Joe Nguyen's Presentation at WAN IFRA's Digital Marketing Asia conference in Kuala Lumpur. 2 Trends for Publishers: Viewability content and advertising and mult-platform consumption.

1. Two
Trends
for
Publishers
in
2013
WAN-­‐IFRA
Digital
MarkeBng
Asia
2012
Joe Nguyen
Sr. VP, Asia Pacific – comScore
jnguyen@comscore.com
@jnguyen
© comScore, Inc. Proprietary. 1

2. Trend
#1:
Viewability
Trend
#2:
MulB-­‐plaHorm
ConsumpBon
© comScore, Inc. Proprietary. 2

3. In the beginning
there was a promise…
© comScore, Inc. Proprietary. 3

4. The Internet is the
‘most measured
and most accountable’
medium
© comScore, Inc. Proprietary. 4

5. 15 years later, the promise has frayed…
RESPONSE RESPONSE
DIRECT DIRECT RESPONSE BRANDING
BRANDING
IMPRESSIONS IMPRESSIONS
ated Inflated Inflated
Inflated
IMPRESSIONS Inflated Inflated
Inflated
IMPRESSIONS
DIRECT RESPONSE BRANDING
CLICK-THROUGH THROUGHTHROUGH
Gamed CLICK
CLICK Gamed Irrelevant Irrelevant
med Inflated Gamed
IMPRESSIONS Irrelevant
CLICK THROUGH
Inflated
RATE RATE RATE RATE
DIRECT RESPONSE
Gamed CLICK THROUGH Confounded by
BRANDING
Irrelevant
COOKIE REACH
Not Important COOKIE REACH Confounded by cookie-to-
Confounded by cookie-to-
portant Not & FREQUENCY
Important
COOKIE REACHRATE
Not Important cookie-to-person
COOKIE REACH
& FREQUENCY & FREQUENCY
Inflated IMPRESSIONS person relationship
Inflated
person&relationship
FREQUENCY
relationship
Not Important COOKIE REACH Confounded by cookie-to-
Not Important PERSON-BASED Distorted by
PERSON-BASED Not CLICK&THROUGH Distorted by non-visible
Gamed by non-visible
Distorted relationship
Irrelevant
portant & FREQUENCY
PERSON-BASED FREQUENCE
Important person
PERSON-BASED
REACH RATE impressions
REACH & REACH & Not Important
FREQUENCE non-visible
REACH & FREQUENCE
impressions
FREQUENCY
Not Important PERSON-BASED impressions
Distorted by non-visible
Not Important COOKIE REACH
REACH & FREQUENCE Confounded by cookie-to-
impressions
© comScore, Inc. Proprietary. & FREQUENCY
5 person relationship

6. Are we creating a
race to the bottom?
Stuffing pages with ads:
ü Lowers ad effectiveness
ü Increases advertiser risk
ü Devalues valuable online ads
© comScore, Inc. Proprietary. 6

7. Ads at the top of the page…
© comScore, Inc. Proprietary. 7

8. More ads after scrolling down
1 time…
© comScore, Inc. Proprietary. 8

9. Many more ads after scrolling
down an additional 7 times
© comScore, Inc. Proprietary. 9

10. Digital advertising needs a
reality check
ü Clutter
ü Poor visibility
ü Glut of low-quality inventory
ü Bad actors gaming the system
© comScore, Inc. Proprietary. 10

11. The Making Measurement Make Sense (3MS) Mission:
§ Reduce costs of doing business due to
complexity of digital advertising ecosystem
§ ‘Single Tag’ solution to reduce complexity
§ Improve reporting of ad exposure
§ Bolster confidence that ads delivered are
actually seen
© comScore, Inc. Proprietary. 11

12. The industry has started discussions & Google is in play:
© comScore, Inc. Proprietary. 12

13. BUT Is Viewability Measurement Possible?
© comScore, Inc. Proprietary. 13

14. vCE APAC Charter Study
The first Asia industry study to bring 6 leading marketers together
to VALIDATEcampaigns
10 online advertising delivery9 countries
347 million impressions 329,000 sites
© comScore, Inc. Proprietary. 14

15. Study Objective:
Quantify incidence of successful and sub-optimal ad
delivery across key dimensions …
VIEWABILITY GEOGRAPHY
TARGET
AUDIENCE
DELIVERY
SAFETY LEVEL OF FRAUD
• Demographically
• Behaviorally
© comScore, Inc. Proprietary. 15

16. Across all campaigns, the average in-view rate was
58% or about 4 out of 10 ads weren’t seen
Percentage of Ads In-View for 10 Asian Campaigns
1 73%
2 68%
3 67%
58%
Campaign
4 65%
5 54%
AVERAGE
6 51%
7 44%
8 40%
9 26%
10 20%
© comScore, Inc. Proprietary. 16

17. Wide Skyscrapers delivered the strongest in-view rates
… But there was significant variance across campaigns with a
range of 42% to 94% in-view for this ad size
Percent of A/Pac Ads Delivered In-View
by Ad Size
76%
Page location,
50%
clutter and
48%
size matters
Wide Leaderboard Medium
Skyscraper (728x90) Rectangle
(160x600) (300x250)
© comScore, Inc. Proprietary. 17

18. vCE Charter Studies Compared
Viewability
ASIA 58%
CANADA 65%
EUROPE 67%
US 69%
Slightly lower levels of viewability compared to
those found for the US, EU and Canada
© comScore, Inc. Proprietary. 18

