They Said What!?

Creative Advertising Insights from comScore Ad Metrix

John Triggs, Senior Product Manager, Advertising Solutions
Tuesday, July 21, 2009

Recent Research Study Conducted by OPA and comScore
Analyzed:

 Assessed 80 big branding
campaigns across 200 of highest trafficked sites

Measured:

 Searches conducted
related to advertisers’ brands

 Site visitation
traffic driven to advertisers’ site “Marketers recognize that consumers are spending nearly 40% of their media time online, making it an ideal place to deliver their brand messages."
- Pam Horan, President of Online Publishers Association

 Consumer spending
e-commerce transactions related to advertisers’ brands

For more information: http://www.online-publishers.org/media/1059_W_TheSilentClick_OPA.pdf
© comScore, Inc. Proprietary and Confidential. 2

“The Silent Click” Study Results: Consumers exposed to display ads … more engaged, spend more
Study Results:

 1 of 5 conduct related searches and 1 of 3 visit the brands’ sites
 Spent > 50% more time than average visitor on sites & consumed more pages  Spent 10% more money online overall, and …
significantly more on product categories related to the advertised brands

 Higher income audiences visited the advertisers sites
What This Means:
“Remember why you’re advertising…You are not advertising for clicks…What you’re advertising for is to sell me stuff or change perception, and that’s what we need to be measuring against.” – Carrie Frolich, Managing Director Digital, Mediaedge: cia

© comScore, Inc. Proprietary and Confidential.

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Ingredients to Building Brands Online Through Display Advertising
 Research, Research, Research
– Know where to sell your ads – Understand core audience of various sites

 Creative Design
– Create ads that fit into the web pages on which they’re placed
– Monitor and optimize your designs by site

 Effective Copy
– Catch the viewer's attention with a creative ideas and well-written words – Offer strong call-to-action

 Solid Landing Page
– Have a great website to complement your great product – Make sure you convert customers who land on your site after clicking the ad
Access to great research & competitive insights can help you accomplish your goals.

© comScore, Inc. Proprietary and Confidential.

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Today’s Agenda
 “The Silent Click” – Building Brands Online Study  Ingredients to Building Brands Online Through Display Advertising  Display Advertising Case Studies (May 2009)
– Summer Blockbuster Movies
– Allergy Medications – Retail Home & Garden

 Creative Advertising Insights from comScore Ad Metrix  Ad Metrix Features & Highlights  Questions?
© comScore, Inc. Proprietary and Confidential. 5

Case Study #1 – Summer Blockbuster Movies

Movie advertisers advertise online to raise brand awareness and build loyal communities….
© comScore, Inc. Proprietary and Confidential. 6

Summer Movies – May Display Advertising Results
Top 5 Movies

Next 5 Movies

© comScore, Inc. Proprietary and Confidential.

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Source: comScore Ad Metrix, May 2009

Summer Movies – Does Online Advertising Yield Box Office Success?
Top 5 Movies Angels & Demons Drag Me To Hell Star Trek Night At The Museum 2 The Hangover Total YTD $ $132 M $42 M $253 M $172 M $236 M $835 M Next 5 Movies Terminator Salvation Land of the Lost Conclusion: Movie studios are clearly using display advertising to build their brands within the online community. Imagine That YTD $ $124 M $49 M $15M How much of a factor was online display advertising in this $566 M box office difference?

Ghosts of Girlfriends Past Dance Flick Total

$55 M $26 M $269 M

© comScore, Inc. Proprietary and Confidential.

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Source: BoxOfficeMojo.com, July 21, 2009

Summer Movies – Star Trek Advertising Summary

May Advertising Summary:

 208 different advertising creative
(i.e. different sizes, formats, calls to action, etc.)

 Almost entirely Flash-based
(showing clips from movie & quotes from critics)
Super Bowl

Release Month

 Ran across 78 top publishers
(MySpace, Yahoo! Movies, MovieTickets.com, Fandango, Cartoon Network, ESPN, YouTube)
© comScore, Inc. Proprietary and Confidential. 9

Summer Movies – May Advertising Summary
 Over 50 films and DVDs advertised display ads online in May

 Advertised over 300 major publishers (across over 1,300 segments or channels)
 Top 5 publishers where movies advertised on:
Top 5 Publishers YouTube.com MySpace Fox Sports Fandango Yahoo! Movies Total # Movie Ad Impressions
% Impressions

22.5% 15.5% 6.7% 2.0% 1.7% 608 M

© comScore, Inc. Proprietary and Confidential.

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Source: comScore Ad Metrix, May 2009

Case Study #2 – Allergy Medications
Perfect time to promote brands and sell products. April showers bring May flowers…

… and seasonal allergies.
© comScore, Inc. Proprietary and Confidential. 11

Allergy Medications - Advertising Trends
Display advertising trend among five allergy drug products in last 6 months:
Monthly Display Advertising Volume (US)
70,000 Zyrtec 60,000 Total Display Ad Impressions (in 000s) Claritin Benadryl

 Allergy manufacturers
increased advertising in Spring (allergy season)

50,000

Nasonex Xyzal

 Over 25% of US Internet users
exposed to online allergy drug display ads in May

40,000

30,000

20,000

10,000

0 Dec Jan Feb Mar Apr May

© comScore, Inc. Proprietary and Confidential.

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Allergy Medications – Where Are They Advertising Online?
Top 5 websites (May 2009) where allergy drug companies place most of their display ads to reach mass audiences:
Zyrtec
Univision.com AOL LLC Yahoo! Sites AccuWeather Sites

Claritin
Yahoo! Sites WeatherBug Viacom Digital Disney Online

Benadryl
Yahoo! Sites AOL LLC

Nasonex
Facebook AOL LLC

Xyzal
WeatherBug Microsoft Sites Everyday Health

The Weather Channel Yahoo! Sites WebMD Health

Fox Interactive Media Wunderground.com CNN

The Weather Channel The Weather Channel Fox Interactive Media Microsoft Sites

Common websites:

© comScore, Inc. Proprietary and Confidential.

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Source: comScore Ad Metrix, May 2009

Allergy Medications – Catching the Viewer’s Attention
Actual advertising creatives & key messages of five allergy drug products:
Non-drowsy Liquid Power
(54 days: Apr 6 – May 30)

Works faster than Claritin
(102 days: Feb 17 – May 30)

Get Pollen Alert Widget
(90 days: Mar 01 – May 30)

Prescription Medication
(128 days: Jan 22 – May 30)

Prescription Medication
(52 days: Apr 08 – May 30)

© comScore, Inc. Proprietary and Confidential.

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Allergy Medications – Calls-to-Action

Call to Action Ads

Claritin – 10 Free Days
Zyrtec – Free Allergy Forecast Benadryl – Learn More

Nasonex - $10 savings

© comScore, Inc. Proprietary and Confidential.

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Case Study #3 – Retail Home & Garden Category

Retailers more heavily promote ―outside-the-home‖ products in summer months

 Retailers advertise products for popular summer activities …
… grilling, painting, lawn mowing, gardening, entertaining

© comScore, Inc. Proprietary and Confidential.

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Source: comScore Ad Metrix, May 2009

Retail Home & Garden - Top Lowe’s Display Ad, Memorial Day

Creative Details: 728x90 leaderboard, generic flash, May 20-26, 2009
© comScore, Inc. Proprietary and Confidential. 17

Source: comScore Ad Metrix, May 2009

Retail Home & Garden – Convert Customers with Solid Landing Page

Click above display ad to land on destination page below

© comScore, Inc. Proprietary and Confidential.

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Creative Advertising Insights from comScore Ad Metrix
 The Internet is an ideal place to build brands
– ―The Silent Click‖ – display ad impact on user engagement & online spend – Motion pictures – correlation between box office success and online presence

 Many different industries utilize the online channel & display advertising
for brand building
– Media & Entertainment  Movies
– Health  Drugs & Medications  Allergy Medications – Retail  Home & Garden

 Know what your competitors are doing
– Drug manufacturers use variety ―call to action‖ strategies to sell products

 Identify the right times to expand or reduce display advertising
– Allergy drug manufacturers – allergy season – Movie advertisers – Super Bowl, movie release month – Home & garden retailers – spring & summer
© comScore, Inc. Proprietary and Confidential. 19

Creative Advertising Insights from comScore Ad Metrix
 Find the right places to promote your products
– Allergy medications – weather sites – Movies – YouTube, MySpace, Fandango

 Get creative
– Benadryl – Pollen Alert Widget; Zyrtec – free allergy forecast – Star Trek – Super Bowl, movie clips

 Don’t forget the calls to action
– Claritin - 10 free days; Nasonex - $10 savings

– Lowe's - Buy one get one free, mail-in rebate
– Star Trek - Click to get tickets & showtimes

 Convert the customers you attract with your display ads
– Lowe’s Outdoor Living landing page
Enhance Your Outdoor Space (weekend projects) Get Inspired! (weekend play)
© comScore, Inc. Proprietary and Confidential. 20

Ad Metrix – A Comprehensive View of Online Advertising Landscape
For Agencies and Advertisers

 Understand where your competitors’ are advertising
 Gain insight into actual display ads and creative messages used in
competitors’ campaigns down to the product level

 Evaluate display advertising strategies using sophisticated metrics  Optimize advertising placement strategies by understanding ad clutter
demographics and GRP metrics on specific publisher sites

For Publishers

 Identify which companies advertise with your competitors but not with you  Understand how well you perform relative to your competition

 Learn how your website performs relative to your competition on key
advertising metrics, such as ad clutter, exposed UVs, demos and more
© comScore, Inc. Proprietary and Confidential. 21

Ad Metrix Highlights
 Precise.
Uses patented proprietary tracking technology to identify the specific person within the household who sees each advertisement.

 Comprehensive.
Tracks all ads delivered to a panelist’s browser—static, dynamic, rich media, ads in widgets and ads behind secure pages.

 Granular.
Offers visibility into category, company and brand level advertisements and provides details on creative messages used in specific campaigns.

 Insightful.
Includes the full range of advertising metrics, such as expenditures, category share, ad clutter, exposed unique visitors, frequency, reach, GRPs and publisher-level demographics.
© comScore, Inc. Proprietary and Confidential. 22

Questions?
 Thank you!  Feel free to email John Triggs at: jtriggs@comscore.com  For more information on Ad Metrix, please visit:
http://comscore.com/Products_Services/Product_Index/Ad_Metrix/

© comScore, Inc. Proprietary and Confidential.

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