2014 visual marketing summit - keynote and intro
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© comScore, Inc. Proprietary. 1#VISUALMARKETINGSUMMIT
VISUALMARKETINGSUMMIT
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WHAT IS NATIVE?
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Scale22%
Creative56%
Measurement22%
THE REASONS WE DON’T BUY NATIVE
#VISUALMARKETINGSUMMIT
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Scale34%
Creative22%
Measurement44%
AREN’T THE REAL OBSTACLES
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CTR15%
Shares21%
Con-ver-sions26%
Brand lift38%
94%use native for branding
#VISUALMARKETINGSUMMIT
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80% agree that an ad’s image is more likely to affect consumer behavior than copy
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VISUALMARKETINGSUMMIT
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
The Visual WebAndrew Lipsman, VP of Marketing & InsightsJune 12, 2014
How the Digital Consumer is Shaping
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“Technology is a glittering lure, but there’s the
rare occasion when the public can be engaged
on a level beyond flash…. If they have a
sentimental bond with the product.”
~ Don Draper
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The Visual Web
The Rise of the Visual Web Reaching Valuable Audiences w/ Visual Content Social + The Mobile Platform Shift Native Advertising Final Thoughts
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The Rise of the Visual Web
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Virtua
The Rise of the Visual Web
Visual Web 2.0Visual Web 1.0
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‘Visual Web’ companies have grown dramatically in past several years and will impact future of digital marketing
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Tumblr Pinterest Instagram Vine Snapchat
Multi-Platform
‘Visual Web’ Social Networks: U.S. Unique Visitor (000) TrendSource: Media Metrix & Media Metrix Multi-Platform, U.S., Mar 2011 - Feb 2014
Desktop Only
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Visual Web companies have achieved billion dollar valuations with almost no revenue. Why is that?
* Some numbers are reported but unconfirmed
Company Transaction Valuation at Time of
Transaction
Revenue at Time of Transaction
Tumblr Acquired by Yahoo in 2013
$1.1 Billion $14 Million
Pinterest $200 million fundraise in 2014
$5 Billion ~$0
Instagram Acquired by Facebook in 2012
$1 Billion $0
Vine Acquired by Twitter in 2012
$30 Million $0
Snapchat Turned down FB offer in 2013
$3 Billion $0
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For Advertisers Reach Engagement Emotional resonance Brand connections Target attractive audiences
For Consumers + Personal Interesting Aspirational Nostalgic Shareable
Because the Visual Web creates value…
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Reaching Valuable Audiences with Visual Content
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Social media users spend 31% more than average online, and Pinterest users spend nearly 2x the norm
E-Commerce Buying Power Index for Selected Leading Social PlatformsSource: comScore Media Metrix, U.S., March 2014
Social Networking Facebook Tumblr Instagram Pinterest
50
100
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131 139 144154
194
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Is Pinterest ready to take a big slice of the digital advertising pie?
