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Condé Nast Digital Day 2011
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The death of the click
Digital Advertising Effectiveness
Prepared for
Osnat Zaretsky, Senior BD manager - comScore Europe
2© comScore, Inc. Proprietary.
comScore is a Global Leader in Measuring the Digital World
NASDAQ SCOR
Clients 1600+ worldwide
Employees 900+
Headquarters Reston, VA
Global Coverage170+ countries under measurement;
43 markets reported
Local Presence 30+ locations in 21 countries
V0910
3© comScore, Inc. Proprietary.
comScore Digital Business Analytics
Audience Measurement
Digital Analytix™
Vertical Market Solutions
Copy Testing
Campaign Verification
Ad Effectiveness
Cross Media
Mobile Audience Measurement
Network Analytics & Optimization
Customer Experience & Retention
User Analytics
Advertising Analytics
Mobile Analytics
Un
ifie
d D
igit
al
Me
as
ure
me
nt™
V091410
4© comScore, Inc. Proprietary.
Our EU clients (partial list)
Publishers Agencies
5© comScore, Inc. Proprietary.
6© comScore, Inc. Proprietary.
Where are the online advertising $$$ coming from?
The internet is disproportionately used for direct response advertising
Source: Brand.net analysis based on data from Barclays Capital, Think Equity
Partners, LLC, and DMA
7© comScore, Inc. Proprietary.
The last surviving clicks
0.18%
0.12%0.13%
0.20%
0.12%
0.16%0.14% 0.14%
0.08%0.10%
-0.05%
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
China France Germany India Italy Netherlands Spain Turkey United Kingdom
United States
Clic
k-T
hro
ug
h R
ate
Country
Banner Ad Click Rate is Small and Shrinking
Source: DoubleClick Overall Performance Norms, 2008
8© comScore, Inc. Proprietary.
Display advertising’s early mistake
9© comScore, Inc. Proprietary.
84%
8%
52%
15%
4%
26%
18%
4%
22%
67%
% Internet Pop % of Clickers % of Clicks
68%
16%
51%
20%
10%
31%
30%
6%18%
50%
% Internet Pop % of Clickers % of Clicks
Heavy Moderate Light Non
July 2007 March 2009
Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods
Clickers becoming extinct in USA?
Heavy and Moderate clickers are only 8% of the internet population but
account for 85% of all clicks
10© comScore, Inc. Proprietary.
And the Russian clickers?
90%
5%
47%
16%
3%
33%
26%
2%
20%
58%
% Internet Population % Clickers % Clicks
Non clickers Light Moderate Heavy
Source: comScore Marketing Solutions, Russia, August 2010
Only 10% of the Russian online population click on Display ads!
11© comScore, Inc. Proprietary.
Heavy Clickers: Not Representative
Source: comScore Marketing Solutions, Germany, August 2010
Internet Usage Skew
12© comScore, Inc. Proprietary.
But Digital Advertising Has Been Proven to Work!
Branding Impact Significant
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
Awareness Purchase Intent Recommend Favorability
Average Lift from Exposure to Online Advertising
Computers & Technology
Consumer Goods
All Marketers
Source: comScore Brand Survey Lift Norms, US Market January 2011
13© comScore, Inc. Proprietary.
Can it Increase Consumer Engagement: Yes!
Source: comScore “Whither the click in Europe?” – February 2010
14© comScore, Inc. Proprietary.
Does it Drive Sales: Yes
Source: “Whither the Click?” 139 comScore studies in the
June 2009 Journal of Advertising Research
15© comScore, Inc. Proprietary.
Sales Impact Comparable to TV
BehaviorScan tests conducted over one year period
comScore studies over three months*
*Assumes 40% HH Internet reach against target.
16© comScore, Inc. Proprietary.
The Way Forward: More Relevant Metrics
17© comScore, Inc. Proprietary.
Can it work in Russia?
0
1
2
3
4
5
6
7
Beauty, Fashion & Style Fragrances & Cosmetics Jewelery & Luxury goods
Time Per Visit (Session)
Time Per Visit (Session)
Russian online audience devotes time to brand sites!
18© comScore, Inc. Proprietary.
The future of advertising revealing itself
Rich media and takeovers - on premium publisher sites reduce clutter and
increase creative quality – better for brand advertising.
AT&T on last.fm TakeoverApple on New York Times Takeover
19© comScore, Inc. Proprietary.
Analysis of Airline Non-Buyers (VNBs)Transaction Share of Lost Sales Among
VNBs
7.6%
Bought at
easyJet
92%
Became
Visitor
Non-
Buyers
(VNBs)
87%
That Visit
Another
Relevant
Site
88%
Did Not
Convert
12%
Bought
Elsewhere
4.1Million
Unique
Visitors
13%
Had No
Other
Relevant
Activity
Visitor Non-Buyer Analysis
ILLUSTRATIVE DATA ONLY
20© comScore, Inc. Proprietary.
Ad Effectiveness Solutions
Post Buy Analysis
Reporting on actual
campaign delivery
Visitor Penetration
(% Visiting Site)
15.0%
24.6%
12.3%
37.1%
18.6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Pre-Campaign
Period
Campaign
Period
Post-
Campaign
Period
Control Test
201%
Behavioural Effectiveness
Measuring consumer
behaviour after exposure
to online ads
Attitudinal Effectiveness
Understanding consumer
attitudes after exposure
to online ads
Thank You.
Osnat Zaretsky
[email protected] +44 7503146040
THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™
