publisher’s summit
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© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Publisher’s Summit
Understanding Your Consumer Audience
Wendy Josefsberg, Senior Vice President
David Shronk, Vice President
May 14, 2013
© comScore, Inc. Proprietary. 2
Today’s Agenda
• comScore Overview• Review of the complexities of the multi-platform
world• EHS Audience Overview• Health Advertising challenges and successes• Questions
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
© comScore, Inc. Proprietary. 4
comScore Brings it Together
TabletPC/Mac TV SmartphoneGaming
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© comScore, Inc. Proprietary. 5
comScore 2 Million Person Global Panel Comprehensive View of Digital Consumer Behavior
OnlineAdvertising
Video
Search
Demo-graphicProfiles
OnlineBehavioral
Profiles
E-Commerce
Website and App Usage
PC
Smartphone
TV
Tablet
Gaming
POS
Server
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© comScore, Inc. Proprietary. 6
Tag, Tag, Tag!
The more we observe, the better the numbers get. So..
© comScore, Inc. Proprietary. 7
We Provide Insights and Actions
We are an internet technology company that measures what people do as they navigate the digital world –
and turns that information into insights and actions for our clients to maximize the value of their digital investments.
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© comScore, Inc. Proprietary. 8
Analytics for a Digital World™
comScoreMediaMetrix®
comScoreAdEffx™
comScoreDigitalAnalytix®
comScoreSubscriber Analytix™
Digital BusinessAnalytics
AdvertisingAnalytics
AudienceAnalytics
Mobile OperatorAnalytics
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© comScore, Inc. Proprietary. 9
Providing Analytics For More Than 2,100 Clients Globally
Media Agencies Telecom/Mobile Financial Retail Travel CPG Health Technology
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© comScore, Inc. Proprietary. 10
Who is consuming what content across various platforms?And how many of themare there?
comScore helps answer…
© comScore, Inc. Proprietary. 11
How do they engage with this content?
and...
© comScore, Inc. Proprietary. 12
How can one monetize this audience and drive strategic growth?
even...
© comScore, Inc. Proprietary.
Shar
e of
Dev
ice
Page
Tra
ffic
on a
Typ
ical
Wor
kday
In one day, CONTENT is consumed across multiple DEVICES by the same PERSONDevice usage correlates with time of day
Tablets popular at nightPCs dominate
working hours
LATE NIGHT
(12AM - 7AM)
EARLY MORNING
(7AM – 10AM)
DAYTIME
(10AM – 5PM)
Mobile during the commute
*Note: This represents percent among owners of each device
Source: comScore Device Essentials, Monday, Jan. 21, 2013
© comScore, Inc. Proprietary. 14Source: comScore MobiLens & TabLens U.S., 2003-2012
In 2012: Smartphones reached 120 million users, up nearly 30%Tablets reached 50 million users, in two years
2003 2004 2005 2006 2007 2008 2009 2010 2011 20120
20
40
60
80
100
120
140
Smartphone and Tablet Ownership (MM)
Smartphone Owners Tablet Owners
© comScore, Inc. Proprietary.
Smartphone ownership alone is projected to surpass the desktop in coming year
Source: Morgan Stanley Research
Number of Global Users (Millions)
Smartphones
Desktops
© comScore, Inc. Proprietary. 16
Total Internet Audience
224MM
237MM
Total Internet Audience
459MM
1,045MM
March '12 March '13
+5.9%Millions of U
Vs
Total Minutes
168M view health content(71%)
+127.7%
Digital Consumption: it’s not just about how many more unique visitors there are, but also about how those people are engaging online.
Source: comScore Media Metrix® (March 2012) vs. Media Metrix® Multi-Platform (March 2013)
© comScore, Inc. Proprietary. 17Source: comScore Media Metrix® Multi-Platform, U.S., March 2013
On average, the top 25 digital media properties extended their reach via mobile channels by 50%
1
2
3
10
51.2%
PANDORA.COM 178.8%
Apple Inc. 56.0%
YELP.COM 55.4%
The Weather Company 47.1%
Gannett Sites 33.0%
About 31.8%
Answers.com Sites 31.6%
Wikimedia Foundation Sites 30.1%
eBay 29.1%
Amazon Sites 28.3%
© comScore, Inc. Proprietary. 18Source: comScore Media Metrix® Multi-Platform, U.S., March 2013
How many incremental visitors come from mobile channels?33.3MM Unique Visitors consume content EXCLUSIVELY from mobile
33.3MM24.6%
Health Category Publishers
© comScore, Inc. Proprietary.
Tablet Owners Smartphone Owners
49% 45%49% 48%35% 33%
25%34%
9%22%
It’s more convenient It’s easy to use It allows me to multi-taskI am remote and have timeI am at my doctor’s office reviewing doctor’s guide’s so I am prepared for my visit
Source: comScore Custom Research – Jan 2013 Total n=1094
Why do you use your tablet for health research?
Among mobile researchers 1/2 of people who own a mobile device use it for health research due to ease of use & convenience
© comScore, Inc. Proprietary. 20
Health Category Publishers reach over 60% of Mobile visitors
Source: comScore Mobile Metrix (March 2013)
Android Phone
iPad
iPhone
52.9%
59.0%
68.6%
Health Category % ReachTotal Mobile Metrix Reach by Platform
© comScore, Inc. Proprietary. 21Source: comScore Media Metrix® Multi-Platform, U.S., March 2013
Multi-platform consumption is today’s new reality:Nearly 1 in 2 minutes is now spent beyond the PC
46.7%53.3%
© comScore, Inc. Proprietary.
