Выступление Татьяны Хандуровой, business development director, International comScore, Inc на Саммите Digital Branding 5-6 июня 2012 в Центре Digital October. www.digital-branding.ru

1. Lessons Learned
Measure what Matters for Online Advertising
Gregory Dale
EVP International, comScore Inc

2. comScore is a Global Leader in Measuring the Rapidly Evolving
Digital World, Blanketing the Globe with a Local Presence
NASDAQ SCOR
Clients 1860+ worldwide
Employees 900+
Headquarters Reston, VA
170+ countries under measurement;
Global Coverage
43 markets reported
Local Presence 32 locations in 23 countries
© comScore, Inc. Proprietary. 2 V1011

3. Topics for Today
1. Worldwide Trends to Watch
2. The Rise of Digital Advertising
3. Lessons Learned for Optimising Ad Effectiveness
4. Key Take Aways
© comScore, Inc. Proprietary. 3

4. 3 Worldwide Trends to Watch
Social
Video
Mobile

5. 1
Nearly in 5 minutes online
is spent on social networks today
2008 2009 2010 2011
35
Social Networking
30 Search/Navigation
Retail
25
Communications (Email/IM)
Other Content
1 in 3 minutes
Time Spent on Key Categories Online online in Russia are
Worldwide Hours per Month (Billions)
spent Social Networking
© comScore, Inc. Proprietary. 5
Source: comScore Media Metrix, April 2012
Trendline: comScore Media Metrix, March 2007-October 2011

6. Worldwide Video Engagement Increased 19 Percent in 7 Months
Indicating a Shift from Short-Form to Long-Form Content
Worldwide Video Viewing
Sep-11 Apr-12 51 billion
minutes23.2 Hours
per Viewer in Russia
spent
watching
19,8 online
videos +139%
16,6 versus April 2011
Average Hours per Viewer
© comScore, Inc. Proprietary. 6 Source: comScore Video Metrix, Worldwide, Age 15+, Sep 2011 vs April 2012

7. The Rise of the Connected Consumer:
New Devices are Changing How Consumers Access Content
Share of Connected Device Traffic in Russia
Source: comScore Device Essentials, March 2012
Mobile
Computer Non-Computer 4,8%
93.4% 6.6%
Tablet
1,8%
Other
0,1%
© comScore, Inc. Proprietary. 7 Source: comScore Device Essentials, US, March 2012

8. Digital Advertising and Lessons
Learned on how to deliver Results

9. In Europe, richer formats and new platforms have resulted in brands
investing more in display advertising
% Growth 2010 vs. 2009
Russia
Display +25%
© comScore, Inc. Proprietary. 9

10. With continued investment in display, our lessons learned about
online advertising are increasingly important
 Cookies present a unique challenge for advertisers in the
digital space
 The click, although extremely popular, is an incomplete and
often misleading metric
 Accurate delivery of media plan is critical and challenging to
measure correctly
 With the right strategy, Display Advertising can be effective
as TV at building engagement and delivering sales
© comScore, Inc. Proprietary. 10

11. Branding advertisers on TV are accustomed to audience
guarantees and expect the same in digital
Yet, accuracy of cookie-based digital plan delivery is problematic:
Cookie Deletion Cookie Proliferation
X Cookies Are Not People
© comScore, Inc. Proprietary. 11

12. In 2007, comScore’s First Post-Buy Analysis Across 8 Digital US
Campaigns Showed Execution Left a Lot to be Desired…
70%
Percent of Ad Impressions for 8 Campaigns
60%
50%
40%
30% 61%
20%
10% 19%
12%
8%
0%
In US But Not Hit Target Hit Target Outside US
Target Frequency >=5 Frequency <=4
© comScore, Inc. Proprietary. 12 Source: comScore Inc, Custom Analysis

13. Cookie-based demo targeting limits a campaign’s ability to selectively
reach a targeted audience
Target for this health & well being
product was females age 35-54
Male 40% of exposed consumers outside of planned gender target
40%
% Composition of Exposed Audience
20,6% 15-24
22,4% 25-34
Female
60% 25,3% 35-44
Only 43% of females
exposed to the
campaign met the
17,3%
45-54 targeted age group
14,4% 55+
Only 25% of all exposed consumers met planned targeting criteria
© comScore, Inc. Proprietary. 13

14. Skewed ad server delivery causes wasted GRPs with overly saturated
consumers
Distribution of Exposed People by
CPG Campaign
Frequency of Exposures • 4 Weeks
• 43 GRPs
64% • Reached ~ 8MM People
• Average Frequency = 4.5
48%
Overexposed: a
majority of these
27 Exposures
per Person!
16% 22%
13%
8%
5%
3% 3% 2% 2% 1%
1 2 3 4 5 6 7 8 9 10+
Exposures per Person
© comScore, Inc. Proprietary. 14 Source: comScore 2011

15. Clickers represent a small and declining segment of internet users
• In Russia, 5% of all internet users account for 84% of all clicks
• Optimising against clicks means ignoring 9 of 10 internet users
Russian Non-Clickers
Growth in U.S. Non-Clickers
88%
68% 90%
Non-Clickers
July 2007 August 2010
Source: comScore, Inc. Custom Analysis; Russian data from Natural Born Clickers in
© comScore, Inc. Proprietary. 15 Russia report, May 2011

