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Digital politico Presentation Transcript

  • 1. THE DIGITAL POLITICO 5 Ways Digital Media is Shaping the 2012 Presidential Election APRIL 2012
  • 2. IntroductionDigital media has become one of the most – referring to a staffer from the opposingsignificant game-changers ever seen in camp as a “macaca” – went viral and helpedinfluencing the political landscape. Perhaps spell his eventual demise for that campaign.only rivaled by the advent of the TV – and the 2008 saw upstart Illinois Senator Barackmemorable first televised presidential debate Obama rely heavily on his digital operation –in 1960 between Kennedy vs. Nixon – we have which included online advertising and onlineseen digital media rapidly shape a completely fundraising with a strong social componentdifferent political reality than many of us ever – as the lifeblood of his unlikely campaign forenvisioned just a decade ago. President. The 2010 mid-term elections were the first in which Twitter played a key role,Several watershed events over the past few providing a broadcast channel for candidates toelection cycles have demonstrated just how voice their thoughts, ideas and opinions directlypowerful digital media could be in shifting the to their constituents and public at large.political narrative and determining winnersand losers. In 2004, Howard Dean first With so many forms of digital mediashowed how the Internet could be used to redefining the political battleground, the pastbuild a grassroots campaign as he tapped into decade has seen a marked change in themillions of supporters online and emerged as complexion of American democracy. In today’sa viable candidate from there. In 2006, Virginia 24/7 media environment, news reachesSenator George Allen saw his campaign get consumers faster than ever before, with everyderailed when a user-generated video clip of a word from candidates certain to be recordedcontroversial comment he made on the stump and ready to be spun for the next news cycle. 2
  • 3. Political blogs today serve as watchdogs, With the realities of this new digitally- steadily advocating for issues important dominated political environment, campaigns to their respective sides and ensuring that are becoming increasingly sophisticated about political missteps do not get overlooked. developing teams and strategies designed to deploy digital resources to reach and influence Social media has emerged in recent election key voter constituencies. In the following cycles not only as a means of facilitating the report, comScore shares a variety of data spread and amplification of these themes, and insights that help explain how digital is but also as a way to increase the velocity with being used by both parties in the run-up to the which they get noticed. Digital ads are now Republican primary, and how these strategies ubiquitous, helping to build candidates’ brands are likely to influence the upcoming general and promote their bedrock issues to the public. election. We identify five key trends shaping Online fundraising attracts small donors en the 2012 election cycle and how these themes masse as donation platforms incorporate are likely to play out in the course of the AUTHORS: social functions, engaging more people in the general election. Andrew Lipsman democratic process as they rally their own comScore, Inc. communities to support their candidates. Today, +1 312 775 6510press@comscore.com the White House itself has taken to using Carmela Aquino technology to engage citizens further, using comScore, Inc. YouTube to live stream press conferences and +1 703 438 2024press@comscore.com weekly “fireside chats” with the president. Stay Connected Follow @comscore 3
  • 4. Contents 5 Digital Advertising Develops Candidate Brands and Engages Voter Groups 7 Social Media Delivers Valuable Exposure for Campaigns11 Political Sites & Blogs Show Increasing Influence in the News Cycle13 Candidates Defend Turf with Paid Search15 Social Media Facilitates Online Fundraising17 Conclusion18 About comScore19 Methodology and DefinitionsThis report utilizes data from the comScore suite of products, including comScore Media Metrix, Ad Metrix, SocialEssentials, Segment Metrix 2.0, and Search Planner. In instances where candidates are not represented in certaincharts, there was not enough data available to show an accurate comparison for them. For more information oncomScore products, please visit http://www.comscore.com/Products_Services.
