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What media measurement businesses must address. Presented by Brent Bernie, President of comScore Canada. This presentation was given at IAB Canada's MIXX Conference in March 2013.
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© comScore, Inc. Proprietary.
The Brave New Digital World
A Manifesto for the Future of Digital Media and Analytics
Brent Lowe-Bernie
IAB Canada MIXX Conference
March 21st, 2013
© comScore, Inc. Proprietary. 2
Agenda
The Reality Out There
Digital Consumption Used to Be Simple
10 Principles for the Future of Digital Media
Measurement & Analytics
What Does This Mean For Canada?
Key Takeaways
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
The Reality Out There
What is really going on with consumers?
© comScore, Inc. Proprietary. 4*Ranking in table is based on Average Monthly Unique Visitors in Q4 2012 for selected geographiesSource: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012
Canadians continue to be highly engaged online compared to the rest of the world
Q4 2012*
Geography Average Monthly Unique Visitors (000)
Average Monthly Hours per Visitor
Average Monthly Pages per Visitor
Average Monthly Visits per Visitor
Worldwide 1,519,489 24.6 2,278 60
China 342,334 17.6 1,621 54
United States 188,743 43.0 3,709 97
Japan 73,577 21.9 2,244 52
Russian Federation 60,922 25.0 2,835 63
Germany 52,373 24.7 2,681 64
Brazil 45,762 27.9 2,345 59
France 43,176 27.9 2,681 75
United Kingdom 39,318 38.9 3,432 88
Italy 28,653 19.0 1,908 47
Canada 25,497 41.3 3,731 101
Online Visitation and Engagement
2nd 1st 1st
© comScore, Inc. Proprietary. 5
Online video engagement in Canada is high compared to the rest of the world
*Ranking in table is based on Average Monthly Unique Visitors in Q4 2012 for selected geographiesSource: comScore, Inc., Video Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012
Online Video Viewership and Engagement
Q4 2012*
Geography Average Monthly Unique Viewers (000)
Average Monthly Hours per Viewer
Average Monthly Videos per Viewer
Worldwide 1,277,913 18.9 180
United States 164,452 21.8 288
Russian Federation 50,773 21.9 181
Germany 44,126 22.4 188
Brazil 39,672 11.4 134
France 37,609 18.7 204
United Kingdom 33,381 30.4 300
Italy 23,800 20.7 191
Canada 23,357 24.8 2912nd 2nd
© comScore, Inc. Proprietary. 6
The rise of the visual web
© comScore, Inc. Proprietary. 7
Tumblr, Pinterest & Instagram among the hottest growth sites in 2012
Source: comScore, Inc., Media Metrix, US, Home & Work, Persons: 2+, Dec 2011 – Dec 2012
U.S. Unique Visitor Trend (000) Y/Y Growth
+16,779%
+284%
+64%
Dec-2011
Jan-2012
Feb-2012
Mar-2012
Apr-2012
May-2012
Jun-2012
Jul-2012
Aug-2012
Sep-2012
Oct-2012
Nov-2012
Dec-2012
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Tumblr Pinterest Instagram
© comScore, Inc. Proprietary. 8
Tumblr, Pinterest & Instagram among the hottest growth sites in 2012
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Dec 2011 – Dec 2012
CA Unique Visitor Trend (000) Y/Y Growth
+34,670%
+595%
+80%
Dec-2011
Jan-2012
Feb-2012
Mar-2012
Apr-2012
May-2012
Jun-2012
Jul-2012
Aug-2012
Sep-2012
Oct-2012
Nov-2012
Dec-2012
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Tumblr Pinterest Instagram
© comScore, Inc. Proprietary. 9
Foursquare
Myspace
Tumblr
1%
1%
30%
50%
52%
55%
81%
87%
99%
99%
70%
50%
48%
45%
19%
13%
Share of Minutes on PC Share of Minutes on Mobile
Mobile devices represent critical access platform for many social sites
Virtually All Time Spent on Instagram and Foursquare Comes from Mobile Devices
Source: comScore, Inc., Media Metrix Multi-Platform, US, Nov 2012Note: The data cited above are part of a beta release. As such, they are preliminary and subject to further testing and analysis. These data are not comScore data of record
© comScore, Inc. Proprietary. 10
More than 13% of web traffic now comes from smartphones and tablets…and it’s doubled in a year!
