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1 comScore, Inc. Proprietary and Confidential.
GSMA MMM
LaunchPresentations
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Henry Stevens
Director of Media &Entertainment
GSMA
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3 comScore, Inc. Proprietary and Confidential.
How we started: money follows measurement in media
MobileAdSpend
Time
Measurement Gap
Early Adopter TrialingDont confuse with commitment
Growth without good
Measurement & reporting
Growth with goodMeasurement & reporting
Objectives: Efficiency Effectiveness
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Discrepancies exist between the audience measurementsof comScore and Nielsen NetRatings and those of the server
logs* Further compounding these differences are the
disparities between comScore's and NNR's own measurement
results.
"To persist in using panels that potentially undercount or
ignore the diverse populations that are the future of
consumer marketing is to deny marketers the insights they
need to build their businessesIAB President and CEO Randall Rothenberg
April 20, 2007
Some history: dont repeat the mistakes of the desktop Internet
* See Slide 31 for comScores Media Metrix
360 solution in response to such concerns
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MMM Principles
GSMA Mobile Media Metrics (MMM)
Consistency andtransparency in mobilemeasurement
Common methodology(what to measure)
Common process(how to measure)
Leverage unique mobileassets to grow mobileadvertising
GSMA Objectives
Respect customerprivacy at all times
Build commoncurrency in partnershipwith local industry
Replicable processacross multiple
markets
Operator alignmentthrough GSMA
Enable media ownersto measureperformance of theirmedia properties
Enable media plannersto understand andquantify audiencetrends and behaviours
Deliver trusted,independent, &audited metrics
MMM Goals
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MMM high level process flow
Anonymisation AggregationProduct
developmentDistribution
URL log datasupplied byMNO
All trafficcarried overoperator
network
Removes anynon-relevantdata
Classificationof websitetraffic
Combineoperator datasets
Create coremeasures
Add thirdpartydemographics
Integratewith otherrelevantdatabases/tools
Subscription
modelproposed
Input data
Two-stepanonymisationprocess
Persistent,unique ID
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Audit
MMM is a collaborative effort a big thank you to all our partners
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Audit
Industry validation
MMM is a collaborative effort a big thank you to all our partners
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Audit
Industry validation
Promotion of the mobile medium
MMM is a collaborative effort a big thank you to all our partners
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Audit
Industry validation
Promotion of the mobile medium
And of course
MMM is a collaborative effort a big thank you to all our partners
http://www.three.co.uk/Homehttp://upload.wikimedia.org/wikipedia/commons/c/c8/Orange_logo.svghttp://mmaglobal.com/ -
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Paul Goode
SVP Census Solution
comScore
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Anatomy of Mobile Traffic
GSMA MMM Launch Products
Initial Results
GSMA MMM Roadmap
Wi-Fi and Ad tracking
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Mobile Media Metrics reporting of Mobile Handset traffic
MobileOptimized Sites
StandardInternet Sites
Mobile Network Traffic(via Mobile Operators)
Mobile Handsets(as defined by Mobile MediaMetrics Included Device List)
Delivers PageViews & strong
Unique UsersMetrics
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Mobile Media Metrics reporting of Mobile Handset traffic
MobileOptimized Sites
StandardInternet Sites
Mobile Network Traffic(via Mobile Operators)
Wi-Fi Traffic(via comScore Media Metrix 360:Panel & Site Census Hybrid)
Mobile Handsets(as defined by Mobile MediaMetrics Included Device List)
Delivers PageViews & strong
Unique UsersMetrics
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Mobile Media Metrics reporting of Mobile Handset traffic
MobileOptimized Sites
StandardInternet Sites
Mobile Network Traffic(via Mobile Operators)
Wi-Fi Traffic(via comScore Media Metrix 360:Panel & Site Census Hybrid)
Mobile Handsets(as defined by Mobile MediaMetrics Included Device List)
Delivers PageViews & strong
Unique UsersMetrics
Portable Internet Devices
(iPod Touch, PSPs + iPad without SIMetc. neither PCs, Netbooks, norMobile Handsets)
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Anatomy of Mobile Traffic
GSMA MMM Launch Products
Initial Results
GSMA MMM Roadmap
Wi-Fi and Ad tracking
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Selected screenshots: key measures handset filters media dashboard classification legend
Powerful operational reporting & analytics tools
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Full Launch Products
Core Reports
Key Measures
Demographic Profile
Device Profile
Source/Loss
Cross Visiting Audience Duplication
Media Trend & % Change Media Trend
Target Trend & % Change Target trend
Access to Pre-Production data available now for free until Production data
(as part of signed subscription)
Full Suite of Products and Production Dataset expected in March/April
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Anatomy of Mobile Traffic
GSMA MMM Launch Products
Initial Results
GSMA MMM Roadmap
Wi-Fi and Ad tracking
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Data source
As the operators ramp up to full delivery of anonymised data to
comScore, the MMM database has been populated with a subset ofDecember data pre-production data from three operators,which is the basis for the following results.
