media research group “tools of the trade” ukom - industry ... · 6 ukom board i ukom endorsed...

MediaResearchGroup“ToolsoftheTrade”

UKOM- Industrystandardaudiencemeasurement

IanDowdsCEOUKOM

March2018

2

Ourindustrydrownsinstatisticsandacronyms

“There are three kinds of lie. Lies, damned lies and statistics.” AttributedtoBenjaminDisraelibyMarkTwain

“There are two kinds of statistics. The ones you look up and the ones you make up.”

RexStout,AmericanAuthor.1886-1975

“58.6% of statistics are made up on the spot.” Me,justnow,madeup

3

Measuringanalogue

4

Measuringonline

HowdoesUKOMwork?

6

IUKOMBoard UKOMendorsedcomScoreproducts*

Advise Advise

50%own 50%own

MMX

MoM

X*

VMX

Multi-Platform(MMXMP)

UKOM&comScore

VMXMP*

UKOMfundedby12.5%levyonendorsedproducts

7

JICWEBs

AdvertisingBest

PractisePrinciples

Audien

ce

measure

UKOM‘market’position

INDUSTRYBODIES

NRS/PAMCO RAJAR BARB ROUTE Others

ONLINE

Audiencemeasurement

8

UKOMendorsedcomScoreproducts

• MonthlydataaccessiblewithcomScoresubscription

• Panelandsitetagging• c.70,000PC&c.11,000mobilepanels• 300,000+sites&Apps‘tagged’• AnindustryviewacrossallUKonline• DigitalelementofNRS/PAMCO

• MMXforPC/Desktop• MoMX forMobile&Tablet• VMXforVideo(desktop)• MMXMultiPlatform forX-Device• VMXMPforX-devicevideo

Multi-PlatformUsage

10

Total Unique Visitors (000s)

BreakdownofDigitalUniqueVisitorsbyPlatform

Source:comScoreMMXMulti-Platform,Dec2017,UK,Adults18+MMXMulti-Platformincludesdesktopbrowsing,desktopvideostreams,smartphonebrowsing&apps,tabletbrowsing&apps

*Desktoprefersto‘Desktop,laptopandnotebook.Totalmobilereferstosmartphoneandtabletusagecombined

Age18+

6-17yrs

42,02331,511

37,46531,736

20,190

5,915

5,915

TotalDigitalPopulation

DesktopMobileAllSmartphones

AllTablets

11

SmartphoneWeb9%TabletWeb

3%

SmartphoneApp51%

TabletApp10%

Desktop27%

ShareofTotalMinutes

Source:comScoreMMXMulti-Platform,Dec2017,UK,Adults18+MMXMulti-Platformincludesdesktopbrowsing,desktopvideostreams,smartphonebrowsing&apps,tabletbrowsing&apps

*Desktoprefersto‘Desktop,laptopandnotebook.Totalmobilereferstosmartphoneandtabletusagecombined

ShareofMinutesbyPlatform&MobileAccess

Appsaccountfor

83%ofTOALMOBILEminutesAppsaccountfor83%of

totalmobileminutes

Mobileaccountsfor73%oftimespentonline

Smartphoneaccountsfor60%oftimeonline

12

14.5

28.1

7.1

TotalDigitalPopulation Desktop Mobile

AverageMinutesperVisitbyPlatformMobilevisitsareshorter

Average minutes per visit by platform

Source: comScore MMX Multi-Platform, Dec 2017, UK Adults 18+

MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps

Platformusagebydemographics

14

60%

73%

62%

63%

58%

46%

54%

66%

13%

9%

9%

12%

15%

21%

11%

15%

27%

18%

29%

25%

28%

33%

35%

19%

18+

18-24

25-34

35-44

45-54

55+

Males:18+

Females:18+

ShareofMinutes

Smartphones Tablets Desktop

PlatformShareofMinutesbyAge&GenderMillennials&femalesspendgreatestshareoftimeonmobiledevices

Smartphonesharedecreaseswithincreasingagebut55+havethegreatesttabletshare

Females18+spend81%oftheirtimeonlineon

mobiledevicescomparedtoonly65%formales.

Source: comScore MMX Multi-Platform, Dec 2017, UK Adults 18+

MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps

TopProperties:TotalDigitalPopulation

16

46,61441,44740,98940,41140,232

38,80033,69733,385

31,59130,91130,306

26,28226,011

25,17024,777

22,54222,46822,117

21,30019,987

GoogleSitesFacebookBBCSites

MicrosoftSitesAmazonSites

OatheBay

TrinityMirrorGroupSkySites

NewsUKSitesMailOnline/DailyMail

AppleInc.Twitter

WikimediaFoundationSitesPayPal

TheGuardianSnapchat,Inc

Independent&EveningStandard…TelegraphMediaGroup

TripAdvisorInc.

