comScore Webit Big Data_OWest Nov 13 (Final)pptx

© comScore, Inc. Proprietary.

Owen West

VP Sales, Emerging Markets

[email protected]

@comScoreEMEA

Big Data Insights

Webit – Istanbul, November 2013

mailto:[email protected]

© comScore, Inc. Proprietary. 2

Agenda

comScore Introduction

Big Data @ comScore

Turning Big Data Into Insight (AKA why you SHOULD care)


We Provide Insights and Actions

We are an Internet technology

company that measures what people

do as they navigate the digital world

And turn that information into

insights and actions for our clients to

maximise the value of their digital

investments


Enabling Insights from Big Data to Take Actions

for Marketers, Agencies, Publishers, Enterprises and Network Operators

comScore Data Global Panel & Census Network

Customer Data Web, Mobile, Video, CRM, etc.

Audience

Analytics Advertising

Analytics

Digital Business

Analytics

Mobile Operator

Analytics

Insight-Focused Applications

Multi-Platform

Measurement Technology / Research

Syndicated, Software

Scalable, Big Data Architecture

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Big Data @ comScore

Our data in perspective


Next frontier for innovation, competition and productivity

Driven by explosion in number of computers and drop in cost:

Smartphone today would’ve been most powerful computer in world in 1985

$600 to buy a disc that can store all of world’s music

92% of world’s data was created in last two years

40% growth in global data per year but only 5% growth in IT

spending

1.5 million data savvy managers needed in U.S. alone

Big Data

Define “Big”

Can’t fit on a single machine

Can’t be managed by one single

technology

Used for purposes beyond those

originally intended

FROM A MARKETER’S

PERSPECTIVE

Available data has outgrown the

abilities of your tools and teams to

extract value from it

FROM A TECH PERSPECTIVE


The amount of data

comScore collects has

increased by 80X in the

last 3 years


11,000 peak global transactions per second

Sources:

• http://blog.visa.com/2011/01/12/visa-transactions-hit-peak-on-dec-23/

• comScore MMX Worldwide Data

• http://abcnews.go.com/Technology/happy-20th-birthday-text-message-now-past-prime/story?id=17864096

How Big is Big?

193,000 global text messages per second

23,300 global page views per second

http://blog.visa.com/2011/01/12/visa-transactions-hit-peak-on-dec-23/














http://abcnews.go.com/Technology/happy-20th-birthday-text-message-now-past-prime/story?id=17864096


















720,000+ digital interactions per second at peak

and growing…

comScore collects more than


We aren’t just “the panel” anymore Worldwide daily records, July ‘09 – Jan ‘13

Panel


Panel

Census

What the hell happened? Worldwide daily records, July ‘09 – Jan ‘13

July 2009

Jan 2013


0

200,000,000,000

400,000,000,000

600,000,000,000

800,000,000,000

1,000,000,000,000

1,200,000,000,000

1,400,000,000,000

1,600,000,000,000

Jul

Aug

Sep

Oct

No

v

De

c

Jan

Feb

Ma

r

Apr

Ma

y

Jun

Jul

Aug

Sep

Oct

No

v

De

c

Jan

Feb

Ma

r

Apr

Ma

y

Jun

Jul

Aug

Sep

Oct

No

v

De

c

Jan

Feb

Ma

r

Apr

Ma

y

Jun

Jul

Aug

Sep

Oct

No

v

De

c

Jan

2009 2010 2011 2012 2013

# o

f re

co

rds

Video

Tagging

Web

Tagging

Ad Tagging

Digital

Analytix®

Ad Visibility Tagging

A.K.A. vCE

An analysis of what happened and when Worldwide records, Jul ‘09 – Jan ‘13

Total records collected in March 2013

1,613,677,836,272 (1.6 Trillion)

Panel

Census


Big Data Examples – Measuring Digital Campaigns


validated Campaign Essentials (vCE)

Quantify incidence of sub-optimal ad delivery across key dimensions…

… to better understand sources of ad waste

in-view correct

geography

brand safety non-human

traffic

target

audience

© comScore, Inc. Proprietary. 16 vCE Charter Study (2012)

Viewability: In-view rates are very low

vCE Benchmarks (2013)

1000’s campaigns, 290 Billion Ad Impressions

Mix of advertisers

Mix of publishers

46% 54%

“Real-World Scenario”

IN-VIEW NOT IN-VIEW


The Above-the-Fold Myth?

