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October 2009
Bogota, Colombia
Alexander Banks
Managing Director, Latin America
2© comScore, Inc. Proprietary and Confidential.
2
� Corporate headquarters: Reston, USA
– Offices in London, Paris, Tokyo, NYC, Chicago, San Francisco, Seattle, Toronto
� Year founded: 1999
� Employees: 500+
� Successful IPO (NASDAQ: SCOR) – June 26, 2007
� Acquired M:Metrics – May, 2008
� Number of clients: 1,200+
� Company-wide renewal rate well over 90%
� The source of record for leading media outlets worldwide
– comScore data and analysts are cited approximately 8-10,000 times each year
– Search for us online, or visit comscore.com
comScore, Inc: A Closer Look
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3
to Measure the Search Market (qSearch)
to Deliver a Worldwide Internet Audience Measurement (World Metrix)
Video Streaming Measurement (Video Metrix)
to Provide Behavioral Ad Effectiveness (Campaign Metrix)
to Build and Project from 2M+ Longitudinal Panel
to Monitor and Report eCommerce Data
Strong Track Record of Innovation & Leadership
WORLD ECONOMIC FORUMTechnology Pioneer 2007
Top 100 MostInnovative CompaniesDecember 2004
World’s LargestWindows DatabaseDecember 2001,2003, 2005
External RecognitionExternal Recognition
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1,200 + Blue Chip Clients
Internet Agencies Telecom Financial Retail Travel CPG Pharma Technology
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What does comScore do and how?
� Continuously monitors the online activity of more than 2 million people worldwide, enabling us to analyze and report on all kinds of online behavior
� Provides online publishers…
– Data that helps them better understand the demographic makeup, the level of
engagement, and the behavior/affinity of the unique audiences visiting their various
websites (develop audience, design new content, enrich sales proposals etc.)
– Unique and consistent competitive intelligence, historic coverage for trend analysis
� Provides advertising agencies…
– Data that allows them to more effectively target individuals online, thereby building
powerful advertising campaigns that result in increased ROI for their clients (both
demographic and behavioral, can compare thousands of websites, channels etc.)
� Provides retailers and traditional companies…
– Research that helps them better understand and appreciate the Internet and take
advantage of all the opportunities this platform represents in terms of business
development and CRM
We help companies make money online
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Data collected from more than 2M panelists in over 170 countries
7© comScore, Inc. Proprietary and Confidential.
Almost 40 countries reported on each month
October 2009
The Global Online Audience
Alexander Banks
Managing Director, Latin America
9© comScore, Inc. Proprietary and Confidential.
� In 1996, 2/3 of the world’s Internet population was in the US, yet today Asia Pacific is the largest region.
� Many emerging regions are likely to bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video, and collaborative content immediately accessible.
� Early adoption of mobile web in addition to PC web will likely be popular in many of these high-growth areas.
Middle East - Africa
Europe
North America
Asia Pacific
Latin America
Distribution of Worldwide Internet AudienceUS Internet Population vs. Rest of the World
Rest of the World
US
The US is No Longer the Center of the Online Universe
Source: comScore World Metrix, July 2009
10© comScore, Inc. Proprietary and Confidential.
Internet Users Age 15+ (MM)
China Surges Past the US
While US user growth has remained flat over the past year, China, Russia, and Brazil have
experienced impressive growth rates of 31%, 26% and 23%, respectively.
Source: comScore World Metrix, July 2009
Millions of Internet Users (15+, home & work locations)
11© comScore, Inc. Proprietary and Confidential.
Average Hours Per Visitor Per Month
43.1
32.5
29.7
29.5
28.5
28.3
27.9
27.2
26.6
26.4
25.2
25.1
25.0
24.9
24.6
Canada
United States
Turkey
Israel
United Kingdom
Mexico
South Korea
France
Venezuela
Netherlands
Chile
Colombia
Spain
Brazil
Sweden
Online Engagement by Country
Canada is the most engaged country, followed by the US, both of which
increased time online over the past year (Canada +7%, US +17%)
Source: comScore World Metrix, July 2009
12© comScore, Inc. Proprietary and Confidential.
