Joe Nguyen's comScore WAN-IFRA Presentation

1 © comScore, Inc. Proprietary.

Joe Nguyen Sr. VP, Asia Pacific – comScore

[email protected]

@jnguyen

Two Trends for Publishers in 2013

WAN-‐IFRA Digital MarkeBng Asia 2012


Trend #1: Viewability Trend #2: MulB-‐plaHorm ConsumpBon



In the beginning there was a promise…


The Internet is the ‘most measured and most accountable’ medium


15 years later, the promise has frayed…

IMPRESSIONS Inflated Inflated

CLICK-THROUGH RATE Gamed Irrelevant

COOKIE REACH & FREQUENCY Not Important

Confounded by cookie-to-person relationship

PERSON-BASED REACH & FREQUENCY

Not Important Distorted by non-visible impressions

IMPRESSIONS

CLICK THROUGH RATE

COOKIE REACH & FREQUENCY

PERSON-BASED REACH & FREQUENCE

Inflated

Gamed

Not Important

Not Important

Inflated

Irrelevant


Distorted by non-visible impressions

DIRECT RESPONSE BRANDING

IMPRESSIONS

CLICK THROUGH RATE



Inflated

Gamed

Not Important

Not Important

Inflated

Irrelevant




IMPRESSIONS

CLICK THROUGH RATE



Inflated

Gamed

Not Important

Not Important

Inflated

Irrelevant




IMPRESSIONS

CLICK THROUGH RATE



Inflated

Gamed

Not Important

Not Important

Inflated

Irrelevant




IMPRESSIONS

CLICK THROUGH RATE



Inflated

Gamed

Not Important

Not Important

Inflated

Irrelevant





Are we creating a race to the bottom? Stuffing pages with ads: ü Lowers ad effectiveness ü Increases advertiser risk ü Devalues valuable online ads


Ads at the top of the page…


More ads after scrolling down 1 time…


Many more ads after scrolling down an additional 7 times


Digital advertising needs a reality check

ü Clutter ü Poor visibility ü Glut of low-quality inventory ü Bad actors gaming the system


The Making Measurement Make Sense (3MS) Mission:

§ Reduce costs of doing business due to complexity of digital advertising ecosystem

§ ‘Single Tag’ solution to reduce complexity

§  Improve reporting of ad exposure

§  Bolster confidence that ads delivered are actually seen


The industry has started discussions & Google is in play:


BUT Is Viewability Measurement Possible?


The first Asia industry study to bring 6 leading marketers together to VALIDATE online advertising delivery 10 campaigns 9 countries

347 million impressions 329,000 sites

vCE APAC Charter Study


Study Objective: Quantify incidence of successful and sub-optimal ad delivery across key dimensions …

VIEWABILITY GEOGRAPHY

SAFETY LEVEL OF FRAUD

TARGET AUDIENCE DELIVERY

• Demographically • Behaviorally


Across all campaigns, the average in-view rate was 58% or about 4 out of 10 ads weren’t seen

73%

68%

67%

65%

54%

51%

44%

40%

26%

20%

1

2

3

4

5

6

7

8

9

10

Cam

paig

n

Percentage of Ads In-View for 10 Asian Campaigns

58% AVERAGE


Wide Skyscrapers delivered the strongest in-view rates

Page location, clutter and size matters

76%

50% 48%

Wide Skyscraper (160x600)

Leaderboard (728x90)

Medium Rectangle (300x250)

Percent of A/Pac Ads Delivered In-View by Ad Size

… But there was significant variance across campaigns with a range of 42% to 94% in-view for this ad size


vCE Charter Studies Compared

Slightly lower levels of viewability compared to those found for the US, EU and Canada

ASIA 58% CANADA 65% EUROPE 67% US 69%

Viewability


Findings on ad position from US charter findings:

48%

100%

0% 20% 40% 60% 80%

100% 120%

Min Max

Viewability Rates Above the Fold

7%

67%

0%

20%

40%

60%

80%

Min Max

Viewability Rates Below the Fold

….but context is the key driver of duration, not position


Viewable impression pricing: More extensive and valuable reserved inventory

Reserved (30%)

Remnant (70%)

Reserved Viewable

Remnant Viewable


How Does Viewability Impact Publishers?

u Advertisers are moving towards viewability measurement

u Viewability makes digital more relevant to brand marketers and

brand marketing metrics

u Publishers will have more premium inventory and better designed

pages

u Publishers will be able to understand what ads placements and ad

units are working and package accordingly


con·∙sump·∙Bon noun 1. the act of consuming, as by use


Digital Consumption Used to be Fairly Simple….


