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State of the Global Internet
With Lessons Learned from Measurement of Online Advertising




 Gian Fulgoni
 Executive Chairman and Co-Founder, comScore Inc
Discussion Topics


 A Brief Introduction to comScore
 Key Trends in Global Internet Behavior
 Lessons Learned About Online Advertising:
 – The Click
 – The Cookie
 – Ad Visibility
 – Facebook




               © comScore, Inc.   Proprietary.   2
comScore is a Global Leader in Measuring the Digital World



NASDAQ              SCOR
Clients             1,900+ worldwide
Employees           1,000+
Headquarters        Reston, VA
                    170+ countries under measurement;
Global Coverage
                    43 markets reported
Local Presence      32+ locations in 23 countries




                  © comScore, Inc.   Proprietary.   3        V0411
comScore’s UDM Approach Leverages the Best of Panel and Server Data


      2 Million Person Panel                                PERSON-Centric Panel with
   360°View of Person Behavior                              SITE-Census Measurement


                  Web Visiting
                   & Search
      Online       Behavior            Online
    & Offline                          Advertising
     Buying                            Exposure           PANEL                           CENSUS

                                       Advertising
 Transactions                          Effectiveness

  Media & Video                     Demographics,
   Consumption                      Lifestyles
                    PANEL
                                    & Attitudes
                                                           Unified Digital Measurement™ (UDM)
                 Mobile Internet
                Usage & Behavior                                  Patent-Pending Methodology
                                                                 1 Million Domains Participating
                                                          Adopted by 80% of Top 100 Global Media Properties



           And, a behavioral cross-platform measurement capability
                                       4
                        © comScore, Inc.   Proprietary.                                              V0411
The U.S. Is No Longer the Center of the Online Universe

  U.S. Internet Population vs. Rest of the World                Distribution of Worldwide Internet Audience
                                                                                Middle
                                                                                East -
Rest of the
     World     34%                                                       Latin Africa,
                                                                        America, 8.8%
                                                                         9.0%
                                                                                                                Asia
                                         87%                        North                                     Pacific,
                                                                   America,                                    41.3%
      U.S.                                                          14.6%
               66%                                                                      Asia Pacific


                                                                                     Europe,
                                         13%                                          26.4%

               1996                          2011


  In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region
   with over 40% of online population.
  Many emerging regions likely to bypass old modes, skipping dial-up to go straight to broadband,
   making multimedia, video, and collaborative content immediately accessible.
  Early adoption of mobile web in addition to PC web will likely be popular in many of these high-
   growth areas.

                          © comScore, Inc.   Proprietary.   5        Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
Asia Continues Significant Growth in Size of Internet Audience

 Growth expected to continue as home
                                                                                Worldwide Online Population
  broadband penetration increases in Asia
                                                                                        (Millions)
  and Latin America
                                                                                                       +9%
 Growth in developing regions likely to                                                                               1,444
  also continue as people move from                                                  1,323
  shared-access to home & work use
 Growth slow in North America
                                                                                2010 Dec                          2011 Dec
 European growth mostly driven by
  Russia


        +11%                                          Dec-11        Dec-10
      595   534          +6%
                      381 361                                 +3%                       +15%                           +14%
                                                        210    203
                                                                                  129       112                  126       111

       Asia Pac         Europe                        North America           Latin America                    Middle east
                                                                                                                 Africa


                    © comScore, Inc.   Proprietary.             6     Internet Audience 15+ accessing Internet from Home or Work
                                                                      Source: comScore Media Metrix, Dec 2010 and Dec 2011
Shared-Access Environments Make up Significant Portion of Total
Population in Some Regions


 Shared-access population in India is almost as large as the Internet
 population accessing from work and home
         331
                                                     Unique Visitors (MM)

                                                       15+ H/W           Other




               105

                              47           43            52
                                                                  32         25                              29
                                                                                       11             12

           China                 India                    Brazil             Mexico                 Indonesia

                   © comScore, Inc.   Proprietary.            7    Source: comScore Media Metrix, Dec 2011
Size of Online Audience in BRIC countries, 15+ Home & Work

 Significant growth in BRIC countries in the past year, particularly in China,
  where 13% growth represents 40 million new web users from work & home
 Growth similarly high in many Latin American and Asian markets



                                   Online Population Sizes (MM)
                                              BRIC
       +13%                                            Dec-10   Dec-11
              331
    291


                                         +12%                            +15%                                          +15%


                                       42             47               45             52                           46         53


       China                                India                           Brazil                                     Russia


                    © comScore, Inc.   Proprietary.         8   Internet Audience 15+ accessing Internet from Home or Work
                                                                Source: comScore Media Metrix, Dec 2010 to Dec 2011
India Internet Users are Much Younger than Global Average


 Internet audience in India skews dramatically younger: 75% of web
  audience is under 35, compared to 52% of the world and 55% of the region

                        Composition of Internet Audience 15+


  Worldwide              26                                  26                          22                      14                12