The Majority of Top Properties’ Audiences Coming from Outside US
196
19264%
237
19770%
76%
73%
370
295
268
81%
66%
854
702
592
84%
77%
77%
US Audience Non-US AudienceTotal Worldwide
Unique Visitors (MM)
Source: comScore World Metrix, July 2009
�The top 10 Global Properties attract a majority of Unique Visitors from outside the US; Google Sites and Microsoft Sites attain 84% of their audience from non-US countries.
�All top sites have experienced a shift in visitor composition to a more international audience: non-US visitors now represent 77% and 66% of Facebook’s and AOL’s visitors, respectively.
84%
13© comScore, Inc. Proprietary and Confidential.
How global online behavior has changed over the last year
Source: comScore Media Metrix Share of Global Minutes on Key Online Categories, May 2008 vs. May 2009
Share of time Spent on Entertainment is growing the fastest
Instant Messengers and Conversational Media both boast significant usage time
14© comScore, Inc. Proprietary and Confidential.
What is social media?
� Social Media is…
– media designed to be disseminated through
social interaction
– a logical step in the ongoing evolution of the
interactive platform
– the key driver of the fast-growing Web 2.0
category (including blogs, social networks,
UGC sites etc.)
– the combination of communication (email,
messenger) media-sharing (photos, music,
video etc.) and/or UGC (opinion, feedback)
– an umbrella term that defines the various
activities that integrate technology, social
interaction, and the construction of words
and pictures.
15© comScore, Inc. Proprietary and Confidential.
Everything from Twitter to Facebook to Digg to Linkedin to Youtube
Examples of social media software applications include:
� Communication Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox, ExpressionEngine, Xanga
� Micro-blogging / Presence applications: Twitter, Plurk, Jaiku, fmylife
� Social networking: Bebo, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Hi5, Ning, Elgg
� Events: Upcoming, Eventful, Meetup.com
� Collaboration Wikis: Wikipedia, PBwiki, wetpaint
� Social bookmarking: Delicious, Digg, StumbleUpon, Google Reader, CiteULike
� Multimedia Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa
� Video sharing: YouTube, Vimeo, sevenload
� Livecasting: Ustream.tv, Justin.tv, Stickam
� Audio and Music Sharing: imeem, The Hype Machine, Last.fm, ccMixter
� Reviews and Opinions Product Reviews: Yelp, epinions.com, MouthShut.com
� Virtual worlds: Second Life, The Sims Online, Forterra
16© comScore, Inc. Proprietary and Confidential.
Profile: Twitter Users
Source: comScore Media Metrix United States, July 2009
Many Twitter regulars opt to access the service exclusively from their mobile devices after an initial visit to Twitter.com…
…the average visitor spends only 22 minutes on the actual
site, viewing just 35 pages over the course of the month.
Age
composition index UV
Income
+2,613%
UVs (000)
composition index UV
Who’s following who on Twitter?
17© comScore, Inc. Proprietary and Confidential.
“Last tweet?”
October 2009
The Latin American Online Audience
Alexander Banks
Managing Director, Latin America
19© comScore, Inc. Proprietary and Confidential.
