In Action The comScore Roadmap for MultiPlatform CrossMedia Measurement and Results of the CIMM Study Joan FitzGerald SVP Television and CrossMedia Solutions Its Simple RIGHT How Many ID: 155940
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Slide1
Multi-Platform MeasurementIn Action
The comScore Roadmap for Multi-Platform Cross-Media Measurement and Results of the CIMM Study
Joan FitzGerald, SVP, Television and Cross-Media SolutionsSlide2
It’s Simple,
RIGHT?
How Many?
Random Duplication
Single Source
Fusion
Big Data
Viewability
NHT
How Long?
OTT
Digital GRP
Mobile
VOD and DAI
Programmatic
Privacy
How Often?Slide3
Source: comScore Project Blueprint, May 2014, Persons 18-49
Digital Consumption = Incremental ReachSlide4
Broadcast Networks Gain with Multi-Platform Audience
Source: comScore Project Blueprint, May 2014, Persons 18-49Slide5
comScore
Advances Cross
-Platform
Measurement
PC + TV
2010
2011
2013
2014
Set Top Box
Data across
4M
HHs
Multi-Screen
Phase I
2012
5
‘
Screen’ Phase 1
Mobile + PC + TV
Mobile + PC + TV
OTT Integration
Multi-Screen
Phase II
2015Slide6
Slide7
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 Slide8
Multi-Platform Measurement Is About
THIS
Live TV
DVR
Desktop
Smartphone
Tablet
OTT
TV VOD
RadioSlide9
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 AudienceSlide10
comScore’s Unique Methodology
PANEL
CENSUS
SINGLE
SOURCE PANELS
DEPTH:
DEMOGRAPHY
BREADTH:
ACCURACY
OBSERVED:
DEDUPLICATED REACHSlide11
Methodology – Building Blocks
+
= Panels
= Census Content & Video Tags / SDK
PHASE
1:
Desktop Panel Census Tags
+
+
PHASE
2:
Mobile Panel
Desktop Panel
Census Tags
Mobile Tags
+
PHASE
3:
Mobile
Desktop
Multi-Platform
+
+
PHASE
4:
TV
Radio
Mobile
Desktop
Multi-Platform
+
+
PHASE
5:
OTT
TV
Radio
Desktop, Mobile
Multi-Platform
+Slide12
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 Slide13
Channels
Programs
Telecasts
Differentiator of comScore Cross-Media Measurement
385
24K
339K
Large datasets allow for granular
r
eporting – at program/telecast level: Slide14
How we are making it happen Slide15
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-PlatformSlide16
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.
Coming out of BETA in Summer 2015
*Video Metrix Multi-Platform will be included in Media Metrix Multi-Platform in Q3 2015
*Slide17
To cover the entire viewing ecosystem, we need to measure:
Person-Centric insights for analyzing
audiences
across multiple platforms
TVSlide18
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 entitySlide19
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 18-49Slide20
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 18-49Slide21
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 18-49Slide22
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 + 3
Live + 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 + 7Slide23
Multi-Platform Consumers Watch More TV
Source: comScore Project Blueprint, May 2014, Persons 18-49
Index of Average TV Minutes Per Viewer Per Day
Across Cable and Broadcast NetworksSlide24
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 18-49Slide25
From Project to…Slide26
Hybrid panel + Census
Representative RPD
Passive
Individuals and Households
Ads and Content
Common Metrics
Asset Identification
CIMM’s 7 Criteria for Solving Cross-Platform MeasurementSlide27
comScore
Advances Cross
-Platform
Measurement
PC + TV
2010
2011
2013
2014
Set Top Box
Data across
4M
HHs
Multi-Screen
Phase I
2012
5
‘
Screen’ Phase 1
Mobile + PC + TV
Mobile + PC + TV
OTT Integration
Multi-Screen
Phase II
2015Slide28
Xmedia
™
provides
u
nduplicated
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. Slide29
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
n
etworks
Comprehensive measurement
across all platforms is
important to effectively plan and monetizeKey TakeawaysSlide30
Comprehensive Media Measurement from comScore