comScore presentation adtech Singapore 2012

State of the Global and Local Internet
Lessons Learned from the Digital Measurement Trenches Of
Online Advertising

Greg Dale, comScore, Inc. Twitter: @comScoreAPAC
EVP International @comScore

Discussion Topics

§  A Brief Introduction to comScore
§  Key Trends Shaping the Digital Landscape
§  Lessons Learned About Online Advertising and the
Future of the Digital Economy

© comScore, Inc. Proprietary. 2

comScore’s UDM Approach Leverages the Best of Panel & Server Data

2 Million Person Panel PERSON-Centric Panel with
360°View of Person Behavior SITE-Census Measurement

Web Visiting
& Search
Online Behavior Online
& Offline Advertising
Buying Exposure PANEL CENSUS

Advertising
Transactions Effectiveness

Media & Video Demographics,
Consumption Lifestyles
PANEL
& Attitudes
Unified Digital Measurement™ (UDM)
Mobile Internet
Usage & Behavior Patent-Pending Methodology
1 Million Domains Participating
Adopted by 80% of Top 100 Global Media Properties

And, a behavioral cross-platform measurement capability
3
© comScore, Inc. Proprietary. V0411

comScore is a Global Leader in Measuring the Digital World

NASDAQ SCOR
Clients 1,900+ worldwide
Employees 1,000+
Headquarters Reston, VA
170+ countries under measurement;
Global Coverage
44 markets reported
Local Presence 32+ locations in 23 countries

© comScore, Inc. Proprietary. 4 V0411

A GLOBAL AND LOCAL LOOK AT
TODAY’S DIGITAL LANDSCAPE


Today’s Global Internet User

1 in 5 24
Minutes Spent Number of Hours
Social Networking Spent Online

174 2,300
Online Videos pages of content
Viewed consumed

121 56
Searches Distinct Visits
Performed to the Web
Source: comScore Media Metrix, qSearch and Video Metrix, Visitors Age 15+ Home/
© comScore, Inc. Proprietary. 6 Work Location, Worldwide, April 2012

The U.S. Is No Longer the Center of the Online Universe

U.S. Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience

Middle
Rest of the East-
World 34% Latin
Africa,
America,
8.9% Asia
8.9%
Pacific,
87% North 41.1%
America,
U.S. 14.5%
66% Asia Pacific

13% Europe,
26.6%
1996 2011

In 1996, 2/3 of world’s Internet population was in the US, yet
today Asia Pacific is the largest region with over 40% of the
online population.
© comScore, Inc. Proprietary. 7 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012

Latin America, Middle East-Africa and Asia Pacific Driving Growth of
Global Internet

Worldwide Online Population
(Millions)
+9%
1,478
1362.4

Apr-11 Apr-12

+9% +8% +4% +13% +11%
557 607
365 394
206 214 117 132 118 131

Asia Pacific Europe North Latin Middle East -
America America Africa

© comScore, Inc. Proprietary. 8 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012 vs.
Apr-2011

China, the U.S. and Japan Represent Largest Online Populations

World’s Largest Internet Markets
Unique Visitors (000)
China 333,930
United States 188,478
Japan 73,466
India 57,838
Russia 56,924
Germany 51,600
Brazil 45,478
France 43,207
United Kingdom 37,613
South Korea 31,005

© comScore, Inc. Proprietary. 9 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012

Southeast Asia and Latin America Account for the Majority of Today’s
Fastest Growing Online Populations

Italy Singapore
Venezuela +24% +14%
+62% Mexico Colombia
+22% +13%
India
+34% Russia Philippines
+19% +11%
Indonesia
+29% Ireland Malaysia
+16% +9%
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012
© comScore, Inc. Proprietary. 10 vs. April 2011

Southeast Asia Accounts for Half of the World’s Youngest Markets

% of Internet Audience Under Age 35
India 74.7%
Thailand 74.4%
Vietnam 73.3%
Venezuela 71.2%
Indonesia 70.7%
Philippines 70.6%
Turkey 70.6%
Colombia 65.8%
Mexico 62.6%
Malaysia 62.3%
Singapore 52.8%