Latin America Continues Audience Growth
� Growth is flat in North America, European growth mostly driven by Russia
� Asia continues rapid growth on a very large base
� Growth in LatAm expected to continue on the back of increased residential broadband penetration region-wide
Source: comScore Media Metrix, August 2008 to August 2009
960.21,165.2
Worldwide Online Population (Millions)
August 2008 August 2009
+4%
389.6
271.1
183.8
70.3 45.4
477.2
325.6
191.0
90.2 81.2
Asia Pacific Europe North America Latin America Middle East - Africa
Online Population by Region (Millions)+22%
+4%
+20%
+28% +79%
Aug 2009
Aug 2008
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Internet Audience in Latin America is to be Taken Seriously
� Brazil is the 8th largest Internet audience (15+, H&W), Mexico 15th , Argentina 19th and Colombia 21st
� In terms of page views (PVs), Brazil was 10th in July, ahead of Spain, India and Italy
� In July, Brazil consumed 3.2% of the world’s PVs, Mexico next with just over 1%
� In average minutes per visitor, Mexico is 6th in the world (Canada 1st with 43+ hours)
� Argentina (47.6) and Brazil (47.3) are both above the WW average in average visits to the Internet per visitor each month (47.2)
� The WW average percentage of 15-24 year-olds online is 27.6% (15+, H&W)
– Venezuela 50%
– Colombia 48%
– Mexico 47%
– Brazil 31%
– Puerto Rico 31%
– Argentina 27%
– Chile 27%
21© comScore, Inc. Proprietary and Confidential.
The phenomena that is social media in Latin America
� The social networking category reached more than 82% of all Latin American Internet users in the month of July (15+, home and work locations)
– Unique visitors to the category up 22% over July of 2008
– Average number of visits per unique visitor higher than that seen in the US
� Brazil is head and shoulders above the rest of the region in terms of online social networking
– Orkut leads the way with an average of 28 visits per visitor (Facebook average in US is 22)
– Facebook audience has more than tripled in the last 8 months (Orkut unaffected)
– Twitter audience has grown by a factor of almost 10 over just the last 5 months (from 413k in March
to nearly 3.6M in July)
22© comScore, Inc. Proprietary and Confidential.
Facebook’s dominance has spread to Latin America
� Facebook’s recent audience growth across Latin America has been spectacular
– Surpassed 33M in July of 2009 (38% reach)
– Venezuela, Chile and Colombia show the highest reach (80%, 79% and 76%, respectively)
– 3rd largest online property in Chile (2M UVs more than Yahoo Sites, and 2.5X the size of Terra)
– 3rd largest online property in Colombia (2M UVS more than Yahoo, Hi5.com is 7th largest)
– 3rd largest online property in Venezuela (almost 20% more PVs than Google Sites with over 652M)
October 2009
The Colombia Online Audience
Alexander Banks
Managing Director, Latin America
24© comScore, Inc. Proprietary and Confidential.
The Size and Level of Engagement of the Colombian Audience
� Colombia has the fourth-largest Internet population in the Latin America, approaching 9 million home and work users, 15+ (total online pop. ~ 18M)
� The average Internet user in Colombia clocks 23.9 hours of usage per month, an hour and a half more than the worldwide average
Source: comScore Media Metrix August 2009
31.5
13.8
11.5
8.8
6.4
2.1
1.0
Brazil
Mexico
Argentina
Colombia
Chile
Venezuela
Puerto Rico
Internet Users (Millions) in Latin America
26.1
26.2
21.5
23.9
23.8
24.4
17.4
Brazil
Mexico
Argentina
Colombia
Chile
Venezuela
Puerto Rico
Total Online Hours per Visitor Latin America
WW Avg: 22.4
25© comScore, Inc. Proprietary and Confidential.
Profile of the Internet Audience in Colombia
� Internet users in Colombia skew young: nearly half the Internet audience is under the age of 24, and 71 percent are under the age of 34
� In comparison, only 54 percent of the global online population is under 34
28%
36%
48%
26%
28%
23%
22%
19%
19%
14%
11%
8%
10%
7%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Worldwide
Latin America
Colombia
Distribution of Internet Users 15+
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
Source: comScore Media Metrix August 2009
26© comScore, Inc. Proprietary and Confidential.
Demographic Profile of the Colombian Internet Audience - Sept 2009
27© comScore, Inc. Proprietary and Confidential.
How the world uses the Internet
� Source: comScore World Metrix, July 2009
27
28© comScore, Inc. Proprietary and Confidential.
