The document discusses research analyzing the persuasive potential of user-generated product review videos. 25 review videos from the EXPO community were evaluated using the ARS Zipline system, which analyzes the presence of executional elements proven to influence advertising performance. The analysis found that 100% of the selected videos scored in the average or above average range for persuasive potential. Some examples scored highly by demonstrating the product and communicating differentiating features or superiority claims. Overall, the research suggests user-generated reviews contain elements that can make them useful for branding purposes.

1. Persuasive Potential of Consumer-Produced Content
Leveraging User Generated Video in the Marketing Mix

2. Your Speakers
Daphne Kwon
CEO, EXPO Communications, Inc.
Frank Findley
VP Research & Development
© comScore, Inc. Proprietary. 2

3. EXPO Communications, Inc. Overview
EXPO Communications, Inc. has been involved in commerce video since
2004 founded by a team from Oxygen Media, General Atlantic Partners and
Amazon.
A community of over 75,000 members have contributed over 330,000
unbiased video product reviews to help other consumers make buying
decisions
EXPO distributes its product review video catalog on expotv.com as well
as to:
Retailers including Amazon.com, Drugstore.com, Staples.com
Social media such as Facebook and YouTube
Manufacturer websites and mobile apps
Paid media including pre-roll, rich media campaigns, newsletters
© comScore, Inc. Proprietary. 3

4. Generating accountable, authentic user-gen video reviews
Over the past 5 years, EXPO has enabled consumers to inform other
consumers through the power inherent in video. The process includes
1. Accepting reviews on any nationally available product
2. Publishing all videos received, regardless of positive or negative
opinion, so long as it meets our quality standards
3. Screening each video for relevance and quality
4. Rewarding consumers who submit quality reviews by offering
recognition, contests, loyalty ‘points’, and special consumer
programs such as obtaining exclusive pre-launch product.
5. EXPO T&Cs include agreement that the reviewer does not work for
the manufacturer, or is not otherwise enriched by their review, and
includes their full name and contact information.
© comScore, Inc. Proprietary. 4

5. comScore Digital Business Analytics
Audience Measurement
Site Analytics
User Analytics Vertical Market Solutions
Unified Digital Measurement™
Social Analytics
Copy Testing
Campaign Verification
Advertising Analytics Ad Effectiveness
Cross Media
Mobile Audience Measurement
Network Analytics & Optimization
Mobile Analytics Customer Experience
& Retention Management
© comScore, Inc. Proprietary. 5 V0910

6. comScore Acquires ARS
Acquired Feb 2010
Heritage of Quality Measurement and Research on
Research
40+ years and 40,000+ tests
Our Promise is to Improve Advertising’s Sales
Effectiveness
End-to-end cross media advertising analytics solutions
Focus on Recall, Persuasion, and the drivers of each
© comScore, Inc. Proprietary. 6 V0910

7. Power of the ARS Persuasion® Measure
ARS Persuasion is the Most Documented & Independently
Certified Predictive Measure of Advertising in the World.
TV ARS Persuasion Facts:
Mobile
Higher ARS Persuasion scores
lead to higher sales, share and cash flow
The world’s largest advertisers use
Digital ARS Persuasion to improve their business
performance
ARS Persuasion is now embedded
Radio
in many of comScore’s existing products
Print
© comScore, Inc. Proprietary. 7 V0910

8. Online Advertising: Leaving Branding Dollars on the Table
2009 U.S. Measured Media Spend
$147 Billion
Branding
$91B
63%
2009 U.S. Online Media Spend
$24 Billion
6% of
branding
$6B dollars
$18B
Response
30% of direct
Direct
37% $55B response
dollars
© comScore, Inc. Proprietary. 8 Source: Barclays, ThinkEquity Partners, Brand.net

9. Do CPG campaigns online drive sales?.... Absolutely
Norms for comScore CPG Sales ROI Studies
– 82% of campaigns showed a positive
– Average Sales Lift 22%
Percent Lift in Dollar Sales
100%
80%
60%
82% of campaigns
40% showed a positive
sales lift
20% Average $
lift: 22%
0%
‐20% # Offline Sales Effectiveness Studies
© comScore, Inc. Proprietary. 9 Source: comScore CPG Ad Effectiveness Study

10. Display advertising early mistake #1: Clutter
Effective visual branding should have started simple. Television, not newspaper,
should have been the model for monetizing online content.
Clutter Brand advertisers tell stories.
They don’t want to compete
with other advertisers. This is
Can you
a better model for display.
imagine?
© comScore, Inc. Proprietary. 10 Source: ARF Rethink 2010, Jeffrey Hackett