 Asia Pacific              28                                   27                             23                      12           9

                                                             75%
        India                  33                                            41                                     17             6 3

                0%   10%           20%                 30%    40%      50%          60%           70%          80%           90%        100%

                     15-24                              25-34             35-44                       45-54                        54+

                     © comScore, Inc.   Proprietary.              9   Internet Audience 15+ accessing Internet from Home or Work
                                                                      Source: comScore Media Metrix, Dec 2011
India’s Usage Relatively Low Compared to Some Other Countries


 Web users in China and India are lighter users than Russians and
  Brazilians
 Expect usage rates to increase as home/work Internet penetration
  increases and broadband becomes more readily available

                             Total Hours Online per Visitor
                                                           WW AVG:      24.4
                                     Russia                           25.1

                                      Brazil                          26.7

                             Indonesia                     16.4

                                     Mexico                       21.1

                                      China              14.1

                                        India            13.0



                  © comScore, Inc.   Proprietary.   10    Internet Audience 15+ accessing Internet from Home or Work
                                                          Source: comScore Media Metrix, Dec 2011
Young People Drive Internet Consumption in India Today, Suggesting
Future Overall Usage Will Rise Dramatically


 25-34 year olds are India’s heaviest Internet users


                                             Time Online by Age
                                          Total time in Billion Minutes
  16                          14.9
  14
         12.4
  12

  10

   8
                                                        6.1
   6

   4
                                                                                         2
   2                                                                                                                 0.87
   0

        15-24               25-34                     35-44                         45-54                             55+




                 © comScore, Inc.   Proprietary.       11     Internet Audience 15+ accessing Internet from Home or Work
                                                              Source: comScore Media Metrix, Dec 2011
Social Networking Has Exploded Globally

        Millions of Monthly Users
               I n O c t 2 0 11                                                   Around the world,
                                                                                  Social Networking
                                                                 1,179.4          now reaches
                                                                                           billion
                                                                                  1.2
  Total Unique Visitors (MM)




                               916.8
                                                                                           users


                                         444.9                                    82%
                                                                                  of the world’s
                                                                                  online population

                               Email     Instant    Social
                                       Messengers Networking
                                                                                                   95%
                                                                                                    Reach among
                                           © comScore, Inc.   Proprietary.   12
                                                                                                    India online users
                                                                                          Source: comScore Media Metrix, October 2011
The Rise of the Global Social Networking Audience

                   Worldwide Total Unique Visitors (MM)
1,600

1,400
                                                                                               +88%
                                                                                            Total Internet
1,200

1,000
                                                                                           +174%
                                                                                            Social
 800                                                                                        Networking

 600

 400

 200

   0
        2007   2008                          2009        2010        2011


                                                                Source: comScore Media Metrix, March 2007 - October 2011
               © comScore, Inc.   Proprietary.      13
Nearly in        1 5
                  minutes online
  is spent on social networks today.
                2008                                      2009        2010                                2011

35
                                                                                                  Social Networking

30                                                                                           Search/Navigation

                                                                                        Retail
25
                                                                                  Communications (Email/IM)

                                                                          Other Content




Time Spent on Key Categories Online
Worldwide Hours per Month (Billions)

                                                                      Source: comScore Media Metrix, March 2007 - October 2011
                        © comScore, Inc.   Proprietary.          14
3        Facebook’s worldwide site rank

                                            Facebook’s global
55%                                         penetration


2   Facebook’s India site rank




                                                     Source: comScore Media Metrix, October 2011
          © comScore, Inc.   Proprietary.   15
3   in 4 minutes on social networking
    sites are spent on Facebook




1
     in 7 minutes spent online
     are spent on Facebook




                                             Source: comScore Media Metrix, October 2011
      © comScore, Inc.   Proprietary.   16
Since 2010, Facebook has taken the lead in 6 new markets
    across Asia, Latin America, and Europe


Jan-2010      Apr-2010       Jul-2010                    Oct-2010         Jan-2011     Apr-2011              Jul-2011             Oct-2011

                                         Facebook                                                                            788MM
           Facebook                      overtakes
           overtakes                     StudiVZ in
           Windows                        Germany
             Live in
            Portugal
                                                                                                          Facebook
                                                                    Facebook                              overtakes Hyves
                                                                    overtakes Yahoo!                      in the Holland
                                    Facebook                        Wretch in Taiwan
   471.4
                                    overtakes
               Facebook
                                    Orkut in India
               overtakes
              Windows Live
               in Mexico
                                                                               Facebook’s Ascent in Recent Years
                                                                               Total Unique Visitors (MM)



                                                                                     Source: comScore Media Metrix, January 2010 - October 2011
                             © comScore, Inc.   Proprietary.         17
Social Networking is Not Just Facebook

                          @online
         linkedin reaches 1 in 8
          users in India and 1 in 14
          worldwide
                                                                      @
 Twitter reaches 1 in 12 online                                                        @
 users in India and 1 in 10
 users worldwide


