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Impacts and ROI of Internet Local, Classifieds, and Directory Advertising Research and Analysis from comScore Networks, Inc. March 13 th , 2006

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Study Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why Case Studies? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Participating Publishers and Marketers

Step 1: Study Details By Publisher ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Step 2: Passively Track Exposure ,[object Object]

Step 3: Create Test and Control Cells ,[object Object],[object Object],138 Respondents ages 18 and up who were aware of CareerBuilder.com, but who used other sites to search for a job in the past 6 months. Control Group 217 Respondents ages 18 and up who have used CareerBuilder.com to search for a job in the past 6 months. Test Group Sample Size Definition

Step 4: Automotive database match ,[object Object],HI NM CA WA ID WY CO ND SD NE NV UT KS OK MN WI IL MI OH IN FL GA AR MS AL SC NY TN KY MO IA VA TX AZ MT LA PA ME WV OR NC NH MD CT NJ RI MA DE VT Full Coverage of new and used vehicle sales Partial Coverage of new car sales. No used car sales information. AK

Step 5: Targeted surveys for offline details ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SURVEY FLOW FOR ALL STUDIES Survey Section Screener Awareness & Usage Perceptions Demographics metrics

Step 6: Passive Data “Funnel” Analysis: ,[object Object],Searched Keywords yp.yahoo.com Saw Ford Rental Listing & Clicked Thru to Dealer Locator Page Clicked Thru to Search for Availability Online Clicked Thru to Rent Car Offline Phone or Visited Dealer to Rent Car Rented Car

Monthly Market Penetration and Size ,[object Object],[object Object],Source: comScore MediaMetrix; Total US Internet February 2006 72% Reach 29% Reach 27% Reach

Cumulative Reach by Category ,[object Object],[object Object],Source: comScore Marketing Solutions; Total US Internet January 2006

Five Month Retention By Category ,[object Object],[object Object],Source: comScore Marketing Solutions; Total US Internet January 2006

Case Study: Yahoo! Local and Ford Rental ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study: Yahoo! Local and Ford Rental Conversion Results ,[object Object],Source: comScore Marketing Solutions; Total US Internet October 2005 Total Conversion is 7% Nearly 40% of Conversion Occurs offline Online Offline

Case Study: Yahoo! Local and Ford Rental Conversion Results ,[object Object],[object Object],[object Object],Online * Monthly UV’s exposed to Ford x drop of rate during availability check x average revenue per car rental

Case Study: Yahoo! Local and Ford Rental Cars ROI Conclusion ,[object Object],[object Object],Source: comScore Marketing Solutions; Total US Internet October 2005

Case Study: CareerBuilder.com, Accounting Firm and International Bank ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study: CareerBuilder.com and Big 4 Accounting Firm Conversion Details ,[object Object],[object Object],Source: comScore Marketing Solutions; Total US Internet October 2005 23.2% 11.6% 13.3% 2.2%

Case Study: CareerBuilder and International Bank Conversion Details ,[object Object],[object Object],Source: comScore Marketing Solutions; Total US Internet October 2005 25.8% 10.3% 20.4% 14.3% Average length of time to fill a position: 30 Days Source: The EDGE Report – August 2005

Case Study: CareerBuilder.com Cost Per Job Offer Made ROI Calculation ,[object Object],[object Object],Source: comScore Marketing Solutions; Total US Internet October 2005 $283 $30 Median permanent placement fee via staffing firm/recruiter: $8,592 Source: Staffing Analysts Industry, Inc. - 2005 Average length of time to fill a position: 30 Days Source: The EDGE Report – August 2005

Case Study: Verizon Superpages.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study: Verizon Superpages.com Site Reach By Category ,[object Object],[object Object],Source: comScore CMS, Total Internet Population, Average Monthly Estimates Base: ~60,000 Directories Users between January 2005 July 2005

Case Study: Verizon Superpages.com Total Conversion By Category ,[object Object],[object Object],Source: comScore CMS, Total Internet Population, Average Monthly Estimates Base: ~60,000 Directories Users between January 2005 July 2005

Case Study: Verizon Superpages.com ROI Summary By Category Source: comScore Marketing Solutions; Total US Internet October 2005 ,[object Object],$22.54 $18.85 $13.60 $1.93 $1.21 $0.31

Case Study: Cars.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* 35 States that report all new & used car sales

Case Study: Cars.com ROI Conclusion ,[object Object],*Source: NADA 2005 **Dealerships all media channels

Marketer Site Metrics (Lift) ,[object Object],Lift=Metric (Test)-Metric (Control) Q (Ford Rent-a-Car, Bank, Accounting Firm, Cars.com): What is your overall impression of_________? Q (Ford Rent-a-Car): How likely are you to use _____the next time you rent a car? Q (Bank, Accounting Firm): How likely are you to search the _____job listings the next time you search online for a job? Q (Cars.com): How likely are you to search on Cars.com the next time you search online for a new or used vehicle? Q (Ford Rent-a-Car, Bank, Accounting Firm, Cars.com): How likely are you to recommend_________ to a friend, family member or colleague? Q: Please indicate the extent to which you agree or disagree with the following statements, Attribute rating: I trust this brand. Base=Respondents aware of marketer -1% 11% 15% Likely to Recommend Is a Name I Trust Likely to Use Again Favorable Overall Impression Metric 10% 12% 7% Ford Rent-a-Car on Yahoo! Local 9% 10% 10% International Bank on CareerBuilder.com -2% 4% -1% Accounting Firm on CareerBuilder.com

Other Ad Effects (Lift) ,[object Object],[object Object],[object Object],Lift=Metric (Test)-Metric (Control) Q (Ford Rent-a-Car, Bank, Accounting Firm): Where have you seen or heard the following _________advertised or promoted in the past 6 months? Q (Cars.com): Where have you seen or heard the following _________advertised or promoted in the past 12 months? Q (Ford Rent-a-Car, Bank, Accounting Firm, Cars.com): What action did you take, if any, after visiting _________? Base=Respondents aware of /used marketer Notes 1-Asked of Test Group respondents only; Took Action 1 Recall Online Advertising Other Effects 91% -1% Ford Rent-a-Car on Yahoo! Local 76% 5% International Bank on CareerBuilder.com 91% 11% Accounting Firm on CareerBuilder.com 55% 17% Dealerships on Cars.com

Other Ad Effects (Lift) ,[object Object],[object Object],Lift=Metric (Test)-Metric (Control) Q : Where have you seen or heard the following sites advertised or promoted in the past 6 months? Base=Respondents aware of /used Verizon Superpages.com Recall Online Advertising Other Effects 14% Real Estate 19% Professional Services 16% Automotive 9% Trade Services 19% Hospitality 23% Retail

Annual Household Income by Category ,[object Object],Source: comScore MediaMetrix; Total US Internet February 2006

Category Intensity of Use ,[object Object],Source: comScore MediaMetrix; Total US Internet February 2006

Percentage of Unique Visitors By Category that Buy Online ,[object Object],Source: comScore Marketing Solutions; Total US Internet January 2006

Key Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key Conclusions (continued) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key Implications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thank you ,[object Object],[object Object],[object Object],[object Object],[object Object],comScore Networks Erin Hunter Senior Vice President +1(650) 244-5408 [email_address]

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