ComScore the Digital World in Focus DMA 2013

8/12/2019 ComScore the Digital World in Focus DMA 2013

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comScore, Inc. Proprietary.

The Digital World in Focus

Gian Fulgoni

Executive Chairman

comScore, Inc.


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comScore, Inc. Proprietary. 2

comScore is a leading internet technology company thatprovides Data & Analytics for a Digital World

NASDAQ SCOR

Clients 2,100+ Worldwide

Employees 1,000+

Headquarters Reston, Virginia, USA

Global

Coverage

Measurement from 172 Countries; 44 Markets

Reported

Big Data Over 1.5 Trillion Digital Interactions CapturedMonthly

V0113


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Data sourced from comScores global panel of 2 million Internet users

2 Million Person Panel360View of Person Behavior

CENSUS

Unified Digital Measurement (UDM)Patent-Pending Methodology

1 Million Domains ParticipatingAdopted by 90% of Top 100 U.S. Media Properties

PANEL

PERSON -Centric Panel withWEBSITE -Census Measurement

Web Visiting& SearchBehavior Online

AdvertisingExposure

AdvertisingEffectiveness

Demographics,

Lifestyles& Attitudes

Media & Video

Consumption

Transactions

Online

& OfflineBuying

Mobile InternetUsage & Behavior

PANEL

V0411

Plus 5 Million TV Set Top Boxes for 3-Screen Measurement


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Topics for Today

Global OverviewInternet User TrendsTop Online Properties

Social MediaSearchOnline VideoMobileMulti-Platform

Lessons Learned About DigitalAdvertising


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GLOBAL OVERVIEW

#FutureinFocus


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66%

13%

34%

87%

1996 2012

Outside US

Distribution of Worldwide Internet AudienceThe U.S. is no Longer the Centre of the Online Universe

Source: comScore MMX, December 2012, Worldwide 15+,

AsiaPacific

42%

Europe27%

NorthAmerica

14%

MiddleEast - Africa

9%

LatinAmerica

8%

Outside US


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comScore, Inc. Proprietary. 7Source: comScore MMX, December 2012, Europe 15+

Online Desktop Audience Across the GlobeChina Comprises 22% of Global AudienceBrazil and India Post Highest Growth

351.2

196.3

78.3 73.7 65.5 64.353.0

42.6 39.2 29.5 25.6 24.7 23.9 22.8 20.0 16.8 15.2 14.5 T o t a l M o n

t h l y U n i q u e

V i s i t o r s

( 0 0 0 )

Indias internet audience grew 25% sinceJuly 2012, overtaking Japan as the worlds3 rd largest internet audience

Brazils web population posted the highestgrowth worldwide, increasing by 41% sinceJuly 2012


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35.925.8 25.4

21.017.6

North America Europe Latin America Asia Pacific Middle East - Africa M o n

t h l y H o u r s p e r

V i s i t o r

Source: comScore MMX, July 2012 and July 2013, Worldwide 15+,

Time Spent and Growth Across Regions Asia Pacific is Largest and Still Growing, Lat Am has Highest Percent Growth

Global Average:24.5 Hours a Month

617

399

213134 134

655

419

222152 134

Asia Pacific Europe North America Latin America Middle East -Africa

M o n

t h l y U n i q u e

V i s i t o r s

( M M )

Jul-12Jul-13

+6%

+5%

+4%

+13% ---


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comScore, Inc. Proprietary. 9Source: comScore MMX, July 2013

Engagement Across Global AudiencesHeavy Users Not Only in Europe and North America; Emerging Markets Post High Usage Too

46.936.3

34.833.132.1

29.328.3

27.426.4

25.924.724.724.624.524.424.3

23.723.6

23.022.7

Italy United States

United Kingdom Canada Brazil

Vietnam Turkey France

Argentina Israel

Taiwan Finland

Spain Netherlands

Poland

Thailand Chile

China Hong Kong

Russian Federation

A v e r a g e

M o n

t h l y H o u r s p e r

V i s i t o r


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Established Online Audiences in North America, Europe Skew Older60 percent of Latin American Web Audience is Under 35

26%

28%

21%

21%

32%

26%

30%

24%

18%

28%

21%

23%

21%

18%

20%

14%

11%

17%

18%

12%

13%

8%

16%

26%

8%

WW

Asia Pacific

Europe

North America

Latin America

% o

f O n

l i n e

P o p u l a

t i o n

Persons: 15-24 Persons: 25-34 Persons: 35-44

Persons: 45-54 Persons: 55+

Internet Audience 15+ accessing Internet from a Home or Work DesktopSource: comScore Media Metrix, July 2013


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Women Spend Less Time Online than Men in All RegionsPercent Difference in Usage is Largest in Lat Am, Europe

