8/12/2019 ComScore the Digital World in Focus DMA 2013
1/50
comScore, Inc. Proprietary.
The Digital World in Focus
Gian Fulgoni
Executive Chairman
comScore, Inc.
8/12/2019 ComScore the Digital World in Focus DMA 2013
2/50
comScore, Inc. Proprietary. 2
comScore is a leading internet technology company thatprovides Data & Analytics for a Digital World
NASDAQ SCOR
Clients 2,100+ Worldwide
Employees 1,000+
Headquarters Reston, Virginia, USA
Global
Coverage
Measurement from 172 Countries; 44 Markets
Reported
Big Data Over 1.5 Trillion Digital Interactions CapturedMonthly
V0113
8/12/2019 ComScore the Digital World in Focus DMA 2013
3/50
comScore, Inc. Proprietary. 3
Data sourced from comScores global panel of 2 million Internet users
2 Million Person Panel360View of Person Behavior
CENSUS
Unified Digital Measurement (UDM)Patent-Pending Methodology
1 Million Domains ParticipatingAdopted by 90% of Top 100 U.S. Media Properties
PANEL
PERSON -Centric Panel withWEBSITE -Census Measurement
Web Visiting& SearchBehavior Online
AdvertisingExposure
AdvertisingEffectiveness
Demographics,
Lifestyles& Attitudes
Media & Video
Consumption
Transactions
Online
& OfflineBuying
Mobile InternetUsage & Behavior
PANEL
V0411
Plus 5 Million TV Set Top Boxes for 3-Screen Measurement
8/12/2019 ComScore the Digital World in Focus DMA 2013
4/50
comScore, Inc. Proprietary. 4
Topics for Today
Global OverviewInternet User TrendsTop Online Properties
Social MediaSearchOnline VideoMobileMulti-Platform
Lessons Learned About DigitalAdvertising
8/12/2019 ComScore the Digital World in Focus DMA 2013
5/50
comScore, Inc. Proprietary.
comScore, Inc. Proprietary.
GLOBAL OVERVIEW
#FutureinFocus
8/12/2019 ComScore the Digital World in Focus DMA 2013
6/50
comScore, Inc. Proprietary. 6
66%
13%
34%
87%
1996 2012
Outside US
Distribution of Worldwide Internet AudienceThe U.S. is no Longer the Centre of the Online Universe
Source: comScore MMX, December 2012, Worldwide 15+,
AsiaPacific
42%
Europe27%
NorthAmerica
14%
MiddleEast - Africa
9%
LatinAmerica
8%
Outside US
8/12/2019 ComScore the Digital World in Focus DMA 2013
7/50
comScore, Inc. Proprietary. 7Source: comScore MMX, December 2012, Europe 15+
Online Desktop Audience Across the GlobeChina Comprises 22% of Global AudienceBrazil and India Post Highest Growth
351.2
196.3
78.3 73.7 65.5 64.353.0
42.6 39.2 29.5 25.6 24.7 23.9 22.8 20.0 16.8 15.2 14.5 T o t a l M o n
t h l y U n i q u e
V i s i t o r s
( 0 0 0 )
Indias internet audience grew 25% sinceJuly 2012, overtaking Japan as the worlds3 rd largest internet audience
Brazils web population posted the highestgrowth worldwide, increasing by 41% sinceJuly 2012
8/12/2019 ComScore the Digital World in Focus DMA 2013
8/50
comScore, Inc. Proprietary. 8
35.925.8 25.4
21.017.6
North America Europe Latin America Asia Pacific Middle East - Africa M o n
t h l y H o u r s p e r
V i s i t o r
Source: comScore MMX, July 2012 and July 2013, Worldwide 15+,
