1. Where Paid Meets Earned
A Look at Social Display Ads
Eli Goodman – comScore Inc.
Media Evangelist @ LosBuenos

2. Agenda
 The Growing Social Display Market
 Advertiser Interaction through Social Media
 Analyzing Paid Social Display Advertising
 Case Study: Bud Light
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3. The Growing Social Display Market
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4. Increasing advertisement on Social Networking sites
43 of the top 100 display
advertisers publish >20% of
their impressions on SN Sites
in August 2011*
Nearly 1 trillion YTD
impressions on SN Sites*
© comScore, Inc. Proprietary. 4 * comScore Ad Metrix (US data)

5. Increasing advertisement to drive brand interaction through SN Sites
34 of the top 100 display
advertisers published ads
that clicked through to SN
sites in August 2011*
Nearly 3B display ad
impressions would click
through to SN Sites in
August 2011*
Google predicts that “75% of
ads will become socially
enabled” by 2015**
* comScore Ad Metrix Social (US data)
**Google's Seven Display Ad Predictions
© comScore, Inc. Proprietary. 5 http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=136685

6. Advertiser Interaction Through Social Media
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7. Social Networking sites provide a platform for advertisers to easily
engage with consumers
Contests, real-time updates,
promotion and cross-promotion
to a massive audience all
possible through Social Media
© comScore, Inc. Proprietary. 7

8. Building an advertiser’s voice through social media means driving
users to social sites or using social sites to drive them elsewhere
© comScore, Inc. Proprietary. 8

9. What are Social Ads?
Socially Enabled Ad Socially Published Ad
Drive advertiser engagement to
Advertise through social media
social media
such as Facebook
All social ads seek to drive brand awareness and interaction
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10. Analyzing Paid Social Display Advertising
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11. Some advertisers heavily drive brand interaction to social media
Advertiser (US) Total Internet Socially Enabled % Composition Socially
Impressions (000)* Impressions (000)* Enabled Ads*
Mars Incorporated 1.0B 297M 29.5%
Kraft Foods Inc 558M 179M 32.1%
Energizer Holdings, Inc. 304M 101M 33.4%
General Motors Corporation 2.2B 97M 4.3%
Procter & Gamble 2.5B 92M 3.7%
JPMorgan Chase & Co. 749M 74M 9.9%
Groupe Danone 87M 68M 78.1%
Sara Lee Corporation 131B 62M 47.1%
Unilever 602M 53M 8.8%
MillerCoors LLC 377M 52M 13.9%
Groupe Danone heavily used socially enabled ads in August
to encourage users to interact with its brand through
Facebook
Mars delivered the most socially enabled ads in August (about
297M impressions)
© comScore, Inc. Proprietary. 11
* Ad Metrix Social (August 2011) US data

12. Other advertisers heavily use social media to encourage brand
interaction elsewhere
Advertiser (US) Total Internet Socially Published % Composition Socially
Impressions (000)* Impressions (000)* Published Ads*
AT&T Inc. 13B 3.9B 30.0%
Experian Interactive 7.5B 1.7B 22.6%
IAC - InterActiveCorp 3.5B 1.3B 38.8%
Google Inc. 4.8B 1.3B 26.0%
Netflix, Inc. 3.3B 720M 21.5%
Walt Disney Company 2.2B 617M 27.5%
Blizzard Entertainment Inc. 2.1B 594M 28.4%
Microsoft Corporation 4.1B 592M 14.6%
Procter & Gamble Co. 2.5B 512M 20.6%
American Express Company 2.4B 498M 21.2%
Nearly 40% of all impressions delivered by
IAC (Match.com, Zwinky, etc.) were
delivered on social networking sites in
August.
AT&T published the most ads on social
networking sites in August with nearly 4B
impressions delivered
© comScore, Inc. Proprietary. 12
* Ad Metrix Social (August 2011) US data

13. Granularity is Key
Mars Incorporated
297M SE impressions
30% SE comp
Mars Worldwide
182M SE impressions
25% SE comp
3 Musketeers
12M SE Impressions
46% SE comp
Combos
33M SE Impressions
77% SE comp
© comScore, Inc. Proprietary. 13 * Ad Metrix Social (August 2011) US data

