comScore, Inc. Proprietary.

For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 1
Tr Nm/ Grarra//ca cf Mrd/a
Mrmarrmra/
How better metrics enable online branding in the UK
PAUL GOODE, SVP REGIONAL MARKETING
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 2
AD SPEND in UK
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 3
6.3ba
IAB UK: THE UK DIGITAL MEDIA MIX (% SHARE OF REVENUES 2013)
55%
Full year 2013 total
Paid for search
Source: IAB / PwC digital adspend full year 2013
30%
Display
14%
Classied
Category 2012 Share
Search 57%
Display 27%
Classied 15%
1%
Other
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 4
1,862m
IAB UK: BANNERS + EMBEDDED FORMATS + VIDEO = 92% OF DIGITAL DISPLAY
52%
Full year 2013 display total Banners 962m
Other 1% 23m
Interruptive formats 1% 16m
Tenancies 1% 12m
Dedicated tablet 2% 34m
Sponsorship 3% 57m
Online video 17% 325m
Banner in social 23% 433m
Source: IAB / PwC digital adspend full year 2013
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 5


Source: IAB / PwC digital adspend full year 2013
IAB UK: MOBILE AD SPEND
TOTAL MOBILE MARKET
2013


TOTAL MOBILE MARKET 2012
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 6
IAB UK: BRAND ADVERTISING ONLINE IS 17% OF TOTAL
2009 2010 2011 2012 2013
10%
12% 12%
13%
14% 14% 14%
15% 15%
17%
Source: IAB estimate based on IAB / PwC digital adspend full year 2013
H1
H2 H1
H2
H1 H2 H1
H2 H1
H2
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 7
INGREDIENTS OF DIGITAL SUCCESS IN THE UK
1. Deregulated markets & competition in internet access & mobile
2. English speaking, European HQ for us internet & media companies, size/GDP
3. London - media & advertising hub, attracting global talent
4. No ads on BBC TV. Number of TV ads limited on commercial channels
5. Openness, IAB UK, media measurement, desire to learn what is next
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents comScore, Inc.
EVOLUTION OF DIGITAL MEDIA
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 9
Publisher
BRAND PERFORMANCE
Advertiser
Agency
Advertiser
Publisher
Publisher
CHAPTER 1: MEDIA BUYS PLANNED ON KNOWN PUBLISHERS;
SEDUCTIVE POWER OF THE CLICK

AD SERVER
TRADING
CURRENCY
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 10
P
L
A
N
N
I
N
G

C
U
R
R
E
N
C
Y

CHAPTER 2: PLANNING TOOLS REPORT PEOPLE & MORE SITES.
NOT ALIGNED TO TRADING CURRENCY

Publisher
Advertiser
Agency
Advertiser
Publisher
Publisher
BRAND PERFORMANCE
AD SERVER
TRADING
CURRENCY
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 11
N
E
T
W
O
R
K
S

&

E
X
C
H
A
N
G
E
S


CHAPTER 3: AD NETWORKS/EXCHANGES LOSS OF CONTROL ON WHERE
ADS RUN. CONTENT MATTERS

P
L
A
N
N
I
N
G

C
U
R
R
E
N
C
Y

Publisher
Advertiser
Agency
Advertiser
Publisher
Publisher
BRAND PERFORMANCE
AD SERVER
TRADING
CURRENCY
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 12
Programmatic &
1st & 3
rd
PARTY
DATA
CHAPTER 4: PROGRAMMATIC + DATA OFFER PROMISE TO BUY
AUDIENCES, NOT MEDIA PROXIES

N
E
T
W
O
R
K
S

&

E
X
C
H
A
N
G
E
S

P
L
A
N
N
I
N
G

C
U
R
R
E
N
C
Y

Publisher
Advertiser
Agency
Advertiser
Publisher
Publisher
BRAND PERFORMANCE
AD SERVER
TRADING
CURRENCY
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 13
TV GRPs
PRINT GRPs
DIGITAL vGRPs
CHAPTER 5: PERSON-BASED TRADING METRICS WITH VIEWABILITY
AND AUDIENCE GUARANTEES

Publisher
Advertiser
Agency
Advertiser
Publisher
Publisher
BRAND PERFORMANCE
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 14
TV
PRINT
DIGITAL
CHAPTER 6: CROSS MEDIA ALIGNMENT WITH COMPREHENSIVE
MARKETING MIX MODELS

Publisher
Advertiser
Agency
Advertiser
Publisher
Publisher
BRAND PERFORMANCE
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 15
Global Advertisers drive move to Viewability & Audience Guarantees.
Download at
www.comscore.com/bestpractices

Mak/ag Mrmarrmra/
Makr Srasr
Driving the move from trading on Served
Impressions to Person-based Metrics
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 16
At Kelloggs we have /r/p|rd car d/g//a|
markr//ag sprad over the past few years
One of the key factors justifying this shift is
the ability to measure every impression
from v/rwab/|//g to targeting effectiveness

