Viewability, Online Video and Social Media
As a start to 2015, Comscore is pleased to share these three articles at a regional level. We have the certification from CIM Mexico (Consejo de Investigación de Medios) for our online campaign validation tool: validated Campaign Essentials™ (vCE®), and the recent news that Globo.com chose Comscore Digital Analytix® as the analytics source to gain real time insights for its online video audience growth (through our Stream Sense Module). In addition, we have an analysis of Social Media in Latin America for the Super Bowl. You may view the news here:
We can identify three hot topics on digital media on a global level as well.
The first one is Viewability. This concept was developed in the United States as an initiative from the MRC (Media Rating Council), the IAB (Interactive Advertisement Bureau), and their associations with advertisers and agencies.
Given that digital has surpassed TV, radio and print on investment in countries such as England, Australia and the US, advertisers wanted to highlight what digital always proclaimed: “Internet is the most measured and measurable media”. Once they accepted the fact that they were going to invest in this new media, they needed to be certain that what they were doing was right, and that their money was used correctly.
This initiative was called Making Measurement Make Sense (http://measurementnow.net/), 3MS.
The CIM is a Mexican association that gathers media and research agencies, advertisers and publishers in order to promote consistency and certainty in assessment methodologies for the different media platforms.
Being certified by the MRC and the CIM, implies that two organizations are in charge of assuring “certified” suppliers that offer reliable viewability measurements. It was defined that “viewability” is when an online ad is viewable in 50% of pixels and for a minimum time of one second. The previous point helps demystify the effectiveness of digital by introducing a new variable: “Opportunity to see”. This allows gaining a unity that might be considered as a digital GRP (and being comparable with other offline media).
We hope to achieve the first online advertising campaigns with this new type of measurement (viewability, NHT, etc.) and luckily benchmark the industry the way it is done in some other parts of the world.
The second topic to review is online video. It is very important for 2015 because traditional TV consumers are shifting to services that are easier to use under demand, and that allow a video content multi-platform access.
Publishers are searching for suppliers able to add high precision and complexity video analytic abilities in their analytics mix. Globo chose Digital Analytix in order to check, analyze and act in-flight on key business insights and manage digital assets, optimize digital properties and monetize audiences.
Another important thing to highlight is that census and in-flight measurement of video metrics are priority for online media of the region. It is worth mentioning that local media are already being measured with Digital Analytix, and they show public data through IAB/Comscore ranking (http://iabperu.com/ia_trafico.aspx?men=5&sub=1). This year, we hope to have the first video metrics trials in Peru, with the use of the Stream Sense Module, such as Globo, Televisa and even BBC are doing globally.
Last but not least, I need to add the analysis we did on Social Media. The Patriots surpassed the Seahawks on Social engagement prior to the Super Bowl XLIX, taking place this weekend.
On January 18th 2015, the AFC and NFC championship matches were held, prior to the NFL Super Bowl XLIX, where we finally got to know the teams that will play for the Vince Lombardi trophy. The New England Patriots defeated the Colts from Indianapolis, and they will play against the Seattle Seahawks, who defeated the Green Bay Packers.
We run through an analysis of the Twitter accounts of the teams that will play the Super Bowl this weekend. By the end of the matches, Latin America recorded a higher rate of mentions on the Patriots official account (@Patriots) compared to the Seahawks (@Seahawks) account. Even though the team from Seattle won at the last minute against the Packers, they had fewer mentions than the Patriots, which might have had something to do with the scandal surrounding the usage of deflated balls, and the fact that Tom Brady will play his 6th Super Bowl.
During the GAMEDAY, most of Latin American countries generated tweets, and the accounts that gathered most of the activity throughout that day were @NFL with 5,722 mentions, followed by @Patriots with 2,685 and @Seahawks with 2,556.
These kind of events move traffic indicators for all media. A similar example could be the FIFA World Cup, and the next “Copa América”, that will take place in Chile this year.
We will keep a close eye on these subjects, and the way they develop through the rest of the year: viewability, online video and social media.
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