1. © comScore, Inc. Proprietary.
Putting the Future in Focus
iStrategy Sydney
16th April 2013

2. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Australian Online Landscape
Joe Nguyen, SVP APAC, comScore Inc.

3. © comScore, Inc. Proprietary. 3
66%
13%
34%
87%
1996 2012
Outside US
Distribution of Worldwide Internet Audience
The US is no Longer the Centre of the Online Universe
Source: comScore MMX, December 2012, Worldwide 15+,
Asia
Pacific
42%
Europe
27%
North
America
14%
Middle
East - Africa
9%
Latin
America
8%
Outside US

4. © comScore, Inc. Proprietary. 4Source: comScore MMX, December 2012, Worldwide 15+,
Time Spent and Growth Across Regions
US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World
42.8
26.9
22.7
18.9 18.2
North America Europe Latin America Asia Pacific Middle East - Africa
HoursperVisitor
Australia:
18.6 Hours a Month
596
382
127
211
129
637
408
135
215
131
Asia Pacific Europe Middle East -
Africa
North America Latin America
UniqueVisitors(MM)
Dec-11
Dec-12
+7%
+7%
+6%
+2%
+1%

5. © comScore, Inc. Proprietary. 5Source: comScore MMX, April 2013, 15+
Online Audience Across APAC
Dominated by China, Japan and India
339,689
73,040
71,344
15,593
14,117
13,297
11,702
11,640
9,322
7,197
4,552
3,353
2,857
TotalUniqueVisitors(000)

6. © comScore, Inc. Proprietary. 6Source: comScore MMX, April 2013, 15+
Online Audience Across APAC
Led by Vietnam outside of the top3
15,593
14,117
13,297
11,702
11,640
9,322
7,197
4,552
3,353
2,857
TotalUniqueVisitors(000)

7. © comScore, Inc. Proprietary. 7
Growth across APAC Audience
Vietnam overtakes Australia, other markets stabilize
Source: comScore MMX, April 2013, 15+
02,0004,0006,0008,00010,00012,00014,000
Taiwan
Thailand
Hong Kong
Singapore
New Zealand
TotalHours(MM)
Feb-12
Aug-12
Feb-13
12,000
12,500
13,000
13,500
14,000
14,500
15,000
15,500
16,000
Feb-2012 Aug-2012 Feb-2013
UniqueUsers(000)
Vietnam
Australia
Indonesia

8. © comScore, Inc. Proprietary. 8Source: comScore MMX, April 2012, 15+
Engagement Across APAC Audiences
AU and NZ sit in the middle of the list for Average Online Hours per Person
27.4
23.8
22.8
21.0
19.7
18.6
18.5
17.3
16.9
15.8
14.3
12.7
11.5
Thailand
Taiwan
Hong Kong
Vietnam
Japan
Australia
New Zealand
Singapore
Philippines
Malaysia
Indonesia
China
India
AverageHoursperVisitor

9. © comScore, Inc. Proprietary. 9
20.9
21.9
16.3
28.5
33.0
35.9
19.6
19.1
17.6
31.7
31.2
38.5
19.6
17.1
23.4
22.3
17.4
17.1
16.6
17.4
18.1
9.7
11.5
5.6
23.4
24.5
24.6
7.9
6.9
3.0
Australia
New Zealand
Japan
China
SG
India
%ofTotalMinutes
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
Source: comScore MMX, April 2013, 15+
Composition of Minutes per Age Group Varies Greatly
AU-NZ-JP have a larger % of older population online

10. © comScore, Inc. Proprietary. 10Source: comScore MMX, April 2013, Australia 15+
Profile: AU Online Audience
2,771
2,877 2,853
2,492
3,123
15-24 25-34 35-44 45-54 55+
TotalUniqueVisitors(000)
Age:
44%
Female
56%
Male

11. © comScore, Inc. Proprietary. 11Source: comScore MMX, Feb 2012 – Jan 2013, 15+
What’s hot, what’s not?
IM+Social down, Photosharing+Travel+Coupons Up
0
5,000
10,000
15,000
20,000
25,000
30,000
TotalMinutes(MM)
Chart Title
Photo Sharing
Travel
Coupons
Social Media
Instant Messengers

