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Brave New
   Digital World
A Manifesto for the Future of Digital Media Measurement & Analytics
2   ABRAVE NEW DIGITAL WORLD Media Me
      Manifesto for the Future of Digital
Entering the Brave New Digital World




easurement & Analytics for the Future of Digital Media 1
           A Manifesto                                 Measurement & Analytics
We are entering the dawn of a
    brave new digital world.

    Media fragmentation is occurring at light-
    speed in today’s multi-platform environment,
    which features not only TVs and computers, but
    smartphones, tablets, gaming platforms and a
    seemingly ever-increasing number of emerging
    devices. This new paradigm offers consumers
    a seamless digital experience that can easily
    traverse platforms, locations and temporal
    constraints so that content can be experienced
    anytime and anyplace. And as the average
    consumer’s screen time expands to fill in many
    of these available gaps throughout the day,
    there are more opportunities than ever before
    for marketers to reach and engage.




2                                BRAVE NEW DIGITAL WORLD
Another significant trend is that consumers are quickly
                     becoming platform agnostic in their digital media
                     consumption, which comScore refers to as “the rise of the
                     Digital Omnivore.” Consumers today can begin watching
                     a movie at home on their TV, continue watching it on their
                     smartphone on the way to work, and finish watching it in
                     bed at night on their tablet. It’s the pinnacle of convenience
                     for consumers, but an utter headache from an audience
                     measurement and advertising analytics standpoint.

                     And if these behavioral trends weren’t already causing
                     enough problems in terms of measuring audiences, recent
                     innovations in the digital ad ecosystem have made it more
                     complex than ever. A crowded value chain of ad servers,
                     networks, and exchanges now resides between advertisers
                     and media companies, and while campaign delivery may
                     be getting more efficient and effective from an audience
                     targeting standpoint it is also becoming less transparent as
                     advertisers lose control over where their ads are appearing.
                     In addition, more than 3 out of every 10 digital ads being
                     delivered never have an opportunity to be seen, which
                     depresses campaign performance and gives advertisers
                     pause in investing more heavily in the medium.




A Manifesto for the Future of Digital Media Measurement & Analytics                   3
And so, today, many business sit perched atop a precarious
    divide, some looking back and longing for the good old days
    of the classic web and others ready to embrace both the
    challenges and opportunities of a brave new digital world.

    Forcing oneself to look forward and confront the future may
    cause some initial angst, but it can no longer be ignored. This
    new reality is upon us: already nearly 15% of all web traffic
    now occurs beyond PCs, and this number is accelerating with
    each passing month.




    100%
    98%
    96%
    94%
    92%
    90%
    88%
    86%
    84%
    82%
    80%
           Jun	 Jul	 Aug	 Sep	Oct	 Nov	 Dec	 Jan	 Feb	 Mar	 Apr	 May	 Jun	 Jul	 Aug	Sep
           2011                              2012


                    OTHER        TABLET       SMARTPHONE         PC




4                                                    BRAVE NEW DIGITAL WORLD
This curve’s trajectory serves as a stark reminder that if
               businesses don’t adapt, they may not live to see tomorrow. Not
               to strike an unnecessarily ominous tone, but this storyline has
               played out before with many substantial businesses of the past
               few decades having recently declared bankruptcy due to the
               disruptive impact of the internet and e-commerce.

               For businesses that don’t want to be relegated to a similar fate,
               now is the time to embrace the future of digital measurement
               and analytics to prepare for the brave new digital world. Here
               is comScore’s vision for how to get there.




A Manifesto for the Future of Digital Media Measurement & Analytics                5
6   BRAVE NEW DIGITAL WORLD
10 Principles
          for the Future of Digital Media
          Measurement & Analytics




A Manifesto for the Future of Digital Media Measurement & Analytics   7
1
    All media – including TV – are going
    digital; measurement must follow the
    same path




8                               BRAVE NEW DIGITAL WORLD
ISSUE       Traditional media measurement methods, such as the purely
                     panel-based approach used in TV measurement, are no longer
                     sufficient to measure audiences in today’s multi-platform
                     world. While a panel can be used to develop a credible
                     view of a particular individual medium, using this approach
                     alone has substantial limitations that result in a silo’ed view
                     of the digital universe when multiple media are involved.
                     Development of a single-source panel large enough to de-
                     duplicate audiences across the multiple platforms that exist
                     today is simply not feasible.

                     A truly holistic view of digital media consumption – inclusive
  SOLUTION
                     of TV, desktop computers, smartphones and tablets – requires
                     census-level digital data as a critical input to binding together
                     different media platforms into a unified view of the digital
                     consumer. While panels will remain critical for informing
                     person-based estimates, it is the digital census data that holds
                     the key to understanding the cross-platform audience overlap
                     needed to accurately and effectively synthesize channels into
                     a multi-platform view. comScore’s innovative approach to this
                     problem has created the industry’s first-ever unduplicated
                     multi-platform measurement system that successfully traverses
                     four different screens.




