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For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Multi-Platform MeasurementIn ActionThe comScore Roadmap for Multi-Platform Cross-
Media Measurement and Results of the CIMM Study
Joan FitzGerald, SVP, Television and Cross-Media Solutions
© comScore, Inc. Proprietary. 2
It’s Simple, RIGHT?
How Many?
Random Duplication
Single Source
Fusion
Big Data Viewability
NHT
How Long?
OTT
Digital GRP
MobileVOD and DAI
Programmatic
Privacy
How Often?
© comScore, Inc. Proprietary. 3Source: comScore Project Blueprint, May 2014, Persons 18-49
Digital Consumption = Incremental Reach
Cable Network 1
Cable Network 2
Cable Network 3
Cable Network 4
Cable Network 5
95%
73%
69%
43%
40%
3%
13%
10%
32%
14%
2%
14%
20%
25%
46%
TV Only TV+Digital Digital Only
© comScore, Inc. Proprietary. 4
Broadcast Networks Gain with Multi-Platform Audience
86%
10%
4%
Digital OnlyTV+DigitalTV Only
Source: comScore Project Blueprint, May 2014, Persons 18-49
© comScore, Inc. Proprietary. 5
comScore Advances Cross-Platform Measurement
PC + TV
2010 2011 2013 2014
Set Top Box Data across 4M HHs
Multi-ScreenPhase I
2012
5 ‘Screen’ Phase 1
Mobile + PC + TV Mobile + PC + TV
OTT Integration
Multi-ScreenPhase II
2015
© comScore, Inc. Proprietary. 6
© comScore, Inc. Proprietary. 7
comScore Measurement Vision:
Deliver a comprehensive suite of Digital & Cross Media products / solutions that:• Enable buyers & sellers to leverage unified metrics with demography across multiple
platforms• Include all TV, digital, radio and OTT consumption (content & ads) to represent complete
user experience • Work with partners to create measurement standards across all video/linear TV
© comScore, Inc. Proprietary. 8
Multi-Platform Measurement Is About
THIS
Live TV
DVR
Desktop
Smartphone
Tablet
OTT
TV VOD
Radio
© comScore, Inc. Proprietary. 9
1 A SINGLE, Unduplicated Audience Metric
2 UNIFIED Demography Across Platforms
3 HOLISTIC Accounting of All Video Viewing Behavior
4 SCALABLE Measurement of Platforms & Audiences
5 FLEXIBLE to Fit the Future of Advertising
5 PRINCIPLES OF COMSCORE TOTAL VIDEO
METRICS:
• Reach
• Frequency
• Impressions
• GRPs
• Minutes
• Average Audience
© comScore, Inc. Proprietary. 10
comScore’s Unique Methodology
PANEL CENSUS
SINGLE SOURCE PANELS
DEPTH:DEMOGRAPHY
BREADTH:ACCURACY
OBSERVED:DEDUPLICATED REACH
© comScore, Inc. Proprietary. 11
Methodology – Building Blocks
+
= Panels = Census Content & Video Tags / SDK
PHASE 1:Desktop Panel Census Tags
+
+
PHASE 2:Mobile Panel
Desktop Panel Census TagsMobile Tags
+
PHASE 3: Mobile
Desktop Multi-Platform
+
+
PHASE 4: TV
RadioMobile
Desktop Multi-Platform
+
+
PHASE 5: OTTTV
RadioDesktop, MobileMulti-Platform
+
© comScore, Inc. Proprietary. 12
Five Platforms – Single Source
TV-Radio Nielsen Audio
PPM™ Panel (70K)
TV-Desktop comScore
Panelists within STB Homes
(200K)
TV-Desktop-Smartphone-Tablet
Subset with Home WiFi
Desktop-Smartphone-Tablet
comScore Media Metrix Multi-Platform
(Census)
Calibration Panel
5-Platform Subset of PPM (2.5K)
Use best source of single-source data for cross-media deduplication by combining panel + census
© comScore, Inc. Proprietary. 13
Channels Programs Telecasts
Differentiator of comScore Cross-Media Measurement
385 24K 339K
Large datasets allow for granular reporting – at program/telecast level:
© comScore, Inc. Proprietary. 14
How we are making it happen
© comScore, Inc. Proprietary. 15
Video Metrix Multi-Platform launched in BETA this January
• Measure digital audiences at the show level
• Compare to linear TV & GRPs
• Desktop, Smartphone, Tablet and OTT measurement
• Demographics by device
• Video engagement on ads vs. content
*Demography will be included in Video Metrix Multi-Platform in Q3 2015
Video Metrix®
Multi-Platform
© comScore, Inc. Proprietary. 16
Video Metrix Multi-Platformprovides a single measure of digital video
consumption and engagement across platforms and will feed into
Media Metrix Multi-Platform for unduplicated digital media measurement.