                                                 Source: comScore Media Metrix, Worldwide, October 2011
          © comScore, Inc.   Proprietary.   18
saw the largest decline in
                                                                 engagement with web-based
15-24 year olds                                                  email and instant messaging
              34%
                                         25%
                                                                                                  21%
                                                                      15%                                                        12%
                                                                                                                        1%

                                                                -4%                      -3%
                             -8%

       -22%
                    -32%                                                      -34%
                                                         -37%                                                -36%
-42%
  Age 15-24            Age 25-34                             Age 35-44              Age 45-54                        Age 55+

                                                        Instant Messengers           Email               Social Networking

Change in Average Time Spent with Content Category by Age Segment

                                                                         Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
                      © comScore, Inc.   Proprietary.            19
…but also saw the highest
                                                                 increase in engagement with
                                                                 social networking.
              34%
                                         25%
                                                                                                21%
                                                                     15%                                                       12%
                                                                                                                       1%

                                                               -4%                     -3%
                             -8%

       -22%
                    -32%                                                    -34%
                                                        -37%                                                -36%
-42%
  Age 15-24            Age 25-34                          Age 35-44               Age 45-54                        Age 55+

                                         Instant Messengers                  Email             Social Networking

Change in Average Time Spent with Content Category by Age Segment

                                                                       Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
                      © comScore, Inc.   Proprietary.           20
Online Advertising: Lessons Learned




          © comScore, Inc.   Proprietary.   21
Some things we’ve learned about online advertising


 • The click is at best an incomplete and at worst a
   misleading metric

 • Display advertising is an efficient and effective way to
   build sales both online and offline

 • Accurate delivery of media plan is critical

 • Facebook is a very efficient way to amplify reach and
   persuasiveness



               © comScore, Inc.   Proprietary.   22
Clickers represent a small and declining segment of Internet users


   •There were 50% fewer clickers in 2009 (16%) than in July 2007 (32%)
   • 8% of all Internet users account for 85% of all clicks
   • Optimizing against clicks means ignoring 84 percent of Internet users

                 July 2007                                                    March 2009


                                                                             Clickers
            Clickers
                                                                               16%
              32%

                                  Non-                                                            Non-Cli
                                 Clickers
                                   68%                                                             cker84
                                                                                                     %




                                                              Source: comScore, Inc. Custom Analysis, Total US Online Population, persons, July
                       © comScore, Inc.   Proprietary.   23   2007 and March 2009 data periods
Global Click Rates on Individual Campaigns are Pitifully Low

                         Worldwide Click-Through Rates*

              Austria                 0.05%                       France                0.11%

              Finland                 0.05%                            Italy            0.11%

                  UK                    0.07%                   Germany                 0.11%

              Canada                      0.08%                  Belgium                0.11%

            Australia                     0.08%                 Denmark                 0.11%

                 U.S.                      0.09%          New Zealand                    0.13%

               Spain                       0.09%           Netherlands                    0.15%

          Switzerland                      0.09%                  Greece                    0.17%

           Singapore                       0.09%                      India                  0.19%

              Ireland                       0.10%           Hong Kong                          0.22%

           Luxemburg                        0.10%                   China                                                 0.64%

                                     *Click-through rates across static image, flash and rich media formats
                                     Source: DoubleClick Benchmarks data representing a cross-section of countries, Jan to Dec, 2010
                 © comScore, Inc.   Proprietary.            24
How comScore measures advertising ROI:
Link ad exposure to behavior




                             Website
                            Visiting &
                             Search


             Video

                                                        Name
                                                          &
                                                       Address
              Online
           Transactions

                          Advertising
                           Exposure




                     © comScore, Inc.   Proprietary.       25    Source: comScore 2011
Journal Of Advertising Research:
comScore’s “Whither the Click?”


 Journal of Advertising Research, June 2009
 “What We Know About Advertising: 21 Watertight Laws for
  Intelligent Advertising Decisions”
      Prof. Byron Sharp, Ehrenberg Bass Institute, University of South Australia
      Prof. Jerry Wind, The Wharton School

 comScore’s “Whither the Click?”
  – 200+ comScore studies conducted in the U.S. to assess
    behavioral impact of paid search and online display ads.


