Татьяна Хандурова comscore
TRANSCRIPT
Lessons Learned
Gregory DaleEVP International, comScore Inc
Measure what Matters for Online Advertising
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NASDAQ SCOR
Clients 1860+ worldwide
Employees 900+
Headquarters Reston, VA
Global Coverage170+ countries under measurement;43 markets reported
Local Presence 32 locations in 23 countries
comScore is a Global Leader in Measuring the Rapidly Evolving Digital World, Blanketing the Globe with a Local Presence
V1011
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Topics for Today
1. Worldwide Trends to Watch
2. The Rise of Digital Advertising
3. Lessons Learned for Optimising Ad Effectiveness
4. Key Take Aways
3 Worldwide Trends to Watch
SocialVideoMobile
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2008 2009 2010 2011
Time Spent on Key Categories OnlineWorldwide Hours per Month (Billions)
35
30
25
Nearly in 5 minutes online is spent on social networks today1
Source: comScore Media Metrix, April 2012Trendline: comScore Media Metrix, March 2007-October 2011
Social Networking
Search/Navigation
Retail
Communications (Email/IM)
Other Content
1 in 3 minutes online in Russia are
spent Social Networking
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Worldwide Video Engagement Increased 19 Percent in 7 Months Indicating a Shift from Short-Form to Long-Form Content
Source: comScore Video Metrix, Worldwide, Age 15+, Sep 2011 vs April 2012
51 billion minutes
spent watching
online videos
23.2 Hours per Viewer in Russia
+139% versus April 2011
Average Hours per Viewer
16.6
19.8
Worldwide Video ViewingSep-11 Apr-12
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The Rise of the Connected Consumer:New Devices are Changing How Consumers Access Content
Source: comScore Device Essentials, US, March 2012
Computer93.4%
Mobile4.8%
Tablet1.8%
Other0.1%
Share of Connected Device Traffic in RussiaSource: comScore Device Essentials, March 2012
Digital Advertising and Lessons Learned on how to deliver Results
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In Europe, richer formats and new platforms have resulted in brands investing more in display advertising
RussiaDisplay +25%
% Growth 2010 vs. 2009
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With continued investment in display, our lessons learned about online advertising are increasingly important
Cookies present a unique challenge for advertisers in the digital space
The click, although extremely popular, is an incomplete and often misleading metric
Accurate delivery of media plan is critical and challenging to measure correctly
With the right strategy, Display Advertising can be effective as TV at building engagement and delivering sales
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Branding advertisers on TV are accustomed to audience guarantees and expect the same in digital
Cookies Are Not People
Cookie Proliferation
Yet, accuracy of cookie-based digital plan delivery is problematic:
Cookie Deletion
X
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In 2007, comScore’s First Post-Buy Analysis Across 8 Digital US Campaigns Showed Execution Left a Lot to be Desired…
Source: comScore Inc, Custom Analysis
Percent of Ad Impressions for 8 Campaigns
In US But Not Target
Hit Target Frequency
>=5
Hit Target Frequency
<=4
Outside US0%
10%
20%
30%
40%
50%
60%
70%
61%
8%
19%12%
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Cookie-based demo targeting limits a campaign’s ability to selectively reach a targeted audience
Male40%
% C
om
po
sit
ion
of
Ex
po
se
d A
ud
ien
ce
Female 60%
40% of exposed consumers outside of planned gender target
14.4%
17.3%
25.3%
22.4%
20.6%
55+
Only 43% of females exposed to the campaign met the targeted age group
Only 25% of all exposed consumers met planned targeting criteria
45-54
35-44
25-34
15-24
Target for this health & well being product was females age 35-54
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Skewed ad server delivery causes wasted GRPs with overly saturated consumers
1 2 3 4 5 6 7 8 9 10+
48%
16%
8%5%
3% 3% 2% 2% 1%
13%
Exposures per Person
Overexposed: a majority of these
27 Exposures per Person!
Distribution of Exposed People by Frequency of Exposures
CPG Campaign• 4 Weeks• 43 GRPs• Reached ~ 8MM People• Average Frequency =
4.5
22%
64%
Source: comScore 2011
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Clickers represent a small and declining segment of internet users
• In Russia, 5% of all internet users account for 84% of all clicks
• Optimising against clicks means ignoring 9 of 10 internet users
Source: comScore, Inc. Custom Analysis; Russian data from Natural Born Clickers in Russia report, May 2011
July 2007 August 2010
68%
88%
Growth in U.S. Non-Clickers
Russian Non-Clickers
90% Non-Clickers
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Online Offline
$994
$9,905
$1,263
$11,550
Unexposed Exposed
Dollar Sales Lift Among Households Exposed to Online Advertising
% Lift: 17%
% Lift: 27%
Despite click rates of only 0.1%, comScore research has shown that display ads can 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
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The Short-Term Offline Sales Lift from Digital Advertising Matches Longer-Term TV Impact
+8% +8%
comScore tests conducted over a three-month period; assumes 40% HH Internet reach
1: Digital display ads include more messages about price and promotion than TV ads, which tend to be strictly focused on brand building
2: More precise targeting of digital allows more impressions to be delivered against target
audience in a given period of time
TV Internet
Offline Sales Impact of Advertising for FMCG Brands: TV Versus Digital
BehaviorScan tests conducted over a one-year
period.
(BehaviorScan)
(comScore/dunnhumby)
Action Lift Case Study: Yandex and Automotive Brand
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AdEffx Action Lift™
Action Lift measures the immediate and latent impact of digital
advertising on consumers’ online behaviors, such as:
Site visitation
Site engagement
Trademark search
Provide a more reliable & actionable metric to advertisers which is more comparable to TV and does not depend on click-through
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Advertiser Site Visitation, Week 3
Source: comScore Action Lift
Week 1 after exposure
Weeks 1-2 after exposure
Weeks 1-3 after exposure
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
0.4%
1.1%1.7%
2.3%
3.8%
5.0%
% Reach of Auto Site
Control Group Test Group
5.0% of those exposed to the campaign visited the Automotive site at least once in the three weeks after first exposure to the campaign; compared to 1.7% of
those not exposed to the campaign
Test/Control Difference
Weeks 1-3
+199%
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Advertiser Site Engagement, Week 3
Source: comScore Action Lift
Control Group Test Group0
50
100
150
200
250
72.4
204.7
Average Pages @ Auto Site
Control Group Test Group0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
29.6
92.3
Average Minutes @ Auto Site
Exposed users consumed 183% more pages and spent
212% more time on the Automotive site
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Advertiser Search Term Usage, Week 3
Source: comScore Action Lift
Control Group Test Group0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.15%
0.21%
% Reach of Search Terms
Exposed users are
38% more likely to search for at least one of the defined set of
branded search terms
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Advertiser Conversion, Week 3
Source: comScore Action Lift
Exposed consumers were more likely to download brochure, visit car configurator site or request test drive
Test/Control Difference
Weeks 1-3
+148%
Week 1 after exposure
Weeks 1-2 after exposure
Weeks 1-3 after exposure
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
0.40%
0.45%
0.09%0.12%
0.16%0.15%
0.32%
0.40%% Reach of Conversion URL
Control Group Test Group
An Eye to the Future
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The great promise of the Internet has always been that it’s the ‘most measured and most accountable’ medium…
IMPRESSIONS Inflated Inflated
CLICK-THROUGHRATE Gamed Irrelevant
COOKIE REACH & FREQUENCY Not Important
Confounded by cookie-to-person relationship
PERSON-BASED REACH & FREQUENCY
Not ImportantDistorted by non-visible impressions
But 15 years later, the promise has frayed…
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The industry is discussing viewability
“Digital Action Group members are demanding greater transparency in the increasingly complex digital trading ecosystem.” -- Alex Tait, ISBA Digital Action Group Chairman (UK Advertisers)
Making Measurement Make Sense (3MS)
Auch die Standardisierung der Visibilitätsmessung ist für den Leistungsnachweis von zentraler Bedeutung und muss mit hoher Priorität weiter vorangetrieben werden. -- Susanne Wallraff, Head of Media DanoneThe standardisation of visibility is a key measure of performance and must be given the highest priority.
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vCE Charter Study:Major Branded Advertisers Came Together to Lead & Learn
Allstate
US18 campaigns
2 billion impressions 400,000 sites
EUROPE21 campaigns
1.3 billion impressions 240,000 sites
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vCE Charter Study: In-view Rates Need to Be Improved
Campaign In-view ad rates ranged from: US 55% to 93% EU 31% to 72%
US69%
AVERAGE64%
AVERAGE
EU
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The face of digital advertising is changing rapidly as consumers become more social, TV content continues to be moved online and new devices flood the market
Understanding the unique challenges of digital and adapting measurement principles can help unlock the power of digital advertising
− Know why cookie deletion matters− Closely monitor media plan delivery− Ensure targeting is accurate− Ignore the click, trust brand engagement metrics
Initial Action Lift results for major automotive advertisier are a great initial step towards validating digital advertising effectiveness in Russia, viewable impressions is the next global trend to watch
Conclusions
Thank [email protected]