These Young Users Account for an Even Greater Share of Time

Share of Total Online Minutes

Thailand 77.5% 22.5%

Vietnam 78.6% 21.4%

Indonesia 71.4% 28.6%

Philippines 71.0% 29.0%

Malaysia 65.0% 35.0%

Singapore 58.4% 41.6%

Under Age 35 Age 35 and Older


But in Most of SEA, Total Engagement Falls Below Global Average

Average Hours Spent Online, April 2012
39.6
37.1

29.8 29.1
23.8
21.5 19.2
17.4 16.3

ide . UK nd am ore es sia sia
ldw U.S aila ietn gap ppin alay Indone
Wor Th V Sin Phil
i M


5 KEY TRENDS SHAPING THE
DIGITAL LANDSCAPE

Ø SOCIAL NETWORKING
Ø E-COMMERCE
Ø ONLINE VIDEO
Ø MOBILE
Ø DIGITAL ADVERTISING


SOCIAL
NETWORKING


The Rise of the Global Social Networking Audience

Worldwide Total Unique Visitors (MM)
1,600

1,400
+88%
Total Internet
1,200

1,000
+174%
Social
800 Networking

600

400

200

0
2007 2008 2009 2010 2011

Source: comScore Media Metrix, March 2007 - October 2011

Nearly in 1 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

Time Spent on Key Categories Online
Worldwide Hours per Month (Billions)

Source: comScore Media Metrix, March 2007 - October 2011

3 in 4 minutes on social networking
sites globally are spent on Facebook

1
in 7 minutes spent online
are spent on Facebook

Source: comScore Media Metrix, April 2012

3 Facebook’s worldwide site rank

55% Facebook’s global
penetration

1 Market in Southeast
Asia where Facebook
does not lead SN
category (Vietnam)

Source: comScore Media Metrix, April 2012

The Philippines has the Highest Reach for Social Networking, but
Thailand is Home to the Most Engaged Social Networkers

Social Networking % Reach of Social Networking Average
Visitors Hours per Visitor

Philippines 96.0% Thailand 8.9

Singapore 94.7%Philippines 8.0

Malaysia 94.2% Malaysia 5.6

Indonesia 92.6% Indonesia 4.9

Thailand 92.5% Singapore 3.7

Vietnam 86.3% Vietnam 3.7


Facebook and Twitter Lead Most SEA Markets Except Vietnam

SINGAPORE % Reach MALAYSIA % Reach
Facebook.com 72.1% Facebook.com 86.6%
Twitter.com 19.9% Twitter.com 16.0%
LinkedIn.com 12.4% Digg.com 6.5%

INDONESIA % Reach PHILIPPINES % Reach
Facebook.com 84.6% Facebook.com 94.3%
Twitter.com 31.6% Twitter.com 25.5%
Multiply.com 13.4% Multiply 12.0%

THAILAND % Reach VIETNAM % Reach
Facebook.com 87.4% ZING Me 58.7%
Twitter.com 14.7% Facebook.com 49.4%
Pantown.com 8.3% Yahoo! Profile 10.2%


Emerging Social Networks: “Pinning” Takes off in Southeast Asia

100
90 Philippines
Total Unique Visitors (000)

80 Malaysia
70 Thailand
60
Indonesia
50
Singapore
40
Vietnam
30
20
10
0
Nov-2011 Dec-2011 Jan-2012 Feb-2012 Mar-2012 Apr-2012


In Singapore, Women Account for 9 in 10 Minutes Spent on Pinterest

Female Male

%
Composition 56.3% 43.7%
of Visitors

%
Composition 89.8% 10.2%
of Minutes

Source: comScore Media Metrix, Singapore, Visitors Age 15+ Home/Work Location,
© comScore, Inc. Proprietary. 23 April 2012

e-Commerce


Asia Pacific Falls Below the Global Average for Retail Visitation

% Reach of Retail Category % Reach of Retail Category APAC
by Global Region Taiwan 85.8%
Japan 83.9%
Worldwide 72.0%
New Zealand 80.7%
Vietnam 79.2%
North America 88.6% Australia 72.7%
South Korea 72.4%
Europe 78.1% Hong Kong 70.0%
Singapore 67.2%
Latin America 70.6% Thailand 66.8%
China 64.9%
Asia Pacific 67.0% India 57.6%
Indonesia 54.9%
Middle East - Philippines 50.7%
51.2%
Africa
Malaysia 50.2%
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012

