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The Silent Click:
                            Building Brands Online
                                          June 2009
                                  Conducted in partnership with




www.online-publishers.org
Research Objectives

• Demonstrate online advertising’s role in building brands and
  achieving key branding goals
   – Discern relevant behaviors that correlate with online ad
     exposure
   – Understand the role of environment in attracting a valuable
     consumer




                                 2
So Many Ads, So Few Clicks -
                BusinessWeek
                            Rich Media Click-Through Rates by Industry
                  0.17%



                           0.12% 0.12%
                                              0.11%
                                                        0.10% 0.10%
                                                                      0.09%
                                                                              0.08% 0.08%
                                                                                            0.07%
                                                                                                    0.06%




Source: DoubleClick DART for Advertisers, January – July 2008   3
Ad Clickers Follow the 80/20 Rule

      •    Despite only representing 16% of the Internet population, moderate to
           heavy clickers account for 80% of display ad clicks in the month analyzed
             • Clickers are predominately younger (24-44 age range)
             • Clickers tend to be lower income (under $40K)

      •    Two-thirds of Web users didn’t click

               100%                6%
                                  10%            18%
                                  16%                         50%        Click Frequency
                                                 31%                      Heavy
                                                                          Moderate
                                                                          Light
                                  68%                         30%         Non
                                                 51%
                                                              20%
                  0%
                         % Internet Pop % of Clickers      % of Clicks

Source: comScore, Natural Born Clickers (2008)         4
If Not the Click, Then What? - Ad Age

• [The click’s] the closest thing to a standard, but it doesn’t mean anything to
  anybody, and CMOs are just tired of hearing about it.
    – Andrea Kerr Redniss, Senior VP Digital, Optimedia


• Remember why you’re advertising…You are not advertising for clicks…What
  you’re advertising for is to sell me stuff or change perception, and that’s what
  we need to be measuring against.
    – Carrie Frolich, Managing Director Digital, Mediaedge: cia


• By measuring the last ad seen or clicked by a converter, they focus entirely on
  a brief time span at the bottom of the funnel. Evaluating only a single point of
  advertising contact oversimplifies the delivery and performance of any media
  channel.
    – Microsoft’s Atlas Institute



                                          5
How Consumers Spend Time Online
                 Has Changed Greatly the Last 5 Years
      • Consumers now spend over 40% of their online time with Content, and
        only about one-fourth of their time with email and IM
      • Community is a relatively new and growing segment
             Share of Online Time, 2003                             Q1 2009
                                Search                              Search
                                  3%                                  5%
                                    Commerce                             Commerce
                                       16%                                 14%
                  Content
                   34%
                                                                        Communication
                                                          Content
                                      Communication                           27%
                                                           42%
                                          46%

                                                                     Community
                                                                        12%



Source: OPA Internet Activity Index                   6
Display Impacts Search 4 Weeks After
              Exposure
Source: comScore “Whither the Click?” as published in June 2009 Journal of Advertising Research

   • This dynamic is important because of the synergy between display ads
     and search, and because a Trademark or a Brand search is a significant
     indicator of purchase intent

                                    % Making a TM/Brand Search
                                                     Control   Test                    0.9%

                                                                       0.7%
                                                                                0.6%
                                                 0.5%           0.5%
                                          0.4%
                         0.3%
                  0.2%
                % Lift: 52%             % Lift: 46%            % Lift: 40%    % Lift: 38%

               Week of first          Weeks 1-2 after Weeks 1-3 after Weeks 1-4 after
                exposure              first exposure  first exposure  first exposure


Indicates significant lift above control at 90% CL         7
Display Ads Also Drive Traffic to
              Advertisers Over Time
Source: comScore “Whither the Click?” as published in June 2009 Journal of Advertising Research

   • Display advertising’s ability to drive traffic is persistent
   • These significant lifts would be overlooked by only considering
     immediate actions (e.g., a click)
                                          Advertiser Site Reach
                                                     Control     Test                    6.6%
                                                                        5.8%
                                                4.8%
                                                                                  4.5%
                                                                3.9%
                       3.5%
                                         3.1%
                2.1%

              % Lift: 65%              % Lift: 54%             % Lift: 49%      % Lift: 46%

             Week of first           Weeks 1-2 after          Weeks 1-3 after   Weeks 1-4 after
              exposure               first exposure           first exposure    first exposure


Indicates significant lift above control at 90% CL        8
Methodology




 9
Methodology

• Methodology:
   – Data source: comScore’s proprietary online panel that passively
     tracks the online behaviors of 1 million United States Internet users

   – Findings are based on four popular online categories and measuring
     their audiences’ interaction with the most pervasive advertisers
       • Site categories: Business News, Entertainment, News, Sports

       • Findings are based on the aggregate roll-up of visitors to the top 50
         sites in each category, as determined by January 2009 Media Metrix
         unique visitor data




                                        10
Methodology (cont’d)

• Methodology:
   – comScore’s Ad Metrix data determines the top 20 display
     advertisers for the top 50 sites in each category, based on the
     number of display ad impressions delivered in January 2009


   – Advertising value is determined by the composition and online
     behavior of the audiences from these top sites who were exposed
     to the largest display campaigns; specifically
       • Trademark Searches related to advertisers’ brands

       • Traffic driven to advertisers’ sites

       • Ecommerce transactions related to the categories of the advertisers’
         brands
       • Household income is a proxy for audience value


                                         11
Aggregate Results




   12
80 Ad Campaigns for 53 Brands Tracked
                   Across 200 of the Most Trafficked Sites
•    Allstate                      •   Domino’s Pizza •    ING Group     •   Skymall
•    Alltel                        •   Dunkin Donuts •     Intuit        •   Sprint Nextel
•    American Airlines             •   E*Trade         •   JCPenney      •   Stop & Shop
•    American Express              •   Fidelity        •   Kia Motors    •   TD Bank
•    AT&T                          •   Ford            •   The Ladders   •   Ticketmaster
•    Audi                          •   Frontgate       •   Microsoft     •   T-Mobile
•    Bank of America               •   GMC             •   Monster       •   Toyota
•    Brookstone                    •   H&R Block       •   Nissan        •   Travelocity
•    Capital One                   •   Hampton Inn     •   NutriSystem   •   TurboTax
•    Charles Schwab                •   Hewlett Packard •   Oracle        •   Vacations To Go
•    Coors                         •   Holiday Inn     •   PNC Bank      •   Verizon
•    Dell                          •   Honda           •   Progressive   •   Vicks
•    Disney Vacations              •   Infiniti        •   Scottrade     •   Visa
                                                                         •   Weight Watchers



N=53 Brands
Source: comScore AdMetrix, 01/09                     13
These 53 Brands by Industry

                                             Brands by Industry

                                               QSR F&B
                                    Online Svcs 4% 2%
                                        6%

                                     CPG                     Financial
                                      6%                     Services
                                                               28%
                                   Telecom
                                      9%


                                    Tech
                                     9%
                                                                Auto
                                                                15%
                                           Retail
                                            9%      Travel
                                                     11%
N=53 Brands
Source: comScore AdMetrix, 01/09                     14
Exposure to Display Ads Correlates
                   with Significant Consumer Activity
       • About one in five consumers searched on the advertised brand
       • Separately, about one-third visited the advertiser’s site in February

                                     UVs Exposed to Advertising


           Search Advertised Brands                                          18%




                 Visit Advertisers' Sites                                          29%



                                                             0%        10%   20%   30%
Base: 86.2MM Exposed to at least one of top 20 advertisers
Source: comScore Marketing Solutions, 02/09                       15
These Advertiser Site Visitors are More
                  Engaged than the Sites’ Usual Visitors
       • Consumers exposed to the display advertising spent over 50% more
         time than the average visitors to these sites the next month
       • This rise in time spent is matched by a similar increase in page views
                                       Advertiser Site Engagement
                         All UVs to Advertiser Sites        UVs Exposed to Advertising
                                                                            62


