iMedia Brand Summit - Sept 2010 With consumers adapting rapidly to a cross-media “way of life,” it is now more important than ever for traditional and digital advertisers to understand the value of leveraging multiple media channels to achieve the greatest impact and strongest ROI. In order for this to occur, marketers need to spread their branding budgets across channels to benefit from some of the cost efficiencies that the Internet provides, while capitalizing on the inherent synergies of cross-media advertising. comScore EVP Erin Hunter, and Doug Chavez, director, digital marketing, Del Monte Foods, will present a brief overview of the current state of the advertising industry, and will highlight advertising across platforms to gain synergy, actively coordinating traditional and digital marketers to capture these incremental gains, and using sound, consistent measurement to evaluate the effectiveness of cross-media campaigns. Hunter and Chavez will present a detailed analysis of cross-media effectiveness results from a recent campaign. The presentation will include an overview of study objectives, methodology/design and key findings, providing audience members with actionable cross-media insights and a strong argument for considering cross-media strategies.

1. Cross-Channel Marketing & Measurement

2. Cross-channel is a media property, service, story or experience distributed across media platforms using a variety of media forms

3. The landscape has changed

5. Study by IDC says average American spends half-an-hour w/ magazine a day, 2.7 hours with TV, and twice that, 5 hours, with Internet.

6. comScore says over 84 million people watch Internet video in a day; average Facebook users spend over 4.5 hoursa month on the site.

8. Even When The Analysis is Limited to Premium Content, TV’s Ad Load is Far Higher Source: Video Metrix March 2010 Data Online Long-Form Premium Television

9. 6 to 7 Minutes of Advertising Per Hour is Acceptable; 35% More Than is Currently Being Delivered Desired Length of Commercials Source: ‘The future of original TV Viewing and the new digital consumer’’ survey conducted by comScore in December 2009

10. Brands Going For High Audience Reach with TV Only Hit A Plateau Reach and Effective Reach for a TV campaign as a function of cost

11. Adding Internet Builds Reach with Identical Investment Impact of a 90/10 budget allocation

12. Del Monte Digital Vision Offline Online Source: Forrester Research

13. Marketing Mix Model Outputs % Contribution To Sales TV Print Radio Effectiveness Trade Where does Digital fit? $$$

14. Marketing Mix Modeling has Limitations Digital’s curve hasn’t been seen long enough and spend is not high enough for high degrees of variance to appear Moving curve – not all impressions are the same Eg. How do you measure social? Synergistic and ordered effects

15. How do we measure New World fairly?

16. Display Advertising’s Early Mistake Does this one person’s click effectively reflect the branding impact of exposing the other 999 people to the same ad?

17. Traditional Marketing Mix Modeling, alone, is not enough Two Methods will work Marketing Mix Modeling + digital-driver analysis Integrated panels with “opportunity-to-see” survey Digital must fix it’s creative problem

18. Campaign Impact on Brand Effectiveness, Online Behavior and Sales Attitudes about the Brand Online Site Visitation and Trademark Search Exposure to advertising in TV, Online, Print channels Transactions and Retail Purchases

19. Synergistic and Ordered Effect From GroupM Search/M80/comScore study released in October 2009 Searchers involved with branded social media more likely to search lower in purchase funnel Consumers exposed to brand’s social media and paid search 2.8x more likely to search for that brand than those who only saw paid search alone 50% CTR increase in paid search when exposed to branded social media Among searchers using branded terms in query, CTR increased from 4.5% to 11.8% when searcher was exposed to both branded social media AND paid search For more information please contact: Cindy Kerber Spellman Director, Corporate Communications T: +1 314 682 2055 E: cindy.spellman@groupmsearch.com

21. Single-Source Panel + Survey Internet Ad Exposure TV Ad Exposure Survey for Opportunity to See Other Media

24. Digital provides stronger ROI (driven by lower cost)

26. Over 50% of the Impact of Advertising is Driven by the Strength of the Creative % Influence on Market Share ShiftsSource: Source: comScore ARS Global Validation Summary Creative is 4x More Impactful in Influencing Sales Than Planning Variables

30. MMM + digital drivers analysis

31. Cross-channel panel plus survey