comScore Syndicated Product Overview

Measuring the Digital World

Robin Caswell
April 2011
Objectives

Provide an overview of comScores reporting capabilities

Demonstrate how clients use the comScore product suite to gain

superior intelligence and generate more effective execution and
evaluation in their business

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comScore is a Global Leader in Measuring the Digital World

NASDAQ SCOR
Clients 1600+ worldwide
Employees 900+
Headquarters Reston, VA
170+ countries under measurement;
Global Coverage
43 markets reported
Local Presence 30+ locations in 21 countries

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comScore Digital Business Analytics

Audience Measurement
Site Analytics
User Analytics Vertical Market Solutions
Unified Digital Measurement

Social Analytics

Copy Testing
Campaign Verification
Advertising Analytics Ad Effectiveness
Cross Media

Mobile Audience Measurement

Network Analytics & Optimization
Mobile Analytics Customer Experience
& Retention Management

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comScore Leverages Rich Panel Data to Deliver Unique and Broad
Digital Business Analytics

2 Million Person Panel The Only Global Measurement

360View of Person Behavior of Audience and E-commerce

170+ Countries Under Measurement

43 Markets Reported

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Unified Digital Measurement (UDM) Establishes Platform For
Panel + Census Data Integration

Global Global
PERSON Measurement MACHINE Measurement

PANEL PAGE TAGS

Unified Digital Measurement (UDM)

Patent-Pending Methodology
Adopted by 88% of Top U.S. Media Properties

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Beginning-to-End UDM Process

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Who uses comScore?

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Agencies currently Planning/Buying with comScore.

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We help Agencies...

Be better informed about the online landscape

Understand your clients online audience and that of their competitors

Help identify the most appropriate sites for advertising campaigns

Understand where and how budgets can be spent most effectively

Evaluate advertising strategies, schedules and creative executions

We help agencies do the best job for their existing

clients and help them win new ones!

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Meet the Agency Users

Hi, Im Susan. I am a Researcher

I manage, manipulate and interpret data. Im the go to source for any data questions
including methodology and which tools to use. As a Research Director or Manager I often
make or influence the decision of which tools to purchase. I help Media Planner by pulling
the data for client proposals, building out competitive landscapes, showing competitors
advertising habits, their creative messaging and spend. I pull demos, behavioral and straight
demos to help a client define their target if they are uncertain. Depending on the organization
I may help assemble the decks and stories or I may pull the data and send it over to the
planner. I also may help Ad Sales by pulling demo conversion and Internet trends. If a
survey is required, I am responsible for either authoring or approving the final survey.

What Researchers Do
Drive better consumer insights through behavioral profiling and competitive comScore Tools
landscape Primary
Evaluate syndicated data Media Metrix
Help to create pitch for clients Ad Metrix
Help Media Planners Video Metrix
Analyze and report on industry trends Ad Effx
Pull competitors creative and send to creative agency Secondary
Understand and educating employees on methodologies of different tools Segment Metrix
Pulls total visits, UVs, cross visiting and reach frequency reports on clients
Campaign RF
Media Planner RF
Create approved vendor list

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Meet the Agency Users

Hi, Im Hilary.
Im a Media Planner/Buyer
I put together advertising plans and client decks. I work with research and strategy to
recommend likely sites to advertise on and types of ads to run and budget allocation between
different media sources. I create RFPs and submit them to publishers. I create an approach
plan (media plan) from the RFPs I get back to submit it to the Ad Buyers. I then send
proposals to the Account Reps to submit to clients. I also generate status reports and post
campaign reporting and am on point for troubleshooting issues that may come up with a
campaign.

What Media Planners Do comScore Tools

Take direction from research and strategy team to create media approach Media Planner
plan and proposal decks for clients Media Metrix
Create RFPs and submit them to publishers Segment Metrix
Track RFP responses and build approach plans Campaign RF
Generate status reports Ad Metrix
Generate post campaign reporting Video Metrix
Ad Effx

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A few of comScores Publisher clients

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comScore can help Publishers...

Be better informed about the online landscape

Understand your online audience and that of your competitors

Assess the performance of sites you build and maintain

Improve the quality of your communication with audiences

Help identify the most appropriate sites for partnerships and advertising

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Meet the Publisher Users

Hi, Im Jack. Im a Researcher

Im responsible for the management, manipulation, understanding and
interpretation of data. Im the go to source for any data questions including
methodology and which tools to use. I often make or influence the decision
of which research tools to purchase.

What Researchers do
Prepare monthly exec reports summarizing site performance and trend breaks
Create monthly story building spreadsheets for sales teams on positioning comScore Tools
Perform competitive analysis Primary
Analyze and reports industry trends Media Metrix
Work with Marketing and PR on stories for press releases and collateral Ad Metrix
Research Manager Ad Effx
Check that 3rd parties are reporting site statistics correctly Secondary
Understand and educate employees on data methodologies Segment Metrix
Approve large proposals created by sales teams Campaign RF
Help create stories for post sell presentations

Depending on size of company the research roles may have any of these titles:
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Meet the Publisher Users

Hi, Im Lisa.
Im an Account Manager
Im an Account Manager but depending on where Ive worked before, Ive been called a
Sales Planner, Support Executive, or a Sales Development Support person. I tend to
support one or four sales people. Im responsible for creating responses to the RFPs for the
Sales Executives and making sure that they get done.

What the Sales Team Does

AMs coordinate details for an RFP between Campaign Managers, Inventory comScore Tools
Managers, Research, Product teams and Sales Executives. Less than 1/3 of the Segment Metrix
total RFP process is spent on research. Media Metrix
Pull simple demo profiles Video Metrix
Create stories with research Ad Effx
Works with inventory managers to reserve impressions/sites
Put together initial pricing
Makes sure the RFP response is complete

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Meet the Publisher Users

Hi, Im Sam.
Im a Business Development Manager

I am responsible for revenue and relationships. Im the point of contact for agencies and
receive and send RFPs. I rely on my Account Manager heavily to complete the RFPs I
receive. However, occasionally I complete my own RFPs or at least some part of them. Im
responsible for approving project makeup and am on the line for good margins. I try and
stay focused on getting new business and make sure the business we do get is profitable.

What Account Execs Do

Get new business comScore Tools
Receive RFPs Ad Metrix
Put together packages and planning with guidance Segment Metrix
Create RFP response deck and spreadsheet
Campaign RF
Ad Effx
Usually receive the tags for a campaign
Plan and present the market overviews for internal strategic account reviews

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Syndicated Reports

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Syndicated Products Available in Europe

Media Metrix
Find your audience online. Evaluate engagement, cross visiting and trends for people not machines.

Segment Metrix Media Planner

Define audience by intensity of online category Integrate data from multiple comScore sources
usage, or tie online behavior to your clients Prizm into a single interface that supports the full
NE and PersonicX life stage and socio- continuum of your planning process.
demographic clusters.
Mobile / GSMA
Ad Metrix Evaluate audience behavior and engagement with
Evaluate display advertising from both the features, content and apps on mobile devices.
advertisers and publishers view including format,
spend and creative to the product level. Social Analytix
Monitor social media consumer engagement with
Video Metrix your brand in real-time.
Learn where your audience consumes online
video and their engagement with both ad videos qSearch
and content videos. Captures consumer search behavior and
measures the full breath of consumer search
Reach Frequency activity.
Run planning scenarios for combinations of sites
to optimize the potential reach and frequency of
your online campaign. Available for Media Metrix,
Segment Metrix and Video Metrix.