Pre-production data for January from four operators will bedelivered later in February 2010, and we anticipate delivery of fullproduction data from all five operators early in Q2 2010.
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The Top Sites by Visitors
Source: comScore GSMA MMM; comScore Media Metrix, December 2009
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The Top Sites by Page Views
Source: comScore GSMA MMM; comScore Media Metrix, December 2009
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The Top Sites by Time Spent (minutes)
Source: comScore GSMA MMM; comScore Media Metrix, December 2009
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The Social Internet
Source: comScore GSMA MMM; comScore Media Metrix, December 2009
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The Young Internet
Source: comScore GSMA MMM; comScore Media Metrix, December 2009
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The Smart Internet
Source: comScore GSMA MMM; comScore Media Metrix, December 2009
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Anatomy of Mobile Traffic
GSMA MMM Launch Products
Initial Results
GSMA MMM Roadmap
Wi-Fi and Ad tracking
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Applications
Search
Ads
Link to TGI
Ad Effectiveness
Media Planning Tools (R/F, etc)
Link to Fixed Internet
Link to IPA Touchpoints
Video
Retail (Mobile Content Downloads)
Link to comScore MobiLens
Service Messaging (Non P2P SMS & MMS)
Product Roadmap: Mobile Survey
Please complete themobile survey that hasbeen sent to your phone1 = Not at all interest5 = Very interested
Survey powered by:
Or email response [email protected]
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29 comScore, Inc. Proprietary and Confidential.
Anatomy of Mobile Traffic
GSMA MMM Launch Products
Initial Results
GSMA MMM Roadmap
Wi-Fi and Ad tracking
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30 comScore, Inc. Proprietary and Confidential.
Addressing Wi-Fi, Ad Networks and Ad Effectiveness
Complete solution must go beyond operator network
WiFi traffic estimated at 10-20% of total traffic
Extending proven Media Metrix 360 hybrid measurement to mobile
Significant Fixed-Internet Momentum after first six months
Capturing mobile traffic to Fixed-Internet sites
Mobile beaconing launched in private beta with clients
Mobile optimized Web
Applications
Ad Networks
Extending to broader client base in 30 days
Details of AdEffx product suite to be presented on March 4th
Start beaconing with comScore Media Metrix 360 to ensure the full pictureof your site and ad campaigns.
http://www.comscore.com/About_comScore/Methodology/Media_Metrix_360_Hybrid_Measurement -
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Person centric panel of 2m internet
users in138 countries covering
site traffic, ad networks, search,
banner advertising, video,
extended web, media planning
Metered Panel
Complete Digital World: Online + Mobile & Panel + Census
Server Census
Network CensusSurvey Sample
PC Online
Mobile Online
Mobile Offline
MobiLensPerson centric survey of ALL mobile
subscribers including operator &
handset ownership & satisfaction, +offline mobile usage inc. bluetooth,
games, music, photo, sideloading etc..
+ online usage of browsing,
messaging, video and TV
Mobile Media MetricsSIM centric census of online mobile
subscribers, including site traffic, search,
connected apps, banner advertising etc.. (&
service messaging)
MediaMetrix360
Site centric traffic of leading sites
via beaconing for hybrid
methodology with panel
measurement to create Media
Metrix 360
MMM Demographicsfrom sample of mobile internet users
MobileSite census Wi-Fi traffic linked to MMM
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Join the debate about the
future of measurement on:
LinkedIn Group:
Next Generation
Media Measurement
http://www.linkedin.com/groups?gid=2429227http://www.linkedin.com/groups?gid=2429227http://www.linkedin.com/groups?gid=2429227http://www.linkedin.com/groups?gid=2429227 -
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And win free tickets
to London IMAX!
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For more information
& Launch Video:
www.comscore.com/gsmammm
Or email:
http://www.comscore.com/gsmammmhttp://www.comscore.com/gsmammmhttp://www.comscore.com/gsmammmhttp://www.comscore.com/gsmammmhttp://www.comscore.com/gsmammm