© comScore, Inc. Proprietary.

Putting the Future in Focus

- Making Measurement Make Sense

Owen West

VP Sales, Emerging Markets

owest@comscore.com

@comScoreEMEA

MIXX – Moscow 2013

© comScore, Inc. Proprietary. 2

The real advertising capital of the world?

остаток

бартер

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Enabling Insights from Big Data to Take Actions

for Marketers, Agencies, Publishers, Enterprises and Network Operators

comScore Data Global Panel & Census Network

Customer Data Web, Mobile, Video, CRM, etc.

Audience

Analytics Advertising

Analytics

Digital Business

Analytics

Mobile Operator

Analytics

Insight-Focused Applications

Multi-Platform

Measurement Technology / Research

Syndicated, Software

Scalable, Big Data Architecture

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Ads should be seen and

sometimes heard…

…but definitely seen

Analytics for the Digital World

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• #1 - Shift from a “served” to a “viewable” impression standard

• #2 - Introduce an online Gross Ratings Point metric, providing reach and

frequency reporting of viewable impressions

• #3 - Implement a classification system and taxonomy for banner, rich media and

streaming video ads

• #4 - Define, standardise and accredit metrics for view-through reporting and

cumulative social activity

• #5 - Establish standards and vendor accreditation to improve the methodology for

online brand attitudinal studies

3MS Initiative

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Identify

Target

Audience

Media Plan Campaign

Evaluation

MMX™ Suite (digital, social, mobile,

video, search and

cross-media)

Media Planner

Campaign R/F™

validated

Campaign

Essentials™

Brand Survey

Lift Pulse™

Brand Survey

Lift™

Action Lift™

Online Sales

Lift™

End-to-End Advertising Effectiveness Solution

In-Market

Execution

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3000+ AdEffx™ Campaigns Annually

Media Agencies Financial Retail Travel CPG/Restaurant Health/Pharma Auto Tele/Tech

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What we’ve learned from our extensive client work and

advertising effectiveness research…

o The click is at best an incomplete metric and at

worst an inaccurate one

o Digital campaigns can build brands and lift sales

o Targeting approaches have varying lifts, cost

and reach

o Without validating impressions first, all other ad

effectiveness is flawed

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Clicks are at best an incomplete and at worst a

misleading metric

July 2007 March 2009

8% of all Internet users account for 85% of all clicks

Non-Clickers

68%

Clickers 32%

Non-Clickers

84%

Clickers 16%

Source: comScore, Inc. custom analysis, Total US Online Population,

persons, July 2007 and March 2009 data periods

CHANGING HOW THE WORLD SEES

DIGITAL ADVERTISING

Study Objective:

Quantify incidence of sub-optimal ad delivery across key dimensions…

… to better understand sources of waste and identify

opportunities to extract more value for all players in the

online advertising ecosystem

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North America Europe Asia Pacific

Allstate

Not an exhaustive list. Includes advertisers currently working with comScore

vCE who have agreed to be named publicly.

Leading Global Brand Advertisers Participated

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Campaign In-view ad rates ranged from: US 55% to 93% CA 56% to 74% EU 64% to 72% APAC 20% to 73%

US

69% AVERAGE

63% AVERAGE

EU

65% AVERAGE

CA

58% AVERAGE

Asia Pac

In-View Rates from Charter Studies

Source: comScore vCE Charter Study

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The Above-the-Fold Myth?

Above-the-fold in-view rates ranged from 48% to 100%

source: comScore vCE charter study

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Some Below-the-Fold ads

are actually premium inventory.

Below-the-fold in-view ranged from 3% to 67%.

source: comScore vCE charter study

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Digital Ad Economics:

The Good Guys Aren’t Necessarily Winning

Low correlation of In-View Rates & CPM

An equally as weak correlation was also observed between CPM and

ability to hit a primary demographic target

Source: comScore vCE Charter Study

© comScore, Inc. Proprietary. 17

"For us, clicks aren't indicative of success.

We're actively trying to figure out what other

real-time signals we can find that show that our

message has broken through. Things like

dwell-time, and viewability are some”.

- Bob Arnold, Global Digital Strategy Director, Kellogg’s

Brand Advertising Adoption

© comScore, Inc. Proprietary.

Visibility measures now part of Kellogg’s KPI analysis

Impressions Impressions Avg.

Frequency % In View

Targeting Index % on Target Total Campaign Total

Campaign

Campaign Total 116 30.3% 3.1 72%

Publisher 1 76 19.9% 3.9 67%

Publisher 2 94 24.7% 1.9 64%

Publisher 3 93 24.5% 2 74%

Publisher 4 147 38.6% 7.8 70%

Publisher 5 191 50.0% 2.4 87%

© comScore, Inc. Proprietary.

Where Kellogg’s Are Going:

Building a foundation and moving toward near real-time

decision making and optimisation

Online Audience Delivery Insights

Advertising Effectiveness Insights

Cost per Effective Audience Impression

Near-Time Decisions and Optimisation

2011 2012

LONG-TERM:

Cross-Media

measurement and

optimisation

2013

© comScore, Inc. Proprietary.

Is Kellogg’s Strategy Working?

The early results say ABSOLUTELY

ROI results from Brand Market Mix Models

ROI

3X

6x

Year 1 Year 2 1H Year 3

ROI 2X

5X

Year 1 Year 2 1H Year 3

Brand 1 ROI Brand 2 ROI

© comScore, Inc. Proprietary.

“You are the

best ever - totally re-

worked my plan just

now. Thank you so

much!”

Campaign targeted to a

Hispanic audience within U.S.

One publisher delivering only

1.2% of our Impressions to the

demographic Target audiences

However, another publisher had

a Targeting Efficiency 5X better

than if we bought Run Of Network

Does it Work Elsewhere? Our planning partner says it all…

Budgets follow performance

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Implications:

Putting It All Together

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Why does this matter?

Complete in-view measurement

is the only way to accurately

validate total campaign delivery…

…all else is incomplete.

© comScore, Inc. Proprietary.

In order for a digital GRP to be truly cross-media

comparable, it has to account for viewable impressions

© comScore, Inc. Proprietary. 25

Comprehensive measurement enables truly

validated impression accounting

A single tag enables unduplicated measurement

across key dimensions

in-view

correct geography

brand safety

non-human traffic

target audience

Validated Impression Measurement

All in a Single Tool

© comScore, Inc. Proprietary. 26

• Changing How the World Sees Digital Advertising:

http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Cha

nging_How_the_World_Sees_Digital_Advertising

• 3MS Site: http://www.iab.net/mmms

• MRC accreditation overview for campaign validation:

http://www.comscore.com/Insights/Press_Releases/2012/8/comScore_vCE_Re

ceives_MRC_Accreditation_for_Online_Campaign_Validation

• Kellogg’s brand advertiser case study:

http://www.comscore.com/Insights/Case_Studies/Advertising_Analytics_A_Ke

llogg_Case_Study

Additional Resources

© comScore, Inc. Proprietary. 27

Thank You

Owen West

VP Sales, Emerging Markets

owest@comscore.com www.comscore.com

www.facebook.com/comscoreinc

@comScoreEMEA

© comScore, Inc. Proprietary. 28

comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering

insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their

digital investments.

A preferred source of digital audience measurement, comScore offers a variety of on-demand software

and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital

Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure,

the comScore Census Network™ (CCN) captures trillions of digital interactions a month to power big

data analytics on a global scale for its more than 2,000 clients, which include leading companies such as

AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox,

LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon,

ViaMichelin and Yahoo!.

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