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Why Digital? Why Now and How?
The Digital Consumer Will Shape the New Brave New World
President cMM Canada: comScore Inc.
Brent Lowe-Bernie
2© comScore, Inc. Proprietary and Confidential.
1. Who is comScore Inc.?
2. Opening Principle
3. Media Usage Patterns in Canada
4. How technology is changing audiences:
1. Social Media
2. Online Video
3. Multi-screening
5. Audiences are changing how we need to
tell stories:
The opportunity for media-makers, and
story-tellers
Did you know…
Online Video Reaches
Over 90% of Canadians
on the Web
Table of Contents
4© comScore, Inc. Proprietary and Confidential.
comScore, Inc.
Founded in 1999
Corporate headquarters: Reston, VA
– Offices in Chicago, NYC, San Francisco, Seattle, Toronto, London, & Tokyo
– 500+ full-time employees
– Award winning & one of the fastest growing global research firms
– Publically traded company on the Nasdaq
Experienced senior leadership team with an outstanding record of
innovation in the market research industry
Created the only continuous survey panel that also passively captures all
web-wide behavioral and transaction data for a sample of 2 million people
More than 1,100 clients
4
5© comScore, Inc. Proprietary and Confidential.
What We Do….
We are the largest provider of digital marketing intelligence, using a
platform that helps our customers make better-informed business
decisions and implement more effective digital business strategies
We measure the continuous online activity of 2 million people globally who
have granted us explicit permission to confidentially measure their Internet
usage patterns.
Our products and solutions provide our customers deep insights into
consumer behavior, both online and offline
6© comScore, Inc. Proprietary and Confidential.
Data Sourced From comScore’s Global Panel of 2MM Users
Worldwide
360° View of Consumer Behavior
Media
Exposure
Online
Transactions
Search
Behavior
Demographics
Life Stages
Streaming
Video
Web Visiting
and Viewing
The Only Global Measurement of Audience
and e-Commerce
41 Media Metrix Reported Countries
172 Countries with Sample Presence
7© comScore, Inc. Proprietary and Confidential.
comScore: A History of Leadership in Digital Marketing
Measurement
WORLD ECONOMIC
FORUM
Technology Pioneer
2007
Top 100
Innovative Companies
December 2004
World’s Largest
Windows Database
December 2001,
2003, 2005
External Recognition
To Measure the Search
Market (qSearch)
To Deliver a Worldwide Internet Audience
Measurement (World Metrix)
To Measure Video Streaming
(Video Metrix)
To Provide Behavioral Ad
Effectiveness (Campaign Metrix)
To Build and Project from
2M+ Longitudinal Panel
To Monitor and Report
eCommerce Data
To Meter
Cell Phones
Unified
Measurement
Globally
(Panel + Server)
9© comScore, Inc. Proprietary and Confidential.
Opening Message: Technologies change audiences,
and audiences change how we tell stories
•Super distribution
•Fragmentation
•Experimentation
•Transmedia
•From passive
viewing , to active
engagement
•From program
times to personal -
time (and place, and
platform)
10© comScore, Inc. Proprietary and Confidential.
Persons of All Ages Still Grasping onto their Traditional Media…Online
Content is still King and Queen
Total Unique
Visitors (000)
Total Unique
Visitors (000)
Total Unique
Visitors (000)
Total Unique
Visitors (000)
Persons: 2+15,215 14,155 13,236 6,743
Persons: 2-173,479 2,145 2,402 1,007
Persons: 18-241,698 1,216 1,253 619
Persons: 25-342,799 2,606 2,534 1,360
Persons: 35-442,770 2,913 2,696 1,427
Persons: 45-542,346 2,634 2,259 1,263
Persons: 55+2,123 2,642 2,092 1,066
Music Category
Source: comScore Media Metrix, Canada, All Locations, January 2010
Newspapers Category TV Category Radio Category
11© comScore, Inc. Proprietary and Confidential.
Canada is the Highest Penetrated Country
We View the Most Content and Spend the most Time
Source: comScore Media Metrix, Persons 15+, All Locations, January 2010
Source: Wikipedia Population Estimates – as of February 2010
2,650.5
0.0 1,000.0 2,000.0 3,000.0
Brazil
Finland
France
United Kingdom
United States
Turkey
Netherlands
South Korea
Israel
Canada
Average Minutes per Visitor
3,946
0 1,000 2,000 3,000 4,000 5,000
Germany
Sweden
Finland
United Kingdom
France
Turkey
Israel
Netherlands
Canada
South Korea
Average Pages per Visitor
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
Canada US UK Japan Germany France Italy
To
tal U
niq
ue
Vis
ito
rs (
00
0)
% O
nli
ne
Re
ac
h
Online Reach% Total Unique Visitors
12© comScore, Inc. Proprietary and Confidential.
Canadians Rapidly Spending More Time Online Viewing Video
Source: comScore Inc. MMX and VMX, Canada – All Locations November 2008 - 2009
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
To
tal M
inu
tes (
MM
)
Total Internet:MMX Total Internet: VMX
+192%
-2%
13© comScore, Inc. Proprietary and Confidential.
Video Is A Key Driver in Time Spent on the Web Across All Demos
Especially 2-17 and 18-24
0.0
50.0
100.0
150.0
200.0
250.0
0.0
200.0
400.0
600.0
800.0
1,000.0
1,200.0
Persons: 2-17 Persons: 18-24 Persons: 25-34 Persons: 35-49 Persons: 50+
Vid
eo
s p
er
Vie
wer
Min
ute
s p
er
Vie
wer
Minutes per Viewer Videos per Viewer
Source: comScore Inc, VMX, Canada, August 2008 September 2009 Average - All Locations,
14© comScore, Inc. Proprietary and Confidential.
How technology is changing audiences…
Social Media
Online Video
Multi-screening
15© comScore, Inc. Proprietary and Confidential.
Social networking can be used to find and nurture audiences… in
Canada, and in the rest of the world
Canada*
86%
United States*
85%
Russian Federation
62%
India
70%
China
40%Middle East - Africa
79%
Australia
80%
Germany
65%
*Source: comScore, Inc., MMX Worldwide (Worldwide Ages 15+), All Locations, December 2009
United
Kingdom
86%
Mexico
81%
Latin America
82%
Social Networking attracts a worldwide audience of over 830.9 million Unique
Visitors and continues to be a growing trend
16© comScore, Inc. Proprietary and Confidential.
Social media audiences drive traffic to traditional media sites
comScore Inc, MMX, Canada, - December 2009 – All Locations
804,000 UV’s
1,444,000 UV’s
457,000 UV’s
895,000 UV’s
252,000 UV’s
17© comScore, Inc. Proprietary and Confidential.
Social Networking Visitors are
Getting their Complete Entertainment Fix Online in Canada
Category
46.8 56.5 42.4 35.5 Gambling
55.7 62.6 48.4 41.0 Health
63.1 71.8 56.3 47.8 Telecommunications
69.9 82.4 70.9 56.0 Games
38.6 40.6 33.5 29.3 Career Services and Development
60.0 63.8 52.6 46.1 Regional/Local
60.5 66.0 56.7 46.8 Sports
56.0 58.6 50.5 41.9 Automotive
64.1 69.6 59.4 51.6 Education
69.4 73.0 64.8 54.3 Auctions
37.3 36.8 30.9 29.8 Business to Business
89.1 94.8 84.6 72.8 Technology
67.2 67.8 60.4 53.6 Travel
63.6 62.7 55.5 51.4 Government
38.2 37.0 31.5 31.5 ISP
86.1 90.5 89.7 83.2 Entertainment
Source: comScore, Inc., SMX Canada, Ages 2+, All Locations, December 2009
- Categories by Highest UV Index for Heavy Social Networkers90% of Entertainment Visitors are Heavy Social Networking Users
% Reach of
Heavy
Social
Networkers
% Reach of
Moderate
Internet
Users
% Reach of
Moderate
Social
Networkers
% Reach of
Light
Social
Networkers
Of Social
Networking
Category
Visitors also
go to:
18© comScore, Inc. Proprietary and Confidential.
Different Age Groups …Different Communities
INDEX Blogger FACEBOOK.COM
Persons: 2-17 114 111 112 30 151 115 102
Persons: 18-24 113 114 112 57 137 119 98
Persons: 25-34 108 109 107 114 105 99 107
Persons: 35-49 99 98 98 151 87 99 109
Persons: 50+ 79 81 82 105 55 82 85
Source: comScore Media Metrix, Canada, December 2009
20© comScore, Inc. Proprietary and Confidential.
And Canadian video audiences are also ready for primetime, with
video reach in Canada among the highest in the world
90.5
50
55
60
65
70
75
80
85
90
95
United States Germany UK France Canada
% R
each
Source: comScore Inc, VMX, Canada November 2009 – 3 month average , All Locations,
21© comScore, Inc. Proprietary and Confidential.
Canadians Increasingly Spending Time Watching Videos In the
Entertainment Category
0.0
100.0
200.0
300.0
400.0
500.0
600.0
700.0
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Av
g.
Min
ute
s p
er
Vie
wer
-M
ult
imed
ia
Av
g.
Min
ute
s p
er
Vie
wer
–T
V, K
ids,
Rad
io,
Mo
vie
s, N
ew
s,
Mu
sic
, h
um
or
TV Radio Entertainment - Music Humor
Kids Entertainment - Movies Entertainment - News Multimedia
Avg. Minutes per Viewer Spent Streaming Video on Entertainment Sites
Up 114% Y/Y
Source: comScore Inc. Canada – All Locations November 2008 - 2009
22© comScore, Inc. Proprietary and Confidential.
… its mostly entertainment video
3,430,423
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000
Search/Navigation
Community
Retail
Games
Sports
Conversational Media
Services
News/Information
Portals
Entertainment
Videos (000)
Source: comScore Inc, VMX, Canada November 2009, All Locations,
23© comScore, Inc. Proprietary and Confidential.
With particular success on Canadian Media Properties
+140%
+110% +86%
+270% +260%+319%
Source: comScore Inc, VMX, Canada November 2008 - 2009, All Locations,
Vid
eo
s (
000)
24© comScore, Inc. Proprietary and Confidential.
Top 20 Properties Streaming Videos: November 2009Top 20 Properties Streaming Videos: November 2008
And it’s already happening, for Canadian TV content online
* Google Sites #1: 2,859,284,000 Videos* Google Sites #1: 1,175,912,000 Videos
Source: comScore Inc, Canada November 2009, All Locations,Source: comScore Inc, Canada November 2008, All Locations,
Canadians Streaming More Video on Media Company Sites in 2009
25© comScore, Inc. Proprietary and Confidential.
Audiences are changing how we need to tell stories:
What are the opportunities for story tellers and brands?
26© comScore, Inc. Proprietary and Confidential.
Platform Agnostic Integrated Communication
1) Engage more deeply with your core TV audience
2) Find new audiences and drive them back to watch
you on TV
3) Find new audiences and entertain them, wherever
they are
Leverage All The Distribution Channels!
27© comScore, Inc. Proprietary and Confidential.
Multi-screening becomes ubiquitous
Only 4% of the US online population say that they never use a computer
while watching TV
We can view this as fragmentation… or opportunities to engage more
deeply with our audiences where they are already spending time
comScore Plan Metrix April 2009
28© comScore, Inc. Proprietary and Confidential.
Case Example: Canadian Media Companies
Significant Portions of Their Traffic View Videos on Their Properties
36.5%
11.7% 23.0%
19.7%
32.5%
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
CTVglobemedia Canwest Digital CBC-Radio Canada Sites Canoe Network Corus Interactive Sites
% o
f V
isit
ors
Vie
win
g V
ide
os
To
tal U
niq
ue
Vie
we
rs /V
isit
ors
(0
00
)
Total Unique Viewers (000) Total Unique Visitors (000) % of Visitors Viewing Videos
Source: comScore Inc, MMX - VMX, Canada November 2009, All Locations,
29© comScore, Inc. Proprietary and Confidential.
For original TV programs, audiences are increasingly tuning in online
to catch up on missed episodes… and some watch online only
‘The future of original TV Viewing and the new digital consumer’ was a survey
conducted by comScore in December 2009.
TV-Only Viewers65%
Online-Only TV Viewers
6%
TV+Online Viewers29%
0% 10% 20% 30% 40% 50% 60% 70%
Other
Don’t subscribe to cable/don’t have a TV
Prefer the online experience
Like to see past episodes
Less ads
Convenience
Missed episode on TV
30© comScore, Inc. Proprietary and Confidential.
Find new audiences, and engage them on any platform
Facebook usage is surprisingly similar on mobile and PC
mobile users
spend 252.4
minutes on
facebook, average
7.8 usage days per
month.
PC users spend 182.8 minutes per
month; average 9.1 Usage Days
per month
comScore Inc. M:Metrics US – August 2009
comScore Inc. MMX – US – August 2009
31© comScore, Inc. Proprietary and Confidential.
Frequency of use on TWITTER.COM greater with Mobile Devices than PC
4.7
10
0
2
4
6
8
10
12
PC Mobile
Visits per Visitor
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Pro
j. S
ub
s
Apple Motorola Samsung LG RIM
Top OEM Brands Using Twitter.com
• RIM Holds the most Twitter.com users
• 7.1% of RIM and Apple Owners Tweet
comScore Inc. M:Metrics US – October 2009
comScore Inc. Mobile Metrix – August 2009 – Symbian,
MS, and Palm OS
32© comScore, Inc. Proprietary and Confidential.
Five Key Takeaways
Media usage habits are changing and there are more mediums than
ever per target group
Relevancy and timeliness drives platform choice and multi-device
usage
Think, plan and weave cross platform thinking in from the beginning of
concept development
Embrace the Canadian opportunity in social, online and mobile media
Measure your total program results, learn and get smarter on how to be
successful with your reaching your audiences
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