Entering the Brave New Digital World

A Manifesto for the Future of Digital Media and Analytics

Eli Goodman, Media Evangelist | December 14, 2012

@LosBuenos

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OnlineAdvertising

Video

Search

Demo-graphicProfiles

OnlineBehavioral

Profiles

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comScore 2 Million Person Global Panel Comprehensive View of Digital Consumer Behavior

PC

Smartphone

TV

Tablet

Gaming

POS

Server

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Nearly 15% of all web traffic now occurs beyond PCs

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This is a PROBLEM

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TabletPC/Mac TV SmartphoneGaming

And an OPPORTUNITY

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10 Principles for the Future of Digital Media Measurement &

Analytics

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Issue: Traditional media measurement methods (i.e. panels) are insufficient

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1. All media – including TV – are going digital; measurement must follow the same page

Solution: Census data holds the key to multi–platform audience overlap

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Issue: People buy things. Screens do not buy things

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2. Measurement must translate from pixels to people

Solution: Census data alone will not do. Panels are required to define populations

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3. Multi-Platform measurement must integrate census data sources to deliver reporting at big

data scale

Issue: Scale:

Fragmentation requires depth of

sample

Solution: - Broad media

behaviors are not enough

- Granularity is required to make

multi-platform reporting work

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4. Holistic reporting should provide a unified, platform-agnostic view of consumer behavior

Issue: Consumers don’t focus on the device they use to consume content. They focus on the content

Solution: Device-specific measurement will still exist, but will be a subset of de-duplicated measurement across all platforms/devices. This will be the currency in the future

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5. Viewable impressions are the standard needed for true cross-media comparability

Issue

TV advertising has an “opportunity to see”

standard, which is agreed upon and accepted by the

industry. Digital doesn’t yet have this standard.

Solution

Viewable impression standards are based on the same “opportunity to see” principle, helping to align

TV and digital and to create apples-to-apples

comparability

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Issue: Impressions and clicks define online campaign measurement but are imperfect metrics

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6. Common metrics should be used to facilitate multi-platform planning and optimization

Solution: Evolving metrics, such as view-through, ad hover and engagement time drive significantly higher correlation rates to campaign effectiveness than CTRs

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7. Measurement of ad effectiveness should use metrics that matter, not just those that are easy to measure

Issue: Lack of consistent metrics fuels the operational divide between traditional and digital teams

Solution: - Demos, R/F, and GRPs should be the

backbone of cross-media strategy- Additional metrics, such as validated

impressions and behavioral impressions, should then help with the targeting techniques required by different platforms

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Issue: Effective campaign management requires simplicity and seamlessness, but this almost never happens

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8. End-to-end advertising analytics should speak the same language

Solution: Single ad tags need to be used across all platforms so that pre-campaign planning, in-flight optimization, and post-campaign evaluation can flow together

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9. Measurement must evolve toward real-time – and eventually predictive – analytics

Issue

Past is prologue, but only to a point

Solution

Real-time analytics offer greater in-flight

optimization opportunities to reduce waste and

maximize value. We will also evolve towards greater use of accurate predictive

analytics to improve optimizations

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10. Data should have a common global framework, but provide local insight

Issue: Companies are

global, but standards are

local

Solution: Analytics

providers will continue their (our)

push to address this for you, so

keep this in mind as you plan global

campaigns

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Eli Goodman, Media Evangelistegoodman@comScore.com@LosBuenos

Thank You

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