parallel universes: measuring eyeballs across platforms ... · parallel universes: measuring...
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© comScore, Inc. Proprietary. 1
Dr. Gian Fulgoni
CEO & Co-Founder
For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents
Parallel Universes: Measuring Eyeballs Across
Platforms, Screens and Devices
June 8, 2017
© comScore, Inc. Proprietary. 2
When there were only
three networks, success
was simply defined as the
number of viewers
© comScore, Inc. Proprietary. 3
And age/gender
demographics were a
sufficient surrogate for
who was watching
© comScore, Inc. Proprietary. 4
Times have changed. Measurement must follow.
© comScore, Inc. Proprietary. 5
Audiences for individual TV shows are deteriorating, and
they have been for a long-time
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2013–2014
2014–2015
Average Rating for #1 Rated TV Shows: 1950-2015
I Love Lucy
Seinfeld
The Beverly Hillbillies
The Cosby Show
American Idol
Dallas
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This shouldn’t be a surprise because there are more
networks and more shows than ever before…
© comScore, Inc. Proprietary. 7
Live TV Digital Live TV Digital Live TV Digital
Live TV Desktop Mobile
*Time spent on desktop and mobile accounts for all content consumption on these devices, not just digital video.
Source: comScore Xmedia (Custom) and Media Metrix Multi-Platform, U.S., Q4 2016
People aren’t consuming less media, just differently
AGE 55+AGE 35-54AGE 18-34
19.1
30.026.6 27.4
37.0
16.4
Billions of Hours Spent on Platform by Demographics
Desktop
Mobile
DesktopDesktop
Mobile Mobile
Mobile
TV
TV
TV
© comScore, Inc. Proprietary. 8
505,591 551,184 500,173 463,814
441,693
646,324 787,541 878,654
123,661
197,446160,767
156,199
Dec-2013 Dec-2014 Dec-2015 Dec-2016
To
tal M
inu
tes (
MM
)
Time spent on the Internet has surged, driven by smartphone usage which
has doubled in the past three years, and since 2014 it’s driven all of the growth in
time spent with digital media
Growth in Digital Media Time Spent in Minutes (MM)
+26% vs. 2013
+99%vs. 2013
-8%vs. 2013
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2013 - Dec 2016
Tablet
Smartphone
Desktop
© comScore, Inc. Proprietary. 9
Mobile now represents almost 7 in 10 digital media minutes
Share of Digital Media Time Spent by PlatformSource: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, Dec 2013 – Dec 2016
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
75%
Dec-2013 Jun-2014 Dec-2014 Jun-2015 Dec-2015 Jun-2016 Dec-2016
Share of Digital Time Spent on MOBILE
31%
Share of Digital Time Spent on DESKTOP
+16pts
-16pts
44%
53%
47%
35%
69%
© comScore, Inc. Proprietary. 10
Apps dominate usage time over mobile web on smartphones, accounting for
an astounding 7 out of every 8 online minutes via smartphone
Share of Smartphone Time
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2016
App
88%
Mobile Web
12%
© comScore, Inc. Proprietary. 11
YouTube has seen much success with mobile video, with 7 out of 10 minutes of
viewing now happening on smartphones and tablets
Share of Time Spent by Digital Platform
30%
70%
Mobile
Desktop
Source: comScore Video Metrix Multi-Platform, U.S., December 2016
© comScore, Inc. Proprietary. 12
The Connected
Living Room90%
of U.S. homes have
Wi-Fi connections
© comScore, Inc. Proprietary. 13
The Average U.S.
Connected Home Has
8.5Internet-Connected
Devices
A U.S. Connected Home
With Children Can
Have As Many As
20Internet-Connected
Devices
© comScore, Inc. Proprietary. 14Source: comScore Connected Home, U.S., March 2017
Today, we need to not only measure traditional digital
devices, but also emerging OTT and IoT devices
90% 89%
65%
38%
31% 29%
Computer Smartphone Tablet StreamingBox/Stick
Smart TV GamingConsole
Media Device Penetration Among the 90% of U.S. Households that Have Wi-Fi
Smart
Speaker
Wearables Audio
Systems
8% 6% 5%
DIGITAL OTT IoT
© comScore, Inc. Proprietary. 15
Nearly 1/3rd of the OTT audience is ‘cordless’ and doesn’t subscribe to
pay-TV, with half of those being ‘streaming only’ households
Cable
45.1%
Satellite
24.3%
Streaming + Cordless Antenna
15.2%
Streaming Only
15.4%
Cordless
30.6%
Over-the-Top (OTT) Households by TV Service Type
* Households that use an antenna in addition to their cable or satellite services are included in those respective shares.
Source: comScore Total Home Custom Reporting, U.S., December 2016
54%of WiFi Households use
OTT Devices
© comScore, Inc. Proprietary. 16
The ad pie is getting bigger with dollars following viewers
Source: eMarketer, Sept. 2016
$68.9
$71.3 $72.7
$74.5 $76.0 $77.9
$59.8
$72.1
$82.9$93.2
$103.4$113.2
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2015 2016 2017 2018 2019 2020
U.S. TV vs. Digital Ad Spending ($ Billions)
$7.66$9.84 $11.72 $13.39 $15.15 $16.69
TV
Digital
Digital spend surpassed TV for the first time in 2016, but TV content viewed on digital is
attracting increased ad spend
Digital Video
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 17© comScore, Inc. Proprietary.
