ComScore IAB Colombia

October 2009

Bogota, Colombia

Alexander Banks
Managing Director, Latin America

comScore, Inc: A Closer Look

Corporate headquarters: Reston, USA
– Offices in London, Paris, Tokyo, NYC, Chicago, San Francisco, Seattle, Toronto

Year founded: 1999
Employees: 500+
Successful IPO (NASDAQ: SCOR) – June 26, 2007
Acquired M:Metrics – May, 2008
Number of clients: 1,200+
Company-wide renewal rate well over 90%
The source of record for leading media outlets worldwide
– comScore data and analysts are cited approximately 8-10,000 times each year
– Search for us online, or visit comscore.com

© comScore, Inc. Proprietary and Confidential. 2

2

Strong Track Record of Innovation & Leadership

to Provide Behavioral Ad
Effectiveness (Campaign Metrix)
Video Streaming Measurement
(Video Metrix)

to Deliver a Worldwide Internet Audience
Measurement (World Metrix)

to Measure the Search Market
(qSearch)

to Build and Project from 2M+
Longitudinal Panel

to Monitor and Report
eCommerce Data

External Recognition
WORLD ECONOMIC FORUM Top 100 Most World’s Largest
Technology Pioneer 2007 Innovative Windows Database
Companies December 2001,
December 2004 2003, 2005


3

1,200 + Blue Chip Clients
Internet Agencies Telecom Financial Retail Travel CPG Pharma Technology


4

What does comScore do and how?
Continuously monitors the online activity of more than 2 million people
worldwide, enabling us to analyze and report on all kinds of online behavior
Provides online publishers…
– Data that helps them better understand the demographic makeup, the level of
engagement, and the behavior/affinity of the unique audiences visiting their various
websites (develop audience, design new content, enrich sales proposals etc.)
– Unique and consistent competitive intelligence, historic coverage for trend analysis

Provides advertising agencies…
– Data that allows them to more effectively target individuals online, thereby building
powerful advertising campaigns that result in increased ROI for their clients (both
demographic and behavioral, can compare thousands of websites, channels etc.)
Provides retailers and traditional companies…
– Research that helps them better understand and appreciate the Internet and take
advantage of all the opportunities this platform represents in terms of business
development and CRM

We help companies make money online


5

Data collected from more than 2M panelists in over 170 countries


Almost 40 countries reported on each month


October 2009
The Global Online Audience

Alexander Banks

The US is No Longer the Center of the Online Universe

US Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience

Rest of the North
World America
Europe

Latin
America

Middle East
US - Africa
Asia Pacific

In 1996, 2/3 of the world’s Internet population was in the US, yet today Asia Pacific is the largest region.

Many emerging regions are likely to bypass old modes, skipping dial-up to go straight to broadband, making
multimedia, video, and collaborative content immediately accessible.

Early adoption of mobile web in addition to PC web will likely be popular in many of these high-growth areas.

© comScore, Inc. Proprietary and Confidential. 9 Source: comScore World Metrix, July 2009

China Surges Past the US

Internet Users Age 15+ (MM)

While US user growth has remained flat over
the past year, China, Russia, and Brazil have
experienced impressive growth rates of
31%, 26% and 23%, respectively.

Millions of Internet Users (15+, home & work locations)

Source: comScore World Metrix, July 2009

Online Engagement by Country

Average Hours Per Visitor Per Month

Canada 43.1
United States 32.5
Turkey 29.7
Israel 29.5
United Kingdom 28.5
Mexico 28.3
Canada is the most engaged country,
South Korea 27.9
followed by the US, both of which
France 27.2
increased time online over the past
Venezuela 26.6
year (Canada +7%, US +17%)
Netherlands 26.4
Chile 25.2
Colombia 25.1
Spain 25.0
Brazil 24.9
Sweden 24.6


The Majority of Top Properties’ Audiences Coming from Outside US
Total Worldwide
US Audience Non-US Audience
Unique Visitors (MM)

84% 854

84% 702

77% 592

77% 370
The top 10 Global Properties attract a
81% 295 majority of Unique Visitors from outside
the US; Google Sites and Microsoft Sites
66% 268 attain 84% of their audience from non-US
countries.
73% 237
All top sites have experienced a shift in
70% 197
visitor composition to a more international
audience: non-US visitors now represent
76%
77% and 66% of Facebook’s and AOL’s
196
visitors, respectively.
64% 192


How global online behavior has changed over the last year

Share of time Spent on Entertainment is growing the fastest

Instant Messengers and Conversational Media both boast significant usage time

Source: comScore Media Metrix
© comScore, Inc. Proprietary and Confidential. 13 Share of Global Minutes on Key Online Categories, May 2008 vs. May 2009

What is social media?