                                                                   41
                                                  34
                                22




                                Minutes/UV                          Pages/UV
Sources: All UVs comScore MediaMetrix, 02/09
Exposed UVs comScore Marketing Solutions, 02/09        16
Greater Spending for Advertiser Site
                   Visitors Exposed to Biggest Campaigns
       • These figures represent the average e-commerce spending in February
         for visitors to the 53 brands’ sites – comparing visitors exposed to
         these brands’ January online ad campaigns with those not exposed
                             E-commerce $/Advertiser Site Visitor
                                          Feb ‘09


                             Unexposed to Top
                               Campaigns
                                                             $227
                                                                    +7%


              Exposed to Top Campaigns                              $242



                                              $200        $225        $250
Bases: Unexposed 99.2MM; 86.2MM Exposed
Source: comScore Marketing Solutions, 02/09          17
More E-Commerce Spending by Those
                   Exposed to Related Online Advertising
         Travel $/Advertiser Visitor Feb ‘09                           Consumer Electronics $/Advertiser
                                                                               Visitor Feb ‘09

Unexposed                        $569
                                                +9%              Unexposed             $171
                                                                                                  +22%

     Exposed                                   $623                   Exposed                  $209

                   $500           $550         $600      $650                $100       $150    $200   $250


                                                CPG $/Advertiser Visitor Feb ‘09


                                         Unexposed               $74
                                                                                +14%

                                              Exposed                           $84


Source: comScore Marketing Solutions, 02/09
                                                        $65     $70
                                                                18
                                                                       $75   $80      $85
Content Site Segment Results




         19
News & Information




    20
Top 20 Advertiser Categories

                          Top 20 Advertiser Categories: News & Info
                                          Retail
                                       QSR 5%
                                   CPG 5%
                                    5%
                                                        Financial
                                                        Services
                                                          20%
                                   Travel
                                    15%
                                                             Telecom
                                                               20%
                                       Tech
                                       15%
                                               Auto
                                               15%


Source: comScore AdMetrix, 01/09                   21
Those Exposed to Advertising on Top
                   50 News Sites Act on These Brands
       • One in five search advertised brands online
       • One in three visit these advertisers’ sites

                               News UVs Exposed to Top 20 Advertising


                   Search Advertised Brands                                    20%




                         Visit Advertisers' Sites                                     29%



                                                             0%        10%   20%     30%    40%
Base: 69.5MM Exposed to at least one of top 20 advertisers
Source: comScore Marketing Solutions 02/09                        22
Exposed Visitors View 40% More Pages
                  on Advertisers’ Sites
                                        Advertiser Site Engagement
                        All UVs to Advertiser Site        Exposed News Site UVs

                                                                        62


                                                               44
                                             34
                           27




                            Minutes/UV                           Pages/UV

Sources: All UVs comScore MediaMetrix, 02/09
Exposed UVs comScore Marketing Solutions, 02/09      23
They are Higher Income – Especially
                   from OPA Sites – Than Typical Visitors
                             OPA News        Top 50 News   Top 20 Advertisers
   HHI 140
   Index
         120
               100
                 80
                 60
                 40
                 20
                   0

             HHI


OPA Base: 49.4MM;Top 50 Base 69.5MM
Source: comScore Marketing Solutions 02/09         24
Much More Spending by the Exposed –
                   Especially Those from OPA News Sites
                           Ecommerce $/News Site Visitor Feb ‘09
                Dollars Spent by Unexposed                 Additional Dollars Spent by Exposed
                                 Dollars Spent by Exposed, % Dollar Increase Spent by Exposed




    Top 50 News                                $259                        +$111          $370, +43%




        OPA News                              $236                            +$190              $426, +81%



                            $0        $50    $100   $150    $200   $250   $300    $350    $400   $450

OPA Base: 49.4MM;Top 50 Base 69.5MM
Source: comScore Marketing Solutions 02/09                    25
Travel and CPG Brands Benefit from
           These Higher Income News Audiences
     Travel $/News Site Visitor Feb ‘09
         Dollars Spent by Unexposed                        Dollars Spent by Exposed,
         Additional Dollars by Exposed                     % Dollar Increase Spent by Exposed

                                                 • This is especially true for
Top 50 News         $741      +$192 $933, +26%
                                                   those seeing the applicable
 OPA News          $647       +$376 $1,023, +58%   ads on OPA member sites
                                                          • The additional travel dollars
              $0   $300 $600 $900 $1,200
                                                            spent by those exposed on
     CPG $/News Site Visitor Feb ‘09                        OPA news sites was about
                                                            double that of the top 50
Top 50 News        $92     +$26          $118, +28%       • Additional CPG dollars spent
                                                            by those exposed on OPA
                                                            news sites was almost triple
 OPA News          $86       +$73        $159, +85%         that of those exposed on the
                                                            rest of the top 50
              $0   $50     $100   $150     $200   26   Sources: comScore Marketing Solutions, 02/09
Results for an Insurance Company

       • Among those exposed to advertising on News sites, this leading insurer saw
         more than double its typical page views

       • Search and Visitation rates among those exposed were much higher than the
         Financial Services’ industry-wide CTR average, which was the lowest among
         the 11 industries tracked

                  News UVs Exposed to                                                  Engagement with Insurer Brand
                   Insurer Advertising                                                           Feb ‘09
     Search Insurer                                                                         All UVs to Insurer Brand
         Brand                                                     2%                       Exposed News Site UVs

  Visit Insurer Site                                               2%                                                  22
                                                                                        9     7             10
Fin Svc Avg CTR*                 0.06%

                           0.0% 0.5% 1.0% 1.5% 2.0%                                    Minutes/UV            Pages/UV
Sources: Search & Visits comScore Marketing Solutions 02/09
All UVs comScore MediaMetrix, 02/09; Exposed UVs comScore Marketing Solutions, 02/09
*CTR Source: DoubleClick DART for Advertisers January – July 2008      27
Sports




28
Top 20 Advertiser Categories

                                   Top 20 Advertiser Categories: Sports


                                                  F&B
                                       Online Svcs 5%
                                          10%
                                                             Financial
                                        Travel               Services
                                         10%                   35%


                                        Telecom
                                          20%
                                                         Auto
                                                         20%




Source: comScore AdMetrix, 01/09                        29
Among Those Exposed to Advertising
                   on Sports Sites…
       • One in five consumers searched on the advertised brand
       • Over one in four visit the advertisers’ sites

                          Sports UVs Exposed to Top 20 Advertising


               Search Advertised Brands                                         19%




                     Visit Advertisers' Sites                                          28%



                                                             0%   5%   10% 15% 20% 25% 30%
Base: 37.6MM Exposed to at least one of top 20 advertisers
Source: comScore Marketing Solutions, 02/09                       30
Ad-Exposed UVs View 20% More Pages
                  of Advertisers’ Content
                                        Advertiser Site Engagement
                       All UVs to Advertiser Site         Exposed Sports Site UVs

                                                                         54
                                                                45


                           27                28




                            Minutes/UV                            Pages/UV

Sources: All UVs comScore MediaMetrix, 02/09
Exposed UVs comScore Marketing Solutions, 02/09      31
OPA and Top 50 Sports Sites Drove
                   High Income Audiences to Advertisers
                               OPA Sports    Top 50 Sports   Top 20 Advertisers
      HHI 140
      Index
            120
                  100
                    80
                    60
                    40
                    20
                      0

                HHI


OPA Base: 14.2MM;Top 50 Base 37.6MM
Source: comScore Marketing Solutions 02/09         32
Significantly Greater Spending by UVs
                   Exposed to Ads on OPA Sports Sites
                             Ecommerce $/Sports Site Visitor Feb ‘09
                   Dollars Spent by Unexposed                Additional Dollars Spent by Exposed
                                       Dollars Spent by Exposed, % Dollar Increase Spent by Exposed



        Top 50 Sports                                    $215                      +$9 $224, +4%




           OPA Sports                                 $186                       +$55       $241, +30%



                                 $0          $50        $100        $150      $200       $250         $300

OPA Base: 14.2MM;Top 50 Base 37.6MM
Source: comScore Marketing Solutions 02/09                     33
Travel and Telecom Benefit –
          Especially From OPA Sports Sites
    Travel $/Sports Site Visitor Feb ‘09
      Dollars Spent by Unexposed                          Dollars Spent by Exposed,
      Additional Dollars Spent by Exposed                 % Dollar Increase Spent by Exposed


Top 50 Sports          $530     +$45 $575 +8%       • Travel dollars spent by those
                                                      exposed on OPA sports sites
 OPA Sports            $506        +$176 $682, +35%   was quadruple that of the
                                                      top 50 sports sites
                $0 $200 $400 $600 $800
                                                         • Additional telecom dollars
   Telecom $/Sports Site Visitor Feb ‘09                   spent by those exposed on
                                                           sports sites was over 5X
                                                           that of those exposed on the
Top 50 Sports         $90 +$16 $106, +18%
                                                           rest of the top 50

 OPA Sports          $68      +$87      $155, +128%

                $0    $50 $100 $150 $200     34    Source: comScore Marketing Solutions, 02/09
Results for an Automaker

       • Among those exposed to advertising on Sports sites, this automaker
         obtained a more engaged audience
              – As comparison, we provide Auto’s industry-wide CTR average

                     Sports UVs Exposed to                                              Engagement with Auto Brand
                       Auto Advertising                                                          Feb ‘09
                                                                                            All UVs to Auto Brand
    Search Auto Brand                         0.1%                                          Exposed Sports Site UVs
                                                                                                                      9
           Visit Auto Site                                     0.3%                           5              4
                                                                                        2
         Auto Avg CTR*                       0.09%

                                 0.0% 0.1% 0.2% 0.3% 0.4%                              Minutes/UV           Pages/UV




Sources: Search & Visits comScore Marketing Solutions 02/09
All UVs comScore MediaMetrix, 02/09; Exposed UVs comScore Marketing Solutions, 02/09
*CTR Source: DoubleClick DART for Advertisers January – July 2008      35
Entertainment




 36
Top 20 Advertiser Categories

                       Top 20 Advertiser Categories: Entertainment
                                                   Travel
                                               QSR 5%
                                                5%
                                   Retail 5%
                                                                  Tech
                                                                  25%
                 Financial Svcs
                      10%


                                        CPG
                                        10%
                                                                 Telecom
                                                                   25%
                                                  Auto
                                                  15%



Source: comScore AdMetrix, 01/09                            37
Entertainment Site Visitors Exposed to
                   Ads Engage With Advertisers’ Brands
       • One in five consumers searched on advertised brands
       • Separately, one-third visited the advertiser’s site in February

                                        Entertainment UVs Exposed to
                                              Top 20 Advertising


                   Search Advertised Brands                                    20%




                         Visit Advertisers' Sites                                          34%



                                                             0%        10%   20%     30%    40%
Base: 75.1MM Exposed to at least one of top 20 advertisers
Source: comScore Marketing Solutions, 02/09                       38
Visitors Exposed to Ads Spend About
                  50% More Time with Advertisers’ Sites
                                        Advertiser Site Engagement
                  All UVs to Advertiser Site        Exposed Entertainment Site UVs
                                                                        64



                                                               41
                                             35

                            23




                            Minutes/UV                          Pages/UV

Sources: All UVs comScore MediaMetrix, 02/09
Exposed UVs comScore Marketing Solutions, 02/09      39
More Ecommerce Spending by Those
                   Viewing Ads on Entertainment Sites
                   Ecommerce $/Entertainment Site Visitor Feb ‘09
                  Dollars Spent by Unexposed                   Additional Dollars Spent by Exposed
                                                  Dollars Spent by Exposed, % Dollar Increase Spent by Exposed



       Top 50 Entertainment                                            $215                  +$14 $229, +7%




          OPA Entertainment                                           $190               +$19 $209, +10%



                                             $0          $50          $100     $150       $200        $250

OPA Base: 19.8MM;Top 50 Base 75.1MM
Source: comScore Marketing Solutions 02/09                       40
Greater CPG and Telecom Spending by Those
          Exposed to Ads on OPA Entertainment Sites
    CPG $/Entertainment Site Visitor
                Feb ‘09
                                                               Dollars Spent by Exposed,
      Dollars Spent by Unexposed                               % Dollar Increase Spent by Exposed
      Additional Dollars Spent by Exposed
                                                              • More CPG spending by
            Top 50…      $70 +$9 $79 +13%                       those exposed to advertising
OPA Entertainment        $61 +$39 $100, +64%
                                                                on OPA Entertainment sites
                                                                compared to top 50
                    $0     $50     $100 $150                    Entertainment sites

   Telecom $/Entertainment Site Visitor                       • More Telecom spending by
                 Feb ‘09                                        those exposed to ads on
                                                                OPA Entertainment sites –
        Top 50                                                  in contrast to the results for
    Entertainment             $95             $71, -25%
                                                                other Entertainment sites
OPA Entertainment          $67      +$9 $75, +12%


                    $0        $50           $100   41   Source: comScore Marketing Solutions, 02/09
Results for a Software Company

       • This software company had more engaged audiences among those exposed
         to advertising on Entertainment sites

       • Software company also had higher search and visitation rates among those
         exposed to advertising compared to average CTR rates for Technology ads

             Entertainment UVs Exposed to                                              Engagement with Software Brand
                  Software Advertising                                                            Feb ‘09
                                                                                          All UVs to Software Brand
     Search Software
          Brand                       3%                                                  Exposed Entertainment Site UVs
                                                                                                                      35
  Visit Software Site                     6%
                                                                                         8     11             12
       Tech Avg CTR*               0.12%

                               0%         10%         20%        30%                   Minutes/UV             Pages/UV

Sources: Search & Visits comScore Marketing Solutions 02/09
All UVs comScore MediaMetrix, 02/09; Exposed UVs comScore Marketing Solutions, 02/09
*CTR Source: DoubleClick DART for Advertisers January – July 2008      42
Business News




 43
Top 20 Advertiser Categories

                       Top 20 Advertiser Categories: Business News

                                             Online Svcs
                                                 5%

                                       Telecom
                                         10%

                                   Retail                  Financial
                                    15%                    Services
                                                             50%


                                            Tech
                                            20%




Source: comScore AdMetrix, 01/09                     44
UVs Exposed to Ads on Business News
                   Sites Engage with Advertised Brands
       • One in seven searched, and more importantly about one in four visited
         the advertisers’ sites

                                           Business News UVs Exposed to
                                                 Top 20 Advertising


                    Search Advertised Brands                                  14%




                          Visit Advertisers' Sites                                    23%



                                                              0%        10%     20%         30%
Base: 38.3 MM Exposed to at least one of top 20 advertisers
Source: comScore Marketing Solutions, 02/09                        45
UVs Exposed to Ads Spent Twice the
                  Time, Viewing 2x Pages on Ad Sites
                                           Advertiser Site Engagement
                     All UVs to Advertiser Site              Exposed Business News UVs


                                                                              98



                                             55
                                                                     47

                           27




                            Minutes/UV                                Pages/UV

Sources: All UVs comScore MediaMetrix, 02/09
Exposed UVs comScore Marketing Solutions, 02/09         46
These Visitors Are of a Higher Quality,
                   as Measured by Income
       • While visitors to the advertiser sites index at the online average, those
         exposed to January’s biggest ad campaigns who visited were higher
         income – especially those from OPA members in the business category
       • Counter to clicks, the higher the income, the more likely those exposed
         to the ad visited the advertiser’s site
                            OPA Business News             Top 50 Business News         Top 20 Advertiser Sites
        HHI 180
        Index 160
              140
              120
              100
               80
               60
               40
               20
                0
                     HHI         <$15K       $15-$24.9K $25-$39.9K $40-$59.9K $60-$74.9K $75-$99.9K     $100K+
Source: comScore Marketing Solutions 02/09                         47           OPA Base: 12.6MM;Top 50 Base 38.3MM
More Ecommerce Spending by Those
                   Exposed to Ads on Business News Sites
       • Ecommerce spending is greater for business news site visitors exposed
         to the top ad campaigns – especially among those seeing these ads on
         OPA business news sites
                                     Ecommerce $/Business News Visitor
                                                 Feb ‘09
                          Dollars Spent by Unexposed              Additional Dollars Spent by Exposed
                                                  Dollars Spent by Exposed, % Dollar Increase Spent by Exposed



                     Top 50 Business                     $206              +$53 $259, +26%



                        OPA Business                      $212                 +$122         $334, +58%


                                             $0          $100           $200       $300          $400
OPA Base: 12.6MM;Top 50 Base 38.3MM
Source: comScore Marketing Solutions 02/09                   48
More Spending on High Involvement
          Goods Correlates With Ad Exposure
   Tech $/Business News Visitor Feb ‘09
      Dollars Spent by Unexposed                              Dollars Spent by Exposed,
      Additional Dollars Spent by Exposed                     % Dollar Increase Spent by Exposed


Top 50 Business          $282 +$8 $290, +3%
                                           • High involvement categories
                                             like Technology and Telecom
 OPA Business    $230     +$137 $367, +60%   show higher spending among
                                             those exposed to ads on
              $0 $100 $200 $300 $400         OPA Business News sites

     Telecom $/Business News Visitor
                Feb ‘09


Top 50 Business     $63+$37 $100, +59%


 OPA Business          $84     +$149         $233, +177%

                  $0         $125           $250   49   Source: comScore Marketing Solutions 02/09
Results for a Wireless Advertiser

       • A leading wireless company had higher traffic and visitor engagement
         among those exposed to advertising on Business News sites
              – As comparison, we provide Telecom’s industry-wide CTR average

               Business News UVs Exposed to                                            Engagement with Wireless Brand
                    Wireless Advertising                                                          Feb ‘09
                                                                                            All UVs to Wireless Brand
         Search Wireless
             Brand                                    14%                                   Exposed Business Site UVs
                                                                                                                        32
      Visit Wireless Site                                       23%
                                                                                               9              7
    Telecom Avg CTR*                  0.08%                                             4

                                  0%         10%        20%         30%                Minutes/UV            Pages/UV




Sources: Search & Visits comScore Marketing Solutions 02/09
All UVs comScore MediaMetrix, 02/09; Exposed UVs comScore Marketing Solutions, 02/09
*CTR Source: DoubleClick DART for Advertisers January – July 2008      50
Conclusions




51
Key Findings
• There are more relevant ways to measure the branding impact of online
  ad campaigns beyond clicks – which is a Direct Response metric
• Search + Site Visitation + e-Commerce Spending [measured over time
  to account for latency effects] = a smart formula for measuring display
  advertising effectiveness
    – One in 5 exposed to display advertising conduct related searches for the
      advertised brands
    – One in 3 exposed to display advertising visit the advertised brands’ sites
    – E-commerce spending in the advertised categories was significantly higher
      among online audiences exposed to the largest ad campaigns

• Environment Matters: There are differences in audience composition
  and behavior of those exposed to display advertising on content sites
    – Audiences exposed to display advertising are more engaged with
      advertisers’ sites – staying longer and consuming more pages
    – Audiences exposed to display advertising that visit advertisers’ sites have
      higher incomes than their typical visitors – and this positively impacts
      related online spending
                                          52
Key Findings (cont’d)
• Visitors exposed to display advertising spend more on e-commerce overall
  and in the advertised categories – especially true for those viewing display ads on
  OPA Member sites

    •   OPA News Sites – average e-commerce spending by visitors exposed to ads
        was 15% higher ($426) than those exposed on the Top 50 News sites

    •   OPA Sports Sites – average e-commerce spending for those exposed to ads
        was 8% higher ($241) than those exposed on the Top 50 Sports sites

    •   OPA Entertainment sites – CPG spending after ad exposure was up 64%
        ($100) compared to13% on the Top 50 Entertainment sites

    •   OPA Business News sites – average e-commerce spending by those exposed
        to ads was 21% higher ($334) compared to those exposed on Top 50




                                           53
Appendix:
Sites by Content Category




     54
Top 50 News & Information Sites
      •    ABC News                             •        MSN News & Weather
      •    AccuWeather Sites                    •        MSNBC
      •    Advance Internet                     •        MTVU
      •    AOL News                             •        NBC Local Media
      •    Associated Press                     •        New York Magazine
      •    BBC                                  •        Newsday
      •    Belo                                 •        Newsweek
      •    Boston.com                           •        NPR
      •    Buzzle                               •        Reuters
      •    CBS News                             •        Scripps Interactive Newspaper Group
      •    CNN                                  •        Scripps Television Station Group
      •    Community Newspaper Holdings, Inc.   •        Sun-Times
      •    Cox Newspapers                       •        Telegraph Media Group
      •    eHow                                 •        The New York Post
      •    FOX News                             •        The New York Times
      •    Gannett Sites & USAToday             •        The Washington Post Company
      •    Gawker Media                         •        The Weather Channel
      •    Guardian                             •        Time
      •    Hearst Newspapers                    •        Times Online
      •    Huffington Post                      •        Topix
      •    Lee Enterprises                      •        Tribune Newspapers
      •    Legacy                               •        Weather Underground
      •    Mail Online                          •        Weatherbug Property
      •    McClatchy Corporation                •        WorldNow
      •    MediaNews Group                      •        Yahoo! News
OPA News sites in bold                              55              Source: comScore MediaMetrix, 01/09
Top 50 Business News Sites
      •    1888 Press Release      •        Guardian Business
      •    ADVFN                   •        Hoovers
      •    Alley Insider           •        IBD editorials
      •    All Business            •        IB Times
      •    AOL Money & Finance     •        INC
      •    Bankaholic              •        Investors.com
      •    BBC News - Business     •        Investor Words
      •    Bizjournals             •        Kiplinger
      •    Bloomberg               •        Manta
      •    BNET                    •        Minyanville.com
      •    BusinessWeek Online     •        Morningstar
      •    Businesswire.com        •        Motley Fool
      •    Chicago Business        •        MSN Money
      •    CJ Online               •        Nasdaq Property
      •    CNBC                    •        NYSE
      •    CNN Money               •        Principal.com
      •    Comcast.net Finance     •        Reuters
      •    Economist               •        Seeking Alpha
      •    Ed Week                 •        Street Inside
      •    Fast Company            •        The Street
      •    Financial Times Group   •        The Wall Street Journal
      •    Forbes                  •        Times Online - Business
      •    FOX Business            •        Wikinvest
      •    Free-Press-Release      •        Yahoo! Finance
      •    Google Finance          •        Zacks
OPA Business News sites in bold        56              Source: comScore MediaMetrix, 01/09
Top 50 Sports Sites
      •    About.com Sports and Recreation                 •   NBC Sports
      •    Australianopen.com                              •   NCAA
      •    BNQT                                            •   NFL Internet Group
      •    Bodybuildingforyou.com                          •   NHL Network
      •    CBS Sports                                      •   OFF-ROAD.COM
      •    Comcast.net Sports                              •   PGA Tour
      •    Dead Spin                                       •   Sher Dog
      •    Demand Media Sports                             •   Soccer.com
      •    Digital Sports                                  •   SPEED Sites
      •    Ehow Sports And Fitness                         •   Sportgenic
      •    ESPN                                            •   Sporting News
      •    Fanhouse                                        •   SportNet
      •    FANIQ                                           •   Sports Direct
      •    Fantasy Sports Ventures                         •   Sports Illustrated Sites
      •    FOX Sports on MSN                               •   Sports Blogs, Inc.
      •    GN Outdoor (Gorilla Nation)                     •   Sportsviews.com
      •    Golf Channel                                    •   Stack Media
      •    Hachette Filipacchi Men's Enthusiasts Network   •   Tampabaysuperbowl.com
      •    highschoolsports.net                            •   U.S Olympic Team Sites
      •    InterMedia Outdoors                             •   UFC
      •    International Speedway Corporation              •   Universal Sports
      •    JUMPTV                                          •   USAToday Sports
      •    MLB                                             •   Vertical Sports Group
      •    NASCAR                                          •   Yahoo! Sports
      •    NBA                                             •   Yardbarker Sports Media
OPA Sports sites in bold                            57             Source: comScore MediaMetrix, 01/09
Top 50 Entertainment Sites
      •    A&E Interactive           •        MSN Music
      •    ABC Family                •        MSN TV
      •    ABC                       •        MTV Networks Music
      •    About.com Entertainment   •        MyFox
      •    Access Hollywood          •        MySpace Music
      •    AOL Music                 •        National Geographic Sites
      •    AOL Television            •        NBC Network
      •    ARTISTdirect Network      •        omg!
      •    Ask Men                   •        PBS
      •    Asylum                    •        People
      •    BET Networks              •        Play List
      •    CBS Television            •        Rhapsody
      •    Comedy Central            •        Ripe Digital Entertainment
      •    Discovery Networks        •        SOAPnet
      •    E! Online                 •        Sony Music Entertainment
      •    ELYRICS                   •        TMZ
      •    Entertainment Weekly      •        Tribune Broadcasting
      •    Fox Broadcasting          •        TV.COM
      •    Gray Television           •        Ultimate-guitar.com
      •    Jango Music Network       •        Universal Music Group
      •    Last.fm Ltd               •        Warner Music
      •    Lyrics.com                •        Windowsmedia.com Music
      •    Lyricsmode.com            •        WWE
      •    Macrovision               •        Yahoo! Music
      •    Metro Lyrics              •        Yahoo! TV
OPA Entertainment sites in bold          58              Source: comScore MediaMetrix, 01/09
For More Information

Research Questions:
       Stuart Schneiderman
       Director of Research
       Online Publishers Association
       stuarts@online-publishers.org


PR Inquiries:
       Aimee Yoon
       Dotted Line Communications
       646.678.4980
       aimee@dottedlinecomm.com




                               59

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The Silent Click - Building Brands Online

  • 1. The Silent Click: Building Brands Online June 2009 Conducted in partnership with www.online-publishers.org
  • 2. Research Objectives • Demonstrate online advertising’s role in building brands and achieving key branding goals – Discern relevant behaviors that correlate with online ad exposure – Understand the role of environment in attracting a valuable consumer 2
  • 3. So Many Ads, So Few Clicks - BusinessWeek Rich Media Click-Through Rates by Industry 0.17% 0.12% 0.12% 0.11% 0.10% 0.10% 0.09% 0.08% 0.08% 0.07% 0.06% Source: DoubleClick DART for Advertisers, January – July 2008 3
  • 4. Ad Clickers Follow the 80/20 Rule • Despite only representing 16% of the Internet population, moderate to heavy clickers account for 80% of display ad clicks in the month analyzed • Clickers are predominately younger (24-44 age range) • Clickers tend to be lower income (under $40K) • Two-thirds of Web users didn’t click 100% 6% 10% 18% 16% 50% Click Frequency 31% Heavy Moderate Light 68% 30% Non 51% 20% 0% % Internet Pop % of Clickers % of Clicks Source: comScore, Natural Born Clickers (2008) 4
  • 5. If Not the Click, Then What? - Ad Age • [The click’s] the closest thing to a standard, but it doesn’t mean anything to anybody, and CMOs are just tired of hearing about it. – Andrea Kerr Redniss, Senior VP Digital, Optimedia • Remember why you’re advertising…You are not advertising for clicks…What you’re advertising for is to sell me stuff or change perception, and that’s what we need to be measuring against. – Carrie Frolich, Managing Director Digital, Mediaedge: cia • By measuring the last ad seen or clicked by a converter, they focus entirely on a brief time span at the bottom of the funnel. Evaluating only a single point of advertising contact oversimplifies the delivery and performance of any media channel. – Microsoft’s Atlas Institute 5
  • 6. How Consumers Spend Time Online Has Changed Greatly the Last 5 Years • Consumers now spend over 40% of their online time with Content, and only about one-fourth of their time with email and IM • Community is a relatively new and growing segment Share of Online Time, 2003 Q1 2009 Search Search 3% 5% Commerce Commerce 16% 14% Content 34% Communication Content Communication 27% 42% 46% Community 12% Source: OPA Internet Activity Index 6
  • 7. Display Impacts Search 4 Weeks After Exposure Source: comScore “Whither the Click?” as published in June 2009 Journal of Advertising Research • This dynamic is important because of the synergy between display ads and search, and because a Trademark or a Brand search is a significant indicator of purchase intent % Making a TM/Brand Search Control Test 0.9% 0.7% 0.6% 0.5% 0.5% 0.4% 0.3% 0.2% % Lift: 52% % Lift: 46% % Lift: 40% % Lift: 38% Week of first Weeks 1-2 after Weeks 1-3 after Weeks 1-4 after exposure first exposure first exposure first exposure Indicates significant lift above control at 90% CL 7
  • 8. Display Ads Also Drive Traffic to Advertisers Over Time Source: comScore “Whither the Click?” as published in June 2009 Journal of Advertising Research • Display advertising’s ability to drive traffic is persistent • These significant lifts would be overlooked by only considering immediate actions (e.g., a click) Advertiser Site Reach Control Test 6.6% 5.8% 4.8% 4.5% 3.9% 3.5% 3.1% 2.1% % Lift: 65% % Lift: 54% % Lift: 49% % Lift: 46% Week of first Weeks 1-2 after Weeks 1-3 after Weeks 1-4 after exposure first exposure first exposure first exposure Indicates significant lift above control at 90% CL 8
  • 10. Methodology • Methodology: – Data source: comScore’s proprietary online panel that passively tracks the online behaviors of 1 million United States Internet users – Findings are based on four popular online categories and measuring their audiences’ interaction with the most pervasive advertisers • Site categories: Business News, Entertainment, News, Sports • Findings are based on the aggregate roll-up of visitors to the top 50 sites in each category, as determined by January 2009 Media Metrix unique visitor data 10
  • 11. Methodology (cont’d) • Methodology: – comScore’s Ad Metrix data determines the top 20 display advertisers for the top 50 sites in each category, based on the number of display ad impressions delivered in January 2009 – Advertising value is determined by the composition and online behavior of the audiences from these top sites who were exposed to the largest display campaigns; specifically • Trademark Searches related to advertisers’ brands • Traffic driven to advertisers’ sites • Ecommerce transactions related to the categories of the advertisers’ brands • Household income is a proxy for audience value 11
  • 13. 80 Ad Campaigns for 53 Brands Tracked Across 200 of the Most Trafficked Sites • Allstate • Domino’s Pizza • ING Group • Skymall • Alltel • Dunkin Donuts • Intuit • Sprint Nextel • American Airlines • E*Trade • JCPenney • Stop & Shop • American Express • Fidelity • Kia Motors • TD Bank • AT&T • Ford • The Ladders • Ticketmaster • Audi • Frontgate • Microsoft • T-Mobile • Bank of America • GMC • Monster • Toyota • Brookstone • H&R Block • Nissan • Travelocity • Capital One • Hampton Inn • NutriSystem • TurboTax • Charles Schwab • Hewlett Packard • Oracle • Vacations To Go • Coors • Holiday Inn • PNC Bank • Verizon • Dell • Honda • Progressive • Vicks • Disney Vacations • Infiniti • Scottrade • Visa • Weight Watchers N=53 Brands Source: comScore AdMetrix, 01/09 13
  • 14. These 53 Brands by Industry Brands by Industry QSR F&B Online Svcs 4% 2% 6% CPG Financial 6% Services 28% Telecom 9% Tech 9% Auto 15% Retail 9% Travel 11% N=53 Brands Source: comScore AdMetrix, 01/09 14
  • 15. Exposure to Display Ads Correlates with Significant Consumer Activity • About one in five consumers searched on the advertised brand • Separately, about one-third visited the advertiser’s site in February UVs Exposed to Advertising Search Advertised Brands 18% Visit Advertisers' Sites 29% 0% 10% 20% 30% Base: 86.2MM Exposed to at least one of top 20 advertisers Source: comScore Marketing Solutions, 02/09 15