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Audience & Media Planning Reports

MEDIA METRIX OTHER PRODUCTS

Key Measures Segment Metrix
Demographic Profile Ad Metrix
Media Trend Video Metrix
% Change Media Trend Reach Frequency
Target Trend MediaPlanner
% Change Target Trend qSearch
Long Term Trend Mobile
Audience Duplication Social Analytix
Cross Visiting
Source/Loss
Multi-Country Key Measures
Multi-Country Media Trend
GRP Report
Unified Status Summary Reports
Media Dashboard
Dictionary Definition

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Media Dashboard

Top line overview of key statistics just

by typing the site name!

Pulls together relevant info from all

pertinent comScore reports in
seconds

Easily Compare up to 5 sites

Print, download, pass to colleagues

or clients

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Key Measures

Understand the size and reach of site(s), Competitors, Ad networks or Categories

View site engagement statistics
Run the above using chosen Target Audiences

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Demographic Profile

Learn about the composition of a sites audience

Compare sites side by side
How engaged is each demographic group with the site(s)?

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Media/Target Trend

Is a Site gaining or losing UVs over time? Are Visitors coming more regularly?
Are Visitors spending more or less time on a site? Consuming more or less pages?
Which are the sites and categories showing real growth?
Are sites attracting or alienating particular demographics over time?

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Audience Duplication

Reporting the unduplicated audience metrics for a group of sites together

Understanding the total unique audience from a set of competitive sites
Identifying where high audience cross over exists between sites

Unduplicated audience of: 7,693,000

Visit 2 or more sites: 2,281,000 Guardian.co.uk

Telegraph.co.uk TimesOnline

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Cross Visiting

Find where the affinity lies with other sites, brands or Categories
Where else do sites users go during the course of the month?
Identify potential sites you may wish to work with

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Source/Loss

Understanding which sites my clients audience are coming from directly, and which
sites are they going to? Are they competitors?

Indentify potential partners to help drive traffic or marketing

Is my advertising campaign generating traffic for my client?

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Campaign Reach & Frequency

Simulate/Optimize Media Plans

Select Target, Budget, Duration, CPM and Sites
Include Ad Networks actual delivery & Custom Entities
Understanding where the online ad budget can
be most effectively spent

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Additional Tools Available

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Overview of Video Metrix 2.0

Objective. Delivers industry-focused,

third-party reporting of all competitors in
the online video marketplace

Advanced. Employs comScores leading

Unified Digital Measurement methodology
for the most accurate and comprehensive
view of the online video landscape

Complete. Provides the industrys only

comprehensive measurement of the video
marketplace, with the ability to track video
advertising, top television programs, viral
videos, and syndicated traffic

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Media Planner

Identify the most relevant sites for your campaign using both behavioural and
demographic targets

Funnel Results using % reach and index against targets, and by Content type

Populate a Campaign R/F report automatically

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Segment Metrix

Site profiling by Heavy/Medium/light users

Whats my share of heavy users?

Where do they congregate outside of my category?

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Ad Metrix

Learn where, how much & how effectively clients and their competitors are advertising
Evaluate advertising strategies using sophisticated ad metrics
Gain pictographic insight into actual display ad formats & creative messages used

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Measure What Matters: AdEffx Suite

Campaign Essentials
Verifies Audience Demographics & Ad Delivery Using Reach, Frequency, & GRP

Action Lift
Monitors Behavioral Changes Such as Websites Visiting & Searching
Lift Norms Self-Service Action Lift Inside Tool

Brand Survey Lift

Measures Attitudinal Lifts Such as Awareness & Favorability
Cross-Media Lift Lift Norms Mobile Brand Survey Lift

Online Sales Lift

Measures Impact on Online Sales & Competitors Sales
Lift Norms

Offline Sales Lift

Measures Impact on Offline Sales
Third-party Retailer Sales Data Match Lift Norms

Cost Per Lift Determines the Cost Per Lift for Brand & Actions (in beta)
Lift Norms View Into the Mass Effects on the Above Measures (in beta)

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