Social Media is…
– media designed to be disseminated through
social interaction
– a logical step in the ongoing evolution of the
interactive platform
– the key driver of the fast-growing Web 2.0
category (including blogs, social networks,
UGC sites etc.)
– the combination of communication (email,
messenger) media-sharing (photos, music,
video etc.) and/or UGC (opinion, feedback)
– an umbrella term that defines the various
activities that integrate technology, social
interaction, and the construction of words
and pictures.


Everything from Twitter to Facebook to Digg to Linkedin to Youtube

Examples of social media software applications include:
Communication Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox,
ExpressionEngine, Xanga

Micro-blogging / Presence applications: Twitter, Plurk, Jaiku, fmylife

Social networking: Bebo, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Hi5, Ning, Elgg

Events: Upcoming, Eventful, Meetup.com

Collaboration Wikis: Wikipedia, PBwiki, wetpaint

Social bookmarking: Delicious, Digg, StumbleUpon, Google Reader, CiteULike

Multimedia Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa

Video sharing: YouTube, Vimeo, sevenload

Livecasting: Ustream.tv, Justin.tv, Stickam

Audio and Music Sharing: imeem, The Hype Machine, Last.fm, ccMixter

Reviews and Opinions Product Reviews: Yelp, epinions.com, MouthShut.com

Virtual worlds: Second Life, The Sims Online, Forterra


Profile: Twitter Users

Age Income UVs (000)
+2,613%

composition index UV composition index UV

Many Twitter regulars opt to
access the service exclusively
from their mobile devices after
an initial visit to Twitter.com…

…the average visitor spends
only 22 minutes on the actual
Who’s
site, viewing just 35 pages over
following who
the course of the month.
on Twitter?

© comScore, Inc. Proprietary and Confidential. 16 Source: comScore Media Metrix United States, July 2009

“Last tweet?”


October 2009
The Latin American Online Audience

Alexander Banks

Latin America Continues Audience Growth

Growth is flat in North America, European Worldwide Online Population
growth mostly driven by Russia (Millions)

Asia continues rapid growth on a very +4%
large base 1,165.2
960.2
Growth in LatAm expected to continue
on the back of increased residential
broadband penetration region-wide
August 2008 August 2009

Online Population by Region Aug 2008
+22% (Millions) Aug 2009
477.2
+20%
389.6
325.6 +4%
271.1
183.8 191.0 +28% +79%
70.3 90.2 81.2
45.4

Asia Pacific Europe North America Latin America Middle East - Africa

© comScore, Inc. Proprietary and Confidential. 19 Source: comScore Media Metrix, August 2008 to August 2009

Internet Audience in Latin America is to be Taken Seriously

Brazil is the 8th largest Internet audience (15+, H&W), Mexico 15th , Argentina 19th and
Colombia 21st
In terms of page views (PVs), Brazil was 10th in July, ahead of Spain, India and Italy
In July, Brazil consumed 3.2% of the world’s PVs, Mexico next with just over 1%
In average minutes per visitor, Mexico is 6th in the world (Canada 1st with 43+ hours)
Argentina (47.6) and Brazil (47.3) are both above the WW average in average visits to
the Internet per visitor each month (47.2)
The WW average percentage of 15-24 year-olds online is 27.6% (15+, H&W)
– Venezuela 50%
– Colombia 48%
– Mexico 47%
– Brazil 31%
– Puerto Rico 31%
– Argentina 27%
– Chile 27%


The phenomena that is social media in Latin America

The social networking category reached more than 82% of all Latin American Internet
users in the month of July (15+, home and work locations)
– Unique visitors to the category up 22% over July of 2008
– Average number of visits per unique visitor higher than that seen in the US