How the Colombian Audience Indexes for Key Categories
110
108
140
89
Portals
Search/Navigation
121
131
119
137
98
69
Reference
Social Networking
Blogs
130
179
89
90
62
76
132
121
38
59
35
45
Instant Messengers
Retail
News/Information
Travel
Sports
105
112
105
96
111
67
Entertainment
Multimedia
Online Gaming
Reach Index Time Index
Utility & Content Categories
“On-ramp” Categories Web 2.0 Categories
Entertainment Categories
Source: comScore Media Metrix August 2009
29© comScore, Inc. Proprietary and Confidential.
Colombia: Highest-Indexing Web CategoriesIndex Compared to WW Reach
Highest-Indexing Sub-categories in Colombia
� Youthful profile of the Colombian internet user is reflected in the sub-category visitation
– Social networking
– Communication (IM, chat etc.)
– Education
– Photo-sharing
– Teens/Kids
� Content preferences also align with behavior typically seen by newer Internet audiences
– E-cards
– Greetings/Gifts
10.3
33.3
12.9
22.7
82.4
7.7
63.8
19.0
11.1
44.3
42.3
41.2
89.3
88.4
4.5
15.9
6.3
11.8
46.1
5.0
42.0
12.9
7.6
30.4
31.9
31.4
68.1
67.8
e-cards
Education - Information
Religion/Spirituality
Radio
Instant Messengers
Flowers/Gifts/Greetings
Photos
Kids
Teens
Education
Newspapers
Discussion/Chat
Social Networking
Colombia Reach WW Reach
230
210
205
193
179
154
152
147
146
146
133
131
131
130
Source: comScore Media Metrix August 2009
30© comScore, Inc. Proprietary and Confidential.
Colombia Boasts Highest Reach of the Social Networking category
� Almost 9 out of every 10 Colombian Internet users visited a Social Network during October (Facebook, Hi5, Sonico, MySpace etc.)
� More than 3.7 billion PVs in October; more than both Australia & Argentina, and almost 1B more than Chile
31© comScore, Inc. Proprietary and Confidential.
The Top 25 Most Visited Web Domains in Colombia
� Facebook in Top 4 with almost 3 billion page views, Hi5 also in Top 20
� Microsoft sites very strong in Colombia, Bing a Top 12 domain
� Google very successful with .com, .com.co, Youtube, .es, etc.
� Rincondelvago, MercadoLibre, El Tiempo & Taringa all Top 25 domains
32© comScore, Inc. Proprietary and Confidential.
The Top 25 Most Visited Web Properties in Colombia
� Facebook in Top 3 Properties, 2.5M unique visitors ahead of Yahoo! Sites
� Sonico & Hi5 also in Top 21 Properties, Hi5 more PVs than Yahoo! Sites
� Terra, El Tiempo & Orange Sites (StarMedia) all with reach near 27%
� Taringa continues impressive regional audience growth
October 2009
How to Make Decisions Based on Audience Affinity
Alexander Banks
Managing Director, Latin America
34© comScore, Inc. Proprietary and Confidential.
Case study: Targeting the online audienceTwo sites offering almost identical demographics…
34
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…but their respective audiences show clearly distinct preferences in terms of online content
35
36© comScore, Inc. Proprietary and Confidential.
Select group of sites targeting heaviest consumers of sites in the business/finance content category
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Select group of sites targeting heaviest consumers of sites in the family & parenting category
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Select group of sites targeting heaviest consumers of travel category
39© comScore, Inc. Proprietary and Confidential.
Select group of sites targeting heaviest consumers of sites in the telecommunication category
October 2009
How Online Advertising Works
Alexander Banks
Managing Director, Latin America
41© comScore, Inc. Proprietary and Confidential.
MEDIUM 2008 Spending ($Billions) Percent
Direct Mail $60.0 20%
Newspapers $34.4 12%
TV - Distribution $28.8 10%
Internet $23.4 8%
TV Networks - Cable $21.4 7%
TV Networks - Broadcast $18.0 6%
Radio $17.2 6%
Yellow Pages $13.8 5%
Consumer Magazines $12.7 4%
Trade Journals $10.0 3%
Out of Home $7.2 2%
Miscellaneous $50.0 17%
TOTAL $296.8 100%
Source: IAB
Advertising dollars spent in the US by platform
42© comScore, Inc. Proprietary and Confidential.
2008 U.S. Measured Media Spend: $186 Billion
Dir
ect
Resp
on
se
Bra
nd
ing
$118 B
$68 B
2008 U.S. Online Media Spend: $26 Billion
5%
30%
$6 B
$20 B
Source: Lehman Brothers, ThinkEquity Partners
Online Advertising is Leaving Branding Dollars on the Table
Online as Percent of Total
$118 B
$68 B
43© comScore, Inc. Proprietary and Confidential.
Business Week: So Many Ads, So Few Clicks
0.17%
0.12% 0.12%0.11%
0.10% 0.10%0.09%
0.08% 0.08%0.07%
0.06%
Rich Media Click-Through Rates by Industry
Source: DoubleClick DART for Advertisers, January – July 2008
Forrester: 35% of Marketers still use ‘click’ for evaluating branding campaigns
44© comScore, Inc. Proprietary and Confidential.
In 2007, Ad Clickers Followed the 80/20 Rule
• In July 2007, despite only representing 16% of the Internet population, moderate to heavy clickers accounted for 80% of display ad clicks
• Clickers were predominately younger (24-44 age range)
• Clickers tended to be lower income (under $40K)
• In July 2007, two-thirds of Web users didn’t click
16%
20%
10%
30%
6%
50%
0%
100%
% Internet Pop % of Clicks
Heavy
Moderate
Light
Non
Source: comScore Natural Born Clickers (July 2007)
Click Frequency
45© comScore, Inc. Proprietary and Confidential.
Ad Clickers Now Follow the 90/10 Rule
• Despite only representing 8% of the Internet population, moderate to heavy clickers now account for 85% of display ad clicks
• Just 4% of the Internet users accounted for 2/3 of display ad clicks
• In March 2009, 84% of web users didn’t click
• Vast majority of those exposed to the advertisement are immediately factored out of any ROI measurement
8%
15%
4%
18%
4%
67%
0%
100%
% Internet Pop % of Clicks
Heavy
Moderate
Light
Non
Source: Natural Born Clickers (March 2009 update)
Click Frequency
46© comScore, Inc. Proprietary and Confidential.
comScore Regularly Studies the Effectiveness of Online Advertising
� The ability to measure sales response drives the allocation of marketing dollars
� Real world analysis: comScore panelists divided into matched groups (exposed and non-exposed to a particular advertising campaign)
� comScore’s “Whither the Click?”
- 200+ comScore studies conducted to assess impact of paid search and online display ads on:
- site visitation
- trademark search
- online and offline sales
� Journal of Advertising Research
- “What We Know About Advertising: 21 Watertight Laws
for Intelligent Advertising Decisions”
- The 21 most important pieces of advertising research
47© comScore, Inc. Proprietary and Confidential.
47
The Impact of Display Ads on Advertiser Site Visitation
There is a significant impact within the 1st week, with a substantial lift being observed over the 4 weeks following initial ad exposure...even considering minimal click-thru rate
Results from 139 comScore Campaign Effectiveness Studies
2.1%
3.1%
3.9%4.5%
3.5%
4.8%
5.8%
6.6%
Week of f irst exposure
Weeks 1-2 af ter f irst exposure
Weeks 1-3 af ter f irst exposure
Weeks 1-4 af ter f irst exposure
Advertiser Site Reach
Control Test
% Lif t: 65.0% % Lif t: 53.8% % Lif t: 49.1% % Lif t: 45.7%
48© comScore, Inc. Proprietary and Confidential.