  • 16. These Advertiser Site Visitors are More Engaged than the Sites’ Usual Visitors • Consumers exposed to the display advertising spent over 50% more time than the average visitors to these sites the next month • This rise in time spent is matched by a similar increase in page views Advertiser Site Engagement All UVs to Advertiser Sites UVs Exposed to Advertising 62 41 34 22 Minutes/UV Pages/UV Sources: All UVs comScore MediaMetrix, 02/09 Exposed UVs comScore Marketing Solutions, 02/09 16
  • 17. Greater Spending for Advertiser Site Visitors Exposed to Biggest Campaigns • These figures represent the average e-commerce spending in February for visitors to the 53 brands’ sites – comparing visitors exposed to these brands’ January online ad campaigns with those not exposed E-commerce $/Advertiser Site Visitor Feb ‘09 Unexposed to Top Campaigns $227 +7% Exposed to Top Campaigns $242 $200 $225 $250 Bases: Unexposed 99.2MM; 86.2MM Exposed Source: comScore Marketing Solutions, 02/09 17
  • 18. More E-Commerce Spending by Those Exposed to Related Online Advertising Travel $/Advertiser Visitor Feb ‘09 Consumer Electronics $/Advertiser Visitor Feb ‘09 Unexposed $569 +9% Unexposed $171 +22% Exposed $623 Exposed $209 $500 $550 $600 $650 $100 $150 $200 $250 CPG $/Advertiser Visitor Feb ‘09 Unexposed $74 +14% Exposed $84 Source: comScore Marketing Solutions, 02/09 $65 $70 18 $75 $80 $85
  • 19. Content Site Segment Results 19
  • 21. Top 20 Advertiser Categories Top 20 Advertiser Categories: News & Info Retail QSR 5% CPG 5% 5% Financial Services 20% Travel 15% Telecom 20% Tech 15% Auto 15% Source: comScore AdMetrix, 01/09 21
  • 22. Those Exposed to Advertising on Top 50 News Sites Act on These Brands • One in five search advertised brands online • One in three visit these advertisers’ sites News UVs Exposed to Top 20 Advertising Search Advertised Brands 20% Visit Advertisers' Sites 29% 0% 10% 20% 30% 40% Base: 69.5MM Exposed to at least one of top 20 advertisers Source: comScore Marketing Solutions 02/09 22
  • 23. Exposed Visitors View 40% More Pages on Advertisers’ Sites Advertiser Site Engagement All UVs to Advertiser Site Exposed News Site UVs 62 44 34 27 Minutes/UV Pages/UV Sources: All UVs comScore MediaMetrix, 02/09 Exposed UVs comScore Marketing Solutions, 02/09 23
  • 24. They are Higher Income – Especially from OPA Sites – Than Typical Visitors OPA News Top 50 News Top 20 Advertisers HHI 140 Index 120 100 80 60 40 20 0 HHI OPA Base: 49.4MM;Top 50 Base 69.5MM Source: comScore Marketing Solutions 02/09 24
  • 25. Much More Spending by the Exposed – Especially Those from OPA News Sites Ecommerce $/News Site Visitor Feb ‘09 Dollars Spent by Unexposed Additional Dollars Spent by Exposed Dollars Spent by Exposed, % Dollar Increase Spent by Exposed Top 50 News $259 +$111 $370, +43% OPA News $236 +$190 $426, +81% $0 $50 $100 $150 $200 $250 $300 $350 $400 $450 OPA Base: 49.4MM;Top 50 Base 69.5MM Source: comScore Marketing Solutions 02/09 25
  • 26. Travel and CPG Brands Benefit from These Higher Income News Audiences Travel $/News Site Visitor Feb ‘09 Dollars Spent by Unexposed Dollars Spent by Exposed, Additional Dollars by Exposed % Dollar Increase Spent by Exposed • This is especially true for Top 50 News $741 +$192 $933, +26% those seeing the applicable OPA News $647 +$376 $1,023, +58% ads on OPA member sites • The additional travel dollars $0 $300 $600 $900 $1,200 spent by those exposed on CPG $/News Site Visitor Feb ‘09 OPA news sites was about double that of the top 50 Top 50 News $92 +$26 $118, +28% • Additional CPG dollars spent by those exposed on OPA news sites was almost triple OPA News $86 +$73 $159, +85% that of those exposed on the rest of the top 50 $0 $50 $100 $150 $200 26 Sources: comScore Marketing Solutions, 02/09
  • 27. Results for an Insurance Company • Among those exposed to advertising on News sites, this leading insurer saw more than double its typical page views • Search and Visitation rates among those exposed were much higher than the Financial Services’ industry-wide CTR average, which was the lowest among the 11 industries tracked News UVs Exposed to Engagement with Insurer Brand Insurer Advertising Feb ‘09 Search Insurer All UVs to Insurer Brand Brand 2% Exposed News Site UVs Visit Insurer Site 2% 22 9 7 10 Fin Svc Avg CTR* 0.06% 0.0% 0.5% 1.0% 1.5% 2.0% Minutes/UV Pages/UV Sources: Search & Visits comScore Marketing Solutions 02/09 All UVs comScore MediaMetrix, 02/09; Exposed UVs comScore Marketing Solutions, 02/09 *CTR Source: DoubleClick DART for Advertisers January – July 2008 27
  • 29. Top 20 Advertiser Categories Top 20 Advertiser Categories: Sports F&B Online Svcs 5% 10% Financial Travel Services 10% 35% Telecom 20% Auto 20% Source: comScore AdMetrix, 01/09 29
  • 30. Among Those Exposed to Advertising on Sports Sites… • One in five consumers searched on the advertised brand • Over one in four visit the advertisers’ sites Sports UVs Exposed to Top 20 Advertising Search Advertised Brands 19% Visit Advertisers' Sites 28% 0% 5% 10% 15% 20% 25% 30% Base: 37.6MM Exposed to at least one of top 20 advertisers Source: comScore Marketing Solutions, 02/09 30
  • 31. Ad-Exposed UVs View 20% More Pages of Advertisers’ Content Advertiser Site Engagement All UVs to Advertiser Site Exposed Sports Site UVs 54 45 27 28 Minutes/UV Pages/UV Sources: All UVs comScore MediaMetrix, 02/09 Exposed UVs comScore Marketing Solutions, 02/09 31
  • 32. OPA and Top 50 Sports Sites Drove High Income Audiences to Advertisers OPA Sports Top 50 Sports Top 20 Advertisers HHI 140 Index 120 100 80 60 40 20 0 HHI OPA Base: 14.2MM;Top 50 Base 37.6MM Source: comScore Marketing Solutions 02/09 32
  • 33. Significantly Greater Spending by UVs Exposed to Ads on OPA Sports Sites Ecommerce $/Sports Site Visitor Feb ‘09 Dollars Spent by Unexposed Additional Dollars Spent by Exposed Dollars Spent by Exposed, % Dollar Increase Spent by Exposed Top 50 Sports $215 +$9 $224, +4% OPA Sports $186 +$55 $241, +30% $0 $50 $100 $150 $200 $250 $300 OPA Base: 14.2MM;Top 50 Base 37.6MM Source: comScore Marketing Solutions 02/09 33
  • 34. Travel and Telecom Benefit – Especially From OPA Sports Sites Travel $/Sports Site Visitor Feb ‘09 Dollars Spent by Unexposed Dollars Spent by Exposed, Additional Dollars Spent by Exposed % Dollar Increase Spent by Exposed Top 50 Sports $530 +$45 $575 +8% • Travel dollars spent by those exposed on OPA sports sites OPA Sports $506 +$176 $682, +35% was quadruple that of the top 50 sports sites $0 $200 $400 $600 $800 • Additional telecom dollars Telecom $/Sports Site Visitor Feb ‘09 spent by those exposed on sports sites was over 5X that of those exposed on the Top 50 Sports $90 +$16 $106, +18% rest of the top 50 OPA Sports $68 +$87 $155, +128% $0 $50 $100 $150 $200 34 Source: comScore Marketing Solutions, 02/09
