Monetizing Mobile Inventory via Cross-Media

Transcription

1 Monetizing Mobile Inventory via Cross-Media lmt Digital Conference th Sep, 2015 ATTILA WEISZ Business Development Director Audience Measurement Services

2 QUIZ: Which screen out of all is looked at for the longest time in a day on average? SOURCE: Flurry - US, Q3/2014 of those having smartphones

3 QUIZ: Which screen out of all is looked at for the longest time in a day on average? SOURCE: Flurry - US, Q3/2014 of those having smartphones

4 Mobile is Shifting to the Centre of Multiplatform Media Landscape & Integrated Marketing Communication Strategies

5 However: when it comes to actual ad revenues and campaign booking, mobile is still a silo

6 Today: one way demonstrated how to better leverage on Mobile for both Publishers and Advertisers

7 Let s Meet

8 Gemius The Currency in Internet Audience Measurement JIC Standard: Poland, Slovakia, Czech Republic, Hungary, Slovenia, Turkey, Denmark, Moldova, Belgium, Luxembourg De facto currency: Lithuania, Latvia, Bulgaria, Bosnia, Croatia, Serbia, Ukraine, Belarus, Estonia Start-up: Russia, Romania, Portugal, Macedonia, MENA (UAE, KSA, Egypt, Syria, Lebanon, Jordan, Oman, Qatar, Iraq, Kuwait, Morocco) 8

9 Mobile Media Consumption Trends

10 MOBILE WORLDWIDE = GROWTH Smartphone Sales Time Spent with Mobile Internet of Things (IoT)

11 Mobile Traffic Boom in CEE 100% 95% 0% 1% 99% 3% 13% 90% 85% 80% 84% 75% PC Phone Tablet Source: gemiusranking, CEE: (Belarus, Russia, Ukraine, Lithuania, Latvia, Estonia, Hungary, Czech Republic, Poland, Slovakia, Serbia, Slovenia, Romania, Bulgaria, Croatia, Bosnia, Macedonia, Moldova) 11

12 Mobile Traffic Boom in CEE Moldova Belarus Latvia CEE 1% 99% 3% 13% Estonia Russia Hungary Slovakia Serbia Croatia 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% PC Phone Tablet Source: gemiusranking, CEE: (Belarus, Russia, Ukraine, Lithuania, Latvia, Estonia, Hungary, Czech Republic, Poland, Slovakia, Serbia, Slovenia, Romania, Bulgaria, Croatia, Bosnia, Macedonia, Moldova) 12

13 Latvia at CEE-Average Moldova Belarus Latvia CEE 1% 99% 85% 12% 3% 3% 13% Estonia Russia Hungary Slovakia Serbia Croatia 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% PC Phone Tablet Source: gemiusranking, CEE: (Belarus, Russia, Ukraine, Lithuania, Latvia, Estonia, Hungary, Czech Republic, Poland, Slovakia, Serbia, Slovenia, Romania, Bulgaria, Croatia, Bosnia, Macedonia, Moldova) 13

14 Mobile Traffic Reached That of PC in Denmark (Page Views) % 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% PC Traffic non-pc Traffic 30.00% 20.00% 10.00% 0.00% Source: gemiusranking,

15 Mobile Media Advertising

16 Contribution to Global Growth in Ad Spend by Medium % 42.0% 40.0% 30.0% 30.0% 28.0% 20.0% 10.0% 0.0% -10.0% MOBILE TELEVISION DESKTOP INTERNET Source: Zenith Optimedia Sep, % 3.0% 1.0% -3.0% -7.0% OUTDOOR RADIO CINEMA MAGAZINES NEWSPAPERS

17 Mobile Internet Ad Spending Worldwide (in USD Billions) 119.5% % % % 33.9% 26.5% 22.2% Source: emarketer

18 However: when it comes to actual campaign booking, mobile is still a silo Programmatic vs. Premium

19 How to Change Silo Approach? Q2/ Survey* of US agency Professionals The biggest obstacles to multiscreen advertising a) lack of audience tracking b) lack of proper targeting *Source: Jivox, (more than half of respondents (54%) mentioned)

20 Cross-Platform/Media Cross-Platform is one of the most important topics now in digital advertising still in early stages Big shift from talking about devices to talking about people. If talking about People, deduplication is the key challenge