Display Ads Also Successfully Lift Trademark Search Activity
0.2%
0.4%
0.5%
0.6%
0.3%
0.5%
0.7%
0.9%
Week of f irst exposure
Weeks 1-2 af ter f irst exposure
Weeks 1-3 af ter f irst exposure
Weeks 1-4 af ter f irst exposure
% Making a TM/Brand Search
Control Test
% Lif t: 52.3% % Lif t: 46.0% % Lif t: 40.3% % Lif t: 38.1%
Results from 139 comScore Campaign Effectiveness Studies
Significantly increase the likelihood of specific product searches vs generic searches
Latent effect helps highlight the brand-building value
49© comScore, Inc. Proprietary and Confidential.
How Online Advertising Works: Summary
� Forget the “Click”
– Time to move on
– All that can be measured should not necessarily be measured
– The Internet is just another screen, albeit much more measureable
� Like any other media, focus measurement of ROI on the sales impact and the change in consumer behavior and attitudes over time
� Online branding campaigns have proven to be very effective for both online and offline retailers, online and in-store sales lift highlighted in ‘Whither The Click’ white paper
� Use Reach / Frequency metrics in pre-planning and post-analysis of media plan
� Follow traditional model on the Internet: What I am saying? To how many? How often?
-Ted McConnell, Director of Digital Innovation at P&G
50© comScore, Inc. Proprietary and Confidential.
In Conclusion and Questions & Answers
� Colombia has a young, highly engaged and fast-growing Internet audience
� Social media clearly the enabler in terms of content
� Dominant 15-24 is attractive demographic for some, others need to plan/target effectively by demographic, affinity etc.
� As the years pass, demographic makeup of audience will even out, content consumed will align more and more with rest of the world
� The Internet will only become more and more important, especially for ad agencies and advertisers, as well as traditional companies
� For advertisers, digital strategies should always consider the time spent on line, the highly targeted advertising opportunities it offers, and the significant brand-building/customer-engagement opportunities it presents
� Questions & Answers?
- Colombian audience questions? Top sites?
- Methodology? Panel in Colombia? Recruitment?
51© comScore, Inc. Proprietary and Confidential.
Introducing comScore MMX360: A Panel-Centric Hybrid Measurement Approach
A best of breed approach
to digital measurement
that continues to revolve
around people
52© comScore, Inc. Proprietary and Confidential.
Introducing MMX 360: Panel-Centric Hybrid Measurement
QUERY TAGSContent
Categorization
PANELPeople Measurement
Reach, Demographics, Affinity, Duration
SERVERSCensus Coverage
of UsageAnywhere
Complete and Fully Reconciled Measurement
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Filtered Traffic Broken Out by Source, then Home + Work Universe Integrated with Panel
Filtered Census Traffic
Apply proprietary methodologies to develop
comScore Universes
comScore Reported Universes
Mobile Phones
Shared Machines
Work
Home
The Universe Report
Gender
Age
Income
Surfing
Location
Leverage Panel, derived detailed demographic and
person level behavior
comScore Global Panel
Streaming
54© comScore, Inc. Proprietary and Confidential.
The Universe Report As Part of New Dashboard View
Site usage across Home/Work + Mobile + Shared Machines (for hybrid entities only)
55© comScore, Inc. Proprietary and Confidential.
comScore MMX360: Key Benefits for those who participate
� Comprehensive coverage; 100% of activity
– New “Universe Report” will include mobile & public machine usage (Internet cafes, universities etc.)
– New measurement including Internet cafes, universities etc. will initially only be page views
– Census-adjusted metrics in current Media Metrix reports (Home/Work)
� Improved coverage of At-Work population (work intensive sites)
� Harmonization / reconciliation of panel measurement vs. server log files
� Improved quality of International data – particularly in countries where shared access is significant
� Granularity
� More timely reporting
� Increased consistency, less confusion
� Truly “the best of both worlds”
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