16. Despite click rates of only 0.1%, comScore research has shown that
display ads can lift retailer sales – both online and offline
Dollar Sales Lift Among Households
Exposed to Online Advertising
Conclusions
% Lift: 17%  Exposure to display ads
doesn’t just impact
$11 550 online sales – it lifts in-
$9 905 store sales as well
 The absolute dollar lift
% Lift: 27% in offline sales is 5x
higher than the lift in e-
commerce sales
$994 $1 263
 The click is misleading
Online Offline as a measure of
campaign effectiveness
Unexposed Exposed
Source: “Whither the Click?” 139 comScore studies in the June 2009 Journal of
© comScore, Inc. Proprietary. 16 Advertising Research

17. The Short-Term Offline Sales Lift from Digital Advertising Matches
Longer-Term TV Impact
Offline Sales Impact of Advertising for FMCG Brands: TV Versus Digital
+8% +8%
BehaviorScan tests comScore tests conducted
conducted over a one-year over a three-month period;
period. assumes 40% HH Internet
reach
TV Internet
(BehaviorScan) (comScore/dunnhumby)
1: Digital display ads include more messages about price and promotion than TV ads, which
tend to be strictly focused on brand building
2: More precise targeting of digital allows more impressions to be delivered against target
audience in a given period of time
© comScore, Inc. Proprietary. 17

18. Action Lift Case Study:
Yandex and Automotive Brand

19. AdEffx Action Lift™
Action Lift measures the immediate and latent impact of digital
advertising on consumers’ online behaviors, such as:
Site visitation Provide a more reliable &
actionable metric to advertisers
Site engagement which is more comparable to TV
and does not depend on click-
Trademark search through
© comScore, Inc. Proprietary. 19

20. Advertiser Site Visitation, Week 3
6,0%
% Reach of Auto Site
5,0% 5,0%
4,0%
3,8%
Test/Control
3,0%
Difference
2,3%
Weeks 1-3 2,0%
1,7%
+199% 1,0% 1,1%
0,4%
0,0%
Week 1 after Weeks 1-2 after Weeks 1-3 after
exposure exposure exposure
Control Group Test Group
5.0% of those exposed to the campaign visited the Automotive site at least
once in the three weeks after first exposure to the campaign; compared to 1.7%
of those not exposed to the campaign
© comScore, Inc. Proprietary. 20 Source: comScore Action Lift

21. Advertiser Site Engagement, Week 3
Exposed users consumed 183% more pages and spent
212% more time on the Automotive site
Average Pages @ Auto Site Average Minutes @ Auto Site
250 100,0
92,3
90,0
204,7
200 80,0
70,0
150 60,0
50,0
100 40,0
72,4 29,6
30,0
50 20,0
10,0
0 0,0
Control Group Test Group Control Group Test Group
© comScore, Inc. Proprietary. 21 Source: comScore Action Lift

22. Advertiser Search Term Usage, Week 3
% Reach of Search Terms
0,25%
0,21% Exposed users are
0,20%
38% more likely
0,15%
0,15% to search for at
least one of the
0,10% defined set of
branded search
0,05% terms
0,00%
Control Group Test Group
© comScore, Inc. Proprietary. 22 Source: comScore Action Lift

23. Advertiser Conversion, Week 3
0,45% % Reach of Conversion URL
0,40% 0,40%
0,35%
0,32%
0,30%
Test/Control
0,25%
Difference
0,20%
Weeks 1-3 0,16%
0,15% 0,15%
+148% 0,10%
0,12%
0,09%
0,05%
0,00%
Week 1 after Weeks 1-2 after Weeks 1-3 after
exposure exposure exposure
Control Group Test Group
Exposed consumers were more
likely to download brochure,
visit car configurator site or request test drive
© comScore, Inc. Proprietary. 23 Source: comScore Action Lift

24. An Eye to the Future

25. The great promise of the Internet has always been that it’s the ‘most
measured and most accountable’ medium…
But 15 years later, the promise has frayed…
IMPRESSIONS Inflated Inflated
CLICK-THROUGH
Gamed Irrelevant
RATE
Confounded by
COOKIE REACH
Not Important cookie-to-person
& FREQUENCY
relationship
PERSON-BASED Distorted by
REACH & Not Important non-visible
FREQUENCY impressions
© comScore, Inc. Proprietary. 25

26. The industry is discussing viewability
Making Measurement
Make Sense (3MS)
“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. 26

27. vCE Charter Study:
Major Branded Advertisers Came Together to Lead & Learn
US EUROPE
18 campaigns 21 campaigns
2 billion impressions 1.3 billion impressions
400,000 sites 240,000 sites
Allstate
© comScore, Inc. Proprietary. 27

28. vCE Charter Study:
In-view Rates Need to Be Improved
US EU
69% 64%
AVERAGE AVERAGE
Campaign In-view ad rates ranged from:
US 55% to 93% EU 31% to 72%
© comScore, Inc. Proprietary. 28

29. Conclusions
 The face of digital advertising is changing rapidly as consumers
become more social, TV content continues to be moved online and
new devices flood the market
 Understanding the unique challenges of digital and adapting
measurement principles can help unlock the power of digital
advertising
− Know why cookie deletion matters
− Closely monitor media plan delivery
− Ensure targeting is accurate
− Ignore the click, trust brand engagement metrics
 Initial Action Lift results for major automotive advertisier are a
great initial step towards validating digital advertising effectiveness
in Russia, viewable impressions is the next global trend to watch
© comScore, Inc. Proprietary. 29

30. Thank you
tkhandurova@comscore.com