For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Cross Media Audience
Measurement
Stuart Wilkinson
Head of Industry Relations EMEA
2
comScore’s services fulfil many industry needs
3
DIRECT CLIENT QUOTES:
“To move the
industry forward, we
need to be able to
dedupe across
screens.”
“Programmatic TV is in the
first inning of the baseball
game.”
“Live TV viewing will
be less than half of all
video consumption in
less than 2 years.”
“We need GRPs to
compare TV and
digital.”
“Agencies are
setting up to buy
across platforms,
we need to be
prepared to sell
that way.”
“Cobbling together different data sources into a
‘Frankenmetric’ isn’t working.”
© comScore, Inc. Proprietary. 4
Audiences consume content on a combination of platforms
TV Only
TV + Tablet
TV + Desktop +
Smartphone + Tablet
TV + Desktop +
Smartphone
TV + Smartphone+
Tablet
Five Platforms
5
© comScore, Inc. Proprietary. 6
PANEL
CENSUS
SINGLE
SOURCE
PANELS
DEPTH:
DEMOGRAPHY
BREADTH:
ACCURACY
OBSERVED:
DEDUPLICATED REACH
© comScore, Inc. Proprietary. 7
TWO MAJOR CROSS-MEDIA INITIATIVES:
1. Deliver continuous cross-media measurement in the U.S. through
syndicated product
2. Bring cross-media measurement worldwide through partnership
with Kantar
© comScore, Inc. Proprietary. 8
1 A SINGLE, Unduplicated Audience Metric
2 UNIFIED Demography Across Platforms
3 HOLISTIC Accounting of All Video Viewing Behavior
4 SCALABLE Measurement of Platforms & Audiences
5 FLEXIBLE to Fit the Future of Advertising
Our TOTAL VIDEO approach states that a Cross-Media
measurement solution must provide:
METRICS:
• Reach
• Frequency
• Impressions
• GRPs
• Minutes
• Average
Audience
© comScore, Inc. Proprietary. 9
comScore’s Cross-Platform Measurement Projects in USA
Desktop + TV
2010 2011 2013 2014
Set Top Box
Data across
4M HHs
Multi-Screen
Phase I
2012
5 ‘Screen’ Phase 1
Mobile + Desktop + TV Mobile + Desktop + TV
OTT Integration
Multi-Screen
Phase II
2015
© comScore, Inc. Proprietary. 10
How does comScore measure TV?
70,000
Persons
6MM
Homes in
131 DMAs
Projected
U.S. TV
Audience
TV PANEL TV STB DATA
11
The first-ever syndicated measurement solution
allows users to create cross-media packages that combine elements from
TV and digital to analyze unduplicated, incremental and overlapped
audience reach and engagement across platforms.
Xmedia™ will formally launch Summer 2015
© comScore, Inc. Proprietary. 12
© comScore, Inc. Proprietary. 13
Channels Programs Telecasts
Differentiator of comScore cross-media measurement
385 22K 205K
Large datasets allow for granular reporting – at the channel, program
and telecast level:
14
CASE STUDY
Viewing Behavior of
Major Broadcast Network’s Series Finale
© comScore, Inc. Proprietary. 15 Source: comScore Xmedia, February 2015
The Series Finale: Millennials show greater
Time Shifted Viewing (TSV) and Digital consumption
All Persons P18-34
Digital Only
Live + 7
Live + SD
Live
+21%
+3% +24%
+35%
+8%
+43%
Series Finale Incremental Reach from TSV and Digital
© comScore, Inc. Proprietary. 16 Source: comScore Xmedia, February 2015
Can you say Binge-Watch? In the month leading up to the Series Finale, over 26% of
minutes were spent on Digital
All Persons P18-34
Digital
Live + 7
Live + SD
Live
+77%
+36%
+113%
+149%
+89%
+238%
Incremental Minutes from TSV and Digital
© comScore, Inc. Proprietary. 17 Source: comScore Xmedia, Live In Home TV Viewing, February 2015
Multi-platform viewers spent more time with the Series
Finals than those who only viewed on TV
20 22 31
47
All Persons 18-34
TV only
TV and Digital
Average TV Viewing Minutes per Person by Audience Type
+53%
+112%
18
Outside of USA: Strategic Alliance with a Global Footprint
44 Countries 55 Countries +
19
Long-term, Global, Strategic Alliance with WPP/Kantar
• Global strategic partnership, minimum 10 year term
• WPP acquiring up to 20% stake in comScore (but no seat on comScore board)
• Immediate focus on cross-media audience and campaign measurement
• Outside US Market
20
Granularity of media varies. Reconciliation of two cultures.
DIGITAL PLANNING
ALL CONTENT BY CLAISSIFIED BY REPORTING
HIEARCHY MONTHLY
UNCONSTRAINED BREADTH OF REPORTING
GR
AN
UL
AR
ITY
& S
PE
ED
OF
RE
PO
RT
ING
TV PLANNING
&
DELIVERY
PROGRAMMES &
ADS
PER SECOND
DAILY
DIGITAL CAMPAIGN DELIVERY
CAMPAIGN-LEVEL
CREATIVE AND AD PLACEMENT
+ GRANULAR DEMOGRAPHICS
DAILY
CONSTRAINED TV SCOPE
CONSTRAINED AD CAMPAIGN SCOPE
GR
AN
UL
AR
ITY
& S
PE
ED
OF
RE
PO
RT
ING
21
3 Phases:
Extended TV
Total Video
Total View
Need to define the development scope of Cross Media
TV Multi-Platform Digital
22
Cross Media = Extended TV / Total Video / Total View
Digital-Only
Text/Image Content
EXTENDED TV
TOTAL VIEW
TOTAL VIDEO
TV
Content
Delivered
Digitally
Live TV
Content
Digital-Only
Video Content includes
YouTube & Facebook,
+1 month* TV Content
CORE TV
MULTI-PLATFORM DIGITAL
* Time from initial transmission to be agreed by market
'Core TV' includes TV Content
viewed within a month* of
initial transmission
23
Audiences
---
Campaigns Mobile & Router
Panels
Integrated
Tagging
Accelerate Cross-Media Services & Simplify Deployments
24
SINGLE
SOURCE HOME
ROUTER
Cross-Media Assets & Methods (Integrated Tags)
METHODOLOGIES
Enumeration
Weighting
Panel/Census Unification
Multi-Platform Overlap
Profile Probabilistic Model
Cross-Media Overlap
TAM PANEL
PANELS
GRANULAR BEHAVIOUR
CENSUS USER DEMOGRAPHICS
DIGITAL
CENSUS
DEMOGRAPHIC
PROFILES
RETURN
PATH DATA
TV
CENSUS
DEMOGRAPHIC
PROFILES
ONLINE
PANELS
WEB
INTEGRATED
CONTENT
TAGS /
SERVER LINKS
INTEGRATED
AD
TAGS
25
Extended TV
Total Video
Total View
TV Panel
TV Panel with Web Meters
Online Panels
Content Tags
Ad Tags
Census Online Profile Data
Single Source TV & Online
Census TV Profile Data
Return Path Data
Each country to choose its scope, methods and own phases
Phase 1?
Phase X?
Phase 2?
26
Extended TV
Total Video
Total View
TV Panel
TV Panel with Web Meters
Online Panels
Content Tags
Ad Tags
Census Online Profile Data
Single Source TV & Online
Census TV Profile Data
Return Path Data
Spain to be pilot market
Spain Phase 1
H2 2015
27