comscore presentazione 10 aprile 2014

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

The Evolution of Digital Advertising

From Direct Response to Branding

Gian Fulgoni, Co-Founder & Chairman Emeritus

© comScore, Inc. Proprietary. 2

Beyond the Click

Campaign Optimization

Viewability

Cross-Platform

Key Takeaways

Topics


comScore Turning Big Data into Powerful Insight

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

+5 Million

TV Set Top

Boxes for

3-Screen

Measurement

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 4

Digital Advertising in Italy

© comScore, Inc. Proprietary. 5 Source: Zenith Optimedia Advertising Expenditure Forecasts 2013

Percent of Ad Expenditures by Medium Digital advertising’s market share in Italy lags both US and UK

and is growing more slowly. Come affrontare al meglio il

futuro?

+8% Y/Y

+12.5% +15%


The Evolution of Digital Advertising:

From Direct Response to Branding


comScore’s History of Innovation Has Established More

Value for Digital Ads

Whither

the Click?

& The Silent 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



Whither the Click?


The Studies

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

Journal Of Advertising Research (2009)

Site visitation

Trademark Search

Queries

On & Offline Sales

The Results

Even with Click Rates of Only 0.1%,

Display Advertising can Lift:


Correlation Analysis

Negative pattern between Sales Lift per

Household and CTR (i.e., as CTR increases,

sales decrease)

R2 = 0.039

Regression analysis indicates this

relationship is not statistically significant,

therefore there is no significant relationship

between CTR & Sales

No significant relationship between CTR & offline sales lift

$0,00

$0,10

$0,20

$0,30

$0,40

$0,50

$0,60

0,00% 0,20% 0,40% 0,60% 0,80%

Sale

s L

ift/

HH

in

$

CTR


Conclusions

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

Display ads can lift retailer sales – both online and offline

Dollar Sales Lift Among Households

Exposed to Online Advertising

+17%

Lift

+27%

Lift



Campaign Optimization


Methodology

8x brand campaigns

Spending $0.4

Million to $2 Million

CPM Range $5.70

to $13.00

Post-Buy Analysis: Distribution of Impressions Delivered

Leaves a Lot to be Desired

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% Hit Target with <=4

Frequency

In US But Not Target

Frequency >=5

Outside US

Results: % of impressions on target & frequency goal


In-Target Demographics: 100% isn’t Realistic

Demographic data

becomes outdated

Not all registration

data are 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


Average in-target rate 44%, with variance across verticals

% In-Target: Overall and by Select Advertiser / Vertical Source: comScore vCE Benchmarks, Q1 2014, U.S.


Cookie Deletion: A Global Reality

Causes higher than

planned frequency as

ad servers deliver

new impressions to

browsers with deleted

cookies

Country

Percent of

computers

deleting

Average

cookies per

computer

for same

web site

Percent of

computers

deleting

Average

cookies per

computer for

same

campaign

Australia 28% 2.7 37% 5.7

Brazil 33% 2.5 40% 6.6

U.K. 27% 2.7 35% 5.9

U.S. 29% 3.5 35% 5.4

Ad Server Website


Campaign delivery monitored and optimized in-flight

In-Flight Optimization (Publisher Cost & Effectiveness)

Using comScore Campaign Essentials

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

Share of Ad

Spend to be

Allocated


Driving rapid gains in ROI

Increase in ROI from Improved In-Flight Targeting

Brand 1 ROI Brand 2 ROI



Viewability of Digital Campaigns


Improve reporting of ad exposure

Bolster confidence that ads delivered are actually viewable:

50% of pixels in-view for 1 secs for non-video ads

50% of pixels in-view for 2 secs for video ads (preliminary MRC)

Making Measurement Make Sense (3MS) Mission


4 key aspects of All Digital Ad activity that can be improved

Viewability Brand

Safety

Targeting

Accuracy

Fraud


In-View: 100% isn’t Realistic

User leaves page

before 1 second

Non-human traffic drives

up impression counts,

when a person never

actually saw the ad

User’s browser isn’t on

full-screen setting


Average in-view 46%, smaller variance than in-target

% In-View: Overall and by Select Advertiser / Vertical Source: comScore vCE Benchmarks, Q1 2014, U.S.