  • 5. DIGITAL #1 Digital Advertising Develops Candidate Brands and Engages Voter Groups ADVERTISING With each successive political cycle, digital media continues to ramp up and play a more prominent role in campaign While the Obama campaign was blanketing the web with ads in 2011, the Republicans were almost nowhere to be found. In outreach operations. While TV and radio ads still dominate fact, the Obama campaign outnumbered the combined effort In February 2012, campaign expenditures, digital media tactics are increasingly of the four leading Republican campaigns with any notableObama had the highest being used to influence the media narrative and voter online ad presence by a ratio of 10 to1 in the past six months,share of voice in online perceptions. In recent years, the Obama campaign has been reflecting a significant difference in advertising strategy at the forefront of this movement, going on a targeted digital between Obama and the rest of the candidates. In Februarydisplay ad impressions offensive long before other candidates did. alone, Obama had a share of voice in display advertising compared to other of 86 percent compared to the rest of the candidates, who Early in 2011, the Obama campaign began delivering a candidates. massive number of online display ads across the web each opted instead to use the more traditional channels of TV and radio advertising to influence the hearts and minds of voters, month and it has trended steadily upward since. In January, especially in the critical days before voters cast their ballots the campaign delivered 778 million ads and followed that up in the primaries. As a result, Republicans seem to largely be with 835 million in February, representing millions of dollars of underplaying the digital advertising channel, at least at this online advertising each month. stage of the campaign. Obama for America: Display Ad Trends Presidential Candidates: Display Ad Share of Voice Source: comScore Ad Metrix, U.S., Apr-2011 - Feb-2012 Source: comScore Ad Metrix, U.S., Feb-2012 5
  • 6. DIGITAL Without the need to fight in a primary, the Obama campaign’s online strategy reveals that it is likely more interested in long- for President advertised mostly on Facebook, with 58.2 percent of its ads coming over the social network – theADVERTISING term voter engagement and brand-building. An analysis of highest percentage seen for any candidate so far. Newt 2012 some of the most heavily-placed ads by the Obama campaign delivered nearly 30 percent of its display ads through the over the first few months of the year reveals a few themes Drudge Report and more than 20 percent through the Fox emerging: (1) general brand-building, (2) issue definition, News Digital Network – both sites known to have conservative and (3) voter & constituency engagement. The ads below leanings. Meanwhile, Rick Santorum for President delivered highlight each of these appeals to supporters. More recently, the highest share of its display ad impressions on TheBlaze. ads targeted to specific voter groups have appeared. These com, Glenn Beck’s political blog owned by Clear Channel. include Women for Obama and even Pet Lovers for Obama. These differences in strategy suggest that Santorum and Gingrich have been focusing primarily on primary voters, while Analysis of the top 3 web publishers of display ads for each the Romney campaign may have always had its eyes looking of the leading Republican candidates reveals an interesting ahead to the general election. mix of strategies. Over the past six months, Mitt Romney Share of Advertiser Ad Impressions for Top 3 Publishers for Each Campaign Source: comScore Ad Metrix, U.S., Sep-2011 to Feb-2012 Display Ad Impressions Share of Advertiser 6
  • 7. SOCIAL #2 Social Media Delivers Valuable Exposure for Campaigns MEDIA Social media’s ubiquity and rise in popularity in recent Democratic social strategies to date demonstrates how and years have largely contributed to shaping a more social why it needs to be considered along with each of the other environment online – not just among friends, but also more established media channels. Like other mass media, between brands and consumers as well as candidates and social media has the ability to reach an audience and deliver voters. Today, social media has become an integral part of an impression with the ability to persuade a voter’s opinion the political media landscape, growing as a primary channel and compel them to act. What has not traditionally been for campaigns to reach out to their constituents, provide understood is the scale at which social media can reach open lines of communication, and weigh in on the issues of prospective audiences and how it may actually influence the the day (when they can’t get on TV, of course). behavior of those reached. The following data reveal how campaigns can capitalize on ‘earned’ media impressions Through social media, a wider group of voters have found through Facebook that can be similar in scale – and in a way of more actively engaging in political discussion, some cases much larger – than the number of impressions debates, and issue advocacy. Whereas people may once delivered by their paid display ad campaigns. Earned have gathered in small groups to share their political impressions are defined as advertising messages people opinions, they are now able to do the same with a broader pass on to their friends and associates via social networks, number of people online by simply writing a post and functioning as bonus advertising providing additional clicking a link to share these with friends. As a result, in exposures at no added cost. addition to (and in some cases in place of) the political conversations that typically take place in small groups around office watercoolers, similar conversations now take place on people’s Facebook timelines and Twitter feeds, 26.1 MILLION 2.4 MILLION 1.6 MILLION 281,000 giving birth to the “digital watercooler.” The true power of Facebook Fans Site Visitors Facebook Fans Site Visitors the “digital watercooler,” however, is the ability to amplify these debates – which used to occur between a few people – to dozens or even hundreds of people in one’s social Barack Obama Mitt Romney networks. Beyond merely engaging a core base of supporters, however, campaigns have also found value in social media as a means for reaching a broader prospective audience. Although social media continues to evolve as an advertising Source: comScore Media Metrix, U.S., Mar-2012, and Facebook, Apr-2012 channel, a comScore analysis of both the Republican and 7
  • 8. SOCIAL While the Obama campaign delivered nearly 800 million the virality ratio (ratio of paid to earned impressions), Ron MEDIA paid display ads in January – a significant number on its own – it leveraged Obama’s 25 million Facebook Paul clearly won that race by getting more than twice as many free exposures than the number he paid for. If one fans to deliver nearly 66 million additional earned were to apply the average online display ad CPM (cost The Obama impressions virally. On the Republican side, Ron Paul per thousand impressions) of $3, then the 30 million campaign more than doubled his paid media presence with earned earned impressions received by the Ron Paul campaign generated impressions, while Romney received half as many were worth nearly $100,000 in advertising in one month. impressions and Santorum nearly matched his paid total. Because messages endorsed by friends can in some cases almost as In other words, the Obama campaign generated almost be more likely to persuade the thoughts and feelings of much free as much free advertising by fans spreading ad messages those exposed, the value of these viral impressions may advertising by virally as the sum total of all the paid advertising of all the be far greater than the initial estimate. The digital lesson Republican candidates. there is that a compelling ad will indeed travel, amplifyingfans spreading the candidate’s message and value of the online dollars ad messages It is fair to say that on sheer volume of exposure, the spent. It is well worth the time and effort for campaigns to virally as the Obama campaign is far outpacing Republicans in understand the degree to which the message resonates leveraging social media. On the other hand, if we look at sum total of with fans before running the campaign. all the paid Barack Obama: Selected Republican Presidential Candidates: advertising Total Paid Ad Impressions (000) vs. Earned Media Impressions Total Paid Ad Impressions (000) vs. Earned Media Impressions of all the (000) on Facebook Source: comScore Ad Metrix and Social Essentials, U.S., Jan-2012 (000) on Facebook Source: comScore Ad Metrix and Social Essentials, U.S., Jan-2012 Republican candidates. 8
  • 9. SOCIAL An analysis of the frequency of exposures across candidates is also insightful. On average, each paid exposure to a fan Another important component of a campaign’s social media presence is to understand which audiences they MEDIA results in .68 of an exposure to a friend of that fan. This are reaching. One might assume that those who visit the further demonstrates the unique capabilities of social media campaign’s website or who become fans of a given candidate in engaging a broader mix of users. Gingrich ads stood out are likely to be engaged constituents and supporters. While as an exception to the general pattern in that they managed that may certainly be the case, our data also suggest that to expose friends of fans more often than his actual fans. these two groups may be very different audiences in reality. Even though Gingrich had a much smaller base of fans, this For example, 57 percent of visitors to BarackObama.com suggests those fans were passing those messages onto their are age 45 and older, compared to just 22 percent of his friends at an unusually high rate of frequency Facebook fans. Overall, his social audience skews younger than the audience he reaches via his website. Mitt Romney, Frequency of Impressions for Fans and Friends of Fans on the other hand, shows the opposite pattern. Although Source: comScore Social Essentials, Jan-2012 he has not yet amassed an audience that is anywhere near President Obama’s, the audience he is reaching through social means actually skews older than the audience that Barack Obama 7.0 visits his website. Such marked differences suggest that 5.1 campaign operations must understand who their audience is 11.4 Mitt Romney for each media and design their strategies accordingly. 6.4 Rick 18.7 Santorum 8.9 Newt 8.8 Gingrich 11.2 Ron Paul 24.3 9.1 Frequency of Impressions per Fan Frequency of Impressions per Friend This illustration highlights how social media effectively serves as a channel for campaigns to generate a word-of-mouth effect among supporters, broadening the reach of their campaign messages at a fraction of what it would normally cost to do so on other platforms. 9
  • 10. SOCIAL Selected Presidential Candidates: Demographic Composition of Site Visitors vs. Facebook Fans MEDIA Source: comScore Ad Metrix and Social Essentials, U.S., Jan-2012 10
