The document discusses the rise of the visual web and its implications for digital marketing, emphasizing the importance of native advertising amid growing mobile engagement. It provides insights into consumer behavior, highlighting that visual content significantly influences purchasing decisions. Additionally, the report outlines the growth of various visual platforms like Pinterest and Instagram, showing their effectiveness in engaging target audiences.

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#VISUALMARKETINGSUMMIT
VISUAL
MARKETING
SUMMIT

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#VISUALMARKETINGSUMMIT
WHAT IS NATIVE?

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Scale
22%
Creative
56%
Measurement
22%
THE REASONS WE DON’T BUY
NATIVE
#VISUALMARKETINGSUMMIT

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#VISUALMARKETINGSUMMIT
Scale
34%
Creative
22%
Measurement
44%
AREN’T THE REAL OBSTACLES

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CTR
15%
Shares
21%
Conversions
26%
Brand lift
38%
94%
use native for
branding
#VISUALMARKETINGSUMMIT

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#VISUALMARKETINGSUMMIT
80% agree
that an ad’s image is
more likely to affect
consumer behavior than
copy

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#VISUALMARKETINGSUMMIT
VISUAL
MARKETING
SUMMIT

8. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Andrew Lipsman, VP of Marketing & Insights
June 12, 2014
How the Digital Consumer is Shaping

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“Technology is a glittering lure, but there’s the
rare occasion when the public can be engaged
on a level beyond flash…. If they have a
sentimental bond with the product.”
~ Don Draper

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The Visual Web
 The Rise of the Visual Web
 Reaching Valuable Audiences w/ Visual Content
 Social + The Mobile Platform Shift
 Native Advertising
 Final Thoughts

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The Rise of the Visual Web

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Virtua
The Rise of the Visual Web
Visual Web 2.0Visual Web 1.0

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‘Visual Web’ companies have grown dramatically in past
several years and will impact future of digital marketing
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Mar-2011 Jun-2011 Sep-2011 Dec-2011 Mar-2012 Jun-2012 Sep-2012 Dec-2012 Mar-2013 Jun-2013 Sep-2013 Dec-2013
Tumblr
Pinterest
Instagram
Vine
Snapchat
Multi-Platform
‘Visual Web’ Social Networks: U.S. Unique Visitor (000) Trend
Source: Media Metrix & Media Metrix Multi-Platform, U.S., Mar 2011 - Feb 2014
Desktop Only

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Visual Web companies have achieved billion dollar
valuations with almost no revenue. Why is that?
* Some numbers are reported but unconfirmed
Company Transaction Valuation at
Time of
Transaction
Revenue at Time
of Transaction
Tumblr Acquired by
Yahoo in 2013
$1.1 Billion $14 Million
Pinterest $200 million
fundraise in 2014
$5 Billion ~$0
Instagram Acquired by
Facebook in 2012
$1 Billion $0
Vine Acquired by
Twitter in 2012
$30 Million $0
Snapchat Turned down FB
offer in 2013
$3 Billion $0

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For Advertisers
 Reach
 Engagement
 Emotional resonance
 Brand connections
 Target attractive audiences
For Consumers +
 Personal
 Interesting
 Aspirational
 Nostalgic
 Shareable
Because the Visual Web creates value…

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Reaching Valuable Audiences with
Visual Content

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Social media users spend 31% more than average online,
and Pinterest users spend nearly 2x the norm
E-Commerce Buying Power Index for Selected Leading Social Platforms
Source: comScore Media Metrix, U.S., March 2014
131
139 144
154
194
20
40
60
80
100
120
140
160
180
200
Social Networking Facebook Tumblr Instagram Pinterest

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Is Pinterest ready to take a big slice of the digital
advertising pie?

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Pinterest continues to grow in both reach and engagement,
while offering a great visual experience for brand marketers
Pinterest: Trends in % Reach and User Engagement
Source: Media Metrix Multi-Platform, U.S., Age 18+, Feb 2014
0%
5%
10%
15%
20%
25%
0
10
20
30
40
50
60
70
80
90
100
Average Minutes per Visitor % Reach

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Not only does Pinterest have overall reach, but also within
especially valuable demos such as F18-49
12%
21% 22%
20%
37%
43%
0%
10%
20%
30%
40%
50%
Desktop Mobile Total Digital Population
Total Audience Females Age 18-49
Pinterest Penetration (%) by Platform for Total Audience and Females Age 18-49
Source: Media Metrix Multi-Platform, U.S., Age 18+, Feb 2014

