Presented by Beth Uyenco, Senior Vice President, International Research - ComScore at Market Research in the Mobile World Asia-Pacific 30-31 January 2013, Kuala Lumpur, Malaysia This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET

2. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

3. Overcoming the Challenges
Implementing mobile audience measurement
studies in multiple countries
Beth Uyenco, Senior Vice-President | January 30, 2013
Market Research in the Mobile World Asia
© comScore, Inc. Proprietary.

4. Agenda
What of mobile do we measure?
What challenges have we faced?
- How we’ve responded to these challenges
Our Multi-Platform Vision
- Why multi-platform is an imperative
- How mobile would be measired and integrated
© comScore, Inc. Proprietary. 2

5. What we measure in the mobile world:
MobiLens /TabLens Mobile Metrix Ad Metrix
Mobile / tablet Site rankings, trending, Display advertising
behaviors, demographics on tracking across the
demographics and key mobile smartphones mobile internet
landscape features
© comScore, Inc. Proprietary. 3

6. MobiLens
Monthly online surveys delivering insight since 2004
Large monthly samples in eight countries
Links demographics, device model, and consumption patterns
Demographics Media Consumption Retail & e-Commerce Mobile Devices
Age / Gender / Income Games, Music & Video Shopping activities 300+ device attributes
Region / Employment 36 categories In-store behavior Satisfaction
Education / Ethnicity 300+ brands Category & spend (Q2) Purchase profiling
HH composition Tablet ownership
Communication Social Media Marketing & Ads Subscriber Profile
Email Social networking Web/app ad exposure Carrier / Plan Type
SMS /MMS Location check-in QR codes Spend / Satisfaction
Instant messaging Photo/video sharing Churn intent
Multiple Access Methods Browser, Application, SMS
Canada, France, Germany, Italy, Japan, Spain, United Kingdom, and United States
© comScore, Inc. Proprietary. 4

7. MobiLens: Share of Total Smartphone Users by Device
100%
3%
90%
25% 29% 25%
80%
45%
70%
US
Android
60%
26% Apple
44%
50% 42% RIM
Palm
40% 27%
10% Symbian
Microsoft
30%
8%
20% 21% 3%
34% 19%
10% 19% 2%
2%
10%
6%
0%
2005 2007 2009 2011
Source: comScore Mobilens US
© comScore, Inc. Proprietary. 5

8. MobiLens: Share of Total Smartphone Users by Device
35,000
29.7 million
30,000
1.8%
25,000
Japan
Symbian
20,000 66%
15.1 million RIM*
Microsoft
15,000 6% Android
Apple
*RIM Not measured
10,000 in 2011
61%
5,000 32%
33%
0
Q3 2011 Q3 2012
Source: comScore Mobilens Japan
© comScore, Inc. Proprietary. 6

9. MobiLens: Insights on usage by device in Japan
Took Photos 1-3x/month 0 100 200 300 400 500
Watched any video on mobile phone 1X/week
or more
Emailed almost every day for work or personal
All Android Phone Users
Accessed news and information 1x/week or
more All Apple Phone Users
Sent text message almost daily
Accessed Social Networking site 1X/week or
more
Research product features via web browser 100 = All Mobile Owners 13+ years
Q3 2012
Compared product prices 1-3x/month
Played games on mobile 1X/week or more
Research product features via application
Listened to music almost everyday
© comScore, Inc. Proprietary. 7

10. Mobile Metrix 2.0
• Behavioral-level insights across iOS, Android and RIM platforms
• App vs. Browser and unduplicated total audience reporting
• Key metrics including unique visitors, reach & time spent
• Demographic segmentation by age, gender and income
© comScore, Inc. Proprietary. 8

11. Smartphones & Tablets
have changed the digital
landscape
But the Mobile Ecosystem has unique measurement challenges
• Limited usefulness of traditional methodologies
• New and different data sources, each with blind spots
• Requirement for new integrative methods to leverage best of each source
To See the Future of Digital Media Measurement, Look to Mobile
© comScore, Inc. Proprietary. 9

12. Mobile Metrix Solution: Integrating multiple data sources
PERSON-Centric Panels SITE-Census Measurement
iPhone, Android, RIM via tagged sites and apps
PANELS CENSUS
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology
Adopted by 90% of Top U.S. Media Properties
© comScore, Inc. Proprietary. 10

13. Mobile Measurement Challenges
Consistent Consistent
Measurement Mobile Web Measurement of
across Operating Device Std. Web; Mobile
and
Systems Technology Web, and Apps
Application
Fragmentation
Technologies
User /
Integrate Best Publisher / User Platform Determine
Data Sources into Network Fragmentation Unduplicated
Unified Data Sources Audience across
Methodology Multiple Platforms
© comScore, Inc. Proprietary. 11

14. Managing Fragmentation
Mobile Devices Publishing Digital
— Users will access Technologies Consumption
digital media — “The web” — Share of digital
using 1,100 is no longer requirements
different mobile singular shifting across
handsets multiple devices
— Must measure
all forms of
publication to
capture full
audience
Must develop
Metering must be Must synthesize
methodologies to
supplemented with publication channels
measure degree of
site-centric and and measure cross
multi-platform
network-centric data usage
consumption
© comScore, Inc. Proprietary. 12

