Overcoming challenges of implementing mobile audience measurement studies in multiple countries -...

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Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

Thank you to our sponsors!

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Association Partners

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Overcoming the Challenges

Implementing mobile audience measurement

studies in multiple countries

Beth Uyenco, Senior Vice-President | January 30, 2013

Market Research in the Mobile World Asia

What of mobile do we measure?

What challenges have we faced?

- How we’ve responded to these challenges

Our Multi-Platform Vision - Why multi-platform is an imperative

- How mobile would be measired and integrated

Agenda

What we measure in the mobile world:

MobiLens /TabLens

Mobile / tablet

behaviors,

demographics and key

landscape features

Mobile Metrix

Site rankings, trending,

demographics on

mobile smartphones

Ad Metrix

Display advertising

tracking across the

mobile internet

Monthly online surveys delivering insight since 2004

Large monthly samples in eight countries

Links demographics, device model, and consumption patterns

MobiLens

Retail & e-Commerce

Shopping activities

In-store behavior

Category & spend (Q2)

Mobile Devices

300+ device attributes

Satisfaction

Purchase profiling

Tablet ownership

Demographics

Age / Gender / Income

Region / Employment

Education / Ethnicity

HH composition

Media Consumption

Games, Music & Video

36 categories

300+ brands

Marketing & Ads

Web/app ad exposure

QR codes

Social Media

Social networking

Location check-in

Photo/video sharing

Communication

SMS /MMS

Instant messaging

Subscriber Profile

Carrier / Plan Type

Spend / Satisfaction

Churn intent

Multiple Access Methods Browser, Application, SMS

Canada, France, Germany, Italy, Japan, Spain, United Kingdom, and United States

25% 29%

2005 2007 2009 2011

Android

Symbian

Microsoft

Source: comScore Mobilens US

MobiLens: Share of Total Smartphone Users by Device

10,000

15,000

20,000

25,000

30,000

35,000

Q3 2011 Q3 2012

Symbian

Microsoft

Android

15.1 million

29.7 million 1.8%

*RIM Not measured

in 2011

MobiLens: Insights on usage by device in Japan

0 100 200 300 400 500

Listened to music almost everyday

Research product features via application

Played games on mobile 1X/week or more

Compared product prices 1-3x/month

Research product features via web browser

Accessed Social Networking site 1X/week or more

Sent text message almost daily

Accessed news and information 1x/week or more

Emailed almost every day for work or personal

Watched any video on mobile phone 1X/week or more

Took Photos 1-3x/month

All Android Phone Users

All Apple Phone Users

100 = All Mobile Owners 13+ years

Q3 2012

• Behavioral-level insights across iOS, Android and RIM platforms

• App vs. Browser and unduplicated total audience reporting

• Key metrics including unique visitors, reach & time spent

• Demographic segmentation by age, gender and income

Mobile Metrix 2.0

Smartphones & Tablets

have changed the digital

landscape

To See the Future of Digital Media Measurement, Look to Mobile

But the Mobile Ecosystem has unique measurement challenges

• Limited usefulness of traditional methodologies

• New and different data sources, each with blind spots

• Requirement for new integrative methods to leverage best of each source

Mobile Metrix Solution: Integrating multiple data sources

CENSUS PANELS

Unified Digital Measurement™ (UDM)

Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties

PERSON-Centric Panels

iPhone, Android, RIM

SITE-Census Measurement

via tagged sites and apps

Mobile Measurement Challenges

Device Technology

Fragmentation

Mobile Web and

Application Technologies

User / Publisher / Network

Data Sources

User Platform Fragmentation

Determine Unduplicated

Audience across Multiple Platforms

Consistent Measurement of Std. Web; Mobile Web, and Apps

Integrate Best Data Sources into

Unified Methodology

Consistent Measurement

across Operating Systems

Mobile Devices — Users will access

digital media using 1,100 different mobile handsets

Managing Fragmentation

Publishing Technologies — “The web”

is no longer singular

— Must measure all forms of publication to capture full audience

Digital Consumption — Share of digital

requirements shifting across multiple devices

Metering must be supplemented with

site-centric and network-centric data

Must synthesize publication channels and measure cross

Must develop methodologies to

measure degree of multi-platform consumption

Site-centric measurement is Central

Glue to tie together platform and network methods

High quality ‘Tonnage’ measurement

Low quality Unique Identifiers

Network-centric measurement can become Bedrock

High quality Unique Identifiers

Highly Secure, Robust Privacy Protection

Partial ‘Tonnage,’ Wi-fi activity is off-network.