14. Case Study:
Understanding Paid Social Advertising for Bud Light
© comScore, Inc. Proprietary. 14

15. Where do Bud Light drinkers visit online?
Publisher (July 2011) Total Unique % Reach* Composition Index
Visitors (000)* UV*
Total Internet 9,664 100% 100
Yahoo Sites 8,642 89.4% 108
Google Sites 8,629 89.3% 105
Microsoft Sites 8,222 85.1% 105
FACEBOOK.COM 8,127 84.1% 112
AOL, Inc. 5,283 54.7% 112
Publisher (August 2011) Total Unique % Reach* Composition Index
Visitors (000)* UV*
Total Internet 9.647 100% 100
Google Sites 8,564 88.8% 105
Yahoo! Sites 8,480 87.9% 107
Microsoft Sites 8,147 84.5% 103
FACEBOOK.COM 7,879 81.7% 109
AOL, Inc. 5,261 54.5% 108
© comScore, Inc. Proprietary. 15 * comScore Segment Metrix (Kantar CPG Segments)

16. Bud Light Display Ad Activity
What have they been doing in
display advertising?
How much advertising has
been social in nature?
© comScore, Inc. Proprietary. 16 Chart Source: comScore Ad Metrix (US data)

17. Top Bud Light Social Ad Publishers
Publisher (July 2011) Total Impressions Socially Enabled Socially Published
(000)* Impressions (000)* Impressions (000)*
Total Internet 112,382 100,877 65,681
FACEBOOK.COM 65,681 64,678 65,681
Google Sites 17,680 17,514 0
Microsoft Sites 5,624 3,002 0
Univision Communications Inc 2,082 1,507 0
CraveOnline (Evolve Media Corp.) 2,077 2,077 0
Publisher (August 2011) Total Impressions Socially Enabled Socially Published
(000)* Impressions (000)* Impressions (000)*
Total Internet 53,781 31,711 10,440
Google Sites 11,033 10,638 0
FACEBOOK.COM 10,212 10,011 10,212
AOL, Inc. 8,887 2,585 0
NFL Internet Group 3,565 0 0
CHACHA.COM 3,105 0 0
© comScore, Inc. Proprietary. 17 * comScore Ad Metrix Social (US data)

18. Bud Light’s Port Paradise 4 campaign centered around social
 This summer Bud Light promoted Port Paradise 4 from June through August
– Sweepstakes-centric campaign for a cruise/concert in the Bahamas
 Bud Light heavily advertised on sites where current Bud Light drinkers visit
– 86% of July impressions (72% of July ad spend) were on one of the top 30 publishers visited
by Bud Light purchasers
– 68% of August impressions (52% of August ad spend) were on one of the top 30 publishers
visited by Bud Light purchasers
 Bud Light display impressions were heavily social during this campaign
– Nearly 90% of July impressions and nearly 60% of August impressions were socially enabled
– Nearly 60% of July impressions and nearly 20% of August impressions were socially published
– Reduction in social advertising coincided with the end of the Port Paradise 4 campaign
© comScore, Inc. Proprietary. 18

19. Ultimately, Bud Light got lots of paid exposure
Over 26M exposed UVs across
29 publishers in July*
So what else did the paid
social advertisement do for
Bud Light?
Over 16M exposed UVs across
31 publishers in August*
© comScore, Inc. Proprietary. 19 * comScore Ad Metrix Social (US data)

20. Bud Light’s Facebook Presence Spiked
© comScore, Inc. Proprietary. 20

21. Paid Social led to Earned Social
Bud Light fans were engaged significantly more at the
peak of the paid social ad campaign
© comScore, Inc. Proprietary. 21 Chart Source: comScore Social Essentials (US Data)

22. Key Takeaways
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23. Key Takeaways
Advertisers are increasingly
using social media to engage
their customers
Social-specific tools are needed
to fully analyze and act
intelligently in the growing
“social” advertising
environment
Social display ad strategies can
combine publishing on social
sites and directing customers to
social sites to ultimately
promote brand awareness
© comScore, Inc. Proprietary. 23

24. Eli Goodman
egoodman@comscore.com
@ LosBuenos