Brave New Digital World Fabrizio Angelini

Fabrizio Angelini
Sensemakers CEO | comScore Representative in Italy
Brave New Digital World
comScore in Italia
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Rilevazione di tutti i siti web italiani, Tag gratuito e opensource
Metriche standard WW e conseguente disponibilità di benchmark
internazionali anche per PMI e tipologia di industry
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Rilevazione di tutto il traffico di Video on-line in Italia e canali YouTube
Rilevazioni socio-demografiche e dei comportamenti di navigazione
130+ clienti che utilizzano i dati Italia
35.000+ panelisti con meter installato sul PC
48.000+ possessori di cellulare intervistati per la ricerca Mobilens
Audience
Analytics
Advertising
Analytics
comScore MMX®
comScore Video Metrix®
comScore MobiLens®
comScore AdEffx™
comScore validated
Campaign Essentials
2
Le nuove partnership
I dati di comScore entrano nei tool di pianificazione e valutazione di
Media Consultants e Mediasoft
 Nella pianificazione integrata in Netbox
come tool di ranking, costruzione e
valutazione campagne sia web che video
 Nella pianificazione come ausilio alla
stima della parte Web di prodotti
cross/multimediali
 In post-buy automatizzando lo scambio di  In fase strategica per le analisi dei
informazione tra vCE e Netbox per la
risultati delle pianificazioni
verifica quotidiana di coerenza tra pre e
cross/multimediali; sia come competitor
post
analysis che come soglie di visibilita’
 Analisi dei risultati vCE nella valutazione
delle campagne Multimediali
 Utilizzo dei valori vCE in un contesto
Cross/Multimediale
3
I futuri sviluppi
Lancio nel primo semestre 2014
in funzione del numero dei siti taggati
4
Scott Joslin
VP International Advertising Effectiveness, comScore
Complete Campaign Delivery Validation
& In-flight Optimisation
comScore validated Campaign
Essentials
Momentum for Advertising Analytics
22 of the Top 25
Largest Global Advertisers
are vCE/CE Clients
This includes ALL Top 10
FMCG Advertisers
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Our Customers Span the Advertising Ecosystem
Buy
Marketers
Agencies
Trading Desks
Middleware
DSPs
DMPs
SSPs
Exchanges
Ad Servers
Sell
Publishers
Ad Networks
7
vCE Adoption at All Major Agency Groups
8
validated Campaign Essentials Momentum
5
Impressions Measured by vCE v. Nearest Competitor**
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vCE
4X
3
2
vCE
2X
1
0
US
International
*March 2013
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vCE Delivers Results
• Implemented new digital strategy and analytics in first half of year 3
• ROI results from their first two Brand Market Mix Models
• (Based on R/F, Targeting and Cost Optimization)
Brand 1 ROI
Brand 2 ROI
6X
5X
ROI
Year 1
2X
Year 2
3X
ROI
1H Year 3
Year 1
Year 2
1H Year 3
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In-view
Correct geography
Brand safety
Non-human traffic
In-target audience delivery
11
comScore validated Campaign Essentials™ (vCE®)
Complete
Viewability
Real-time
optimisation
Comprehensive
&
Unduplicated
Measurement
Single tool, single tag,
single database
Accurate
Audience Data
Quality data
for transacting
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How does vCE work?
=
Census
A single ad tag is appended to every
creative to provide a complete view
of campaign delivery
Panel
comScore’s global two million person
panel is used in conjunction with censusdata to validate target audience delivery
in-view
audience
geography
•
age
•
gender
•
region
•
household size
•
presence of children
•
behavioural segments
brand safety
non-human
traffic
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vCE viewabililty measurement is…
Aligned
Census
Independent
Accredited
Uses the IAB
proposed definition for
viewability for display
Provides complete
Measurement,
Including most
cross-domain
iframes
Doesn’t rely on
Sampling-based
approaches
Accredited by the
Media Rating
Council
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Viewability
46%
13%
average in view
for all ads
if ad runs on unknown
or blind domain
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Audience Insights
Frequency
5.8
average frequency
Targeting
43%
average % in target
2.0
median frequency
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Crucial Disconnect
Planning Measurement
Trading Measurement
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A Solution?
Planning Measurement
vGRP
Trading Measurement
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Scott Joslin
VP International Advertising Effectiveness, comScore
Grazie Mille