And then something called “Platform Explosion” began to occur


Today in the U.S., New Platforms are being Adopted at Increasingly Higher Rates

80.0%

82.0%

84.0%

86.0%

88.0%

90.0%

92.0%

94.0%

96.0%

98.0%

100.0%

Other

Tablet

Mobile

PC

6% from Non-PCs

10% from Non-PCs


Tablets in the U.S. reached 40MM owners in Two years Smartphones took Ten Years to Reach that Same Level

Source: comScore MobiLens & TabLens U.S

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Dev

ice

Ow

ners

40 MILLION

100 MILLION


We’re Becoming Digital Omnivores

§ 10% of Web traffic comes from non-PCs –  Up 56% over past ten months

§ 40% of US Households have three or more connected devices –  In addition to PCs & TVs

May 2011 March 2012

Other

Tablet

Mobile

61% 68%

35%

23%

Majority of tablet traffic is over WiFi

6% of Total Traffic

10% of Total Traffic


9.55% 6.74% 6.69%

6.15%

6.13% 4.66%

0.24%

0.28% 0.43%

15.9% 13.1% 11.8%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

Singapore Thailand Australia

Non-Computer Share of Traffic Source: comScore Device Essentials, June 2012

Other Tablet Mobile

The non-PC share of traffic, specifically mobile traffic, in Singapore is higher than both Thailand and Australia

= non-computer total

Source: comScore Device Essentials TM – International Data June 2012


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Google Sites Facebook

Yahoo! Sites Amazon Sites

Wikimedia Foundation Sites Apple Inc.

Cooliris, Inc AOL, Inc.

eBay Zynga Twitter

Rovio (Angry Birds) Weather Channel, The

Microsoft Sites ESPN

U.S. Top Smartphone Properties, % Share of Time Spent by Access Method

Browser

APP

And it’s Not all About the Browser Anymore…

Source: comScore Mobile Metrix 2.0, July 2012, U.S.

31 © comScore, Inc. Proprietary. Confidential and Proprietary 31

Weekday Share of Device Page Traffic in the Singapore

PCs dominate working hours

Tablets rule the home

Smartphones bridge the gaps

Source: comScore Device Essential, Week of May 14, 2012, Singapore

Cross-Device Consumption: Device Usage Differs Throughout Day


iOS leads the way among the operating systems on non-PC devices in Singapore– particularly on tablets, with 91% of tablet page views

Source: comScore Device Essentials TM – International Data June 2012

Mobile 59.90%

Other 1.49%

Tablet 38.61%

Device Share of Non-Computer Traffic – Singapore

Source: comScore Device Essentials, June 2012

62.43%

32.77%

1.13% 3.67%

Mobile

Other

Windows Mobile

Android

iOS 8.87%

90.91%

0.22%

Tablet

RIM

iOS

Android


How to measure audience overlap and duplication across platforms?

PC

Mobile Video

?

?

? ?


comScore uses the following assets to accomplish this goal

Network Logs

Site Tags

Application Tags

Dynamic Panels

User Panels


What Does Multi-Platform Consumption Mean For Publishers?

u Publishers need to understand how their audiences are consuming

their content (when, where, how, duplication)

u Deploy the relevant CMS to manage multi-platform assets

u Learn to leverage audience data (targeting, ownership, reselling,

privacy issues)

u Deploy advertising platforms to take advantage of multi-platforms

to engage advertisers

Joe Nguyen Sr. VP, Asia Pacific – comScore

[email protected]

@jnguyen

Two Trends for Publishers in 2013: Viewability & MulB-‐plaHorm ConsumpBon

WAN-‐IFRA Digital MarkeBng Asia 2012

Thank You

Joe Nguyen's comScore WAN-IFRA Presentation

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Transcript of Joe Nguyen's comScore WAN-IFRA Presentation