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@comScore @MikeR295 #MPOMMA

The Path to Scarcity
 Mike Rich
@MikeR295
@comScore

1

@comScore @MikeR295 #MPOMMA

 What’s all this talk about scarcity?
 How do we get to scarcity?
 What is an agency/publisher to
do?

2

@comScore @MikeR295 #MPOMMA

June 2012
June 2011
+15%

3 Source: comScore Ad Metrix

@comScore @MikeR295 #MPOMMA

June 2011 June 2012

+35%

-28%
5 Source: comScore Ad Metrix

@comScore @MikeR295 #MPOMMA

Rich
Search Banner Media

6 Source: IAB/PWC

@comScore @MikeR295 #MPOMMA

2010 -$0.64

2011 -$0.11
7 Source: IAB/PWC

@comScore @MikeR295 #MPOMMA

The path to scarcity
Not viewed =
Wo r t h l e s s
Wrong audience =
Overvalued
9

@comScore @MikeR295 #MPOMMA

US EU

Allstate

11

@comScore @MikeR295 #MPOMMA

Over 800,000,000 impressions
12

@comScore @MikeR295 #MPOMMA

Large sites scored better than long-tail sites

77% 74% 70%
61%
66% 63% 61%
55%

US EU

13

@comScore @MikeR295 #MPOMMA

R²=0.0373

14

@comScore @MikeR295 #MPOMMA

Reaction

15

@comScore @MikeR295 #MPOMMA

Image: arindambanerjee / Shutterstock.com 17

@comScore @MikeR295 #MPOMMA

Reassess
and
Revalue
18

@comScore @MikeR295 #MPOMMA

Monthly Imps. CPM Revenue
What’s 500 MM $5 $2.5 MM
happening today 500 MM $2.50 $1.25 MM
1 BN $3.75 MM

Monthly Imps. CPM Revenue
450 MM $5 $2.25 MM
What sellers
250 MM $3 $750 k think will happen
700 MM $3 MM $750,000 loss

Monthly Imps. CPM Revenue
What should 450 MM $6 $2.7MM

actually happen 125 MM $6 $750 k
125 MM $3 $375 k
$75,000 gain
700 MM $3.825MM
19

@comScore @MikeR295 #MPOMMA

Educate
and
Negotiate

20

@comScore @MikeR295 #MPOMMA

Audience Composition Targeting Efficiency

42% 1.41x
of impressions more effective vs. an
hit their primary target… untargeted campaign

21 Source: vCE Norms, Worldwide, All Campaigns as of June 2012

@comScore @MikeR295 #MPOMMA

What’s Next?
• Adapt – quickly!
• Measure viewability
• Focus on the basics

• Educate your teams
• Define reasonable metrics
• Be good partners
22

@comScore @MikeR295 #MPOMMA

• Remove worthless clutter
• Assess true value
• Find fair metrics

Scarcity = Stability = Success

23

@comScore @MikeR295 #MPOMMA

Thank you!
 www.comscore.com/VCE


Mike Rich
mrich@comscore.com
@MikeR295

24

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1. @comScore @MikeR295 #MPOMMA The Path to Scarcity  Mike Rich @MikeR295 @comScore 1

2. @comScore @MikeR295 #MPOMMA  What’s all this talk about scarcity?  How do we get to scarcity?  What is an agency/publisher to do? 2

3. @comScore @MikeR295 #MPOMMA June 2012 June 2011 +15% 3 Source: comScore Ad Metrix

4. @comScore @MikeR295 #MPOMMA 4

5. @comScore @MikeR295 #MPOMMA June 2011 June 2012 +35% -28% 5 Source: comScore Ad Metrix

6. @comScore @MikeR295 #MPOMMA Rich Search Banner Media 6 Source: IAB/PWC

7. @comScore @MikeR295 #MPOMMA 2010 -$0.64 2011 -$0.11 7 Source: IAB/PWC

8. @comScore @MikeR295 #MPOMMA 8

9. @comScore @MikeR295 #MPOMMA The path to scarcity Not viewed = Wo r t h l e s s Wrong audience = Overvalued 9

10. @comScore @MikeR295 #MPOMMA Validated Campaign Essentials vCE Impressions in-view or correct geography brand safety fraud target audience 10

11. @comScore @MikeR295 #MPOMMA US EU Allstate 11

12. @comScore @MikeR295 #MPOMMA Over 800,000,000 impressions 12

13. @comScore @MikeR295 #MPOMMA Large sites scored better than long-tail sites 77% 74% 70% 61% 66% 63% 61% 55% US EU 13

14. @comScore @MikeR295 #MPOMMA R²=0.0373 14

15. @comScore @MikeR295 #MPOMMA Reaction 15

16. @comScore @MikeR295 #MPOMMA 16

17. @comScore @MikeR295 #MPOMMA Image: arindambanerjee / Shutterstock.com 17

18. @comScore @MikeR295 #MPOMMA Reassess and Revalue 18

19. @comScore @MikeR295 #MPOMMA Monthly Imps. CPM Revenue What’s 500 MM $5 $2.5 MM happening today 500 MM $2.50 $1.25 MM 1 BN $3.75 MM Monthly Imps. CPM Revenue 450 MM $5 $2.25 MM What sellers 250 MM $3 $750 k think will happen 700 MM $3 MM $750,000 loss Monthly Imps. CPM Revenue What should 450 MM $6 $2.7MM actually happen 125 MM $6 $750 k 125 MM $3 $375 k $75,000 gain 700 MM $3.825MM 19

20. @comScore @MikeR295 #MPOMMA Educate and Negotiate 20

21. @comScore @MikeR295 #MPOMMA Audience Composition Targeting Efficiency 42% 1.41x of impressions more effective vs. an hit their primary target… untargeted campaign 21 Source: vCE Norms, Worldwide, All Campaigns as of June 2012

22. @comScore @MikeR295 #MPOMMA What’s Next? • Adapt – quickly! • Measure viewability • Focus on the basics • Educate your teams • Define reasonable metrics • Be good partners 22

23. @comScore @MikeR295 #MPOMMA • Remove worthless clutter • Assess true value • Find fair metrics Scarcity = Stability = Success 23

24. @comScore @MikeR295 #MPOMMA Thank you!  www.comscore.com/VCE  Mike Rich mrich@comscore.com @MikeR295 24

1100 omma display mike rich

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