21.09.2010 comscore at Red Apple / mixx russia

Online Advertising Effectiveness
Prepared for Red Apple MiXX Event

Mike Shaw – Marketing Solutions Director, Europe
September 21st, 2010

Measuring Online Advertising Effectiveness

Understanding why measurement matters

A fresh approach to measuring effectiveness

Examples of measurement success

© comScore, Inc. Proprietary and Confidential. 2

Why Is This Important To The Market

The internet is disproportionately used for direct response advertising

Measured Media Spend:
$186B

63% Total dollars are
Brand

spent on Brand Only 23% Online
Marketing $118B dollars are spent on
Brand Marketing
Online Media Spend:
$26B
$6B
$20B
Response
Direct

$68B
37% Total dollars are
spent on Direct 77% Online dollars are
Response Marketing spent on Direct
Response Marketing

Source: Lehman Brothers, ThinkEquity Partners. Data represents 2008 US figures;

Key Issues With Current Campaign Measurement

Cookie Deletion Latent Impact of Display Ads
Ad servers relying on cookies to identify Advertisers judging display campaigns on
previously exposed users, and implement CTR alone are not properly evaluating their
frequency capping, are overstating reach investment because CTR ignores the
and understating frequency because UK behavioural/attitudinal change over time
users are having 3rd party cookies deleted that display exposure drives

CONTROL TEST

7.71%

6.02%

4.45%
3.99%
3.43%

2.01%
% Lift: 99% % Lift: 75% % Lift: 73%

Wk 1 Wks 1-2 Wks 1-3
Time from first exposure


Ad Clickers Follow the 80/20 Rule

• 84% of internet users do not click on ANY ads
• Despite comprising only 8% of the total online population, moderate and
heavy clickers account for 85% of all click-thrus
4%
4%
8% 22%

26% 67%

84%
52% 18%
15%

% Internet Pop % of Clickers % of Clicks
Heavy Moderate Light Non

Source: comScore, Natural Born Clickers (US), March 2009

Russian Internet User Profile

Age Gender
55+
5.5%

45-54
% 13.8% 15-24
Composition 32.9% Male
Female 48.7%
of Russian 35-44 51.3%
Internet 19.1%

Population
25-34
28.7%

15-24 3,324
Average
Male 2,561
Pages per 25-34 2,477
Visitor
35-44 2,852 Female 3,168

45-54 2,780

55+ 2,454

© comScore, Inc. Proprietary and Confidential. 6 Russian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, July 2010

Russian Audience Segmentation By Activity

Share of Total Visits, Minutes, and Pages by Intensity of Internet Usage

20%

55%
63% 63%
30%

Heavy
Moderate
Light
32%
50% 28% 28%

14% 10% 9%

Unique Visitors Visits Minutes Pages

Source: comScore Segment Metrix, July 2010

Russian Search Market in July 2010

Russian Searchers Share of Russian Search by Property
40.0 million unique searchers
Average 98 searches per searcher
Google
Sites
31.7%

Total Russian Searches Yandex
Sites
3.9 billion searches 58.5%
Mail.Ru
5.3 billion search result pages Sites 5.9%
Rambler
134 search results pages per searcher Media
All Others 1.6%
2.3%

Source: comScore qSearch, July 2010

A Fresh Approach To Advertising Effectiveness Measurement

Campaign Essentials Brand Survey Lift Action Lift
Reporting on actual Understanding consumer Measuring consumer
campaign delivery attitudes after exposure behaviour after exposure
to online ads to online ads

50% Visitor Penetration
45% (% Visiting Site)
40% 37.1% 201%
35%
30%
25% 24.6%
20% 18.6%
15% 15.0%
10% 12.3%
Control Test
5%
0%
Pre-Campaign Campaign Post-
Period Period Campaign
Period


Understanding Behavioural Impact Of Ad Exposure

EXPOSED GROUP

LIFT METRICS
Site Visitation
Test and control groups matched on
demographic and behavioural variables Site Engagement
Search Behaviour

UNEXPOSED GROUP


Display Ad Exposure Lifts Reach of Advertiser Site Considerably
More Than CTR Analysis Alone Suggests

Time-Aligned Analysis Campaign/Post-Campaign Analysis
CONTROL TEST CONTROL TEST

7.71% 7.26%

6.05%
6.02%

4.45%
3.99% 4.03%
3.53%
3.43%

2.01%

% Lift: 99% % Lift: 75% % Lift: 73% % Lift: 80% % Lift: 71%

Wk 1 Wks 1-2 Wks 1-3 Campaign Period Post-Campaign Period
Time from first exposure Analysis Period