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Pinterest continues to grow in both reach and engagement, while offering a great visual experience for brand marketers
Pinterest: Trends in % Reach and User EngagementSource: Media Metrix Multi-Platform, U.S., Age 18+, Feb 2014
Apr-2013
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0102030405060708090
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Average Minutes per Visitor % Reach
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Not only does Pinterest have overall reach, but also within especially valuable demos such as F18-49
Desktop Mobile Total Digital Population0%
10%
20%
30%
40%
50%
12%
21% 22%20%
37%43%
Total Audience Females Age 18-49
Pinterest Penetration (%) by Platform for Total Audience and Females Age 18-49Source: Media Metrix Multi-Platform, U.S., Age 18+, Feb 2014
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While Pinterest reaches Females, other visual web networks skew heavily towards Millennials
Demographic Index for Tumblr, Snapchat, Instagram and VineSource: Media Metrix Multi-Platform, U.S., Age 18+, Feb 2014
Age 18-24 Age 25-34 Age 35+
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Tumblr Snapchat Instagram Vine
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While Facebook remains the strong leader in competition for consumers’ attention, Instagram is now 2nd
Age 55+
Age 35-54
Age 18-34
60% 65% 70% 75% 80% 85% 90% 95% 100%
91%
89%
76%
2%
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Percent Share of U.S. Total Minutes Among Selected Leading Social NetworksSource: comScore Media Metrix Multi-Platform, U.S., Age 18+, Nov-2013
Facebook.com Instagram.com Twitter.com Tumblr.comPinterest.com Linkedin Snapchat, Inc
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Instagram continues strong growth trajectory, but nearly 4 out of 5 minutes come from 18-34 year olds
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Instagram Total Mobile Minutes (Billions) by Age DemographicSource: comScore Mobile Metrix, U.S., Age 18+, Feb 2013 – Apr 2014
Age 35+Age 25-34Age 18-24
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Brands of Instagram tend to have youth appeal, but are also aspirational
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Instagram can make the everyday brands feel meaningful and extraordinary
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Social + The Mobile Platform Shift
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Total digital media time spent has nearly doubled in the past three years due to explosion of smartphone & tablet usage
Dec-10 Dec-13 % Increase
401,278,000 429,104,439
130,915,638
441,692,836 10,845,633
123,661,452
Total U.S. Time Spent by Digital Platform (Billion Minutes)Source: comScore Media Metrix Multi-Platform, U.S., Dec 2013
+83% +1040%
+237%
+7%
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Many content categories are already mobile-majority in terms of engagement
Photos
Maps
Games
Weather
Social Networking
Retail
News/Information
Entertainment News
Business/Finance
Healh Information
Portals
5%
11%
17%
31%
33%
48%
54%
56%
64%
64%
72%
95%
89%
83%
69%
67%
52%
46%
44%
36%
36%
28%
Desktop Mobile
Share of Content Category Time Spent by PlatformSource: comScore Media Metrix Multi-Platform, U.S., February 2014
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Camera-based content creation is fueling the rapid growth in the mobile-first Visual Web
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Took Photos
Number of U.S. Smartphone Users (000) Who Have Engaged in Camera Capturing Activity At Least Once a Week
Source: comScore MobiLens, U.S., Apr-2012 – Mar 2014
Recorded Video
+91%
+54%
© comScore, Inc. Proprietary. 30
Most leading social networks see majority of engagement come via mobile, particularly among mobile-first players
Vine
Snapchat
Tumblr
Social Networking
2%
52%
7%
69%
2%
10%
32%
33%
98%
100%
48%
93%
31%
98%
90%
68%
67%
U.S. Share of Time Spent on Social Networks Between PlatformsSource: comScore Media Metrix Multi-Platform, U.S., Age 18+, Feb-2014
Desktop Mobile
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Native Advertising
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Why Native Advertising has become so important
Google Trend for “Native Advertising” News Headlines
Optimized to scale across platforms
Work within context of mobile scrolling
Leverage cross-platform synergies
32%
59%
9%
Desktop OnlyMulti-PlatformMobile Only
U.S. Web Users
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Native ad units take many forms, and almost universally work well within a mobile environment
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Leading native advertising platforms deliver audiences at scale, but the majority of activity happens on mobile
BuzzFeed
Yelp
Pandora
61.8
64.0
69.6
80.3
186.3
Total Digital Unique Visitors (MM)comScore Media Metrix Multi-Platform, U.S., January 2014
47%
39%
12%
4%
32%
53%
61%
88%
96%
68%
Share of Time SpentDesktop Mobile
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What’s next for Native Advertising?
Scalability for niche content providers via
solutions that help aggregate inventory
Measurement of audience validation, brand lift
and sales lift for native campaigns
Cross-Platform Comparability in
evaluating campaign performance with consistent metrics
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Final Thoughts
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Final Thoughts…
Excellent way to reach the right audiences in the right context
Native advertising aligns with consumers’ shift to mobile
Early stages in a new ad medium are when potential is highest to generate
strong ROI
Native platforms have built-in ‘copy-testing’ & content optimization
Digital (desktop + mobile) is finally coming of age as a true branding medium
5 Reasons Why Now is a great time to explore Native Advertising
on the Visual Web
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The Visual Web
Thank You!
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VISUALMARKETINGSUMMIT
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