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While Pinterest reaches Females, other visual web
networks skew heavily towards Millennials
Demographic Index for Tumblr, Snapchat, Instagram and Vine
Source: Media Metrix Multi-Platform, U.S., Age 18+, Feb 2014
0
50
100
150
200
250
300
350
Age 18-24 Age 25-34 Age 35+
Tumblr Snapchat Instagram Vine

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While Facebook remains the strong leader in competition
for consumers’ attention, Instagram is now 2nd
91%
89%
76%
2%
3%
10%
3%
4%
6%
1%
1%
3%
1%
2%
2%
2%
1%
0%
0%
0%
3%
60% 65% 70% 75% 80% 85% 90% 95% 100%
Age 55+
Age 35-54
Age 18-34
Percent Share of U.S. Total Minutes Among Selected Leading Social Networks
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Nov-2013
Facebook.com Instagram.com Twitter.com Tumblr.com Pinterest.com Linkedin Snapchat, Inc

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Instagram continues strong growth trajectory, but nearly 4
out of 5 minutes come from 18-34 year olds
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
Instagram Total Mobile Minutes (Billions) by Age Demographic
Source: comScore Mobile Metrix, U.S., Age 18+, Feb 2013 – Apr 2014
Age 35+
Age 25-34
Age 18-24

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Brands of Instagram tend to have youth appeal, but are also
aspirational

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Instagram can make the everyday brands feel meaningful
and extraordinary

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Social + The Mobile Platform Shift

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Total digital media time spent has nearly doubled in the past
three years due to explosion of smartphone & tablet usage
401 429
131
442
11
124
Dec-10 Dec-13
Total U.S. Time Spent by Digital Platform (Billion Minutes)
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2013
Desktop Smartphone Tablet
+83% +1040%
+237%
+7%

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Many content categories are already mobile-majority in
terms of engagement
5%
11%
17%
31%
33%
48%
54%
56%
64%
64%
72%
95%
89%
83%
69%
67%
52%
46%
44%
36%
36%
28%
Photos
Maps
Games
Weather
Social Networking
Retail
News/Information
Entertainment News
Business/Finance
Healh Information
Portals
Desktop Mobile
Share of Content Category Time Spent by Platform
Source: comScore Media Metrix Multi-Platform, U.S., February 2014

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Camera-based content creation is fueling the rapid growth
in the mobile-first Visual Web
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Took Photos
Number of U.S. Smartphone Users (000) Who Have Engaged in Camera Capturing Activity
At Least Once a Week
Source: comScore MobiLens, U.S., Apr-2012 – Mar 2014
Recorded Video
+91%
+54%

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Most leading social networks see majority of engagement
come via mobile, particularly among mobile-first players
2%
52%
7%
69%
2%
10%
32%
33%
98%
100%
48%
93%
31%
98%
90%
68%
67%
Vine
Snapchat
Tumblr
Pinterest
Linkedin
Instagram
Twitter
Facebook
Social Networking
U.S. Share of Time Spent on Social Networks Between Platforms
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Feb-2014
Desktop Mobile

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Native Advertising

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Why Native Advertising has become so important
Google Trend for “Native Advertising” News Headlines
Optimized to scale across platforms
Work within context of mobile scrolling
Leverage cross-platform synergies
32%
59%
9%
Desktop Only
Multi-Platform
Mobile Only
U.S. Web Users

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Native ad units take many forms, and almost universally
work well within a mobile environment

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Leading native advertising platforms deliver audiences at
scale, but the majority of activity happens on mobile
61.8
64.0
69.6
80.3
186.3
BuzzFeed
Yelp
Twitter
Pandora
Facebook
Total Digital Unique Visitors (MM)
comScore Media Metrix Multi-Platform, U.S., January 2014
47%
39%
12%
4%
32%
53%
61%
88%
96%
68%
Share of Time Spent
Desktop Mobile

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What’s next for Native Advertising?
 Scalability for niche content providers via
solutions that help aggregate inventory
 Measurement of audience validation, brand lift
and sales lift for native campaigns
 Cross-Platform Comparability in
evaluating campaign performance with consistent metrics

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Final Thoughts

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Final Thoughts…
Excellent way to reach the right audiences in the right context
Native advertising aligns with consumers’ shift to mobile
Early stages in a new ad medium are when potential is highest to
generate strong ROI
Native platforms have built-in ‘copy-testing’ & content optimization
Digital (desktop + mobile) is finally coming of age as a true branding
medium
5 Reasons Why Now is a great time to explore Native Advertising
on the Visual Web

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The Visual Web

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#VISUALMARKETINGSUMMIT
VISUAL
MARKETING
SUMMIT