25.321.5

27.2

37.6

27.023.7

20.424.3

34.3

23.8

WW Asia Pacific Europe NorthAmerica LatinAmerica

A v e r a g e

M o n

t h l y H o u r s

p e r

V i s i t o r

Males 15+

Females 15+

Female Share of Internet Population

47% 45% 49% 51% 49%



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Males 35-44 are Heaviest Users Among Age/Gender Groups Among Women, 45-54 year-olds are the Heaviest Desktop Internet Users

25.3

23.5

25.1

22.6

26.4

24.0

25.324.9

23.824.3

Males Females

A v e r a g e

M o n

t h l y H o u r s

O n l

i n e p e r

U s e r

15-24 25-34 35-44 45-54 55

Internet Audience 15+ accessing Internet from a Home or Work DesktopSource: comScore Media Metrix, July 2013, Worldwide


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comScore, Inc. Proprietary. comScore, Inc. Proprietary.

TOP ONLINE PROPERTIES


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Top Global Web Properties

1,208,800

877,967

796,943

724,542

492,107

403,717

358,243

341,391

317,744

317,645

Google Sites

Microsoft Sites

Facebook

Yahoo! Sites

Wikimedia FoundationSites

Amazon Sites

Baidu.com Inc.

TENCENT Inc.

Alibaba.comCorporation

Sohu.com Inc.

219.3

56.1

362.1

128.5

12.1

22.0

72.1

247.0

128.6

32.4

Unique Visitors (000) Minutes per Visitor



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SOCIAL MEDIA


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Most Avid Users of Desktop-based Social Networking in Latin AmericaLowest Reach and Usage of Category in Asia Pacific

79.5%

71.9%

83.3%

88.0%

94.0%

74.4%

Worldwide

Asia Pacific

Europe

North America

Latin America

Middle East-Africa

Monthly Reach of Social Networking

5.6

2.4

8.1

5.4

9.0

7.0

Average Monthly Time Spent

on Social Networking (Hours)



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Virtually All Time Social Networking in Latin Americais Spent on Facebook

80% 69%

99%

69%

87%94%

World-Wide

Europe LatinAmerica

AsiaPacific

NorthAmerica

MiddleEast - Africa

Facebook Share of Total Minutes Spent on Social NetworkingBy Region

Share of [M]FACEBOOK.COM Minutes vs. Social Networking CategoryInternet Audience 15+ accessing Internet from a Home or Work DesktopSource: comScore Media Metrix, July 2013


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SEARCH

#FutureinFocus


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comScore, Inc. Proprietary. 19Source: comScore, qSearch, December 2012, UK 6+

Google Captures Lions Share of Searches in All Markets but Asia,Where Baidu Ranks on Par With Google

Asia Pacific Europe NorthAmerica

LatinAmerica

Middle East- Africa

Google Sites All Other

TotalSearches

(MM)

GoogleShare ofSearches

62,794

50,425

34,063

21,136

9,36134%

75%

67% 88%89%


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comScore, Inc. Proprietary. 20Source: comScore, qSearch, December 2012, Europe 15+

Google Captures 86% of the EU Search Engine Market

86%

10%

2%1%1%

S h a r e o f

M o n

t h l y

S e a r c

h e s

Google Search

Yandex Web

Search Mail.Ru - Search

Bing

Ask Network


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comScore, Inc. Proprietary. 21Source: comScore, qSearch, July 2013, Asia Pacific15+

Google, Baidu Near Even in Asia Pacific Search Engine Market

39%

34%

10%

9%

8%

S h a r e o f

M o n

t h l y

S e a r c h e s

Google Sites

Baidu.com Inc.

Alibaba.comCorporation Qihoo.com Sites


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comScore, Inc. Proprietary. 22Source: comScore, qSearch, July 2013

Turkey Leads The Way With Most Searches per SearcherWorldwide Average for July 2013 is 110 Searches per Searcher

201

173162 160 155 155 149 147 146 145

130 127 124 123 123 121 117 115 115 111

M o n

t h l y S e a r c h e s p e r

S e a r c

h e rSearches Per Searcher Per Month


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ONLINE VIDEO

#FutureinFocus

Online Video Reaches 1 3 Billion Viewers Worldwide on a monthly


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50

70

90

110

130

150

170

190

210

Videos per Viewer

Source: comScore Video Metrix, July 2012 to July 2013, Worldwide 15+

Online Video Reaches 1.3 Billion Viewers Worldwide on a monthlybasis

Average Consumption Shows some Seasonality, up 13% YOY

July2013

July2013

13%

7%

1,200,0001,220,0001,240,0001,260,0001,280,0001,300,0001,320,000

1,340,0001,360,000 Online Video Growth on Desktop

July2012

July2012

Total Unique Viewers (000)

Average Videos per Viewer


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comScore, Inc. Proprietary. 25Source: comScore Video Metrix, July 2013, Worldwide 15+

Google (i.e. YouTube) Still King of Online Video

Videos per Viewer100.5

14.0

20.0

15.1

15.0

8.8

13.3

12.9

11.5

15.3

YouTube accounts for99.7% of Googlesvideo viewers

794,919

319,873

268,072

248,681

231,916

223,317

214,268

213,688

192,479

170,171

Google Sites

Facebook

Youku Inc.

VEVO

TENCENT Inc.

Viacom Digital

Sohu.com Inc.

Tudou Sites

BrightRollPlatform

IQIYI.COM

Top 10 Destinations for Online VideosTotal Monthly Viewers

(000)


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comScore, Inc. Proprietary. 26Source: comScore Video Metrix, December 2012

82 MILLION AMERICANSARE GOING TO WATCH

1.6 BILLION VIDEOSTODAY


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comScore, Inc. Proprietary. 27Source: comScore Video Metrix, December 2012

NUMBER OF VIDEOSWATCHED ONLINE IN U.S.

+800%

OVER LAST 6 YEARS

Huge Upside: Time spent watching online video in the U S is equivalent to


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44,999

2,365

TV (Live + Time-Shifted) Online Video

Huge Upside: Time spent watching online video in the U.S. is equivalent toonly 5% of the time spent watching TV. Will this increase rapidly because ofviewing patterns of younger segments?

Monthly Hours (Millions) Spent Watching TV vs. Online Video

SOURCE: TV: Nielsen Cross Platform Report, Q2 2013

Online Video: comScore Video Metrix, US, June 2013

Time Spent WatchingOnline Video Equivalent

to 5% of TV


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MOBILE LANDSCAPE

#FutureinFocus


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comScore, Inc. Proprietary. 30Source: comScore MobiLens, 3 month average ending July 2013

United

States

Japan

Germany

UK

Italy

France

Spain

Size of Global Mobile Audiences & Smartphone Penetration

238.5

Total MobileAudience (MM)Smartphone Users

102.7

61.0

49.5

48.0

47.5

36.0

60%

36%

59%

70%

59%

59%

74%

Th Wh Wh f h EU5 S h M k


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comScore, Inc. Proprietary. 31Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+

The Whos Who of the EU5 Smartphone Market Leading Smartphone Handset Manufacturers and Operating Systems

32%

21%16%

9%

7%

15%

Top 5 Smartphone Handset Manufacturers (OEM)

Samsung

Apple

Nokia

HTC

RIM

Other

50%

20%

15%

7%5% 3%

Top 5 Smartphone Operating System (OS)

Google

Apple

Symbian

RIM

Microsoft

Other

Th Wh Wh f h U S S h M k


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comScore, Inc. Proprietary. 32Source: comScore MobiLens, 3 month average ending July 2013, US, 13+

The Whos Who of the U.S. Smartphone Market Leading Smartphone Handset Manufacturers and Platforms

44%

26%

9%

7%

7%5%2%

Top Smartphone Handset Manufacturers(OEM)

Apple

Samsung

HTC

Motorola

LG

BlackBerry

Nokia

52%41%

4%3%0%

Top Smartphone Operating System (OS)

Android

Apple

BlackBerry

Microsoft

Symbian


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MULTI-PLATFORM USAGE IN THE U.S.

The Bra e Ne Digital World: Adoption of Smartphones & Tablets has


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The Brave New Digital World: Adoption of Smartphones & Tablets hasdramatically changed the digital media landscape

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

160,000,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

N u m

b e r o

f D e v i c e

O w n e r s

143 MILLION

71 MILLION

Number of Device Owners (Smartphone and Tablet)

Source: comScore MobiLens/TabLens 3 month average ending June 2013

+25%vs. YA

+55%

Vs. YA


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comScore, Inc. Proprietary. 35Source: comScore Device Essentials, Monday, 21 st January 2013, UK

Devices Play Different Roles Throughout the Day

S h a r e o f

D e v

i c e

P a g e

T r a f

f i c o n a

T y p i c a

l W o r

k d a y

Mobile brightens the commute

Source: comScore Device Essentials, Monday, 21 st January 2013, US

Tablets popular at

nightPCs dominateworking hours

Smartphones and Tablets have driven a doubling of time spent with


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p g pdigital media over past 3 years. In total, no evidence of desktopcannibalization

416 477

81

381

100

May 2010 U.S. May 2013 U.S.

