Cross Media Audience Measurement
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1 Cross Media Audience Measurement Stuart Wilkinson Head of Industry Relations EMEA For info about the proprietary technology used in comscore products, refer to
2 comscore s services fulfil many industry needs 2
3 DIRECT CLIENT QUOTES: Cobbling together different data sources into a Frankenmetric isn t working. Live TV viewing will be less than half of all video consumption in less than 2 years. To move the industry forward, we need to be able to dedupe across screens. We need GRPs to Programmatic TV is in the compare TV and first inning of the baseball digital. game. Agencies are setting up to buy across platforms, we need to be prepared to sell that way. 3
4 Audiences consume content on a combination of platforms TV Only TV + Desktop + Smartphone Five Platforms TV + Smartphone+ Tablet TV + Tablet TV + Desktop + Smartphone + Tablet comscore, Inc. Proprietary. 4
5 5
6 DEPTH: DEMOGRAPHY BREADTH: ACCURACY OBSERVED: DEDUPLICATED REACH PANEL CENSUS SINGLE SOURCE PANELS comscore, Inc. Proprietary. 6
7 TWO MAJOR CROSS-MEDIA INITIATIVES: 1. Deliver continuous cross-media measurement in the U.S. through syndicated product 2. Bring cross-media measurement worldwide through partnership with Kantar comscore, Inc. Proprietary. 7
8 Our TOTAL VIDEO approach states that a Cross-Media measurement solution must provide: 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 METRICS: Reach Frequency Impressions GRPs Minutes Average Audience 5 FLEXIBLE to Fit the Future of Advertising comscore, Inc. Proprietary. 8
9 comscore s Cross-Platform Measurement Projects in USA Mobile + Desktop + TV Mobile + Desktop + TV Desktop + TV Set Top Box Data across 4M HHs Multi-Screen Phase I 5 Screen Phase 1 OTT Integration Multi-Screen Phase II comscore, Inc. Proprietary. 9
10 How does comscore measure TV? TV PANEL 70,000 Persons TV STB DATA 6MM Homes in 131 DMAs Projected U.S. TV Audience comscore, Inc. Proprietary. 10
11 Xmedia will formally launch Summer 2015 The first-ever syndicated measurement solution allows users to create cross-media packages that combine elements from TV and digital to analyze unduplicated, incremental and overlapped audience reach and engagement across platforms. 11
12 comscore, Inc. Proprietary. 12
13 Differentiator of comscore cross-media measurement Large datasets allow for granular reporting at the channel, program and telecast level: K 205K Channels Programs Telecasts comscore, Inc. Proprietary. 13
14 CASE STUDY Viewing Behavior of Major Broadcast Network s Series Finale 14
15 The Series Finale: Millennials show greater Time Shifted Viewing (TSV) and Digital consumption Series Finale Incremental Reach from TSV and Digital +3% +24% +8% +43% +21% +35% Digital Only Live + 7 Live + SD Live All Persons P18-34 Source: comscore Xmedia, February 2015 comscore, Inc. Proprietary. 15
16 Can you say Binge-Watch? In the month leading up to the Series Finale, over 26% of minutes were spent on Digital Incremental Minutes from TSV and Digital +113% +238% +36% +89% +77% +149% Digital Live + 7 Live + SD Live All Persons P18-34 Source: comscore Xmedia, February 2015 comscore, Inc. Proprietary. 16
17 Multi-platform viewers spent more time with the Series Finals than those who only viewed on TV Average TV Viewing Minutes per Person by Audience Type +112% +53% TV only TV and Digital All Persons Source: comscore Xmedia, Live In Home TV Viewing, February 2015 comscore, Inc. Proprietary. 17
18 Outside of USA: Strategic Alliance with a Global Footprint + 44 Countries 55 Countries 18
19 Long-term, Global, Strategic Alliance with WPP/Kantar Global strategic partnership, minimum 10 year term WPP acquiring up to 20% stake in comscore (but no seat on comscore board) Immediate focus on cross-media audience and campaign measurement Outside US Market 19
20 GRANULARITY & SPEED OF REPORTING Granularity of media varies. Reconciliation of two cultures. CONSTRAINED TV SCOPE UNCONSTRAINED BREADTH OF REPORTING TV PLANNING & DELIVERY PROGRAMMES & ADS PER SECOND DAILY DIGITAL PLANNING ALL CONTENT BY CLAISSIFIED BY REPORTING HIEARCHY MONTHLY CONSTRAINED AD CAMPAIGN SCOPE DIGITAL CAMPAIGN DELIVERY CAMPAIGN-LEVEL CREATIVE AND AD PLACEMENT + GRANULAR DEMOGRAPHICS DAILY GRANULARITY & SPEED OF REPORTING 20
21 Need to define the development scope of Cross Media TV Multi-Platform Digital 3 Phases: Extended TV Total Video Total View 21
22 Cross Media = Extended TV / Total Video / Total View Digital-Only Video Content includes YouTube & Facebook, +1 month* TV Content Live TV Content 'Core TV' includes TV Content viewed within a month* of initial transmission TV Content Delivered Digitally Digital-Only Text/Image Content CORE TV EXTENDED TV * Time from initial transmission to be agreed by market TOTAL VIEW TOTAL VIDEO MULTI-PLATFORM DIGITAL 22
23 Accelerate Cross-Media Services & Simplify Deployments Integrated Tagging Audiences --- Campaigns Mobile & Router Panels 23
24 Cross-Media Assets & Methods (Integrated Tags) CENSUS USER DEMOGRAPHICS TV CENSUS DEMOGRAPHIC PROFILES GRANULAR BEHAVIOUR PANELS METHODOLOGIES Enumeration Weighting Panel/Census Unification Multi-Platform Overlap Profile Probabilistic Model Cross-Media Overlap DIGITAL CENSUS DEMOGRAPHIC PROFILES INTEGRATED AD TAGS RETURN PATH DATA INTEGRATED CONTENT TAGS / SERVER LINKS TAM PANEL HOME ROUTER WEB ONLINE PANELS SINGLE SOURCE 24
25 Each country to choose its scope, methods and own phases Extended TV Total Video Total View TV Panel TV Panel with Web Meters Online Panels Content Tags Ad Tags Census Online Profile Data Single Source TV & Online Census TV Profile Data Return Path Data Phase 1? Phase 2? Phase X? 25
26 Spain to be pilot market Extended TV Total Video Total View TV Panel TV Panel with Web Meters Online Panels Content Tags Ad Tags Census Online Profile Data Single Source TV & Online Census TV Profile Data Return Path Data Spain Phase 1 H
27 27
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