Paul goode icare_com_score_may_2014

© comScore, Inc. Proprietary.

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 1

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How better metrics enable online branding in the UK

PAUL GOODE, SVP REGIONAL MARKETING



AD SPEND in UK



£6.3b%

IAB UK: THE UK DIGITAL MEDIA MIX (% SHARE OF REVENUES 2013)

55% Full year 2013 total

Paid for search

Source: IAB / PwC digital adspend full year 2013

30% Display

14% Classified Category 2012 Share

Search 57% Display 27% Classified 15%

1% Other



£1,862,

IAB UK: BANNERS + EMBEDDED FORMATS + VIDEO = 92% OF DIGITAL DISPLAY

52% Full year 2013 display total Banners £962m

Other 1% – £23m Interruptive formats 1% – £16m

Tenancies 1% – £12m

Dedicated tablet 2% – £34m

Sponsorship 3% – £57m

Online video 17% – £325m

Banner in social 23% – £433m




£1.031b%


IAB UK: MOBILE AD SPEND

TOTAL MOBILE MARKET 2013

£528.5, TOTAL MOBILE MARKET 2012



IAB UK: BRAND ADVERTISING ONLINE IS 17% OF TOTAL

2009 2010 2011 2012 2013

10%

12% 12% 13%

14% 14% 14% 15% 15%

17%

Source: IAB estimate based on IAB / PwC digital adspend full year 2013

H1

H2 H1

H2

H1 H2 H1

H2 H1

H2



INGREDIENTS OF DIGITAL SUCCESS IN THE UK

1.  Deregulated markets & competition in internet access & mobile

2.  English speaking, European HQ for us internet & media companies, size/GDP

3.  London - media & advertising hub, attracting global talent

4.  No ads on BBC TV. Number of TV ads limited on commercial channels

5.  Openness, IAB UK, media measurement, desire to learn what is next


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

EVOLUTION OF DIGITAL MEDIA



Publisher

BRAND PERFORMANCE

Advertiser

Agency

Advertiser

Publisher

Publisher

CHAPTER 1: MEDIA BUYS PLANNED ON KNOWN PUBLISHERS; SEDUCTIVE POWER OF THE CLICK

AD SERVER TRADING CURRENCY



PLAN

NING

CU

RREN

CY

CHAPTER 2: PLANNING TOOLS REPORT PEOPLE & MORE SITES. NOT ALIGNED TO TRADING CURRENCY

Publisher

Advertiser

Agency

Advertiser

Publisher

Publisher

BRAND PERFORMANCE




NETW

ORKS

&

EXCH

ANGE

S

?

CHAPTER 3: AD NETWORKS/EXCHANGES LOSS OF CONTROL ON WHERE ADS RUN. CONTENT MATTERS

PLAN

NING

CU

RREN

CY

Publisher

Advertiser

Agency

Advertiser

Publisher

Publisher

BRAND PERFORMANCE




Programmatic & 1st & 3rd PARTY

DATA

CHAPTER 4: PROGRAMMATIC + DATA OFFER PROMISE TO BUY AUDIENCES, NOT MEDIA PROXIES

NETW

ORKS

&

EXCH

ANGE

S

PLAN

NING

CU

RREN

CY

Publisher

Advertiser

Agency

Advertiser

Publisher

Publisher

BRAND PERFORMANCE




TV GRPs

PRINT GRPs

DIGITAL vGRPs

CHAPTER 5: PERSON-BASED TRADING METRICS WITH VIEWABILITY AND AUDIENCE GUARANTEES

Publisher

Advertiser

Agency

Advertiser

Publisher

Publisher

BRAND PERFORMANCE



TV

PRINT

DIGITAL

CHAPTER 6: CROSS MEDIA ALIGNMENT WITH COMPREHENSIVE MARKETING MIX MODELS

Publisher

Advertiser

Agency

Advertiser

Publisher

Publisher

BRAND PERFORMANCE



Global Advertisers drive move to Viewability & Audience Guarantees.

