Seminario de ComScore Inc, sobre Internet en Argentina y Latinoamérica, Marketing Online y Mediciones Rentables.

1. MEASURING THE DIGITAL WORLD
PART I
A Quick Introduction to comScore

2. comScore, Inc: A Closer Look
■ Corporate headquarters: Reston, USA
– Offices in London, Paris, Gütersloh, Tokyo, NYC, Chicago, San Francisco, Seattle, Toronto
■ Year founded: 1999
■ Employees: 500+
■ Successful IPO (NASDAQ: SCOR) – June 26, 2007
■ Acquired M:Metrics – May, 2008
■ Number of clients: 1,100+
■ Company-wide renewal rate well over 90%
■ The source of record for leading media outlets worldwide
– comScore data and analysts are cited approximately 8-10,000 times each year
– Search for us online, or visit comscore.com
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3. Strong Track Record of Innovation & Leadership
to Provide Behavioral Ad
Effectiveness (Campaign Metrix)
Video Streaming Measurement
(Video Metrix)
to Deliver a Worldwide Internet Audience
Measurement (World Metrix)
to Measure the Search Market
(qSearch)
to Build and Project from 2M+
Longitudinal Panel
to Monitor and Report
eCommerce Data
External Recognition
WORLD ECONOMIC Top 100 World’s Largest
FORUM Innovative Companies Windows Database
Technology December 2004 December 2001,
Pioneer 2003, 2005
2007
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4. 1,100 + Blue Chip Clients
Internet Agencies Telecom Financial Retail Travel CPG Pharma Technology
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5. About comScore: What we do
■ Recruit, analyse and report each month on the online activity of a panel
of two million individuals, based in more than 170 countries
■ Help companies better understand their online audience (as well as that
of their competitors), how their audience is developing over time, and
what other kinds of online content their audience likes to consume
■ Help advertising agencies design powerful and effective marketing
strategies that help them deliver superior ROI
■ Help promote the Internet as a fast-growing platform offering unique
opportunities for effective brand-building, consumer-engagement and
business development
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6. comScore:
Measuring people and their behavior, not browsers
■ Consistent universe definition
– Those aged 15+ accessing the internet from either a home or a work computer in the past 30 days
■ Consistent recruitment methodology
– Randomly recruited with multiple value propositions running simultaneously across the web
– Permission Research
■ Consistent projection methodology
– Stratified on age, gender, country, percent of time spent online or visiting specific content categories
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7. The Cookie Deletion Issue:
Overstating Reach and Understating Frequency
Based on a unique comScore Study of Yahoo and DoubleClick cookies
■ In 2006, 30% of US Internet users deleted their cookies in a studied month
■ Some of these ‘cookie-monsters’ did so an average of 4 times a month
– Leaving 5 different cookies for a single site on their computers
■ Cookie deletion was found to create significant errors:
– On average, 2.5 times overstatement of unique visitors in server logs
– On average, 2.5 times overstatement of reach and a similar understatement of frequency
in ad server logs
■ Important to recognize the significant difference of basic site server data and
the panel-based approach not affected by cookie-deletion
■ Tunnel-vision is never the best view
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8. MEASURING THE DIGITAL WORLD
PART II
The Internet Audience in Argentina

9. Latin America continues growth
■ Growth has slowed in North America and Europe
Worldwide Online Population
■ Asia continues to show strong growth on a large base Millions of +6.1%
Internet Users
■ Latin America and the Middle East/Africa are now the high- 949.6 1,007.7
growth regions globally
■ Growth expected to continue on the back of increased
residential broadband penetration region-wide
July 2008
Worldwide
Dec 2008
Online Populations by Region
Millions of Internet
Users
+8.6%
+5.4%
383.4 416.3 +0.5%
268.2 282.7
184.2 185.1 +8.2%