A Manifesto for the Future of Digital Media Measurement & Analytics                 9
2
     Measurement must translate from
     pixels to people




10                             BRAVE NEW DIGITAL WORLD
ISSUE       Census-level digital data represents a robust and ever-
                     growing information source, but in order to be meaningful to
                     marketers it must be translated into the behaviors of actual
                     people. A marketer’s objective is to reach people – not
                     screens – in order to build awareness of their products,
                     generate demand, and ultimately drive sales. Progress against
                     these objectives can only be understood through the lens
                     of consumer behavior, which server-centric metrics like ad
                     impressions or cookie counts alone do not sufficiently address.

                     comScore has demonstrated leadership over the years as
  SOLUTION
                     pioneers of new methodological approaches to translate big
                     data into meaningful measurement of consumers. comScore’s
                     Unified Digital Measurement (UDM) methodology, which
                     combines the best of panel and digital census measurement
                     techniques, leverages the detail and granularity of census-
                     based data along with comScore’s global person panel to
                     produce best-in-class audience estimates. With more than
                     90% of the Top 100 U.S. media publishers having adopted
                     comScore’s measurement approach, UDM has clearly
                     established a new basis by which digital audiences are
                     measured today. These proprietary comScore methods are
                     now being expanded to solve new challenges, such as multi-
                     platform audience measurement and advertising analytics.




A Manifesto for the Future of Digital Media Measurement & Analytics              11
3
     Multi-Platform measurement must
     integrate census-level digital data sources
     to deliver reporting at big data scale




12                                 BRAVE NEW DIGITAL WORLD
ISSUE        Sample-based measurement methods that employ tens of
                     thousands of panelists are typically effective at reporting
                     large scale media behaviors, such as viewership of broadcast
                     network television. But today’s media environment is no
                     longer dominated by a few large media players; rather it
                     features many media companies in a highly fragmented media
                     environment that covers multiple platforms. These media
                     entities often fall below the reporting threshold of traditional
                     sample-based methods, or the data cannot be reported at a
                     meaningful level of granularity to deliver actionable insights.
                     With all the big data assets currently at our collective disposal,
                     the analog measurement approach that uses small samples is
                     no longer sufficient.


  SOLUTION           Census-level digital data is an increasingly rich and abundant
                     resource that can be used in conjunction with sample-based
                     methods to provide a more meaningful view of multi-platform
                     digital media consumption. Through the comScore Census
                     Network™, more than 1.4 trillion digital interaction events are
                     now collected every month across millions of digital media
                     entities. This digital census data provides granularity that is
                     orders of magnitude larger than sample-based collection
                     methods alone, and can be leveraged to not only more
                     accurately quantify behavior but also unearth the detailed
                     insights needed by marketers today. Importantly, census-
                     level data is the critical resource needed for understanding
                     cross-platform media consumers and enabling multi-platform
                     audience unification.




A Manifesto for the Future of Digital Media Measurement & Analytics                  13
4
     Holistic reporting should provide a
     unified, platform-agnostic view of
     consumer behavior




14                                BRAVE NEW DIGITAL WORLD
ISSUE        Today’s multi-platform media consumers don’t distinguish
                     between the devices they use so much as being concerned
                     about which content they are consuming. Media companies
                     and advertisers understandably desire a similar view of the
                     world – one in which a comprehensive view of the total
                     number of consumers interacting with specific content
                     can be quantified independent of the platform being used.
                     However, in order for existing media measurement solutions
                     to accurately reflect this new paradigm with essential metrics
                     such as unduplicated audience size, a fundamentally new
                     measurement approach is required.

                     Holistic audience reporting requires advanced methods for
  SOLUTION
                     de-duplicating audiences interacting across multiple platforms.
                     comScore recognized this unique challenge and developed
                     several new techniques to overcome this difficult, but critical,
                     challenge to delivering a true multi-platform measurement
                     solution. The richness of the comScore Census Network that
                     can identify the device being used was leveraged to quantify
                     cross-platform overlap at a very granular level, providing the key
                     to unlocking the essential de-duplication factors. The resulting
                     product, Media Metrix® Multi-Platform, delivers a multi-platform
                     view of audiences that not only better reflects the state of
                     digital media today, but also enables optimal media allocations
                     and improved decision-making for digital businesses.