15. What we learned:
Site-centric measurement is Central
 Glue to tie together platform and network methods
 High quality ‘Tonnage’ measurement
 Low quality Unique Identifiers
Network-centric measurement can become Bedrock
 High quality Unique Identifiers
 Highly Secure, Robust Privacy Protection
 Partial ‘Tonnage,’ Wi-fi activity is off-network.
Panels Matter, but Concepts must Evolve
 Meter Panels: deep visibility into platform usage
 Household Panels: visibility into multi-device consumption & incremental reach
 Demographic Panels: visibility into demo comp
© comScore, Inc. Proprietary. 13

16. Our Multi-platform Vision
and mobile’s place
© comScore, Inc. Proprietary.

17. The multi-platform vision is to integrate the measurement data
currently collected through these 3 services
Media Video Mobile Metrix
Metrix Metrix Mobile Visitation,
Page App Usage
Video Consumption
Visitation
Devices supported: PC, Smartphones, Tablets
© comScore, Inc. Proprietary. Media Metrix Multiplatform v1 BETA available in Nov 2012

18. Multi-platform Audience Measurement Methods
Multi-platform Measurement Strategy
 Measure each Platform using best
possible source
 Estimate Audience Overlap across
Platforms based on direct observation
from smaller sources
Measuring Multi-platform Overlap
 Power of comScore Census Network
 Dynamic (“Virtual”) Panel techniques
 Modeling entity-level overlap
© comScore, Inc. Proprietary.

19. Learnings From our First Multi-platform Studies
© comScore, Inc. Proprietary. 17

20. What We Learned about Methodology
Building large enough samples to measure cross-platform is practically
unachievable
 10,000, 50,000, 100,000 … not enough to measure the overlap between digital
and TV.
 “Single source” continues to be a foundational and necessary methodology
 The key is to leverage census measurements for multi-platform
measurement
It’s not possible to measure digital world with consumer panels alone
 The study exceeded its target of 5,000 panelists and had 10,000 panelists;
However, digital media was only reportable at the highest level of the
comScore dictionary.
Advanced advertising strategies require new measurement solutions
 Solutions must be scalable, census-based with real-time platform for connection,
analysis and application of data
© comScore, Inc. Proprietary. 18

21. CIMM Next Steps: How to Scale?
“…. such that it can affordably track exposure
across platforms to different combinations of
cross-platform content delivery for a majority
of video content producers (one estimate is
that at least 1M respondents might be
required).”
© comScore, Inc. Proprietary. 19

22. 2nd study:
London Olympics Billion Dollar Lab for NBC
720 “ Tech-forward” Panelists Olympic Enthusiasts
Television PCs and Laptops Tablet
• Continuous, • Tracked visits to • Measured
passive nbcolympics.com and nbcolympics.com, NBC
measurement of social media sites Olympics Apps, WAP,
Olympics on all and social media
channels with set − In and Away from
top box data Mobile Home
• Measured NBC
• Demos and
Olympics Apps and
location collected
WAP usage
with E-diaries
− In and Away
from Home
© comScore, Inc. Proprietary. 20

23. More Screens = More Time Spent on Every Device
Average Time Spent Per Day Following Olympics
8hr 29min
47 min Tablet
6hr 50min 40 min
Mobile
51 min 55 min PC/Laptop
5hr 18min
59 min
50 min
6hr 7min TV
5hr
4hr 19min 4hr 28min
TV Only
TV Only TV + PC/Laptop
TV + TV + TV +
TV + PC/Laptop + TV + PC/Laptop +
PC/Laptop
Only PC/Laptop +
Mobile Only PC/Laptop +
Mobile + Tablet
Mobile Mobile +
Tablet
Source: comScore Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV and
PC but not on Mobile or Tablet, TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all
4 screens.
© comScore, Inc. Proprietary. 21

24. Building Blocks of Multi-Platform Measurement
Using IP Address Digital Threading
Pair-wise
and 3-way
Duplica-tion/
Overlap
Smartphone Depth of
Tablet, PC, Consumer Panel
TV & Radio
Multi-
Platform
Measure-
Syndicated
ment
Breadth of
Measure-
ments Data
Nationally
Projectable
and At Scale
© comScore, Inc. Proprietary. 23

25. TV TV Demos Portable
TV Viewing
STB Data
+ Arbitron
PPM
People Meter™
Radio
Radio Arbitron
PPM
PC
PC
PC comScore
Census/Tag
+ comScore
Panel Data Unified Digital
Data
Measurement™
Mobile Phone Mobile
comScore
Census/Tag
+ Mobile
comScore
Tablet Data
Panel Data
comScore technology/input Arbitron technology/input
© comScore, Inc. Proprietary. 24

26. TV-PC
comScore panelists
within STB subscribers
TV PC
TV-Radio PC-Mobile
Arbitron PPM® Panel comScore Census Data
Mobile
Radio & Tablet
TV-PC-Mobile
comScore panelists
within STB subscribers
© comScore, Inc. Proprietary. 25

27. TV PC
PPM® Code Detection Download comScore cookie
(Measuring TV-Radio) (Measuring PC-Mobile-Tablet)
Radio Mobile
2,000 Arbitron PPM® Panelists
© comScore, Inc. Proprietary. 26

28. Thank You
© comScore, Inc. Proprietary.

29. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

30. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET