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© comScore, Inc. Proprietary. Today’s Multi-Platform Path-to-Purchase Spark Retail Summit October 22, 2014 Gian Fulgoni Co-Founder & Executive Chairman Emeritus comScore, Inc.
© comScore, Inc. Proprietary. 2 Topics for Today Shoppers’ Multi-Platform Journey Digital Commerce Impact of Digital on Shopping Rise of the Digital Omnivore Digital Advertising Lessons Learned
© comScore, Inc. Proprietary. 3 Data sourced from comScore’s global panel of 2 million Internet users 2 Million Person Panel 360°View of Person Behavior CENSUS Unified Digital Measurement ™ (UDM) Patent-Pending Methodology 1 Million Domains Participating Adopted by 90% of Top 100 U.S. Media Properties PANEL PERSON-Centric Panel with WEBSITE-Census Measurement Web Visiting & Search Behavior Online Advertising Exposure Advertising Effectiveness Demographics, Lifestyles & Attitudes Media & Video Consumption Transactions Online & Offline Buying Mobile Internet Usage & Behavior PANEL V0411 Plus 5 Million TV Set Top Boxes for 3-Screen Measurement Person Behavior Measured Passively by Keystroke Typing Signature Person Behavior Measured Passively by Keystroke Typing Signature
© comScore, Inc. Proprietary. Shoppers’ Multi-Platform Journey to Purchase
© comScore, Inc. Proprietary. 5 Source: Google ZMOT Handbook The Shopper’s Multi-Platform Journey Today: Not so much a funnel, more like a flight map
© comScore, Inc. Proprietary. 6 Source: comScore Survey – February 2014 Consumers were asked to rate a wide variety of shopping tools, including “traditional” (e.g. newspapers, TV) + digital/mobile “Traditional” Shopping Tools Digital Shopping Tools Mobile Shopping Tools Direct mail Magazines Newspapers Radio Recommendations from friends and family Television Deal of the day sites Digital coupons Facebook Online circulars Online customer reviews/ratings Online search engine Printable shopping lists Retailer or manufacturer email Retailer website Twitter Mobile brand websites Mobile coupons Mobile location-based services Mobile payments Mobile retailer websites Mobile search Retailer smartphone app Scannable QR codes Text alerts from a retailer Use of a smartphone in a physical store Shopping Tools Evaluated
© comScore, Inc. Proprietary. 7 Different tools for different purposes…and still a role for traditional media. Mobile coupons become the first mobile tool in top-10 Overall Rankings for Each Tool, by Statement (Ranking among tools, % Top-2 Box, 7-pt scale) Source: comScore Survey – February 2014 Denotes Traditional Media
© comScore, Inc. Proprietary. Digital Commerce
© comScore, Inc. Proprietary. 9 Year to date, desktop retail e-Commerce is up +11% Y/Y overall, totaling $111 billion through the first six months of 2014 Desktop e-Commerce Dollar Sales ($ Billions) Source: comScore e-Commerce Measurement $72 $93 $117 $143 $171 $200 $214 $209 $228 $289 $256 $174 Billions ($) +29% +26% +22% +19% +17% +7% -2% +9% +12% +13% +26% +33% +26% +28% +20% +24% +13% +20% +12% +6% +9% 0% -5% +10% +6% +15% +9% +14% +11% +13% +8% +11% +10% $322 +8%
© comScore, Inc. Proprietary. 10 Mobile plus desktop e-commerce reached a combined total of $61.6 billion digital retail dollars in Q2 2014, up 13% vs. YA Desktop + Mobile Retail Digital Commerce Dollar Sales ($ Billions) Source: comScore e-Commerce Measurement Billions ($) $71.4 $56.1 $64.0 $45.4 $47.0 $48.8 +21% +17% +15%+16% +14% $54.5 $54.3 +12% +13% $63.4 $61.6
© comScore, Inc. Proprietary. 11 Mobile commerce, $6.8 billion in Q2, accounted for about 11% of total digital commerce dollars in Q2, up 2.5 percentage points over Q2 2013 m-Commerce Share of Total Digital Commerce Dollars Source: comScore m-Commerce Measurement
© comScore, Inc. Proprietary. 12 Mobile commerce growth accelerated in Q2, however, a soft Q2 2013 also contributed to the strong Y/Y growth rate Q2 2014 Y/Y Retail Spending Growth by Channel Source: Dept. of Commerce, comScore e-Commerce & m-Commerce Measurement
© comScore, Inc. Proprietary. 13 When including both mobile and desktop spending, Digital Commerce accounted for 11.6% of consumers’ discretionary spending in Q2 2014 *Note: e-Commerce share is shown as a percent of DOC’s Total Retail Sales excluding Food Service & Drinking, Food & Bev. Stores, Motor Vehicles & Parts, Gasoline Stations and Health & Personal Care Stores. Desktop & Mobile e-Commerce Share of Corresponding Consumer Spending* Source: comScore e-Commerce/m-Commerce & U.S. Department of Commerce (DOC) for Retail 10.6% (Q2 ‘13) 10.3% Q2 ‘14 11.6% Q2 ‘14 9.5% (Q2 ‘12) The share of consumer spending via digital tends to peak in Q1 and Q4 – Q1 ‘14 saw a 13.2% share, the highest ever 9.7% (Q2 ‘13) 8.7% (Q2 ‘12)
© comScore, Inc. Proprietary. Digital’s Impact on In-Store Buying
© comScore, Inc. Proprietary. online retailer sites 226 million monthly visitors 21 visits per visitor comparison shopping sites 85 million monthly visitors 3 visits per visitor search 236 million monthly visitors 31 visits per visitor SOURCE: COMSCORE MEDIA METRIX MULTI-PLATFORM, US, JUL-2013 coupon sites 97 million monthly visitors 8 visits per visitor Pricing Power in the hands of the consumer: Finding the lowest price has never been easier
© comScore, Inc. Proprietary. 16 Has the Internet helped drive down prices? Categories mainly purchased off-line Categories often purchased online
© comScore, Inc. Proprietary. 17 The Influence of Digital on In-Store Sales $1.1 Trillion $1.5 Trillion Total In-Store Sales Influenced by Digital Shopping Source: Deloitte
© comScore, Inc. Proprietary. Rise of the Digital Omnivore
© comScore, Inc. Proprietary. 19 The Brave New Digital World: Adoption of Smartphones & Tablets has dramatically changed the digital media landscape Number of U.S. Device Owners (Smartphone and Tablet) Source: comScore MobiLens/TabLens 3 month average ending June14 172 MILLION +22% vs. YA 93 MILLION +36% vs. YA
© comScore, Inc. Proprietary. 20 Digital media usage has doubled in the past three years, led by massive growth in mobile engagement, but Desktop engagement has not declined 995 543 +7% +83% +237% +1040% Total U.S. Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone and Tablet Source: comScore Media Metrix Multi-Platform, December 2013 Note: Dec-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time. Note: Tablet Dec-2010 numbers were custom calculated as well, 1,159 +17% +15% +17% +16%
© comScore, Inc. Proprietary. 21 Strong growth in mobile app usage has propelled apps to a majority of digital engagement at 52%, while total mobile activity is at 60% 40% 52% Mobile Mobile App Desktop
© comScore, Inc. Proprietary. 22 Overall, >34% of top 10 retailers’ monthly UVs are mobile-only. Compared to multi-channel retailers, pure plays’ mobile engagement relies on apps over browser. Target’s Cartwheel app is notable exception Selected Leading Retailers: Total U.S. Digital Population Unique Visitors (MM) by Platform Source: comScore Media Metrix Multi-Platform, U.S., July 2014 162 104 91 61 45 30 27 24 23 21 % of Mobile Time Spent – Browser vs. App Source: comScore Mobile Metrix, U.S., July 2014 Mobile = Smartphone + Tablet Mobile app usage for Apple.com Sites includes all Apple property apps (e.g. iTunes, Apple Maps, etc.) Apple Sites Note impact of Target’s Cartwheel app 34% 43% 67% 44% 57% 54% 41% 43% 47%
© comScore, Inc. Proprietary. Some Lessons Learned About Digital Advertising’s Impact on Buying Behavior
© comScore, Inc. Proprietary. 24 For multi-channel retailers, higher offline sales lifts are seen from search vs. display advertising, but combined the synergy provides an even greater lift +119% Incremental Lift in Retailers’ Offline Sales per (000) Exposed Source: comScore Ad Effectiveness Solutions
© comScore, Inc. Proprietary. 25 Source: comScore Ad Effectiveness Solutions Display ads get a far higher reach than search. But, synergy gains can be obtained by using display overlaid on a search campaign +11% % of Households Reached Incremental Impact on Offline Sales per (000) Exposed 198 Total Sales Volume Lift Index The overall number of people reached by display ads is typically much higher than search As a result, even though the sales lift among those exposed to a search ad is higher, the total dollar sales gained from display ads is often larger than search due to the smaller lift acting on a larger base Note: 0 equals par in above chart.