  • 11. SITES #3 Political Sites & Blogs Show Increasing Influence in the News Cycle& BLOGS Political sites and blogs have played an increasingly important role in elections, with their relentless coverage of the election in political debates, more than mainstream news sites. For instance, DailyKos, one of the most prominent progressive horserace and growing influence as sources in the digital blogs online, thrives on contributions from community ecosystem. It has been argued that the emergence of such members, as users of the site are able to post their own overtly partisan commentary channels feeds into an “echo entries for discussion and place comments on leading chamber” effect in American media, where political outlets stories. In fact, across most political sites, the comment sharing the same views have, over time, created a self- section has emerged as one of the most engaging site reinforcing and polarizing environment for partisan discourse.1 sections, fostering debate and keeping discussions alive. To quantify the impact of the vastly growing ecosystem of political sites, comScore analyzed at a selection of political sites and blogs. The left-leaning Huffington Post Politics Visitation to Selected Political Sites and Blogs page – the most heavily visited property in the Politics Source: comScore Media Metrix, U.S., Feb-2012 category in February - attracted 9.2 million U.S. unique visitors, representing 4.2 percent of all Americans online. NewsMax, a conservative news site, attracted more than 4.6 million Americans. For context, MSNBC, CNN, and the New York Times – some of the most visited mainstream news outlets online – reached between 30 million and 48 million Americans in February 2012. While these political sites currently reach only a fraction of the audience of mainstream news sites, it is important to note that they have in many cases been instrumental in breaking stories and covering issues that have exploded all over national news, inciting dialogue, and leading to far-reaching repercussions. Furthermore, political sites and blogs, in particular, have shown an ability to engage their audiences 1 Jamieson, K. H. & Cappella, J. N. (2008). Echo chamber: Rush Limbaugh and the conservative media establishment. New York, NY: Oxford University Press. 11
  • 12. SITES To what extent do political sites engage visitors with the same views or reach across the aisle? An analysis of the Share of Minutes Consumed on Selected Political Site Audiences by Party Affiliation & BLOGS political affiliations of site audiences reveals some interesting Source: comScore Segment Metrix, i360 Segments, Feb-012 observations. As one might expect, many of the sites to the While political right of the political spectrum show higher percentages of TalkingPointsMemo.com Republicans. Similarly, among left-leaning sites, a greater HuffPost Politics blogs and sites percentage of Democratic visitors can be found. However, DailyKos.commay attract a good one should note that the differences aren’t significant in many Politico.comamount of visitors cases. Perhaps what is most interesting is that for most of DailyCaller.com these sites, Independents comprise the largest share of unique from across party NewsMax.comSites visitors. Another interesting dynamic is that although these sites lines, they appear feature a higher percentage of visitors from their respective Breitbart.com to still be more political bent, there continues to be a notable percentage of DrudgeReport.com likely to regularly visitors from the other side of the aisle, suggesting that people are not necessarily living in a partisan echo chamber and are in engage visitors fact consuming more of a balanced media diet. who share the However, a deeper look into the share of time spent on these same views. Political Affiliation for Selected Political Site Audiences sites by each segment makes it clearer which side of the aisle Source: comScore Segment Metrix, i360 Segments, Feb-2012 is really engaging in site content. While Talking Points Memo shows a notable percentage of Republican visitors to its TalkingPointsMemo.com sites, Democrats account for the vast majority of time spent HuffPost Politics on the site. Similarly, while the Daily Caller shows a fairly high DailyKos.com percentage of visitors identified as Democrats, Republicans Politico.com account for more than two-thirds of time spent by all visitors on the site. Thus, while political blogs and sites may attract a good DailyCaller.com amount of visitors from across party lines, they are still more NewsMax.comSites likely to regularly engage visitors who share the same views. Breitbart.com DrudgeReport.com 12
  • 13. PAID #4 Candidates Defend Turf with Paid Search SEARCH Another form of candidates’ digital media expenditure that should not be overlooked is search. Many low-information Trend in Paid Search Impressions (000) Source: comScore Search Planner, U.S., Nov-2010 to Feb-2012 voters’ first or second impression of a particular candidate More than 60 gets formulated when they search for that candidate online. percent of click- With the significant amount of highly partisan rhetoric throughs to floating around the web – much of it falling short on factual accuracy – it has never been more important for candidatesBarackObama.com to ensure the first information potential voters see is came from paid legitimate. This issue was perhaps most pronounced with search ads. Rick Santorum, whose top organic search result on Google famously links to a vulgar definition of his name. Such inauspicious organic results can partially be drowned out through effective use of paid search advertising. Although President Obama is clearly the most visible and well known of the candidates, his campaign has In the last six months, paid search advertising contributed to consistently purchased paid search advertising in order to the various candidates’ sites in varying degrees. More than direct constituents to his website. The leading Republican 60 percent of click-throughs to BarackObama.com came candidates did minimal paid search advertising during most from paid search ads – the highest among the candidates. of 2011, but began to ramp up quickly at the end of the Search engine click-throughs to RickSantorum.com were year and into 2012. In January, Santorum even surpassed also driven by a similarly high percentage at 56 percent. the Romney campaign in paid search impressions despite a While Santorum’s “Google problem” may have necessitated pronounced fundraising disadvantage. greater search advertising expenditure, he did go on to become significantly more competitive at that point with an early primary win in Iowa and subsequent wins throughout the Midwest and South. This investment in search might well have played a role. 13
  • 14. PAID % of Click-Throughs to Selected Campaign Sites from Paid SearchSEARCH Source: comScore Search Planner, U.S., Sep-2011 to Feb-2012 14
  • 15. #5 Social Media Facilitates Online Fundraising ONLINE One of the most significant imprints digital has left on Ron Paul, among other grassroots candidates, has FUNDRAISING democracy is the role it has played in democratizing popularized the notion of the “moneybomb,” whereby large the online fundraising process. In the 2004 Democratic amounts of money are raised in a narrow window of time Obama’s Facebook nomination, the insurgent Howard Dean campaign first with social media serving as the primary mechanism offans and their friends demonstrated how the Internet could be used to not only message dissemination to attract contributors. keep campaigns afloat but actual help them compete donated at a rate 2.5 To better understand how social media exposure might in the primary process. With each subsequent political times that of the cycle, online fundraising has grown and the 2008 Obama influence online fundraising efforts, we analyzed the donation rate among Barack Obama fans and friends as non-fans. campaign set a new standard for how average voters could engage with campaigns through their pocketbooks, raising compared to donors who were not among these segments. a formidable half billion dollars online from small donations.2 The results showed that fans and friends (0.022% donor penetration) donated at a rate 2.5 times that of the non- Social media has also emerged as an important aspect of fans (0.009% donor penetration). political engagement, with most politicians now engaging with their constituents over Facebook and Twitter. Once again, the 2008 Obama campaign paved the way for Percentage of Segments Who Donated on BarackObama.com Source: comScore Social Essentials, U.S., Oct-2011 to Feb-2012 social media’s influence in politics with its Facebook presence and its own social network mybarackobama.com. But it was really the Republican candidates and members of Congress who took the lead with Twitter and showed 0.022% how that tool could be used effectively during the 2010 election cycle. Here in 2012, we will see the intersection of online 0.009% fundraising and social media like we have never seen before. The Internet makes it easier for people to donate online, but social media increasingly provides the impetus. Fans & Friends All Other 2 Vargas, J. A. (2008, November 20). Obama raised half a billion online. The Washington Post. Retrieved from http://voices.washingtonpost. com/44/2008/1 1/20/obama_raised_half_a_billion_on.html 15
  • 16. ONLINE Despite their higher likelihood of giving – as might be expected given their stated affinity for Barack Obama – As the general election begins to heat up in earnest and citizens start donating with greater regularity andFUNDRAISING they actually donated less on average ($18) than the other in higher amounts, we can expect to see social media donor segment ($28). Upon further investigation, we found play an increasingly important role in fundraising velocity. that these donors were typically significantly younger than In particular, watch for the “moneybomb effect” around other donors, with 26 percent under age 35 compared to 7 landmark events during the course of the campaign. percent among the non-fan segment. This finding suggests that social media may be a particularly effective channel in soliciting smaller donations from wider numbers of users. While the fundraising itself is important to the campaign, there is an added benefit to simply getting donors to contribute any amount, however small, because it affirms their commitment to the campaign and makes them more likely to get out to the polls on election day and engage in candidate advocacy. Barack Obama Online Donors: Demographic Composition of Facebook Fans & Friends vs. Non-Fans Source: comScore Social Essentials, U.S., Oct-2011 to Feb-2012 16