Time Spent and Growth Across Regions Asia Pacific is Largest and Still Growing, Lat Am has Highest Percent Growth
Global Average:24.5 Hours a Month
617
399
213134 134
655
419
222152 134
Asia Pacific Europe North America Latin America Middle East -Africa
M o n
t h l y U n i q u e
V i s i t o r s
( M M )
Jul-12Jul-13
+6%
+5%
+4%
+13% ---
8/12/2019 ComScore the Digital World in Focus DMA 2013
9/50
comScore, Inc. Proprietary. 9Source: comScore MMX, July 2013
Engagement Across Global AudiencesHeavy Users Not Only in Europe and North America; Emerging Markets Post High Usage Too
46.936.3
34.833.132.1
29.328.3
27.426.4
25.924.724.724.624.524.424.3
23.723.6
23.022.7
Italy United States
United Kingdom Canada Brazil
Vietnam Turkey France
Argentina Israel
Taiwan Finland
Spain Netherlands
Poland
Thailand Chile
China Hong Kong
Russian Federation
A v e r a g e
M o n
t h l y H o u r s p e r
V i s i t o r
8/12/2019 ComScore the Digital World in Focus DMA 2013
10/50
comScore, Inc. Proprietary. 10
Established Online Audiences in North America, Europe Skew Older60 percent of Latin American Web Audience is Under 35
26%
28%
21%
21%
32%
26%
30%
24%
18%
28%
21%
23%
21%
18%
20%
14%
11%
17%
18%
12%
13%
8%
16%
26%
8%
WW
Asia Pacific
Europe
North America
Latin America
% o
f O n
l i n e
P o p u l a
t i o n
Persons: 15-24 Persons: 25-34 Persons: 35-44
Persons: 45-54 Persons: 55+
Internet Audience 15+ accessing Internet from a Home or Work DesktopSource: comScore Media Metrix, July 2013
8/12/2019 ComScore the Digital World in Focus DMA 2013
11/50
comScore, Inc. Proprietary. 11
Women Spend Less Time Online than Men in All RegionsPercent Difference in Usage is Largest in Lat Am, Europe
25.321.5
27.2
37.6
27.023.7
20.424.3
34.3
23.8
WW Asia Pacific Europe NorthAmerica LatinAmerica
A v e r a g e
M o n
t h l y H o u r s
p e r
V i s i t o r
Males 15+
Females 15+
Female Share of Internet Population
47% 45% 49% 51% 49%
Internet Audience 15+ accessing Internet from a Home or Work DesktopSource: comScore Media Metrix, July 2013
8/12/2019 ComScore the Digital World in Focus DMA 2013
12/50
comScore, Inc. Proprietary. 12
Males 35-44 are Heaviest Users Among Age/Gender Groups Among Women, 45-54 year-olds are the Heaviest Desktop Internet Users
25.3
23.5
25.1
22.6
26.4
24.0
25.324.9
23.824.3
Males Females
A v e r a g e
M o n
t h l y H o u r s
O n l
i n e p e r
U s e r
15-24 25-34 35-44 45-54 55
Internet Audience 15+ accessing Internet from a Home or Work DesktopSource: comScore Media Metrix, July 2013, Worldwide
8/12/2019 ComScore the Digital World in Focus DMA 2013
13/50
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
TOP ONLINE PROPERTIES
8/12/2019 ComScore the Digital World in Focus DMA 2013
14/50
comScore, Inc. Proprietary. 14
Top Global Web Properties
1,208,800
877,967
796,943
724,542
492,107
403,717
358,243
341,391
317,744
317,645
Google Sites
Microsoft Sites
Yahoo! Sites
Wikimedia FoundationSites
Amazon Sites
Baidu.com Inc.
TENCENT Inc.
Alibaba.comCorporation
Sohu.com Inc.
