Presentation from Stuart Wilkinson (ComScore) at the STIMA Congress of 4 December 2015

1. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
It’s a Cross-Platform World
Insights Into Today’s Digital Consumer
Stuart Wilkinson, Head of Industry Relations, EMEA
comScore, Inc.
#LessonsLearned
@comScoreEMEA

2. © comScore, Inc. Proprietary. 2
comScore makes audiences & advertising more valuable

3. © comScore, Inc. Proprietary. 3
The major trends changing how digital media is planned,
valued and traded
What is my unduplicated
audience reach across
devices?
How many GRPs do I
gain when I integrate
TV with digital?
Should I trust
programmatic?
Can I validate my
advertising is working?
Am I reaching a
human, not a bot?
How, when and where
are consumers engaging?

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Our products suite integrates to fulfil many industry needs

5. © comScore, Inc. Proprietary. 5
comScore’s unparalleled data sources are the foundation
for our products, enabling precision and scale
1.6 Billion
Demographic
Profiles
PARTNER
DEMO DATA
231 Million
Consumers,
90% US HHs
PARTNER
SALES DATA
1.8 Trillion
Global Digital
Interactions/Month
CENSUS
NETWORK
~2 Million
Person
Global Panel
OPT-IN
PANEL
1 Million Domains
Participating
Web Visitation, Online Buying,
Digital Advertising, Demos,
Video Viewing,
Mobile Behavior
Gender, Age, HH
Income, etc.
IRI, Data Logix,
Symphony Health,
etc.
6 Million
TV Set Top Boxes &
70,00 Person Panel
Second-by Second Channel
Tuning
U.S. TV DATA

6. © comScore, Inc. Proprietary.
Panel
Census
comScore and big data
Worldwide daily records, July ‘09 – October ‘14
Total records collected in October 2014
1,770,519,465,676 (1.77 Trillion)

7. © comScore, Inc. Proprietary. 7

8. © comScore, Inc. Proprietary. 8
= 1 million bytes
(1 spoonful of Sand)

9. © comScore, Inc. Proprietary. 9
= 1 billion bytes
(1 Patch of Sand – 23cm square by 31cm deep)

10. © comScore, Inc. Proprietary. 10
= 1 trillion bytes
(A Sandbox – 155cm square by 31cm deep)

11. © comScore, Inc. Proprietary. 11
= 1 quadrillion bytes
(A mile-long beach – 30.5m wide by 31cm deep)

12. © comScore, Inc. Proprietary. 12
comScore currently stores ‘25 beaches’… and growing

13. © comScore, Inc. Proprietary. 13© comScore, Inc. Proprietary.
Five Advertising Lessons Learned in a Cross-Platform World
 Forget the Click
 Limitations of the Cookie
 Importance of Targeting, Viewability & Invalid Traffic
 Power of Mobile
 Value of Cross-Platform Data

14. © comScore, Inc. Proprietary. 14
Online Advertising in Europe Growing Strongly
Source: IAB
€ 27.40
€ 30.70
2013 2014
+12%
2014 Total Online Advertising Spend in Europe (€bn)

15. © comScore, Inc. Proprietary. 15
Online Ad Spending in Europe Set to Overtake TV
Source: IAB for Online & IHS for All Other Media
€ 5.2
€ 7.8
€ 26.8
€ 30.7
€ 33.5
Radio
OOH
Print
Online
TV
Ad Spend in Europe in 2014 by Platform (€bn)

16. © comScore, Inc. Proprietary. 16
Search Remains the Largest Online Advertising Category in
Europe But Display is Growing Faster
Source: IAB
€ 14.80
€ 10.90
€ 4.90
Search Display Classified &
Directories
+11% Y/Y
+16% Y/Y
+6% Y/Y
Online Advertising in Europe in 2014 By Category (€bn)
With Year / Year Growth Rates

17. © comScore, Inc. Proprietary. 17
Mobile and Video Advertising Growing Rapidly in Europe
Source: IAB
17.8%
15.5%
Mobile Video
Mobile and Video Share of Display Advertising in Europe in 2014
With Year-Over-Year Growth Rates
+73% Y/Y
+39% Y/Y

18. © comScore, Inc. Proprietary. 1818© comScore, Inc. Proprietary.
Clicks on ads are at best an incomplete –
and at worst a misleading – effectiveness metric.
Measure attitudinal and behavioral lifts instead.