  • 17. ConclusionAs we conclude the primary portion of the 2012 election But the Romney campaign will be formidable, especially asseason and Mitt Romney assumes the unofficial mantle it manages to rapidly consolidate resources and implementof Republican nominee, it will be interesting to see if big picture campaign strategies. The campaign has theand how each campaign applies the lessons of the past opportunity to reintroduce Mitt Romney to the publicseveral months to leverage the digital channel in the through brand-building ads that help court moderates andmonths ahead. While the Romney campaign is not short independents, particularly women. It must also get creativeon resources, it certainly has its work cut out for it on the about quickly narrowing Romney’s social media deficit anddigital battleground. push his fan count past 10 million if he intends to leverage this valuable network for message amplification, campaignThe Obama campaign has established itself as a fairly organization and get-out-the-vote operations.well-oiled machine when it comes to digital campaignstrategy. Its online political advertising efforts are The next six months of the general election will be atargeted, attention-grabbing and speak to particular multimedia extravaganza, and digital strategy will beconstituencies. The campaign’s social media following front and center in driving the narrative and ultimatelyalso leads by a wide margin, providing the campaign with helping determine who wins and who loses. We will alla strong network that can be leveraged to drive online be watching closely to see if the Romney campaign canfundraising. defeat the Obama campaign on its home court – the digital battleground. 17
  • 18. About comScore, Inc. comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. comScore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing data, analytics and on-demand software solutions for the measurement of online ads and audiences, media planning, website analytics, advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce, and a broad variety of emerging forms of digital consumer behavior. comScore services, which now include the product suites of recent acquisitions AdXpose, Nedstat, Nexius XPLORE, ARSGroup and Certifica, are used by more than 1,800 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!.FOR FURTHER INFORMATION, For more information, please visit www.comscore.com PLEASE CONTACT: Andrew Lipsman comScore, Inc. +1 312 775 6510 press@comscore.com Carmela Aquino comScore, Inc. +1 703 438 2024 press@comscore.com Stay Connected Follow @comscore 18
  • 19. Methodology and DefinitionsThis report utilizes data from the comScore suite of products, including comScore Media Metrix, Ad Metrix, SocialEssentials, Segment Metrix 2.0, and Search Planner.comScore Media MetrixThe comScore Media Metrix suite of syndicated products sets the standard for digital audience measurement and mediaplanning. Powered by Unified Digital Measurement™, the revolutionary measurement approach that bridges panel-basedand website server-based metrics to account for 100 percent of a site’s audience, Media Metrix delivers the most accurateand comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, householdincome and household size. Media Metrix reports on more than 70,000 entities, with audience measurement for 43individual countries and 6 global regions, as well as worldwide totals.For more information, please visit:www.comscore.com/Products_Services/Product_Index/Media_Metrix_SuitecomScore Ad MetrixcomScore Ad Metrix provides competitive intelligence for tracking display advertising, reporting on key person-basedmetrics and uncovering unique contextual insights. Using patented proprietary technology, Ad Metrix is able to track all adsdelivered to panelists, offering visibility into category, company and brand level advertisements. Ad Metrix also providesdetails on creative messages used in specific campaigns and reports on the full range of advertising metrics, such asexpenditures, share of voice, ad clutter, exposed unique visitors, frequency, reach, GRPs and publisher-level demographics.For more information, please visit:www.comscore.com/Products_Services/Product_Index/Ad_Metrix 19
  • 20. Methodology comScore social Essentials and comScore Social Essentials helps quantify social media marketing efforts by providing insight into the demographic and behavioral composition of a brand’s social media audience, the reach and frequency of social media brand impressions. definitions Social Essentials also offers competitive intelligence across brands and the ability to tie social media exposure to desired consumer behaviors including brand engagement and spending propensity. Currently, Social Essentials is only available for Facebook. For more information, please visit: www.comscore.com/Products_Services/Product_Index/Social_Essentials comScore Segment Metrix 2.0 comScore Segment Metrix 2.0 provides actionable insights into the online behavior of Internet users across a variety of robust industry-leading segmentation schemes, helping marketers and publishers understand the online behavior of their target audiences. Segment Metrix 2.0 incorporates industry-leading segmentation approaches from a variety of partners. This report shows insights from i360 Segments, which leverage offline data on voter registration, political affiliation, issue alignment, and behavioral demographics. For more information, please visit: www.comscore.com/Products_Services/Product_Index/Segment_Metrix_2.0 comScore Search Planner comScore Search Planner informs search strategy by delivering direct insight into paid and organic search results across all search engines. Search Planner provides the ability to analyze search terms driving traffic to specific sites, benchmark search-term performance for a site against competition and the industry, and quantify opportunities and estimate click- through rates and search spending. For more information, please visit: www.comscore.com/Products_Services/Product_Index/Search_Planner 20 © 2012 comScore, Inc.