- GOING BEYOND HYBRID MEASUREMENT OF DIGITAL CONSUMPTION IN A MULTI-SCREEN WORLD
asi Madrid, 2014
“Marketers are facing a dilemma: they aren’t sure what is working and they are
feeling underequipped to meet the challenges of digital. They are having a tough time keeping up with the pace of
change in the industry. “
Ann Lewnes, CMO, Adobe
MEASUREMENT CHALLENGES 92% OWN AT LEAST TWO OR MORE SMART DEVICES 73% OWN THREE OR MORE
SMART DEVICES
55% OWN FOUR OR MORE SMART DEVICES!
! Limited by sample size
! Limited by frequency
! Limited to respondent declarations
! Unconnected to demographics
! Single-player coverage, by definition
! Unavailable as syndicated data
! Unconnected to demographics
! Black-box methods ! Varying frequency &
accuracy
! Coverage limited by meter architecture
! Demographically representative, but behaviorally?
! Limited sample size, limited coverage
SURVEYS ESTIMATES
PANELS ANALYTICS
Source: 2014 by Verto Analytics
CURRENT RESEARCH METHODS DO NOT WORK:
TODAY’S MEDIA WORLD FACES 3 MAJOR TRANSFORMATIONS
2%
9%
13%
18%
21%
30%
33%
42%
59%
94%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Wearable Computer
eReader
Streaming Media Player
Smart TV
Portable Media Player
Game Console
Cell Phone
Tablet
Smartphone
PC
Reach (%)
Source: Verto Analytics Inc. Measurement Data Time Period: September 2014 Country: United States
Target: US online users
1. FAST GROWING NUMBER OF DEVICES & METHODS TO CONSUME CONTENT
1. FAST GROWING NUMBER OF DEVICES & METHODS TO CONSUME CONTENT
0%
5%
10%
15%
20%
25%
30%
35%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
% o
f Int
erne
t use
rs
Number of all devices owned
US UK
Source: Verto Analytics Inc. Measurement Data Time Period: September 2014 Country: United States, United Kingdom
2. SHIFT FROM ONE-TO-MANY WORLD ..
Retail Subscription
VIDEO PRINT WEB
... TO THE MANY-TO-MANY WORLD
VIDEO
Video Game Console
PC Smartphone Tablet
Retail Subscription
PC Smart phone
Video Game
Console PC Smart
phone
Video Game
Console Tablet
WEB
Tablet
2. SHIFT FROM ONE-TO-MANY TO THE MANY-TO-MANY WORLD
3. COMPETING FOR ENGAGEMENT WITH INCREASING NUMBER OF SERVICE PROVIDERS
WHY CURRENT HYBRID APPROACHES FACE CHALLENGES
1. What devices and media you should measure? How to obtain comparable metrics across all the
devices and content?
2. How to measure all media exposure of a given consumer? How to avoid the problems of
duplication when calculating net reach? How to avoid the shortcomings of modeling & fusion?
3. How to project to the market? What is the right market?
4. What are the best data sources to measure the market? How to obtain a truly holistic census-level
view of the market?
VERTO 360°
VERTO MONITOR: INTEGRATED MEASUREMENT DATA AND INSIGHTS
DATA
• What type of data is being collected? Survey? Census-level web analytics? Census-level
campaign analytics? Panel-based passive measurement? Econometrically modeled information?
SCOPE
• What type of consumer behavior or attitudes are covered by the research?
• What subjects, media or behavior is absent from data collection?
TECHNICAL CONSTRAINTS
• What are the inherent limitations of the data collected?
• Does the web analytics data have limited demographics? Does the panel-based passive
measurement not cover app usage?
KEY QUESTIONS
INHERENT BIASES
• What are the inherent biases of the data collection method?
DEPTH OF COVERAGE
• Given the scope covered by the data, how deep does the coverage go?
• What level of granularity and detail does the data offer you?
MITIGATION
• What methods (if any) does the research use to offset or mitigate its technical constraints and
inherent biases?
KEY QUESTIONS
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