+9.5%
69.2 74.9 44.5 48.8
Asia Pacific Europe North America Latin America Middle East - Africa
Source: comScore World Metrix, Dec 2008
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10. Argentina is third-largest web population in Lat Am
■ Argentina has the third-largest Internet population in the region, with 10.2 million
home and work users over the age of 15, (est. 20 million total online population)
■ Average user in Argentina clocks 26.3 hours/month, more than the worldwide average
Internet Users (MM) Total Online Hours per Visitor
in Latin America Latin America
WW Avg: 23.8
Brazil 29.1
Brazil 26.9
Mexico 12.9
Mexico 26.2
Argentina 10.2
Argentina 26.3
Colombia 7.7 Colombia 28.3
Chile 6.0 Chile 23.7
Venezuela 1.9 Venezuela 26.2
Puerto Rico 0.9 Puerto Rico 17.2
Internet users ages 15+ accessing the internet from a Home or Work computer
Source: comScore World Metrix, March 2009
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11. Comparison to Other Countries Outside Region
■ 15+ Home and Work populations in Australia and Netherlands are of similar size
■ Internet users in Argentina, however, spend more time online than their counterparts
in these countries (Canada 44+ hours, US 32+ hours per month)
Internet Users (MM) Total Online Hours per Visitor
WW Avg: 23.8
Australia 12.0 Australia 20.8
Netherlands 12.0 Netherlands 27.0
Taiwan 11.3 Taiwan 18.2
Argentina 10.2 Argentina 26.3
Malaysia 9.1 Malaysia 15.6
Chile 6.0 Chile 23.7
Internet users ages 15+ accessing the internet from a Home or Work computer
Source: comScore World Metrix, March 2009
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12. Profile of the Internet Audience in Argentina
■ Unlike other markets in Latin America, the Internet audience in Argentina is
more evenly distributed among various age groups and closely mirrors the
worldwide average
Distribution of Internet Users 15+
Argentina 27% 26% 17% 17% 14%
Latin America 36% 28% 19% 11% 7%
Worldwide 27% 26% 22% 14% 11%
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
Source: comScore World Metrix, March 2009
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13. Demographic breakdown of Argentina’s
Online Audience
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15. Argentina Indexes for Key Categories
“On-ramp” categories Entertainment
97 96
Portals Entertainment 96
160
97
99 Multimedia 91
Search/Navigation 76
107
Online Gaming 97
High Reach, Flat Growth
Approaching Mainstream, High Growth
Utility & Content 114
e-mail 116
Instant Messengers 157 Web 2.0
141
92
Retail 101 Reference 79
70
News/Information 100 111
141 Social Networking 89
Travel 68
39
115
Blogs 79
Sports 87
51
Growing Reach, Very Fast Growth
Mainstream, MidReach, Flat Growth Reach Index Time Index
Source: comScore World Metrix, March 2009
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16. Highest-Indexing Web Categories in Argentina
Argentina: Highest-Indexing Web Categories
Index Compared to WW Reach
■ As in many fast-growing Internet markets, Argentina
shows a strong focus on Communications: Instant Newspapers 53.1 157
Messengers, e-mail, Discussion/Chat, and Web 2.0 Instant Messengers 77.3 157
(Social networking, Blogs, etc.) Discussion/Chat 49.3 155
Classifieds 32.1 141
■ Online newspaper visitation is above average driven by Humor 12.3 135
strong digital presence of both Clarin and La Nacion Retail - Music 7.9 133
Photos 51.6 129
■ Discussion/Chat led by Taringa.net (37% reach) Kids 18.9 124
Blogs 60.6 115
■ Over indexing of Web Hosting category shows maturity e-mail 79.8 114
Information 20.5 114
Entertainment - Music 50.0 113
Social Networking 71.6 111
Gaming Information 25.9 110
Web Hosting 30.9 110
Online Gaming 41.0 107
Conversational Media 79.3 106
e-cards 5.5 106
WW Reach
Source: comScore World Metrix, March 2009
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17. MEASURING THE DIGITAL WORLD
PART III
How Internet Advertising Works

18. Why are some advertisers slower to embrace online?
■ Are the wrong metrics being used (i.e. click-throughs vs real ROI)?
■ Is there too much contradictory or confusing data available?
■ Is it a lack of proof that online advertising really works?
