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OnlineistheNewPrimetimeGianFulgoniChairmanWebContent2008June18,2008MEASURINGTHEDIGITALWORLDProprietaryandConfidentialDonotdistributewithoutwrittenpermissionfromcomScore2WhyisOnlinetheNewPrimetime?■It’swheretheaudienceis.■Therearepowerfulnewtoolsforonlinemediaplanningandanalysis■Wehaveproofofthepowerofonlineadvertising:–Correctmetrics–Canmeasurelatentimpact–Canshowimpactonoffline(e.g.in-store)sales–Candemonstratelongtermbrandingbenefit■Budgetsrapidlyshiftingonlineaseffectivenessandefficiencyofonlinemarketingisdemonstrated,butInternetmarketingstillunderutilizedbymanyindustriesProprietaryandConfidentialDonotdistributewithoutwrittenpermissionfromcomScorecomScoreCustomerKnowledgePlatform:A360°Viewof2MillionGlobalInternetUsersPassivelyObservedBehaviorandSurveyMeasurementDesignedtoberepresentativeoftheonlinepopulationProjectabletothetotalU.S.populationErnst&Youngcertifiedforinformationprivacy&securityDEMOGRAPHICS•Self-reportedandvalidated•AppendedSegments(e.g.Claritas,Acxiom)•Individual&HouseholdLevelWEBVISITING&VIEWING•AllWebSite/PageClickStream•ContentViewed•SearchEngineQueries•KeywordUsedSURVEYS•E-mailorContextual“Pops”•Behavior-activatedSurveys•ObservationofAllSurveysTakenAcrossAllSuppliersONLINETRANSACTIONS•AllSecureSessionActivity•PurchasesandSubscriptions•PricePaid,Shipping&Handling,Promotions•Applications/ConfigurationsMARKETINGSTIMULI•OnlineAds•ReferralLinksOFFLINEPURCHASING•LinkedusingNameandAddress•ClientCRMDatabases•RetailerLoyaltyCardData•IRIScannerPanelDataProprietaryandConfidentialDonotdistributewithoutwrittenpermissionfromcomScoreTheInternetisaalreadyamassivemedium,butstillgrowingrapidlyinavarietyofways■191millionU.S.peopleage2+onlineinamonth,spendinganaverageof30hoursonlineperperson*–But77%of841millionglobalInternetusersnowoutsideofU.S.■99%ofonlinepopulationsearchinamonth,conducting80searchespersearcher**■73%ofonlinepopulationstreamavideo,viewinganaverageof83videosperviewerpermonth***–Up50%vsYA■67%ofonlinepopulationvisitasocialnetworkingsite,spending4hourspermonthpervisitor*■Onlineconsumerspendingtotaled$200Bin2007,up20%vs.YA–Non-travelrepresents8%ofconsumerspend(excl.food,gas,andautos)ProprietaryandConfidentialDonotdistributewithoutwrittenpermissionfromcomScoreUserGeneratedContentSitesGrowingRapidly5010,00020,00030,00040,00050,00060,00070,00080,0001[M]MYSPACE.COM*2[M]YOUTUBE.COM3[M]Blogger4[P]FACEBOOK.COMPeople(000)MonthlyUniqueVisitors(000)ProprietaryandConfidentialDonotdistributewithoutwrittenpermissionfromcomScoreTheInternetisthe3rdmostusedmediumandabouttobecome2ndonlytoTVNewspapers8%Magazines7%WatchingTV37%VideoorDVDs12%Radio19%Internet*17%Source:ForresterResearch,March2007*Excludesworkusage.ProprietaryandConfidentialDonotdistributewithoutwrittenpermissionfromcomScoreInternet’sreachexceedsTV’sfrom7amto8pm7Source:NationalPeopleMeter,comScoreMediaMetrix2007051015202530354045%People15+UsingMediumTVInternetTVInternetProprietaryandConfidentialDonotdistributewithoutwrittenpermissionfromcomScoreInternetAdRevenuesContinuetoSurgeQuarterlyInternetAdvertisingRevenues($Billions)1998199920072006200520042003200220012000Source:InteractiveAdvertisingBureau(IAB),PricewaterhouseCoopers(PwC)estimates.8$21.1Bin2007,Up26%Over2006ProprietaryandConfidentialDonotdistributewithoutwrittenpermissionfromcomScoreAdDollarsareFlowingOnlineInternetOutdoorCableTVMagazinesDirectMailMiscellaneousOverallTradeJournalsYellowPagesBroadcastTVRadioNewspapers$21Billion$7$26$14$61$39$295$4$14$46$19$44MediaAdvertisingDollarsSpentin2007*PercentChangefrom2006Source:GlobalInsightsaspublishedinBusinessWeek*Othersourcesmaydefinecategoriesdifferently,leadingtodifferentresults60%ofalladspendingintraditionalmediagoestobrandingcampaignsProprietaryandConfidentialDonotdistributewithoutwrittenpermissionfromcomScoreYet,onlineisonly7%oftotaladspending!2007Estimate($inMillions)Source:AdvertisingAgebyRobertJ.Coen,McCann-EricksonInc;NewspaperAssociationofAmerica;RadioAdvertisingBureau;SimbaInformation;OutdoorAdvertisingAssociationofAmerica;InteractiveAdvertisingBureau(IAB);LehmanBrothers%TotalDirectMail$60,98821%BroadcastTV$45,74915%Newspaper$42,93914%Internet$21,1007%CableTVNetworks$20,4797%Radio$18,5926%YellowPages$14,5385%ConsumerMagazine$13,6955%Allother$55,97719%Total$296,100100%10ProprietaryandConfidentialDonotdistributewithoutwrittenpermissionfromcomScoreU.S.OnlineAdvertising:Onethirdbranding;twothirdsdirectresponse11Source:InteractiveAdvertisingBureau(IAB),PricewaterhouseCoopers(PwC)estimates.TotalOnlineAdvertising2007:$21.2Billion•Searchisthebiggestpieceofonlineadvertising•Brandingspendingstillunder-developedDisplay24%Search41%Classifieds16%Other9%Rich10%DisplaySearchClassifiedsOtherRich/VideoProprietaryandConfidentialDonotdistributewithoutwrittenpermissionfromcomScoreTheWebAlreadyDeliversMoreAdvertisingThanTV!12-50.00100.00150.00200.00250.00300.00InternetTV1.4x-1,0002,0003,0004,0005,000InternetTV2.2xMonthlyGRP’sMonthlyImpressionsPerPersonSource:DisplayImpressions:comScoreAdMetrix,Jan-08,TelevisionGRP’s:comScoreEstimates12TheCPM’sarejustmuc