           Even with Minimal Clicks,
           Display Advertising can Lift:
              • Site visitation
              • Trademark search queries
              • Online and offline sales

                    © comScore, Inc.   Proprietary.   26
                                                                                   26
Despite click rates of only 0.1%, comScore research has shown that
display ads can lift retailer sales – both online and offline

    Dollar Sales Lift Among Households
      Exposed to Online Advertising
                                                                                    Conclusions

                                     % Lift: 17%                           Exposure to display ads
                                                                          doesn’t just impact online
                                                        $11,550           sales – it lifts in-store
                                 $9,905                                   sales as well

                                                                           The absolute dollar lift
     % Lift: 27%                                                          in offline sales is 5x higher
                                                                          than the lift in e-commerce
                                                                          sales
    $994     $1,263
                                                                           The click is misleading
       Online                             Offline                         as a measure of campaign
                                                                          effectiveness
           Unexposed                 Exposed


                                                                       Source: “Whither the Click?” 139 comScore studies in the
                      © comScore, Inc.   Proprietary.             27
                                                                                     June 2009 Journal of Advertising Research
Branding’s digital challenge

   • Branding advertisers on TV are accustomed to audience guarantees
     and expect the same in digital
   • Accuracy of cookie-based digital plan delivery is problematic:

          Cookie Deletion                                Cookies Are Not People




                                     Ads Are Not Always Visible




                  © comScore, Inc.   Proprietary.   28
                                                         Source: comScore 2011
Because of multiple users on a computer, cookies can’t accurately
identify who is using a computer at any given point in time

                                        U.S. Users per Computer
                                                      2011


                                                                                     Over 64% of home
                                                                                       users share a
                                                                                       computer with
                                                                                        other users
                            3+ Users                               1 User
                              32%                                   36%




                                                   2 Users
                                                     32%




                 © comScore, Inc.   Proprietary.       29    Source: comScore 2011
Cookie deletion is a global reality … and a global challenge


   Accurately counting reach with cookies is not possible, yet is currently the method
                    used in most ad servers and analytics systems



                             Ad Server Cookies                                                 Web Site Cookies

                                                      Average # of                                       Average # of
                    Percent of                                                     Percent of
                                                       cookies per                                        cookies per
     Country        computers                                                      computers
                                                      computer for                                       computer for
                     deleting                                                       deleting
                                                     same campaign                                      same web site
 Australia              37%                               5.7                                28%             2.7

 Brazil                 40%                               6.6                                33%             2.5

 U.K.                   35%                               5.9                                27%             2.7

 U.S.                   35%                               5.4                                29%             3.5




                       © comScore, Inc.   Proprietary.          30   Source: comScore 2011
Cookie-based demo targeting limits a campaign’s ability to selectively
reach a targeted audience

                                                                               Target for this health & well being
                                                                               product was females age 35-54

                                       Male                           40% of exposed consumers outside of planned gender target
                                       40%
   % Composition of Exposed Audience




                                                                                        20.6%     15-24


                                                                                        22.4%     25-34

                                       Female
                                        60%                                             25.3%     35-44
                                                                                                               Only 43% of females
                                                                                                               exposed to the
                                                                                                               campaign met the
                                                                                        17.3%
                                                                                                  45-54        targeted age group
                                                                                        14.4%      55+



                                                Only 25% of all exposed consumers met planned targeting criteria
                                                 © comScore, Inc.   Proprietary.       31
Skewed ad server delivery causes wasted GRPs with overly saturated
consumers


                          Distribution of Exposed People by                                           CPG Campaign
                               Frequency of Exposures
                                                                                                 • 4 Weeks
          64%                                                                                    • 43 GRPs
                                                                                                 • Reached ~ 8MM People
                                                                                                 • Average Frequency = 4.5
    48%


                                                                                                                65% of
                                                                                                               Exposures

                                                                                                              27 Exposures
                                                                                                               per Person!

                16%                                          22%
                                                                                                        13%
                      8%
                                      5%
                                                        3%         3%      2%            2%      1%

     1           2    3                4           5         6              7             8      9      10+
                                               Exposures per Person



                           © comScore, Inc.   Proprietary.          32   Source: comScore 2011
Making Measurement Make Sense (3MS) Mission:




 Reduce costs of doing business due to
  complexity of digital advertising ecosystem
 ‘Single Tag’ solution to reduce complexity
 Improve reporting of ad exposure
 Bolster confidence that ads delivered are
 actually visible

            © comScore, Inc.   Proprietary.   33
Billions of impressions are being delivered – how can retailers ensure
the right consumers are seeing the messaging?




                © comScore, Inc.   Proprietary.   34
vCE Charter Study

18 campaigns
2 billion impressions
400k sites




                                                Allstate



         © comScore, Inc.   Proprietary.   35
Charter Findings

 In-view ad rates ranged from
 55% to 93% across 18 campaigns



                                                                       69%
                                                                       AVERAGE


0%   10%   20%           30%                  40%   50%   60%   70%   80%   90%   100%


                 © comScore, Inc.   Proprietary.     36
What’s new in social measurement?


    Using the comScore panel and proprietary technology,
     comScore is the first research company to provide
  continuous measurement of the impact of earned media
        among Fans and their Friends on Facebook.




              © comScore, Inc.   Proprietary.   37
Facebook is the largest publisher
                                                          of online display ad impressions,
Publisher Share of Display Ad Impressions
                                                                            Source: comScore Ad Metrix, U.S., Q3 2011
                        © comScore, Inc.   Proprietary.       38
SOCIAL ESSENTIALS
comScore now measures most major engagements on Facebook




              Ad Exposed




    Friends                                       Sponsored
    of Fans                                        Stories




              Fans

                © comScore, Inc.   Proprietary.          39
SOCIAL ESSENTIALS
What we know to be true…


       Facebook Fans are NOT regular visitors to Facebook Fan
      Pages. Marketers need to reach out Fans in their News Feed
                        with relevant content!


