. Proprietary.
Australia
Digital Future in Focus 2014
Gian Fulgoni
Co-Founder & Chairman Emeritus
comScore, Inc.
© comScore, Inc. Proprietary. 2
Topics
Australia Digital Highlights
Global Standing
Demographics
Top Properties
Ad Expenditures
Evolution of Digital Advertising
Beyond the Click
Campaign Optimization
Viewability
Cross-Platform
© comScore, Inc. Proprietary. 3
Data sourced from comScore’s global panel of 2 million Internet users
2 Million Person Panel
360°View of Person Behavior
CENSUS
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology
1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties
PANEL
PERSON-Centric Panel with
WEBSITE-Census Measurement
Web Visiting & Search Behavior
Online Advertising Exposure
Demographics, Lifestyles & Attitudes
Media & Video Consumption
Transactions
Online & Offline
Buying
Mobile Internet Usage & Behavior
PANEL
V0411 Plus 5 Million TV Set Top Boxes for 3-Screen Measurement
© comScore, Inc. Proprietary. 4
Worldwide Desktop Internet Audience Reaches 1.63 Billion People
The U.S. is no Longer the Centre of the Online Universe
66%
14%
34%
86%
1996 2014
Outside US
Asia Pacific
41%
Europe 26%
North America
14%
MEA 9%
Latin America
10%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, January 2014
Outside US
© comScore, Inc. Proprietary. 5
35.8 31.2
23.4 19.5
17.1
North America Europe Latin America Asia Pacific Middle East - Africa
Time spent and user growth across regions
Asia Pacific is largest and still growing, Lat Am has highest percent growth
Global Average:
24.9 Hours a Month
640
409
215
132 135
666
427
220 167 153
Asia Pacific Europe North America Latin America Middle East -Africa
Jan-13
Jan-14
+4%
+4%
+2%
+27% +13%
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, January 2014
Monthly Unique Visitors (MM)
Monthly Hours Per Visitor
© comScore, Inc. Proprietary. 6
Desktop online audience across the globe grew by 6.5% vs YA.
China comprises 22% of global audience aged 15+
354
195
82 74 68 67
53 43 39
30 26 25 25 24 20 18 18 15
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, January 2014
Monthly Unique Visitors in January 2014
(Millions)
Australia has world’s 18th
largest Internet population
Brazil and India
post highest growth
© comScore, Inc. Proprietary. 7
Australia ranks higher than India and China in terms of Average Time
Spent per person
45 44 44
33 32 30 29
28 27 26
25 24
22 22 21 20
17
12
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, January 2014
Monthly Average Hours Per User
in January 2014
Australia ranks 14th Global Average:
24.9 Hours a Month
© comScore, Inc. Proprietary. 8
Online Demographics across Asia Pacific: India, China and Singapore
skew much younger. Australia, Japan and NZ skew older
28%
20%
15%
37%
27%
19%
31%
18%
18%
38%
32%
20%
21%
19%
22%
16%
25%
20%
13%
18%
18%
6%
10%
18%
7%
24%
27%
3%
6%
23%
0% 20% 40% 60% 80% 100%
Singapore
New Zealand
Japan
India
China
Australia
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, September 2013
© comScore, Inc. Proprietary. 9
Australian online demographic composition more in line with
developed markets
19%
15%
16%
17%
19%
20%
19%
18%
18%
20%
19%
23%
19%
20%
20%
19%
18%
23%
18%
18%
24%
26%
24%
27%
23%
0% 20% 40% 60% 80% 100%
United Kingdom
Japan
Germany
France
Australia
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, September 2013
© comScore, Inc. Proprietary. 10
Relative to total country population, persons under 35 over-represented in
Australian online user population. Online represents a powerful way to reach
younger segments who are lighter TV viewers
17%
19%
17%
20%
18%
20%
17%
18%
32%
23%
TotalAustralia
Population
AustraliaOnline
Population
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, September 2013
© comScore, Inc. Proprietary. 11
Top Selected Web Properties in Australia
14,725
13,669
9,395
9,033
5,868
4,970
4,773
4,763
3,636
2,463
1,668
1,629
1,509
1,426
Google Sites
Microsoft Sites
Yahoo Sites
Apple Inc.
eBay
Wikimedia Sites
Glam Media (Lifestyle)
Amazon Sites
Commonwealth Bank
Seek(Jobs/Education)
Abc (Media)
Realestate.com.au
Vic.gov.au
187.2
103.4
78.2
344.1
4.2
35.1
11.1
12.8
19.3
10.0
9.8
6.4
17.1
8.4
Unique Visitors (000) Minutes per Visitor
Internet Audience 6+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, January 2014
88%
82%
56%
54%
35%
30%
29%
29%
22%
15%
10%
10%
9%
9%
Reach
© comScore, Inc. Proprietary. 12
Are we Social, Australia?
