1. © 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

2. © comScore, Inc. Proprietary. 2
The real advertising capital of the world?
остаток
бартер

3. © comScore, Inc. Proprietary. 3
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

4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Ads should be seen and
sometimes heard…
…but definitely seen
Analytics for the Digital World

5. © comScore, Inc. Proprietary. 5
• #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

6. © comScore, Inc. Proprietary.
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 TravelCPG/RestaurantHealth/Pharma AutoTele/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

9. © comScore, Inc. Proprietary.
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

10. CHANGING HOW THE WORLD SEES
DIGITAL ADVERTISING

11. 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

14. © comScore, Inc. Proprietary.
The Above-the-Fold Myth?
Above-the-fold in-view rates ranged from 48% to 100%
source: comScore vCE charter study

15. © comScore, Inc. Proprietary.
Some Below-the-Fold ads
are actually premium inventory.
Below-the-fold in-view ranged from 3% to 67%.
source: comScore vCE charter study

16. © comScore, Inc. Proprietary.
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

17. © 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

18. © 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%

19. © 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

20. © 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

21. © 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

22. © comScore, Inc. Proprietary.
Implications:
Putting It All Together

23. © comScore, Inc. Proprietary.
Why does this matter?
Complete in-view measurement
is the only way to accurately
validate total campaign delivery…
…all else is incomplete.

24. © comScore, Inc. Proprietary.
In order for a digital GRP to be truly cross-media
comparable, it has to account for viewable impressions

25. © 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

26. © 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

27. © comScore, Inc. Proprietary. 27
Thank You
Owen West
VP Sales, Emerging Markets
owest@comscore.com
www.comscore.com
www.facebook.com/comscoreinc
@comScoreEMEA

28. © 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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