But Markets Across the Region are Seeing Strong Growth in Retail

Growth in Retail Category Visitors (000)
+39% Apr-11 Apr-12
6,932 +13%
5,922
5,238
4,970
+21%

+13%
3,150
2,596
1,968 2,216

Indonesia Malaysia Philippines Singapore


Deal Sites Also Witnessing Significant Local Adoption
Indonesia Thailand

Malaysia Philippines


Travel and Retail Correlates with Online Banking in Developing Digital
Markets

Singapore Malaysia

India UK

© comScore, Inc. Proprietary. 28 Source: comScore Media Metrix Media, March 2012

ONLINE VIDEO


1.2 Billion People Worldwide Viewed a Total of 211 Billion Videos in Apr

Top Global Video Properties by Share of
Videos Viewed (Billions) Videos

Google Sites 87.6 41.4%

Youku Inc. 4.1 1.9%

Dwango Co., Ltd. 3.5 1.6%
2 in every 5
VEVO 3.1 Videos 1.5%
Viewed on
Tencent Inc. 2.7 YouTube 1.3%

Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, April 2012,
© comScore, Inc. Proprietary. 30 Worldwide

Online Video’s Blockbuster Year: Viewers Up Double Digits in
Singapore and Malaysia

Video Viewers (000) in Singapore and Malaysia

Video Metrix will be introduced
shortly for the Philippines,
+ 11%
Indonesia and Vietnam.
9,491
8,584

+ 18%

2,338 2,748

Singapore Malaysia

Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, Apr-2012 vs.
© comScore, Inc. Proprietary. 31 Apr-2011, Singapore and Malaysia

Video Viewers in Singapore Watched an Average of 160 Videos
Online in April, Growing 46% in the Past Year

Average Videos per Viewer in Singapore +46%
In Past
160 Year
150
140
130
120
110
100
90
80
Apr-2011 Apr-2012
Source: comScore Video Metrix, Viewers Age 6+ Home/Work Location, Apr-2012 vs.
© comScore, Inc. Proprietary. 32 Apr-2011. Singapore

Top Video Destinations in Singapore: YouTube, VEVO & Facebook

Top Video Properties in Singapore by Unique
Viewers (000)
Google Sites 2,133
VEVO 770
Facebook.com 722
Yahoo! Sites 706
Funshion.com 654
Dailymotion.com 577
Viacom Digital 550
Tudou Sites 509
Microsoft Sites 457
Youku Inc. 261

© comScore, Inc. Proprietary. 33 Singapore

YouTube Partner Channels Attract Loyal Following

CHANNELS
Videos per
Top Channels in Singapore by Viewers (000) Viewer

Machinima @ YouTube 419 12.3

FullScreen @ YouTube 238 3.9

Maker Studios Inc. @ YouTube 211 11.2

sment @ YouTube 181 7.5

BroadbandTV @ YouTube 175 4.3


MOBILE


Mobile & Tablet Devices Shifting How Users Connect Across the Globe

Non-Computer Traffic for Selected Markets
Mobile Tablet Other

Singapore 11.5%
UK 9.5%
U.S. 8.2%
Australia 7.7%
Japan 7.1%
Canada 6.5%
Spain 5.2%
India 5.1%
France 2.8%
Brazil 1.5%

© comScore, Inc. Proprietary. 36 Source: comScore Device Essentials, Dec-2011

Although Mobile Drives Majority of Non-Computer Traffic in SEA,
Tablets Account for More than 40% in Malaysia, Philippines, Thailand