Internet Audience 6+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, January 2014
94.0
90.7
88.2
87.9
86.7
86.3
84.1
United States
Canada
United Kingdom
Australia
Germany
France
Japan
30.9
30.3
32.9
34.7
25.1
26.5
8.8
Social Networking % reach
of online population Average Minutes
per user per day
© comScore, Inc. Proprietary. 13
Total advertising spend by medium reveals the relative strength of
Digital in the UK, which exceeds TV by a wide margin. Digital almost
equal to TV in Australia but lags in U.S.
26% 23% 24%
31% 26%
39%
29% 39%
22%
13% 12% 16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Australia United Kingdom United States
Other
Internet
TV
Source: ZenithOptimedia Advertising Expenditure Forecasts 2013
Percent of Ad Expenditures by Medium
© comScore, Inc. Proprietary. 14
2012 online advertising percent spend by format: Branding
advertising (i.e. Display) much more developed in U.S. while Australia
and UK have room for improvement
26% 25% 37%
74% 75% 63%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Australia United Kingdom United States
Search andOthers
Display
Source: IAB Australia, UK and US Data 2012
12.5%
Y/Y Growth
15%
Y/Y Growth
18%
Y/Y Growth
Percent of Ad Spend
by Format
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
The Evolution of Digital Advertising:
From Direct Response to Branding
© comScore, Inc. Proprietary. 16
comScore Has Worked Hard to Establish More Value for Digital Ads
Whither
the
Click?
The irrelevancy of CTR
Campaign
Essentials™
Audience Verification
AdXpose®
Ad Viewability
Media
Metrix®
Audience
Measurement
Cross-Platform
Measurement
Validated
Campaign
Essentials™
Advertising Validation
2000 2007 2010 2011 2012 Future
© comScore, Inc. Proprietary. 17
Journal Of Advertising Research June 2009
comScore’s “Whither the Click?”
200+ comScore studies conducted in the U.S. to assess behavioral
impact of paid search and online display ads.
Analytical design: Exposed vs. Unexposed panelists
Findings:
17
Even with Click Rates of Only 0.1%,
Display Advertising can Lift:
• Site visitation
• Trademark search queries
• Online and offline sales
© comScore, Inc. Proprietary. 18
$-
$0.100
$0.200
$0.300
$0.400
$0.500
$0.600
0.00% 0.20% 0.40% 0.60% 0.80%
Sale
s L
ift/
HH
in
$
CTR
A negative pattern emerged between
Sales Lift per Household and Click
Through Rate (i.e., as CTR increases,
sales decrease)
R2 = 0.039
The regression analysis indicates
this relationship is not statistically
significant, therefore there is no
significant relationship between CTR
and Sales
A correlation analysis indicated no significant relationship between
click-through rates and offline sales lift
Sale
s L
ift/
HH
in
$
Click-through Rate
© comScore, Inc. Proprietary. 19
$994
$9,905
$1,263
$11,550
Online Offline
Unexposed Exposed
Dollar Sales Lift Among Households
Exposed to Online Advertising
% Lift: 17%
% Lift: 27%
Despite click rates of only 0.1%, display ads can successfully lift
retailer sales – both online and offline
Source: “Whither the Click?” 139 comScore studies in the June
2009 Journal of Advertising Research
Exposure to display ads
doesn’t just impact online
sales – it lifts in-store sales as
well
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
Conclusions
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Capturing Branding Ad Spending by Improving Campaign Delivery
A Leading Branding Advertiser’s Requirement
© comScore, Inc. Proprietary. 21
Post Buy Analysis: Distribution of Impressions Delivered
What proportion of impressions landed on the
media target with less than 5 frequency, the desired level?
