the digital year in review & predictions for the year ahead · source: comscore, inc., media...

© comScore, Inc. Proprietary.

The Digital Year in Review & Predictions for the year ahead

Alex Banks, VP Latin America & Diretor Brasil

@comScoreBR www.comscore.com www.facebook.com/comscoreinc

http://www.comscore.com/?ns_campaign=CA_CA_APR2015_WP_DIGITAL FUTURE IN FOCUS&ns_mchannel=offline&ns_source=whitepaper_ca_digital_future_in_focus&ns_linkname=logo_homepage_page1&ns_fee=0&elqCampaignId=1292

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© comScore, Inc. Proprietary. 2

Executive Summary

With Multi-Platform consumption becoming increasingly

mainstream, the digital ecosystem continues to adapt

to match new behaviors.

The options for consumers to engage with digital

content have never been so diverse, with a multitude of

platforms, manufacturers, operating systems all offering

access to diverse content forms, increasingly including

video and applications.

These changes in the world of ‘digital’, are increasingly

driving change for multiple industries and to other

media.

Introduction #FutureinFocus

This report examines how the latest trends in

Desktop, Mobile and Video consumption, as well

as display advertising are shaping the Brazilian

digital marketplace and what it means for the

year ahead, as comScore helps bring the digital

future in focus.

FOR FURTHER INFORMATION, PLEASE CONTACT:

General Inquiry:

[email protected]

Press:

[email protected]

mailto:[email protected]



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Table of Contents Table of Contents


THE ONLY LATIN AMERICAN COUNTRY BETWEEN THE BIGGEST AUDIENCES

ACROSS THE GLOBE Brazilian users rank highly in time and page consumption metrics, when compared against users from other

nations.

STILL A LARGE PLATFORM, BUT WITH LESS ENGAGEMENT COMPARED WITH

THE PREVIOUS YEAR Whilst desktop users and usage have remained relatively flat YOY, but growth of mobile brought a decline

on time and page consumption. Younger users still account for a large share of Desktop users.

CRUCIAL FOR MANY CATEGORIES Key content categories still reach more than 60% of desktop users, demonstrating continued relevance for a

multitude of tasks and content consumption.

Desktop usage in Brazil is

© comScore, Inc. Proprietary. 6 *Ranking in table is based on Average Monthly Unique Visitors in March 2015 for selected geographies

Source: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, March 2015

Brazilian users once again among world’s most engaged

Desktop Audiences and Engagement

Geography Average Monthly

Unique Visitors (000)

Average Monthly

Minutes per Visit

Average Monthly

Minutes per Page

Average Monthly

Visits per Visitor

Worldwide 1,824,894 24.5 0.70 54

China 478,506 21.3 0.60 54

United States 201,604 25.8 0.72 84

India 81,792 23.9 0.74 26

Japan 73,656 25.2 0.63 44

Russian Federation 68,124 26.4 0.52 73

Brazil 62,990 29.5 0.80 59

Germany 51,835 24.4 0.59 69

United Kingdom 39,605 26.6 0.70 75

France 37,011 23.5 0.58 79

Turkey 28,134 29.9 0.61 72

6st 1st 7th 2nd


midwest

9.9%

Northeast

15.9% Southeast

49.7% South

20.2%

North

4.2%

17% 22.4% 23.2% 20.9%

11.6% 4.9%

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

Source: comScore, Inc., Media Metrix, BR, Home & Work, Persons:6+, Mar. 2015

2%

14%

22%

32%

31% HH Size:1 HH Size:2

HH Size:3 HH Size:4

HH Size:5+

50.5% 49.5% Brazilian online

demographics show

more than half of

the population is

under age 35, and

less than 1/3rd

reside in a house

with less than 2

people

<

© comScore, Inc. Proprietary. 8 Source: comScore, Inc., Media Metrix, BR, Home & Work, Persons:6+, March 2014 vs. March 2015

1,678 1,530

Average Minutes per Visitor

2,292

1,909

Average Pages per Visitor

Mar-14 Mar-15

Desktop Internet Engagement

See page 35 for how Multi-Platform is adding

new digital time

-8.9% -17%

Engagement on

desktop has

dropped, which

shows the

migration to

mobile usage.


% Reach

98%

97%

93%

90%

88%

83%

81%

74%

74%

63%

Top Content Areas by Unique Visitors (000) and % Reach

0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000

Technology

Retail

News/Information

Directories/Resources

Promotional Servers

Social Media

Search/Navigation

Entertainment

Portals

Services

Total Unique Visitors (000)

Source: comScore, Inc., Media Metrix, BR, Home & Work, Persons:6+, Monthly March 2015

Broad usage

means many Top

content

categories still

reach over 60%

of Brazilian

desktop users.


MORE COMMON AND ENGAGED THAN IN THE REGION

In both average time and overall penetration amongst the digital population, Brazilians rank higher than

the other countries in Latin America.

SPREAD THROUGH A LARGE NUMBER OF CONTENT CATEGORIES

As more and more content publishers unlock the benefits of video’s engaged audiences, these users

engage across more diverse categories.

VIDEO ADS ARE GETTING MORE ENGAGEMNT

With a lot of opportunities across different types of content, Brazilians are spending more time watching

the video ads when compared to previous months.

Digital Video consumption in Brazil is


Video consumers in Brazil are becoming more engaged

Source: comScore, Inc., Video Metrix, BR, Home & Work, Persons: 6+, Oct 2014 – Jan 2015

5.5

5.6

5.9

5.7

6.0

5.9

Oct-2014 Nov-2014 Dec-2014 Jan-2015 Feb-2015 Mar-2015

Videos per Visit

+7%

since October 2014

© comScore, Inc. Proprietary. 13 Source: comScore, Inc., Video Metrix, BR & Latin America , Home & Work, Persons: 6+, March 2015

702

521

Brazil Latin America

Minutes per Viewer

36% 34%

Brazil Latin America

% Reach Total Population

Brazilians are more engaged than the online viewers in the

Region

Brazilians spend 3

more hours

watching online

videos than the

others Latin

America countries

© comScore, Inc. Proprietary. 14 Source: comScore, Inc., Video Metrix, BR, Home & Work, Persons: 6+, 6 months Aggregate (October 2014 – March 2015)

Content Reach in Brazil

Large audiences

in varied content

categories offer

multiple context-

rich advertising

opportunities with

engaged users.

93%

92%

89%

76%

48%

40%

30%

20%

18%

16%

Entertainment

Multimedia

Social Midia

Social Networking

Portals

Music

Services

TV

News/Information

General news


Video Ads Are Generating More Engagement

The digital ads

gained 18% more

watched minutes

per viewer during

the past 6 months 9.2

10.9

Minutes per Viewer

14-Oct

15-Mar

+18%

Source: comScore, Inc., Video Metrix, BR, Home & Work, Persons: 6+, October 2014 – March 2015


EXCLUSIVE MOBILE USERS ARE GROWING RAPIDLY

Overall numbers of users accessing digital content exclusively from mobile devices continues to grow,

as does Smartphones’ share of the devices.

PERFORMING A DIVERSE RANGE OF ROLES

Adding incremental reach in different key categories in Brazil, mobile devices are playing a growing role

in the digital Brazilian behavior .

CRUCIAL IN THE WIDER MEDIA MIX

For a few categories, smartphones and tablets are already responsible for the biggest percentage of

share in the total access. For other ones, mobile is a tremendous percentage of unique visitors,

representing a huge opportunity for media sellers and buyers.

Mobile usage in Brazil is


Mobile Users (000) in Brazil

Source: comScore, Inc., Mobile Metrix, BR, Persons: 18+, Oct 2014 vs.Mar 2015

36,257 38,846

Oct-2014 Mar-2015

+7%

Mobile internet

users grew by

7% in Brazil

during the last 6

months to more

than 39 million.


86% 87%

14% 13%

Smartphone Tablet

Browser

Apps

Source: comScore, Inc., Mobile Metrix, BR, Persons 18+, Monthly Q1 Mar. 2015

Almost 90% of

digital time on

both tablet and

smartphones is

spent on

browser.