19. Findings on ad position from US charter findings:
Viewability Rates Viewability Rates
Above the Fold Below the Fold
120% 80%
100% 67%
100%
60%
80%
60% 48% 40%
40%
20% 20%
7%
0%
Min Max 0%
Min Max
….but context is the key driver of duration, not position
© comScore, Inc. Proprietary. 19

20. Viewable impression pricing:
More extensive and valuable reserved inventory
Remnant
(70%)
Remnant
Viewable
Reserved
Reserved Viewable
(30%)
© comScore, Inc. Proprietary. 20

21. How Does Viewability Impact Publishers?
u Advertisers are moving towards viewability measurement
u Viewability makes digital more relevant to brand marketers and
brand marketing metrics
u Publishers will have more premium inventory and better designed
pages
u Publishers will be able to understand what ads placements and ad
units are working and package accordingly
© comScore, Inc. Proprietary. 21

22. Trend
#1:
Viewability
Trend
#2:
MulB-­‐plaHorm
ConsumpBon
© comScore, Inc. Proprietary. 22

23. con·∙sump·∙Bon
noun
1.
the
act
of
consuming,
as
by
use
© comScore, Inc. Proprietary. 23

24. Digital Consumption Used to be Fairly Simple….
© comScore, Inc. Proprietary. 24

25. And then something called “Platform Explosion” began to occur
© comScore, Inc. Proprietary. 25

26. Today in the U.S., New Platforms are being Adopted at Increasingly
Higher Rates
100.0%
98.0% 6%
from
Non-
96.0% PCs
10%
from
Non-
94.0% PCs
92.0%
Other
90.0%
Tablet
88.0% Mobile
86.0% PC
84.0%
82.0%
80.0%
© comScore, Inc. Proprietary. 26

27. Tablets in the U.S. reached 40MM owners in Two years
Smartphones took Ten Years to Reach that Same Level
100 MILLION
Device Owners
40 MILLION
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
© comScore, Inc. Proprietary. 27 Source: comScore MobiLens & TabLens U.S

28. We’re Becoming Digital Omnivores
10% of
Total Traffic
§ 10% of Web traffic comes
from non-PCs
– Up 56% over past ten months 6% of 35%
Total Traffic
Other
23% Tablet
§ 40% of US Households
have three or more Mobile
connected devices
68% 61%
– In addition to PCs & TVs
May 2011 March 2012
Majority of tablet traffic is over WiFi
© comScore, Inc. Proprietary. 28

29. The non-PC share of traffic, specifically mobile traffic, in Singapore is higher
than both Thailand and Australia
Non-Computer Share of Traffic
Source: comScore Device Essentials, June 2012
18.0% 15.9%
16.0% 0.24% 13.1% 11.8% = non-computer total
14.0% 0.28%
12.0%
6.15% 0.43%
10.0% 6.13%
4.66% Other
8.0%
Tablet
6.0%
9.55% Mobile
4.0%
6.74% 6.69%
2.0%
0.0%
Singapore Thailand Australia
© comScore, Inc. Proprietary. 29 Source: comScore Device Essentials TM – International Data June 2012

30. And it’s Not all About the Browser Anymore…
U.S. Top Smartphone Properties,
% Share of Time Spent by Access Method
Google Sites
Facebook
Yahoo! Sites
Amazon Sites
Wikimedia Foundation Sites
Apple Inc.
Cooliris, Inc
AOL, Inc. Browser
eBay APP
Zynga
Twitter
Rovio (Angry Birds)
Weather Channel, The
Microsoft Sites
ESPN
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
© comScore, Inc. Proprietary. 30 Source: comScore Mobile Metrix 2.0, July 2012, U.S.

31. Cross-Device Consumption: Device Usage Differs Throughout Day
Tablets rule
PCs dominate the home
working hours
Smartphones
bridge the gaps
Weekday Share of Device Page Traffic in the Singapore
Confidential and Proprietary 31 Source: comScore Device Essential, Week of May 14, 2012,
© comScore, Inc. Proprietary. 31 Singapore

32. iOS leads the way among the operating systems on non-PC devices in
Singapore– particularly on tablets, with 91% of tablet page views
Device Share of Non-Computer Traffic –
Singapore
Source: comScore Device Essentials, June 2012
Tablet Mobile
0.22%
3.67% Other
1.13%
RIM
Tablet 32.77
% Windows
38.61%
90.91 Mobile
iOS %
Mobile Android
59.90% 62.43
%
Android
iOS
8.87%
Other
1.49%
© comScore, Inc. Proprietary. 32 Source: comScore Device Essentials TM – International Data June 2012

33. How to measure audience overlap and duplication across platforms?
PC
? ?
?
Video ? Mobile
© comScore, Inc. Proprietary. 33

34. comScore uses the following assets to accomplish this goal
Network Logs
User Site
Panels Tags
Dynamic Application
Panels Tags
© comScore, Inc. Proprietary. 34

35. What Does Multi-Platform Consumption Mean For Publishers?
u Publishers need to understand how their audiences are consuming
their content (when, where, how, duplication)
u Deploy the relevant CMS to manage multi-platform assets
u Learn to leverage audience data (targeting, ownership, reselling,
privacy issues)
u Deploy advertising platforms to take advantage of multi-platforms
to engage advertisers
© comScore, Inc. Proprietary. 35

36. Two
Trends
for
Publishers
in
2013:
Viewability
&
MulB-­‐plaHorm
ConsumpBon
WAN-­‐IFRA
Digital
MarkeBng
Asia
2012
Joe Nguyen
Sr. VP, Asia Pacific – comScore
jnguyen@comscore.com
@jnguyen

37. Thank
You