How to Analyse Traffic - Presentation by Mike Pilcher, SVP Sales EMEA of comScore at the NOAH 2012 Conference in London, Old Billingsgate on the 7th of November 2012.

1. Better Analytics for
Bigger Growth
MIKE PILCHER | SVP, EMEA
08 November 2012

2. We Provide Analytics for a Digital World
NASDAQ SCOR
Clients 2,000+ Worldwide
Employees 1,000+
Headquarters Reston, Virginia, USA
Measurement from 172 Countries;
Global Coverage
44 Markets Reported
Local Presence 32 Locations in 23 Countries
Big Data
1 Trillion Events Captured Monthly
Experience
© comScore, Inc. Proprietary. 2

3. We have first-hand knowledge of handling “Big Data”
Measurement Events (Billions)
1,400
validated Campaign
Essentials™ (vCE™)
1,200
Digital
1,000
Analytix®
Campaign
800 Essentials™
717 Billion PVs
PC Internet (US)
600 Web
Census CENSUS
400
Video
200
Census
PANEL
0
Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12
© comScore, Inc. Proprietary. 3

4. Measure what Matters:
Here’s what you need to know
1. Watch the Market
© comScore, Inc. Proprietary. 4

5. Europe is one of the largest markets for social networking
by number of unique visitors and engagement
%
Share
of
Social
Networking
Visitors
and
Minutes
by
Region
Source:
comScore
MMX,
May-­‐2012
Europe
North
America
Asia
Pacific
LaOn
America
Middle
East
-­‐
Africa
9%
11%
10%
15%
34%
18%
19%
17%
38%
29%
Share
of
Visitors
Share
of
Minutes
© comScore, Inc. Proprietary. 5

6. Online Video is Now a Prominent Channel
More than
245 billion videos
have been watched
worldwide
in September alone
© comScore, Inc. Proprietary. 6 Source: comScore Video Metrix, Worldwide, Age 15+, September 2012

7. Worldwide Video Engagement Increased 22 Percent
Continuing a Shift from Short-Form to Long-Form Content
1212
51 billion
997
minutes
spent
Sep-11
watching
Sep-12
online
videos
Minutes per Viewer
© comScore, Inc. Proprietary. 7 Source: comScore Video Metrix, Worldwide, Age 6+, September 2011 vs 2012

8. Measure what Matters:
Here’s what you need to know
1. Watch the Market
2. Know your Consumer
© comScore, Inc. Proprietary. 8

9. Mobiles and tablets are shifting the way consumers
access online content
†
Source: comScore Device Essentials, June 2012, Europe
* Source: comScore MobiLens, 3 month average June 2011 vs June 2012, EU5,
© comScore, Inc. Proprietary. 9 13+

10. Smartphones are a key driver of this fragmentation
Share of U.K. Web Page Views by Platform
100%
8%
from
Non-
95%
PCs
16%
from
Non-
PCs
90%
Other
Tablet
85%
Mobile
PC
80%
75%
© comScore, Inc. Proprietary. 10

11. Retail and electronic payments were two of the fastest
growing content categories accessed on a smartphone
Top 10 Smartphone Categories by Growth
24,961
social networking check-in service 9,867
+153%
20,594
online retail 10,677 +93%
17,347
electronic payments 9,108 +90%
# Unique Users (000)
31,631
general reference 16,818 +88%
28,413
bank accounts 15,520 +83%
48,698
instant messaging 26,651 +83%
22,442
food, recipes, cooking tips 12,365 +81%
14,661
credit cards 8,189 +79%
60,466
weather 33,990 +78%
11,190
health information 6,315 +77%
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 % YoY
Growth
June 2012 June 2011
© comScore, Inc. Proprietary. 11 Source: comScore, MobiLens, 3 month average June 2012; Country: EU5, N= 67,650

12. Measure what Matters:
Here’s what you need to know
1. Watch the Market
2. Know your Consumer
3. In-view is in Fashion
© comScore, Inc. Proprietary. 12

13. Ad visibility is hitting the headlines around the world
“Digital Action Group members are demanding greater
transparency in the increasingly complex digital
trading ecosystem.” -- Alex Tait, ISBA Digital Action
Group Chairman (UK Advertisers)
Auch die Standardisierung der Visibilitätsmessung ist für den
Leistungsnachweis von zentraler Bedeutung und muss mit hoher Priorität
weiter vorangetrieben werden. -- Susanne Wallraff, Head of Media Danone
The standardisation of visibility is a key measure of performance and must be given the highest priority.
© comScore, Inc. Proprietary. 13

14. The EU Charter study reveals how validated ads can
impact the future of digital and cross-media measurement
23 campaigns
14 advertisers
1.4 billion impressions
237,000 sites
© comScore, Inc. Proprietary. 14

15. In-view is defined as an ad impression with at least 50%
of the ad’s pixels visible for one second or more
US EU
69% 63%
AVERAGE AVERAGE
Campaign In-view ad rates ranged from:
US 55% to 93% EU 31% to 72%
© comScore, Inc. Proprietary. 15 Source: comScore EU Charter Study, Mar-Aug 2012

16. Position vs. Duration
Ad 1
 Current pricing norms are 3.4 Seconds
highly affected by position
on the page, as an imperfect
surrogate for viewability
 When Ad 5 is viewable, its
duration is longer than Ads Ads 2,3,4
1-4 6 Seconds
– Ad 5 could be the most
valuable ad on the page
 Ad 5 can be priced as
premium inventory if sold
on the basis of a viewable
impression CPM Ad 5
12 Seconds
© comScore, Inc. Proprietary. 16

17. Digital Ad Economics:
The Good Guys Aren’t Necessarily Winning
Figure 8 Correlation of In-View Rates & CPM
R = 0.03729
Low correlation of In-View Rates & CPM
300
300
R2 = 0.0373
250
250
R²=0.0373
200
200
CPM INDEX
CPM Index
150
150
100
100
50
50
0
-
0%
0% 20%
20% 40%
40% 60%
60% 80%
80% 100%
100% 120%
% of Ads In-View
% OF ADS IN-VIEW
An equally as weak correlation was also observed between CPM
and ability to hit a primary demographic target
© comScore, Inc. Proprietary. 17

18. Measure what Matters:
Here’s what you need to know
1. Watch the Market
2. Know your Consumer
3. In-view is in Fashion
4. Keep it Lean
© comScore, Inc. Proprietary. 18

19. Option – Build or Partner?
Build Partner
or In the cloud
Data as a service
Demographic overlay
Dictionary as a service
Integrated advertising analytics
Data in – Information Out
© comScore, Inc. Proprietary. 19

20. ITAL IX
DIG LYT
ANA
N CE
DIE NT
AU ME
URE
M EAS
Leverage a single, fast tag
to power comScore Media Metrix® + Digital Analytix®

21. Measure what Matters:
Here’s what you need to know
1. Watch the Market
2. Know your Consumer
3. In-view is in Fashion
4. Keep it Lean
5. Trust the Experts
© comScore, Inc. Proprietary. 21

22. Smarter and Faster
We empower clients to leverage comScore data with their own
proprietary data to maximise the value of their digital investments
Maximise
Value of Digital
Investments
comScore Data Customer Data
Global Panel & Census Network Web, Mobile, Video, CRM, etc.

23. Our View of the World
Big Disruption
Big Data Big Insights
Big Opportunities
© comScore, Inc. Proprietary. 23

24. Thank you
MIKE PILCHER
SENIOR VICE PRESIDENT, EUROPE
mpilcher@comscore.com

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