Average time on health sites increased at over 3x the rate of the total internet in the past year
Total Internet
2,202
2,336 +6%
+20%
SOURCE: COMSCORE MEDIA METRIX, JANUARY 2013
Mins/UV
Health
2530
2012 2013
© comScore, Inc. Proprietary. 23comScore Media Metrix, March 2012- March 2013
eHealthcare Solutions Full Consumer Network has experienced amazing growth year over year
Unique Visitors: +45% (21MM- March 2013)
Minutes: +35% (91MM- March 2013)
Page Views: +65% (105MM- March 2013)
Visits: +55% (41MM- March 2013)
© comScore, Inc. Proprietary. 24
66% of the eHealthcare Solutions Full Consumer Network NEVER
visited WebMD
eHealthcare Solutions has an incredibly loyal audience
Source: comScore Media Metrix, April 2013
© comScore, Inc. Proprietary. 25Source: comScore Media Metrix® U.S., March 2013
EHS Consumer Network has a young visitor base…
Persons: 2-17
Persons: 18-24
Persons: 25-34
Persons: 35-44
Persons: 45-54
Persons: 55-64
Persons: 65+
31
136 131
112 107 109100
eHealthcare Solutions Full Consumer NetworkComposition Index UV
© comScore, Inc. Proprietary. 26Source: comScore Media Metrix® U.S., March 2013
And more importantly, they have money to spend…
Less than $15k
$15k - $24,999k
$25k - $39,999k
$40k - $59,999k
$60k - $74,999k
$75k - $99,999k
$100k+
8291
97 100 100 99107
eHealthcare Solutions Full Consumer NetworkComposition Index UV
© comScore, Inc. Proprietary. 27Source: comScore Plan Metrix, U.S., March 2013
Let’s find out more about this young and affluent visitor base…
Very likely to buy new PC in next 12 mo
Somewhat likely to buy auto in next 6 mo
Comfortable with new technology (2 rating)
Have ADHD (Attention deficit/hyperactivity disorder)
Have Psoriasis
Donated money to a special interest group (3 years)
Reported Heavy stock trading in last 6 mo
Plan to buy Luxury sports utility in next 6 mo
Plan to buy Convertible/sports in next 6 mo
104
105
111
113
117
120
121
135
137
© comScore, Inc. Proprietary. 28Source: comScore Plan Metrix, U.S., March 2013
The eHealthcare Solutions Full Consumer Network audience is 16% more likely to buy an auto in the next 6 months
© comScore, Inc. Proprietary. 29Source: comScore AdMetrix March 2013
Health advertising continues to grow
and is more measurable than ever
© comScore, Inc. Proprietary. 30Source: comScore AdMetrix March 2013 (April – December 2012)
In 2012, the industry began measuring viewability metrics to understand beyond server log data and better quantify the percent a campaign was viewable and the average viewable time.
…this represents a large opportunity as online Health advertisements represent 3% of display ads.
© comScore, Inc. Proprietary.
We measured 1.3 billion pharma impressions across 15+ brands and manufacturers for viewability and found…
32.8% percent were never viewable…
…68% that were viewable, were viewable for less than 5 seconds.
This represents an immediate optimization opportunity
View-able for
less than 5 secs68%
View-able be-tween 5 and 60 secs, 25%
Viewable more than 60s Secs
7%
Viewable67.2%
Not Viewable32.8%
© comScore, Inc. Proprietary. 32Source: comScore AdMetrix (April – December 2011 vs. April – December 2012)
Total Advertisers Health Advertisers
9.0%
7.0%
Display Ad Impressions% Change 2012 vs. 2011
While Health Advertising is growing, it’s growing at a slower pace than the Total Internet
© comScore, Inc. Proprietary. 33Source: comScore AdMetrix (April – December 2011 vs. April – December 2012)
Total Internet
Health
Health: Information
7%
-5%
-3%
Health AdvertisersTop Line Publisher Category Growth
2012 vs. 2011Display Ad Impressions
The challenge for Health Media is that non endemic sites are capturing greater Health Marketing
© comScore, Inc. Proprietary. 34Source: comScore AdMetrix (April – December 2011 vs. April – December 2012)
Total Internet
Health
Health: Information
9%
42%
40%
Top Line Publisher Category Growth% Change 2012 vs. 2011Display Ad Impressions
Health-related Publishers continue to outpace the Total Internet
© comScore, Inc. Proprietary.
Should EHS continue to explore non-endemic advertisers?
Ad Metrix- January 2013- March 2013- Health Info Sites
27MM Impressions
28MM Impressions
23MM Impressions
© comScore, Inc. Proprietary. 36Source: comScore AdMetrix (April – December 2011 vs. April – December 2012)
EHS Consumer
EHS - Healthcare Pro
646%
553%
543%
405%
Health Advertisers All Advertisers
EHS Health Advertising is growing at TRIPLE DIGIT rates:Advertisers trust EHS for their placements
© comScore, Inc. Proprietary. 37
Questions?
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
www.comscore.com
www.facebook.com/comscoreinc
@comScore
Wendy Josefsberg, Senior Vice President wjosefsberg@comscore.comDavid Shronk, Vice Presidentdshronk@comscore.com
Thank You
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