19. © comScore, Inc. Proprietary. 19
Whither the Click?
Only 1 to 3 clicks per one thousand impressions!
Today, very few people click on ads ….
Source: Google DoubleClick, February to April 2014
Click-through rates across static image, flash and rich media formats
0.14% 0.15% 0.32% 0.16% 0.15%
19© comScore, Inc. Proprietary.

20. © comScore, Inc. Proprietary.
$-
$0.100
$0.200
$0.300
$0.400
$0.500
$0.600
0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80%
SalesLift/HHin$
A negative pattern emerged between
Sales Lift per Household and Click
Through Rate (i.e., as CTR increases,
sales decrease)
R2 = -0.039
The regression analysis shows there is
no statistically significant relationship
between CTR and Sales
Click-Through Rate
comScore research has shown that clicks don’t reflect sales
impact
SalesLift/HHin$

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27% 31% 32%
9%
15% 10%
36%
46% 42%
Agency
(n=135)
Advertiser/ Marketer/
Manufacturer/ Retailer
(n=80)
Publisher/ Ad Network
(n=149)
Always
Most of the time
% Indicating Organization Relies on CTR
But, approximately four-in-ten industry professionals still
rely on CTRs to measure display ad effectiveness!
Question: How often does your organization rely on Click Through Rate (CTR) as a measure of the effectiveness of display
advertising campaigns? (Excluding ‘don’t know/NA’)

22. © comScore, Inc. Proprietary. 22
Use the correct metrics: Despite click rates of only 0.1%, display
ads can successfully lift sales – both online and offline
22© comScore, Inc. Proprietary.
$994
$9,905
$1,263
$11,550
Online Offline
Unexposed Exposed
Dollar Sales Lift Among
Households Exposed
to Online Advertising % Lift: 17%
% Lift: 27%
CONCLUSIONS
 Exposure to display ads
doesn’t just impact online sales
– it lifts in-store sales as well
 The absolute dollar lift in offline
sales is 5x higher than the lift in
e-commerce sales
 The click is misleading as a
measure of campaign
effectiveness
Source: “Whiter the Click?” 139 comScore studies in June 2009 Journal of Advertising Research

23. © comScore, Inc. Proprietary. 2323© comScore, Inc. Proprietary.
While superior to traditional media, the
accuracy of cookie-based targeting leaves a
lot to be desired.

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comScore in-target benchmarks show low demographic
targeting accuracy
24© comScore, Inc. Proprietary.
52%
France
49%
Italy
45%
Spain
41%
UK
Source: comScore vCE Benchmarks, Q2 2014.
The global vCE norms database comprises data from more than 200 billion impressions over the course of a 21-month rolling period.
% Ad Impressions Delivered to Correct Demographic

25. © comScore, Inc. Proprietary. 25
Industry benchmarks can help media
buyers and sellers set campaign delivery
expectations.
25© comScore, Inc. Proprietary.
Measurement of Viewability, Brand Safety
and Invalid Traffic provides much-needed transparency
in an increasingly opaque, programmatic world and
substantially improves campaign performance.

26. © comScore, Inc. Proprietary. 2626© comScore, Inc. Proprietary.
An industry mandate: improving viewability
Improve reporting of ad exposure
Bolster confidence that ads delivered are actually viewable:
 50% of pixels in-view for at least 1 sec for non-video ads
 50% of pixels in-view for at least 2 secs for video ads (preliminary MRC)
“Making Measurement Make Sense”

27. © comScore, Inc. Proprietary. 27© comScore, Inc. Proprietary.
European Benchmarks
% In-view: Country Overall
Source: comScore vCE Benchmarks, Q1 2015
ITALY SPAIN UKGERMANYFRANCE
© comScore, Inc. Proprietary.