Brazil is head and shoulders above the rest of the region in terms of online social
networking
– Orkut leads the way with an average of 28 visits per visitor (Facebook average in US is 22)
– Facebook audience has more than tripled in the last 8 months (Orkut unaffected)
– Twitter audience has grown by a factor of almost 10 over just the last 5 months (from 413k in March
to nearly 3.6M in July)


Facebook’s dominance has spread to Latin America

Facebook’s recent audience growth across Latin America has been spectacular
– Surpassed 33M in July of 2009 (38% reach)
– Venezuela, Chile and Colombia show the highest reach (80%, 79% and 76%, respectively)
– 3rd largest online property in Chile (2M UVs more than Yahoo Sites, and 2.5X the size of Terra)
– 3rd largest online property in Colombia (2M UVS more than Yahoo, Hi5.com is 7th largest)
– 3rd largest online property in Venezuela (almost 20% more PVs than Google Sites with over 652M)


October 2009
The Colombia Online Audience

Alexander Banks

The Size and Level of Engagement of the Colombian Audience

Colombia has the fourth-largest Internet population in the Latin America,
approaching 9 million home and work users, 15+ (total online pop. ~ 18M)
The average Internet user in Colombia clocks 23.9 hours of usage per
month, an hour and a half more than the worldwide average

Internet Users (Millions) in Total Online Hours per Visitor
Latin America Latin America
WW Avg: 22.4

Brazil 31.5 Brazil 26.1

Mexico 13.8 Mexico 26.2

Argentina 11.5 Argentina 21.5
Colombia 8.8 Colombia 23.9
Chile 6.4 Chile 23.8
Venezuela 2.1 Venezuela 24.4
Puerto Rico 1.0 Puerto Rico 17.4

© comScore, Inc. Proprietary and Confidential. 24 Source: comScore Media Metrix August 2009

Profile of the Internet Audience in Colombia

Internet users in Colombia skew young: nearly half the Internet audience is
under the age of 24, and 71 percent are under the age of 34
In comparison, only 54 percent of the global online population is under 34

Distribution of Internet Users 15+

Colombia 48% 23% 19% 8% 2%

Latin America 36% 28% 19% 11% 7%

Worldwide 28% 26% 22% 14% 10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+


Demographic Profile of the Colombian Internet Audience - Sept 2009


How the world uses the Internet

© comScore, Inc. Proprietary and Confidential. 27 Source: comScore World Metrix, July 2009

27

How the Colombian Audience Indexes for Key Categories

“On-ramp” Categories Web 2.0 Categories

Portals 110 Reference 121
140 137

Search/Navigation 108 Social Networking 131
89 98

Blogs 119
69

Utility & Content Categories

e-mail 130
132 Entertainment Categories
Instant Messengers 179
121
Entertainment 105
Retail 89 96
38
Multimedia 112
News/Information 90 111
59
62 Online Gaming 105
Travel 35 67

Sports 76
45 Reach Index Time Index


Highest-Indexing Sub-categories in Colombia

Youthful profile of the Colombian Colombia: Highest-Indexing Web Categories
internet user is reflected in the Index Compared to WW Reach
sub-category visitation
e-cards 10.3 230
4.5
– Social networking
Education - Information 33.3 210
– Communication (IM, chat etc.) 15.9
Religion/Spirituality 12.9 205
– Education 6.3
Radio 22.7
– Photo-sharing 11.8 193

Instant Messengers 82.4
– Teens/Kids 46.1 179

Flowers/Gifts/Greetings 7.7
5.0 154

Photos 63.8
Content preferences also align 42.0 152

with behavior typically seen by Kids 19.0
12.9 147
newer Internet audiences 11.1
Teens 146
7.6
– E-cards 44.3
Education 146
30.4
– Email 42.3
Newspapers 31.9 133
– Greetings/Gifts
Discussion/Chat 41.2
31.4 131
Social Networking 89.3
68.1 131
e-mail 88.4
67.8 130