11. © comScore, Inc. Proprietary. 11 Source: ARF Rethink 2010, Jeffrey Hackett

12. Online video growth is a significant opportunity for advertisers to
expand the audience they reach with compelling creative
Online video reaches 81% of the Average time spent viewing online
web population each month videos is up 113% versus last year
Online Video Viewers (MM) Videos Viewed & Minutes Spent
per Viewer
Videos/Viewer – up 68%
Minutes/Viewer – up 113%
© comScore, Inc. Proprietary. 12 Source: comScore Video Metrix

13. Video advertising is significant in terms of online audience reach
63% of the online audience is
currently reached by
video advertising each month
83% of all online
spending comes from
them
© comScore, Inc. Proprietary. 13 Source: comScore Video Metrix 2.0, June 2010

14. Facebook monthly UVs now over 145 million in U.S
Number of Unique U.S. Visitors (000) to Facebook.com
Number of Unique U.S. Visitors (000) to Facebook.com
Source: comScore Media Metrix
Source: comScore Media Metrix
+66% in July 2010
vs. YA
Unique Visitors (000)
© comScore, Inc. Proprietary. 14 Source: comScore Media Metrix Media

15. Twitter experienced explosive growth in early 2009, now at 20+ million
monthly UVs.
Total Unique Visitors (000) to Twitter.com
24.8 million UVs
+17% vs. July ‘09 &
+3066% vs. July ‘08
Unique Visitors (000)
© comScore, Inc. Proprietary. 15 Source: comScore Media Metrix Media

16. EXPO Community
A place where consumers share their product stories
75,000 members have
contributed over 330,000
videos since 2005
© comScore, Inc. Proprietary. 16

17. Research questions
Are user generated video reviews a potentially persuasive vehicle for
marketing communications?
– Do user generate videos contain executional elements proven to be drivers of
persuasive communications?
– Does this occur at a level to be useful for branding purposes?
Are user generated product review videos best used as a replacement or a
complement to existing branding vehicles?
– Do user generated reviews fill any “gaps” not addressed in other media
vehicles?
© comScore, Inc. Proprietary. 17

18. Executional factors explain differences in advertising performance
In 1984, Vanderbilt University and The Marketing Science Institute identified over 150
different strategic and executional content elements thought to influence an ad's potential
selling power across four key dimensions:
Emotional Connection
Rational Connection
Brand Linkage Ability
Advertising Structure
Republished in 2000 by the JAR as one of the articles that
has withstood the test of time
Originally these "validated" content drivers were used in
copytesting as diagnostics to explain differences in ARS
Persuasion and Related Recall results.
Later, they became "rules of thumb" used by advertisers
and agencies to help guide creative development.
More recently, they have become the basis of a system
that can quickly and inexpensively provide indication if
content is potentially persuasive.
Source: Analysis of the Impact of Executional Factors
on Advertising Performance Stewart, Furse/JAR -Dec
© comScore, Inc. Proprietary. 18 1984

19. Key strategic drivers are used at a much lower rate in digital vs. TV ads
Percent of Ads Containing Element
Digital Display Ads1
Television Ads1
(Rich Media, Banners)
New Product/New
44% 19%
Feature Information
Brand Differentiating
31% 17%
Key Message
Superiority Claim 26% 13%
Competitive Comparison 24% 10%
Product Convenience
9% 0%
(explicit & stated)
1
Cases drawn from comScore ARS test databases and
balanced by category (n=100 for digital display ads, n=3,681
for Television Ads)
© comScore, Inc. Proprietary. 19

20. Research methodology
25 EXPO User Gen Video Reviews were selected across industries, companies,
brands, categories, and generation methods
The videos were chosen in a manner consistent with how current EXPO clients
select reviews for use in marketing communications
The 25 selected video reviews were evaluated using the ars.zipline system
– an expert panel codes the presence and duration of the content elements
– a technical score is generated based on the presence of the content elements
and the relative variance they explain in persuasiveness and memorability
For perspective, these results were compared to the comScore ARS historical
database of television and digital display advertising
© comScore, Inc. Proprietary. 20

21. The ARS Zipline Technical Score
The ARS Zipline Technical Score has shown to be a proven indicator of
ARS Persuasion scores in over 8000 cases.
Average ARS Persuasion Score
N = 8086
R = 0.95
ARS Zipline Technical Score
© comScore, Inc. Proprietary. 21