A Manifesto for the Future of Digital Media Measurement & Analytics                 15
5
     Viewable impressions are the
     standard needed for true cross-media
     comparability




16                              BRAVE NEW DIGITAL WORLD
ISSUE        TV advertising remains the standard with respect to branding
                     advertising, and it is clear that growth in digital advertising has
                     been held back in part because it does not meet the standards
                     of TV’s audience guarantees. While every TV viewer has the
                     ‘opportunity to see’ an ad delivered to an active TV screen,
                     many web ads that are served often fall below the viewable
                     pane of the screen and are, by definition, wasted. Several
                     2012 comScore studies across global geographies revealed
                     that between 3 and 4 in every 10 served ad impressions are
                     never delivered with an opportunity to be seen. As a result,
                     when measured by market mix models, digital advertising has
                     often not compared favorably to other media in terms of its
                     sales impact, thereby discouraging incremental investment
                     from advertisers.


  SOLUTION           Adopting a viewable impression standard for digital advertising,
                     which has been advocated and codified by the Making
                     Measurement Make Sense (3MS) initiative, facilitates cross-
                     media comparability by enabling apples-to-apples comparison
                     of ads based on the viewer having an opportunity to see. Using
                     this standard ensures digital ads receive credit for the impact
                     they actually deliver by removing the dilutive effects of the
                     non-viewable impressions. Moving toward such a standard
                     will help make digital ads more relevant in the context of a
                     multi-platform campaign strategy while guaranteeing cross-
                     media comparability. If programmatic buying exerts downward
                     pressure on CPMs, viewability serves as an important variable
                     to enable the proper valuation of inventory.




A Manifesto for the Future of Digital Media Measurement & Analytics                   17
6
     Common metrics should be used to
     facilitate multi-platform planning and
     optimization




18                                 BRAVE NEW DIGITAL WORLD
ISSUE        While traditional media buying and planning communities have
                     long relied upon metrics such as reach/frequency, GRPs and
                     TRPs, these metrics need to be available on a multi-platform
                     level. The lack of a consistent measurement framework has
                     been partially responsible for the organizational divide that
                     often exists between the digital and traditional media arms
                     of agencies and media companies. These silos are also
                     sometimes the manifestations of organizational inefficiency
                     that inhibit the planning and execution of a cohesive multi-
                     platform media strategy. Without a coordinated media plan,
                     cross-platform synergies cannot be realized and allocations
                     cannot be optimized.


  SOLUTION           The opportunity to bring traditional and digital media into
                     greater organizational alignment can be achieved through
                     the adoption of a similar metrics framework, which begins
                     with the recognition that reach/frequency, GRPs and TRPs
                     should function as a backbone for multi-platform planning
                     and analysis. At the same time, supplemental metrics that
                     are meaningful for campaign analysis should be factored
                     into the equation where applicable, particularly when these
                     metrics can be applied across measured media. Validated
                     digital impressions, for example, can enhance multi-platform
                     consistency, while behavioral segmentations can supplement
                     demographics to improve audience targeting across platforms.
                     When insightful metrics cannot be applied across platforms,
                     they should still be leveraged to optimize and inform strategy
                     within that medium so long as they are not used in isolation
                     from the relevant multi-platform metrics.




A Manifesto for the Future of Digital Media Measurement & Analytics              19
7
     Measurement of ad effectiveness should
     use metrics that matter, not just those
     that are easy to measure




20                               BRAVE NEW DIGITAL WORLD
ISSUE        Click-through rates, which are exceedingly easy to measure,
                     have historically functioned as the primary metric in display ad
                     campaign evaluation. However, this metric does not accurately
                     reflecting true campaign effectiveness and in most cases
                     should not be used. But in the absence of more meaningful
                     metrics that are also easy to measure, CTRs will likely continue
                     to be used by some media planners and researchers to
                     evaluate campaigns. The unfortunate result of this approach is
                     making decisions based on data that are at best, incomplete,
                     and at worst, misleading.


  SOLUTION           Several comScore innovations in the world of digital ad
                     measurement are paving the way for a future world of
                     evaluation based on meaningful metrics. To begin, comScore
                     research has shown that the click on a display ad bears no
                     relationship to the effectiveness of that ad. Next is the current
                     shift towards a viewable/validated impression standard,
                     which begins by removing from consideration the significant
                     percentage of digital ads that are not in view and which have
                     no ability to deliver the desired impact. Finally, more relevant
                     measures of the effectiveness of digital ad campaigns are now
                     available on a timely basis, including ad recall, awareness,
                     purchase intent and actual sales lift.




A Manifesto for the Future of Digital Media Measurement & Analytics                 21
8
     End-to-end advertising analytics
     should speak the same language




22                               BRAVE NEW DIGITAL WORLD
ISSUE        The end-to-end digital campaign measurement and analytics
                     process of pre-campaign planning, in-flight optimization and
                     post-campaign evaluation often leaves a lot to be desired
                     in terms of implementation and ease of use. A process
                     that should be simple and streamlined tends to begin with
                     the implementation of several tags for multiple third-party
                     measurement providers, a process that frequently results in
                     implementation errors that can jeopardize measurement for
                     the entire campaign. Even when tags are implemented without
                     a hitch, the optimization and evaluation process is often
                     unnecessarily complex because of the varying reporting metrics
                     that are based on different measurement methodologies.
                     Effective campaign management requires simplicity and
                     seamlessness, but the reality is often far from this ideal.