219.3
56.1
362.1
128.5
12.1
22.0
72.1
247.0
128.6
32.4
Unique Visitors (000) Minutes per Visitor
Internet Audience 15+ accessing Internet from a Home or Work DesktopSource: comScore Media Metrix, July 2013
8/12/2019 ComScore the Digital World in Focus DMA 2013
15/50
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
SOCIAL MEDIA
8/12/2019 ComScore the Digital World in Focus DMA 2013
16/50
comScore, Inc. Proprietary. 16
Most Avid Users of Desktop-based Social Networking in Latin AmericaLowest Reach and Usage of Category in Asia Pacific
79.5%
71.9%
83.3%
88.0%
94.0%
74.4%
Worldwide
Asia Pacific
Europe
North America
Latin America
Middle East-Africa
Monthly Reach of Social Networking
5.6
2.4
8.1
5.4
9.0
7.0
Average Monthly Time Spent
on Social Networking (Hours)
Internet Audience 15+ accessing Internet from a Home or Work DesktopSource: comScore Media Metrix, July 2013
8/12/2019 ComScore the Digital World in Focus DMA 2013
17/50
comScore, Inc. Proprietary. 17
Virtually All Time Social Networking in Latin Americais Spent on Facebook
80% 69%
99%
69%
87%94%
World-Wide
Europe LatinAmerica
AsiaPacific
NorthAmerica
MiddleEast - Africa
Facebook Share of Total Minutes Spent on Social NetworkingBy Region
Share of [M]FACEBOOK.COM Minutes vs. Social Networking CategoryInternet Audience 15+ accessing Internet from a Home or Work DesktopSource: comScore Media Metrix, July 2013
8/12/2019 ComScore the Digital World in Focus DMA 2013
18/50
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
SEARCH
#FutureinFocus
8/12/2019 ComScore the Digital World in Focus DMA 2013
19/50
comScore, Inc. Proprietary. 19Source: comScore, qSearch, December 2012, UK 6+
Google Captures Lions Share of Searches in All Markets but Asia,Where Baidu Ranks on Par With Google
Asia Pacific Europe NorthAmerica
LatinAmerica
Middle East- Africa
Google Sites All Other
TotalSearches
(MM)
GoogleShare ofSearches
62,794
50,425
34,063
21,136
9,36134%
75%
67% 88%89%
8/12/2019 ComScore the Digital World in Focus DMA 2013
20/50
comScore, Inc. Proprietary. 20Source: comScore, qSearch, December 2012, Europe 15+
Google Captures 86% of the EU Search Engine Market
86%
10%
2%1%1%
S h a r e o f
M o n
t h l y
S e a r c
h e s
Google Search
Yandex Web
Search Mail.Ru - Search
Bing
Ask Network
8/12/2019 ComScore the Digital World in Focus DMA 2013
21/50
comScore, Inc. Proprietary. 21Source: comScore, qSearch, July 2013, Asia Pacific15+
Google, Baidu Near Even in Asia Pacific Search Engine Market
39%
34%
10%
9%
8%
S h a r e o f
M o n
t h l y
S e a r c h e s
Google Sites
Baidu.com Inc.
Alibaba.comCorporation Qihoo.com Sites
8/12/2019 ComScore the Digital World in Focus DMA 2013
22/50
comScore, Inc. Proprietary. 22Source: comScore, qSearch, July 2013
Turkey Leads The Way With Most Searches per SearcherWorldwide Average for July 2013 is 110 Searches per Searcher
201
173162 160 155 155 149 147 146 145
130 127 124 123 123 121 117 115 115 111
M o n
t h l y S e a r c h e s p e r
S e a r c
h e rSearches Per Searcher Per Month
8/12/2019 ComScore the Digital World in Focus DMA 2013
23/50
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
ONLINE VIDEO
#FutureinFocus
Online Video Reaches 1 3 Billion Viewers Worldwide on a monthly
8/12/2019 ComScore the Digital World in Focus DMA 2013
24/50
comScore, Inc. Proprietary. 24
50
70
90
110
130
150
170
190
210
Videos per Viewer
Source: comScore Video Metrix, July 2012 to July 2013, Worldwide 15+
Online Video Reaches 1.3 Billion Viewers Worldwide on a monthlybasis
Average Consumption Shows some Seasonality, up 13% YOY
July2013
July2013
13%
7%
1,200,0001,220,0001,240,0001,260,0001,280,0001,300,0001,320,000
1,340,0001,360,000 Online Video Growth on Desktop
July2012
July2012
Total Unique Viewers (000)
Average Videos per Viewer
8/12/2019 ComScore the Digital World in Focus DMA 2013
25/50
comScore, Inc. Proprietary. 25Source: comScore Video Metrix, July 2013, Worldwide 15+
Google (i.e. YouTube) Still King of Online Video
Videos per Viewer100.5
14.0
20.0
15.1
15.0
8.8
13.3
12.9
11.5
15.3
YouTube accounts for99.7% of Googlesvideo viewers
794,919
319,873
268,072
248,681
231,916
223,317
214,268
213,688
192,479
170,171
Google Sites
Youku Inc.
VEVO
TENCENT Inc.
Viacom Digital
Sohu.com Inc.
Tudou Sites
BrightRollPlatform
IQIYI.COM
Top 10 Destinations for Online VideosTotal Monthly Viewers
(000)
8/12/2019 ComScore the Digital World in Focus DMA 2013
26/50
comScore, Inc. Proprietary. 26Source: comScore Video Metrix, December 2012
82 MILLION AMERICANSARE GOING TO WATCH
1.6 BILLION VIDEOSTODAY
8/12/2019 ComScore the Digital World in Focus DMA 2013
27/50
comScore, Inc. Proprietary. 27Source: comScore Video Metrix, December 2012
NUMBER OF VIDEOSWATCHED ONLINE IN U.S.
+800%
OVER LAST 6 YEARS
Huge Upside: Time spent watching online video in the U S is equivalent to
8/12/2019 ComScore the Digital World in Focus DMA 2013
28/50
comScore, Inc. Proprietary. 28
44,999
2,365
TV (Live + Time-Shifted) Online Video
Huge Upside: Time spent watching online video in the U.S. is equivalent toonly 5% of the time spent watching TV. Will this increase rapidly because ofviewing patterns of younger segments?
Monthly Hours (Millions) Spent Watching TV vs. Online Video
SOURCE: TV: Nielsen Cross Platform Report, Q2 2013
Online Video: comScore Video Metrix, US, June 2013
Time Spent WatchingOnline Video Equivalent
to 5% of TV
8/12/2019 ComScore the Digital World in Focus DMA 2013
29/50
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
MOBILE LANDSCAPE
#FutureinFocus
8/12/2019 ComScore the Digital World in Focus DMA 2013
30/50
comScore, Inc. Proprietary. 30Source: comScore MobiLens, 3 month average ending July 2013
United
States
Japan
Germany
UK
Italy
France
Spain
Size of Global Mobile Audiences & Smartphone Penetration
238.5
Total MobileAudience (MM)Smartphone Users
102.7
61.0
49.5
48.0
47.5
36.0
60%
36%
59%
70%
59%
59%
74%
Th Wh Wh f h EU5 S h M k
8/12/2019 ComScore the Digital World in Focus DMA 2013
31/50
comScore, Inc. Proprietary. 31Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+
The Whos Who of the EU5 Smartphone Market Leading Smartphone Handset Manufacturers and Operating Systems
32%
21%16%
9%
7%
15%
Top 5 Smartphone Handset Manufacturers (OEM)
Samsung
Apple
Nokia
HTC
RIM
Other
50%
20%
15%
7%5% 3%
Top 5 Smartphone Operating System (OS)
Apple
Symbian
RIM
Microsoft
Other
Th Wh Wh f h U S S h M k
8/12/2019 ComScore the Digital World in Focus DMA 2013
32/50
comScore, Inc. Proprietary. 32Source: comScore MobiLens, 3 month average ending July 2013, US, 13+
The Whos Who of the U.S. Smartphone Market Leading Smartphone Handset Manufacturers and Platforms
44%
26%
9%
7%
7%5%2%
Top Smartphone Handset Manufacturers(OEM)
Apple
Samsung
HTC
Motorola
LG
BlackBerry
Nokia
52%41%
4%3%0%
Top Smartphone Operating System (OS)
Android
Apple
BlackBerry
Microsoft
Symbian
8/12/2019 ComScore the Digital World in Focus DMA 2013
33/50
comScore, Inc. Proprietary. 33
MULTI-PLATFORM USAGE IN THE U.S.
The Bra e Ne Digital World: Adoption of Smartphones & Tablets has
8/12/2019 ComScore the Digital World in Focus DMA 2013
34/50
comScore, Inc. Proprietary. 34
The Brave New Digital World: Adoption of Smartphones & Tablets hasdramatically changed the digital media landscape
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
N u m
b e r o
f D e v i c e
O w n e r s
143 MILLION
71 MILLION
Number of Device Owners (Smartphone and Tablet)
Source: comScore MobiLens/TabLens 3 month average ending June 2013
+25%vs. YA
+55%
Vs. YA
8/12/2019 ComScore the Digital World in Focus DMA 2013
35/50
comScore, Inc. Proprietary. 35Source: comScore Device Essentials, Monday, 21 st January 2013, UK
Devices Play Different Roles Throughout the Day
S h a r e o f
D e v
i c e
P a g e
T r a f
f i c o n a
T y p i c a
l W o r
k d a y
Mobile brightens the commute
Source: comScore Device Essentials, Monday, 21 st January 2013, US
Tablets popular at
nightPCs dominateworking hours
Smartphones and Tablets have driven a doubling of time spent with
8/12/2019 ComScore the Digital World in Focus DMA 2013
36/50
comScore, Inc. Proprietary. 36
p g pdigital media over past 3 years. In total, no evidence of desktopcannibalization
416 477
81
381
100
May 2010 U.S. May 2013 U.S.
Tablet
+93%
Total U.S. Digital Media Time by Platform
(Billions Minutes)
+370%Phone
+15%Desktop
Source: comScore Media Metrix Multi-Platform
Desktop consumption of Weather content has been cannibalized
8/12/2019 ComScore the Digital World in Focus DMA 2013
37/50
comScore, Inc. Proprietary. 37
p pby extensive phone use; while engagement with Sports content hasseen strong growth across all platforms
6.57.8
0.7
3.5
1.1
Feb-10 Feb-13
Tablet
Smartphone
Desktop
3.2
1.7
0.4
2.1
0.4
Feb-10 Feb-13
Tablet
Smartphone
Desktop
Sports Category Weather Category
U.S. Time Spent in Minutes (Billions) by Platform: Desktop, Smartphone & TabletSource: comScore Media Metrix Multi-Platform, U.S., February 2013
8/12/2019 ComScore the Digital World in Focus DMA 2013
38/50
comScore, Inc. Proprietary. 38
Research Lab:A Look into the Future
Billion Dollar
8/12/2019 ComScore the Digital World in Focus DMA 2013
39/50
comScore, Inc. Proprietary. 39
4hr 19min 4hr 28min 5hr6hr 7min
50 min59 min
55 min51 min
40 min
47 min
TV Only TV + PC/LaptopOnly
TV + PC/Laptop +Mobile Only
TV + PC/Laptop +Mobile + Tablet
More Screens = More Time Spent on Every Device
Average Time Spent Per Day Following Olympics
4hr 19min
5hr 18min
6hr 50min
8hr 29min
TVOnly
TV +PC/Laptop
TV +PC/Laptop +
Mobile
TV +PC/Laptop +
Mobile +Tablet
Tablet Mobile
PC/Laptop
TV
The Internet is not yet displacing TV in the U.S.:
8/12/2019 ComScore the Digital World in Focus DMA 2013
40/50
comScore, Inc. Proprietary. 40
SOURCE TV: Nielsen Cross Platform Report, US, Q1 2013
SOURCE Internet: comScore Media Metrix Multi-Platform, US, Q1 2013
y p gTime spent online using desktop and mobile devices equals only one-third of time spent watching TV
TVInternet (Desktop + Mobile)
48,361
16,466
U.S. Monthly Total Hours Spent in Q1 2013TV vs. Multi-Platform Internet Use (Millions of Hours )
Note : TV inc ludes Live and Timeshi f ted v iewing .In terne t inc ludes Desktop , Smar tpho ne and Table t consum pt ion .
