Transcript Moving Digital Forward - Coalition for Innovative Media

Multi-Platform Measurement
In Action
The comScore Roadmap for Multi-Platform CrossMedia Measurement and Results of the CIMM Study
Joan FitzGerald, SVP, Television and CrossMedia Solutions
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
How
Many?
How
Often?
It’s Simple,
RIGHT?
Big Data
Single Source
Random Duplication
Fusion
Viewability
NHT
Programmatic
Digital GRP
VOD and DAI
OTT
How
Long?
Privacy
Mobile
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Digital Consumption = Incremental Reach
Cable Network 5
Cable Network 4
Cable Network 3
40%
14%
43%
46%
32%
69%
10%
73%
Cable Network 2
13%
95%
Cable Network 1
TV Only
25%
TV+Digital
Source: comScore Project Blueprint, May 2014, Persons 18-49
20%
14%
3%2%
Digital Only
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Broadcast Networks Gain with Multi-Platform
Audience
4%
10%
Digital Only
TV+Digital
TV Only
86%
Source: comScore Project Blueprint, May 2014, Persons 18-49
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comScore Advances Cross-Platform Measurement
Mobile + PC + TV
Mobile + PC + TV
PC + TV
Set Top Box
Data across
4M HHs
2010
Multi-Screen
Phase II
Multi-Screen
Phase I
2011
5 ‘Screen’ Phase 1
2012
OTT Integration
2013
2014
2015
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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
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TV VOD
OTT
Multi-Platform
Measurement
Is About
Radio
Tablet
Smartphone
THIS
Desktop
DVR
Live TV
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5 PRINCIPLES OF
COMSCORE TOTAL VIDEO
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
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comScore’s Unique Methodology
DEPTH:
DEMOGRAPHY
PANEL
BREADTH:
ACCURACY
CENSUS
OBSERVED:
DEDUPLICATED REACH
SINGLE
SOURCE
PANELS
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Methodology – Building Blocks
PHASE 3:
Mobile
Desktop
Multi-Platform
PHASE 2:
Mobile Panel
Desktop Panel
Census Tags
Mobile Tags
PHASE 1:
Desktop Panel
Census Tags
PHASE 5:
OTT
TV
Radio
Desktop, Mobile
Multi-Platform
PHASE 4:
TV
Radio
Mobile
Desktop
Multi-Platform
+
+
+
+
+
+
+
+
= Panels
= Census Content & Video Tags / SDK
+
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Five Platforms – Single Source
Use best source of
single-source data
for cross-media
deduplication
by combining
panel + census
TV-Radio
Nielsen
Audio
PPM™
Panel (70K)
Calibration
Panel
5-Platform Subset
of PPM (2.5K)
TV-Desktop
comScore
Panelists within
STB Homes
(200K)
TV-DesktopSmartphone-Tablet
Subset with Home
WiFi
DesktopSmartphone-Tablet
comScore Media
Metrix Multi-Platform
(Census)
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Differentiator of comScore Cross-Media Measurement
Large datasets allow for granular reporting – at program/telecast level:
385
24K
339K
Channels
Programs
Telecasts
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How we are making
it happen
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Video Metrix Multi-Platform launched in BETA this January
Video Metrix®
Multi-Platform
• 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
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Coming out of BETA in Summer 2015
Video Metrix Multi-Platform
provides a single measure of digital video
consumption and engagement across
platforms and will feed into
Media Metrix Multi-Platform for
unduplicated digital media measurement.
*Video Metrix Multi-Platform will be included in Media Metrix Multi-Platform in Q3 2015
*
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To cover the entire viewing ecosystem, we need to
measure:
TV
Person-Centric insights for analyzing audiences across multiple platforms
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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
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Combined
TV + Digital
Measurement
Builds
Audience
Case Study 1:
Cable Network
% Increase in Minutes
Tablet
Smartphone
+15%
Desktop
DVR
+2%
Live TV
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Source: comScore Project Blueprint, May 2014, Persons 18-49
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% Increase in Minutes
Combined
TV + Digital
Measurement
Builds
Audience
Case Study 2:
Broadcast Network
Tablet
+7%
Smartphone
Desktop
DVR
+23%
Live TV
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Source: comScore Project Blueprint, May 2014, Persons 18-49
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Combined
TV + Radio
Builds
Reach
% Increase in Reach
Radio
+19.7%
Case Study:
Broadcast Network
Live + 7 TV
Source: comScore Project Blueprint, May 2014, Persons 18-49
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TV to Total Video In Action
Case Study 1: Broadcast Network A Show Prime Time Rating
Live + 3
Live + SD
Case Study 2: Broadcast Network B Show Prime Time Rating
+80%
+91%
Live + 7
Live + 7
Desktop,
Smartphone,
Tablet, OOH
Live + 3
Live
Live++ SD
SD
0.3, 7%
0.3, 10%
2.0
3.0
3.2
Desktop,
Smartphone,
Tablet, OOH
2.8
3.9
4.1
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Source: comScore Project Blueprint, May 2014, Persons 18-49
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Multi-Platform Consumers Watch More TV
Index of Average TV Minutes Per Viewer Per Day
Across Cable and Broadcast Networks
191
133
100
TV Only Audience
TV+1
Source: comScore Project Blueprint, May 2014, Persons 18-49
TV+2 Or More
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Multi-Platform Consumers Use More Digital
Digital Minutes Per User Index
TV + Digital User vs. Digital Only User
100%
Source: comScore Project Blueprint, May 2014, Persons 18-49
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From Project to…
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CIMM’s 7 Criteria for Solving Cross-Platform Measurement
• Hybrid panel + Census
• Representative RPD
• Passive
• Individuals and Households
• Ads and Content
• Common Metrics
• Asset Identification
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comScore Advances Cross-Platform Measurement
Mobile + PC + TV
Mobile + PC + TV
PC + TV
Multi-Screen
Phase II
Set Top Box
Data across
4M HHs
Multi-Screen
Phase I
2010
2011
5 ‘Screen’ Phase 1
OTT Integration
2012
2013
2014
2015
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Xmedia will launch this Summer 2015
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.
OTT & VOD measurement will not be included in Xmedia at launch.
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Key Takeaways
• 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
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Comprehensive Media
Measurement from comScore
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For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
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