22. ARS Zipline Technical Score - User generated reviews
100% of the selected user generated
video reviews yielded results in the
middle and upper levels
This is consistent with television
advertising which qualifies for airing in
copytesting…demonstrating its
potential value for branding purposes
% of Select User Generated Video Reviews
ARS Zipline Technical Score
(N=25)
Below Average Range (0 to 29) 0%
Average Range (30 to 50) 68%
Above Average Range (51 to 100) 32%
© comScore, Inc. Proprietary. 22

23. Examples
Looking at specific cases within the study, there
are stellar examples of different types of
persuasive content
– These cases excel in that they not only have the
intense product focus that the majority of the
EXPO User Gen Review cases contain, but also
include the key strategic elements
User Generated Product Review ARS Zipline
Videos (Reviewer) Technical Score
Clairol Nice 'n Easy Perfect 10 (cggood) 65
Cascade ActionPacs (Forever December) 59
Mr. Clean Magic Eraser (Mean Queen) 58
Apple iPad (adougherty27) 53
© comScore, Inc. Proprietary. 23

24. Clairol Nice 'n Easy Perfect 10 (cggood) – Organic Video
Clairol Nice 'n Easy Perfect 10
Brand Name (Reviewer)
(cggood)
The User Gen Review for Clairol Rational Elements
Quality No
Nice n' Easy Perfect 10 is the Enjoyment Appeal No
highest rated review tested. Brand-Differentiating Key Message
New Product/New Feature
Yes
Yes
Product Convenience Yes
– It's strength lies in the reviewer Competitive Comparison No
Superiority Claim Yes
communicating what made the Emotional Elements
product different from other Humorous Tone No
Cute/Adorable No
offerings and claiming its Happy/Fun Loving No
Child/Infant/Animal/Animated Principal Character No
superiority over other products. Music Creates Mood No
Brand Linkage Elements
Continuing Character in Campaign No
Continuing Musical Theme No
Brand Name Reinforces Benefit Yes
Ad Structure (Positive Elements)
Visual Memory Device No
Setting Indoors Yes
Numerous Brand Name/Logo Appearances (4+) No(1)
Numerous Screen Cuts (12+) No(0)
Demonstration of the Product in Use No
Setting Directly Related to Use Yes
Prominence of Actual Product on Screen No(0")
Numerous Brand Name Mentions Yes(10)
Prominence of Brand Name/Logo on Screen Yes(91")
"I've said in previous times that Nice 'n Category Identified Early in the Ad Yes(0")
Product/Package Shown Early in the Ad Yes
Easy covers my grey better than any Music Major Element No
other home coloring product that I’ve Ad Structure (Negative Elements)
discovered." - cggood Numerous On-Screen Characters Avoided (4+) Yes(1)
Male Main Character Avoided Yes
Background Cast Avoided Yes
© comScore, Inc. Proprietary. 24
ARS Zipline Technical Score 65

25. Cascade ActionPacs (Forever December) – Sampling Video
Brand Name Cascade ActionPacs
(Reviewer) (Forever December)
Rational Elements
Quality No
Enjoyment Appeal No
Brand-Differentiating Key Message No
New Product/New Feature No
Product Convenience Yes
Competitive Comparison Yes
Superiority Claim No
Emotional Elements
Humorous Tone No
Cute/Adorable No
Happy/Fun Loving No
Child/Infant/Animal/Animated Principal Character No
Music Creates Mood No
Brand Linkage Elements
Continuing Character in Campaign No
Continuing Musical Theme No
Brand Name Reinforces Benefit Yes
Ad Structure (Positive Elements) The User Gen Review for Cascade
Visual Memory Device No ActionPacs is also highly rated.
Setting Indoors Yes
Numerous Brand Name/Logo Appearances (4+) No(1)
Numerous Screen Cuts (12+) No(0) – While it doesn't contain the hard hitting
Demonstration of the Product in Use Yes messaging of the previous Clairol example, it
Setting Directly Related to Use Yes
Prominence of Actual Product on Screen Yes(83") does show the actual product on screen and
Numerous Brand Name Mentions Yes(6) in use – where the consumer would use the
Prominence of Brand Name/Logo on Screen Yes(79")
Category Identified Early in the Ad Yes(0") product. Also, the product is favorably
Product/Package Shown Early in the Ad Yes compared to competitors and convenience is
Music Major Element No
Ad Structure (Negative Elements)
explicitly stated.
Numerous On-Screen Characters Avoided (4+) Yes(1)
Male Main Character Avoided Yes
Background Cast Avoided Yes
© comScore, Inc. Proprietary. 25
ARS Zipline Technical Score 59