Tablet

+93%

Total U.S. Digital Media Time by Platform

(Billions Minutes)

+370%Phone

+15%Desktop

Source: comScore Media Metrix Multi-Platform

Desktop consumption of Weather content has been cannibalized


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p pby extensive phone use; while engagement with Sports content hasseen strong growth across all platforms

6.57.8

0.7

3.5

1.1

Feb-10 Feb-13

Tablet

Smartphone

Desktop

3.2

1.7

0.4

2.1

0.4

Feb-10 Feb-13

Tablet

Smartphone

Desktop

Sports Category Weather Category

U.S. Time Spent in Minutes (Billions) by Platform: Desktop, Smartphone & TabletSource: comScore Media Metrix Multi-Platform, U.S., February 2013


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Research Lab:A Look into the Future

Billion Dollar


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4hr 19min 4hr 28min 5hr6hr 7min

50 min59 min

55 min51 min

40 min

47 min

TV Only TV + PC/LaptopOnly

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

4hr 19min

5hr 18min

6hr 50min

8hr 29min

TVOnly

TV +PC/Laptop

TV +PC/Laptop +

Mobile

TV +PC/Laptop +

Mobile +Tablet

Tablet Mobile

PC/Laptop

TV

The Internet is not yet displacing TV in the U.S.:


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SOURCE TV: Nielsen Cross Platform Report, US, Q1 2013

SOURCE Internet: comScore Media Metrix Multi-Platform, US, Q1 2013

y p gTime spent online using desktop and mobile devices equals only one-third of time spent watching TV

TVInternet (Desktop + Mobile)

48,361

16,466

U.S. Monthly Total Hours Spent in Q1 2013TV vs. Multi-Platform Internet Use (Millions of Hours )

Note : TV inc ludes Live and Timeshi f ted v iewing .In terne t inc ludes Desktop , Smar tpho ne and Table t consum pt ion .


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DIGITAL ADVERTISING: LESSONS LEARNED

#FutureinFocus


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Four Key Challenges with All Digital Advertising

Viewability Brand SafetyTargeting Fraud


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comScore, Inc. Proprietary. 43Source: comScore 2011

The Cookie Challenge

Branding advertisers on TV are accustomed to audience guarantees and

expect the same in digitalAccuracy of cookie-based digital media plan delivery is problematic

Cookie Deletion Cookies Are Not People

b l l


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comScore, Inc. Proprietary. 44vCE Charter Study (2012)

Viewability: In-view rates are low

comScore vCE Benchmarks (2013)

1000s campaigns, 290 billion impressions

Mix of advertisers

Mix of publishers

46%54%

Real -World Scenario

IN-VIEWNOT IN-VIEW

Premium Publishers Boast Higher Average In-View Rates than Ad


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Premium Publishers Boast Higher Average In View Rates than AdNetworks/Exchanges

Huge return from increasing viewability: A 40% increase in viewability


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comScore, Inc. Proprietary. 4640% improvement in viewability generating 75% increase in sales impact

Huge return from increasing viewability: A 40% increase in viewabilitydrives a 75% increase in sales lift for Kelloggs

Digital Sales Lift IndexSales Lift Indexed to 100 for Less Than 50% Viewability of Impressions

Less Than 50%Viewability

At Least 70%Viewability

100

175

Using comScore vCE, campaign delivery can be monitored and optimizedi fli h I h l b l P bli h 1 i d li i l i


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in-flight. In the example below, Publisher 1 is delivering results superior toPublishers 2 & 3 and would receive a greater share of ad spend

In-Flight Campaign Optimization by PublisherBased on Cost and Effectiveness

Opportunity to optimize - budgets follow performance Multiple publishers, each with high reach potential Wide variance in performance observed

Brand X - Q3/Q4

Publisher AvgFrequencyImpressions

in TargetImpressions

in ViewLift 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

Real-Time: In-flight optimization of Reach, Frequency and Targeting is


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g p , q y g gdriving rapid gains in marketing ROI for Kelloggs

Year 1 Year 2 1H Year 3

ROI

3X

6X

Year 1 Year 2 1H Year 3

ROI2X

5X

Brand 1 ROI Brand 2 ROI

Increase in ROI from Improved In-Flight Targeting

K T k


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Key Takeaways

Internet use surging on a global basis and the U.S. is no longer center

of the digital world. China now has worlds largest desktop user base. Google, Microsoft and Facebook are the top three global properties

Facebook dominates social networking on a global basis

Google dominates search in all regions with the exception of Asia-Pac

1.3 billion people around the world watch online video on a monthlybasis, with strong growth occurring in number of viewers and videosviewed. YouTube dominates

With the availability of smartphones and tablets, the multi-platformomnivore has emerged. But, its not a zero -sum game: More devicesresult in more time on all devices, including TV

In-flight optimization of digital media plans in terms of reach,frequency, targeting and viewability can dramatically increase ROI


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Thank You!The Digital World in Focus

For more information about comScore,please email us at:

[email protected]

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ComScore the Digital World in Focus DMA 2013

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