Matt Pritchard, European Digital Director at Kellogg Company
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 17
FROM PLATFORMS TO PEOPLE:
BETTER DIGITAL PLANNING in UK
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents
MULTI-PLATFORM
MAJORITY


Source: comScore MMX Multi-Platform - % of Total Digital Population using more than one platform out of Computer, Phone or Tablet
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents
NEW DEVICES = NEW DIGITAL TIME. PEAK PC
Source: comScore MMX MP
Feb 2012 Feb 2014
AVERAGE PC MINS / USER
AVERAGE PC MINS / USER
AVERAGE TOTAL DIGITAL
POPULATION MINS / USER
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents

Drmcgraph/rs
BEST AVAILABLE SCREEN?
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents




//mr/p|arr
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/ ra//caa|
rca/ra/
Drmcgraph/rs
BEST AVAILABLE SCREEN?
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents

Drmcgraph/rs
BEST AVAILABLE SCREEN?
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents
BEST SCREEN FOR CAR BRAND WITH YOUNG MOBILE AUDIENCE?
TOPGEAR PC
TOPGEAR MOBILE / TABLET
GUMTREE (CARS, VANS, MOTORBIKES) PC
GUMTREE
(C,V,M)
MOBILE / TABLET
AUTOTRADER PC
AUTOTRADER MOBILE / TABLET
Platform % Split
Source: comScore MMX MP
5,855
2,187
760
Total Digital
Population (000s)
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents
BEST SCREEN FOR CAR BRAND WITH YOUNG MOBILE AUDIENCE?
TOPGEAR PC
TOPGEAR MOBILE / TABLET
GUMTREE (CARS, VANS, MOTORBIKES) PC
GUMTREE
(C,V,M)
MOBILE / TABLET
AUTOTRADER PC
AUTOTRADER MOBILE / TABLET
Platform % Split
108
120
81
89
114
157
Men 25-55yr
Index
102
105
156
129
100
42
Women 25-55yr
Index
Source: comScore MMX MP
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents




//mr/p|arr
rmc//caa|
/ ra//caa|
rca/ra/
Drmcgraph/rs
BEST AVAILABLE SCREEN?
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 26
MOBILE FIRST AND MOBILE LAST ALL CONTENT CATEGORIES
Source: comScore Device Essentials
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 27
WEATHER
Source: comScore Device Essentials
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents 28
RETAIL
Source: comScore Device Essentials
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents
RETAIL: THE BEST DEVICE FOR THE JOB?
0%
10%
20%
30%
40%
50%
50% 60% 70% 80% 90% 100%
AMAZON
EBAY
M&S
CAMELOT
JOHN LEWIS
TRAINLINE
GROUPON
PC LEGACY
MULTI-PLATFORM
MAJORITY
MOBILE
ENABLEMENT
JD SPORTS
PC % vs. total digital population
M
o
b
i
l
e

%

v
s
.

t
o
t
a
l

d
i
g
i
t
a
l

p
o
p
u
l
a
t
i
o
n

Source: comScore MMX MP
BUBBLES REPRESENT % OF
MULTI-PLATFORM OVERLAP
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents




//mr/p|arr
rmc//caa|
/ ra//caa|
rca/ra/
Drmcgraph/rs
BEST AVAILABLE SCREEN?
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents
COMFORT LEVELS: INDEX OF MOBILE-ONLY UPLIFT
WebMD Health Indeed (Jobs) Barclays Bank Direct.gov.uk First Direct
100 index
Source: comScore MMX MP
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents
Prak hcar for browsing
on all platforms combined is
RATIONAL VS ASPIRATIONAL
00 09
baak/ag
00 12
arwspaprrs
00 21
/ravr|
Source: comScore Device Essentials
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents




//mr/p|arr
rmc//caa|
/ ra//caa|
rca/ra/
Drmcgraph/rs
BEST AVAILABLE SCREEN
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents
NEWS / INFORMATION TRAVEL
WEATHER
+28%
+41%
+77%
MAPS
+62%
AUDIENCE UPLIFT VARIES DRAMATICALLY BY CATEGORY
Source: comScore MMX MP
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents
1. Clicks are at best an incomplete metric and at worst a misleading one.
2. Content that engages consumers can amplify the effect of an ad next to it.
3. Cookie deletion & multi-platform users can create havoc in media planning, execution
and campaign evaluation. Insights into person-based behaviour needed.
4. Advertisers are demanding viewability and audience guarantees to give a trusted
& comparable person-based metric to traditional media.
5. Digital campaigns have the ability to build brands and lift e-commerce and retail
sales, and as in traditional tv advertising, creative plays a critical role.
comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to
http://comscore.com/About_comScore/Patents
PAUL GOODE
SVP REGIONAL MARKETING
pgoode@comscore.com