What media measurement businesses must address. Presented by Brent Bernie, President of comScore Canada. This presentation was given at IAB Canada's MIXX Conference in March 2013.

1. The Brave New Digital World
A Manifesto for the Future of Digital Media and Analytics
Brent Lowe-Bernie
IAB Canada MIXX Conference
March 21st, 2013
© comScore, Inc.
Proprietary.

2. Agenda
 The Reality Out There
 Digital Consumption Used to Be Simple
 10 Principles for the Future of Digital Media
Measurement & Analytics
 What Does This Mean For Canada?
 Key Takeaways
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Proprietary.
2

3. The Reality Out There
What is really going on with consumers?
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4. Canadians continue to be highly engaged online compared to the rest
of the world
Online Visitation and Engagement
Q4 2012*
Average Monthly
Unique Visitors (000)
Average Monthly
Hours per Visitor
Average Monthly
Pages per Visitor
Average Monthly
Visits per Visitor
1,519,489
24.6
2,278
60
China
342,334
17.6
1,621
54
United States
188,743
43.0
3,709
97
Japan
73,577
21.9
2,244
52
Russian Federation
60,922
25.0
2,835
63
Germany
52,373
24.7
2,681
64
Brazil
45,762
27.9
2,345
59
France
43,176
27.9
2,681
75
United Kingdom
39,318
38.9
3,432
88
Italy
28,653
19.0
1,908
47
Canada
25,497
Geography
Worldwide
© comScore, Inc.
2nd
Proprietary.
41.3
1st
3,731
1st
*Ranking in table is based on Average Monthly Unique Visitors in Q4 2012 for selected geographies
Source: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012
101
4

5. Online video engagement in Canada is high compared to the rest of
the world
Online Video Viewership and Engagement
Q4 2012*
Average Monthly
Unique Viewers (000)
Average Monthly
Hours per Viewer
Average Monthly
Videos per Viewer
1,277,913
18.9
180
United States
164,452
21.8
288
Russian Federation
50,773
21.9
181
Germany
44,126
22.4
188
Brazil
39,672
11.4
134
France
37,609
18.7
204
United Kingdom
33,381
30.4
300
Italy
23,800
20.7
191
Canada
23,357
Geography
Worldwide
© comScore, Inc.
Proprietary.
2nd
24.8
2nd
291
*Ranking in table is based on Average Monthly Unique Visitors in Q4 2012 for selected geographies
Source: comScore, Inc., Video Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012
5

6. The rise of the visual web
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6

7. Tumblr, Pinterest & Instagram among the hottest growth sites in 2012
U.S. Unique Visitor Trend (000)
Tumblr
Pinterest
Y/Y Growth
Instagram
35,000
30,000
25,000
+64%
20,000
15,000
+284%
10,000
5,000
0
Dec-2011
Mar-2012
Jun-2012
© comScore, Inc.
Proprietary.
Sep-2012
Dec-2012
Source: comScore, Inc., Media Metrix, US, Home & Work, Persons: 2+, Dec 2011 – Dec 2012
+16,779%
7

8. Tumblr, Pinterest & Instagram among the hottest growth sites in 2012
CA Unique Visitor Trend (000)
Tumblr
Pinterest
Y/Y Growth
Instagram
7,000
6,000
5,000
+80%
4,000
3,000
+595%
2,000
1,000
0
Dec-2011
Mar-2012
Jun-2012
© comScore, Inc.
Proprietary.
Sep-2012
Dec-2012
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Dec 2011 – Dec 2012
+34,670%
8

9. Mobile devices represent critical access platform for many social sites
Virtually All Time Spent on Instagram and Foursquare Comes from Mobile Devices
Share of Minutes on PC
Tumblr
Share of Minutes on Mobile
87%
LinkedIn
13%
81%
Myspace
19%
55%
Pinterest
45%
52%
Facebook
48%
50%
Twitter
50%
30%
70%
Instagram
1%
99%
Foursquare
1%
99%
© comScore, Inc.
Proprietary.
Source: comScore, Inc., Media Metrix Multi-Platform, US, Nov 2012
Note: The data cited above are part of a beta release. As such, they are preliminary and subject to further
testing and analysis. These data are not comScore data of record
9

10. More than 13% of web traffic now comes from smartphones and
tablets…and it’s doubled in a year!
Share of Total Web-Based Page Views by Platform
Smartphone
Tablet
Other
4.2% 4.3% 4.5%
4.5% 4.7%
4.0%
3.6%
2.4%
1.5% 1.8% 1.9% 2.0% 2.1%
3.2%
2.8% 3.0%
3.5%
2.2%
6.1%
5.4% 5.6%
4.8% 5.1% 5.3%
4.1% 3.8% 4.0% 3.9% 4.0% 4.3%
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6.9%
7.9% 7.6% 7.6% 8.3% 8.1%
Source: comScore, Inc., Device Essentials, US, Jun 2011 – Nov 2012
10

11. …and that doesn’t even account for applications, which represent 4
out of every 5 minutes spent on smartphones today
Amazon Leads Target and Walmart by Large Margin in Use of Applications
Application vs. Mobile Web: Share of Time Spent on Smartphones
Application
Mobile Web
Cooliris
100%
Apple
100%
Instagram
99%
1%
Netflix
99%
1%
Twitter
98%
2%
Zynga
97%
EA Online
3%
95%
5%
Pinterest
93%
7%
Facebook
93%
7%
Google
83%
17%
eBAY
82%
18%
Yahoo!
82%
18%
Amazon
82%
18%
Pandora
78%
ESPN
57%
Target
Walmart
22%
43%
37%
24%
© comScore, Inc.
63%
76%
Proprietary.
Source: comScore, Inc., Mobile Metrix, US, Nov 2012
11

12. Smartphone penetration surges past 54% of mobile users in the U.S.
127+ Million Smartphone Subscribers
127
104
More Than 23
Million
Added in
Past 12
Months
Dec-2011
Dec-2012
© comScore, Inc.
Proprietary.
Source: comScore, Inc., MobiLens, US, Persons: 13+, Dec 2011 – Dec 2012
12

13. Smartphone penetration surges past 62% of mobile users in Canada
13+ Million Smartphone Subscribers
14
Nearly 5
Million
Added in
Past 12
Months
9
Dec-2011
Dec-2012
© comScore, Inc.
Proprietary.
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2011 – Dec 2012
13

14. Smartphone penetration increased by 17 pts. in the Canadian market
Smartphone Market Penetration by Percent of Mobile Subscribers
Smartphone
Feature Phone
38%
55%
+17 pts.
62%
45%
Dec-2011
© comScore, Inc.
Dec-2012
Proprietary.
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011
14

15. Tablets already used by 48 million American owners, a level it took
smartphones nearly 10 years to reach
We Now Live in the Post-PC Paradigm
Number of Device Owners
120 MILLION
50 MILLION
© comScore, Inc.
Proprietary.
Source: comScore, Inc., TabLens, US, Persons: 13+, 2010 – 2012
Source: comScore, Inc., MobiLens, US, Persons: 13+, 2001 – 2012
15

16. Watching video on mobile phone leads as fastest-growing mobile
category
Fastest Growing Mobile Content Categories
by Number of Subscribers (Millions)
+179%
Watched Video
Digital Books/Magazines
+62%
Online Retail
+60%
Electronic Payments
+56%
Home/Lifestyle
+53%
Credit Cards
+51%
Men's Magazine Content
+50%
Travel Service
+48%
Beauty/Fashion/Style
+47%
Kids and Family
+47%
0
10
20
30
Oct-2012
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Proprietary.
40
50
60
Oct-2011
Source: comScore, Inc., MobiLens, US, Persons: 13+, Oct 2012 vs. Oct 2011
16

17. Entertainment, News, Sports, Weather, Social and Coupons attract the
largest audiences from Mobile* channels
PC-Based Visitors
Cooliris
Exclusive Mobile Visitors
55,051%
Zynga
182%
Pandora
152%
Groupon
118%
AccuWeather
111%
New York Times
77%
Instagram
59%
Verizon
50%
Clear Channel
49%
ToneMedia
46%
Twitter
43%
ESPN
41%
AT&T
38%
Netflix
37%
Yelp
35%
© comScore, Inc.
Proprietary.
*Includes Smartphones and Tablets
Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012
Note: The data cited above are part of a beta release. As such, they are preliminary and subject to further
testing and analysis. These data are not comScore data of record
17

18. Smartphone subscribers watching videos on their mobile devices
increased 21 pts. in the last year
Percent of Smartphone Subscribers Watching TV and/or Video on Mobile Phone
37%
+21 pts.
16%
Dec-2011
© comScore, Inc.
Dec-2012
Proprietary.
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011
18

19. Digital consumption used to be simple…
PC/Mac
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19

20. … not anymore
Today, new platforms are being adopted at increasingly higher rates
Tablet
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PC/Mac
TV
Smartphone
20

21. Everyday…
CONTENT is
consumed
PCs
Tablets
rule our
days
across multiple
DEVICES
Smartphones
rule our
mornings
by the same
PERSON
One Day
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21

22. Reinventing our relationship with News & Information
43% Read Magazines on Their Tablet*
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*Source: comScore, Inc., TabLens, US
22

23. Creating new ways to shop
4 in 10 Bought Goods & Services on Their Tablet*
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*Source: comScore, Inc., TabLens, US
23

24. Changing how we watch television
More than 50% of Tablet Owners Watch Video and Television on their Tablet*
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Proprietary.
*Source: comScore, Inc., TabLens, US
24

25. Insight: Which properties have the highest incremental audiences
coming from mobile channels?
PC-Based Visitors
Zynga
182%
Pandora.com
152%
Groupon
118%
AccuWeather Sites
Exclusive Mobile Visitors
111%
New York Times Digital
77%
Instagram.com
59%
Verizon Communications Corporation
50%
Clear Channel Online
49%
ToneMedia
46%
Twitter.com
43%
ESPN
41%
AT&T, Inc.
38%
Netflix.com
37%
Yelp.com
35%
© comScore, Inc.
Proprietary.
Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012
25

26. Insight: How many incremental viewers come from video?
PC-Based Visitors
NDN
99%
Vimeo
45%
Hulu
37%
Sony Online
35%
Disney Online
31%
Discovery Digital Media Sites
27%
VEVO
Exclusive Video Visitors
10%
Break Media
8%
CraveOnline
8%
AOL, Inc.
8%
Dow Jones & Company
7%
Totallyher
5%
CBS Interactive
5%
Turner Digital
4%
MySpace
4%
© comScore, Inc.
Proprietary.
Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012
26

27. Insight: What share of time spent comes from PC vs. Mobile?
Share of Minutes on PC
Total Internet
Foursquare.com
Instagram.com
Twitter.com
Share of Minutes on Mobile
67%
33%
1%
99%
1%
99%
30%
Facebook.com
70%
50%
Pinterest.com
50%
52%
Myspace
48%
45%
55%
Linkedin
81%
Tumblr.com
87%
© comScore, Inc.
Proprietary.
Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012
19%
13%
27

28. Insight: Which properties have the highest incremental portion of
mobile audiences coming from tablet channels?
Smartphone Visitors
Exclusive Tablet Visitors
Total Internet
88%
12%
Disney Online
69%
31%
Discovery Digital Media Sites
69%
31%
Dow Jones & Company
69%
31%
Weather Channel, The
71%
29%
Demand Media
74%
26%
Everyday Health
75%
25%
Hearst Corporation
76%
24%
Fox News Digital Network
78%
22%
Gannett Sites
79%
21%
New York Times Digital
80%
20%
© comScore, Inc.
Proprietary.
Source: comScore, Inc., Mobile Metrix, US, Oct 2012
Source: comScore, Inc., Media Metrix Multi-Platform, US, Oct 2012
28