Colombia Reach WW Reach


Colombia Boasts Highest Reach of the Social Networking category

Almost 9 out of every 10 Colombian Internet users visited a Social Network during
October (Facebook, Hi5, Sonico, MySpace etc.)
More than 3.7 billion PVs in October; more than both Australia & Argentina, and
almost 1B more than Chile


The Top 25 Most Visited Web Domains in Colombia

Facebook in Top 4 with almost 3 billion page views, Hi5 also in Top 20
Microsoft sites very strong in Colombia, Bing a Top 12 domain
Google very successful with .com, .com.co, Youtube, .es, etc.
Rincondelvago, MercadoLibre, El Tiempo & Taringa all Top 25 domains


The Top 25 Most Visited Web Properties in Colombia

Facebook in Top 3 Properties, 2.5M unique visitors ahead of Yahoo! Sites
Sonico & Hi5 also in Top 21 Properties, Hi5 more PVs than Yahoo! Sites
Terra, El Tiempo & Orange Sites (StarMedia) all with reach near 27%
Taringa continues impressive regional audience growth


October 2009
How to Make Decisions Based on Audience Affinity

Alexander Banks

Case study: Targeting the online audience
Two sites offering almost identical demographics…


34

…but their respective audiences show clearly
distinct preferences in terms of online content


35

Select group of sites targeting heaviest consumers of sites in the
business/finance content category


family & parenting category


Select group of sites targeting heaviest consumers of travel category


telecommunication category


October 2009
How Online Advertising Works

Alexander Banks

Advertising dollars spent in the US by platform

MEDIUM 2008 Spending ($Billions) Percent
Direct Mail $60.0 20%
Newspapers $34.4 12%
TV - Distribution $28.8 10%
Internet $23.4 8%
TV Networks - Cable $21.4 7%
TV Networks - Broadcast $18.0 6%
Radio $17.2 6%
Yellow Pages $13.8 5%
Consumer Magazines $12.7 4%
Trade Journals $10.0 3%
Out of Home $7.2 2%
Miscellaneous $50.0 17%
TOTAL $296.8 100%
Source: IAB

Online Advertising is Leaving Branding Dollars on the Table

2008 U.S. Measured Media Spend:
$186 Billion
Branding

$118
$118 B
B

2008 U.S. Online Media Spend:
Online as Percent of Total $26 Billion

5% $6 B

30% $20 B
Response
Direct

$68 B
$68 B

Source: Lehman Brothers, ThinkEquity Partners


Business Week: So Many Ads, So Few Clicks

Forrester: 35% of Marketers still use ‘click’ for evaluating branding campaigns

Rich Media Click-Through Rates by Industry
0.17% Source: DoubleClick DART for Advertisers, January – July 2008

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


In 2007, Ad Clickers Followed the 80/20 Rule
Source: comScore Natural Born Clickers (July 2007)

• In July 2007, despite only representing 16% of the Internet population, moderate to
heavy clickers accounted for 80% of display ad clicks
• Clickers were predominately younger (24-44 age range)
• Clickers tended to be lower income (under $40K)

• In July 2007, two-thirds of Web users didn’t click

100% 6%
10%
16% 50% Click Frequency
Heavy
Moderate
Light
30% Non

20%
0%
% Internet Pop % of Clicks

Ad Clickers Now Follow the 90/10 Rule

• Despite only representing 8% of the Internet population, moderate to heavy clickers
now account for 85% of display ad clicks
• Just 4% of the Internet users accounted for 2/3 of display ad clicks
• In March 2009, 84% of web users didn’t click
• Vast majority of those exposed to the advertisement are immediately factored out of
any ROI measurement

100% 4%
4%
8%
Click Frequency
67% Heavy
Moderate
Light
Non
18%

15%
0%
% Internet Pop % of Clicks
Source: Natural Born Clickers (March 2009 update)

comScore Regularly Studies the Effectiveness of Online Advertising

The ability to measure sales response drives the
allocation of marketing dollars
Real world analysis: comScore panelists divided
into matched groups (exposed and non-exposed to
a particular advertising campaign)
comScore’s “Whither the Click?”
- 200+ comScore studies conducted to assess impact of
paid search and online display ads on:

- site visitation

- trademark search

- online and offline sales

Journal of Advertising Research
- “What We Know About Advertising: 21 Watertight Laws
for Intelligent Advertising Decisions”

