Joan FitzGerald at the Video Insider Summit

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

From TV to Total Video: The New Multi-Platform ConsumerMediaPost Video Insider Summit

Joan FitzGerald, SVP TV and Cross-Media Services

comScore

© comScore, Inc. Proprietary. 2

“Ad buyers and sellers are starting to take the rules they learned from the digital universe … and apply that to TV”

Forbes 9-12-14


The Brave New Digital World: Adoption of Smartphones & Tablets has dramatically changed the digital media landscape

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 417910

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

160,000,000

180,000,000

200,000,000

Nu

mb

er o

f D

evic

e O

wn

ers

Number of U.S. Device Owners (Smartphone and Tablet)

Source: comScore MobiLens/TabLens 3 month average ending June 14

172 MILLION +22%vs. YA

93 MILLION

+36% vs. YA


December 2010 December 2013 July 2014

401,278 429,104 495,096

131,000

442,000 521,366

11,000

123,661

143,008

Digital engagement has doubled in the past three years, led by massive growth in mobile usage, 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, Dec13 and Jul14Note: Dec-2010 Smartphone and Tablet numbers are estimated based on earliest observed comScore smartphone

engagement data calibrated by number of smartphone users at that time.

1,159 +17%

+15%

+17%

+16%


Google Sites

Yahoo Sites

Microsoft Sites

Facebook

AOL, Inc.

Amazon Sites

Apple Inc.

Turner Digital

Twitter.com

CBS Interactive

Desktop Only Desktop + Mobile Mobile Only

On average, for the top 10 leading properties, 34% of monthly visitors are mobile-only and 72% of mobile engagement relies on apps vs browser

Top 10 Properties: Total U.S. Digital PopulationUnique Visitors (MM) by Platform

Source: comScore Media Metrix Multi-Platform, U.S., July 2014

236

217

208

206

171

162

138

127

122

113

20%

33%

21%

9%

57%

30%

0%

41%

23%

45%

80%

67%

79%

91%

43%

70%

99%

59%

77%

55%

Browser App

% 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

11%

20%

18%

27%

28%

34%

55%

39%

67%

39%


Strong growth in mobile app usage has propelled apps to a majority of digital engagement at 52%, while total mobile activity is at 60%

Mar

-201

3

Apr-201

3

May

-201

3

Jun-2

013

Jul-2

013

Aug-201

3

Sep-2

013

Oct-2

013

Nov-20

13

Dec-2

013

Jan-2

014

Feb-2

014

Mar

-201

4

Apr-201

4

May

-201

4

Jun-2

014

30%

35%

40%

45%

50%

55%

60%

65%

Share of U.S. Digital Media Time Spent Shifts by PlatformSource: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S.,

March 2013 - June 2014

53%

47%

40%

60%

40%

52%

Mobile

Mobile App

Desktop


Photo/Video Sharing and Watching TV/Video are the fastest growing among top activities performed on mobile phones

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

Top 10 Activities Performed on a Mobile Phone at Least Once in a WeekUnique Visitors (000)

Source: comScore Mobilens, U.S., Jul 2014

Y/Y Growth Rate

16%

16% 15%

17%17%

8%36% 18% 33% 16%


Online video allows convenient viewing of TV content and is an incremental audience – it’s not about avoiding adscomScore study sought to answer: why do viewers choose to watch TV content online?

9NOT out of ad-avoidance9Main factor is convenience and time-shifting

7%

13%

25%

38%

57%

71%

Don’t subscribe to cable/don't have a TV

Prefer the online experience

Like to see past episodes

Less ads

Convenience

Missed episode on TV


comScore Cross-Platform Measurement—

TotalVideo

LinearTV

OTTVideo

DigitalVideo


1 A SINGLE, Unduplicated Audience Metric

2 UNIFIED Demography Across Platforms

3 HOLISTIC Accounting of All Video Viewing Behavior

4 SCALABLE Measurement of Platforms & Audiences

5 FLEXIBLE to Fit the Future of Advertising

5 PRINCIPLES OF COMSCORE TOTAL VIDEO


Initial CIMM Cross-Media studies clarified the research challenge

PANELS: + Demographics+ Single-source- Limited size- Scaling is prohibitively

expensive

+ Necessary scale+ Globally and nationally

representative

CHALLENGE: Can we develop a methodology that leverages the value of panels with the scale of census measurement?

CENSUS:

CONFIDENTIAL


comScore Advances Cross-Platform Measurement

PC + TV

2010 2011 2013 2014

Set Top Box Data across 4M HHs

Multi-ScreenPhase I

2012

5 ‘Screen’ Phase 1

Mobile + PC + TV Mobile + PC + TV

OTT Integration

Multi-ScreenPhase II


Measuring Sony Crackle Across Multiple Platforms Requires Many Layers of Video Audience De-duplication

Mu

lti-

Pla

tfo

rm

Total Digital

Desktop

Total Mobile

SmartPhone

iOS

Android

Tablet

iOS

Android

Living Room Devices

Console

Playstation

PS3

PS4

Xbox

Xbox 360

Xbox One

Connected TV

SmartTV

LG/Samsung

Y! Widgets

Toshiba

Vizio

DlinkBravia TVRoku


12.1

2.8

2.01.2

Incremental from Co-View-ing

Incremental from Living Room Devices

Incremental from Mobile

Desktop

18.0

Source: comScore Custom Research, December 2013

Digital Platforms Increased Crackle’s Audience Size by 50%S

ony

Cra

ckle

Un

ique

Vie

wer

s (M

M)


TV Only TV + PC/Laptop Only TV + PC/Laptop + Mobile Only

TV + PC/Laptop + Mobile + Tablet

4hr 19min 4hr 28min 5hr6hr 7min

50 min59 min

55 min51 min

40 min

47 min

More Screens = More Time Spent on Every Device

Average Time Spent Per Day Following Olympics

4hr 19min5hr 18min

6hr 50min

8hr 29min

TV Only TV +PC/Laptop

TV +PC/Laptop +

Mobile

TV +PC/Laptop +

Mobile +Tablet

Tablet Mobile PC/Laptop

TV


To take advantage of ESPN’s

total Reach, an advertiser needs

to place messages across all

platforms

Source: Project Blueprint September 2013

Exclusive Daily Reach

Men 18+42 million total Reach

29.8

6.4

5.5

ESPN Daily Reach Build (Millions)

Added Reach-Radio

Added Reach-Digital

TV

+40%


UsersM18+

UsageM18+

49%

16%

30%

42%

17%

33%

4% 9%

4+ Platforms3 Platforms2 Platforms1 Platform

About half of all users during September 2013 were multi-platform users

However, multi-platform users did most of the consumption

Source: Project Blueprint September 2013 (users/usage in total month)

Users% = % of total users; Usage% = % of total minutes

ESPN Multi-Platform Users and Usage

50% 84%

© comScore, Inc. Proprietary.

Campaign Measurement: Brand X Web and Digital Video Adds 12 Reach Points

Cross-Platform Campaign Measurement

Week 1

Week 1-2

Week 1-3

Week 1-4

Week 1-5

Week 1-6

Week 1-7

Week 1-8

Week 1-9

Week 1-10

Week 1-11

Week 1-12

Week 1-13

Week 1-14

0%

10%

20%

30%

40%

50%

60%

70%

59.2%

47.0%

19.2%

2.1%

Cross Platform Reach

Total TV Web

Online Video

12.2%

Demographic TV ReachIncremental Digital Reach Index

All Persons 60.0 7% 100Men 18-34 47.0 12% 171Men 25-54 60.0 18% 257Men 35+ 75.0 5% 71Women 18-34 60.0 10% 143Women 25-54 65.0 10% 143Women 35+ 70.0 7% 100

CONFIDENTIAL


Arguably the Most Important Digital Advertising Initiative To Date:Making Measurement Make Sense (3MS) Mission

Advertisers demand improved campaign delivery and improved reporting of ad exposure

Bolster confidence that ads delivered are actually viewable:

50% of display pixels in view for at least 1 second

50% of video in view for at least 2 seconds


The four key aspects of all Digital Advertising that can be improved … with viewability shining a light on non-human traffic

Viewability Brand SafetyTargetingAccuracy

Non-Human Traffic


Average in-view rate is only 46%. Premium Publishers boast higher average in-view rates than Ad Networks/Exchanges, with much of difference being driven by NHT

© comScore, Inc. Proprietary. 2240% improvement in viewability generating 75% increase in sales impact

Advertisers get huge return from increasing viewability: A 40% increase in viewability drives a 75% increase in in-store sales lift for Kellogg’s

Sales Lift IndexIn-Store Sales Lift Indexed to 100 for Less Than 50% Viewability of Impressions

Less Than 50% Viewability At Least 70% Viewability

100

175


Publishers & Media Brands Brands & Marketers

Measure your total audience – across TV, radio, PC, smartphone and tablet

Understand incremental increase in audience as content is delivered on multiple platforms

Uncover insights about which forms of content are most effective on a particular channel and to which audiences

Determine how consumption of your content varies by demographic composition and media channel

Understand size and composition of audiences reached for multi-screen campaigns

Use common metrics across platforms: reach, frequency, impressions, GRPs/TRPs

Plan reach, frequency and timing of exposure across channels to improve audience targeting and effectiveness

Determine incremental reach gained by adding platforms to your campaigns

Ensure quality of campaign by quantifying viewability, targeting, NHT and brand safety

Benefits for Agencies, Marketers and Publishers

CONFIDENTIAL


Key Takeaways

• Consumers are embracing mobile in a big way – and it’s

changing how we think about our brands • Consumers are building more video into their lives – building

advertising opportunities

• TV is still King, but it's not a zero-sum game• Time spent viewing “TV programming” not declining but fragmenting

across devices while more devices equals more engagement

• TV content owners aggressively monetizing online video with ad

revenues. Big upside

• Tomorrow’s media research data won’t mirror the past


www.comscore.com/Total

[email protected]

http://www.comscore.com/Total

Investor Relations

Joan FitzGerald at the Video Insider Summit