© comScore, Inc. Proprietary. 24 Source: comScore validated Campaign Essentials 2012-13, global

Premium defined by Ad Metrix as having average CPM above USD $5, and monthly ad revenue above $100,000

Premium Publishers Boast Higher Average In-View Rates

53%

31%

Premium Sites

Overall viewable

46%

Networks & Exchanges


Advertisers get huge return from increasing viewability

Sales Lift Index: In-Store Sales Lift Indexed to 100 for

Less Than 50% Viewability of Impressions

100

175

Less Than 50% Viewability At Least 70% Viewability

A 40% increase

in viewability

drives a 75%

increase in in-

store sales lift

for Kellogg’s


Campaign delivery monitored and optimized in-flight

In-Flight Optimization (Publisher Cost & Effectiveness)

Using comScore Campaign Essentials

Publisher Avg

Freq. In-target 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

Share of Ad

Spend to be

Allocated


vCE: Adoption at All Major Agency Groups

Selected as

preferred data

partner for VivaKi

Audience on

Demand, RTB

platform in 3Q13

Single point of

access for vCE

across all of Publicis

Groupe


vCE: Strong momentum both in the U.S. and International

3x

4.6x


comScore & Google partner for actionable audience metrics


validated Media Essentials™

Audience

Viewability

Engagement

validated Media Essentials™ provides media sellers with the insights they need to

evaluate ad inventory across their site or network of sites



The Importance of Cross-Platform

Measurement

© comScore, Inc. Proprietary. 32 Source: comScore Media Metrix Multi-Platform, December 2013

More than half of U.S. Internet time now on mobile devices


Large growth in smartphone usage, but desktop time has not declined

Total U.S. Internet Usage in Minutes (Billions) by Platform

Desktop, Smartphone and Tablet

999 (+99%)

502

+7%

+344%

N/A


Impact of mobile devices varies by type of content

Total U.S. Internet Usage in Minutes (Billions) by Platform

Desktop, Smartphone and Tablet

Sports (Mobile Incremental) Weather (Mobile Cannibalizes)

Tablet

Phone

Desktop

Tablet

Phone

Desktop


Billion Dollar Research Lab:

A Look into the Future


More Screens = More Time Spent on Each Device

4hr 19min 4hr 28min 5hr

6hr 7min

50 min

59 min

55 min 51 min

40 min

47 min

TV Only TV + PC/Laptop Only TV + PC/Laptop + MobileOnly

TV + PC/Laptop + Mobile+ Tablet

Average Time Spent Per Day

Following Olympics

4hr 19min

TV

Only

Tablet Mobile PC/Laptop

TV

5hr 18min

TV +

PC/Laptop

6hr 50min

TV +

PC/Laptop +

Mobile

8hr 29min

TV +

PC/Laptop +

Mobile +

Tablet


comScore Multi-Platform Measurement

December 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

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=MKWJN6LYhqSc7M&tbnid=_9iilkd1jPeXzM:&ved=0CAgQjRwwAA&url=http://www.theguardian.com/football/2009/jun/23/espn-setanta-premier-league-channel&ei=9VNpUqmrHKWr2AXS-IHoCQ&psig=AFQjCNHCZ7zpl_u8amh5A1nWzEh2icAcew&ust=1382720885507509


Il passaggio dai clicks alla viewability sta migliorando il valore dell'advertising digitale

per gli editori

L'ottimizzazione in-flight della campagna in termini di viewability, targeting e

frequency e' stata richiesta dagli advertiser e fatta per accelerare la migrazione

degli investimenti di brand advertising sul digitale

E’ probabile che aumentera’ il valore del CPM per gli editori, e anche gli advertisers

beneficeranno dell’incremento di visibilita’ e dei conseguenti effetti sulle vendite

comScore vCE e vME sono soluzioni basate sulla viewability per migliorare la

profittabilita' degli editori e anche degli advertisers

Il futuro del media planning e delle analisi richiede misurazioni cross-platform a

livello di device, contenuto e campagna.

Conclusioni


Thank You!


“Nuovi scenari nella misurazione dell’advertising on-line. Gli impatti sugli

attori della filiera”.