Share of Non-Computer Traffic by Market
Mobile Tablet Other

9.4%
21.5%
39.3% 44.5%
42.8% 46.2%

90.2%
77.8%
58.9% 54.6% 49.5% 51.0%

Singapore Malaysia Philippines Thailand Vietnam Indonesia

© comScore, Inc. Proprietary. 37 Source: comScore Device Essentials, March 2012

iOS Leads Among Operating Systems on Non-computer Devices in
Singapore – Particularly on Tablets, with 91% of Tablet Page Views

Singapore: Device Share of Non-Computer Traffic
Mobile Other Tablet

1.7%

8.7%

Other 26.1%
39.3% RIM
RIM
Android
Symbian
68.8% 91.0%
Android 58.9% iOS
iOS

Mobile Tablet

© comScore, Inc. Proprietary. 38 Source: comScore Device Essentials, Singapore, March 2012

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 39 Source: comScore Device Essential, Week of May 14, 2012,

Users Spend More Time on Facebook on their Mobile than PCs in U.S.

Average Monthly Minutes per Visitor for
Selected Mobile Social Networking Sites (U.S.)

441.3

145.6

114.4 Higher than
Fixed Internet
68.4

52.9 Apps drove the majority
of engagement,
12.9 representing 4 in every 5
mobile media minutes.

© comScore, Inc. Proprietary. 40 Source: comScore Mobile Metrix 2.0,March 2012, U.S.

DIGITAL
ADVERTISING


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…

RESPONSE RESPONSE
DIRECT DIRECT RESPONSE BRANDING
BRANDING

ated Inflated IMPRESSIONS
IMPRESSIONS IMPRESSIONS
Inflated
Inflated Inflated Inflated
Inflated
IMPRESSIONS
DIRECT RESPONSE BRANDING
CLICK-THROUGH THROUGHTHROUGH
Gamed CLICK
CLICK Gamed Irrelevant
med Inflated Gamed
IMPRESSIONS
RATE Irrelevant
Irrelevant Inflated
CLICK THROUGH
RATE RATE RATE

DIRECTImportant
Not RESPONSE
Confounded cookie-to-
BRANDING by
COOKIE REACH
Gamed CLICK THROUGH
COOKIE REACH Irrelevant
Confounded by
portant Not & FREQUENCY Confounded by cookie-to-
Important
COOKIE REACHRATE
Not Important cookie-to-person
COOKIE REACH
person relationship
& FREQUENCY & FREQUENCY
Inflated IMPRESSIONS person&relationship
FREQUENCY
Inflated
relationship
Not Important
Not Important COOKIE REACH
PERSON-BASED Confoundedby non-visible
Distorted by cookie-to-
PERSON-BASED Not CLICK&THROUGH Distorted by non-visible
portant Gamed PERSON-BASED FREQUENCE Distorted relationship
& FREQUENCY
REACH
Important person by
Irrelevant
impressions
PERSON-BASED
REACH & REACH & Not Important RATE
FREQUENCE non-visible
REACH & FREQUENCE
impressions
FREQUENCY
Not Important
© comScore, Inc.
PERSON-BASED
Proprietary. 42
impressions
Distorted by non-visible
Not Important REACH & FREQUENCE
COOKIE REACH impressions
Confounded by cookie-to-

There are many issues that are ‘holding digital back’

Ad clutter Poor visibility

Digital Advertising Needs a Reality Check

Bad actors
Glut of low quality
gaming the
inventory
system


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


The first industry study to bring 12 leading marketers together to
holistically understand how online advertising is delivered

18 campaigns
2 billion impressions
400k sites

Allstate


Study Objective:

Quantify incidence of sub-optimal ad delivery across key ad
delivery dimensions…

… to better understand sources of waste and identify
opportunities to extract more value for all players in the
online advertising ecosystem

vCE Charter Study Findings


Across all campaigns, the average in-view rate was 69%,
meaning 3 out of 10 ads weren’t seen
Figure 1 Percentage of Ads In-View by Campaign

Percentage of Ads In-View by Campaign
1 93%
2 85%
3 84%
4 80%
5 76%
6 75%
7 74%
CAMPAIGN

8 73%
9 71%
10 69%
11 68%
12 66%
13 65%
14 59%
15 58%
16 58%
17 57%
18 55%
48

Campaign in-view ad rates ranged from:
US 55% to 93% & from Charter Studies
In-view Rates EU 64% to 72%