28. © comScore, Inc. Proprietary. 2828© comScore, Inc. Proprietary.
In the U.S., viewability rates vary by campaign, publisher & placement type, but
need substantial improvement. Viewability lower on the exchanges.
% U.S. Ads Viewable by Placement Type
Source: comScore vCE, 2012-2013, Global.
Premium is defined by Ad Metrix as having an average CPM above USD $5.00 and an average monthly ad revenue of $100,000.
Premium is defined as impressions run directly on a property, media title, channel, sub-
channel, group or sub-group per comScore Media Metrix definitions. Non-Premium is defined
as impressions run indirectly via an Exchange

29. © comScore, Inc. Proprietary. 2929© comScore, Inc. Proprietary.
% Invalid Traffic by Placement Type
Invalid (non-human) traffic varies by type of site and is much lower on premium
sites but higher on the programmatic exchanges and for video
2.6%
8.2%
Premium Sites Non-Premium Sites
All Traffic Video Traffic
2.5%
23.0%
Premium Sites Non-Premium Sites

30. © comScore, Inc. Proprietary. 30
The Importance of Viewability: Sales Lift Increases with Improved Viewability –
and the Effects Do Not Appear to be Linear.
100
118
141
168
At least 50% At least 55% At least 65% At least 70%
Impact of Viewability on
Index of Campaign Sales Lift

31. © comScore, Inc. Proprietary. 31
Accurate Digital Targeting With 100% Viewability Increases Sales Lift to Rival TV’s But
Occurs Faster Because More Impressions Can Be Delivered Against Target in a Given
Period of Time
Source: comScore/Dunnhumby for Digital, IRI/BehaviorScan for TV
3.8%
6.8%
8.0%
Non-Targeted
Digital
Targeted Digital TV
Average In-Store Brand Sales Lift: TV vs. Digital
3 Mo. For Digital vs. 1 Yr. for TV
Because digital’s targeting
accuracy surpasses TV,
the Impact of Targeted
Digital with all ads being
viewable ultimately rivals
that of TV and occurs
faster

32. © comScore, Inc. Proprietary. 3232© comScore, Inc. Proprietary.
Mobile means Internet access
anywhere and at anytime.

33. © comScore, Inc. Proprietary. 33
0% 50% 100%
MULTI-PLATFORM MOBILE ONLYDESKTOP ONLY
97% (+22)
83% (+24)
75% (+9)
-
70% (+7)
74% (+6)
73% (+12)
51% (+21)
78% (+4)
76% (+6)
85% (+8)
Millennials
(% mobile or multi-platform)
vs.
0% 50% 100%
USA
Canada
Australia
Brazil
France
Germany
Italy
Russian Federation
Spain
Taiwan
UK
75%
59%
66%
44%
63%
68%
61%
30%
74%
70%
77%
All Users
(% mobile or multi-platform)
The global rise of the monthly ‘multi-platform majority’’D

34. © comScore, Inc. Proprietary. 34
432,816
402,152 420,399
Aug 2013 Aug 2014 Aug 2015
88,145
76,761
82,437
Aug 2013 Aug 2014 Aug 2015
53,751
49,030
51,802
Aug 2013 Aug 2014 Aug 2015
CANADA UKUSA
Desktop minutes are not declining

35. © comScore, Inc. Proprietary. 35
432,816
402,152 420,399
Aug 2013 Aug 2014 Aug 2015
88,145
76,761
82,437
Aug 2013 Aug 2014 Aug 2015
53,751
49,030
51,802
Aug 2013 Aug 2014 Aug 2015
BROWSING
BROWSING
BROWSING
APPS
APPS
APPS
70%
of digital mins
63%
of digital mins
66%
of digital mins
70%
of digital mins
63%
of digital mins
66%
of digital mins
CANADA UKUSA
Mobile, especially apps, now dominates usage time, but is
largely incremental to desktop use

