ComScore - 2012 Digital Advertising Highlights

© comScore, Inc. Proprietary.

Kevin Duong

Senior Analyst, cMM Canada

kduong@comscore.com

416.646.9981

2012 Digital Advertising Highlights

Prepared for IAB Canada

Bryan Segal

Vice President, cMM Canada

bsegal@comscore.com

416.646.9972

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Automotive Manufacturers

© comScore, Inc. Proprietary. 3

2012 Digital Advertising Trend on Automotive Manufacturers

In 2012, digital advertising by Automotive Manufacturers grew 19%

year over year with the most advertising in June 2012

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jan – Dec 2012

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2011 & 2012

19,474,122

16,420,375 Automotive Manufacturers

Display Ad Impressions (000)

2011 2012

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Dis

pla

y A

d I

mp

ressio

ns (

000)

Annual Digital Advertising by Automotive Manufacturers

© comScore, Inc. Proprietary. 4

Overall online Automotive Manufacturer advertising is led by General

Motors

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012

Honda Motor Co., Ltd

Toyota Motor Corporation

Hyundai Motor Company

Ford Motor Company

General Motors Corporation

Share Within Category

Top 5 Automotive Manufacturer Advertisers in 2012

© comScore, Inc. Proprietary. 5

Demographic exposure to display ad impressions on Automotive

Manufacturer sites in June 2012

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jun 2012

10%

21%

22%

18%

11%

5%

18-24 25-34 35-44 45-54 55-64 65+

63%

Index:

124

37%

Index:

75

By Genders By Person’s Age

% Composition Advertising UVs

Index:

95

Index:

123

Index:

136

Index:

109

Index:

91

Index:

68

© comScore, Inc. Proprietary. 6

2012 Automotive Manufacturer creative examples

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Finance

© comScore, Inc. Proprietary. 8

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

Dis

pla

y A

d I

mp

ressio

ns (

000)

2012 Digital Advertising Trend on the Finance Category

In 2012, digital advertising by the Finance category grew 20% year

over year

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jan – Dec 2012

© comScore, Inc. Proprietary. 9

Demographic exposure to display ad impressions on Banking sites in

October (most advertised month)

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Oct 2012

19%

34% 18%

29%

Less than $40,000 $40,000 - $74,999 $75,000 - $99,999 $100,000 or more

BY Household Income (CAD)

% Composition Advertising UVs

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Consumer Packaged Goods

*CPG = Consumer Goods (excluding Restaurants)

© comScore, Inc. Proprietary. 11

2012 Digital Advertising Trend on the CPG* Category

In 2012, digital advertising by the CPG* category grew 5% year over

year, averaging over 2.2 Billion display ad impressions monthly

*CPG = Consumer Goods (excluding Restaurants)

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jan – Dec 2012

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2011 & 2012

26,545,292

25,164,020 CPG*

Display Ad Impressions (000)

2011 2012

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

2,200,000

2,400,000

2,600,000

2,800,000

3,000,000

Dis

pla

y A

d I

mp

ressio

ns (

000)

Annual Digital Advertising by the CPG* Category

© comScore, Inc. Proprietary. 12

41% of all CPG*advertising is Health & Beauty related

*CPG = Consumer Goods (excluding Restaurants)

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012

0% 10% 20% 30% 40% 50%

Frozen Foods

Pet Care

Paper Products

Dairy

Beverages

Babycare

Alcoholic Beverages

Household & Cleaning Supplies

Food & Grocery

Health & Beauty

Share Within Category

Annual Digital Advertising within CPG* Category

© comScore, Inc. Proprietary. 13

Overall online CPG* advertising is lead by P&G, but Clearly Contacts

is the top product advertised online within CPG*

*CPG = Consumer Goods (excluding Restaurants)

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012

Kraft Foods Inc.

Nestle S.A.

Kellogg Company

Condis BV(Clearly Contacts)

Procter & Gamble Co.

Share Within Category

Top 5 CPG* Advertisers in 2012

All-Bran

Molson

Duracell

Listerine

Febreze

Nestle Baby

Gillette

Tide

Kellogg's

Clearly Contacts

Share Within Category

Top 10 CPG* Products in 2012

© comScore, Inc. Proprietary. 14

2012 CPG* creative examples

*CPG = Consumer Goods (excluding Restaurants)

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Advertising on Social Media

© comScore, Inc. Proprietary. 16

Display advertisements increased by 228% year over year on Social

Media sites

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, 2nd Half Aggregate 2011 & 2012

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

Total Internet

2H 2011 2H 2012

Socially Enabled Display Ad Impressions (000)

+228%

Socially Enabled Ads = Any ad that when clicked links to

a site in the Media Metrix Social Networking category

© comScore, Inc. Proprietary. 17

Socially enabled display advertisements grew significantly amongst

key focused categories

*CPG = Consumer Goods (excluding Restaurants)

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, 2nd Half Aggregate 2011 & 2012

0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000

CPG*

Finance

Automotive Manufacturers

2H 2011 2H 2012

Socially Enabled Display Ad Impressions (000)

+325%

+937%

+52%