1. © comScore, Inc. Proprietary.
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The Next Generation of Media
Measurement
How better metrics enable online branding in the UK
PAUL GOODE, SVP REGIONAL MARKETING

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AD SPEND in UK

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£6.3bn
IAB UK: THE UK DIGITAL MEDIA MIX (% SHARE OF REVENUES 2013)
55%
Full year 2013 total
Paid for search
Source: IAB / PwC digital adspend full year 2013
30%Display
14%Classified
Category 2012 Share
Search 57%
Display 27%
Classified 15%
1%Other

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£1,862m
IAB UK: BANNERS + EMBEDDED FORMATS + VIDEO = 92% OF DIGITAL DISPLAY
52%
Full year 2013 display totalBanners £962m
Other 1% – £23m
Interruptive formats 1% – £16m
Tenancies 1% – £12m
Dedicated tablet 2% – £34m
Sponsorship 3% – £57m
Online video 17% – £325m
Banner in social 23% – £433m
Source: IAB / PwC digital adspend full year 2013

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£1.031bn
Source: IAB / PwC digital adspend full year 2013
IAB UK: MOBILE AD SPEND
TOTAL MOBILE MARKET
2013
£528.5m
TOTAL MOBILE MARKET 2012

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IAB UK: BRAND ADVERTISING ONLINE IS 17% OF TOTAL
2009 2010 2011 2012 2013
10%
12% 12%
13%
14% 14% 14%
15% 15%
17%
Source: IAB estimate based on IAB / PwC digital adspend full year 2013
H1
H2 H1
H2
H1 H2 H1
H2 H1
H2

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INGREDIENTS OF DIGITAL SUCCESS IN THE UK
1. Deregulated markets & competition in internet access & mobile
2. English speaking, European HQ for us internet & media companies, size/GDP
3. London - media & advertising hub, attracting global talent
4. No ads on BBC TV. Number of TV ads limited on commercial channels
5. Openness, IAB UK, media measurement, desire to learn what is next

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EVOLUTION OF DIGITAL MEDIA

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Publisher
BRAND PERFORMANCE
Advertiser
Agency
Advertiser
Publisher
Publisher
CHAPTER 1: MEDIA BUYS PLANNED ON KNOWN PUBLISHERS;
SEDUCTIVE POWER OF THE CLICK
AD SERVER
TRADING
CURRENCY

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PLANNING
CURRENCY
CHAPTER 2: PLANNING TOOLS REPORT PEOPLE & MORE SITES.
NOT ALIGNED TO TRADING CURRENCY
Publisher
Advertiser
Agency
Advertiser
Publisher
Publisher
BRAND PERFORMANCE
AD SERVER
TRADING
CURRENCY

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NETWORKS&
EXCHANGES
?
CHAPTER 3: AD NETWORKS/EXCHANGES LOSS OF CONTROL ON WHERE
ADS RUN. CONTENT MATTERS
PLANNING
CURRENCY
Publisher
Advertiser
Agency
Advertiser
Publisher
Publisher
BRAND PERFORMANCE
AD SERVER
TRADING
CURRENCY

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Programmatic &
1st & 3rd PARTY
DATA
CHAPTER 4: PROGRAMMATIC + DATA OFFER PROMISE TO BUY
AUDIENCES, NOT MEDIA PROXIES
NETWORKS&
EXCHANGES
PLANNING
CURRENCY
Publisher
Advertiser
Agency
Advertiser
Publisher
Publisher
BRAND PERFORMANCE
AD SERVER
TRADING
CURRENCY

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TV GRPs
PRINT GRPs
DIGITAL vGRPs
CHAPTER 5: PERSON-BASED TRADING METRICS WITH VIEWABILITY
AND AUDIENCE GUARANTEES
Publisher
Advertiser
Agency
Advertiser
Publisher
Publisher
BRAND PERFORMANCE

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TV
PRINT
DIGITAL
CHAPTER 6: CROSS MEDIA ALIGNMENT WITH COMPREHENSIVE
MARKETING MIX MODELS
Publisher
Advertiser
Agency
Advertiser
Publisher
Publisher
BRAND PERFORMANCE

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Global Advertisers drive move to Viewability & Audience Guarantees.
Download at
www.comscore.com/bestpractices
“Making Measurement
Make Sense”
Driving the move from trading on Served
Impressions to Person-based Metrics