A New Measurement Model is Needed for
Today’s Fragmented Cross-Platform World
© comScore, Inc. Proprietary. 18
“We will not plan separately for TV and digital –
it will be about de-duplicating audiences and
achieving appropriate reach targets at each step
of the consumer journey, with ever-refined
target descriptors.”
IRWIN GOTLIEB
Chairman, GroupM Global
© comScore, Inc. Proprietary. 19
A New Model that Addresses the Fragmentation of Today’s
Media Landscape
new model
old model
IoT
OTT
Mobile
Desktop
TV
PLATFORMS
PEOPLE
(e.g. Brand Buying, Interests, TV Viewing, etc.)
1
5+
age/gender advanced audiences
© comScore, Inc. Proprietary. 20
comScore’s New Model is built on more than seven years of R&D
2010 2011 2012 2013 2014 2015 2016
Desktop + TV
Set-top box data
across 4M HHs
Multi-Screen
Phase I
Mobile +
Desktop + TV
First-ever
five-platform
measurement
initiative
OTT Integration
Mobile +
Desktop + TV
Launch of
Xmedia
Multi-Screen
Phase II
Total Home Panel
expansion
Rentrak merger
expanded data
footprint
© comScore, Inc. Proprietary. 21
The New Model has as its foundation set-top box and digital
data at scale with calibration panels providing person-level
data
Desktop
Screens
260M
Mobile Phones
& Tablets
190M
Over-the-Top
Devices
25M
Digital
Panelists
1M
TV
Screens
75M
VOD
Screens
118M
Cross-platform TV
Panelists
70,000
All numbers are U.S. only, except where noted. All stats as of April 2017.
Total Home
Panelists
30,000+
© comScore, Inc. Proprietary. 22
How comScore’s New Model advances media measurement
Buy and sell on
advanced TV
audiences
beyond age/gender
Move toward an
addressable
TV advertising
future
Understand
unduplicated
reach
across platforms
Accurately measure
individual
platforms
at a granular level
© comScore, Inc. Proprietary. 23
“We have to get better at cross-platform
measurement. Better at de-duplication. We need to
understand how much reach we obtain on a
campaign across devices.
With the availability of cross-platform data that
allows improved media planning, I believe ad
spending will increase across all platforms, including
television.”
Irwin Gottlieb, Global Chairman, GroupM
© comScore, Inc. Proprietary. 24Source: comScore Xmedia Audience, February 2017
Go beyond measurement silos to get a complete view of the
consumer, including unduplicated reach
Total TV
75M
5M
14M
17M
5M
22M
48M
63M
Total Desktop
46M
Total Mobile
100M
Total Reach
175M P18+
© comScore, Inc. Proprietary. 25Source: comScore Xmedia, February 2015
Cross-platform deduplication in action: Millennials exhibited much greater Time
Shifted Viewing (TSV) and Digital consumption for a Network TV Series Finale
All Persons P18-34
Digital Only
Live + 7
Live + SD
Live
+21%
+3%+24%
+35%
+8%
+43%
Incremental Audience from TSV and Digital
© comScore, Inc. Proprietary. 26
Find incremental audiences to unlock value across
platforms
Source: comScore/Hulu Custom Total Audience & Video Metrix MP, 6 Mo. Avg., Sep 2016 – Feb 2017. OTT includes co-viewing
10.6
4.5
33.0
35Mincremental unique
viewers
Desktop Mobile OTT Total
47M
31M
10M
12M
32MAd-Supported
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 27© comScore, Inc. Proprietary.
The Improved World of TV Ad Targeting
© comScore, Inc. Proprietary. 28Source: “Turner, Viacom and Fox Join Forces for Data-Driven TV Ad Buying,” The Wall Street Journal, March 15, 2017
Major industry players are moving to advanced audiences to
dramatically increase the value of audiences for advertisers
JOE MARCHESE
President, Advanced Advertising
Fox Networks Group
“We’re making significant investments
here, because we know we need to be doing
this. From day one, there will be multiple
billions of dollars worth of inventory
that will potentially be available [using these
data sets].”
© comScore, Inc. Proprietary. 29
0
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M 18-34 Married with Children Likely to Purchase an SUV Prime Credit, $100k+ Income
Liv
e I
ndex
Index of Advanced Audiences for Select Sports Networks
Source: TV Essentials, Example Data
Find the right audiences whenever and wherever they’re watching
Sports Network 1
Sports Network 2
Sports Network 3
© comScore, Inc. Proprietary. 30
3.8%
6.8%
8.0%
Non-Targeted Digital Targeted Digital TV Targeted TV
Source: comScore/dunnhumby for Digital, IRI/BehaviorScan for TV
The value of addressable has put digital’s sales lift on par with TV.
Imagine what TV advertising could be with this addressability.
Average In-Store Brand Sales Lift: TV vs. Digital3 Months for Digital vs. 1 Year for TV
Includes 100%
viewable ads
Addressable Digital Addressable TV
???
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 31© comScore, Inc. Proprietary.
Delivering a Complete
Cross-Platform
Measurement System
© comScore, Inc. Proprietary. 32
Continuously optimize with closed-loop measurement
TV
DIGITALBRANDED
ENTERTAINMENT
YourBranding
Attitudinal Lift
Online Behavioral Lift
Location Lift
Sales Lift
GRP, TRP, R/F, Viewability,
IVT, Brand Safety, visitation
attribution
Optimize delivery in-flight
Leverage impact
insights to improve pre-
bid targeting
VALIDATION
EFFECTIVENESS
ACTIVATION
© comScore, Inc. Proprietary. 33
Thank you!
Gian Fulgoni
© comScore, Inc. Proprietary.
@gfulgoni
For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents