Joan FitzGerald at the Video Insider Summit
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Transcript of Joan FitzGerald at the Video Insider Summit
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From TV to Total Video: The New Multi-Platform ConsumerMediaPost Video Insider Summit
Joan FitzGerald, SVP TV and Cross-Media Services
comScore
© comScore, Inc. Proprietary. 2
“Ad buyers and sellers are starting to take the rules they learned from the digital universe … and apply that to TV”
Forbes 9-12-14
© comScore, Inc. Proprietary. 3
The Brave New Digital World: Adoption of Smartphones & Tablets has dramatically changed the digital media landscape
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 417910
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
200,000,000
Nu
mb
er o
f D
evic
e O
wn
ers
Number of U.S. Device Owners (Smartphone and Tablet)
Source: comScore MobiLens/TabLens 3 month average ending June 14
172 MILLION +22%vs. YA
93 MILLION
+36% vs. YA
© comScore, Inc. Proprietary. 4
December 2010 December 2013 July 2014
401,278 429,104 495,096
131,000
442,000 521,366
11,000
123,661
143,008
Digital engagement has doubled in the past three years, led by massive growth in mobile usage, but desktop engagement has not declined
995
543
+7%
+83%
+237%
+1040%
Total U.S. Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone, and Tablet
Source: comScore Media Metrix Multi-Platform, Dec13 and Jul14Note: Dec-2010 Smartphone and Tablet numbers are estimated based on earliest observed comScore smartphone
engagement data calibrated by number of smartphone users at that time.
1,159 +17%
+15%
+17%
+16%
© comScore, Inc. Proprietary. 5
Google Sites
Yahoo Sites
Microsoft Sites
AOL, Inc.
Amazon Sites
Apple Inc.
Turner Digital
Twitter.com
CBS Interactive
Desktop Only Desktop + Mobile Mobile Only
On average, for the top 10 leading properties, 34% of monthly visitors are mobile-only and 72% of mobile engagement relies on apps vs browser
Top 10 Properties: Total U.S. Digital PopulationUnique Visitors (MM) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., July 2014
236
217
208
206
171
162
138
127
122
113
20%
33%
21%
9%
57%
30%
0%
41%
23%
45%
80%
67%
79%
91%
43%
70%
99%
59%
77%
55%
Browser App
% of Mobile Time Spent – Browser vs. App
Source: comScore Mobile Metrix, U.S., July 2014
Mobile = Smartphone + Tablet
Mobile app usage for Apple.com Sites includes all Apple property apps (e.g. iTunes,
Apple Maps, etc.)
Apple Sites
11%
20%
18%
27%
28%
34%
55%
39%
67%
39%
© comScore, Inc. Proprietary. 6
Strong growth in mobile app usage has propelled apps to a majority of digital engagement at 52%, while total mobile activity is at 60%
Mar
-201
3
Apr-201
3
May
-201
3
Jun-2
013
Jul-2
013
Aug-201
3
Sep-2
013
Oct-2
013
Nov-20
13
Dec-2
013
Jan-2
014
Feb-2
014
Mar
-201
4
Apr-201
4
May
-201
4
Jun-2
014
30%
35%
40%
45%
50%
55%
60%
65%
Share of U.S. Digital Media Time Spent Shifts by PlatformSource: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S.,
March 2013 - June 2014
53%
47%
40%
60%
40%
52%
Mobile
Mobile App
Desktop
© comScore, Inc. Proprietary. 7
Photo/Video Sharing and Watching TV/Video are the fastest growing among top activities performed on mobile phones
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Top 10 Activities Performed on a Mobile Phone at Least Once in a WeekUnique Visitors (000)
Source: comScore Mobilens, U.S., Jul 2014
Y/Y Growth Rate
16%
16% 15%
17%17%
8%36% 18% 33% 16%
© comScore, Inc. Proprietary. 8
Online video allows convenient viewing of TV content and is an incremental audience – it’s not about avoiding adscomScore study sought to answer: why do viewers choose to watch TV content online?
9NOT out of ad-avoidance9Main factor is convenience and time-shifting
7%
13%
25%
38%
57%
71%
Don’t subscribe to cable/don't have a TV
Prefer the online experience
Like to see past episodes
Less ads
Convenience
Missed episode on TV
© comScore, Inc. Proprietary. 9
comScore Cross-Platform Measurement—
TotalVideo
LinearTV
OTTVideo
DigitalVideo
© comScore, Inc. Proprietary. 10
1 A SINGLE, Unduplicated Audience Metric
2 UNIFIED Demography Across Platforms
3 HOLISTIC Accounting of All Video Viewing Behavior
4 SCALABLE Measurement of Platforms & Audiences
5 FLEXIBLE to Fit the Future of Advertising
5 PRINCIPLES OF COMSCORE TOTAL VIDEO
© comScore, Inc. Proprietary. 11
Initial CIMM Cross-Media studies clarified the research challenge
PANELS: + Demographics+ Single-source- Limited size- Scaling is prohibitively
expensive
+ Necessary scale+ Globally and nationally
representative
CHALLENGE: Can we develop a methodology that leverages the value of panels with the scale of census measurement?
CENSUS:
CONFIDENTIAL
© comScore, Inc. Proprietary. 12
comScore Advances Cross-Platform Measurement
PC + TV
2010 2011 2013 2014
Set Top Box Data across 4M HHs
Multi-ScreenPhase I
2012
5 ‘Screen’ Phase 1
Mobile + PC + TV Mobile + PC + TV
OTT Integration
Multi-ScreenPhase II
© comScore, Inc. Proprietary. 13
Measuring Sony Crackle Across Multiple Platforms Requires Many Layers of Video Audience De-duplication
Mu
lti-
Pla
tfo
rm
Total Digital
Desktop
Total Mobile
SmartPhone
iOS
Android
Tablet
iOS
Android
Living Room Devices
Console
Playstation
PS3
PS4
Xbox
Xbox 360
Xbox One
Connected TV
SmartTV
LG/Samsung
Y! Widgets
Toshiba
Vizio
DlinkBravia TVRoku
© comScore, Inc. Proprietary. 14
12.1
2.8
2.01.2
Incremental from Co-View-ing
Incremental from Living Room Devices
Incremental from Mobile
Desktop
18.0
Source: comScore Custom Research, December 2013
Digital Platforms Increased Crackle’s Audience Size by 50%S
ony
Cra
ckle
Un
ique
Vie
wer
s (M
M)
© comScore, Inc. Proprietary. 15
TV Only TV + PC/Laptop Only TV + PC/Laptop + Mobile Only
TV + PC/Laptop + Mobile + Tablet
4hr 19min 4hr 28min 5hr6hr 7min
50 min59 min
55 min51 min
40 min
47 min
More Screens = More Time Spent on Every Device
Average Time Spent Per Day Following Olympics
4hr 19min5hr 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. 16
To take advantage of ESPN’s
total Reach, an advertiser needs
to place messages across all
platforms
Source: Project Blueprint September 2013
Exclusive Daily Reach
Men 18+42 million total Reach
29.8
6.4
5.5
ESPN Daily Reach Build (Millions)
Added Reach-Radio
Added Reach-Digital
TV
+40%
© comScore, Inc. Proprietary. 17
UsersM18+
UsageM18+
49%
16%
30%
42%
17%
33%
4% 9%
4+ Platforms3 Platforms2 Platforms1 Platform
About half of all users during September 2013 were multi-platform users
However, multi-platform users did most of the consumption
Source: Project Blueprint September 2013 (users/usage in total month)
Users% = % of total users; Usage% = % of total minutes
ESPN Multi-Platform Users and Usage
50% 84%
© comScore, Inc. Proprietary.
Campaign Measurement: Brand X Web and Digital Video Adds 12 Reach Points
Cross-Platform Campaign Measurement
Week 1
Week 1-2
Week 1-3
Week 1-4
Week 1-5
Week 1-6
Week 1-7
Week 1-8
Week 1-9
Week 1-10
Week 1-11
Week 1-12
Week 1-13
Week 1-14
0%
10%
20%
30%
40%
50%
60%
70%
59.2%
47.0%
19.2%
2.1%
Cross Platform Reach
Total TV Web
Online Video
12.2%
Demographic TV ReachIncremental Digital Reach Index
All Persons 60.0 7% 100Men 18-34 47.0 12% 171Men 25-54 60.0 18% 257Men 35+ 75.0 5% 71Women 18-34 60.0 10% 143Women 25-54 65.0 10% 143Women 35+ 70.0 7% 100
CONFIDENTIAL
© comScore, Inc. Proprietary. 19
Arguably the Most Important Digital Advertising Initiative To Date:Making Measurement Make Sense (3MS) Mission
Advertisers demand improved campaign delivery and improved reporting of ad exposure
Bolster confidence that ads delivered are actually viewable:
50% of display pixels in view for at least 1 second
50% of video in view for at least 2 seconds
© comScore, Inc. Proprietary. 20
The four key aspects of all Digital Advertising that can be improved … with viewability shining a light on non-human traffic
Viewability Brand SafetyTargetingAccuracy
Non-Human Traffic
© comScore, Inc. Proprietary. 21
Average in-view rate is only 46%. Premium Publishers boast higher average in-view rates than Ad Networks/Exchanges, with much of difference being driven by NHT
© comScore, Inc. Proprietary. 2240% 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 IndexIn-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. 23
Publishers & Media Brands Brands & Marketers
Measure your total audience – across TV, radio, PC, smartphone and tablet
Understand incremental increase in audience as content is delivered on multiple platforms
Uncover insights about which forms of content are most effective on a particular channel and to which audiences
Determine how consumption of your content varies by demographic composition and media channel
Understand size and composition of audiences reached for multi-screen campaigns
Use common metrics across platforms: reach, frequency, impressions, GRPs/TRPs
Plan reach, frequency and timing of exposure across channels to improve audience targeting and effectiveness
Determine incremental reach gained by adding platforms to your campaigns
Ensure quality of campaign by quantifying viewability, targeting, NHT and brand safety
Benefits for Agencies, Marketers and Publishers
CONFIDENTIAL
© comScore, Inc. Proprietary. 24
Key Takeaways
• Consumers are embracing mobile in a big way – and it’s
changing how we think about our brands • Consumers are building more video into their lives – building
advertising opportunities
• TV is still King, but it's not a zero-sum game• Time spent viewing “TV programming” not declining but fragmenting
across devices while more devices equals more engagement
• TV content owners aggressively monetizing online video with ad
revenues. Big upside
• Tomorrow’s media research data won’t mirror the past
© comScore, Inc. Proprietary. 25
www.comscore.com/Total