For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

The Value of Mobile

Show me the measurement Money!

Joris Goossens,

VP Sales Benelux & Nordics, comScore

jgoossens@comscore.com

© comScore, Inc. Proprietary. 2

NASDAQ

CLIENTS

EMPLOYEES

HEADQUARTERS

GLOBAL COVERAGE

LOCAL PRESENCE

BIG DATA

SCOR

2,500+ worldwide

1,200+

Reston, Virginia, USA

44 markets reported

30+ locations in 20+ countries

1.8 Trillion global interactions per month

comScore is a global leader in digital media analytics

© comScore, Inc. Proprietary. 3

Our massive, unparalleled data sources are the foundation

for our products and enable precision and scale

1.6 Billion Demographic

Profiles

PARTNER

DEMO DATA

1.8 Trillion Global Digital

Interactions/Month

CENSUS

NETWORK

~2 Million Person

Global Panel

OPT-IN

PANEL

© comScore, Inc. Proprietary. 4

The importance of de-duplicating platform audiences

Multi-Platform

Desktop (only) Mobile (only)

Smartphone Tablet

App Browser App Browser Browsing Video App

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 5

Beyond the desktop

© comScore, Inc. Proprietary. 6

Multi-Platform access is now the growing norm

(% accessing digital content on more than one device in a month)

Source: comScore MMX Multi-Platform, November 2014

73% UK

61% DE

63% US 66%

ES 59% AU

© comScore, Inc. Proprietary. 7

Share of digital media time: platforms

UK

CANADA

USA

Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

61% 39%

52% 48%

56% 44%

DESKTOP

MOBILE (PHONE & TABLET)

© comScore, Inc. Proprietary. 8

Share of digital media time: access method

UK

CANADA

USA

Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

39%

43%

6%

10% 2%

48%

31%

5%

14% 2%

44%

34%

7%

12% 3%

DESKTOP

SMARTPHONE (APP)

SMARTPHONE (BROWSER)

TABLET (APP)

TABLET (BROWSER)

© comScore, Inc. Proprietary. 9

Mobile is driving additional online access during the day…

% SHARE OF DAILY

INTERNET VISITS

WITHIN PLATFORM

Source: comScore Device Essentials

ALL CATEGORIES

© comScore, Inc. Proprietary. 10

…but usage patterns vary depending on content (I)

Source: comScore Device Essentials

WEATHER

© comScore, Inc. Proprietary. 11

…but usage patterns vary depending on content (II)

Source: comScore Device Essentials

RETAIL

© comScore, Inc. Proprietary. 12

Digital engagement – not a zero sum game

© comScore, Inc. Proprietary. 13 Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

Total digital media hours spent per visitor by market

MOBILE DESKTOP

88.6

39.1

66.6

43.3 44.4 46.0

69.9

45.8 43.9

18-34 35+ 18-34 35+ 18-34 35+

48.6 52.5 60.7

© comScore, Inc. Proprietary. 14 Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

Demographics’ share of time spent by platform

TABLET SMARTPHONE DESKTOP

31% 61% 8%

37%

50%

13%

51% 30% 18% 39% 47% 14%

47%

36%

17%

61% 19% 20% 40% 50% 11%

46%

40%

14%

45% 28% 27%

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 15

The mobile-only audience

© comScore, Inc. Proprietary. 16

Mobile-only audience surpasses desktop since March ‘15

© comScore, Inc. Proprietary. 17 Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

Avg. Mobile-only audience for top 100 digital properties

MOBILE ONLY TOTAL AUDIENCE

49% 34%

48%

© comScore, Inc. Proprietary. 18 Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

Average desktop vs. total digital audience reach

DESKTOP MULTI-PLATFORM

27.5%

15.3%

+12.2pts 26.4%

18.5%

+7.9pts 28.3%

16.1%

+12.2pts

Top 100 Properties

© comScore, Inc. Proprietary. 19 * Percentages do not sum to 100% due to audience overlap between platforms (desktop & mobile) and geographies

(US & WW).

Mashable’s total global digital audience

8.9 0.9

12.0

7.9 0.6

10.1

0

5

10

15

20

25

30

35

40

45

US Desktop US Mobile Non-US Desktop Non-US Mobile Total Audience

38.9 MM

Unique Visitors (MM)

Source: comScore Custom Analytics, Worldwide, March 2015

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 20

Mobile ad effectiveness

© comScore, Inc. Proprietary. 21

43%

56.9%

Desktop Mobile*

In-target delivery

Source: Desktop in-target delivery: comScore vCE Benchmark report, Mobile in-target

delivery: Mobile Charter Study, comScore, June ‘15

Mobile out-performs desktop for in-target delivery

© comScore, Inc. Proprietary. 22

Mobile out-performs desktop on brand impact

© comScore, Inc. Proprietary. 23

• Mobile trumps desktop on engagement and access to

key demographic segments

• Mobile is all about the app

• Mobile-only audiences are too big to ignore

• Mobile can expand value and size of audiences

significantly

• Mobile outperforms desktop on key advertising

effectiveness indicators

Key takeaways

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 24

© comScore, Inc. Proprietary. 25

Thank you – and get your free Global Mobile Report!