8/12/2019 ComScore the Digital World in Focus DMA 2013
41/50
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
DIGITAL ADVERTISING: LESSONS LEARNED
#FutureinFocus
8/12/2019 ComScore the Digital World in Focus DMA 2013
42/50
comScore, Inc. Proprietary. 42
Four Key Challenges with All Digital Advertising
Viewability Brand SafetyTargeting Fraud
8/12/2019 ComScore the Digital World in Focus DMA 2013
43/50
comScore, Inc. Proprietary. 43Source: comScore 2011
The Cookie Challenge
Branding advertisers on TV are accustomed to audience guarantees and
expect the same in digitalAccuracy of cookie-based digital media plan delivery is problematic
Cookie Deletion Cookies Are Not People
b l l
8/12/2019 ComScore the Digital World in Focus DMA 2013
44/50
comScore, Inc. Proprietary. 44vCE Charter Study (2012)
Viewability: In-view rates are low
comScore vCE Benchmarks (2013)
1000s campaigns, 290 billion impressions
Mix of advertisers
Mix of publishers
46%54%
Real -World Scenario
IN-VIEWNOT IN-VIEW
Premium Publishers Boast Higher Average In-View Rates than Ad
8/12/2019 ComScore the Digital World in Focus DMA 2013
45/50
comScore, Inc. Proprietary. 45
Premium Publishers Boast Higher Average In View Rates than AdNetworks/Exchanges
Huge return from increasing viewability: A 40% increase in viewability
8/12/2019 ComScore the Digital World in Focus DMA 2013
46/50
comScore, Inc. Proprietary. 4640% improvement in viewability generating 75% increase in sales impact
Huge return from increasing viewability: A 40% increase in viewabilitydrives a 75% increase in sales lift for Kelloggs
Digital Sales Lift IndexSales Lift Indexed to 100 for Less Than 50% Viewability of Impressions
Less Than 50%Viewability
At Least 70%Viewability
100
175
Using comScore vCE, campaign delivery can be monitored and optimizedi fli h I h l b l P bli h 1 i d li i l i
8/12/2019 ComScore the Digital World in Focus DMA 2013
47/50
comScore, Inc. Proprietary. 47
in-flight. In the example below, Publisher 1 is delivering results superior toPublishers 2 & 3 and would receive a greater share of ad spend
In-Flight Campaign Optimization by PublisherBased on Cost and Effectiveness
Opportunity to optimize - budgets follow performance Multiple publishers, each with high reach potential Wide variance in performance observed
Brand X - Q3/Q4
Publisher AvgFrequencyImpressions
in TargetImpressions
in ViewLift in
Awareness CPM
1 3.5 24.5% 83% 5.74 $2.44
2 3.0 16.9% 91% 0.55 $9.08
3 8.4 23.5% 71% 0 $8.62
Real-Time: In-flight optimization of Reach, Frequency and Targeting is
8/12/2019 ComScore the Digital World in Focus DMA 2013
48/50
comScore, Inc. Proprietary. 48
g p , q y g gdriving rapid gains in marketing ROI for Kelloggs
Year 1 Year 2 1H Year 3
ROI
3X
6X
Year 1 Year 2 1H Year 3
ROI2X
5X
Brand 1 ROI Brand 2 ROI
Increase in ROI from Improved In-Flight Targeting
K T k
8/12/2019 ComScore the Digital World in Focus DMA 2013
49/50
comScore, Inc. Proprietary. 49
Key Takeaways
Internet use surging on a global basis and the U.S. is no longer center
of the digital world. China now has worlds largest desktop user base. Google, Microsoft and Facebook are the top three global properties
Facebook dominates social networking on a global basis
Google dominates search in all regions with the exception of Asia-Pac
1.3 billion people around the world watch online video on a monthlybasis, with strong growth occurring in number of viewers and videosviewed. YouTube dominates
With the availability of smartphones and tablets, the multi-platformomnivore has emerged. But, its not a zero -sum game: More devicesresult in more time on all devices, including TV
In-flight optimization of digital media plans in terms of reach,frequency, targeting and viewability can dramatically increase ROI
8/12/2019 ComScore the Digital World in Focus DMA 2013
50/50
Thank You!The Digital World in Focus
For more information about comScore,please email us at: