2. MEASURING THE DIGITAL WORLD
Company Background
& International Reporting Capabilities
3. comScore, Inc:
A closer look
■ Corporate headquarters: Reston, USA
– Offices in London, Paris, Gütersloh, Tokyo, NYC, Chicago, San Francisco, Seattle,
Toronto
■ Year founded: 1999; Media Metrix founded 1995
■ Employees: 500
■ Successful IPO (NASDAQ: SCOR) – June 26, 2007
■ Number of clients: 800+
■ Company-wide renewal rate well over 90%
■ The source of record for leading media outlets worldwide
– comScore data and analysts are cited approximately 8-10,000x per year
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4. About comScore:
What we do
■ Recruit & analyse the online activity of a panel of
two million individuals worldwide
■ Panel is a representative cross section of the global
online population
■ Help clients design powerful marketing strategies
and tactics that deliver superior ROI
■ comScore services are used by more than 800
clients
= A global leader in measuring the
digital world
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5. Data collected from 171 countries
34 Countries Processed and Reported Separately
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6. 36 Countries processed and reported separately
34 Countries Processed and Reported Separately
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7. Country Coverage
North America Europe Asia – Pacific
Canada Austria Australia
USA Belgium China
Denmark Hong Kong
Latin America Finland India
France Japan
Argentina Germany Korea
Brazil Ireland Malaysia
Chile Italy New Zealand
Colombia Netherlands Singapore
Mexico Norway Taiwan
Puerto Rico Portugal
Venezuela Russian Federation Middle East - Africa
Spain
Sweden Israel
Switzerland South Africa
UK
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8. comScore:
Comprehensive global measurement
Key Business Questions
• Which countries drive my international site traffic?
• Where should I look for new audiences?
• Who are my local competitors?
• What are the regional trends across Europe, Asia and
Worldwide?
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9. comScore:
Comprehensive global measurement
Unique industry-leading analysis focused on standardisation
across a truly global footprint:
■ Consistent universe definition
– Those aged 15+ accessing the internet from either a home or a work computer in the past 30 days
■ Consistent recruitment methodology
– Randomly recruited with multiple value propositions running simultaneously across the web
– Permission Research
■ Consistent projection methodology
– Stratified on age, gender, broadband vs. narrow band, percent of pages surfed in local language
(for non-English speaking countries)
■ Consistent categorisation
– Global client focused dictionary
■ Consistent reporting
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11. The cProxy
comScore’s software agent allows us to “see” user activity at the
machine- or screen-side (user experience as opposed to site-centric)
■ comScore captures:
– url
– Engagement (active versus passive, Panelist’s PC
e.g. tabbed browsers)
HTTPS
HTTPS
– Keystrokes, mouse movements Browser
Website
Website
– Information passing between the user
and the Internet entity
■ Data capture tiers
HTTP
HTTP Streaming
Streaming
– HTTP: comScore can capture just Website
Website
CProxy
Site
Site
about anything over the HTTP protocol
(including HTTP and HTTPS)
– Proprietary Packet Queuing
Technology: Developed for streaming;
Collection
Collection
allows us to capture virtually any
Server
Server
protocol
– Can also capture AOL proprietary, IM
environments
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12. Data Capture - Example
One page viewed by
user
Multiple interactions
tracked by comScore
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14. Online Respondent Acquisition
■ Affiliate program
– Affiliate network comprised of web
entities which meet comScore's
quality criteria
– On these sites, panelists are
recruited via banner ads
– Appeals are targeted through a
broad array of smaller web entities
– Respondents are directed to our
online intake entity
• www.permissionresearch.com
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15. Permission Research translated into 17 languages
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16. Clear Consumer Communications
Potential members
are informed that
they would be
joining an online
market research
panel that tracks
their online
browsing and
purchasing
behavior.
Potential members
are informed of the
company’s
commitment to
protect the privacy
of members.
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17. Privacy Practices: Registration Process
Registrant
provides own The Privacy
demographic Statement &
information -- User License
including birth Agreement
date informs users
that they would
be participating
in market
research
program
involving passive
tracking of their
online browsing
& purchasing
behavior AND
requires their
affirmative
consent.