12. © comScore, Inc. Proprietary. 12Source: comScore MMX, April 2013, 15+
Top Web Properties in Australia
14,283
13,866
10,015
9,437
5,719 5,532
4,984
4,055 3,988 3,879
4,947
3,943
2,972
2,292
699 685 650
297 356 491
Total Unique Visitors (000) Average Daily Visitors (000)

13. © comScore, Inc. Proprietary. 13Source: comScore MMX, Australia April 2013, UK/Canada Jan 2013
Global Trend AU
UK CA

14. © comScore, Inc. Proprietary. 14
MULTIPLE DEVICE USAGE

15. © comScore, Inc. Proprietary. 15
ShareofDevicePageTrafficonaTypicalWorkday
Mobiles brighten
the commute
Source: comScore Device Essentials, Tuesday, 02 April 2013, AU
Device Preferences Throughout the Day
Most Weekday Tablet Usage Occurs Between 6pm and 10pm
Tablets popular
at night
PCs dominate
working hours

16. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Ad viewability and validation
Ashley Padgen, Senior Manager and Product Lead, Audience, APAC
Steve Geelan, National Sales Director, Microsoft Media Network (Mi9)

17. © comScore, Inc. Proprietary. 17
Digital Ad Measurement Has Come a Long Way…
The true value of CTR
Audience Verification
Ad Verification
Advertising Validation
Audience
Measurement
New Currencies

18. © comScore, Inc. Proprietary. 18
…and comScore Has Led and Innovated Along the Way
The true value of CTR
Audience Verification
Ad Verification
Advertising Validation
Whither the
Click
Campaign
Essentials™
AdXpose validated
Campaign
Essentials™
comScore
leading
the way
Audience
Measurement
Media
Metrix™
New Currencies

19. © comScore, Inc. Proprietary. 19
3MS and the MRC
Industry organizations joined together for
Making Measurement Make Sense Initiative (3MS)

20. © comScore, Inc. Proprietary. 20
Principle 1.
Move to a “viewable impressions” standard and count real exposures online.
Principle 2.
Online advertising must migrate to a currency based on audience impressions, not
gross ad impressions.
Principle 3.
Because all ad units are not created equal, we must create a transparent classification system.
Principle 4.
Determine interactivity “metrics that matter” for brand marketers, so that marketers can better
evaluate online's contribution to brand building.
Principle 5.
Digital media measurement must become increasingly comparable and integrated with other
media.
3MS Set 5 Guiding Principles

21. © comScore, Inc. Proprietary.

22. © comScore, Inc. Proprietary. 22
validated Campaign Essentials delivers
Real-time
optimization
Single tool, single tag,
single database
Quality data
for transacting
Complete
Viewability
Comprehensive
&
Unduplicated
Measurement Accurate
Audience Data

23. © comScore, Inc. Proprietary. 23
Questions to Ask on Viewable Impressions
• Is the measurement MRC
accredited?
• Will payment be on viewed
impressions or gross impressions?
• Is there a minimum % viewable
expected?
• How will impressions where
viewability cannot be determined
(i.e. when JavaScript measurement
code cannot be placed) be
evaluated/billed?

24. © comScore, Inc. Proprietary. 24
4.
Accredited
Accredited by the
Media Rating
Council
1.
Aligned
Uses the IAB
proposed definition for
viewability for display
and video
vCE viewability measurement is…
3.
Independent
Doesn’t rely on
sampling-based
approaches
2.
Census
Provides complete
measurement, includin
g most
cross-domain
iframes

25. © comScore, Inc. Proprietary. 25
Effective ad placements are about more than viewability…
Geography Non-Human
Traffic
Brand Safety

26. © comScore, Inc. Proprietary. 26
Questions to ask About Valid Ads
• What geographic location is
required?
• What content is appropriate for
this brand?
• Will ads be blocked if they are not
in appropriate content?
• If ads are blocked, will the
publisher still get payment for that
delivery?

27. © comScore, Inc. Proprietary. 27
Microsoft Media Network (MMN)
• The environment that led to MMN seeing the
need for brand safety
• The ability for MMN’s extended (blind) network
to provide as much engagement as premium
publisher buys by using data and technology
intelligently, which includes vCE
• A challenge to the audience to look at what their
agency is doing re brand safety and ad
effectiveness, and if they are not making use of
the technology, to ask – why not?

28. © comScore, Inc. Proprietary. 28
Questions please

29. © comScore, Inc. Proprietary.
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