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7/9/2009
Wired:Connecting to the Mobile Marketing RevolutioncomScore Mobile
Evan Neufeld, VP + Senior Analyst, Mobile
2 © comScore, Inc. Proprietary and Confidential.
Agenda
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About comScore
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The Evolution of Mobile
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Mobile Content Usage & Adoption
Mobile Advertising
Case Studies
3 © comScore, Inc. Proprietary and Confidential.
DEMOGRAPHICS
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Self-reported and validated
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Appended Segments (e.g. Claritas, Acxiom)
•
Individual & Household Level
WEB VISITING & VIEWING
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All Web Site/Page Click Stream
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Content Viewed
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Search Engine Queries
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Keyword Used
SURVEYS
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E-
mail or Contextual “Pops”
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Behavior-activated Surveys
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Observation of All Surveys TakenAcross All Suppliers
ONLINE TRANSACTIONS
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All Secure Session Activity
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Purchases and Subscriptions
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Price Paid, Shipping & Handling,Promotions
• Applications/Configurations
MARKETING STIMULI
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Online Ads
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Referral Links
TV VIEWING
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Link to Digital Set Top TV Datausing name and address
comScoreCustomer Knowledge Platform:
A 360°View of 2 Million Global Internet Users
Designed to be representative of the online populationProjectable to the total US populationTRUSTecertified for information privacy & security
OFFLINE PURCHASING
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Linked using Name and Address
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Client CRM Databases
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Retailer Loyalty Card Data
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IRI Scanner Panel Data
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