Proudly supported by Kantar, the Leader in Mobile Marketing Research January 30-31, 2013 Kuala Lumpur, Malaysia Asia-Pacific Edition 2013 WWW.MRMW.NET Organized by TM
May 08, 2015
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Asia-Pacific Edition 2013 WWW.MRMW.NET
Organized by
TM
Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
© comScore, Inc. Proprietary.
Overcoming the Challenges
Implementing mobile audience measurement
studies in multiple countries
Beth Uyenco, Senior Vice-President | January 30, 2013
Market Research in the Mobile World Asia
© comScore, Inc. Proprietary. 2
What of mobile do we measure?
What challenges have we faced?
- How we’ve responded to these challenges
Our Multi-Platform Vision - Why multi-platform is an imperative
- How mobile would be measired and integrated
Agenda
© comScore, Inc. Proprietary. 3
What we measure in the mobile world:
MobiLens /TabLens
Mobile / tablet
behaviors,
demographics and key
landscape features
Mobile Metrix
Site rankings, trending,
demographics on
mobile smartphones
Ad Metrix
Display advertising
tracking across the
mobile internet
© comScore, Inc. Proprietary. 4
Monthly online surveys delivering insight since 2004
Large monthly samples in eight countries
Links demographics, device model, and consumption patterns
MobiLens
Retail & e-Commerce
Shopping activities
In-store behavior
Category & spend (Q2)
Mobile Devices
300+ device attributes
Satisfaction
Purchase profiling
Tablet ownership
Demographics
Age / Gender / Income
Region / Employment
Education / Ethnicity
HH composition
Media Consumption
Games, Music & Video
36 categories
300+ brands
Marketing & Ads
Web/app ad exposure
QR codes
Social Media
Social networking
Location check-in
Photo/video sharing
Communication
SMS /MMS
Instant messaging
Subscriber Profile
Carrier / Plan Type
Spend / Satisfaction
Churn intent
Multiple Access Methods Browser, Application, SMS
Canada, France, Germany, Italy, Japan, Spain, United Kingdom, and United States
© comScore, Inc. Proprietary. 5
10%
34%
19%
6%
21%
10%
3%
2%
44%
26%
8%
2%
25% 29%
42%
19%
25%
27%
3%
45%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005 2007 2009 2011
Android
Apple
RIM
Palm
Symbian
Microsoft
Source: comScore Mobilens US
MobiLens: Share of Total Smartphone Users by Device
US
© comScore, Inc. Proprietary. 6 Source: comScore Mobilens Japan
MobiLens: Share of Total Smartphone Users by Device
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Q3 2011 Q3 2012
Symbian
RIM*
Microsoft
Android
Apple
61%
66%
33%
32%
15.1 million
29.7 million 1.8%
6%
*RIM Not measured
in 2011
Japan
© comScore, Inc. Proprietary. 7
MobiLens: Insights on usage by device in Japan
0 100 200 300 400 500
Listened to music almost everyday
Research product features via application
Played games on mobile 1X/week or more
Compared product prices 1-3x/month
Research product features via web browser
Accessed Social Networking site 1X/week or more
Sent text message almost daily
Accessed news and information 1x/week or more
Emailed almost every day for work or personal
Watched any video on mobile phone 1X/week or more
Took Photos 1-3x/month
All Android Phone Users
All Apple Phone Users
100 = All Mobile Owners 13+ years
Q3 2012
© comScore, Inc. Proprietary. 8
• Behavioral-level insights across iOS, Android and RIM platforms
• App vs. Browser and unduplicated total audience reporting
• Key metrics including unique visitors, reach & time spent
• Demographic segmentation by age, gender and income
Mobile Metrix 2.0
© comScore, Inc. Proprietary. 9
Smartphones & Tablets
have changed the digital
landscape
To See the Future of Digital Media Measurement, Look to Mobile
But the Mobile Ecosystem has unique measurement challenges
• Limited usefulness of traditional methodologies
• New and different data sources, each with blind spots
• Requirement for new integrative methods to leverage best of each source
© comScore, Inc. Proprietary. 10
Mobile Metrix Solution: Integrating multiple data sources
CENSUS PANELS
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties
PERSON-Centric Panels
iPhone, Android, RIM
SITE-Census Measurement
via tagged sites and apps
© comScore, Inc. Proprietary. 11
Mobile Measurement Challenges
Device Technology
Fragmentation
Mobile Web and
Application Technologies
User / Publisher / Network
Data Sources
User Platform Fragmentation
Determine Unduplicated
Audience across Multiple Platforms
Consistent Measurement of Std. Web; Mobile Web, and Apps
Integrate Best Data Sources into
Unified Methodology
Consistent Measurement
across Operating Systems
© comScore, Inc. Proprietary. 12
Mobile Devices — Users will access
digital media using 1,100 different mobile handsets
Managing Fragmentation
Publishing Technologies — “The web”
is no longer singular
— Must measure all forms of publication to capture full audience
Digital Consumption — Share of digital
requirements shifting across multiple devices
Metering must be supplemented with
site-centric and network-centric data
Must synthesize publication channels and measure cross
usage
Must develop methodologies to
measure degree of multi-platform consumption
© comScore, Inc. Proprietary. 13
Site-centric measurement is Central
Glue to tie together platform and network methods
High quality ‘Tonnage’ measurement
Low quality Unique Identifiers
Network-centric measurement can become Bedrock
High quality Unique Identifiers
Highly Secure, Robust Privacy Protection
Partial ‘Tonnage,’ Wi-fi activity is off-network.
