Presented by Gian Fulgoni, Co-Founder and Chairman Emeritus, comScore at AdExchanger's Omni.Digital conference on September 10, 2015.

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On the Path to Accurate
Cross-Channel & Cross-Platform Attribution
September 10, 2015
Gian Fulgoni
Co-Founder & Chairman Emeritus

2. © comScore, Inc. Proprietary. 2
Four Ways to Measure Marketing Impact on Sales
1. Direct Link
To Sale
2. Attitudinal
Survey
3. Aggregate
Level
4. Individual/
Household
Level
Attribution
Modeling
A/B
Testing
(test/control)

3. © comScore, Inc. Proprietary. 3
The Evolution of Attribution Measurement
Cross-
Platform
Attribution
Validated/
Causal
Sales Lift
Measurement
Sales Lift
Measurement
Attitudinal Lift
Measurement
Click-
Through
Rate

4. © comScore, Inc. Proprietary. 4
$994
$9,905
$1,263
$11,550
Online Offline
Unexposed Exposed
$ Sales Lift Among Exposed HHs
Compared to Unexposed HHs
+17% Lift
+27% Lift
Source: “Whither the Click?” 139 comScore studies
Journal of Advertising Research
From Click-Through-Rate to A/B Test
Display Ads Work Despite CTR Rates of Only 0.1%
Exposure to display ads doesn’t just
impact online sales –
it also lifts in-store sales
The absolute dollar lift in offline
sales is 5x higher than lift in e-
commerce sales

5. © comScore, Inc. Proprietary. 5
0%
20%
40%
60%
80%
100%
120%
140%
Search and Display Search Only Display Only
Source: comScore Ad Effectiveness Solutions
Sales Lift Measurement Using A/B Tests
The Synergy of Search & Display
+119%
Incremental Lift in Offline Sales
Per (000) Exposed HHs for Retail Brand
+82%
+16%
For Multi-channel Retailers,
Higher Offline Sales Lifts
Are Seen From Search Vs.
Display Advertising
Search & Display Together
Return Increased Lift

6. © comScore, Inc. Proprietary. 6
Total Sales
Volume Lift
Index
0%
25%
50%
75%
100%
125%
Search and
Display
Search Only Display Only
+82%
+16%
+119%
0%
25%
50%
75%
100%
Search &Display Search Only Display Only
+8%
+81%
+11%
Source: comScore Ad Effectiveness Solutions
The Synergy of Search and Display Advertising (A/B Tests)
The Higher Reach of Display More Than Compensates for Lower Sales Lift
0%
25%
50%
75%
100%
Search &
Display
Search Only Display Only
200 100
198
Note: 0 equals par in above chart.
% of
Households
Reached
But a Display Campaign
Overlaid on Search Produces
Maximum Sales Lift
Incremental
Impact on
Offline Sales
per (000)
Exposed

7. © comScore, Inc. Proprietary. 7Source: comScore AdEffx Offline Sales Lift, Norms for CPG,
Sales Lift Measurement Using A/B Tests
Purchase-based Targeting Drives Higher In-Store Lift.
+21%
+38%
With
Purchase-
Based
Targeting
No
Targeting
Median Offline Sales Lift
From Digital Advertising
3 Month Campaign for CPG Brands
Among Consumers Receiving Ads
Compared to Control Group Receiving No Ads
With 100% Reach and no
Accounting for Out-of-View
Impressions, Purchase-based
Targeting Drives Higher
Lifts in a Brand’s In-store Sales

8. © comScore, Inc. Proprietary. 8
Campaign Reach/Frequency Comparison
Gross Impressions vs. In-View Impressions
Sales Lift Effectiveness Increases by 30%
Gross Impressions vs. In-View Impressions
Source: comScore vCE Benchmarks, U.S., 2014
Validated Sales Lift (A/B Tests)
Improving Viewability Increases Sales Lift
Campaigns
(>100 MM Imps)
Gross
Impressions
In-View
Impressions % Change
Avg. Impressions (MM) 227.0 133.6 -41%
Avg. Pop Reach 13.7% 10.6% -23%
Avg. Internet Reach 19.0% 14.6% -23%
Avg. Frequency 6.0 4.0 -33%
5.2%
6.8%
Gross Impressions In-View Impressions
Ensuring 100% campaign viewability & using purchase-based
improves impact of digital campaigns and increases sales lift
Average CPG Brand In-Store Sales Lift From Purchase-Based
Ad Targeting Plan (Based on Plan with 13.7% Pop Reach)

9. © comScore, Inc. Proprietary. 9Source: comScore/Dunnhumby for Digital, IRI/BehaviorScan for TV
Targeted Sales Lift Measurement (A/B Tests)
Digital Targeting Increases Sales Lift.
3.8%
6.8%
8.0%
Non-Targeted
Digital
Targeted Digital TV
Average In-Store Brand Sales Lift: TV vs. Digital
3 Mo. For Digital vs. 1 Yr. for TV
Because digital’s targeting
accuracy surpasses TV,
the Impact of Targeted
Digital with all ads being
viewable ultimately rivals
that of TV and occurs
faster

