comScore is an internet technology company that measures online user behavior across platforms globally. It collects trillions of data points monthly from its census network and panel to provide analytics and insights to over 2,000 clients. The amount of data comScore collects has grown exponentially in recent years, reaching over 1.6 trillion records per month, as digital interactions increase across multiple devices. comScore uses this big data to provide metrics and analyze online audiences, advertising, and digital businesses to help clients maximize their digital investments.

1. © comScore, Inc. Proprietary.
Owen West
VP Sales, Emerging Markets
owest@comscore.com
@comScoreEMEA
Big Data Insights
Webit – Istanbul, November 2013

2. © comScore, Inc. Proprietary. 2
Agenda
comScore Introduction
Big Data @ comScore
Turning Big Data Into Insight
(AKA why you SHOULD care)

3. © comScore, Inc. Proprietary. 3
We Provide Insights and Actions
 We are an Internet technology
company that measures what people
do as they navigate the digital world
 And turn that information into
insights and actions for our clients to
maximise the value of their digital
investments

4. © comScore, Inc. Proprietary. 4
Enabling Insights from Big Data to Take Actions
for Marketers, Agencies, Publishers, Enterprises and Network Operators
comScore Data
Global Panel & Census Network
Customer Data
Web, Mobile, Video, CRM, etc.
Audience
Analytics
Advertising
Analytics
Digital Business
Analytics
Mobile Operator
Analytics
Insight-Focused Applications
Multi-Platform
Measurement Technology / Research
Syndicated, Software
Scalable, Big Data Architecture

5. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Big Data @ comScore
Our data in perspective

6. © comScore, Inc. Proprietary.
 Next frontier for innovation, competition and productivity
 Driven by explosion in number of computers and drop in cost:
 Smartphone today would’ve been most powerful computer in world in 1985
 $600 to buy a disc that can store all of world’s music
 92% of world’s data was created in last two years
 40% growth in global data per year but only 5% growth in IT
spending
 1.5 million data savvy managers needed in U.S. alone
Big Data

7. Define “Big”
Can’t fit on a single machine
Can’t be managed by one single
technology
Used for purposes beyond those
originally intended
FROM A MARKETER’S
PERSPECTIVE
Available data has outgrown the
abilities of your tools and teams to
extract value from it
FROM A TECH PERSPECTIVE

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The amount of data
comScore collects has
increased by 80X in the
last 3 years

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11,000
peak global transactions per second
Sources:
• http://blog.visa.com/2011/01/12/visa-transactions-hit-peak-on-dec-23/
• comScore MMX Worldwide Data
• http://abcnews.go.com/Technology/happy-20th-birthday-text-message-now-past-prime/story?id=17864096
How Big is Big?
193,000
global text messages per second
23,300
global page views per second

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720,000+
digital interactions per second at peak
and growing…
comScore collects more than

11. © comScore, Inc. Proprietary.
We aren’t just “the panel” anymore
Worldwide daily records, July ‘09 – Jan ‘13
Panel

12. © comScore, Inc. Proprietary.
Panel
Census
What the hell happened?
Worldwide daily records, July ‘09 – Jan ‘13
July 2009
Jan 2013

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0
200,000,000,000
400,000,000,000
600,000,000,000
800,000,000,000
1,000,000,000,000
1,200,000,000,000
1,400,000,000,000
1,600,000,000,000
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
2009 2010 2011 2012 2013
#ofrecords
Video
Tagging
Web
Tagging
Ad Tagging
Digital
Analytix®
Ad Visibility Tagging
A.K.A. vCE
An analysis of what happened and when
Worldwide records, Jul ‘09 – Jan ‘13
Total records collected in March 2013
1,613,677,836,272 (1.6 Trillion)
Panel
Census

14. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Big Data Examples – Measuring Digital Campaigns

15. © comScore, Inc. Proprietary.
validated Campaign Essentials (vCE)
Quantify incidence of sub-optimal ad delivery across key dimensions…
… to better understand sources of ad waste
in-view correct
geography
brand safety non-human
traffic
target
audience

16. © comScore, Inc. Proprietary. 16vCE Charter Study (2012)
Viewability: In-view rates are very low
vCE Benchmarks (2013)
1000’s campaigns, 290 Billion Ad Impressions
Mix of advertisers
Mix of publishers
46%
54%
“Real-World Scenario”
IN-VIEWNOT IN-VIEW

17. © comScore, Inc. Proprietary.
The Above-the-Fold Myth?
Above-the-fold in-view rates ranged from 48% to 100%
source: comScore vCE charter study

18. © comScore, Inc. Proprietary.
Some Below-the-Fold ads
are actually premium inventory.
Below-the-fold in-view ranged from 3% to 67%.
source: comScore vCE charter study

19. © comScore, Inc. Proprietary. 19
22 of the Top 25
Largest Global Advertisers,
representing 89% of global
ad dollars, are
comScore vCE clients

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Big Data Examples – Smartphones & Tablets

21. © comScore, Inc. Proprietary. 21Source: comScore Device Essentials
Smartphones and Tablets;
Media fragmentation is the new reality
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
U.S.TotalDeviceOwners
140 MILLION
60 MILLION
+13%
Y/Y
+32%
Y/Y

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48%
Desktop
Share of Digital Media Time:
Desktop vs. Mobile (Smartphone +Tablet)
52% Mobile
+
Source: comScore Media Metrix & Mobile Metrix, US, April 2013
Smartphones and Tablets ;
account for more than half of time spent online in U.S.

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$5.9B spent in Q1 2013;
m-Commerce accounted for 11% of all Retail e-Commerce
Percentage of Retail e-Commerce Dollars Spent via Mobile (Smartphone & Tablet)
Source: comScore E-commerce & M-commerce Measurement
$5.9B

24. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Big Data Examples – Multi Platform

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43
Multi-platform;
Weather Sites
Feb-2010 Feb-2013
4,169
3,641
Time Spent on Weather Sites
(Millions of Minutes)
Source: comScore Media Metrix & Mobile Metrix, US
-46%
+15%
+385%
3,214
427
1,723
2,073
373 N/A
Desktop consumption of Weather content has declined markedly, but because of
extensive phone use, overall engagement from digital platforms has increased

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Multi-platform;
Sports Sites
43
12,388
7,208
Time Spent on Sport Sites
(Millions of Minutes)
Source: comScore Media Metrix & Mobile Metrix, US
+72%
+385%
6,479
729
3,537
1,052
Feb-2010 Feb-2013
N/A
+20%7,799
Engagement with Sports content has seen tremendous growth across all
platforms, including desktop

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43
Multi-platform;
Smartphones and tablets have driven a doubling of time spent with digital
content in the last three years
Feb-2010 Feb-2013
890
451
Total Internet Time Spent
(Billions of Minutes)
Source: comScore Media Metrix & Mobile Metrix, US
+20%
+97%
+389%
388
63
467
308
115 N/A
In the aggregate, no evidence of cannibalisation of desktop

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Incremental audience of over 2m mobile-only users in UK for Sky
3.94 million
Mobile users
10.98 million
PC users
Unduplicated
13.0
million
Turning Big Data Into Insight;
Understanding unduplicated audiences across platforms
Source: comScore MMX Multi-Platform, UK, December 2012

29. © comScore, Inc. Proprietary.
Big is What You Make it
But…
Access, utilisation and
distribution will
be the secret sauce
High Value? Yes
Disruptive? Yes
Transformative? Yes

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 Data will continue to grow in size and complexity
 Businesses are struggling to gain faster insights
 There is a clear need for Big Data analytics platforms built
for digital assets…..and YES comScore does have one,
speak to me about it!
Summary

31. © comScore, Inc. Proprietary. 31
Thank You
Owen West
VP Sales, Emerging Markets
owest@comscore.com
www.comscore.com
www.facebook.com/comscoreinc
@comScoreEMEA

32. © comScore, Inc. Proprietary. 32
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering
insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their
digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software
and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital
Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure,
the comScore Census Network™ (CCN) captures trillions of digital interactions a month to power big
data analytics on a global scale for its more than 2,000 clients, which include leading companies such as
AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox,
Hurryet, LinkedIn, Mail.ru, MediaCorp, Microsoft, Milliyet, Nestle, Starcom, Terra Networks, Universal
McCann, Verizon, Vkontakte, ViaMichelin, Yahoo! and Yandex.
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