fresh strategies for turbulent times - wan-ifrafile/kedar...fresh strategies for turbulent times...

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Fresh Strategies for Turbulent TimesTrends shaping Indian online space

Kedar Gavane

Vice President, comScore

© comScore, Inc. Proprietary.‹#›

© comScore, Inc. Proprietary.

MILLENNIALS form over 75% of the Online audience

15-24 25-34 35-44 45+

2.95.1

12.111.6

4.37.6

18.718.9Male Female

Source : comScore MMX July 2014

Online visitors by age


© comScore, Inc. Proprietary.Source: comScore VMX Jly 2014

Mar 2011 -

10

20

30

40

50

60

VIDEO VIEWING on PCs has almost doubled in 3 years

59 Mn viewers3.7 Bn Videos

7 Hrs of contentMar 2014


Online Landscape : BRIC Comparison

Source : comScore MMX July 2014

China Russia Brazil India

81.771.567.1

463 Online Users (million)

China Russia Brazil India

88129125

650Total Mins (Billion)


© comScore, Inc. Proprietary.Source :: comScore MMX Jul 2014

Content categories and monetisation : A BIG opportunity

Automotive Reach %

49.5

13

46

29.8

Brazil Russia India China

Newspapers Reach %

3735.94441.4

Entertainment Reach %

99.2

68.389.687.2

Sports Reach %

2421.128.4

54.1

Technology Reach%

5647.8

58.865.4

Retail Reach%

82.665.874.278.2


www.comscore.com @comScore www.linkedin.com/company/comscore www.facebook.com/comscoreinc

Display Advertising Landscape

http://www.comscore.com

http://www.twitter.com/comscore

http://www.linkedin.com/company/comscore

http://www.facebook.com/comscoreinc


© comScore, Inc. Proprietary.ad spends calculated at Rate Card rate

Display ad landscape by advertisers

• One of the fastest growing display advertising market

• Online Media, Retail and Multi-category advertisers lead the spends

Others4%

Education2%

Automotive 3%

Business Services3%

Travel3%

Telecommunications3%

Consumer Goods4%

Health4%

Finance 5%

Computers & Technology8%

Retail19%

Multi-Category Advertisers19%

Online Media 22%

• Over 22 billion impressions in July 2014

• Average frequency per user was 290

• Over INR 220 Cr worth of advertising impressions

Share of Impressions by Industry



Others4%

Education2%

Automotive 3%

Business Services3%

Travel3%

Telecommunications3%

Consumer Goods4%

Health4%

Finance 5%

Computers & Technology8%

Retail19%

Multi-Category Advertisers19%

Online Media 22%

A case of disproportionate spending

Others15%

Business/Finance2%

email 5%

News/Info 6%

Entertainment8% Services

11%

Portals12%

Social Networking 40%

Share of Impressions by Publisher category Share of Impressions by advertisers

ad spends calculated at Rate Card rate



Top Advertisers and spends

OLX

Zovi

Amazon

Jabong

100 178 255 333 410

2.4 Cr

4.1 Cr

3.3 Cr

3.4 Cr

Renault

General Motors

TATA Group

0 18 35 53 70

0.90 cr

0.62 cr

0.57 cr

Unilever

Dominos

L'Oreal

0 13 25 38 50

0.65 cr

0.32 cr

0.20 cr

impressions in millions


impressions in millionsimpressions in millions


58CPM Rate

102

89

94

Automotive Consumer Goods

ad spends calculated at Rate Card rate



Creative Summary

• 41% of non standard ads, a lot based on sponsorships and block rates

• 300X250 is the most popular ad creative size, with most impressions



Multi-Platform and its effects!







Multi-screen consumption varies through the day


© comScore, Inc. Proprietary.Source : comSCore NBC case study Olympics

NBC comScore : Olympics Case Study

TV only TV + PC/Laptop onlyTV + PC/Laptop + Mobile Only

TV + PC/Laptop + Mobile + Tablet

4740

51 5559

50367

300268250

TV PC Mobile Tablet

Avg time spent per day (min) following Olympics

4 hr 19 min5 hr 18 min

6 hr 50 min

8 hr 29 min

More Screens = More time on Every Device



Measuring Sony Crackle Across Multiple Platforms Requires Many Layers of Video Audience De-duplication

Mul

ti-Pl

atfo

rm

Total Digital Desktop

Total Mobile

SmartPhone iOS

Android

Tablet iOS

Android

Living Room Devices

Console

Playstation PS3

PS4

Xbox Xbox 360

Xbox One

Connected TV SmartTV

LG/Samsung

Y! Widgets

Toshiba

Vizio

Dlink Bravia TV Roku



Viewability : Better Monetisation?





© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.‹#›

“The buy side is putting massive pressure on our pricing. We need tools to help us survive in this new world of viewability measurement."

“Viewability is here to stay. We need data that will help us re-evaluate our site design, sales strategy and overall approach to how we package, price and manage inventory.”

© comScore, Inc. Proprietary. ‹#›

Premium publisher uses vME viewability data to revise baseline pricing

Measurement Goals Incorporate viewability into baseline pricing for ad slots

Pricing of tiers now aligns with viewability averages so price matches value

Initial Pricing

CPM: $4

Revised Pricing

Ad Slot 1 CPM: $6

Ad Slot 2 CPM: $4

Ad Slot 3 CPM: $1.60

Publisher changes pricing based on vME data

Ad Slot Viewability

1 75%

2 50%

3 20%

© comScore, Inc. Proprietary. ‹#›

Premium publisher uses vME to optimise site viewability

Measurement Goals

Identify high- and low-performing ad slots Eliminate or redesign low ad slots to improve average viewability

vME delivers viewability data for every ad slot

Ad Slot 2 View = 55%

Ad Slot 3 View = 25%

Ad Slot 1: View = 50%

Ad Slot 4: View = 20%

Ad Slot 3 View = 60% Improve the viewability

(and revenue!) from low-performing ad slots



Thank you!





fresh strategies for turbulent times - wan-ifrafile/kedar...fresh strategies for turbulent times...

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