Intervengono:

Norina Buscone – Vice President, Research GroupM Italia

Giovanna Maggioni – Direttore Generale di UPA

Stefano Genovesi – Direttore Marketing e sviluppo prodotti multimediali

di RTI Interactive Media

Panel Discussion


Innovation Roadmap I dati comScore in Net*Box

Il lancio delle misurazioni Multipiattaforma

Milano, 10 aprile 2014

Fabrizio Angelini, CEO di Sensemarkers

che rappresenta in esclusiva comScore in Italia


comScore e Net*Box

Il tool di web media planning


Net*Box – Chi siamo

Planning, gestione, prenotazione, statistiche, etc.

DB veicoli oltre 3.600 siti web/mobile.

Integrazione con dati di navigazione Jic e altri.

Invio automatizzato piani verso ADServer.

Scambio dati automatico verso tools fatturazione.

Oltre 60.000 accessi Planning e Administration.

Oltre 11.000 accessi Valutazione R&F


Ranking

Planning Stima R&F

Calendari

Post Buy Data Exchange

Gestione


I dati di comScore entrano nei tool di pianificazione e

valutazione di Media Consultants

Net*Box

Nella pianificazione integrata in Netbox come tool di ranking, costruzione e

valutazione campagne sia web che video.

In post-buy automatizzando lo scambio di informazione tra vCE e Netbox per

la verifica quotidiana di coerenza tra pre e post.

Analisi dei risultati vCE nella valutazione delle campagne Multimediali.


Integrazione dati, funzionalità,

visual, dizionario

Interazione automatica tra

funzionalità

comScore e

Net*Box


Parametri delle analisi


Ranking

Ranking Pagine

Ranking Video


Parametri di valutazione


Stima R&F pagine & Stima R&F Video


Step di implementazione

Target e Ranking Media Metrix & Video Metrix

Planning e stima R&F Media Metrix & Video Metrix

Profilo e Duplicazioni Media Metrix & Video Metrix

Altre implementazioni Planning

Integrazione PostBuy vCE

Invio piani da NetBox a comScore

Validazione e tagging

Analisi integrata dei risultati di comunicazione


Il lancio delle misurazioni

Multipiattaforma in Italia

comScore MMX Multi-platform


La Sfida nella Misurazione

Storicamente, le soluzioni per la misurazione e gli strumenti di analisi sono stati in grado di fornire

rilevazioni solo per singola tipologia di dispositivo (PC, Smartphone eTablet), senza riuscire a

fornire una visione completa a livello di attività del singolo utente.


La soluzione comScore: la vista Multi-Platform

La metodologia Multi Platform di comScore offre insight sulla sovrapposizione delle audience tra i

diversi dispositivi. Le entità completamente taggate beneficiano degli accessi da tablet e

smartphone.


Come funziona il sistema

Panel

Tagged

Metodologia

Unificata

collaudata

Dynamic Panel Sovrapposizione tra dispositivi

Multi-Platform osservata nel

Census Tag network

La nostra metodologia Unificata combina le informazioni provenienti dal tag con i dati del nostro

panel online, permettendo una misurazione deduplicata e più accurata, anche su piccole entità e

cross dispositivo.


Evoluzione della Piattaforma: Mobile Metrix e Multiplatform

BROWSING

VIDEO

MMX Mobile Metrix*

VIDEO

METRIX

**

MMX

MULTI-PLATFORM


Impatto sulla Reportistica

Le property

Mobile che non

sono taggate non

saranno riportate

nella Interfaccia

comScore.

NO TAGS FULLY TAGGED

✔

✔

✔

✔✔ UNIFIED

✔✔ UNIFIED

✔ CENSUS

ONLY

✔✔ UNIFIED

R&D

✔ CENSUS

ONLY

R&D

✔ CENSUS

ONLY

✔ CENSUS

ONLY


USA

UK

Spagna

comScore è leader nella misurazione multipiattaforma

a livello mondiale…


UK

Spagna

…e anche in Italia

sarà rilasciata la misurazione multipiattaforma

Italia

USA


Anticipazione di alcune schermate significative

MMX MULTI-PLATFORM

MOBILE METRIX

Spagna


Prossimi passi: Iniziate subito a Taggare

Siamo a disposizione per ulteriori informazioni, esiste anche una piattaforma dedicate al tagging

in modalità self-service: http://direct.comscore.com/

http://direct.comscore.com/


Grazie! Invieremo questa presentazione per email

nei prossimi giorni

Milano, 10 aprile 2014

Fabrizio Angelini, CEO di Sensemarkers

che rappresenta in esclusiva comScore in Italia

comscore presentazione 10 aprile 2014

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