Above-the-fold in-view rates ranged from 48% to 100%

source: comScore vCE charter study


Some Below-the-Fold ads

are actually premium inventory.

Below-the-fold in-view ranged from 3% to 67%.

source: comScore vCE charter study


22 of the Top 25

Largest Global Advertisers,

representing 89% of global

ad dollars, are

comScore vCE clients


Big Data Examples – Smartphones & Tablets

© comScore, Inc. Proprietary. 21 Source: comScore Device Essentials

Smartphones and Tablets;

Media fragmentation is the new reality

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

U.S

. T

ota

l D

ev

ice

Ow

ne

rs

140 MILLION

60 MILLION

+13%

Y/Y

+32%

Y/Y


48%

Desktop

Share of Digital Media Time:

Desktop vs. Mobile (Smartphone +Tablet)

52% Mobile

+

Source: comScore Media Metrix & Mobile Metrix, US, April 2013

Smartphones and Tablets ;

account for more than half of time spent online in U.S.


$5.9B spent in Q1 2013;

m-Commerce accounted for 11% of all Retail e-Commerce

Percentage of Retail e-Commerce Dollars Spent via Mobile (Smartphone & Tablet) Source: comScore E-commerce & M-commerce Measurement

$5.9B


Big Data Examples – Multi Platform


43

Multi-platform;

Weather Sites

Feb-2010 Feb-2013

4,169

3,641

Time Spent on Weather Sites

(Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US

-46%

+15%

+385%

3,214

427

1,723

2,073

373 N/A

Desktop consumption of Weather content has declined markedly, but because of

extensive phone use, overall engagement from digital platforms has increased


Multi-platform;

Sports Sites

43

12,388

7,208

Time Spent on Sport Sites

(Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US

+72%

+385%

6,479

729

3,537

1,052

Feb-2010 Feb-2013

N/A

+20% 7,799

Engagement with Sports content has seen tremendous growth across all

platforms, including desktop


43

Multi-platform; Smartphones and tablets have driven a doubling of time spent with digital

content in the last three years

Feb-2010 Feb-2013

890

451

Total Internet Time Spent

(Billions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US

+20%

+97%

+389%

388

63

467

308

115 N/A

In the aggregate, no evidence of cannibalisation of desktop


Incremental audience of over 2m mobile-only users in UK for Sky

3.94 million Mobile users

10.98 million PC users

Unduplicated

13.0

million

Turning Big Data Into Insight; Understanding unduplicated audiences across platforms

Source: comScore MMX Multi-Platform, UK, December 2012


Big is What You Make it

But…

Access, utilisation and

distribution will

be the secret sauce

High Value? Yes

Disruptive? Yes

Transformative? Yes


Data will continue to grow in size and complexity

Businesses are struggling to gain faster insights

There is a clear need for Big Data analytics platforms built

for digital assets…..and YES comScore does have one,

speak to me about it!

Summary


Thank You

Owen West

VP Sales, Emerging Markets

[email protected]

www.comscore.com

www.facebook.com/comscoreinc

@comScoreEMEA


comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering

insights on web, 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

data analytics on a global scale for its more than 2,000 clients, which include leading companies such as

AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox,

Hurryet, LinkedIn, Mail.ru, MediaCorp, Microsoft, Milliyet, Nestle, Starcom, Terra Networks, Universal

McCann, Verizon, Vkontakte, ViaMichelin, Yahoo! and Yandex.

ABOUT COMSCORE

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comScore Webit Big Data_OWest Nov 13 (Final)pptx

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