10. © comScore, Inc. Proprietary. 10
Left, Source: comScore BSL and Mobile BSL Benchmarks, U.S., 2015
Right, Source: comScore Media Metrix MP, July 2015
Measurement of Effectiveness of Mobile Advertising (A/B Tests)
Mobile Ad Effectiveness Outpaces Desktop
Lifts From Mobile vs. Desktop Ads
0.6
1.2
1.3
1.4
1.4
1.3
1.1
3.2
2.5
10.2
3
4.3
4.3
3.2
Top-Of-Mind
Awareness
Aided
Awareness
Ad Recall
Favorability
Likelihood to
Recommend
Purchase
Intent
Message
Association
Desktop Norms
Mobile Norms
Mobile
88%
Desktop
12%
Mobile
78%
Desktop
22%
Mobile
99%
Desktop
1%
Share of Time Spent
on Desktop vs. Mobile

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Cross-Platform Attribution
Will become the standard due to today’s fragmentation
of media consumption and the availability of
cross-platform data.

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The cross-platform world is here. Digital advertising is forecast to become
the #1 Media category in 2016, but TV not expected to decline.

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Cross-Platform
Measurement
Is All About
THIS
Live TV
DVR
Desktop
Smartphone
Tablet
OTT
TV VOD
Radio

14. © comScore, Inc. Proprietary. 14Source: comScore Project Blueprint January 2015
Digital Increases TV’s Reach
ESPN Daily Reach Build (Millions)
To take advantage of ESPN’s
TV/Digital reach, an advertiser needs
to place messages across
all platforms
25.0
5.0
1.2
Men 18+
31 million total Reach
Added Reach-
PC
Added Reach-
Mobile
TV

15. © comScore, Inc. Proprietary. 15
OTT viewing is already large and growing rapidly.
Hulu’s audience grows by 95% beyond the desktop by measuring mobile and OTT TV with co-viewing.
Source: comScore Hulu Total Audience Report, March 2015
0
5
10
15
20
25
30
Desktop Plus Mobile Plus OTT TV Plus Co-
Viewing
Total Audience
UniqueViewers(MM)
13.2
6.3
4.5
1.8
25.8 MM
12.6 MM
incremental
unique
viewers, or
nearly half
of Hulu’s
Total
Audience
% Share of
Videos
OTT TV
54%
Desktop
34%
Mobile
12%

16. © comScore, Inc. Proprietary. 16
PANEL
Commerce
Meter
+ Cookie Linking
+ Name/Address
Mobile
(Tags, Unified IP
Address)
comScore’s Attribution Database at the Individual Level Allows Full
Cross-Platform Attribution
TV
(Set Top Boxes+
Unified IP Address +
Calibration Panel)
Desktop
(Meter + Tags)

17. © comScore, Inc. Proprietary. 17
Multi-Touch Attribution at the Individual/Household Level
Overcomes “Last-Click” Challenge by Giving Each Actual
Exposure the Credit it Deserves in Leading a Consumer to Purchase
Takes into Account all Media, Promotions, and Temporary Price
Reductions
Captures and Calibrates Rolling Campaign Data Across All
Media to Control for Behaviors or Impression Frequency that Can Falsely
Impact Lift
Identifies Lift Drivers to Understand Relative Effectiveness for
Accurate Comparisons of Impact

18. © comScore, Inc. Proprietary. 18
Cross-Platform Attribution Example #1:
This multi-platform campaign lifted sales by 2%...
TV
Drove the
Most Lift
because it Reached
More HHs
Digital
was
More Impactful
per Exposure
(7x that of TV)
Simultaneous
TV + Digital Flighting
was the
Most Effective
by a Factor of 3
over TV Only
…Plus, increasing digital spending & simultaneous flighting
could make it even more effective in the future

19. © comScore, Inc. Proprietary. 19
Cross-Platform Attribution Example #2
Sales lift per media dollar spent can vary substantially by platform. In 2 of 4 examples
below, Video outperforms Television, in 1 they are very close and in 1 TV significantly
outperforms Video.
Brand 1 Brand 2 Brand 3 Brand 4
$Sales Lift per Media $ Spent
TV
Video
TV Video
TV
Video
TV
Video

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Sales lift per media dollar spent varies
according to brand, target segment,
creative, platform and media plan … putting
increased importance on accurate
attribution measurement
A general conclusion ….

21. © comScore, Inc. Proprietary. 21
Conclusions
Using Reach &
Frequency Data
That Have Been
Validated for
Viewability and
Targeting Accuracy
Is Mandatory
Forget the Click
A/B Testing and/or
Person-Level Multi-
Touchpoint
Attribution Modeling
is Needed to
Accurately Reflect
the Impact of Digital
Media Plans
Person-Level
Attribution
Modeling Will
Become Even More
Important as Cross-
Platform Viewing
Data Becomes the
Standard

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