Panels Matter, but Concepts must Evolve
Meter Panels: deep visibility into platform usage
Household Panels: visibility into multi-device consumption & incremental reach
Demographic Panels: visibility into demo comp
What we learned:
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Our Multi-platform Vision
and mobile’s place
© comScore, Inc. Proprietary.
The multi-platform vision is to integrate the measurement data
currently collected through these 3 services
Media Metrix
Page Visitation
Video Metrix
Video Consumption
Mobile Metrix Mobile Visitation,
App Usage
Media Metrix Multiplatform v1 BETA available in Nov 2012
Devices supported: PC, Smartphones, Tablets
© comScore, Inc. Proprietary.
Multi-platform Audience Measurement Methods
Multi-platform Measurement Strategy
Measure each Platform using best
possible source
Estimate Audience Overlap across
Platforms based on direct observation
from smaller sources
Measuring Multi-platform Overlap
Power of comScore Census Network
Dynamic (“Virtual”) Panel techniques
Modeling entity-level overlap
© comScore, Inc. Proprietary. 17
Learnings From our First Multi-platform Studies
© comScore, Inc. Proprietary. 18
Building large enough samples to measure cross-platform is practically
unachievable
10,000, 50,000, 100,000 … not enough to measure the overlap between digital
and TV.
“Single source” continues to be a foundational and necessary methodology
The key is to leverage census measurements for multi-platform
measurement
It’s not possible to measure digital world with consumer panels alone
The study exceeded its target of 5,000 panelists and had 10,000 panelists;
However, digital media was only reportable at the highest level of the
comScore dictionary.
Advanced advertising strategies require new measurement solutions
Solutions must be scalable, census-based with real-time platform for connection,
analysis and application of data
What We Learned about Methodology
© comScore, Inc. Proprietary. 19
“…. such that it can affordably track exposure
across platforms to different combinations of
cross-platform content delivery for a majority
of video content producers (one estimate is
that at least 1M respondents might be
required).”
CIMM Next Steps: How to Scale?
© comScore, Inc. Proprietary. 20
720 “ Tech-forward” Panelists Olympic Enthusiasts
2nd study:
London Olympics Billion Dollar Lab for NBC
Television • Continuous,
passive
measurement of
Olympics on all
channels with set
top box data
• Demos and
location collected
with E-diaries
PCs and Laptops • Tracked visits to
nbcolympics.com and
social media sites
Tablet • Measured
nbcolympics.com, NBC
Olympics Apps, WAP,
and social media
− In and Away from
Home Mobile • Measured NBC
Olympics Apps and
WAP usage
− In and Away
from Home
© comScore, Inc. Proprietary. 21
4hr 19min 4hr 28min 5hr
6hr 7min
50 min
59 min
55 min 51 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
Average Time Spent Per Day Following Olympics
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.
5hr 18min
6hr 50min
8hr 29min
TV Only TV +
PC/Laptop
TV +
PC/Laptop +
Mobile
TV +
PC/Laptop +
Mobile +
Tablet
Tablet
Mobile PC/Laptop
TV
© comScore, Inc. Proprietary. 23
Building Blocks of Multi-Platform Measurement
Using IP Address Digital Threading
Nationally Projectable and At Scale
Multi-Platform Measure-
ment
Depth of
Consumer Panel
Breadth of
Data
Syndicated Measure-
ments
Pair-wise and 3-way
Duplica-tion/ Overlap
Smartphone Tablet, PC, TV & Radio
© comScore, Inc. Proprietary. 24
Radio Radio
Arbitron
PPM
PC PC
comScore
Panel Data
PC comScore
Census/Tag
Data
+
Mobile Phone
Tablet
Mobile comScore
Panel Data
Mobile comScore
Census/Tag
Data
+
Unified Digital Measurement™
Arbitron technology/input comScore technology/input
Portable People Meter™ TV
TV Demos Arbitron
PPM +
TV
Viewing STB Data
© comScore, Inc. Proprietary. 25
TV
Radio
PC
Mobile
& Tablet
TV-Radio Arbitron PPM® Panel
PC-Mobile comScore Census Data
TV-PC comScore panelists
within STB subscribers
TV-PC-Mobile comScore panelists
within STB subscribers
© comScore, Inc. Proprietary. 26
PPM® Code Detection (Measuring TV-Radio)
TV
Radio
PC
Mobile
2,000 Arbitron PPM® Panelists
Download comScore cookie (Measuring PC-Mobile-Tablet)
© comScore, Inc. Proprietary.
Thank You
Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Asia-Pacific Edition 2013 WWW.MRMW.NET
Organized by
TM