                                                                     Monthly Unique Visitors
        Brand                                        No. of Fans*      To Facebook Fan
                                                                            Pages**
      Coca Cola                                       24.0 Million           39,000

        Oreos                                         17.5 Million          137,000

       Best Buy                                       2.7 Million           175,000

  *Source: Facebook
  ** Source: comScore



                   © comScore, Inc.   Proprietary.        40
Friends of Fans represent a way for brands to efficiently amplify their
 reach substantially beyond Fans



FANS                                                  Earned
                Exposed Fans                        Impressions    Reach       Frequency   GRP
 Southwest                   661K                       2,457K     0.3%             3.7     1.1
 Bing                      1,070K                       3,353K     0.5%             3.1     1.6
 Starbucks                 4,841K                      13,664K     2.2%             2.8     6.3



FRIENDS                                               Earned
              Exposed Friends                       Impressions    Reach       Frequency   GRP
Southwest                   853K                        1,460K     0.4%             1.7     0.7
Bing                      2,035K                        3,183K     0.9%             1.6     1.5
Starbucks                 8,846K                       18,073K     4.1%             2.0     8.4




                                                              Friends expand
                                                               Fans Reach by
                  © comScore, Inc.   Proprietary.        41    133% to 186%
Fans and Friends of Fans exposed to earned brand impressions on Facebook
  exhibit higher brand engagement, e.g. site visitation, than the average
  Internet user

                Why do friends of fans have a higher orientation toward the brand?
                               1. Birds of a feather flock together
                                     2. Trusted persuasion




                                              Friends
                                                                          Friends



                                                                                                              Friends


Baseline
Internet User




                        © comScore, Inc.   Proprietary.   42   Source: comScore Social Esessentials May2011
Conclusions


 The digital world is expanding rapidly, driven by new users in some
  regions and / or by growth in time spent in others
 Younger consumers in India are leading the revolution, with higher
  engagement coming from 15-34 age segments
 Social Networking is a key driver of PC and Mobile activity,
  cannibalizing many other activities
 Online advertising is effective, both as a direct response and
  branding strategy
 For online advertising to get its fair share of advertising dollars
  – Ad effectiveness needs to be measured “beyond the click”
  – Accurate measurement of the delivery against media plan is critical
  – Facebook represents an efficient way to amplify reach and trusted
    persuasion
                  © comScore, Inc.   Proprietary.   43
Thank you!




Gian Fulgoni
Executive Chairman and Co-Founder, comScore Inc.

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Adtech india-2012-keynote-comscore