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“At Kellogg’s we have tripled our digital
marketing spend over the past few years…
One of the key factors justifying this shift is
the ability to measure every impression –
from viewability to targeting effectiveness”
Matt Pritchard, European Digital Director at Kellogg Company

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FROM PLATFORMS TO PEOPLE:
BETTER DIGITAL PLANNING in UK

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MULTI-PLATFORM
MAJORITY69% =
Source: comScore MMX Multi-Platform - % of Total Digital Population using more than one platform out of Computer, Phone or Tablet

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NEW DEVICES = NEW DIGITAL TIME. PEAK PC
Source: comScore MMX MP
Feb 2012 Feb 2014
AVERAGE PC MINS / USER
AVERAGE PC MINS / USER
AVERAGE TOTAL DIGITAL
POPULATION MINS / USER

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Demographics
BEST AVAILABLE SCREEN?

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time/place
emotional
/ rational
content
Demographics
BEST AVAILABLE SCREEN?

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Demographics
BEST AVAILABLE SCREEN?

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BEST SCREEN FOR CAR BRAND WITH YOUNG MOBILE AUDIENCE?
TOPGEAR PC
TOPGEAR MOBILE / TABLET
GUMTREE (CARS, VANS, MOTORBIKES) PC
GUMTREE
(C,V,M)
MOBILE / TABLET
AUTOTRADER PC
AUTOTRADER MOBILE / TABLET
Platform % Split
Source: comScore MMX MP
5,855
2,187
760
Total Digital
Population (000s)

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BEST SCREEN FOR CAR BRAND WITH YOUNG MOBILE AUDIENCE?
TOPGEAR PC
TOPGEAR MOBILE / TABLET
GUMTREE (CARS, VANS, MOTORBIKES) PC
GUMTREE
(C,V,M)
MOBILE / TABLET
AUTOTRADER PC
AUTOTRADER MOBILE / TABLET
Platform % Split
108
120
81
89
114
157
Men 25-55yr
Index
102
105
156
129
100
42
Women 25-55yr
Index
Source: comScore MMX MP

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time/place
emotional
/ rational
content
Demographics
BEST AVAILABLE SCREEN?

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MOBILE FIRST AND MOBILE LAST – ALL CONTENT CATEGORIES
Source: comScore Device Essentials

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WEATHER
Source: comScore Device Essentials

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RETAIL
Source: comScore Device Essentials

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RETAIL: THE BEST DEVICE FOR THE JOB?
0%
10%
20%
30%
40%
50%
50% 60% 70% 80% 90% 100%
AMAZON
EBAY
M&S
CAMELOT
JOHN LEWIS
TRAINLINE
GROUPON
PC LEGACY
MULTI-PLATFORM
MAJORITY
MOBILE
ENABLEMENT
JD SPORTS
PC % vs. total digital population
Mobile%vs.totaldigitalpopulation
Source: comScore MMX MP
BUBBLES REPRESENT % OF
MULTI-PLATFORM OVERLAP

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time/place
emotional
/ rational
content
Demographics
BEST AVAILABLE SCREEN?

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COMFORT LEVELS: INDEX OF MOBILE-ONLY UPLIFT
WebMD Health Indeed (Jobs) Barclays Bank Direct.gov.ukFirst Direct
100 index
Source: comScore MMX MP

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Peak hour for browsing
on all platforms combined is…
RATIONAL VS ASPIRATIONAL
0009
banking
0012
newspapers
0021
travel
Source: comScore Device Essentials

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time/place
emotional
/ rational
content
Demographics
BEST AVAILABLE SCREEN

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NEWS / INFORMATION TRAVEL
WEATHER
+28% +41%
+77%
MAPS
+62%
AUDIENCE UPLIFT VARIES DRAMATICALLY BY CATEGORY
Source: comScore MMX MP

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1. Clicks are at best an incomplete metric and at worst a misleading one.
2. Content that engages consumers can amplify the effect of an ad next to it.
3. Cookie deletion & multi-platform users can create havoc in media planning, execution
and campaign evaluation. Insights into person-based behaviour needed.
4. Advertisers are demanding viewability and audience guarantees to give a trusted
& comparable person-based metric to traditional media.
5. Digital campaigns have the ability to build brands and lift e-commerce and retail
sales, and as in traditional tv advertising, creative plays a critical role.

36. © comScore, Inc. Proprietary.
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PAUL GOODE
SVP REGIONAL MARKETING
pgoode@comscore.com