  • 35. Results for an Automaker • Among those exposed to advertising on Sports sites, this automaker obtained a more engaged audience – As comparison, we provide Auto’s industry-wide CTR average Sports UVs Exposed to Engagement with Auto Brand Auto Advertising Feb ‘09 All UVs to Auto Brand Search Auto Brand 0.1% Exposed Sports Site UVs 9 Visit Auto Site 0.3% 5 4 2 Auto Avg CTR* 0.09% 0.0% 0.1% 0.2% 0.3% 0.4% Minutes/UV Pages/UV Sources: Search & Visits comScore Marketing Solutions 02/09 All UVs comScore MediaMetrix, 02/09; Exposed UVs comScore Marketing Solutions, 02/09 *CTR Source: DoubleClick DART for Advertisers January – July 2008 35
  • 37. Top 20 Advertiser Categories Top 20 Advertiser Categories: Entertainment Travel QSR 5% 5% Retail 5% Tech 25% Financial Svcs 10% CPG 10% Telecom 25% Auto 15% Source: comScore AdMetrix, 01/09 37
  • 38. Entertainment Site Visitors Exposed to Ads Engage With Advertisers’ Brands • One in five consumers searched on advertised brands • Separately, one-third visited the advertiser’s site in February Entertainment UVs Exposed to Top 20 Advertising Search Advertised Brands 20% Visit Advertisers' Sites 34% 0% 10% 20% 30% 40% Base: 75.1MM Exposed to at least one of top 20 advertisers Source: comScore Marketing Solutions, 02/09 38
  • 39. Visitors Exposed to Ads Spend About 50% More Time with Advertisers’ Sites Advertiser Site Engagement All UVs to Advertiser Site Exposed Entertainment Site UVs 64 41 35 23 Minutes/UV Pages/UV Sources: All UVs comScore MediaMetrix, 02/09 Exposed UVs comScore Marketing Solutions, 02/09 39
  • 40. More Ecommerce Spending by Those Viewing Ads on Entertainment Sites Ecommerce $/Entertainment Site Visitor Feb ‘09 Dollars Spent by Unexposed Additional Dollars Spent by Exposed Dollars Spent by Exposed, % Dollar Increase Spent by Exposed Top 50 Entertainment $215 +$14 $229, +7% OPA Entertainment $190 +$19 $209, +10% $0 $50 $100 $150 $200 $250 OPA Base: 19.8MM;Top 50 Base 75.1MM Source: comScore Marketing Solutions 02/09 40
  • 41. Greater CPG and Telecom Spending by Those Exposed to Ads on OPA Entertainment Sites CPG $/Entertainment Site Visitor Feb ‘09 Dollars Spent by Exposed, Dollars Spent by Unexposed % Dollar Increase Spent by Exposed Additional Dollars Spent by Exposed • More CPG spending by Top 50… $70 +$9 $79 +13% those exposed to advertising OPA Entertainment $61 +$39 $100, +64% on OPA Entertainment sites compared to top 50 $0 $50 $100 $150 Entertainment sites Telecom $/Entertainment Site Visitor • More Telecom spending by Feb ‘09 those exposed to ads on OPA Entertainment sites – Top 50 in contrast to the results for Entertainment $95 $71, -25% other Entertainment sites OPA Entertainment $67 +$9 $75, +12% $0 $50 $100 41 Source: comScore Marketing Solutions, 02/09
  • 42. Results for a Software Company • This software company had more engaged audiences among those exposed to advertising on Entertainment sites • Software company also had higher search and visitation rates among those exposed to advertising compared to average CTR rates for Technology ads Entertainment UVs Exposed to Engagement with Software Brand Software Advertising Feb ‘09 All UVs to Software Brand Search Software Brand 3% Exposed Entertainment Site UVs 35 Visit Software Site 6% 8 11 12 Tech Avg CTR* 0.12% 0% 10% 20% 30% Minutes/UV Pages/UV Sources: Search & Visits comScore Marketing Solutions 02/09 All UVs comScore MediaMetrix, 02/09; Exposed UVs comScore Marketing Solutions, 02/09 *CTR Source: DoubleClick DART for Advertisers January – July 2008 42
  • 44. Top 20 Advertiser Categories Top 20 Advertiser Categories: Business News Online Svcs 5% Telecom 10% Retail Financial 15% Services 50% Tech 20% Source: comScore AdMetrix, 01/09 44
  • 45. UVs Exposed to Ads on Business News Sites Engage with Advertised Brands • One in seven searched, and more importantly about one in four visited the advertisers’ sites Business News UVs Exposed to Top 20 Advertising Search Advertised Brands 14% Visit Advertisers' Sites 23% 0% 10% 20% 30% Base: 38.3 MM Exposed to at least one of top 20 advertisers Source: comScore Marketing Solutions, 02/09 45
  • 46. UVs Exposed to Ads Spent Twice the Time, Viewing 2x Pages on Ad Sites Advertiser Site Engagement All UVs to Advertiser Site Exposed Business News UVs 98 55 47 27 Minutes/UV Pages/UV Sources: All UVs comScore MediaMetrix, 02/09 Exposed UVs comScore Marketing Solutions, 02/09 46
  • 47. These Visitors Are of a Higher Quality, as Measured by Income • While visitors to the advertiser sites index at the online average, those exposed to January’s biggest ad campaigns who visited were higher income – especially those from OPA members in the business category • Counter to clicks, the higher the income, the more likely those exposed to the ad visited the advertiser’s site OPA Business News Top 50 Business News Top 20 Advertiser Sites HHI 180 Index 160 140 120 100 80 60 40 20 0 HHI <$15K $15-$24.9K $25-$39.9K $40-$59.9K $60-$74.9K $75-$99.9K $100K+ Source: comScore Marketing Solutions 02/09 47 OPA Base: 12.6MM;Top 50 Base 38.3MM
  • 48. More Ecommerce Spending by Those Exposed to Ads on Business News Sites • Ecommerce spending is greater for business news site visitors exposed to the top ad campaigns – especially among those seeing these ads on OPA business news sites Ecommerce $/Business News Visitor Feb ‘09 Dollars Spent by Unexposed Additional Dollars Spent by Exposed Dollars Spent by Exposed, % Dollar Increase Spent by Exposed Top 50 Business $206 +$53 $259, +26% OPA Business $212 +$122 $334, +58% $0 $100 $200 $300 $400 OPA Base: 12.6MM;Top 50 Base 38.3MM Source: comScore Marketing Solutions 02/09 48
  • 49. More Spending on High Involvement Goods Correlates With Ad Exposure Tech $/Business News Visitor Feb ‘09 Dollars Spent by Unexposed Dollars Spent by Exposed, Additional Dollars Spent by Exposed % Dollar Increase Spent by Exposed Top 50 Business $282 +$8 $290, +3% • High involvement categories like Technology and Telecom OPA Business $230 +$137 $367, +60% show higher spending among those exposed to ads on $0 $100 $200 $300 $400 OPA Business News sites Telecom $/Business News Visitor Feb ‘09 Top 50 Business $63+$37 $100, +59% OPA Business $84 +$149 $233, +177% $0 $125 $250 49 Source: comScore Marketing Solutions 02/09