8 different brand campaigns
Spending from $0.4MM to $2MM CPM Range from $5.70 to $13.00
21
50%
4% 11%
5% 10%
24% 26% 18%
15%
26%
30%
14% 8%
7% 13%
14%
28%
65% 47%
77%
62%
53%
59%
58%
7% 5% 12%
4%
20% 16%
2% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hit Target with <=4Frequency
In US But Not Target
Frequency >=5
Outside US
Hit Target with
Frequency >=5
© comScore, Inc. Proprietary. 22
In-Target: 100% isn’t Realistic
Demographic
data becomes
outdated
Not all
registration
data is accurate
More than 60%
of computers have
multiple users, so
cookies can show
ads to the wrong
person
Some targeting
infers demography
based on content
consumption
In-Target Demographics: 100% isn’t Realistic
© comScore, Inc. Proprietary. 23
However, overall average in-target rate today is ONLY 44%, with
significant variance seen across verticals
% In-Target: Overall* and by Select Advertiser / Vertcal** Source: comScore vCE Benchmarks, Q1 2014, U.S.
© comScore, Inc. Proprietary. 24
As the age and gender target narrows, the chance of hitting it drops
% In-Target by Age/Gender* Source: comScore vCE Benchmarks, Q1 2014, U.S.
© comScore, Inc. Proprietary. 25
Cookie deletion is a global reality and causes frequency to be higher than
planned since ad servers keep delivering impressions to browsers that have
had cookies deleted
Ad Server Cookies Web Site Cookies
Country
Percent of
computers
deleting
Average # of
cookies per
computer for
same
campaign
Percent of
computers
deleting
Average # of
cookies per
computer for
same web
site
Australia 37% 5.7 28% 2.7
Brazil 40% 6.6 33% 2.5
U.K. 35% 5.9 27% 2.7
U.S. 35% 5.4 29% 3.5
Monthly Cookie Deletion Rates
© comScore, Inc. Proprietary. 26
Campaign delivery can be monitored and optimized in-flight. Publisher 1 is
delivering results superior to Publishers 2 & 3 and would receive a greater
share of ad spend
In-Flight Campaign Optimization by Publisher
Based on Cost and Effectiveness
Using comScore Campaign Essentials
Brand X - Q3/Q4
Publisher Avg
Frequency
Impressions
in Target
Lift in
Awareness CPM
1 3.5 24.5% 5.74 $2.44
2 3.0 16.9% 0.55 $9.08
3 8.4 23.5% 0 $8.62
© comScore, Inc. Proprietary. 27
Real-Time: In-flight optimization of Reach, Frequency and Targeting
has driven rapid gains in marketing ROI for Kellogg’s
Year 1 Year 2 1H Year 3
ROI
3X
6X
Year 1 Year 2 1H Year 3
ROI 2X
5X
Brand 1 ROI Brand 2 ROI
Increase in ROI from Improved In-Flight Targeting
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
The Viewability of Digital Campaigns
© comScore, Inc. Proprietary. 29
Arguably the Most Important Digital Advertising Initiative To Date:
Making Measurement Make Sense (3MS) Mission
Improve reporting of ad exposure
Bolster confidence that ads delivered are
actually viewable:
50% of pixels in view for 1 second
© comScore, Inc. Proprietary. 30
The four key aspects of all Digital Advertising that can be
improved ……
Viewability Brand Safety Targeting
Accuracy Fraud
© comScore, Inc. Proprietary. 31
In-View: 100% isn’t Realistic
User leaves page before
1 second User’s browser isn’t
on full-screen setting
Non-human traffic drives
up impression counts,
when a person never
actually saw the ad
In-View: 100% isn’t Realistic
© comScore, Inc. Proprietary. 32
However, overall average in-view rate is ONLY46%, with variance seen
across verticals, though spanning a smaller range than in-target
% In-View: Overall* and by Select Advertiser / Vertical** Source: comScore vCE Benchmarks, Q1 2014, U.S.
.
© comScore, Inc. Proprietary. 33
Premium Publishers Boast Higher Average In-View Rates than Ad
Networks/Exchanges
© comScore, Inc. Proprietary. 34 40% improvement in viewability generating 75% increase in sales impact
Advertisers get huge return from increasing viewability: A 40%
increase in viewability drives a 75% increase in in-store sales lift for
Kellogg’s
Sales Lift Index In-Store Sales Lift Indexed to 100 for Less Than 50% Viewability of Impressions
Less Than 50%Viewability
At Least 70%Viewability
100
175
© comScore, Inc. Proprietary. 35
Using comScore vCE, campaign delivery can be monitored and optimized
in-flight. Publisher 1 is delivering results superior to Publishers 2 & 3 and
would receive a greater share of ad spend
In-Flight Campaign Optimization by Publisher
Based on Cost and Effectiveness
Brand X - Q3/Q4
Publisher Avg
Frequency
Impressions
in Target
Impressions
in View
Lift in
Awareness CPM
1 3.5 24.5% 83% 5.74 $2.44
2 3.0 16.9% 91% 0.55 $9.08
3 8.4 23.5% 71% 0 $8.62
© comScore, Inc. Proprietary. 36
comScore and Google partner to offer actionable audience metrics for brands:
vCE to be imbedded in Doubleclick ad server
“simplicity and
actionability”
“tipping point”
“greater scale and
efficiency”
© comScore, Inc. Proprietary. 37
validated Media Essentials™ provides media sellers with the insights
they need to evaluate ad inventory across their site or network of sites
Audience
Viewability
Engagement
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
The Future:
The Importance of Cross-Platform Measurement
© comScore, Inc. Proprietary. 39
401 429
100
446
124
December 2010 December 2013
Total digital media consumption in U.S. has nearly doubled in the past
three years, led by massive growth in smartphone engagement
999
502
+7%
+99%
+344%
N/A
Total U.S. Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone and Tablet
Source: comScore Media Metrix Multi-Platform, December 2013
Note: Dec-2010 Mobile is estimated based on earliest observed comScore smartphone
engagement data calibrated by number of smartphone users at that time
© comScore, Inc. Proprietary. 40
Engagement for many content categories is Incremental to
Desktop, but for a few it’s Cannibalizing
7.9 9.5
1.7
4.3
1.0
May 2012 U.S. May 2013 U.S.
3.2
2.1
0.8 2.6
0.4
May 2010 U.S. May 2013 U.S.
Sports Weather
Total U.S. Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone and Tablet
Tablet
Phone
Desktop
Tablet
Phone
Desktop
© comScore, Inc. Proprietary. 41
Research Lab: A Look into the Future
Billion Dollar
© comScore, Inc. Proprietary. 42
4hr 19min 4hr 28min 5hr 6hr 7min
50 min
59 min
55 min 51 min
40 min
47 min
TV Only TV + PC/LaptopOnly
TV + PC/Laptop +Mobile Only
TV + PC/Laptop +Mobile + Tablet
More Screens = More Time Spent on Every Device
Average Time Spent Per Day Following Olympics
4hr 19min
5hr 18min
6hr 50min
8hr 29min
TV
Only TV +
PC/Laptop
TV +
PC/Laptop +
Mobile
TV +
PC/Laptop +
Mobile +
Tablet
Tablet
Mobile PC/Laptop
TV
© comScore, Inc. Proprietary. 43
comScore Multi-Platform Measurement
Completed Dec 2013
Five-Platform Measurement of
Unduplicated Audiences & Ad
Campaigns at Content / Device Level
TV
Radio
Desk/Laptop, Smartphone, Tablet
31 combinations
Hybrid Methodology
Single-Source Calibration
Census Digital & TV
IP Address & Cookie Data Integration
© comScore, Inc. Proprietary. 44
10%
20% 22%
12% 15%
9%
32%
41%
Random Blueprint
% A18-49 Exclusive Weekly Reach by Platform Combination based on:
TV-Radio TV-PC-Radio TV-Smartphone-Radio TV-PC-Smartphone-Radio
comScore
Actual
Random
Assumptions
Platform Duplication is Far From Random
44
Source: Project Blueprint May 2013
Based on total media usage
© comScore, Inc. Proprietary. 45
Key Takeaways
Moving from clicks to viewability has boosted the value of
publishers’ digital advertising
In-flight campaign optimization of viewability, targeting and
frequency is being demanded by advertisers and promises to
accelerate the shift of branding ad spending to digital
It can be expected that Publishers’ CPMs will increase as
advertisers realize the benefits of improved visibility and
increased sales lift
comScore vCE and vME provide viewability-based services
to advertisers and publishers designed to deliver additional
value to both parties
The future of media planning and analysis requires cross-
platform measurement
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Thank You!
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