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18. Privacy Practices: Registration Process
After installation
of software, user
asked to provide
household
information
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19. Online Respondent Acquisition
■ Third Party Application Provider (TAP) Program
– comScore partners with application providers who offer visitors a
“quid pro quo”
– Free software, applications, utilities in return for joining the panel
– User value propositions include:
• Screensaver, wallpaper, digital content
• Media burners, players, search utilities
• Games
• Desktop productivity
• Tools
• Social community subscriptions
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20. Machines and People
■ In the digital age, tracking the behavior of machines is easier than ever
before
■ Moving from machines (who don’t buy products or view
advertisements) to people poses unique challenges
■ In panel measurement, the ideal is passive observation over an
extended time period
■ One approach: use “who are you?” pop-ups, requiring respondents to
self-identify each user session (similar to traditional media construct
used in TV People Meter)
– Intrusive
– Fatiguing
– Biasing
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21. comScore Uses Technology for Persons Identification
■ User Demographic Reporting (UDR): proprietary, patented
technology that uses biometric “fingerprints” to assign user sessions to
users within the household
– Based on keyboard and mouse behaviors
■ UDR is used to passively identify the user for each user session
– Activity not attributed to a user will cause the machine to fall out of in-tab for the
reporting month
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22. Enumeration Sources
Argentina: CIA
Brazil: CIA, IPSOS Face of the Web
Chile: CIA, IPSOS Face of the Web
Columbia: CIA, IPSOS Face of the Web
Mexico: INEGI, AMPICI
Puerto Rico: CIA, IPSOS Face of the Web
Venezuela: CIA, IPSOS Face of the Web
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23. Panel Sizes & Universe Estimates
Target Panel
Size Universe Estimate (000)
Latin America 165,000 59,025
Argentina 15,000 8,078
Brazil 50,000 18,204
Chile 15,000 5,400
Colombia 15,000 3,094
Mexico 50,000 11,515
Puerto Rico 15,000 842
Venezuela 5,000 1,466
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24. Demographics Available
■ Age
– Persons 15+
– ADD OTHERS
■ Gender
– Male
– Female
■ Connection Speed
– Narrowband
– Broadband
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26. Data organising:
comScore’s Client Focused Dictionary
Client Focused Dictionary
(CFD)
6-tier reporting structure 110+ Categories & Sub-Categories
PROPERTY Time Warner Telecoms.
MEDIA TITLE AOL Travel
CHANNEL AOL Ent. Finance
SUB-CHANNEL AOL Music Automotive
GROUP AOL Radio Ad-Networks
AOL Radio
SUB-GROUP etc
Streaming URL’s
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27. World class reporting
Key Demo. Media Cross Digital Source/ Campaign
Measures Profile Trend Visiting Calculator Loss R/F
Web Based Simple Accurate
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28. World class reporting:
Key Measures
Key Business Questions
• How big is my site’s audience, and how engaged are
they?
• How does my site rank among my category?
• How many visitors does my site receive from a
specific target audience?
• How do these measures compare to my competition?
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29. World class reporting:
Demographic Profile
Key Business Questions
• What is the composition of my site across
demographic segments?
• What demographic segments are the more engaged
users of my site?
• How does the composition of my site compare to
competitors and the Internet overall?
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30. World class reporting:
Media Trend
Key Business Questions
• Are visitors to my site increasing over time?
• Are my site visitors more engaged now than in
previous periods?
• Is my audience for a specific demo growing?
• How is my site audience and usage trending
compared to my competitors?
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31. World class reporting:
Cross Visiting
Key Business Questions
• What is the behavioural profile of my site’s audience?
• What other media does my site audience visit? Which
specific sites and which content areas?
• Where are the opportunities for advertising, marketing
and partnership to reach my target?
• Is my site audience also visiting my competitors?
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32. World class reporting:
Digital Calculator
Key Business Questions
• What is the unduplicated reach of a set of sites?
• How is traffic shared among the different sections of
my web property?
• How many users visit my site AND NOT another
within a defined target set?
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33. World class reporting:
Source/Loss
Key Business Questions
• What are the origins of traffic to my site?
• Where do visitors go after they leave my site?
• Am I losing visitors to my competitors?
• What are the specific channels within a site which are
driving traffic to my site?
