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
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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
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• 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
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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?
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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?
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AudienceInsight- Client’sWebsite
Whovisitsxxwebsite?
Whatdoesxxxaudiencelooklikeovertime?Whichofxxaudiences
aregrowingmost/declining?
Whichwebsitesdoxxvisitorsgotoimmediatelyafter&wheredotheycomefrom?
Whichothercategories/websites
doxxtargetaudiencevisit?
Howdoesengagementonxxdifferbyaudience?
Howdoesxxplatformusage
differbyaudience/brand?
Howdoesvideoviewingonxx
differbyaudience?
Howdoesusageofxxsplitbyplatform?
How effectiveisxxatreachingspecificcontentconsumers?
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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?
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UKOM:DigitalMarketOverview
36
UKOM:Insightsnapshots
37
TheperilsoflifewithoutUKOM?