Jun-2011
Jul-2011
Aug-2011
Sep-2011
Oct-2011
Nov-2011
Dec-2011
Jan-2012
Feb-2012
Mar-2012
Apr-2012
May-2012
Jun-2012
Jul-2012
Aug-2012
Sep-2012
Oct-2012
Nov-2012
4.1% 3.8% 4.0% 3.9% 4.0% 4.3% 4.8% 5.1% 5.3% 5.4% 5.6% 6.1%6.9%
7.9% 7.6% 7.6%8.3% 8.1%
1.5% 1.8% 1.9% 2.0% 2.1%2.2%
2.4%2.8% 3.0% 3.2%
3.5%3.6%
4.0%
4.2% 4.3% 4.5%4.5% 4.7%
Smartphone Tablet Other
Share of Total Web-Based Page Views by Platform
Source: comScore, Inc., Device Essentials, US, Jun 2011 – Nov 2012
© comScore, Inc. Proprietary. 11
…and that doesn’t even account for applications, which represent 4 out of every 5 minutes spent on smartphones today
Walmart
Target
ESPN
Pandora
Amazon
Yahoo!
eBAY
EA Online
Zynga
Netflix
Apple
Cooliris
24%
37%
57%
78%
82%
82%
82%
83%
93%
93%
95%
97%
98%
99%
99%
100%
100%
76%
63%
43%
22%
18%
18%
18%
17%
7%
7%
5%
3%
2%
1%
1%
Application Mobile Web
Amazon Leads Target and Walmart by Large Margin in Use of Applications
Application vs. Mobile Web: Share of Time Spent on Smartphones
Source: comScore, Inc., Mobile Metrix, US, Nov 2012
© comScore, Inc. Proprietary. 12
Smartphone penetration surges past 54% of mobile users in the U.S.
Dec-2011
Jan-2012
Feb-2012
Mar-2012
Apr-2012
May-2012
Jun-2012
Jul-2012
Aug-2012
Sep-2012
Oct-2012
Nov-2012
Dec-2012
104
127
More Than 23 Million
Added in Past 12 Months
Source: comScore, Inc., MobiLens, US, Persons: 13+, Dec 2011 – Dec 2012
127+ Million Smartphone Subscribers
© comScore, Inc. Proprietary. 13
Dec-2011 Mar-2012 Jun-2012 Sep-2012 Dec-2012
9
14
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2011 – Dec 2012
Smartphone penetration surges past 62% of mobile users in Canada
13+ Million Smartphone Subscribers
Nearly 5 Million
Added in Past 12 Months
© comScore, Inc. Proprietary. 14Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011
Smartphone penetration increased by 17 pts. in the Canadian market
Dec-2011 Dec-2012
45%
62%
55%
38%
Smartphone Feature Phone
Smartphone Market Penetration by Percent of Mobile Subscribers
+17 pts.
© comScore, Inc. Proprietary. 15
Tablets already used by 48 million American owners, a level it took smartphones nearly 10 years to reach
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Nu
mb
er
of
De
vic
e O
wn
ers
Source: comScore, Inc., TabLens, US, Persons: 13+, 2010 – 2012Source: comScore, Inc., MobiLens, US, Persons: 13+, 2001 – 2012
50 MILLION
120 MILLION
We Now Live in the Post-PC Paradigm
© comScore, Inc. Proprietary. 16
Kids and Family
Beauty/Fashion/Style
Travel Service
Men's Magazine Content
Credit Cards
Home/Lifestyle
Electronic Payments
Online Retail
Digital Books/Magazines
Watched Video
0 10 20 30 40 50 60
Oct-2012 Oct-2011
Watching video on mobile phone leads as fastest-growing mobile category
+179%
+62%
+60%
+56%
+53%
+51%
+50%
+48%
+47%
+47%
Fastest Growing Mobile Content Categories by Number of Subscribers (Millions)
Source: comScore, Inc., MobiLens, US, Persons: 13+, Oct 2012 vs. Oct 2011
© comScore, Inc. Proprietary. 17
PC-Based Visitors Exclusive Mobile Visitors
Entertainment, News, Sports, Weather, Social and Coupons attract the largest audiences from Mobile* channels
Cooliris 55,051%
Zynga 182%
Pandora 152%
Groupon 118%
AccuWeather 111%
New York Times 77%
Instagram 59%
Verizon 50%
Clear Channel 49%
ToneMedia 46%
Twitter 43%
ESPN 41%
AT&T 38%
Netflix 37%
Yelp 35%
*Includes Smartphones and TabletsSource: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012Note: The data cited above are part of a beta release. As such, they are preliminary and subject to further testing and analysis. These data are not comScore data of record
© comScore, Inc. Proprietary. 18
Dec-2011 Dec-2012
16%
37%
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011
Smartphone subscribers watching videos on their mobile devices increased 21 pts. in the last year
Percent of Smartphone Subscribers Watching TV and/or Video on Mobile Phone
+21 pts.
© comScore, Inc. Proprietary. 19
Digital consumption used to be simple…
PC/Mac
© comScore, Inc. Proprietary. 20
… not anymore
Today, new platforms are being adopted at increasingly higher rates
Tablet PC/Mac TV Smartphone
© comScore, Inc. Proprietary. 21
Everyday…
CONTENT is consumed
across multiple
DEVICES
by the same
PERSON
Smartphonesrule our mornings
Tablets
PCs rule our days
One Day
© comScore, Inc. Proprietary. 22
Reinventing our relationship with News & Information
*Source: comScore, Inc., TabLens, US
43% Read Magazines on Their Tablet*
© comScore, Inc. Proprietary. 23
Creating new ways to shop
*Source: comScore, Inc., TabLens, US
4 in 10 Bought Goods & Services on Their Tablet*
© comScore, Inc. Proprietary. 24
Changing how we watch television
*Source: comScore, Inc., TabLens, US
More than 50% of Tablet Owners Watch Video and Television on their Tablet*
© comScore, Inc. Proprietary. 25Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012
Insight: Which properties have the highest incremental audiences coming from mobile channels?
Zynga 182%
Pandora.com 152%
Groupon 118%
AccuWeather Sites 111%
New York Times Digital 77%
Instagram.com 59%
Verizon Communications Corporation 50%
Clear Channel Online 49%
ToneMedia 46%
Twitter.com 43%
ESPN 41%
AT&T, Inc. 38%
Netflix.com 37%
Yelp.com 35%
PC-Based Visitors Exclusive Mobile Visitors
© comScore, Inc. Proprietary. 26
Insight: How many incremental viewers come from video?
NDN 99%
Vimeo 45%
Hulu 37%
Sony Online 35%
Disney Online 31%
Discovery Digital Media Sites 27%
VEVO 10%
Break Media 8%
CraveOnline 8%
AOL, Inc. 8%
Dow Jones & Company 7%
Totallyher 5%
CBS Interactive 5%
Turner Digital 4%
MySpace 4%
PC-Based Visitors Exclusive Video Visitors
Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012
© comScore, Inc. Proprietary. 27
Total Internet
Foursquare.com
Instagram.com
Twitter.com
Facebook.com
Pinterest.com
Myspace
Tumblr.com
67%
1%
1%
30%
50%
52%
55%
81%
87%
33%
99%
99%
70%
50%
48%
45%
19%
13%
Share of Minutes on PC Share of Minutes on Mobile
Insight: What share of time spent comes from PC vs. Mobile?
Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012
© comScore, Inc. Proprietary. 28
New York Times Digital
Gannett Sites
Fox News Digital Network
Hearst Corporation
Everyday Health
Demand Media
Weather Channel, The
Dow Jones & Company
Discovery Digital Media Sites
Disney Online
Total Internet
80%
79%
78%
76%
75%
74%
71%
69%
69%
69%
88%
20%
21%
22%
24%
25%
26%
29%
31%
31%
31%
12%
Smartphone Visitors Exclusive Tablet Visitors
Insight: Which properties have the highest incremental portion of mobile audiences coming from tablet channels?
Source: comScore, Inc., Mobile Metrix, US, Oct 2012Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012
© comScore, Inc. Proprietary. 29
The digital world…
© comScore, Inc. Proprietary. 30
Taking a look at the media marketplace as a whole and not just digital
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
10 Principles for the Future of Digital Media Measurement & Analytics
© comScore, Inc. Proprietary. 32
#1 All media including television are going digital,
measurement must follow the same page
Issue:
Traditional media measurement methods
(i.e. panels) are insufficient
Solution:
Census data holds the key to multi-platform audience
overlap
© comScore, Inc. Proprietary. 33
#2 Measurement must translate from pixels to people
Issue:
People buy things, screens do not buy things
Solution:
Census data alone will not do, panels are required to
define populations
© comScore, Inc. Proprietary. 34
#3 Multi-platform measurement must integrate census
data sources to deliver reporting at big data scale
Issue:
Scale of reporting: fragmentation requires depth of
sample
Solution:
Broad media behaviors are not enough and granularity is
required to make multi-platform reporting work
© comScore, Inc. Proprietary. 35
#4 Holistic reporting should provide a unified, platform-
agnostic view of consumer behavior
Issue:
Consumers don’t focus on the device they use to
consume content, they focus on the content
Solution:
Device-specific measurement will still exist, but will be a
subset of de-duplicated measurement across all
platforms/devices as this will be the currency in the
future
© comScore, Inc. Proprietary. 36
#5 Viewable impressions are the standard needed for
true cross-media comparability
Issue:
TV advertising has an “opportunity to see” standard,
which is agreed upon and accepted by the industry,
whereas digital doesn’t yet have this standard
Solution:
Viewable impression standards are based on the same
“opportunity to see” principle, helping to align TV and
digital and to create apples-to-apples comparability
© comScore, Inc. Proprietary. 37
#6 Common metrics should be used to facilitate multi-
platform planning and optimization
Issue:
Impressions and clicks define online campaign
measurement, but are imperfect metrics
Solution:
Evolving metrics, such as view-through, ad hover and
engagement time drive significantly higher correlation
rates to campaign effectiveness than CTRs
© comScore, Inc. Proprietary. 38
#7 Measurement of ad effectiveness should use metrics
that matter, not just those that are easy to measure
Issue:
Lack of consistent metrics fuels the operational divide
between traditional and digital teams
Solution:
Demos, R/F and GRP should be the backbone of cross-
media strategy
Any additional metrics, such as validated impressions
and behavioral impressions, should then help with the
targeting techniques required by different platforms
© comScore, Inc. Proprietary. 39
#8 End-to-end advertising analytics should speak the
same language
Issue:
Effective campaign management requires simplicity and
seamlessness, but this almost never happens
Solution:
Single ad tags need to be used across all platforms so
that pre-campaign planning, in-flight optimization and
post-campaign evaluation can flow together
© comScore, Inc. Proprietary. 40
#9 Measurement must evolve toward real-time and
eventually predictive-analytics
Issue:
Past is prologue, but only to a point
Solution:
Real-time analytics offer greater in-flight optimization
opportunities to reduce waste and maximize value
We will also evolve towards greater use of accurate
predictive analytics to improve optimizations
© comScore, Inc. Proprietary. 41
#10 Data should have a common global framework, but
provide local insight
Issue:
Companies are global, but standards are local
Solution:
Analytics providers will continue their (our) push to
address this for you, so keep this in mind as you plan
campaigns
© comScore, Inc. Proprietary. 42
What Does This Mean In Canada?
• Digital Fragmentation increases the need for all
channel measurement
• Mobile Usage Accentuates the Need
• Real Time Measurement Already Required & Will
Become More Important
• Silo Measurement will become a thing of the past
• Cross Silo Real Time Measurement is the key
• New Metrics Will Develop to Measure Cross Platform
• From there New Currencies will be born
• Canada has the opportunity to lead the world
© comScore, Inc. Proprietary. 43
Key Takeaways
• Canadians continue to be in the top countries in the
world in digital content consumption
• It’s the Year of Mobile as digital consumption
fragments
• Measurement of cross platform digital and beyond
digital must become a reality
• Holistic reporting should provide a unified, platform-
agnostic view of consumer behavior
• The consumer and content need to be put at the
center of measurement
• Measurement must become more real time and
eventually more predictive
© comScore, Inc. Proprietary.
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@comScoreBrent Lowe-Bernie
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