TotalUniqueVisitors/Viewers(000s)=47,938

Top20Propertiesby‘UniqueVisitors’- TotalDigitalPopulationGooglereaches97%oftheUKOnlinepopulation

Oathaudienceofnearly39million.AddingMicrosoftDisplayadvertisingproducts

(Outlook/SkypeandMSN)givesOath/MSpartnershipatotalaudiencereachof43.6m(91%reach),2nd onlytoGoogle

Thetop6propertiesallhaveonlinereachover80%

Source: comScore MMX Multi-Platform, Dec 2017, Desktop age 6+, Mobile age 18+

MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps

Traditionalnewsorganisationsmaintainsignificantreach

17

47,308

35,050

12,136

6,756

5,715

5,435

3,914

3,911

3,643

3,562

3,117

2,151

1,657

1,646

1,549

1,333

1,221

1,218

1,057

1,025

GoogleSitesFacebook

SpotifyBBCSites

Snapchat,IncOath

AmazonSitesMicrosoftSites

NetflixInc.eBay

SkySitesPeakGames

TwitterAppleInc.

ActivisionBlizzardMailOnline/DailyMail

ZyngaSOUNDCLOUD.COM

EAGames- MediaNetworkOPENLOAD.CO

TotalMins(MM)– TotalMarket=232,600

Top20Propertiesby‘TimeSpent*’– TotalDigitalPopulationEntertainment(games/music/TV)&socialmediasitesdriveminutes

Source: comScore MMX Multi-Platform, Dec 2017, Desktop age 6+, Mobile age 18+

MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps

PropertiesinyellowrankinTop20byminutesbutnotby

UniqueVisitors.

OnlySkyandMailOnlineof‘traditional’newssitesremain

intop20fortimespent

TopProperties:MobilePopulation

19

Top20MobilePropertiesrankedbyUniqueVisitors37madultsaccessedmobilecontentinDec2017(viabrowserandapp)

Source: comScore Mobile Metrix, Dec 2017, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combinedUKOM: Development Endorsement

35,86935,756

34,20432,281

29,31727,89427,338

25,77825,70825,476

22,59422,58222,36921,944

20,18019,564

18,36117,27617,269

14,762

GoogleSitesFacebookBBCSites

AmazonSitesTrinityMirrorGroup

NewsUKSitesSkySites

eBayOath

MailOnline/DailyMailMicrosoftSites

TwitterSnapchat,Inc

AppleInc.PayPal

WikimediaFoundationSitesIndependent&EveningStandard…

TheGuardianTelegraphMediaGroup

HomeRetailGroup

TotalUniqueVisitors/Viewers(000s)– TotalMobile(18+)=37,465

HomeRetailGroup(Argos)enteredthetop

20inDecember

20

32,15830,976

12,1255,9455,715

2,8192,5062,4092,1452,0531,6251,6211,5691,4991,4741,1961,1791,0891,0191,017

GoogleSitesFacebook

SpotifyBBCSites

Snapchat,IncSkySites

OathAmazonSitesPeakGames

eBayAppleInc.

MicrosoftSitesNetflixInc.

TwitterActivisionBlizzard

ZyngaSOUNDCLOUD.COM

SPhotoEditorEAGames- MediaNetwork

MailOnline/DailyMail

Minutes(MM)– TotalMobile=169,824

Top20MobilePropertiesrankedbyminutesEntertainment&Gamessitesmorelikelytofeaturein‘timeonline’top20

Propertiesinyellowrankintop20by

mobileminutesbutnotinthetop20for

mobilevisitors

Source: comScore Mobile Metrix, Dec 2017, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combinedUKOM: Development Endorsement

Contentcategories

22

• Education 87% • Instant Messenger 98% • TV 40%

• Web Hosting 85% • Photos 92% • Radio 35%

• Retail - Movies 78% • Retail - Music 85% • Coupons 33%

• Computer Software 75% • Books 84% • News/Information 26%

• Auctions 72% • Social Media 84% • Family & Youth 26%

• Government 70% • Entertainment - Music 82% • e-cards 24%

• Entertainment - Movies 65% • Health 79% • Games 21%

• Automotive 64% • Technology 75% • Real Estate 19%

• Business to Business 60% • Telecommunications 72% • Portals 16%

• e-cards 60% • Lifestyles 67% • Entertainment 16%

PlatformShareofTimeOnlinebycategoryPlatformtimeisinfluencedheavilybycontentandservice

Source: comScore MMX Multi-Platform, Dec 2017, UK, Adults 18+

MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & app

Smartphone total

60%Desktop total

27%Tablet total13%

23Source: comScore VMX Multi-Platform, Dec 2017, UK Adults 18+

UKOM: Development Endorsement

YouTubeDatafromcomScoreVideoMetrixMulti-PlatformDecember2017Summary

• 37.9millionadultviewers• Reaches73%ofALLUKAdultsand90%ofinternetusers• 337videospervieweronaverage• 12.8billionvideoswatched• Average3.7minutespervideo• 80%ofvideosconsumedonamobiledevice• 74%ofviewingtimeonamobile• 18-44saccountfor52%ofall18+internetusersbutgenerate76%ofYouTubevideos

• 18-34saccountfor51%ofallYTtime

24

MusicVideosonVevoYouTubeChannelinDecember2017

5.7million 4.6million 8.6million 5.9million 12.7million

Source: comScore VMX Multi-Platform, Dec 2017, UK Adults 18+

UKOM: Development Endorsement

No.ofVideosViewed:HigherorLower?

Q.HowmanyEdSheeranvideoswereviewedonYouTubebyUKadultsinDecember2017?

Q.HowmanyEdSheeranvideoswereviewedonYouTubebyUKadultsinDecember2017?

29.5million

• 3.1minutespervideo

• 11.2%ofALLUKadults

• 69%onamobiledevice

• 5.8millionadults

• 5.1videoseach

• 16minutesperviewer

Source:comScoreVMXMulti-Platform,Dec2017,UKAdults18+

UKOM:DevelopmentEndorsement

UKOMforpublishers,advertisers&agencies

28

D

MediaEvaluation

Audienceinsights

CategoryInsights

CompetitorIntelligence

HowUKOMhelpsMediaOwners

Identifying top sales prospects

Introducing your audience to

media buyers

Demonstrating relevance of your audience for your

buyers’ clients

Highlighting uniqueness of your audience

29

AudienceInsight– UnderstandingyourAudience

Howmanypeoplevisitxxxandwhoare

they?

Whatdoesthexxxaudiencelooklikeovertime?Whichare

growingmost/declining?

Whichwebsitesdoxxxvisitors gotoimmediatelyafter&wheredotheycomefrom?

Whichothercategories/websitesdoxxvisitorsvisit?

Howdoesengagementonxxxdifferbyaudience?

Howdoesplatform

usagedifferbyaudiences?

Howdoesvideoviewingonxxx

differbyaudience?

HowdoesusageofxxxWebsitesplitbyplatform? How effectiveis

XXthe atreachingspecificcontentconsumers/online

shoppers?

30

Whichbrandsaredrivingtraffictoxx

siteandtocompetitorssites?

Whoisvisitingxxcompetitorwebsites?

Howdoesengagementonxxsitecomparetocompetitors?(pv/visitor)

Howdoesxxreachcomparetocompetitors?

Howdoesxxplatformusagecomparetocompetitors?

What’stheaudienceoverlap

betweenxx&competitor?

Howdoesxxaudiencegrowth

comparevcompetitors?

WherecanItargetacompetitor’saudienceawayfromtheirsite?

CompetitorIntelligence

Whatisxxcategory

audienceshare(time/

impressions)?

31

MediaEvaluation

Reach&FrequencyAnalysis

PostcampaignInsights

Campaignspecific,Reactive

Audienceinsights

CategoryInsights

CompetitorIntelligence

WinBusiness&AddedValue

Ongoing,MorePro-active

StrategicPlanners? DigitalPlanners?

CampaignPlanning

HowcanUKOMhelpagencies?

32

AudienceInsight- Client’sWebsite

Whovisitsxxwebsite?

Whatdoesxxxaudiencelooklikeovertime?Whichofxxaudiences

aregrowingmost/declining?

Whichwebsitesdoxxvisitorsgotoimmediatelyafter&wheredotheycomefrom?

Whichothercategories/websites

doxxtargetaudiencevisit?

Howdoesengagementonxxdifferbyaudience?

Howdoesxxplatformusage

differbyaudience/brand?

Howdoesvideoviewingonxx

differbyaudience?

Howdoesusageofxxsplitbyplatform?

How effectiveisxxatreachingspecificcontentconsumers?

33

Whichbrandsaredrivingtraffictoxx

siteandtocompetitorssites?

Whoisvisitingxxcompetitorwebsites?

Howdoesengagementonxxsitecomparetocompetitors?(pv/visitor)

Howdoesxxreachcomparetocompetitors?

Howdoesxxplatformusagecomparetocompetitors?

What’stheaudienceoverlap

betweenxx&competitor?

Howdoesxxaudiencegrowth

comparevcompetitors?

WherecanItargetacompetitor’saudienceawayfromtheirsite?

CompetitorIntelligence

Whatisxxcategory

audienceshare(time/

impressions/visit)?

34

Howdoesplatformusagedifferbycategories?

Whatarethetopsiteswithineachcategorybyreach&engagement?

Whatelsedoheavyconsumersofa

specificcategorydoonline?

Whatcategoriesaregrowing/declining?

Whatseasonalcategorytrendsarethereand

hasthischanged?

Howdoescategoryusedifferbyaudience?

Whichcategoriescomplimenteachother/havehighduplication?

Howdoesvideoviewingdifferby

categories?

CategoryInsight

Whoaretheheavyandlightusersof

category?

35

UKOM:DigitalMarketOverview

36

UKOM:Insightsnapshots

37

TheperilsoflifewithoutUKOM?

Thankyou.Anyquestions?

http://www.ukom.uk.net/

email:insights@ukom.uk.net