US
69%
CA EU
67%
AVERAGE
65% AVERAGE
AVERAGE

49

Large sites within a content category do a better job than
Figure 4 Percentage of Ads Served In-View within a Given Site Category
smaller sites at ensuring the ads are actually viewable

Percentage of Ads Served In-View within a Given Site Category

77% 74%
% OF ADS IN-VIEW

70%
61%
TOP 50 TOP 100 TOP 500 LONG TAIL
SITES SITES SITES SITES
(REMAINING
501+ SITES)

The difference in in-view rates between Top 50 sites
versus the long tail sites in their category
was a full 16-percentage points
50

Second only to age, the ability to reach a behavioral attribute
was the next most common targeting approach

Percent of Charter Campaigns Using Desired Attribute(s)
rcent of Charter Campaigns
ed Attribute(s)

94%
Digital marketers understand
that people are more than just
a demographic.

50%
44% Using demographics alone to
evaluate campaign delivery may
not be sufficient

6% 6%
AGE BEHAVIORAL GENDER HOUSEHOLD PRESENCE
SEGMENT INCOME OF CHILD

51

The ability to reach a specific behavioral segment varied greatly,
demonstrating the importance of validation and in-flight
optimization

36%
23% average 67%
LOW HIGH

% of Ads Delivered to the Primary Behavioral Attribute by Campaign

52

Brand safety should be of the utmost importance to advertisers.
Even one poorly delivered ad can leave a very bad impression
Figure 17 Percent of vCE Charter Study Campaigns with Impressions Delivered Next to Content Deemed “Not Brand Safe”

Percent of Campaigns with Impressions
Delivered Next to Content Deemed “Not Brand
Safe”

28%
28%
28% 72%

72%
72%
SOME ADS IN INAPPROPRIATE CONTENT 92,000 PEOPLE EXPOSED TO
NO ADS IN INAPPROPRIATE CONTENT Adult-Content and/or Hate Sites

SOME ADS IN INAPPROPRIATE CONTENT 92,000 PEOPLE
NO ADS IN INAPPROPRIATE CONTENT
SOME ADS IN INAPPROPRIATE CONTENT 92,000 PEOPLE E
Adult-Content and
NO ADS IN INAPPROPRIATE CONTENT 53
Adult-Content and

CE™/vCE™: Massive Global Market Adoption
2,600+ Studies for 120 advertisers / agencies in 28 countries

North America Europe SEA Charter Brands

Allstate!

Not an exhaustive list. Includes advertisers
currently working with comScore vCE
54
who have agreed to be named publicly.

Key Takeaways

§  Asia’s place in the global digital landscape.
–  Large, growing and young Internet audiences highlight tremendous
potential for the region.
–  Penetration and engagement levels still have room to grow.
§  Social networking dominates online experience.
–  Brands need to understand the extended reach of fans, friends and
social media ads and how these fit into overall digital strategy.
§  E-commerce is growing, but still lags behind the U.S. and Europe.
–  Local e-commerce brands entering the market will help fuel continued
growth and increase consumer confidence in purchasing online.
§  Online video landscape developing, move towards long form content.
–  Online video opening up big opportunities for advertisers.
–  YouTube channels introducing new segments.


Key Takeaways Continued

§  Smartphone and tablets fuel the rise of the Digital Omnivore.
–  Mobile platforms are disrupting the digital landscape.
–  Publishers and advertisers need to understand how people are using
devices differently throughout the day to best hone digital strategies.
§  Ad validation will be critical in driving growth in the digital market.
–  There are real campaign performance issues happening even with
larger sites; need to be on top of your campaigns everyday.
–  Key metrics like viewability will drive the conversation in the digital ad
economy.
–  Validation from a single provider will become increasingly important to
advertisers and agencies.


Thank you!
For a copy of today’s presentation, please email
press@comscore.com

Greg Dale, comScore, Inc. Twitter: @comScoreAPAC
EVP, International @comScore

comScore presentation adtech Singapore 2012

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comScore presentation adtech Singapore 2012