Presentazione comScore e MCS del 10 aprile a Milano

1. 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

2. © comScore, Inc. Proprietary. 2
Beyond the Click
Campaign Optimization
Viewability
Cross-Platform
Key Takeaways
Topics

3. © comScore, Inc. Proprietary. 3
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

4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4
Digital Advertising in Italy

5. © comScore, Inc. Proprietary. 5Source: 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%

6. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 6
The Evolution of Digital Advertising:
From Direct Response to Branding

7. © comScore, Inc. Proprietary. 7
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

8. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 8
The Evolution of Digital Advertising:
Whither the Click?

9. © comScore, Inc. Proprietary. 9
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:

10. © comScore, Inc. Proprietary. 10
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
$0,60
0,00% 0,20% 0,40% 0,60% 0,80%
SalesLift/HHin$
CTR

11. © comScore, Inc. Proprietary. 11
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

12. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 12
The Evolution of Digital Advertising:
Campaign Optimization

13. © comScore, Inc. Proprietary. 13
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

14. © comScore, Inc. Proprietary. 14
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

15. © comScore, Inc. Proprietary. 15
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.

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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 ServerWebsite

17. © comScore, Inc. Proprietary. 17
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

18. © comScore, Inc. Proprietary. 18
Driving rapid gains in ROI
Increase in ROI from Improved In-Flight Targeting
Brand 1 ROI Brand 2 ROI

19. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 19
The Evolution of Digital Advertising:
Viewability of Digital Campaigns

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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

21. © comScore, Inc. Proprietary. 21
4 key aspects of All Digital Ad activity that can be improved
ViewabilityBrand
Safety
Targeting
Accuracy
Fraud

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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

23. © comScore, Inc. Proprietary. 23
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.

24. © 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

25. © comScore, Inc. Proprietary. 25
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

26. © comScore, Inc. Proprietary. 26
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

27. © comScore, Inc. Proprietary. 27
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

28. © comScore, Inc. Proprietary. 28
vCE: Strong momentum both in the U.S. and International
3x
4.6x

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comScore & Google partner for actionable audience metrics

30. © comScore, Inc. Proprietary. 30
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

31. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 31
The Evolution of Digital Advertising:
The Importance of Cross-Platform
Measurement

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Source: comScore Media Metrix Multi-Platform, December 2013
More than half of U.S. Internet time now on mobile devices

33. © comScore, Inc. Proprietary. 33
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

34. © comScore, Inc. Proprietary. 34
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

35. © comScore, Inc. Proprietary. 35
Billion Dollar Research Lab:
A Look into the Future

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More Screens = More Time Spent on Each Device
4hr 19min 4hr 28min
5hr
6hr 7min
50 min
59 min
55 min51 min
40 min
47 min
TV Only TV + PC/Laptop Only TV + PC/Laptop + Mobile
Only
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

37. © comScore, Inc. Proprietary. 37
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

38. © comScore, Inc. Proprietary. 38
 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

39. © comScore, Inc. Proprietary. 39
Thank You!

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“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

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

42. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 42
comScore e Net*Box
Il tool di web media planning

43. © comScore, Inc. Proprietary. 43
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

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Ranking
Planning Stima R&F
Calendari
Post BuyData Exchange
Gestione

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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.

46. © comScore, Inc. Proprietary. 46
Integrazione
dati, funzionalità,
visual, dizionario
Interazione
automatica tra
funzionalità
comScore e
Net*Box

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Parametri delle analisi

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Ranking
Ranking Pagine
Ranking Video

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Parametri di valutazione

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Stima R&F pagine & Stima R&F Video

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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

52. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 52

53. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 53
Il lancio delle misurazioni
Multipiattaforma in Italia
comScore MMX Multi-platform

54. © comScore, Inc. Proprietary. 54
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.

55. © comScore, Inc. Proprietary. 55
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.

56. © comScore, Inc. Proprietary. 56
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.

57. © comScore, Inc. Proprietary. 57
Evoluzione della Piattaforma: Mobile Metrix e Multiplatform
BROWSING
VIDEO
MMX Mobile Metrix*
VIDEO
METRIX
**
MMX
MULTI-PLATFORM

58. © comScore, Inc. Proprietary. 58
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

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USA
UK
Spagna
comScore è leader nella misurazione multipiattaforma
a livello mondiale…

60. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 60
UK
Spagna
…e anche in Italia
sarà rilasciata la misurazione multipiattaforma
Italia
USA

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Anticipazione di alcune schermate significative
MMX MULTI-PLATFORM
MOBILE METRIX
Spagna

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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/

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