21 Deduplicated Cross-Media Reach What is it & Why bother?

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24 If only we could deduplicate. - Total Inventory of a Single Content will Increase - larger inventory for Publishers, better Integrated Marketing Solutions to Advertisers - program-level // ad-level - platform-level (PC, SmartTV, Tablet, etc.) - media-level (TV, Internet, Print, Radio, etc.) - Help Optimize CPT/CPM Prices - Better Targeting

25 Working Example Denmark

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27 Hybrid Methodology SITE CENTRIC DATA DATA PROCESSING RESULTS www Cookie Panel apps USER-CENTRIC DATA + Software Panel POPULATION DATA stream Fusion Panel The declarative and real activity information is fused The user-centric data is rescaled to the establishment study, so that it is representative to the general population characteristics Several verification steps, including filtering out abusive events and data quality tests are applied Real Users Page views Soc-Demo Reach Time Visits Establishment Survey 27

28 Hybrid Methodology SITE CENTRIC DATA DATA PROCESSING RESULTS www Cookie Panel apps USER-CENTRIC DATA + Software Panel POPULATION DATA stream Fusion Panel The declarative and real activity information is fused The user-centric data is rescaled to the establishment study, so that it is representative to the general population characteristics Several verification steps, including filtering out abusive events and data quality tests are applied Real Users Page views Soc-Demo Reach Time Visits Establishment Survey 28

29 Hybrid Methodology SITE CENTRIC DATA DATA PROCESSING RESULTS www Cookie Panel apps USER-CENTRIC DATA + Software Panel POPULATION DATA stream Fusion Panel The declarative and real activity information is fused The user-centric data is rescaled to the establishment study, so that it is representative to the general population characteristics Several verification steps, including filtering out abusive events and data quality tests are applied Real Users Page views Soc-Demo Reach Time Visits Establishment Survey 29

30 BREAKING NEWS: Total (Deduplicated) Reach is Official Currency in Denmark from Q in Belgium from Q3, 2015

31 New Currency Launched in Q1, 2015

32 Reach BEFORE Reach of Top Content in Market Website

33 Reach AFTER Reach of Top Content in Market Website

34 Reach AFTER Reach of Top Content in Market Incremental Reach Website

35 How to get there?

36 BEHAVIOURAL PANEL SYNTHESIS (BPS ) 36

37 DATA USED IN BPS PROCESS ID PANEL DEVICES GENDER AGE krak.dk dr.dk tv2.dk 123 PC PC only Female 14 No Yes Yes 456 PC PC & Tablet Female 45 Yes No Yes 789 PC PC & Mobile Male 28 Yes Yes No 456 Tablet PC & Tablet Female 45 No No Yes 101 Mobile PC & Mobile Male 32 Yes No Yes 37

38 DATA USED IN BPS PROCESS ID PANEL DEVICES GENDER AGE krak.dk dr.dk tv2.dk 123 PC PC only Female 14 No Yes Yes 456 PC PC & Tablet Female 45 Yes No Yes 789 PC PC & Mobile Male 28 Yes Yes No 456 Tablet PC & Tablet Female 45 No No Yes 101 Mobile PC & Mobile Male 32 Yes No Yes Devices Socio-Demog Behavioural Patterns vast amount of behavioural data 38

39 BEHAVIOURAL PANEL SYNTHESIS (BPS ) 39

40 MOBILE Integral Part from Planning to Post Buy OPTIMIZATION PLANNING POST BUY ANALYSIS *BPS= Behavioural Panel Synthesis 40

41 MOBILE Integral Part of the Digital Media Landscape 1. Segmentation of the traffic 2. Single platform study 3. BPS* *BPS= Behavioural Panel Synthesis 41

42 moreover: from website to stream

43 Mobile Stream vs TV Integrating and deduplicating TV and internet data (Proof of Concept Project running First Results to Come) + All this ON A DAILY BASIS 43

44 so get ready for Premium Data & Premium Mobile Advertising!

45 Thank you! Gemius SA 18 B Postępu Street Warsaw Attila Weisz Business Development Director Audience Research Solutions Phone: attila.weisz@gemius.com