© comScore, Inc. Proprietary and Confidential. 11 Source: comScore Whither the Click in Europe, Feb 2010

Users Exposed To Display Ads Far More Likely To Search For
Advertiser Search Terms

Time-Aligned Analysis Campaign/Post-Campaign Analysis
CONTROL TEST CONTROL TEST
3.27%
2.72%

2.56%

1.95%
1.80%
1.54%
1.36%
1.15%
0.91%
0.81%

% Lift: 91% % Lift: 89% % Lift: 81% % Lift: 136% % Lift: 114%

Wk 1 Wks 1-2 Wks 1-3 Campaign Period Post-Campaign Period
Time from first exposure Analysis Period

© comScore, Inc. Proprietary and Confidential. 12 Source: comScore Whither the Click in Europe, Feb 2010

European Audiences More Impacted By Display Campaigns Than
U.S. Audiences

European audiences show a higher lift at up to 3 weeks after display ad exposure
in both advertiser site reach and use of advertiser search terms than their U.S.
counterparts

Lift in Advertiser Site Reach Lift in Search Term Reach

94%
72%

49%

40%

Europe U.S. Europe U.S.

Source: comScore Whither the Click in Europe, Feb 2010
© comScore, Inc. Proprietary and Confidential. 13 (time-aligned and campaign period/post-period studies included)

Analysing Effectiveness Of Alternative Formats:
Video Achieves Results Faster Than Display

Absolute Percentage Point Lift in Site Visitation
Exposed Group vs. Control

Video only Display only
3.3%
2.9% 1.6%
2.5% 1.4%
1.1%
1.9%
0.7%

Wk 1 Wks 1-2 Wks 1-3 Wks 1-4 Wk 1 Wks 1-2 Wks 1-3 Wks 1-4

Campaign Breakout:
Video Only: Financial
Display Only: Travel, Utilities & Public Sector

© comScore, Inc. Proprietary and Confidential. 14 Source: comScore & .FOX Networks Study, UK, Q1 2010

Analysing Effectiveness Of Alternative Formats:
Incremental Impressions After 5 Exposures More Valuable For Display

Absolute Percentage Point Lift in Site Visitation
Exposed Group vs. Control

Video only Display only
4.3% 3.8%

3.3%
2.9%
2.4%

1.2%

1-5 exposures 6-9 exposures 10+ exposures 1-5 exposures 6-9 exposures 10+ exposures

Campaign Breakout:
Video Only: Financial
Display Only: Travel, Utilities & Public Sector

© comScore, Inc. Proprietary and Confidential. 15 Source: comScore & .FOX Networks Study, UK, Q1 2010

Ad Unit Creativity Has A Huge Impact On Effectiveness

20%
18% ∆ 7.07 percentage points 17.33%
16% +69%
14%
12% 10.26%
10%
8%
6%
4%
2%
0%
Low Dwell High Dwell
High-dwell campaigns saw an average lift of 17.33% in the reach of the advertiser’s site
between test and control groups, compared to 10.26% for low-dwell campaigns;
creativity has led to a 69% increase in campaign effectiveness.

Source: comScore & .Microsoft Advertising
© comScore, Inc. Proprietary and Confidential. 16 ‘Dwell on Branding’, Europe, Q1 2010

Even Higher Impact On Brand Recall Via Search

45% Lift in Brand Search Term Reach
39.10%
40%
35% ∆ 27.24 percentage points
30% +230%

25%
20%
15% 11.86%
10%
5%
0%
Low Dwell High Dwell
High-dwell campaigns saw an average lift of 39.1% in the reach of brand search terms
between test and control groups, compared to under 12% for low-dwell campaigns;
creativity has led to a 230% increase in campaign effectiveness.

Source: comScore & .Microsoft Advertising
© comScore, Inc. Proprietary and Confidential. 17 ‘Dwell on Branding’, Europe, Q1 2010

Summary

Reporting campaign effectiveness on CTR alone fundamentally
undervalues the role online display has in influencing consumer
behaviour
Effective campaign measurement considers the requirement of
each advertiser brand and reports accordingly
Proper reporting and use of data can help publishers justify
appropriate display rates, and agencies and brands understand
the real value they obtain


Thank You

For More information on comScore in Russia please contact:

Osnat Zaretsky
ozaretsky@comscore.com


21.09.2010 comscore at Red Apple / mixx russia

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21.09.2010 comscore at Red Apple / mixx russia