  • 50. Results for a Wireless Advertiser • A leading wireless company had higher traffic and visitor engagement among those exposed to advertising on Business News sites – As comparison, we provide Telecom’s industry-wide CTR average Business News UVs Exposed to Engagement with Wireless Brand Wireless Advertising Feb ‘09 All UVs to Wireless Brand Search Wireless Brand 14% Exposed Business Site UVs 32 Visit Wireless Site 23% 9 7 Telecom Avg CTR* 0.08% 4 0% 10% 20% 30% Minutes/UV Pages/UV Sources: Search & Visits comScore Marketing Solutions 02/09 All UVs comScore MediaMetrix, 02/09; Exposed UVs comScore Marketing Solutions, 02/09 *CTR Source: DoubleClick DART for Advertisers January – July 2008 50
  • 52. Key Findings • There are more relevant ways to measure the branding impact of online ad campaigns beyond clicks – which is a Direct Response metric • Search + Site Visitation + e-Commerce Spending [measured over time to account for latency effects] = a smart formula for measuring display advertising effectiveness – One in 5 exposed to display advertising conduct related searches for the advertised brands – One in 3 exposed to display advertising visit the advertised brands’ sites – E-commerce spending in the advertised categories was significantly higher among online audiences exposed to the largest ad campaigns • Environment Matters: There are differences in audience composition and behavior of those exposed to display advertising on content sites – Audiences exposed to display advertising are more engaged with advertisers’ sites – staying longer and consuming more pages – Audiences exposed to display advertising that visit advertisers’ sites have higher incomes than their typical visitors – and this positively impacts related online spending 52
  • 53. Key Findings (cont’d) • Visitors exposed to display advertising spend more on e-commerce overall and in the advertised categories – especially true for those viewing display ads on OPA Member sites • OPA News Sites – average e-commerce spending by visitors exposed to ads was 15% higher ($426) than those exposed on the Top 50 News sites • OPA Sports Sites – average e-commerce spending for those exposed to ads was 8% higher ($241) than those exposed on the Top 50 Sports sites • OPA Entertainment sites – CPG spending after ad exposure was up 64% ($100) compared to13% on the Top 50 Entertainment sites • OPA Business News sites – average e-commerce spending by those exposed to ads was 21% higher ($334) compared to those exposed on Top 50 53
  • 55. Top 50 News & Information Sites • ABC News • MSN News & Weather • AccuWeather Sites • MSNBC • Advance Internet • MTVU • AOL News • NBC Local Media • Associated Press • New York Magazine • BBC • Newsday • Belo • Newsweek • Boston.com • NPR • Buzzle • Reuters • CBS News • Scripps Interactive Newspaper Group • CNN • Scripps Television Station Group • Community Newspaper Holdings, Inc. • Sun-Times • Cox Newspapers • Telegraph Media Group • eHow • The New York Post • FOX News • The New York Times • Gannett Sites & USAToday • The Washington Post Company • Gawker Media • The Weather Channel • Guardian • Time • Hearst Newspapers • Times Online • Huffington Post • Topix • Lee Enterprises • Tribune Newspapers • Legacy • Weather Underground • Mail Online • Weatherbug Property • McClatchy Corporation • WorldNow • MediaNews Group • Yahoo! News OPA News sites in bold 55 Source: comScore MediaMetrix, 01/09
  • 56. Top 50 Business News Sites • 1888 Press Release • Guardian Business • ADVFN • Hoovers • Alley Insider • IBD editorials • All Business • IB Times • AOL Money & Finance • INC • Bankaholic • Investors.com • BBC News - Business • Investor Words • Bizjournals • Kiplinger • Bloomberg • Manta • BNET • Minyanville.com • BusinessWeek Online • Morningstar • Businesswire.com • Motley Fool • Chicago Business • MSN Money • CJ Online • Nasdaq Property • CNBC • NYSE • CNN Money • Principal.com • Comcast.net Finance • Reuters • Economist • Seeking Alpha • Ed Week • Street Inside • Fast Company • The Street • Financial Times Group • The Wall Street Journal • Forbes • Times Online - Business • FOX Business • Wikinvest • Free-Press-Release • Yahoo! Finance • Google Finance • Zacks OPA Business News sites in bold 56 Source: comScore MediaMetrix, 01/09
  • 57. Top 50 Sports Sites • About.com Sports and Recreation • NBC Sports • Australianopen.com • NCAA • BNQT • NFL Internet Group • Bodybuildingforyou.com • NHL Network • CBS Sports • OFF-ROAD.COM • Comcast.net Sports • PGA Tour • Dead Spin • Sher Dog • Demand Media Sports • Soccer.com • Digital Sports • SPEED Sites • Ehow Sports And Fitness • Sportgenic • ESPN • Sporting News • Fanhouse • SportNet • FANIQ • Sports Direct • Fantasy Sports Ventures • Sports Illustrated Sites • FOX Sports on MSN • Sports Blogs, Inc. • GN Outdoor (Gorilla Nation) • Sportsviews.com • Golf Channel • Stack Media • Hachette Filipacchi Men's Enthusiasts Network • Tampabaysuperbowl.com • highschoolsports.net • U.S Olympic Team Sites • InterMedia Outdoors • UFC • International Speedway Corporation • Universal Sports • JUMPTV • USAToday Sports • MLB • Vertical Sports Group • NASCAR • Yahoo! Sports • NBA • Yardbarker Sports Media OPA Sports sites in bold 57 Source: comScore MediaMetrix, 01/09
  • 58. Top 50 Entertainment Sites • A&E Interactive • MSN Music • ABC Family • MSN TV • ABC • MTV Networks Music • About.com Entertainment • MyFox • Access Hollywood • MySpace Music • AOL Music • National Geographic Sites • AOL Television • NBC Network • ARTISTdirect Network • omg! • Ask Men • PBS • Asylum • People • BET Networks • Play List • CBS Television • Rhapsody • Comedy Central • Ripe Digital Entertainment • Discovery Networks • SOAPnet • E! Online • Sony Music Entertainment • ELYRICS • TMZ • Entertainment Weekly • Tribune Broadcasting • Fox Broadcasting • TV.COM • Gray Television • Ultimate-guitar.com • Jango Music Network • Universal Music Group • Last.fm Ltd • Warner Music • Lyrics.com • Windowsmedia.com Music • Lyricsmode.com • WWE • Macrovision • Yahoo! Music • Metro Lyrics • Yahoo! TV OPA Entertainment sites in bold 58 Source: comScore MediaMetrix, 01/09
  • 59. For More Information Research Questions: Stuart Schneiderman Director of Research Online Publishers Association stuarts@online-publishers.org PR Inquiries: Aimee Yoon Dotted Line Communications 646.678.4980 aimee@dottedlinecomm.com 59