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34. World class reporting:
Campaign Reach/Frequency
Key Business Questions
• At equal weight levels, which site provides the
greatest reach potential?
• What combination of sites optimises potential reach?
• What campaign length maximises reach? Multiple
days, weeks or months?
• How does actual delivery compare with originally
planned estimates?
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36. Latin America Y/Y Growth is at 10.1%
■ There are 74 million more Internet users Worldwide Online Population
today than this time last year
Millions of
■ Current growth is being driven by the Asia Internet Users
+10.1%
804.5
Pacific region, with a 14.3% increase on 730.9
a very large base
■ The Latin American audience grew 15.8%
in the past year
Worldw ide Oct 2006
Oct 2007
Online Populations by Region
Millions of
Internet Users
+14.3%
299.3
261.8
+6.4% +4.4%
171.8 182.8 172.8
165.6
+8.2% +15.8% +19.0%
51.1 55.3 48.8 56.5
31.7 37.8
Asia Pacific North America Western Europe Eastern Europe Latin America Mid East & Africa
Source: comScore World Metrix, July 2007
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37. Internet Users Around the Globe
■ China now has the second-largest presence on the internet, but per-visitor
usage is below the worldwide average
■ Users in Argentina, Brazil, Venezuela and Chile are amongst the leaders in time
spent per user
Most Internet Users by Country Heaviest Internet Users
Millions of Internet Users* Hours per Internet User per Month
United States 182.2 Canada 43.4
China 95.7 United Kingdom 36.0
Japan 54.0 Israel 35.8
Germ any 33.4 Argentina 35.0
United Kingdom 32.4 Brazil 33.5
France 27.8 Venezuela 33.0
Korea (South) 26.0 Sweden 32.7
India 25.2 Chile 31.6
Canada 23.7 United States 30.3
Italy 17.7 Korea (South) 29.6
WW average = 26.2
*Internet users 15+ accessing the internet from a Home or Work computer Source: comScore World Metrix, October 2007
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38. Top Indexing Internet Categories by Region
North America Asia-Pacific
Reach Index to Reach Index to
WW
WW
Department Stores 36.1% 333
Online Trading 8% 138
Pharmacy 9.2% 314
Discussion/Chat 50% 120
Coupons 11.1% 304
Incentives 9% 119
Home 24.4% 290
News/Research 27% 109
Taxes 5.0% 280
Blogs 54% 107
Health Care 13.7% 275 Online Trading 8% 138
Shipping 18.7% 263 Discussion/Chat 50% 120
Flowers/Gifts/Greetings 20.6% 252
Tickets 21.5% 243 Latin America
Europe
Home Furnishings 22.5% 239
Reach Index to Reach Index to
WW
MidEast-Africa WW
Humor 21.2% 165 Ground/Cruise 17.9% 215
Reach Index to
Instant Messengers 73.2% 151 Online Gambling 19.5% 205
WW
Religion 10.3% 151 Retail - Food 8.8% 174
Religion 12.1% 177
Information 35.1% 151 Consumer Goods 12.3% 173
Instant Messengers 60.4% 125
Government 39.0% 143 Transactions 36.2% 161
Classifieds 23.2% 116
Education 54.3% 132 Gambling 29.0% 156
Personals 14.6% 110
Web Hosting 44.6% 131 Retail - Music 19.8% 154
Online Gaming 32.8% 109
e-cards 13.5% 130 Financial Information/Advice 23.2% 153
e-mail 73.2% 106
Blogs 64.2% 128 Travel - Information 30.5% 152
Discussion/Chat 42.6% 102
Auctions 52.4% 125 Airlines 18.8% 148
Downloads 64.1% 102
Source: comScore World Metrix, October 2007
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39. Fastest Growing Site Categories by Region
North America Asia-Pacific
Y/Y Growth
Y/Y Growth
Entertainment - News 44%
Teens 254%
Radio 38%
Politics 147%
Women 37%
Radio 137%
Classifieds 33%
Reference 117%
Teens 32%
Incentives 110%
Training and Education 29%
Financial Information/Advice 104%
Health - Information 25%
Genealogy 90%
Photos 23%
Telecommunications 82%
Latin America Western Europe MidEast-Africa
Y/Y Growth Y/Y Growth Y/Y Growth
Shipping 160% Training and Education 48% Health Care 233%
TV 115% Multimedia 43% Job Search 204%
Classifieds 114% Sports/Outdoor 41% Genealogy 201%
Gay/Lesbian 103% Teens 40% Taxes 172%
Training and Education 82% Radio 32% Financial Information/Advice 114%
Online Trading 77% Jewelry/Luxury Classifieds 107%
29%
Goods/Accessories
Entertainment - News 77% Teens 103%
Consumer Goods 29%
Home 75% Photos 100%
Entertainment - Music 27%
Source: % YOY Growth in Unique Visitors, comScore World Metrix, October 2007
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40. Share of Duration on Top Properties
■ In Latin America, the Top 10 Sites per Region: Share of Duration
top 10 properties
account for 59% of total
duration
% of Regional Minutes Spent
on Top 10 Sites
61%
45%
36% 39%
35%
`
Asia Pacific Europe North MidEast- Latin
America Africa America
U.S. Sites Local Sites All Other
Source: comScore World Metrix, October 2007
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41. The Growth of Social Networking
■ Social Networking sites are experiencing tremendous growth all over the world
Social Networking Growth
29%
23%
20%
19%
16%
10%
Worldwide North America Latin America Europe Middle East- Asia Pacific
Africa
Source: comScore World Metrix, November 2006 & June 2007
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42. The Wide World of Widgets
■ Widget usage has increased phenomenally in recent months, with Unique
Visitors increasing 35% from April to June 2007, to 239.3 MM users worldwide
■ Almost a quarter of Latin America users view a widget each month
Worldwide Widget Reach Widget Penetration by Region
Unique Visitors (000) % of online population which has viewed a widget
239.3
220.7
177.8
49%
28% 34%
24%
16% 20%
13%
Apr-07 May-07 Jun-07 Worldwide North Western Asia Latin Eastern Middle
America Europe Pacific America Europe East-
Unique
Africa
Visitors
(MM) 239.3 98.1 62.5 49.2 14.2 7.6 7.7
Source: comScore Widget Metrix, June 2007. WidgetMetrix currently reports on embedded Shockwave Flash (.swf) objects only. Desktop widgets are not included in this report.
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43. Computer Hardware Around the World
■ Online entertainment demands faster speeds and more storage
– Western Europe boasts bigger, faster machines than those in North America
– Latin America has the highest percentage of slower, smaller hard drives
Machine RAM Hard Drive Size
WW Average 6% 33% 43% 5% 13% WW Average 14% 29% 9% 29% 19%
Asia Pacific 6% 39% 38% 6% 11% Asia Pacific 13% 28% 10% 31% 18%
Eastern Europe 4% 36% 43% 4% 12% Eastern Europe 11% 26% 7% 33% 24%
Latin America 9% 45% 37% 5% 5% Latin America 14% 37% 5% 33% 10%
Middle East and Africa 7% 37% 44% 4% 9% Middle East and Africa 14% 31% 8% 36% 11%
North America 6% 29% 46% 5% 13% North America 17% 33% 7% 27% 16%
Western Europe 4% 24% 46% 6% 21% Western Europe 12% 24% 10% 27% 27%
< 128 MB 128 - 255 MB 256 - 511 MB 512 MB - 0.999 GB 1 GB + 0 - 29 GB 30 - 49 GB 50 - 69 GB 70 - 99 GB 100 GB +
Source: comScore Tech Metrix, August 2007. Measured in Machines accessing the internet from a home or work location
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44. Pictures, Music, and Movies
■ Hard Drive space in Eastern and Western Europe are taken up with
pictures and music files
■ Latin America has the highest # of .wmv files per machine
Average # of Files per Machine
.mp3 .wmv
.jpg
World-Wide 7768 913 35
Western Europe 8467 1300 40
North America 7567 692 27
Middle East and Africa 6481 968 42
Latin America 6255 1036 60
Eastern Europe 10192 1708 45
Asia Pacific 8137 867 48
Source: comScore Tech Metrix, August 2007. Measured in Machines accessing the internet from a home or work location
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45. Latin America Top 10 Properties
Source: comScore Media Metrix, November 2007
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