  SOLUTION           When all metrics used in this end-to-end process speak the
                     same language, it is easier to align and optimize campaigns
                     during every step of the process for all stakeholders in the value
                     chain – from data exchanges to ad networks to agencies and
                     researchers. Such consistency enables seamless translation
                     of performance metrics, facilitates optimization, speeds up the
                     feedback loop, and ultimately delivers more efficient, higher
                     performing campaigns. comScore has also radically simplified
                     this process through the use of a single campaign tag, which
                     can be deployed once and be used across platforms and
                     content types to inform every phase of the campaign, reducing
                     both website latency and the reporting error associated with the
                     use of multiple tags. Easy implementation and easy to interpret
                     results means campaign managers can actually focus their
                     energy on the strategic insights that will maximize effectiveness.


A Manifesto for the Future of Digital Media Measurement & Analytics                 23
9
     Measurement must evolve towards
     real-time – and eventually predictive –
     analytics




24                                BRAVE NEW DIGITAL WORLD
ISSUE        Digital media planning has historically focused on backward
                     looking data of past months’ trends, and while this data
                     provides valuable context for allocating media, it does not
                     help optimize value while a campaign is in-flight. Similarly,
                     traditional campaign evaluation methods have been conducted
                     on a post-buy basis following the campaign’s execution. While
                     these methods certainly provide significant value beyond a
                     simple spray-and-pray approach, it’s obvious they leave value
                     on the table absent a real-time course correction mechanism.


  SOLUTION           The introduction of real-time advertising analytics enables
                     planners to adjust campaigns on the fly to ensure they are
                     efficiently and effectively hitting their targets. This immediate
                     feedback loop can help eliminate advertising waste that occurs
                     in-flight and significantly improve campaign performance.
                     Eventually, advertising analytics have the potential to get even
                     smarter and deliver predictive value so that campaigns can
                     be better optimized on the front-end, which can eliminate the
                     inevitable waste that occurs at the beginning of the campaign
                     before the media plan has been fully optimized through the
                     initial feedback loop.




A Manifesto for the Future of Digital Media Measurement & Analytics                25
10
     Data should have a common global
     framework, but provide local insight




26                                BRAVE NEW DIGITAL WORLD
ISSUE        Marketers, agencies and publishers are increasingly
                     multinational, but geographic borders often mean varying
                     standards and ways of conducting business. In Europe,
                     for example, numerous markets operate a Joint Industry
                     Committee that determines the market standard for web
                     measurement in a local jurisdiction. While operating within the
                     local framework can certainly be in the best interests of the
                     growth and development of the individual market, it can also
                     create inefficiencies for global marketing executives attempting
                     to optimize their marketing expenditure and make efficient
                     allocations across markets. Without a common lexicon across
                     markets, the ability to apply a universal framework for making
                     these decisions may be limited.

  SOLUTION           In order to successfully traverse these geographic divides, a
                     consistent measurement framework across markets can help
                     facilitate cross-market planning and evaluation and encourage
                     the continued growth and development of the global digital
                     economy. In addition to our digital leadership position in the
                     U.S., comScore has already been selected as the digital
                     measurement partner in the United Kingdom, the Netherlands
                     and Spain, in large part due to the strength of the UDM
                     methodology. Our aim is that as we continue to forge these
                     partnerships leveraging consistent measurement principles,
                     greater uniformity across markets will provide a meaningful
                     infrastructure for the global digital advertising economy while
                     also encouraging the growth of individual markets.




A Manifesto for the Future of Digital Media Measurement & Analytics               27
BRAVE NEW DIGITAL WORLD
Winning in the Brave New Digital World




A Manifesto for the Future of Digital Media Measurement & Analytics   29
As our industry navigates this brave new digital
     world, it must embrace the change that comes
     with this paradigm shift if companies are not
     just to survive but to thrive. The growing ubiquity
     of digital media platforms represents perhaps
     the greatest moment of value expansion this
     industry has ever seen; but the realization of this
     value may not be easy and there will be winners
     and losers along the way.




30                                 BRAVE NEW DIGITAL WORLD
We are already beginning to see leaders emerge because
                     they are confronting the new reality and not holding onto the
                     comforts of the past. Amazon expanded its comfort zone by
                     getting into the hardware business with the Kindle, which
                     has helped the company extend its platform presence and
                     evolve towards a future where most content is digital. Google
                     shrewdly developed the Android operating system, which is
                     not only the strong leader among smartphone platforms but
                     has also made huge strides in the tablet market. Facebook
                     has embraced its strength as a mobile content leader by
                     building a $1 billion mobile advertising business from scratch
                     in less than a year. NBC recognized that while live TV may
                     still be the king of all media channels it must be supplemented
                     with an effective multi-platform approach, a strategy that it
                     successfully implemented for the 2012 London Olympics.
                     These, and other leading companies, have recognized that the
                     media world is changing rapidly and that they must point their
                     business strategies towards the future.

                     comScore also understands this new reality and wants to
                     ensure that our clients are on the right side of this ledger. By
                     setting forth this vision for the future of digital measurement
                     and analytics, we hope to build consensus around the
                     methods that will help our industry evolve. A prosperous
                     future for media requires a metrics infrastructure built on
                     fast, accurate, granular and actionable data. comScore
                     will continue to fulfill these needs in the marketplace as we
                     innovate towards a better tomorrow.




A Manifesto for the Future of Digital Media Measurement & Analytics                     31
To learn more about how multi-platform can transform your
Audience, Advertising and Digital Business Analytics, visit
www.comScore.com or follow us at @comscore.




                                     BRAVE NEW DIGITAL WORLD
A Manifesto for the Future of Digital Media Measurement & Analytics
learnmore@comscore.com   www.comscore.com   © 2012 comScore, Inc.

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Measuring Media in a Multi-Platform World

  • 1. Brave New Digital World A Manifesto for the Future of Digital Media Measurement & Analytics
  • 2. 2 ABRAVE NEW DIGITAL WORLD Media Me Manifesto for the Future of Digital
  • 3. Entering the Brave New Digital World easurement & Analytics for the Future of Digital Media 1 A Manifesto Measurement & Analytics
  • 4. We are entering the dawn of a brave new digital world. Media fragmentation is occurring at light- speed in today’s multi-platform environment, which features not only TVs and computers, but smartphones, tablets, gaming platforms and a seemingly ever-increasing number of emerging devices. This new paradigm offers consumers a seamless digital experience that can easily traverse platforms, locations and temporal constraints so that content can be experienced anytime and anyplace. And as the average consumer’s screen time expands to fill in many of these available gaps throughout the day, there are more opportunities than ever before for marketers to reach and engage. 2 BRAVE NEW DIGITAL WORLD
  • 5. Another significant trend is that consumers are quickly becoming platform agnostic in their digital media consumption, which comScore refers to as “the rise of the Digital Omnivore.” Consumers today can begin watching a movie at home on their TV, continue watching it on their smartphone on the way to work, and finish watching it in bed at night on their tablet. It’s the pinnacle of convenience for consumers, but an utter headache from an audience measurement and advertising analytics standpoint. And if these behavioral trends weren’t already causing enough problems in terms of measuring audiences, recent innovations in the digital ad ecosystem have made it more complex than ever. A crowded value chain of ad servers, networks, and exchanges now resides between advertisers and media companies, and while campaign delivery may be getting more efficient and effective from an audience targeting standpoint it is also becoming less transparent as advertisers lose control over where their ads are appearing. In addition, more than 3 out of every 10 digital ads being delivered never have an opportunity to be seen, which depresses campaign performance and gives advertisers pause in investing more heavily in the medium. A Manifesto for the Future of Digital Media Measurement & Analytics 3
  • 6. And so, today, many business sit perched atop a precarious divide, some looking back and longing for the good old days of the classic web and others ready to embrace both the challenges and opportunities of a brave new digital world. Forcing oneself to look forward and confront the future may cause some initial angst, but it can no longer be ignored. This new reality is upon us: already nearly 15% of all web traffic now occurs beyond PCs, and this number is accelerating with each passing month. 100% 98% 96% 94% 92% 90% 88% 86% 84% 82% 80% Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2011 2012 OTHER TABLET SMARTPHONE PC 4 BRAVE NEW DIGITAL WORLD
  • 7. This curve’s trajectory serves as a stark reminder that if businesses don’t adapt, they may not live to see tomorrow. Not to strike an unnecessarily ominous tone, but this storyline has played out before with many substantial businesses of the past few decades having recently declared bankruptcy due to the disruptive impact of the internet and e-commerce. For businesses that don’t want to be relegated to a similar fate, now is the time to embrace the future of digital measurement and analytics to prepare for the brave new digital world. Here is comScore’s vision for how to get there. A Manifesto for the Future of Digital Media Measurement & Analytics 5
  • 8. 6 BRAVE NEW DIGITAL WORLD
  • 9. 10 Principles for the Future of Digital Media Measurement & Analytics A Manifesto for the Future of Digital Media Measurement & Analytics 7
  • 10. 1 All media – including TV – are going digital; measurement must follow the same path 8 BRAVE NEW DIGITAL WORLD
  • 11. ISSUE Traditional media measurement methods, such as the purely panel-based approach used in TV measurement, are no longer sufficient to measure audiences in today’s multi-platform world. While a panel can be used to develop a credible view of a particular individual medium, using this approach alone has substantial limitations that result in a silo’ed view of the digital universe when multiple media are involved. Development of a single-source panel large enough to de- duplicate audiences across the multiple platforms that exist today is simply not feasible. A truly holistic view of digital media consumption – inclusive SOLUTION of TV, desktop computers, smartphones and tablets – requires census-level digital data as a critical input to binding together different media platforms into a unified view of the digital consumer. While panels will remain critical for informing person-based estimates, it is the digital census data that holds the key to understanding the cross-platform audience overlap needed to accurately and effectively synthesize channels into a multi-platform view. comScore’s innovative approach to this problem has created the industry’s first-ever unduplicated multi-platform measurement system that successfully traverses four different screens. A Manifesto for the Future of Digital Media Measurement & Analytics 9
  • 12. 2 Measurement must translate from pixels to people 10 BRAVE NEW DIGITAL WORLD
  • 13. ISSUE Census-level digital data represents a robust and ever- growing information source, but in order to be meaningful to marketers it must be translated into the behaviors of actual people. A marketer’s objective is to reach people – not screens – in order to build awareness of their products, generate demand, and ultimately drive sales. Progress against these objectives can only be understood through the lens of consumer behavior, which server-centric metrics like ad impressions or cookie counts alone do not sufficiently address. comScore has demonstrated leadership over the years as SOLUTION pioneers of new methodological approaches to translate big data into meaningful measurement of consumers. comScore’s Unified Digital Measurement (UDM) methodology, which combines the best of panel and digital census measurement techniques, leverages the detail and granularity of census- based data along with comScore’s global person panel to produce best-in-class audience estimates. With more than 90% of the Top 100 U.S. media publishers having adopted comScore’s measurement approach, UDM has clearly established a new basis by which digital audiences are measured today. These proprietary comScore methods are now being expanded to solve new challenges, such as multi- platform audience measurement and advertising analytics. A Manifesto for the Future of Digital Media Measurement & Analytics 11
  • 14. 3 Multi-Platform measurement must integrate census-level digital data sources to deliver reporting at big data scale 12 BRAVE NEW DIGITAL WORLD
  • 15. ISSUE Sample-based measurement methods that employ tens of thousands of panelists are typically effective at reporting large scale media behaviors, such as viewership of broadcast network television. But today’s media environment is no longer dominated by a few large media players; rather it features many media companies in a highly fragmented media environment that covers multiple platforms. These media entities often fall below the reporting threshold of traditional sample-based methods, or the data cannot be reported at a meaningful level of granularity to deliver actionable insights. With all the big data assets currently at our collective disposal, the analog measurement approach that uses small samples is no longer sufficient. SOLUTION Census-level digital data is an increasingly rich and abundant resource that can be used in conjunction with sample-based methods to provide a more meaningful view of multi-platform digital media consumption. Through the comScore Census Network™, more than 1.4 trillion digital interaction events are now collected every month across millions of digital media entities. This digital census data provides granularity that is orders of magnitude larger than sample-based collection methods alone, and can be leveraged to not only more accurately quantify behavior but also unearth the detailed insights needed by marketers today. Importantly, census- level data is the critical resource needed for understanding cross-platform media consumers and enabling multi-platform audience unification. A Manifesto for the Future of Digital Media Measurement & Analytics 13
  • 16. 4 Holistic reporting should provide a unified, platform-agnostic view of consumer behavior 14 BRAVE NEW DIGITAL WORLD
  • 17. ISSUE Today’s multi-platform media consumers don’t distinguish between the devices they use so much as being concerned about which content they are consuming. Media companies and advertisers understandably desire a similar view of the world – one in which a comprehensive view of the total number of consumers interacting with specific content can be quantified independent of the platform being used. However, in order for existing media measurement solutions to accurately reflect this new paradigm with essential metrics such as unduplicated audience size, a fundamentally new measurement approach is required. Holistic audience reporting requires advanced methods for SOLUTION de-duplicating audiences interacting across multiple platforms. comScore recognized this unique challenge and developed several new techniques to overcome this difficult, but critical, challenge to delivering a true multi-platform measurement solution. The richness of the comScore Census Network that can identify the device being used was leveraged to quantify cross-platform overlap at a very granular level, providing the key to unlocking the essential de-duplication factors. The resulting product, Media Metrix® Multi-Platform, delivers a multi-platform view of audiences that not only better reflects the state of digital media today, but also enables optimal media allocations and improved decision-making for digital businesses. A Manifesto for the Future of Digital Media Measurement & Analytics 15
  • 18. 5 Viewable impressions are the standard needed for true cross-media comparability 16 BRAVE NEW DIGITAL WORLD
  • 19. ISSUE TV advertising remains the standard with respect to branding advertising, and it is clear that growth in digital advertising has been held back in part because it does not meet the standards of TV’s audience guarantees. While every TV viewer has the ‘opportunity to see’ an ad delivered to an active TV screen, many web ads that are served often fall below the viewable pane of the screen and are, by definition, wasted. Several 2012 comScore studies across global geographies revealed that between 3 and 4 in every 10 served ad impressions are never delivered with an opportunity to be seen. As a result, when measured by market mix models, digital advertising has often not compared favorably to other media in terms of its sales impact, thereby discouraging incremental investment from advertisers. SOLUTION Adopting a viewable impression standard for digital advertising, which has been advocated and codified by the Making Measurement Make Sense (3MS) initiative, facilitates cross- media comparability by enabling apples-to-apples comparison of ads based on the viewer having an opportunity to see. Using this standard ensures digital ads receive credit for the impact they actually deliver by removing the dilutive effects of the non-viewable impressions. Moving toward such a standard will help make digital ads more relevant in the context of a multi-platform campaign strategy while guaranteeing cross- media comparability. If programmatic buying exerts downward pressure on CPMs, viewability serves as an important variable to enable the proper valuation of inventory. A Manifesto for the Future of Digital Media Measurement & Analytics 17
  • 20. 6 Common metrics should be used to facilitate multi-platform planning and optimization 18 BRAVE NEW DIGITAL WORLD
  • 21. ISSUE While traditional media buying and planning communities have long relied upon metrics such as reach/frequency, GRPs and TRPs, these metrics need to be available on a multi-platform level. The lack of a consistent measurement framework has been partially responsible for the organizational divide that often exists between the digital and traditional media arms of agencies and media companies. These silos are also sometimes the manifestations of organizational inefficiency that inhibit the planning and execution of a cohesive multi- platform media strategy. Without a coordinated media plan, cross-platform synergies cannot be realized and allocations cannot be optimized. SOLUTION The opportunity to bring traditional and digital media into greater organizational alignment can be achieved through the adoption of a similar metrics framework, which begins with the recognition that reach/frequency, GRPs and TRPs should function as a backbone for multi-platform planning and analysis. At the same time, supplemental metrics that are meaningful for campaign analysis should be factored into the equation where applicable, particularly when these metrics can be applied across measured media. Validated digital impressions, for example, can enhance multi-platform consistency, while behavioral segmentations can supplement demographics to improve audience targeting across platforms. When insightful metrics cannot be applied across platforms, they should still be leveraged to optimize and inform strategy within that medium so long as they are not used in isolation from the relevant multi-platform metrics. A Manifesto for the Future of Digital Media Measurement & Analytics 19
  • 22. 7 Measurement of ad effectiveness should use metrics that matter, not just those that are easy to measure 20 BRAVE NEW DIGITAL WORLD
  • 23. ISSUE Click-through rates, which are exceedingly easy to measure, have historically functioned as the primary metric in display ad campaign evaluation. However, this metric does not accurately reflecting true campaign effectiveness and in most cases should not be used. But in the absence of more meaningful metrics that are also easy to measure, CTRs will likely continue to be used by some media planners and researchers to evaluate campaigns. The unfortunate result of this approach is making decisions based on data that are at best, incomplete, and at worst, misleading. SOLUTION Several comScore innovations in the world of digital ad measurement are paving the way for a future world of evaluation based on meaningful metrics. To begin, comScore research has shown that the click on a display ad bears no relationship to the effectiveness of that ad. Next is the current shift towards a viewable/validated impression standard, which begins by removing from consideration the significant percentage of digital ads that are not in view and which have no ability to deliver the desired impact. Finally, more relevant measures of the effectiveness of digital ad campaigns are now available on a timely basis, including ad recall, awareness, purchase intent and actual sales lift. A Manifesto for the Future of Digital Media Measurement & Analytics 21
  • 24. 8 End-to-end advertising analytics should speak the same language 22 BRAVE NEW DIGITAL WORLD
  • 25. ISSUE The end-to-end digital campaign measurement and analytics process of pre-campaign planning, in-flight optimization and post-campaign evaluation often leaves a lot to be desired in terms of implementation and ease of use. A process that should be simple and streamlined tends to begin with the implementation of several tags for multiple third-party measurement providers, a process that frequently results in implementation errors that can jeopardize measurement for the entire campaign. Even when tags are implemented without a hitch, the optimization and evaluation process is often unnecessarily complex because of the varying reporting metrics that are based on different measurement methodologies. Effective campaign management requires simplicity and seamlessness, but the reality is often far from this ideal. SOLUTION When all metrics used in this end-to-end process speak the same language, it is easier to align and optimize campaigns during every step of the process for all stakeholders in the value chain – from data exchanges to ad networks to agencies and researchers. Such consistency enables seamless translation of performance metrics, facilitates optimization, speeds up the feedback loop, and ultimately delivers more efficient, higher performing campaigns. comScore has also radically simplified this process through the use of a single campaign tag, which can be deployed once and be used across platforms and content types to inform every phase of the campaign, reducing both website latency and the reporting error associated with the use of multiple tags. Easy implementation and easy to interpret results means campaign managers can actually focus their energy on the strategic insights that will maximize effectiveness. A Manifesto for the Future of Digital Media Measurement & Analytics 23
  • 26. 9 Measurement must evolve towards real-time – and eventually predictive – analytics 24 BRAVE NEW DIGITAL WORLD
  • 27. ISSUE Digital media planning has historically focused on backward looking data of past months’ trends, and while this data provides valuable context for allocating media, it does not help optimize value while a campaign is in-flight. Similarly, traditional campaign evaluation methods have been conducted on a post-buy basis following the campaign’s execution. While these methods certainly provide significant value beyond a simple spray-and-pray approach, it’s obvious they leave value on the table absent a real-time course correction mechanism. SOLUTION The introduction of real-time advertising analytics enables planners to adjust campaigns on the fly to ensure they are efficiently and effectively hitting their targets. This immediate feedback loop can help eliminate advertising waste that occurs in-flight and significantly improve campaign performance. Eventually, advertising analytics have the potential to get even smarter and deliver predictive value so that campaigns can be better optimized on the front-end, which can eliminate the inevitable waste that occurs at the beginning of the campaign before the media plan has been fully optimized through the initial feedback loop. A Manifesto for the Future of Digital Media Measurement & Analytics 25
  • 28. 10 Data should have a common global framework, but provide local insight 26 BRAVE NEW DIGITAL WORLD
  • 29. ISSUE Marketers, agencies and publishers are increasingly multinational, but geographic borders often mean varying standards and ways of conducting business. In Europe, for example, numerous markets operate a Joint Industry Committee that determines the market standard for web measurement in a local jurisdiction. While operating within the local framework can certainly be in the best interests of the growth and development of the individual market, it can also create inefficiencies for global marketing executives attempting to optimize their marketing expenditure and make efficient allocations across markets. Without a common lexicon across markets, the ability to apply a universal framework for making these decisions may be limited. SOLUTION In order to successfully traverse these geographic divides, a consistent measurement framework across markets can help facilitate cross-market planning and evaluation and encourage the continued growth and development of the global digital economy. In addition to our digital leadership position in the U.S., comScore has already been selected as the digital measurement partner in the United Kingdom, the Netherlands and Spain, in large part due to the strength of the UDM methodology. Our aim is that as we continue to forge these partnerships leveraging consistent measurement principles, greater uniformity across markets will provide a meaningful infrastructure for the global digital advertising economy while also encouraging the growth of individual markets. A Manifesto for the Future of Digital Media Measurement & Analytics 27
  • 31. Winning in the Brave New Digital World A Manifesto for the Future of Digital Media Measurement & Analytics 29
  • 32. As our industry navigates this brave new digital world, it must embrace the change that comes with this paradigm shift if companies are not just to survive but to thrive. The growing ubiquity of digital media platforms represents perhaps the greatest moment of value expansion this industry has ever seen; but the realization of this value may not be easy and there will be winners and losers along the way. 30 BRAVE NEW DIGITAL WORLD
  • 33. We are already beginning to see leaders emerge because they are confronting the new reality and not holding onto the comforts of the past. Amazon expanded its comfort zone by getting into the hardware business with the Kindle, which has helped the company extend its platform presence and evolve towards a future where most content is digital. Google shrewdly developed the Android operating system, which is not only the strong leader among smartphone platforms but has also made huge strides in the tablet market. Facebook has embraced its strength as a mobile content leader by building a $1 billion mobile advertising business from scratch in less than a year. NBC recognized that while live TV may still be the king of all media channels it must be supplemented with an effective multi-platform approach, a strategy that it successfully implemented for the 2012 London Olympics. These, and other leading companies, have recognized that the media world is changing rapidly and that they must point their business strategies towards the future. comScore also understands this new reality and wants to ensure that our clients are on the right side of this ledger. By setting forth this vision for the future of digital measurement and analytics, we hope to build consensus around the methods that will help our industry evolve. A prosperous future for media requires a metrics infrastructure built on fast, accurate, granular and actionable data. comScore will continue to fulfill these needs in the marketplace as we innovate towards a better tomorrow. A Manifesto for the Future of Digital Media Measurement & Analytics 31
  • 34. To learn more about how multi-platform can transform your Audience, Advertising and Digital Business Analytics, visit www.comScore.com or follow us at @comscore. BRAVE NEW DIGITAL WORLD
  • 35. A Manifesto for the Future of Digital Media Measurement & Analytics
  • 36. learnmore@comscore.com www.comscore.com © 2012 comScore, Inc.