29. The digital world…
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29

30. Taking a look at the media marketplace as a whole and not just digital
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30

31. 10 Principles for the Future of Digital
Media Measurement & Analytics
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32. #1 All media including television are going
digital, measurement must follow the same page
Issue:
Traditional media measurement methods
(i.e. panels) are insufficient
Solution:
Census data holds the key to multi-platform audience
overlap
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32

33. #2 Measurement must translate from pixels to people
Issue:
People buy things, screens do not buy things
Solution:
Census data alone will not do, panels are required to
define populations
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33

34. #3 Multi-platform measurement must integrate census
data sources to deliver reporting at big data scale
Issue:
Scale of reporting: fragmentation requires depth of
sample
Solution:
Broad media behaviors are not enough and granularity is
required to make multi-platform reporting work
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34

35. #4 Holistic reporting should provide a unified, platformagnostic view of consumer behavior
Issue:
Consumers don’t focus on the device they use to
consume content, they focus on the content
Solution:
Device-specific measurement will still exist, but will be a
subset of de-duplicated measurement across all
platforms/devices as this will be the currency in the
future
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35

36. #5 Viewable impressions are the standard needed for
true cross-media comparability
Issue:
TV advertising has an “opportunity to see”
standard, which is agreed upon and accepted by the
industry, whereas digital doesn’t yet have this standard
Solution:
Viewable impression standards are based on the same
“opportunity to see” principle, helping to align TV and
digital and to create apples-to-apples comparability
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36

37. #6 Common metrics should be used to facilitate multiplatform planning and optimization
Issue:
Impressions and clicks define online campaign
measurement, but are imperfect metrics
Solution:
Evolving metrics, such as view-through, ad hover and
engagement time drive significantly higher correlation
rates to campaign effectiveness than CTRs
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37

38. #7 Measurement of ad effectiveness should use metrics
that matter, not just those that are easy to measure
Issue:
Lack of consistent metrics fuels the operational divide
between traditional and digital teams
Solution:
Demos, R/F and GRP should be the backbone of crossmedia strategy
Any additional metrics, such as validated impressions
and behavioral impressions, should then help with the
targeting techniques required by different platforms
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38

39. #8 End-to-end advertising analytics should speak the
same language
Issue:
Effective campaign management requires simplicity and
seamlessness, but this almost never happens
Solution:
Single ad tags need to be used across all platforms so
that pre-campaign planning, in-flight optimization and
post-campaign evaluation can flow together
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39

40. #9 Measurement must evolve toward real-time and
eventually predictive-analytics
Issue:
Past is prologue, but only to a point
Solution:
Real-time analytics offer greater in-flight optimization
opportunities to reduce waste and maximize value
We will also evolve towards greater use of accurate
predictive analytics to improve optimizations
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40

41. #10 Data should have a common global framework, but
provide local insight
Issue:
Companies are global, but standards are local
Solution:
Analytics providers will continue their (our) push to
address this for you, so keep this in mind as you plan
campaigns
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41

42. What Does This Mean In Canada?
• Digital Fragmentation increases the need for all
channel measurement
• Mobile Usage Accentuates the Need
• Real Time Measurement Already Required & Will
Become More Important
• Silo Measurement will become a thing of the past
• Cross Silo Real Time Measurement is the key
• New Metrics Will Develop to Measure Cross Platform
• From there New Currencies will be born
• Canada has the opportunity to lead the world
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42

43. Key Takeaways
• Canadians continue to be in the top countries in the
world in digital content consumption
• It’s the Year of Mobile as digital consumption
fragments
• Measurement of cross platform digital and beyond
digital must become a reality
• Holistic reporting should provide a unified, platformagnostic view of consumer behavior
• The consumer and content need to be put at the center
of measurement
• Measurement must become more real time and
eventually more predictive
© comScore, Inc.
Proprietary.
43

44. Thank You
www.comscore.com
www.facebook.com/comscoreinc
Brent Lowe-Bernie
@comScore
bbernie@comscore.com
© comScore, Inc.
Proprietary.