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Festival of Media | 30 April 2013
@comScore
Brave New Digital World from Content to Commerce
There are two emerging ways that value is
being created in the Brave New Digital World
#1 Multi-platform media usage is
creating new monetization
opportunities
#2 The power of targeted digital
advertising is driving growth
63%
Desktop
Smartphones and Tablets
Drive 1 in 3 Minutes Spent Online
Share of Digital Media Time:
Desktop vs. Mobile (Smartphone +Tablet)
37% Mobile
+
Multi-platform: Top web properties extend their audience reach significantly
through mobile channels. About half of visitors of many properties use
mobile. Mobile-only access is 20% or more of audience for many properties
0 50,000 100,000 150,000 200,000 250,000
Google Sites
Yahoo! Sites
Microsoft Sites
Amazon Sites
AOL, Inc.
Glam Media
Apple Inc.
Wikimedia Foundation Sites
CBS Interactive
Top 10 Properties Multi-Platform Audiences Unique Visitors (000) by Platform
Source: comScore Media Metrix Multi-Platform, US, Mar-2013
Desktop Only Desktop + Mobile Mobile Only
43
Multi-platform: Smartphones and tablets have driven a doubling of
time spent with digital media in the last three years. In the aggregate,
no evidence of cannibalization of desktop
Feb-2010 Feb-2013
890
451
Total Internet Time Spent
(Billions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US
+20%
+97%
+389%
388
63
467
308
115 N/A
43
Multi-platform: Desktop consumption of Weather content has declined, but
because of extensive phone use, overall engagement with digital platforms
has increased
Feb-2010 Feb-2013
4,169
3,641
Time Spent on Weather Sites
(Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US
-46%
+15%
+385%
3,214
427
1,723
2,073
373 N/A
Multi-platform: Maps have benefitted massively from phone usage
43
5,811
2,303
Time Spent on Map Sites
(Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US
-13%
+152%
+386%
1,406
897
1,217
4,355
239
Feb-2010 Feb-2013
N/A
Multi-platform: Engagement with Sports content has seen tremendous
growth across all platforms, including desktop
43
12,388
7,208
Time Spent on Sport Sites
(Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US
+72%
+385%
6,479
729
3,537
1,052
Feb-2010 Feb-2013
N/A
+20% 7,799
The NBC Billion Dollar
Research Lab
Rise of the Digital Omnivore
Multi-platform: Billion Dollar Lab Headlines
TV is King
Alternative screens are additive
– Not a “zero sum game”
Digital complements TV
Social Media amplifies event and engages viewers
Multi-platform and simultaneous use
– “The New Normal”
^
Multi-platform: Percent time spent on Olympic content by platform
Source: comScore Custom Analysis for NBC
TV 89%
Digital 11%
PC/Laptop
Mobile
Tablet
Multi-platform: More screens = more time spent on media in total
Source: comScore Custom Analysis for NBC
4hr 19min 4hr 28min 5hr 6hr 7min
50 min 59 min
55 min 51 min
40 min
47 min
Tablet
Mobile
PC
TV
4hr 19min
5hr 18min
6hr 50min
8hr 29min
Time Spent Following Olympics Content by Device
TV
Only
TV +
PC/Laptop TV +
PC/Laptop +
Mobile
TV +
PC/Laptop +
Mobile +
Tablet
Multi-platform: Simultaneous viewing
Source: comScore Single Source Multi-Platform Study
55%
45%
Men Women
Gender
Age
53% 54% 54%
18-24 25-54 55+
75%
25%
TV Only TV + Second Screen
Device Usage Time When Watching TV
Multi Screen Olympic Viewers (TV + 1 other platform): 100%
Simultaneous Viewers (TV + Second Screen): 54%
Olympics Followers
The power of targeted
digital advertising drives
optimization
“Commerce has become marketing and marketing
has become commerce.” Rishad Tobaccowala
Chief Strategy and Innovation Officer
Vivaki
Advertising Commerce
Targeted advertising: Dynamics are changing, with commerce fueling
advertising in tight feedback loop
Median Offline Sales Lift in 3-Months from Digital Advertising for CPG Brands
Among Consumers Receiving Ads Source: comScore AdEffx Offline Sales Lift, Norms for CPG, Mar-2011
Targeted advertising: Purchase-based targeting drives higher lifts in in-store
sales than campaigns that don’t leverage this type of targeting
+21%
+38%
With Purchase-Based
Targeting No Targeting
0 50,000 100,000 150,000 200,000 250,000
Google Sites
Yahoo! Sites
Microsoft Sites
Amazon Sites
AOL, Inc.
Glam Media
Apple Inc.
Wikimedia Foundation Sites
CBS Interactive
Top 10 Properties Multi-Platform Audiences Unique Visitors (000) by Platform
Source: comScore Media Metrix Multi-Platform, US, Mar-2013
Desktop Only Desktop + Mobile Mobile Only
Targeted advertising: Top web properties extend their audience reach
significantly through mobile channels
Amazon accounts for
1 in every 6
e-commerce dollars
spent in the U.S.
187 million
164 million
Targeted advertising: Amazon has become a major player as an advertising
platform, offering ad delivery based on a wealth of browsing and buying data
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Amazon Display Ad Impressions (in Billions) Source: comScore Ad Metrix, US
+40% Y/Y
2,460
1,359
1,329
1,266
773
738
689
660
610
564
531
Weight Watchers
AT&T
Procter & Gamble
Amazon.com
Capella University
ING Groep
American Express
Verizon
Equifax
Deutsche Telekom
Top Advertisers on Amazon by Display Ad Impressions (in Millions)
Source: comScore Ad Metrix, US, Feb-2013
Targeted advertising: Major advertisers have take notice of Amazon’s
valuable targeting advantage
Many of these
advertisers sell a
large majority of their
products offline
$994
$9,905
$1,263
$11,550
Online Offline
Unexposed Exposed
Dollar Sales Lift Among Households
Exposed to Online Advertising
% Lift: 17%
% Lift: 27%
Despite click rates of only 0.1%, display ads can successfully lift
retailer sales – both online and offline
Source: “Whither the Click?” 139 comScore studies in the
June 2009 Journal of Advertising Research
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
Conclusions
Targeted advertising: Monitoring campaign execution in real-time
Kellogg’s digital campaign monitoring dashboard from comScore
In-Market Campaign Optimization by Publisher
Based on Cost and Effectiveness
• Opportunity to optimize - budgets follow performance
• Multiple publishers, each with high reach potential
• Wide variance in performance observed real-time
Brand X - Q3/Q4
Publisher Avg
Frequency
Impressions
in Target
Impressions
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
ROI
3X
6x
Year 1 Year 2 1H Year 3
Targeted advertising: Is Kellogg’s digital strategy working?
Absolutely!
Implemented new digital strategy and analytics in first half of year 3
ROI results from their first two Brand Market Mix Models
ROI 2X
5X
Year 1 Year 2 1H Year 3
Brand 1 ROI Brand 2 ROI
6X
Succeeding in this Brave New Digital World
• It’s a multi-platform world
• More screens means more overall consumption: not a zero sum game
• Media companies and retailers are extending the total reach of their
audience via smartphones and tablets
• The power of digital is in targeting
• Targeting according to behavior: buying and /or browsing
• Emergence of the retailer as a targeted advertising platform
• Real-time optimization of digital media plan delivery increases
targeting accuracy, viewability and ROI
Thank you!
Festival of Media | 30 April 2013
@comScore
Brave New Digital World from Content to Commerce