26. Mr. Clean Magic Eraser (Mean Queen) – Organic Video
Brand Name Mr. Clean Magic Eraser
The same results are seen for (Reviewer) (Mean Queen)
the Mr. Clean Magic Eraser Rational Elements
review. Quality No
Enjoyment Appeal No
Brand-Differentiating Key Message No
– The demonstration and New Product/New Feature No
Product Convenience Yes
prominence of the actual Competitive Comparison No
Superiority Claim No
product on screen help to drive Emotional Elements
its high technical score. Humorous Tone
Cute/Adorable
No
No
Happy/Fun Loving No
Child/Infant/Animal/Animated Principal Character No
Music Creates Mood No
Brand Linkage Elements
Continuing Character in Campaign No
Continuing Musical Theme No
Brand Name Reinforces Benefit Yes
Ad Structure (Positive Elements)
Visual Memory Device No
Setting Indoors Yes
Numerous Brand Name/Logo Appearances (4+) No(1)
Numerous Screen Cuts (12+) No(2)
Demonstration of the Product in Use Yes
Setting Directly Related to Use Yes
Prominence of Actual Product on Screen Yes(48")
Numerous Brand Name Mentions Yes(5)
Prominence of Brand Name/Logo on Screen Yes(14")
Category Identified Early in the Ad Yes(6")
Product/Package Shown Early in the Ad Yes
Music Major Element No
Ad Structure (Negative Elements)
Numerous On-Screen Characters Avoided (4+) Yes(1)
Male Main Character Avoided Yes
Background Cast Avoided Yes
© comScore, Inc. Proprietary. 26
ARS Zipline Technical Score 58

27. Apple iPad (adougherty 27) – Organic Video
Brand Name Apple iPad
(Reviewer) (adougherty 27)
Rational Elements
Quality No
Enjoyment Appeal No
Brand-Differentiating Key Message No
New Product/New Feature Yes
Product Convenience No
Competitive Comparison No
Superiority Claim No
Emotional Elements
Humorous Tone No
Cute/Adorable No
Happy/Fun Loving No
Child/Infant/Animal/Animated Principal Character No
Music Creates Mood No
Brand Linkage Elements
Continuing Character in Campaign No
Continuing Musical Theme No
Brand Name Reinforces Benefit No The Apple iPad review again
Ad Structure (Positive Elements)
Visual Memory Device No contains a demonstration of the
Setting Indoors Yes
Numerous Brand Name/Logo Appearances (4+) No(0)
Numerous Screen Cuts (12+) No(0) product and a strong product
Demonstration of the Product in Use Yes
Setting Directly Related to Use
Prominence of Actual Product on Screen
Yes
Yes(194")
presence throughout the review.
Numerous Brand Name Mentions Yes(13)
Prominence of Brand Name/Logo on Screen No(0")
Category Identified Early in the Ad Yes(7")
Product/Package Shown Early in the Ad Yes
Music Major Element No
Ad Structure (Negative Elements)
Numerous On-Screen Characters Avoided (4+) Yes(1)
Male Main Character Avoided Yes
Background Cast Avoided Yes
© comScore, Inc. Proprietary. 27
ARS Zipline Technical Score 53

28. Where do user generated video reviews fit Into the marketing mix?
Given the results that User Gen Product Reviews are a potentially
persuasive communications vehicle, where do they fit?
– The obvious question – Are they a replacement or a
supplement to existing vehicles?
TV
Mobile
Digital
Radio
Print
© comScore, Inc. Proprietary. 28