  • 1. State of the Global Internet With Lessons Learned from Measurement of Online Advertising Gian Fulgoni Executive Chairman and Co-Founder, comScore Inc
  • 2. Discussion Topics  A Brief Introduction to comScore  Key Trends in Global Internet Behavior  Lessons Learned About Online Advertising: – The Click – The Cookie – Ad Visibility – Facebook © comScore, Inc. Proprietary. 2
  • 3. comScore is a Global Leader in Measuring the Digital World NASDAQ SCOR Clients 1,900+ worldwide Employees 1,000+ Headquarters Reston, VA 170+ countries under measurement; Global Coverage 43 markets reported Local Presence 32+ locations in 23 countries © comScore, Inc. Proprietary. 3 V0411
  • 4. comScore’s UDM Approach Leverages the Best of Panel and Server Data 2 Million Person Panel PERSON-Centric Panel with 360°View of Person Behavior SITE-Census Measurement Web Visiting & Search Online Behavior Online & Offline Advertising Buying Exposure PANEL CENSUS Advertising Transactions Effectiveness Media & Video Demographics, Consumption Lifestyles PANEL & Attitudes Unified Digital Measurement™ (UDM) Mobile Internet Usage & Behavior Patent-Pending Methodology 1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties And, a behavioral cross-platform measurement capability 4 © comScore, Inc. Proprietary. V0411
  • 5. The U.S. Is No Longer the Center of the Online Universe U.S. Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience Middle East - Rest of the World 34% Latin Africa, America, 8.8% 9.0% Asia 87% North Pacific, America, 41.3% U.S. 14.6% 66% Asia Pacific Europe, 13% 26.4% 1996 2011  In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region with over 40% of online population.  Many emerging regions likely to bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video, and collaborative content immediately accessible.  Early adoption of mobile web in addition to PC web will likely be popular in many of these high- growth areas. © comScore, Inc. Proprietary. 5 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
  • 6. Asia Continues Significant Growth in Size of Internet Audience  Growth expected to continue as home Worldwide Online Population broadband penetration increases in Asia (Millions) and Latin America +9%  Growth in developing regions likely to 1,444 also continue as people move from 1,323 shared-access to home & work use  Growth slow in North America 2010 Dec 2011 Dec  European growth mostly driven by Russia +11% Dec-11 Dec-10 595 534 +6% 381 361 +3% +15% +14% 210 203 129 112 126 111 Asia Pac Europe North America Latin America Middle east Africa © comScore, Inc. Proprietary. 6 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, Dec 2010 and Dec 2011
  • 7. Shared-Access Environments Make up Significant Portion of Total Population in Some Regions  Shared-access population in India is almost as large as the Internet population accessing from work and home 331 Unique Visitors (MM) 15+ H/W Other 105 47 43 52 32 25 29 11 12 China India Brazil Mexico Indonesia © comScore, Inc. Proprietary. 7 Source: comScore Media Metrix, Dec 2011
  • 8. Size of Online Audience in BRIC countries, 15+ Home & Work  Significant growth in BRIC countries in the past year, particularly in China, where 13% growth represents 40 million new web users from work & home  Growth similarly high in many Latin American and Asian markets Online Population Sizes (MM) BRIC +13% Dec-10 Dec-11 331 291 +12% +15% +15% 42 47 45 52 46 53 China India Brazil Russia © comScore, Inc. Proprietary. 8 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, Dec 2010 to Dec 2011
  • 9. India Internet Users are Much Younger than Global Average  Internet audience in India skews dramatically younger: 75% of web audience is under 35, compared to 52% of the world and 55% of the region Composition of Internet Audience 15+ Worldwide 26 26 22 14 12 Asia Pacific 28 27 23 12 9 75% India 33 41 17 6 3 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 15-24 25-34 35-44 45-54 54+ © comScore, Inc. Proprietary. 9 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, Dec 2011
  • 10. India’s Usage Relatively Low Compared to Some Other Countries  Web users in China and India are lighter users than Russians and Brazilians  Expect usage rates to increase as home/work Internet penetration increases and broadband becomes more readily available Total Hours Online per Visitor WW AVG: 24.4 Russia 25.1 Brazil 26.7 Indonesia 16.4 Mexico 21.1 China 14.1 India 13.0 © comScore, Inc. Proprietary. 10 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, Dec 2011
  • 11. Young People Drive Internet Consumption in India Today, Suggesting Future Overall Usage Will Rise Dramatically  25-34 year olds are India’s heaviest Internet users Time Online by Age Total time in Billion Minutes 16 14.9 14 12.4 12 10 8 6.1 6 4 2 2 0.87 0 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary. 11 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, Dec 2011
  • 12. Social Networking Has Exploded Globally Millions of Monthly Users I n O c t 2 0 11 Around the world, Social Networking 1,179.4 now reaches billion 1.2 Total Unique Visitors (MM) 916.8 users 444.9 82% of the world’s online population Email Instant Social Messengers Networking 95% Reach among © comScore, Inc. Proprietary. 12 India online users Source: comScore Media Metrix, October 2011
  • 13. The Rise of the Global Social Networking Audience Worldwide Total Unique Visitors (MM) 1,600 1,400 +88% Total Internet 1,200 1,000 +174% Social 800 Networking 600 400 200 0 2007 2008 2009 2010 2011 Source: comScore Media Metrix, March 2007 - October 2011 © comScore, Inc. Proprietary. 13