Download at www.comscore.com/bestpractices

“M&-'%. M"*+r","%$ M&-" S"%/"”

Driving the move from trading on Served Impressions to Person-based Metrics



“At Kellogg’s we have $r'p0") (+r )'.'$&0 ,&r-"$'%. /p"%) over the past few years…

One of the key factors justifying this shift is the ability to measure every impression –

from v'"w&b'0'$1 to targeting effectiveness”

Matt Pritchard, European Digital Director at Kellogg Company



FROM PLATFORMS TO PEOPLE: BETTER DIGITAL PLANNING in UK


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

MULTI-PLATFORM MAJORITY 69% =

Source: comScore MMX Multi-Platform - % of Total Digital Population using more than one platform out of Computer, Phone or Tablet



NEW DEVICES = NEW DIGITAL TIME. PEAK PC

Source: comScore MMX MP

Feb 2012 Feb 2014

AVERAGE PC MINS / USER AVERAGE PC MINS / USER

AVERAGE TOTAL DIGITAL POPULATION MINS / USER



D",(.r&p2'3/

BEST AVAILABLE SCREEN?



$',"/p0&3"

",($'(%&0 / r&$'(%&0

3(%$"%$

D",(.r&p2'3/




D",(.r&p2'3/




BEST SCREEN FOR CAR BRAND WITH YOUNG MOBILE AUDIENCE?

TOPGEAR PC

TOPGEAR MOBILE / TABLET

GUMTREE (CARS, VANS, MOTORBIKES) PC

GUMTREE (C,V,M)

MOBILE / TABLET

AUTOTRADER PC

AUTOTRADER MOBILE / TABLET

Platform % Split


5,855

2,187

760

Total Digital Population (000s)



BEST SCREEN FOR CAR BRAND WITH YOUNG MOBILE AUDIENCE?

TOPGEAR PC

TOPGEAR MOBILE / TABLET

GUMTREE (CARS, VANS, MOTORBIKES) PC

GUMTREE (C,V,M)

MOBILE / TABLET

AUTOTRADER PC

AUTOTRADER MOBILE / TABLET

Platform % Split

108

120

81

89

114

157

Men 25-55yr Index

102

105

156

129

100

42

Women 25-55yr Index




$',"/p0&3"

",($'(%&0 / r&$'(%&0

3(%$"%$

D",(.r&p2'3/




MOBILE FIRST AND MOBILE LAST – ALL CONTENT CATEGORIES

Source: comScore Device Essentials



WEATHER




RETAIL




RETAIL: THE BEST DEVICE FOR THE JOB?

0%

10%

20%

30%

40%

50%

50% 60% 70% 80% 90% 100%

AMAZON

EBAY

M&S CAMELOT

JOHN LEWIS

TRAINLINE

GROUPON

PC LEGACY

MULTI-PLATFORM MAJORITY

MOBILE ENABLEMENT

JD SPORTS

PC % vs. total digital population

Mob

ile %

vs.

tota

l dig

ital p

opul

atio

n


BUBBLES REPRESENT % OF MULTI-PLATFORM OVERLAP



$',"/p0&3"

",($'(%&0 / r&$'(%&0

3(%$"%$

D",(.r&p2'3/




COMFORT LEVELS: INDEX OF MOBILE-ONLY UPLIFT

WebMD Health Indeed (Jobs) Barclays Bank Direct.gov.uk First Direct

100 index




P"&- 2(+r for browsing on all platforms combined is…

RATIONAL VS ASPIRATIONAL

00 09 b&%-'%.

00 12 %"w/p&p"r/

00 21 $r&v"0




$',"/p0&3"

",($'(%&0 / r&$'(%&0

3(%$"%$

D",(.r&p2'3/

BEST AVAILABLE SCREEN



NEWS / INFORMATION TRAVEL

WEATHER

+28% +41%

+77%

MAPS

+62%

AUDIENCE UPLIFT VARIES DRAMATICALLY BY CATEGORY




1.  Clicks are at best an incomplete metric and at worst a misleading one.

2.  Content that engages consumers can amplify the effect of an ad next to it.

3.  Cookie deletion & multi-platform users can create havoc in media planning, execution and campaign evaluation. Insights into person-based behaviour needed.

4.  Advertisers are demanding viewability and audience guarantees to give a trusted & comparable person-based metric to traditional media.

5.  Digital campaigns have the ability to build brands and lift e-commerce and retail sales, and as in traditional tv advertising, creative plays a critical role.



PAUL GOODE SVP REGIONAL MARKETING

[email protected]

Paul goode icare_com_score_may_2014

Internet

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