29. User generated reviews provide supplementary strength to campaigns
Comparison of the Prescience or Absence of User Generated
Television Digital Display
Elements Related to Persuasive Communication Reviews
The results clearly show that
Advertising Element % of Cases Containing Element
User Generated Video Reviews
Rational Elements
greatly complement Quality 2% 8% 0%
existing media vehicles Enjoyment Appeal
Brand-Differentiating Key Message
11%
31%
0%
4%
9%
17%
by providing enhanced New Product/New Feature 44% 24% 19%
Product Convenience 9% 32% 0%
product focus. Competitive Comparison 24% 40% 10%
Superiority Claim 26% 12% 13%
In particular, User Gen Emotional Elements
Humorous Tone 11% 0% 1%
Reviewers are more apt to Cute/Adorable 8% 0% 2%
Happy/Fun Loving 8% 0% 0%
discuss the product's Child/Infant/Animal/Animated Principal Character 23% 0% 22%
16% 0% 0%
convenience, quality, and Music Creates Mood
Brand Linkage
performance relative to Continuing Character in Campaign 8% 0% 6%
Continuing Musical Theme 0% 0% 0%
competition – enhancing Brand Name Reinforces Benefit 49% 32% 47%
communication of benefits for Structural Elements (Positive)
Visual Memory Device 7% 0% 1%
and/or reasons to believe the Setting Indoors 56% 100% 7%
Numerous Brand Name/Logo Appearances (4+) 27% 4% 39%
claims of the product. Numerous Screen Cuts (12+) 59% 0% 2%
Demonstration of the Product in Use 77% 64% 25%
Setting Directly Related to Use 51% 88% 5%
Prominence of Actual Product on Screen 42% 76% 28%
Numerous Brand Name Mentions 23% 32% 0%
Prominence of Brand Name/Logo on Screen 35% 60% 39%
Category Identified Early in the Ad 53% 100% 89%
Product/Package Shown Early in the Ad 69% 100% 69%
Music Major Element 0% 0% 0%
Structural Elements (Negative)
Numerous On-Screen Characters Avoided (4+) 56% 92% 22%
Male Main Character Avoided 93% 96% 93%
© comScore, Inc. Proprietary. 29
Background Cast Avoided 10% 92% 74%

30. User generated reviews showed strong presence of strategic elements
Percent of Ads Containing Element
Digital Display Ads1 User-Gen
Television Ads1
(Rich Media, Banners) Video Reviews
New Product/New
44% 19% 24%
Feature Information
Brand Differentiating
31% 17% 4%
Key Message
Superiority Claim 26% 13% 12%
Competitive Comparison 24% 10% 40%
Product Convenience
9% 0% 32%
(explicit & stated)
1
Cases drawn from comScore ARS test databases and
balanced by category (n=100 for digital display ads,
© comScore, Inc. Proprietary. 30 n=3,681 for Television Ads)

31. © comScore, Inc. Proprietary. 31

32. Six in ten consumers say the Internet has become important when
making buying decisions & 59% say it has increased in the past year
Importance of the Internet in Making Purchasing Decisions
Q. In the past 3 months, how important has the Internet become in providing
Q. In the past 3 months, how important has the Internet become in providing
you with information to help you make buying decisions?
you with information to help you make buying decisions?
Q. How has this changed versus a year ago?
Q. How has this changed versus a year ago?
59%
© comScore, Inc. Proprietary. 32 Source: comScore Survey – July 2010

33. Nearly 100% of online spenders are video viewers
© comScore, Inc. Proprietary. 33 Source: comScore Video Metrix 2.0, June 2010

34. In addition, online video viewers are a highly desirable demographic
with strong buying power
© comScore, Inc. Proprietary. 34 Source: comScore Video Metrix, December 08 Custom Research

35. Retail video – a quick overview
YOY growth in retail video
viewers (40%) significantly
outpaced growth
in total video viewers (17%)
© comScore, Inc. Proprietary. 35 Source: comScore Video Metrix

36. Adding video to retail sites is extremely powerful
Buying Power Index
Buying Power Index
Retail site visitors who also
view video are 64% more
likely to purchase
Retail site visitors who also
view video spend 2 minutes
longer onsite per visit
© comScore, Inc. Proprietary. 36 Source: comScore Video Metrix 2.0, June 2010

37. Key Points
Trends of increased online video viewership and social media is helping
propel new ad formats such as User Generated Video Reviews
User Generated Video Reviews is a potentially persuasive vehicle that
complements existing media types
– Contains executional elements proven to be drivers of persuasive
communications
– Strong product focus can enhance communication of benefits and reason to
believe
One particularly powerful application is integration within ecommerce sites
© comScore, Inc. Proprietary. 37
© comScore, Inc. Proprietary. 37

38. Contact Information
For further information about comScore or EXPO, please contact
comScore ARS: EXPO:
Ashley Grace David Rubinstein
agrace@comscore.com david@expotv.com
812.425.4562 212.500.6575
© comScore, Inc. Proprietary. 38
38

39. Daphne Kwon
CEO,
EXPO Communications, Inc.
Thank You!
Frank Findley
VP Research & Development,
comScore ARS
© comScore, Inc. Proprietary. 39