Percentage of Time Spent on Mobile App vs. Browser

© comScore, Inc. Proprietary. 20 Source: comScore, Inc., Media Metrix Multi-Platform, BR, Persons 6+, 18+, March 2015

36%

41%

43%

51%

54%

63%

66%

66%

69%

69%

64%

59%

57%

49%

46%

37%

34%

34%

31%

31%

Family & Parenting

e-cards

Job Search

Weather

Career Resources

Family & Youth

Beauty/Fashion/Style

Politics

TV

Kids

Desktop Mobile

Share of time

reflects evolving

usage of certain

categories, with

implications for

advertising and

content.

Share of Content Category Time Spent by Platform


Incremental Reach on Top Exclusive Mobile Access

Categories

Source: comScore, Inc., Media Metrix Multi-Platform, BR, Persons 6+, 18+, March 2015

Even high-reach

categories gain

at least 13% in

incremental

reach by taking

mobile into

account.

0 20 40 60 80 100

News/Information


Lifestyles

General News

Social Media

Entertainment

Total de Visitantes Únicos (MM)

Total Pop Digital UVs (MM) Desktop UVs (MM)


APPROACHING A MAJORITY

Many countries across the world have a ‘Multi-Platform majority’, with more than 50% of the online

population accessing digital content via both desktop and a mobile device in a month. Brazil is on the

verge of joining these countries.

DELIVERING ADDITIONAL DIGITAL TIME

From a holistic view, time is spent equally between traditional desktop and mobile devices.

DRAMATICALLY DIFFERENT ACROSS PUBLISHERS / CATEGORIES

Understanding how and why users engage with specific media on specific platforms provides crucial

insight for marketers as well as content owners seeking to develop audiences

Multi-Platform usage in Brazil is


The Total Digital Population in Q1 2015 was 84.6MM

Desktop Audience Video Audience Mobile Audience

75.6 MM Brazilians are reached

online from their desktop


online via desktop videos


online via smartphones

and tablets (8.7 MM are

Exclusive Mobile UV)

Source: comScore, Inc., Media Metrix Multi-Platform, Media Metrix, Video Metrix, Mobile Metrix, BR, Persons 6+,18+, Q1 2015

Total Digital Population is the unduplicated reach across Desktop, Video and Mobile Audiences


The Multi-Platform Consumption View is Now Crucial

Fonte: comScore Media Metrix Multi-Plataform, Janeiro de 2015

75% United

Kingdon

77% Spain

72% USA

57% Canada

45% Brazil

28% Russia

Following the key

markets globally,

Brazil counts with

almost 50% of the

online population

accessing digital

content via both

desktop and a

mobile.

65% Germany


75,635 84,416

Desktop Total Digital Pop

Unique Visitors/Viewers (000)

+11%

The Total Audience in Brazil was increased by Mobile Usage

Source: comScore Inc. Media Metrix Multi-Platform, BR, Persons6+, 18+, Monthly Q1 Avg. 2015

128,846 134,345

Desktop Total Digital PopAxis Title

Total Minutes (MM)

+4%


Android Phone Responds for More than 70% of The Total

Mobile Access in Brazil

Source: comScore, Inc., Media Metrix Multi-Platform, BR, Persons 6+, 18+, Q1 2015 Average

15%

72%

8%

5%

% Time Spent on Mobile

Iphone Android Phone iPad Android Tablet

0.8

1.1

Average Minutes per View

Desktop Mobile


Mobile-only Unique Visitors Increase

47,066 46,098

28,576 29,537

8,187 8,781

Q42014 Q1 2015

Desktop-only UV Multi Platform UV Mobile-only UV

Source: comScore, Inc., Media Metrix Multi-Platform, BR, Persons 6+, 18+, Q1 2015 Average vs Q4 2014 Average

+7%

Persons accessing

digital content

exclusively on

mobile have

increased by 7%

as some users no

longer rely on

desktop in a month.

+3%

-2%


DOMINATED BY NON STANDARD-SIZED, STATIC ADS

With creative new ad formats and flash growth, the majority of ad revenue is delivered through non

standard sized, static units.

LED BY PORTALS & SOCIAL MEDIA PUBLISHERS

Many industries enjoy significant digital spend, with advertisers split across many categories. Spending

on publishers is heavily weighted to social, although significant amongst many other categories.

THE INVESTMENT IN MOBILE ADVERTISING IS A TREND

With growth on mobile usage, Brazilian market counted with 721 million reals spent on Mobile

advertiser during 2014.

Digital Advertising in Brazil is

© comScore, Inc. Proprietary. 31 Source: comScore, Inc., Ad Metrix, BR, Home & Work, Persons: 6+, Mont March 2015

Advertising Creative Summary by Size and Type

55% Non-Standard

37% Universal

Ad Package

8% Other Ad Units

1% Display Rising Star

More than half

of Brazilian

display ads are

Non-Standard

sizes and 69%

are standard

static types.

2% Rich Media Display

29% Flash

(Generic)

69% Standard

Static

1% Other Types


On Average, Brazil Delivered 66 Billion Impressions per

Month

Source: comScore, Inc., Ad Metrix, BR, Home & Work, Persons 6+, Q1 2015

Source: comScore, Inc., Ad Metrix, CA, US, UK, Home & Work, Persons 2+, Q1 2015

757,020,401

198,178,833

126,303,598 102,214,110

USA Brazil United Kingdon Canada

Total Display Ad Impressions (000)

Brazil ranks 2nd

in the world in

terms of total

impressions, only

behind the US


Top 10 Advertisers by Display Ad Impressions (000)

Source: comScore, Inc., Ad Metrix, BR, Home & Work, Persons 6+, 6months Aggregate (October 2014 – March 2015)

8,221,209

7,074,991

5,668,140

5,307,769

4,891,105

4,545,517

3,975,987

3,730,427

3,462,503

2,996,837

Netshoes Comércio Ltda.

MRV Engenharia e…

Dafiti

Globo Comunicação e…

Microsoft Corporation

Universo Online S.A.

B2W Inc.

Telefonica Group

Itau Unibanco Holding S.A.

Google Inc.

In the past 6

months, more than

458 billion display

ad impressions

were delivered in

Brazil.


*CPG = Consumer Goods (excluding Paper Products, Dairy and Pet Care)

Source: comScore, Inc., Ad Metrix, BR, Home & Work, Persons 6+, 6 months Aggregate 2014 (October 2014 – March 2015)

1%

2%

4%

6%

9%

11%

15%

49%

Frozen Foods

Babycare

Restaurants

Household & Cleaning Supplies

Food & Grocery

Beverages

Alcoholic Beverages

Health & Beauty

Share within CPG Category

CPG display

advertising is led by

Health & Beauty

sector, followed by

Alcoholic

Beverages.

Consumer Packaged Goods Advertising by Category


*Excluding Corporate Presence, Promotional Servers, Services

Source: comScore, Inc., Ad Metrix, BR, Home & Work, Persons 6+, 6 Months Aggregate (October 2014 – March 2015)

37%

35%

10%

8%

3%

2%

1%

1%

1%

1%

Portals

Social Media

Entertainment

News/Information

Sports

Lifestyles

Retail

Games

Search/Navigation


Portals and Social

Media sites

account for nearly

3 out of every 4

online display ads

delivered in Brazil.

by Share of 2014 Impressions

Top 10 Display Advertising Publisher Categories*


Total Digital Investment in Brasil in 2014

Souce: IAB Online Ad Spending

37% of the total

investment on

digital was on

Search and

Classifieds Websites

R$ 2,844,519,549.38

R$ 3,982,832,353.72

R$ 811,197,080.44

Display + Social Search + Classificados Video

37%

52%

11%


Brazil invested nearly 8 billion R$ in 2014

Souce: IAB Online Ad Spending

R$ 7,638,548,984

R$ 721,079,024

PC/Laptop Mobile*

Mobile represents

9,4% of the total

online ad spending

during 2014


comScore’s global two million person

panel is used in conjunction with census-

data to validate target audience delivery

=

Census Panel

A single ad tag is appended to every

creative to provide a complete view

of campaign delivery

comScore validated Campaign Essentials (vCE) helps advertisers

validate their digital campaigns across a number of variables

Audience

• Age

• Gender

• Household Income

• Household Size

• Behavioral Segments

In-View

Geography

Non-Brand Safe

Non-Human Traffic


MORE COMMON AND ENGAGED THAN IN THE REGION

In both average time and overall penetration amongst the digital population, Brazilians rank higher than

the other countries in Latin America.

FACEBOOK IS STILL RESPONSIBLE FOR THE BIGGEST SHARE OF UVS

Reaching 78% of the total unique users in Brazil, Facebook counts with more than 58 million monthly

UVs.

PHOTOS AND VIDEOS GENERATES DRIVE CONTENT PERFORMANCE

Responsible for 68% of the total type of posts on Facebook, posts that includes photos generates and

83% of engagement.

Social Media consumption in Brazil is


Brazil ranks first on time spent per visit on Social Media

Source: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, March 2015

60% more time

than the worldwide

average

21.2

20.1

17.7

17.6

16.7

16.2

15.5

15.4

15.2

15.2

Brazil

Philippines

Thailand

Colombia

Peru

Portugal

Mexico

Uruguay

Russian Federation

Argentina

Average Minutes per Visit

© comScore, Inc. Proprietary. 42 Source: comScore, Inc., Media Metrix, BR, Home & Work, Persons: 6+, October 2014 - March 2015

Social Media is the biggest category on Time Spend by

Brazilians

With monthly 9.7

hours per visitor,

Brazilians spend

650 hours on

social media, 290

hours more than

browsing on Portals

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000 Total Minutes (MM)

Social Media Portals Services Entertainment Retail

© comScore, Inc. Proprietary. 43 Source: comScore, Inc., Media Metrix, BR, Home & Work, Persons: 6+, Average Q1 2015

Facebook is still the top Social Network in Brazil

Reaching 78% of

the Total Internet,

Facebook ranks

first, followed by

Google +

58,778

10,672

9,986

9,052

6,131

FACEBOOK.COM

Google+

Linkedin

TWITTER.COM

TUMBLR.COM*

Total Unique Visitors (000)

© comScore, Inc. Proprietary. 44 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram. January 1, 2013 to December 31, 2014

Post Type in Brazil

Photos consistently

drive content

performance

across top pages

in Brasil in 2014,

but other post

types perform

differently

3%

26%

3%

68% % Type of Posts - Facebook

2% 11% 5%

83%

Brasil Pages

Status Link Video Photo

% Engagement Driven by These Posts -

Facebook


How much is post type strategy affected by vertical?

engagement.

Photos dominate

post type for these

three top industries

in 2014.

Automotive also

uses Video posts

to successfully

drive.

66.0% 76.0%

39.0%

2.0% 10.0% 10.0%

2.0% 2.0% 9.0%

30.0%

13.0%

42.0%

0.0%

50.0%

100.0%

Media/News/Publishing Entertainment Sports

Photo Video Status Link

% POST

% ENGAGEMENT

79.0% 90.0% 86.0%

2.0% 4.0% 5.0% 1.0% 1.0% 2.0%

18.0% 5.0% 6.0%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

Media/News/Publishing Entertainment Sports


What about Including Questions with Facebook Posts?

Including Questions in 2014 was a strategy that increased engagement, by engaging the

social audience to comment. 20% of the Top Ten posts for the year included questions, which

together brought in over 210K total actions.

24%

19%

76%

81%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Engagement

Posts

Includes Question Does Not Include Question


Brasil’s Top Content by Engagement on Facebook and Twitter in

2014

Likes Comments Shares

756,889 147,943 2,312,301

Retweets Favorites

28,074 15,212

Although the top post on Facebook for 2014 was a video post of kittens by radio station Vox90

with over 20M views, the top content across Facebook and Twitter that received the most

engagement were related to the World Cup.

https://www.facebook.com/175626589139936/posts/725840790785177


Audience Engagement has Grown Since January 2014

0

50

100

150

200

250

300

350

400

Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15

Th

ou

sa

nd

s

Total Actions Source: Shareablee, Jan 2014 – Apr 2015

Platform: Facebook, Twitter, Instagram Metrics: Total Likes, Total Comments, Total Shares, Total Retweets,Total Favorites

Facebook Twitter Instagram

+710%

+152%

+284%


Brazil: The growth of videos since January 2014

Fonte: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram. 1 de janeiro de 20134 a April de 2015

0

5

10

15

20

25

30

Th

ou

san

ds

Total Actions Source: Shareablee, Jan 2014 – Apr 2015

Platform: Facebook Metrics: Video (Total Actions)

Facebook

+928%


Case Study: Portal R7 was Brasil’s Top Brand on Facebook in

2014 by Engagement

The brand’s top content shared touching stories about love and family that resonated with their

social audience. The top posts also included links to read the full stories on their news website.

Link posts produced 17% of total engagement, while only accounting for 15% of total content.





Key Findings

MOBILE & MULTI-PLATFORM CREATES FURTHER DIGITAL OPPORTUNITY

With mobile audiences growing in reach and performing a growing range of activities, desktop no longer tells the

full story. The 84 million ‘Total Digital Population’ includes incremental audience beyond desktop in all categories,

and total time is increasing on mobile while decreases on desktop. Over 29 million users access via more than one

platform each month – approaching a Multi-Platform majority.

DON’T FORGET THE DESKTOP

Desktop maintains consistent audiences across diverse categories, with Brazilians ranked as second in minutes

per visit between the 10 biggest audiences in the globe. Video consumption has become a mainstay of desktop –

76% of Brazilians watch video, and on average spend 11 hours per month watching videos, 3 more hours than the

average in Latin America.

DIGITAL ADVERTISING CAN BE STRENGTHENED FURTHER

Ranking as second in the world in display ad impressions volumes, advertising continues to thrive, with 198 billion

display ad impressions in Q1. There are opportunities for delivery and effect to be enhanced with diligent action

taken from new and existing measurement opportunities.


MULTI-PLATFORM DELIVERS ON ITS PROMISE

As publishers and advertisers better understand the relative strengths of

each platform, and learn how to best harness channels individually and in

combination, Multi-Platform will deliver benefits beyond the sum of its parts.

6 Trends to Define 2015

AD MEASUREMENT MOVES TOWARDS A CURRENCY

New tools for viewability and detection of non-human traffic are already starting to

raise the bar for campaign delivery. As more brands unlock the benefits of more

closely aligning their spend with the impact on their brand, these new metrics will

move towards ‘currency’ status. Discerning the true value of media will be even

more crucial in the growing programmatic marketplace.

THE BROADENING UMBRELLA OF ‘DIGITAL’

With more and more platforms (such as TV) becoming inextricably linked

with digital, and new devices (such as wearables) shaping the landscape,

new opportunities for Cross-Media content and advertising are presented,

but come with new challenges.

RISE OF VIDEO AND MOBILE

Both mobile and video continue to grow in Brazil. With the rise of video

delivery apps, mobile will become even more of a content delivery vehicle.

Incremental audience, males mobile the prime destination for brands and

advertisers to focus video efforts.

APPS AND NATIVE CONTENT SHAPE MOBILE SPACE

With apps already accounting for huge swathes of mobile time, brands and

publishers will continue to reap the benefits of content designed especially

for the platform. Native advertising is a means for publishers to offer

incredible Multi-Platform synergy to their commercial partners.

SOCIAL MEDIA IS STILL STRONG IN BRAZIL

Social Media continues to grow with a n incredible engaged audience in the

country. Good content creation, photos and videos are making the social

posts stronger in the region as consumers continue to invest more of their

digital time here.


Methodology

This report utilizes data from the comScore suite of products, including comScore Media Metrix®,

comScore Ad Metrix®, comScore Video Metrix® and comScore MobiLens™.

comScore Media Metrix

The comScore Media Metrix suite of syndicated products sets the standard for digital audience measurement

and media planning. Powered by Unified Digital Measurement™, the revolutionary measurement approach

that bridges panel-based and website server-based metrics to account for 100 percent of a site’s audience,

Media Metrix delivers the most accurate and comprehensive suite of audience metrics, providing valuable

demographic measures, such as age, gender, household income and household size. Media Metrix reports

on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions,

as well as worldwide totals.

The comScore Media Metrix product suite includes individual products utilized within this report including

comScore Ad Metrix and comScore Video Metrix.

http://www.comscore.com/Products/Audience-Analytics/MMX

http://www.comscore.com/Products/Audience-Analytics/Media-Metrix?ns_campaign=CA_CA_APR2015_WP_DIGITAL FUTURE IN FOCUS&ns_mchannel=offline&ns_source=whitepaper_ca_digital_future_in_focus&ns_linkname=text_url_media_metrix_page56&ns_fee=0&elqCampaignId=1292

http://www.comscore.com/Products/Audience-Analytics/Ad-Metrix?ns_campaign=CA_CA_APR2015_WP_DIGITAL FUTURE IN FOCUS&ns_mchannel=offline&ns_source=whitepaper_ca_digital_future_in_focus&ns_linkname=text_url_ad_metrix_page56&ns_fee=0&elqCampaignId=1292

http://www.comscore.com/Products/Audience-Analytics/Video-Metrix?ns_campaign=CA_CA_APR2015_WP_DIGITAL FUTURE IN FOCUS&ns_mchannel=offline&ns_source=whitepaper_ca_digital_future_in_focus&ns_linkname=text_url_video_metrix_page56&ns_fee=0&elqCampaignId=1292

http://www.comscore.com/Products/Audience-Analytics/MobiLens?ns_campaign=CA_CA_APR2015_WP_DIGITAL FUTURE IN FOCUS&ns_mchannel=offline&ns_source=whitepaper_ca_digital_future_in_focus&ns_linkname=text_url_mobilens_page56&ns_fee=0&elqCampaignId=1292

http://www.comscore.com/Products/Audience-Analytics/Ad-Metrix?ns_campaign=CA_CA_APR2015_WP_DIGITAL FUTURE IN FOCUS&ns_mchannel=offline&ns_source=whitepaper_ca_digital_future_in_focus&ns_linkname=text_url_ad_metrix_page56&ns_fee=0&elqCampaignId=1292

http://www.comscore.com/Products/Audience-Analytics/Video-Metrix?ns_campaign=CA_CA_APR2015_WP_DIGITAL FUTURE IN FOCUS&ns_mchannel=offline&ns_source=whitepaper_ca_digital_future_in_focus&ns_linkname=text_url_video_metrix_page56&ns_fee=0&elqCampaignId=1292





Methodology

comScore validated Campaign EssentialsTM

validated Campaign Essentials (vCE®) is an integrated solution for complete campaign delivery validation

and in-flight optimization. Unlike existing single-point solutions, vCE provides an unduplicated accounting of

impressions delivered across a variety of dimensions, such as in-target, in-view, in-geo, brand safe and

free from non-human traffic (NHT). Used by media buyers and sellers, vCE enables decreased waste and

increased campaign effectiveness.

http://www.comscore.com/Products/Advertising-Analytics/validated-Campaign-Essentials

http://www.comscore.com/Products/Advertising-Analytics/validated-Campaign-Essentials?ns_campaign=CA_CA_APR2015_WP_DIGITAL FUTURE IN FOCUS&ns_mchannel=offline&ns_source=whitepaper_ca_digital_future_in_focus&ns_linkname=text_url_validated_campaign_essentials_page58&ns_fee=0&elqCampaignId=1292








comScore, Inc. (NASDAQ: SCOR) is a global leader in

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mobile and TV consumer behaviour that enable clients to

maximise the value of their digital investments.

A preferred source of digital audience measurement,

comScore offers a variety of on-demand software and custom

services within its four analytics pillars: Audience Analytics,

Advertising Analytics, Digital Business Analytics and Mobile

Operator Analytics. By leveraging a world-class technology

infrastructure, the comScore Census Network™ (CCN)

captures trillions of digital interactions a month to power big

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Telecom, Financial Times, Fox, LinkedIn, Microsoft,

MediaCorp, Nestle, Starcom, Terra Networks, Universal

McCann, Verizon, ViaMichelin and Yahoo!.

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the digital year in review & predictions for the year ahead · source: comscore, inc., media...

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