© comScore, Inc. Proprietary. 26 Despite click rates of only 0.1%, display ads can successfully lift sales – both online and offline 26 © comScore, Inc. Proprietary. Dollar Sales Lift Among Households Exposed to Online Advertising % Lift: 17% % Lift: 27% CONCLUSIONS Exposure to display ads doesn’t just impact online sales – it lifts in-store sales as well The absolute dollar lift in offline sales is 5x higher than the lift in e-commerce sales The click is misleading as a measure of campaign effectiveness Source: “Whiter the Click?” 139 comScore studies in June 2009 Journal of Advertising Research
© comScore, Inc. Proprietary. 27 Industry benchmarks can help media buyers and sellers set campaign delivery expectations. 27 © comScore, Inc. Proprietary. Measurement of Viewability, Targeting Accuracy, Brand Safety and Non-Human Traffic provides much-needed transparency in an increasingly opaque, programmatic world.
© comScore, Inc. Proprietary. 28 Because of inaccuracies associated with cookies, demographic in- target rates are low and can vary significantly across industry verticals *The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser / Product categories as well as studies run directly by publishers and ad networks. **Target audience is categorized based on the primary target selection in vCE, which is self-designated during campaign set-up. ***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness % In-Target: Overall* and by Select Advertiser / Product Category** Source: comScore vCE Benchmarks, U.S., Q1 2014
© comScore, Inc. Proprietary. 29 Viewability of Digital Ads is Poor, But Premium Publishers Boast Higher Average In-View Rates than Ad Networks/Exchanges
© comScore, Inc. Proprietary. 30 Advertisers get huge return from increasing viewability: A 40% increase in viewability drives a 75% increase in in-store sales lift for Kellogg’s 40% improvement in viewability generating 75% increase in sales impact Sales Lift Index In-Store Sales Lift Indexed to 100 for Less Than 50% Viewability of Impressions 100 175
© comScore, Inc. Proprietary. 31 Kellogg’s benefits from in-flight campaign optimisation 31 Source: comScore and Kellogg’s case study, 2012. © comScore, Inc. Proprietary. Brand 1 ROIBrand 2 ROI
© comScore, Inc. Proprietary. 32 Source: comScore BSL Benchmarks, U.S., 2014 Mobile brand lift metrics show that mobile advertising DOES work, driven by high engagement & lower funnel targeting Percentage Point Lift From Advertising Desktop Mobile
© comScore, Inc. Proprietary. 33 Digital media materially influences today’s path to purchase, but still a role for traditional media The channel shift to digital commerce continues unabated Driven by mobile devices, the digital omnivore has arrived, accessing the Internet whenever and wherever he / she wants Digital advertising proven to lift e-commerce and in-store sales Forget the click Measure attitudinal and behavioral changes Viewability, targeting accuracy, brand safety and NHT are key drivers of impact and ROI Mobile advertising does work, driven by high engagement and lower funnel targeting Summary of Key Findings
© comScore, Inc. Proprietary. www.comscore.com www.facebook.com/comscoreinc @comScore For copy of presentation please email: Learnmore@comscore.com And now for the panel..
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