■ Clicks on display ads are a misleading metric as they don’t reflect the
brand-building effects
– Only use for direct response ad campaigns (or search)
– Clicks don’t measure all of a campaign’s sales impact nor the cumulative (latent) impact of ads
– Clicks don’t tell you anything about brand building effects
■ comScore, along with its various partners, has been busy researching
– Search & display advertising
– Offline impact (in-store sales)
– Latent effects
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19. Some things to consider before we move forward
There are many tools allowing for effective online media planning
and analysis that are on par with other media
■ Panel-based measures correct problems with site server data, measuring
individuals and not machines (cookies)
■ Using the correct metrics allows improved media planning and analysis
– Also, look beyond clicks
■ Intelligence is now available showing advertisers and publishers detailed data
on the online audience as well as their demographic profile and affinity
■ Detailed segmentation of users is helping build more powerful media plans
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20. Case study: Targeting the online audience
Two sites offering almost identical demographics…
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21. …but their respective audiences show clearly
distinct preferences in terms of online content
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22. Online Ad Effectiveness:
Close the Loop Studies (Done with Yahoo!)
■ Dozens of studies to assess the impact of paid search and banner ads on
online and offline sales
■ Real world analysis: comScore panelists divided into two matched groups
(exposed and non-exposed to advertising)
– Search only
– Display ads only
– Search and display ads together
– Neither
■ Passively measured behavior, no surveys involved
– Linked to in-store sale through CRM databases, retailer loyalty cards (e.g. Kroger), IRI
scanner panel
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23. Online Ad Effectiveness:
The Impact on Visitation to the Advertiser’s site
■ Based on over 100 studies in which consumers’ online behavior was monitored following exposure to a
display ad, the average lift in the number of visitors to the advertiser site was 65% during the 1st week
■ Not only was there a significant visitation boost within the first week following exposure to an ad -- low
click rates notwithstanding -- but after the 1st week, there was significant lift that would have been
underappreciated by relying on click-throughs or by focusing on cookie-centric tracking
■ The greatest absolute increase in reach lift (i.e., incremental points of reach) was seen generated by
advertisers in the Retail & Apparel (+4.7 points), Media & Entertainment (+3.0 points) and Electronics &
Software (+1.4 points) categories.
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24. Online Ad Effectiveness:
The Impact of display ads on sales
■ For e-commerce sites, it has been a challenge to quantify the impact of online advertising on sales
– Purchases rarely take place during the same session as exposure, and even less as a result of a click-through
– Therefore important to look at ‘latent ‘effects, which can extend to days or weeks after exposure
■ For bricks and mortar retailers, the challenges are greater, due to the necessity of quantifying the
effects of online advertising on offline sales
– The lift in offline sales generated by online advertising is significant, and can not measured through a cookie-
centric approach
– The lack of visibility in to offline purchasing consistently leads to an underestimation of the ROI of display
advertising, similar to conventional media
■ In examining the impact of display ads on buyer penetration, we
saw that the percentage lift is much higher online than offline
Lift in online buyer penetration of 42.1%
Lift in offline buyer penetration of 10.1% (but, due to the much larger
base, this represents a significantly higher sales value)
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25. “The Role of Search in Consumer Buying”
2006 comScore Study with Google
The Three Components of how Search Drives Buying
Direct Online Effects 16%
Latent Online Effects 21%
Latent Offline Effects 63%
Source: Google/comScore “The Role of Search in Consumer Buying” Press Release, March 21, 2006; based on
holiday-related purchases completed online and offline across 11 product categories for 60 days post-search
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26. The synergistic impact of search and display
advertisements on sales
■ The impact of search ads alone on consumers’ buying behavior has been found to be clearly greater
than that of display ads
– True both in terms of the advertisements impact on online buying as well as offline sales
– Not surprising as searchers are clearly “in the market” for purchasing the advertised product
■ Important to note, however, that the reach of search advertising is much lower than that of display advertising
– Consistently across the research conducted by comScore, approximately 80% of the consumers who saw an
advertisement were exposed to only a display ad, a much lower 8% were exposed to a search ad
– When the lift factors of each are weighted by the reach of the advertisement, display ads almost always emerge as being
able to generate a higher total lift in sales
■ comScore also regularly sees that the combination of search AND display together is greater than the sum of
the impact of display and search ads separately.
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27. Thank you very much
For more information, including quarterly US
e-commerce reports as well as travel, CPG &
other industry-specific webinars, please visit:
www.comscore.com
For more details on all our online ad effectiveness
research, please download our free ‘How Online
Advertising Works; Whither the Click’ white paper
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