Mais conteúdo relacionado Semelhante a Panel Discussion: "Multi-Screen Measurement & Strategy" (20) Mais de iMedia Connection (20) Panel Discussion: "Multi-Screen Measurement & Strategy"1. @bryansegal
Bryan Segal
VP
Panel Discussion
“Multi-Screen Measurement & Strategy”
comScore
MODERATOR
Nirmala Bahall
Global Strategy Manager – Media
Innovation
Dell
@nbahall
Tara Hauser-Pope
Senior Connection Planner
The Coca-Cola Company
@thp_tam
Armin Huska
Chief Digital Officer
Mindshare
@arminhuska
2. © comScore, Inc. Proprietary. 2
As of April 2013, we have reached a point where we now have a ‘Multi-
Platform Majority’ among U.S. Internet users
46% 45% 42% 42% 40%
6% 6% 6% 6% 6%
48% 49% 52% 52% 54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013
Multi-Platform
Mobile Only
Desktop Only
Share of Total Digital Population by Platform Usage
Source: comScore Media Metrix Multi-Platform, U.S., Feb-2013 – Jul 2013
3. © comScore, Inc. Proprietary. 3Source: comScore Media Metrix Multi-Platform, June 2013
The Post-PC era begins: More than half of all digital media time in the
U.S. now occurs on mobile platforms.
49%
39%
12%
Desktop
Smartphone
Tablet
4. © comScore, Inc. Proprietary. 4
Online video allows convenient viewing of TV content and
is an incremental audience – it’s not about avoiding ads
7%
13%
25%
38%
57%
71%
Don’t subscribe to cable/don't have a TV
Prefer the online experience
Like to see past episodes
Less ads
Convenience
Missed episode on TV
comScore study sought to answer: why do viewers choose to watch TV
content online? NOT out of ad-avoidance
Main factor is convenience and time-shifting
5. © comScore, Inc. Proprietary. 5
4hr 19min 4hr 28min 5hr
6hr 7min
50 min
59 min
55 min51 min
40 min
47 min
TV Only TV + PC/Laptop
Only
TV + PC/Laptop +
Mobile Only
TV + PC/Laptop +
Mobile + Tablet
More Screens = More Time Spent on Every Device
Source: comScore Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV and
PC but not on Mobile or Tablet, TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all
4 screens.
Average Time Spent Per Day Following Olympics
4hr 19min
5hr 18min
6hr 50min
8hr 29min
TV
Only
TV +
PC/Lap
TV +
PC/Lap +
Mobile
TV +
PC/Lap +
Mobile +
Tablet
Tablet
Mobile
PC/Laptop
TV
6. © comScore, Inc. Proprietary. 6
Optimizing Integrated Multi-Screen Campaigns Report released by
Nielsen