36. © comScore, Inc. Proprietary. 36
Lifts From Mobile vs. Desktop Ads*
0.6
1.2
1.3
1.4
1.4
1.3
1.1
3.2
2.5
10.2
3
4.3
4.3
3.2
Top-Of-Mind
Awareness
Aided
Awareness
Ad Recall
Favorability
Likelihood to
Recommend
Purchase
Intent
Message
Association
Desktop Norms
Mobile Norms
*Source: comScore BSL and Mobile BSL
Benchmarks, U.S., 2015
Share of Time Spent on Desktop vs. Mobile**
Mobile
88%
Desktop
12%
Mobile
78%
Desktop
22%
**Source: comScore Media Metrix MP, July 2015
Mobile
99%
Desktop
1%
Mobile ad effectiveness outpaces desktop because of less
clutter and greater bottom-funnel impact

37. © comScore, Inc. Proprietary. 3737© comScore, Inc. Proprietary.
As media consumption fragments, audience and
campaign measurement must adopt
a unified Cross-Platform view of the consumer.

38. © comScore, Inc. Proprietary. 38
Cross-Platform
Measurement
Is All About
THIS
Live TV
DVR
Desktop
Smartphone
Tablet
OTT
TV VOD

39. © comScore, Inc. Proprietary. 39
Percent of Time Spent

40. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 40
#1 It’s Not a Zero-Sum Game.
Cross-Platform Usage Increases Opportunities
to Reach Consumers:
“New Markets in Time”

41. © comScore, Inc. Proprietary. 41

42. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 42
#2 De-Duplication  Reach Expansion

43. © comScore, Inc. Proprietary. 43
To take advantage of
ESPN’s TV/Digital
reach, an advertiser
needs to place
messages across all
platforms
25.0
5.0
1.2
Men 18+
31 million total Reach
ESPN Daily Reach Build (Millions)
Added Reach-PC
Added Reach-
Mobile
TV
Source: comScore Project Blueprint January 2015
comScore Cross-Platform data shows that Digital increases
the unduplicated daily reach of ESPN TV by 21%

44. © comScore, Inc. Proprietary. 44Source: comScore Hulu Total Audience Report, March 2015
0
5
10
15
20
25
30
Desktop Plus Mobile Plus OTT
Television
Plus Co-
Viewing
Total Audience
MonthlyUniqueViewers(MM)
13.2
6.3
4.5
1.8
25.8 MM
12.6 MM
incremental
unique
viewers, or
nearly half
of Hulu’s
Total
Audience
% Share of
Videos
OTT
54%
Desktop
34%
Mobile
12%
Hulu’s unique audience almost doubles when measuring
mobile, Over-The Top and co-viewing on top of desktop

45. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 45
#3 Cross-Platform Ad Effectiveness

46. © comScore, Inc. Proprietary. 46
Using a combination of TV and Digital Advertising lifts sales
more than using TV alone or Digital alone

47. © comScore, Inc. Proprietary. 47
A Cross-Platform Plan that Includes TV & Digital Can Be
Expected to Generate a Higher ROI

48. © comScore, Inc. Proprietary. 48© comScore, Inc. Proprietary.
Key Takeaways for Increasing Digital Advertising Effectiveness
 Forget the Click ; Measure Attitudinal or Behavioral Response
 Accountability and Transparency Improve Campaign Impact :
• Improve Targeting Accuracy
• Increase Viewability
• Minimise Invalid Traffic
• Ensure Brand Safety
 Mobile Ad Effectiveness Surpasses Desktop
 In-Flight Campaign Optimization Proven to Increase ROI
 Cross-Platform Data Enhances Media Plan, Promises to Increase Ad Spend and Improves ROI

49. © comScore, Inc. Proprietary. 49
“We have to get better at cross-platform measurement. Better at
deduplication. We need to understand how much reach we obtain on
a campaign across devices.
With the availability of cross-platform data that allows improved
media planning, I believe ad spending will increase across all
platforms.”
Irwin Gotlieb
Chairman, GroupM
comScore Client Summit, Sept 2015

50. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
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