Transcript IAB Presentation

Presentation to the IAB Audience
Measurement Leadership Forum
New York City; November 29, 2007
Key Talking Points
■ Panel data versus site centric data
■ “The last 2 feet”
■ comScore Media Metrix in the online metrics mix
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The Two Component Parts of Online
Metrics
Audience Measurement
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Web Analytics
Online Metrics
Audience Measurement
Web Analytics
■People are notoriously more difficult
to measure than machines
■Machines talking to machines leave
“digital breadcrumbs”
■Evolved over nearly 80 years to
provide media, advertisers with a
common currency, “consensus view”
■A science has emerged around
mining this data for making site
optimization decisions
■Marketing, ad sales
■IT, CRM, web design
■Reach, frequency, gross impressions
■KPIs
■“Uniques” = Unduplicated persons
■“Uniques” = Unduplicated cookied
browsers
Two different but overlapping disciplines… different histories and cultures… both
vital to the success of Internet business
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Deviation Between Unique Cookied
Browsers, Unique Persons
■ Unique Cookied Browser counts (WA) are generally of a greater
magnitude than Unique Visitor counts (audience measurement)
■ Key drivers of the differences:
– Cookie deletion
– Duplication across work and home usage
– Non-human traffic
– US-only versus international traffic
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Audience Measurement: “The Last
Two Feet”
The consumer:
■ Engages with media
■ Multi-tasks
■ Sees ads
■ Develops brand attitudes
■ Buys things, both online and off
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Our Business:
Digital Marketing Intelligence
Leading Digital Marketing
Intelligence Platform
Digital Media and Commerce
Internet Plus
Traditional Media
Radio
TV
+
+
+
Deep Consumer Insights
Competitive Intelligence
Buying Behavior
Audience Measurement
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Audience Measurement
Digital Intelligence at All Stages of the Marketing
Process… From Exposure to Purchase
comScore
Media Metrix
Audience
measurement
Broad
Product
Offering
Ad campaign
exposure
comScore
Marketing Solutions
Advertising
effectiveness
Consumer
attitudes,
intentions
Search;
purchase behavior
(eCommerce, offline)
Media Metrix
Market Share and
Competitive Benchmarking
Plan Metrix
Loyalty and Retention Analysis
World Metrix
qSearch
Video Metrix
Brand Metrix
Ad Metrix
Campaign Metrix
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Way, Way More Than Pages
■ The Internet is really a collection of media:
– Static web pages
– AJAX
– Streaming audio
– Streaming video (CGM)
– Streaming video (TV on the web)
– Search
– Social networking
– Widgets
– Conversational media
– Gaming
– Commerce (retail, financial services, etc.)
■ The measurement environment will inevitably grow more complex as
Internet media continue to emerge and evolve
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Conclusion: The Internet is The Most
Measurable Medium
■ And is, thus, the medium with the most measures
■ Inevitably, some of these measures will appear to conflict
■ Audience measurement companies and Web Analytics companies (and
indeed third party ad servers) all produce estimates called “Uniques”
– And each kind of “Uniques” has a unique meaning
■ All three kinds of data…
– Audience measurement panels
– Web analytics solutions
– Third party ad servers
■ …serve an important purpose in the value chain
■ Better to focus on the value each provides than to get hung up on the
seeming paradoxical nature of our abundance of metrics
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