Panels Matter, but Concepts must Evolve

Meter Panels: deep visibility into platform usage

Household Panels: visibility into multi-device consumption & incremental reach

Demographic Panels: visibility into demo comp

What we learned:

Our Multi-platform Vision

and mobile’s place

The multi-platform vision is to integrate the measurement data

currently collected through these 3 services

Media Metrix

Page Visitation

Video Metrix

Video Consumption

Mobile Metrix Mobile Visitation,

App Usage

Media Metrix Multiplatform v1 BETA available in Nov 2012

Devices supported: PC, Smartphones, Tablets

Multi-platform Audience Measurement Methods

Multi-platform Measurement Strategy

Measure each Platform using best

possible source

Estimate Audience Overlap across

Platforms based on direct observation

from smaller sources

Measuring Multi-platform Overlap

Power of comScore Census Network

Dynamic (“Virtual”) Panel techniques

Modeling entity-level overlap

Learnings From our First Multi-platform Studies

Building large enough samples to measure cross-platform is practically

unachievable

10,000, 50,000, 100,000 … not enough to measure the overlap between digital

and TV.

“Single source” continues to be a foundational and necessary methodology

The key is to leverage census measurements for multi-platform

measurement

It’s not possible to measure digital world with consumer panels alone

The study exceeded its target of 5,000 panelists and had 10,000 panelists;

However, digital media was only reportable at the highest level of the

comScore dictionary.

Advanced advertising strategies require new measurement solutions

Solutions must be scalable, census-based with real-time platform for connection,

analysis and application of data

What We Learned about Methodology

“…. such that it can affordably track exposure

across platforms to different combinations of

cross-platform content delivery for a majority

of video content producers (one estimate is

that at least 1M respondents might be

required).”

CIMM Next Steps: How to Scale?

720 “ Tech-forward” Panelists Olympic Enthusiasts

2nd study:

London Olympics Billion Dollar Lab for NBC

Television • Continuous,

passive

measurement of

Olympics on all

channels with set

top box data

• Demos and

location collected

with E-diaries

PCs and Laptops • Tracked visits to

nbcolympics.com and

social media sites

Tablet • Measured

nbcolympics.com, NBC

Olympics Apps, WAP,

and social media

− In and Away from

Home Mobile • Measured NBC

Olympics Apps and

WAP usage

− In and Away

from Home

4hr 19min 4hr 28min 5hr

6hr 7min

50 min

59 min

55 min 51 min

40 min

47 min

TV Only TV + PC/Laptop Only

TV + PC/Laptop + Mobile Only

TV + PC/Laptop + Mobile + Tablet

More Screens = More Time Spent on Every Device

Average Time Spent Per Day Following Olympics

Source: comScore Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV and

PC but not on Mobile or Tablet, TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all

4 screens.

5hr 18min

6hr 50min

8hr 29min

TV Only TV +

PC/Laptop

PC/Laptop +

Mobile

PC/Laptop +

Mobile +

Tablet

Mobile PC/Laptop

Building Blocks of Multi-Platform Measurement

Using IP Address Digital Threading

Nationally Projectable and At Scale

Multi-Platform Measure-

Depth of

Consumer Panel

Breadth of

Syndicated Measure-

Pair-wise and 3-way

Duplica-tion/ Overlap

Smartphone Tablet, PC, TV & Radio

Radio Radio

Arbitron

comScore

Panel Data

PC comScore

Census/Tag

Mobile Phone

Tablet

Mobile comScore

Panel Data

Mobile comScore

Census/Tag

Unified Digital Measurement™

Arbitron technology/input comScore technology/input

Portable People Meter™ TV

TV Demos Arbitron

Viewing STB Data

Mobile

& Tablet

TV-Radio Arbitron PPM® Panel

PC-Mobile comScore Census Data

TV-PC comScore panelists

within STB subscribers

TV-PC-Mobile comScore panelists

within STB subscribers

PPM® Code Detection (Measuring TV-Radio)

Mobile

2,000 Arbitron PPM® Panelists

Download comScore cookie (Measuring PC-Mobile-Tablet)

Thank You

Thank you to our sponsors!

Title Sponsor Platinum Sponsor Gold Sponsors

Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor

Association Partners

Media Partners

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by