- The 21 most important pieces of advertising research


The Impact of Display Ads on Advertiser Site Visitation

There is a significant impact within the 1st week, with a substantial lift being observed
over the 4 weeks following initial ad exposure...even considering minimal click-thru rate

Results from 139 comScore Campaign Effectiveness Studies

Advertiser Site Reach
6.6%
5.8%
4.8%
4.5%
3.9%
3.5%
3.1%
2.1%

% Lif t: 65.0% % Lif t: 53.8% % Lif t: 49.1% % Lif t: 45.7%

Week of f irst Weeks 1-2 af ter Weeks 1-3 af ter Weeks 1-4 af ter
exposure f irst exposure f irst exposure f irst exposure
Control Test


47

Display Ads Also Successfully Lift Trademark Search Activity

Significantly increase the likelihood of specific product searches vs generic searches

Latent effect helps highlight the brand-building value

Results from 139 comScore Campaign Effectiveness Studies

% Making a TM/Brand Search
0.9%

0.7%
0.6%
0.5%
0.5%
0.4%
0.3%
0.2%

% Lif t: 52.3% % Lif t: 46.0% % Lif t: 40.3% % Lif t: 38.1%

Week of f irst Weeks 1-2 af ter Weeks 1-3 af ter Weeks 1-4 af ter
exposure f irst exposure f irst exposure f irst exposure
Control Test


How Online Advertising Works: Summary

Forget the “Click”
– Time to move on
– All that can be measured should not necessarily be measured
– The Internet is just another screen, albeit much more measureable

Like any other media, focus measurement of ROI on the sales impact and the change in
consumer behavior and attitudes over time

Online branding campaigns have proven to be very effective for both online and offline retailers,
online and in-store sales lift highlighted in ‘Whither The Click’ white paper

Use Reach / Frequency metrics in pre-planning and post-analysis of media plan

Follow traditional model on the Internet: What I am saying? To how many? How often?
-Ted McConnell, Director of Digital Innovation at P&G


In Conclusion and Questions & Answers

Colombia has a young, highly engaged and fast-growing Internet audience
Social media clearly the enabler in terms of content
Dominant 15-24 is attractive demographic for some, others need to plan/target
effectively by demographic, affinity etc.
As the years pass, demographic makeup of audience will even out, content
consumed will align more and more with rest of the world
The Internet will only become more and more important, especially for ad
agencies and advertisers, as well as traditional companies
For advertisers, digital strategies should always consider the time spent on line,
the highly targeted advertising opportunities it offers, and the significant brand-
building/customer-engagement opportunities it presents
Questions & Answers?
- Colombian audience questions? Top sites?
- Methodology? Panel in Colombia? Recruitment?


Introducing comScore MMX360:
A Panel-Centric Hybrid Measurement Approach

A best of breed approach
to digital measurement
that continues to revolve
around people


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PANEL SERVERS
People Measurement Census Coverage
Reach, Demographics, of Usage
Affinity, Duration Anywhere

QUERY TAGS
Content
Categorization


Filtered Traffic Broken Out by Source, then Home + Work Universe
Integrated with Panel

Apply proprietary Leverage Panel, derived
methodologies to develop The Universe Report detailed demographic and
comScore Universes person level behavior

Mobile Phones
Location
Gender
Shared Machines

Surfing Age
Work

Streaming Income

Home

Filtered
comScore Reported comScore
Census Traffic
Universes Global Panel


The Universe Report As Part of New Dashboard View

Site usage across Home/Work + Mobile + Shared Machines
(for hybrid entities only)


comScore MMX360: Key Benefits for those who participate

Comprehensive coverage; 100% of activity
– New “Universe Report” will include mobile & public machine usage (Internet cafes, universities etc.)
– New measurement including Internet cafes, universities etc. will initially only be page views
– Census-adjusted metrics in current Media Metrix reports (Home/Work)

Improved coverage of At-Work population (work intensive sites)
Harmonization / reconciliation of panel measurement vs. server log files
Improved quality of International data – particularly in countries where shared
access is significant
Granularity
More timely reporting
Increased consistency, less confusion
Truly “the best of both worlds”


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