Gsma Mmm Launch 020410

8/9/2019 Gsma Mmm Launch 020410

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1 comScore, Inc. Proprietary and Confidential.

GSMA MMM

LaunchPresentations


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Henry Stevens

Director of Media &Entertainment

GSMA


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How we started: money follows measurement in media

MobileAdSpend

Time

Measurement Gap

Early Adopter TrialingDont confuse with commitment

Growth without good

Measurement & reporting

Growth with goodMeasurement & reporting

Objectives: Efficiency Effectiveness


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Discrepancies exist between the audience measurementsof comScore and Nielsen NetRatings and those of the server

logs* Further compounding these differences are the

disparities between comScore's and NNR's own measurement

results.

"To persist in using panels that potentially undercount or

ignore the diverse populations that are the future of

consumer marketing is to deny marketers the insights they

need to build their businessesIAB President and CEO Randall Rothenberg

April 20, 2007

Some history: dont repeat the mistakes of the desktop Internet

* See Slide 31 for comScores Media Metrix

360 solution in response to such concerns


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MMM Principles

GSMA Mobile Media Metrics (MMM)

Consistency andtransparency in mobilemeasurement

Common methodology(what to measure)

Common process(how to measure)

Leverage unique mobileassets to grow mobileadvertising

GSMA Objectives

Respect customerprivacy at all times

Build commoncurrency in partnershipwith local industry

Replicable processacross multiple

markets

Operator alignmentthrough GSMA

Enable media ownersto measureperformance of theirmedia properties

Enable media plannersto understand andquantify audiencetrends and behaviours

Deliver trusted,independent, &audited metrics

MMM Goals


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MMM high level process flow

Anonymisation AggregationProduct

developmentDistribution

URL log datasupplied byMNO

All trafficcarried overoperator

network

Removes anynon-relevantdata

Classificationof websitetraffic

Combineoperator datasets

Create coremeasures

Add thirdpartydemographics

Integratewith otherrelevantdatabases/tools

Subscription

modelproposed

Input data

Two-stepanonymisationprocess

Persistent,unique ID


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Audit

MMM is a collaborative effort a big thank you to all our partners


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Audit

Industry validation



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Audit

Industry validation

Promotion of the mobile medium

http://mmaglobal.com/


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Audit

Industry validation

Promotion of the mobile medium

And of course

http://www.three.co.uk/Homehttp://upload.wikimedia.org/wikipedia/commons/c/c8/Orange_logo.svghttp://mmaglobal.com/


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Paul Goode

SVP Census Solution

comScore


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Anatomy of Mobile Traffic

GSMA MMM Launch Products

Initial Results

GSMA MMM Roadmap

Wi-Fi and Ad tracking


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Mobile Media Metrics reporting of Mobile Handset traffic

MobileOptimized Sites

StandardInternet Sites

Mobile Network Traffic(via Mobile Operators)

Mobile Handsets(as defined by Mobile MediaMetrics Included Device List)

Delivers PageViews & strong

Unique UsersMetrics


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Wi-Fi Traffic(via comScore Media Metrix 360:Panel & Site Census Hybrid)



Unique UsersMetrics


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Wi-Fi Traffic(via comScore Media Metrix 360:Panel & Site Census Hybrid)



Unique UsersMetrics

Portable Internet Devices

(iPod Touch, PSPs + iPad without SIMetc. neither PCs, Netbooks, norMobile Handsets)


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Initial Results

GSMA MMM Roadmap



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Selected screenshots: key measures handset filters media dashboard classification legend

Powerful operational reporting & analytics tools


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Full Launch Products

Core Reports

Key Measures

Demographic Profile

Device Profile

Source/Loss

Cross Visiting Audience Duplication

Media Trend & % Change Media Trend

Target Trend & % Change Target trend

Access to Pre-Production data available now for free until Production data

(as part of signed subscription)

Full Suite of Products and Production Dataset expected in March/April


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Initial Results

GSMA MMM Roadmap



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Data source

As the operators ramp up to full delivery of anonymised data to

comScore, the MMM database has been populated with a subset ofDecember data pre-production data from three operators,which is the basis for the following results.

Pre-production data for January from four operators will bedelivered later in February 2010, and we anticipate delivery of fullproduction data from all five operators early in Q2 2010.


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The Top Sites by Visitors

Source: comScore GSMA MMM; comScore Media Metrix, December 2009


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The Top Sites by Page Views



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The Top Sites by Time Spent (minutes)



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The Social Internet



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The Young Internet



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The Smart Internet



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Initial Results

GSMA MMM Roadmap



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Applications

Search

Ads

Link to TGI

Ad Effectiveness

Media Planning Tools (R/F, etc)

Link to Fixed Internet

Link to IPA Touchpoints

Video

Retail (Mobile Content Downloads)

Link to comScore MobiLens

Service Messaging (Non P2P SMS & MMS)

Product Roadmap: Mobile Survey

Please complete themobile survey that hasbeen sent to your phone1 = Not at all interest5 = Very interested

Survey powered by:

Or email response [email protected]
mailto:[email protected]:[email protected]


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Initial Results

GSMA MMM Roadmap



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Addressing Wi-Fi, Ad Networks and Ad Effectiveness

Complete solution must go beyond operator network

WiFi traffic estimated at 10-20% of total traffic

Extending proven Media Metrix 360 hybrid measurement to mobile

Significant Fixed-Internet Momentum after first six months

Capturing mobile traffic to Fixed-Internet sites

Mobile beaconing launched in private beta with clients

Mobile optimized Web

Applications

Ad Networks

Extending to broader client base in 30 days

Details of AdEffx product suite to be presented on March 4th

Start beaconing with comScore Media Metrix 360 to ensure the full pictureof your site and ad campaigns.
http://www.comscore.com/About_comScore/Methodology/Media_Metrix_360_Hybrid_Measurement


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Person centric panel of 2m internet

users in138 countries covering

site traffic, ad networks, search,

banner advertising, video,

extended web, media planning

Metered Panel

Complete Digital World: Online + Mobile & Panel + Census

Server Census

Network CensusSurvey Sample

PC Online

Mobile Online

Mobile Offline

MobiLensPerson centric survey of ALL mobile

subscribers including operator &

handset ownership & satisfaction, +offline mobile usage inc. bluetooth,

games, music, photo, sideloading etc..

+ online usage of browsing,

messaging, video and TV

Mobile Media MetricsSIM centric census of online mobile

subscribers, including site traffic, search,

connected apps, banner advertising etc.. (&

service messaging)

MediaMetrix360

Site centric traffic of leading sites

via beaconing for hybrid

methodology with panel

measurement to create Media

Metrix 360

MMM Demographicsfrom sample of mobile internet users

MobileSite census Wi-Fi traffic linked to MMM


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Join the debate about the

future of measurement on:

LinkedIn Group:

Next Generation

Media Measurement
http://www.linkedin.com/groups?gid=2429227http://www.linkedin.com/groups?gid=2429227http://www.linkedin.com/groups?gid=2429227http://www.linkedin.com/groups?gid=2429227


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And win free tickets

to London IMAX!


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34 S I P i d C fid i l

For more information

& Launch Video:

www.comscore.com/gsmammm

Or email:

[email protected]
http://www.comscore.com/gsmammmhttp://www.comscore.com/gsmammmhttp://www.comscore.com/gsmammmhttp://www.comscore.com/gsmammmhttp://www.comscore.com/gsmammm

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Gsma Mmm Launch 020410

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