Comscore presenatation sydney

© comScore, Inc. Proprietary.

Putting the Future in Focus

iStrategy Sydney

16th April 2013

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

Australian Online Landscape

Joe Nguyen, SVP APAC, comScore Inc.

© comScore, Inc. Proprietary. 3

1996 2012

66%

13%

34%

87%

Outside US

Distribution of Worldwide Internet AudienceThe US is no Longer the Centre of the Online Universe

Source: comScore MMX, December 2012, Worldwide 15+,

Asia

Pa-cific42%

Europe27%

North America14%

Middle East -

Africa9%

Latin America9%

Outside US

© comScore, Inc. Proprietary. 4Source: comScore MMX, December 2012, Worldwide 15+,

Time Spent and Growth Across RegionsUS Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World

North America Europe Latin America Asia Pacific Middle East - Africa

42.8

26.922.7

18.9 18.2

Ho

urs

pe

r V

isit

or Australia:

18.6 Hours a Month

Asia Pacific Europe Middle East - Africa

North America Latin America

596

382

127

211

129

637

408

135

215

131

Dec-11Dec-12

Un

iqu

e V

isit

ors

(M

M)

+7%

+7%

+6%+2%

+1%

© comScore, Inc. Proprietary. 5Source: comScore MMX, April 2013, 15+

Online Audience Across APACDominated by China, Japan and India

Chin

a

Ja

pan

In

dia

Vie

tnam

Aust

ralia

In

donesia

Tai

wan

M

alay

sia

Thai

land

Philip

pines

Hong K

ong

Sin

gapore

New

Zea

land

33

9,6

89

73

,04

0

71

,34

4

15

,59

3

14

,11

7

13

,29

7

11

,70

2

11

,64

0

9,3

22

7,1

97

4,5

52

3,3

53

2,8

57

To

tal U

niq

ue

Vis

ito

rs (

00

0)


Online Audience Across APACLed by Vietnam outside of the top3

Vie

tnam

Aust

ralia

In

donesia

Tai

wan

M

alay

sia

Thai

land

Philip

pines

Hong K

ong

Sin

gapore

New

Zea

land

15

,59

3

14

,11

7

13

,29

7

11

,70

2

11

,64

0

9,3

22

7,1

97

4,5

52

3,3

53

2,8

57

To

tal U

niq

ue

Vis

ito

rs (

00

0)


Growth across APAC AudienceVietnam overtakes Australia, other markets stabilize

Source: comScore MMX, April 2013, 15+

Taiwan

Thailand

Hong Kong

Singapore

New Zealand

02,0004,0006,0008,00010,00012,00014,000

Feb-13

Aug-12

Feb-12

To

tal H

ou

rs (M

M)

Feb-2012 Aug-2012 Feb-201312,000

12,500

13,000

13,500

14,000

14,500

15,000

15,500

16,000

VietnamAustraliaIndonesia

Un

iqu

e U

se

rs (

00

0)


Engagement Across APAC AudiencesAU and NZ sit in the middle of the list for Average Online Hours per Person

Thailand

Taiwan

Hong Kong

Vietnam

Japan

Australia

New Zealand

Singapore

Philippines

Malaysia

Indonesia

China

India

27.4

23.8

22.8

21.0

19.7

18.6

18.5

17.3

16.9

15.8

14.3

12.7

11.5

Av

era

ge

Ho

urs

pe

r V

isit

or


Australia

New Zealand

Japan

China

SG

India

20.9

21.9

16.3

28.5

33.0

35.9

19.6

19.1

17.6

31.7

31.2

38.5

19.6

17.1

23.4

22.3

17.4

17.1

16.6

17.4

18.1

9.7

11.5

5.6

23.4

24.5

24.6

7.9

6.9

3.0

Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+

% o

f T

ota

l Min

ute

s

Source: comScore MMX, April 2013, 15+

Composition of Minutes per Age Group Varies GreatlyAU-NZ-JP have a larger % of older population online

© comScore, Inc. Proprietary. 10Source: comScore MMX, April 2013, Australia 15+

Profile: AU Online Audience

15-24 25-34 35-44 45-54 55+

2,771 2,877 2,853

2,492

3,123

To

tal U

niq

ue

Vis

ito

rs (

00

0)

Age:

44% Female

56%Male

© comScore, Inc. Proprietary. 11Source: comScore MMX, Feb 2012 – Jan 2013, 15+

What’s hot, what’s not?IM+Social down, Photosharing+Travel+Coupons Up

Feb-2012

Mar-2012

Apr-2012

May-2012

Jun-2012

Jul-2012

Aug-2012

Sep-2012

Oct-2012

Nov-2012

Dec-2012

Jan-2013

0

5,000

10,000

15,000

20,000

25,000

30,000

Chart Title

Photo Sharing Travel Coupons Social Media Instant Messengers

To

tal M

inu

tes

(M

M)


Top Web Properties in Australia

14,28313,866

10,0159,437

5,719 5,5324,984

4,055 3,988 3,879

4,947

3,943

2,9722,292

699 685 650 297 356 491

Total Unique Visitors (000) Average Daily Visitors (000)

© comScore, Inc. Proprietary. 13Source: comScore MMX, Australia April 2013, UK/Canada Jan 2013

Global Trend AU

UK CA


MULTIPLE DEVICE USAGE


Sh

are

of

De

vic

e P

ag

e T

raff

ic o

n a

Ty

pic

al W

ork

da

y

Mobiles brighten the commute

Source: comScore Device Essentials, Tuesday, 02 April 2013, AU

Device Preferences Throughout the DayMost Weekday Tablet Usage Occurs Between 6pm and 10pm

Tablets popular at night

PCs dominate working hours

LATE NIG

HT

(12AM - 7AM)

EARLY MORNIN

G

(7AM – 10AM)

DAYTIME

(10AM – 5PM)

EARLY EVENIN

G

(5PM – 8PM)PRIM

E

(8PM – 12AM)

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

Ad viewability and validation

Ashley Padgen, Senior Manager and Product Lead, Audience, APAC

Steve Geelan, National Sales Director, Microsoft Media Network (Mi9)


Digital Ad Measurement Has Come a Long Way…

The true value of CTR

Audience Verification

Ad Verification

Advertising ValidationAudience

Measurement

New Currencies


…and comScore Has Led and Innovated Along the Way

The true value of CTR

Audience Verification

Ad Verification

Advertising Validation

Whither the Click

Campaign Essentials™

AdXpose validated Campaign

Essentials™

comScore leading the way

Audience Measurement

MediaMetrix™

New Currencies


3MS and the MRC

Industry organizations joined together for

Making Measurement Make Sense Initiative (3MS)


Principle 1. Move to a “viewable impressions” standard and count real exposures online.

Principle 2. Online advertising must migrate to a currency based on audience impressions, not

gross ad impressions.

Principle 3. Because all ad units are not created equal, we must create a transparent classification system.

Principle 4. Determine interactivity “metrics that matter” for brand marketers, so that marketers can better

evaluate online's contribution to brand building.

Principle 5. Digital media measurement must become increasingly comparable and integrated with other

media.

3MS Set 5 Guiding Principles



validated Campaign Essentials delivers

Real-time optimization

Single tool, single tag, single database

Quality datafor transacting

Complete Viewability

Comprehensive &

Unduplicated Measurement Accurate

Audience Data


Questions to Ask on Viewable Impressions

• Is the measurement MRC

accredited?

• Will payment be on viewed

impressions or gross impressions?

• Is there a minimum % viewable

expected?

• How will impressions where

viewability cannot be determined

(i.e. when JavaScript

measurement code cannot be

placed) be evaluated/billed?


4.

Accredited Accredited by the

Media Rating

Council

1.

AlignedUses the IAB

proposed definition for

viewability for display

and video

vCE viewability measurement is…

3.

Independent Doesn’t rely on

sampling-based

approaches

2.

CensusProvides complete

measurement,

including most

cross-domain

iframes


Effective ad placements are about more than viewability…

Geography Non-Human Traffic

Brand Safety


Questions to ask About Valid Ads

• What geographic location is

required?

• What content is appropriate for

this brand?

• Will ads be blocked if they are not

in appropriate content?

• If ads are blocked, will the

publisher still get payment for that

delivery?


Microsoft Media Network (MMN)

• The environment that led to MMN seeing the

need for brand safety

• The ability for MMN’s extended (blind) network

to provide as much engagement as premium

publisher buys by using data and technology

intelligently, which includes vCE

• A challenge to the audience to look at what their

agency is doing re brand safety and ad

effectiveness, and if they are not making use of

the technology, to ask – why not?


Questions please


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@comScore

Thank You

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Comscore presenatation sydney