  • 14. Nearly in 1 5 minutes online is spent on social networks today. 2008 2009 2010 2011 35 Social Networking 30 Search/Navigation Retail 25 Communications (Email/IM) Other Content Time Spent on Key Categories Online Worldwide Hours per Month (Billions) Source: comScore Media Metrix, March 2007 - October 2011 © comScore, Inc. Proprietary. 14
  • 15. 3 Facebook’s worldwide site rank Facebook’s global 55% penetration 2 Facebook’s India site rank Source: comScore Media Metrix, October 2011 © comScore, Inc. Proprietary. 15
  • 16. 3 in 4 minutes on social networking sites are spent on Facebook 1 in 7 minutes spent online are spent on Facebook Source: comScore Media Metrix, October 2011 © comScore, Inc. Proprietary. 16
  • 17. Since 2010, Facebook has taken the lead in 6 new markets across Asia, Latin America, and Europe Jan-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011 Facebook 788MM Facebook overtakes overtakes StudiVZ in Windows Germany Live in Portugal Facebook Facebook overtakes Hyves overtakes Yahoo! in the Holland Facebook Wretch in Taiwan 471.4 overtakes Facebook Orkut in India overtakes Windows Live in Mexico Facebook’s Ascent in Recent Years Total Unique Visitors (MM) Source: comScore Media Metrix, January 2010 - October 2011 © comScore, Inc. Proprietary. 17
  • 18. Social Networking is Not Just Facebook @online linkedin reaches 1 in 8 users in India and 1 in 14 worldwide @ Twitter reaches 1 in 12 online @ users in India and 1 in 10 users worldwide Source: comScore Media Metrix, Worldwide, October 2011 © comScore, Inc. Proprietary. 18
  • 19. saw the largest decline in engagement with web-based 15-24 year olds email and instant messaging 34% 25% 21% 15% 12% 1% -4% -3% -8% -22% -32% -34% -37% -36% -42% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Instant Messengers Email Social Networking Change in Average Time Spent with Content Category by Age Segment Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010 © comScore, Inc. Proprietary. 19
  • 20. …but also saw the highest increase in engagement with social networking. 34% 25% 21% 15% 12% 1% -4% -3% -8% -22% -32% -34% -37% -36% -42% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Instant Messengers Email Social Networking Change in Average Time Spent with Content Category by Age Segment Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010 © comScore, Inc. Proprietary. 20
  • 21. Online Advertising: Lessons Learned © comScore, Inc. Proprietary. 21
  • 22. Some things we’ve learned about online advertising • The click is at best an incomplete and at worst a misleading metric • Display advertising is an efficient and effective way to build sales both online and offline • Accurate delivery of media plan is critical • Facebook is a very efficient way to amplify reach and persuasiveness © comScore, Inc. Proprietary. 22
  • 23. Clickers represent a small and declining segment of Internet users •There were 50% fewer clickers in 2009 (16%) than in July 2007 (32%) • 8% of all Internet users account for 85% of all clicks • Optimizing against clicks means ignoring 84 percent of Internet users July 2007 March 2009 Clickers Clickers 16% 32% Non- Non-Cli Clickers 68% cker84 % Source: comScore, Inc. Custom Analysis, Total US Online Population, persons, July © comScore, Inc. Proprietary. 23 2007 and March 2009 data periods
  • 24. Global Click Rates on Individual Campaigns are Pitifully Low Worldwide Click-Through Rates* Austria 0.05% France 0.11% Finland 0.05% Italy 0.11% UK 0.07% Germany 0.11% Canada 0.08% Belgium 0.11% Australia 0.08% Denmark 0.11% U.S. 0.09% New Zealand 0.13% Spain 0.09% Netherlands 0.15% Switzerland 0.09% Greece 0.17% Singapore 0.09% India 0.19% Ireland 0.10% Hong Kong 0.22% Luxemburg 0.10% China 0.64% *Click-through rates across static image, flash and rich media formats Source: DoubleClick Benchmarks data representing a cross-section of countries, Jan to Dec, 2010 © comScore, Inc. Proprietary. 24
  • 25. How comScore measures advertising ROI: Link ad exposure to behavior Website Visiting & Search Video Name & Address Online Transactions Advertising Exposure © comScore, Inc. Proprietary. 25 Source: comScore 2011
  • 26. Journal Of Advertising Research: comScore’s “Whither the Click?”  Journal of Advertising Research, June 2009 “What We Know About Advertising: 21 Watertight Laws for Intelligent Advertising Decisions” Prof. Byron Sharp, Ehrenberg Bass Institute, University of South Australia Prof. Jerry Wind, The Wharton School  comScore’s “Whither the Click?” – 200+ comScore studies conducted in the U.S. to assess behavioral impact of paid search and online display ads. Even with Minimal Clicks, Display Advertising can Lift: • Site visitation • Trademark search queries • Online and offline sales © comScore, Inc. Proprietary. 26 26
  • 27. Despite click rates of only 0.1%, comScore research has shown that display ads can lift retailer sales – both online and offline Dollar Sales Lift Among Households Exposed to Online Advertising Conclusions % Lift: 17%  Exposure to display ads doesn’t just impact online $11,550 sales – it lifts in-store $9,905 sales as well  The absolute dollar lift % Lift: 27% in offline sales is 5x higher than the lift in e-commerce sales $994 $1,263  The click is misleading Online Offline as a measure of campaign effectiveness Unexposed Exposed Source: “Whither the Click?” 139 comScore studies in the © comScore, Inc. Proprietary. 27 June 2009 Journal of Advertising Research
  • 28. Branding’s digital challenge • Branding advertisers on TV are accustomed to audience guarantees and expect the same in digital • Accuracy of cookie-based digital plan delivery is problematic: Cookie Deletion Cookies Are Not People Ads Are Not Always Visible © comScore, Inc. Proprietary. 28 Source: comScore 2011
  • 29. Because of multiple users on a computer, cookies can’t accurately identify who is using a computer at any given point in time U.S. Users per Computer 2011 Over 64% of home users share a computer with other users 3+ Users 1 User 32% 36% 2 Users 32% © comScore, Inc. Proprietary. 29 Source: comScore 2011
  • 30. Cookie deletion is a global reality … and a global challenge Accurately counting reach with cookies is not possible, yet is currently the method used in most ad servers and analytics systems Ad Server Cookies Web Site Cookies Average # of Average # of Percent of Percent of cookies per cookies per Country computers computers computer for computer for deleting deleting same campaign same web site Australia 37% 5.7 28% 2.7 Brazil 40% 6.6 33% 2.5 U.K. 35% 5.9 27% 2.7 U.S. 35% 5.4 29% 3.5 © comScore, Inc. Proprietary. 30 Source: comScore 2011
  • 31. Cookie-based demo targeting limits a campaign’s ability to selectively reach a targeted audience Target for this health & well being product was females age 35-54 Male 40% of exposed consumers outside of planned gender target 40% % Composition of Exposed Audience 20.6% 15-24 22.4% 25-34 Female 60% 25.3% 35-44 Only 43% of females exposed to the campaign met the 17.3% 45-54 targeted age group 14.4% 55+ Only 25% of all exposed consumers met planned targeting criteria © comScore, Inc. Proprietary. 31
  • 32. Skewed ad server delivery causes wasted GRPs with overly saturated consumers Distribution of Exposed People by CPG Campaign Frequency of Exposures • 4 Weeks 64% • 43 GRPs • Reached ~ 8MM People • Average Frequency = 4.5 48% 65% of Exposures 27 Exposures per Person! 16% 22% 13% 8% 5% 3% 3% 2% 2% 1% 1 2 3 4 5 6 7 8 9 10+ Exposures per Person © comScore, Inc. Proprietary. 32 Source: comScore 2011
  • 33. Making Measurement Make Sense (3MS) Mission:  Reduce costs of doing business due to complexity of digital advertising ecosystem  ‘Single Tag’ solution to reduce complexity  Improve reporting of ad exposure  Bolster confidence that ads delivered are actually visible © comScore, Inc. Proprietary. 33
  • 34. Billions of impressions are being delivered – how can retailers ensure the right consumers are seeing the messaging? © comScore, Inc. Proprietary. 34
  • 35. vCE Charter Study 18 campaigns 2 billion impressions 400k sites Allstate © comScore, Inc. Proprietary. 35
  • 36. Charter Findings In-view ad rates ranged from 55% to 93% across 18 campaigns 69% AVERAGE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% © comScore, Inc. Proprietary. 36
  • 37. What’s new in social measurement? Using the comScore panel and proprietary technology, comScore is the first research company to provide continuous measurement of the impact of earned media among Fans and their Friends on Facebook. © comScore, Inc. Proprietary. 37
  • 38. Facebook is the largest publisher of online display ad impressions, Publisher Share of Display Ad Impressions Source: comScore Ad Metrix, U.S., Q3 2011 © comScore, Inc. Proprietary. 38
  • 39. SOCIAL ESSENTIALS comScore now measures most major engagements on Facebook Ad Exposed Friends Sponsored of Fans Stories Fans © comScore, Inc. Proprietary. 39
  • 40. SOCIAL ESSENTIALS What we know to be true… Facebook Fans are NOT regular visitors to Facebook Fan Pages. Marketers need to reach out Fans in their News Feed with relevant content! Monthly Unique Visitors Brand No. of Fans* To Facebook Fan Pages** Coca Cola 24.0 Million 39,000 Oreos 17.5 Million 137,000 Best Buy 2.7 Million 175,000 *Source: Facebook ** Source: comScore © comScore, Inc. Proprietary. 40
  • 41. Friends of Fans represent a way for brands to efficiently amplify their reach substantially beyond Fans FANS Earned Exposed Fans Impressions Reach Frequency GRP Southwest 661K 2,457K 0.3% 3.7 1.1 Bing 1,070K 3,353K 0.5% 3.1 1.6 Starbucks 4,841K 13,664K 2.2% 2.8 6.3 FRIENDS Earned Exposed Friends Impressions Reach Frequency GRP Southwest 853K 1,460K 0.4% 1.7 0.7 Bing 2,035K 3,183K 0.9% 1.6 1.5 Starbucks 8,846K 18,073K 4.1% 2.0 8.4 Friends expand Fans Reach by © comScore, Inc. Proprietary. 41 133% to 186%
  • 42. Fans and Friends of Fans exposed to earned brand impressions on Facebook exhibit higher brand engagement, e.g. site visitation, than the average Internet user Why do friends of fans have a higher orientation toward the brand? 1. Birds of a feather flock together 2. Trusted persuasion Friends Friends Friends Baseline Internet User © comScore, Inc. Proprietary. 42 Source: comScore Social Esessentials May2011
  • 43. Conclusions  The digital world is expanding rapidly, driven by new users in some regions and / or by growth in time spent in others  Younger consumers in India are leading the revolution, with higher engagement coming from 15-34 age segments  Social Networking is a key driver of PC and Mobile activity, cannibalizing many other activities  Online advertising is effective, both as a direct response and branding strategy  For online advertising to get its fair share of advertising dollars – Ad effectiveness needs to be measured “beyond the click” – Accurate measurement of the delivery against media plan is critical – Facebook represents an efficient way to amplify reach and trusted persuasion © comScore, Inc. Proprietary. 43
  • 44. Thank you! Gian Fulgoni Executive Chairman and Co-Founder, comScore Inc.