Coming out of BETA in Summer 2015
*Video Metrix Multi-Platform will be included in Media Metrix Multi-Platform in Q3 2015
*
© comScore, Inc. Proprietary. 17
To cover the entire viewing ecosystem, we need to measure:
Person-Centric insights for analyzing audiences across multiple platforms
TV
© comScore, Inc. Proprietary. 18
Understanding the CIMM Cross-Platform Study Results
• May 2014 Data
• Persons 18 - 49
• Digital = Desktop + Smartphone +Tablet
• Results based on combined Video + Web
traffic
• Networks matched with respective digital
entity
© comScore, Inc. Proprietary. 19
Combined TV + Digital Measurement Builds
Audience Live TV
DVR
Desktop
Smartphone
Tablet
+15%
+2%
Case Study 1:
Cable Network
% Increase in Minutes
Source: comScore Project Blueprint, May 2014, Persons 18-49
© comScore, Inc. Proprietary. 20
Live TV
Desktop
Smartphone
Tablet +7%
DVR +23%
% Increase in Minutes
Combined TV + Digital Measurement Builds
Audience Case Study 2:
Broadcast Network
Source: comScore Project Blueprint, May 2014, Persons 18-49
© comScore, Inc. Proprietary. 21
Live + 7 TV
Radio +19.7%
% Increase in Reach
Combined TV + Radio Builds
Reach Case Study:
Broadcast Network
Source: comScore Project Blueprint, May 2014, Persons 18-49
© comScore, Inc. Proprietary. 22
TV to Total Video In Action
Case Study 1: Broadcast Network A Show -
Prime Time Rating
Case Study 2: Broadcast Network B Show -
Prime Time Rating
Source: comScore Project Blueprint, May 2014, Persons 18-49
2.0
Live + SD
3.0
Live + 3Live + SD
2.8
Live + SD
3.9
Live + 3
+91%
4.1
Desktop, Smartphone, Tablet, OOH
0.3, 7%
Live + 7+80%
3.2
Desktop, Smartphone, Tablet, OOH
0.3, 10%
Live + 7
© comScore, Inc. Proprietary. 23
Multi-Platform Consumers Watch More TV
TV Only Audience TV+1 TV+2 Or More
100
133
191
Source: comScore Project Blueprint, May 2014, Persons 18-49
Index of Average TV Minutes Per Viewer Per Day Across Cable and Broadcast Networks
© comScore, Inc. Proprietary. 24
Multi-Platform Consumers Use More Digital
Netw
ork 1
Netw
ork 2
Netw
ork 3
Netw
ork 4
Netw
ork 5
Netw
ork 6
Netw
ork 7
Netw
ork 8
Netw
ork 9
Netw
ork 1
0
Digital Minutes Per User IndexTV + Digital User vs. Digital Only User
100%
Source: comScore Project Blueprint, May 2014, Persons 18-49
© comScore, Inc. Proprietary. 25
From Project to…
© comScore, Inc. Proprietary. 26
• Hybrid panel + Census
• Representative RPD
• Passive
• Individuals and Households
• Ads and Content
• Common Metrics
• Asset Identification
CIMM’s 7 Criteria for Solving Cross-Platform Measurement
© comScore, Inc. Proprietary. 27
comScore Advances Cross-Platform Measurement
PC + TV
2010 2011 2013 2014
Set Top Box Data across 4M HHs
Multi-ScreenPhase I
2012
5 ‘Screen’ Phase 1
Mobile + PC + TV Mobile + PC + TV
OTT Integration
Multi-ScreenPhase II
2015
© comScore, Inc. Proprietary. 28
Xmedia™provides unduplicated audience reporting across traditional TV and digital media in a
single tool. Media packages can be created to analyze cross-platform reach, engagement
and audience overlap.
Xmedia will launch this Summer 2015
OTT & VOD measurement will not be included in Xmedia at launch.
© comScore, Inc. Proprietary. 29
• TV Viewing is stronger than ever, but fragmented across
devices and platforms
• Desktop, Smartphone, Tablet and Radio add incremental
audience and reach for broadcast and cable networks
• Comprehensive measurement across all platforms is
important to effectively plan and monetize
Key Takeaways
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
www.comscore.com @comScore www.linkedin.com/company/comscore www.facebook.com/comscoreinc
Comprehensive Media Measurement from comScore