Comscore, Inc. · NASDAQ:SCOR

Comscore — From Keywords to Content webinar (March 2010)

29 slides from Comscore's conference presentation, Mar 10, 2010

1. Slide 1: From Keywords to Content: Extend the Power of Search Branding

   From Keywords to Content: Extend the Power of Search Branding Eli Goodman & Anna Kassoway March 10, 2010

2. Slide 2: Powerful Platform

   Powerful Platform Global Panel of 2 Million Users, Largest of Its Kind The Only Global Measurement of 360° View of Consumer Behavior Audience and e-Commerce Web Visiting and Viewing Demographics Online / Offline Life Stages Transactions Streaming Search Video Behavior 41 Media Metrix Reported Countr

3. Slide 3: What We Do: Vibrant Manages Over 5 Billion Hyperlinks Every Month

   What We Do: Vibrant Manages Over 5 Billion Hyperlinks Every Month We Appear on 4,500+ We Work With the Ad Age Premium Publishers Top 100 Brand Advertisers We Reach Over 170 Million Unique Users Every Month* US: 98 Million EU: 72 Million *comScore, 2010 © comScore, Inc. Proprietary and Confidential.

4. Slide 4: What is Branding?

   What is Branding?  The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. © comScore, Inc. Propri

5. Slide 5: How Consumers Spend Time Online Has Changed Greatly in the Last 5 Years

   How Consumers Spend Time Online Has Changed Greatly in the Last 5 Years  Consumers now spend over 40% of their online time with Content, and only about one-fourth of their time with email and IM  Community is a relatively new and growing segment Share of Online Time, 2003 Q1 2009 © comScore, Inc.

6. Slide 6: The Internet is Disproportionately Used for Direct Response Advertising

   The Internet is Disproportionately Used for Direct Response Advertising Measured Media Spend: $186B 63% Total dollars Brand Only 23% Online are spent on Brand $118B dollars are spent on Marketing Brand Marketing Online Media Spend: $26B $6B $20B Response Direct $68B 37% Total dollars are spent on Di

7. Slide 7: Online is Getting its Fair Share of DR Ad Spend

   Online is Getting its “Fair Share” of DR Ad Spend – Not the Case with Brand But online takes just 5% of total Brand $118B Brand spend $6B $20B Response Online accounts Direct $68B for 30% of Direct Response spend Source: Brand.net analysis based on data from Barclays Capital, Think Equity © comScore

8. Slide 8: Brands are King in Search both Paid and Organically

   Brands are “King” in Search both Paid and Organically Only 5 Generic terms in the Top 200 – All “Wedding” and “Prom” related But how do you go beyond your brand name and truly make that emotional connection? © comScore, Inc. Proprietary and Confidential. 8 Source: comScore Marketer

9. Slide 9: The Solution? Encourage Advertisers to Think of Search as the Traffic Driver

   The Solution? Encourage Advertisers to Think of Search as the Traffic Driver to the Brand Mechanism, Not Just the Brand  Done right: Food companies & recipe  Could be done better: Where is GE’s search: advertisers take advantage of “ecomagination” when I search for clean organic related listings.

10. Slide 10: Very Few Searches for Ecomagination

    VERY Few Searches for “Ecomagination” or Terms That Would Land You Here – But Focusing on the Customer Can Find You Clicks  All about GE  Most people don’t care about GE  People DO care about conserving energy  Useful content ranks better than ad copy  There is real query volume behind useful c

11. Slide 11: The CPG Industry

    The CPG Industry $700+ Billion in Annual Sales 23% of Sales Spent on Marketing 12% on Trade Marketing 5% on Consumer Promotion 5% on Advertising Only 1% on Internet © comScore, Inc. Proprietary and Confidential. 11

12. Slide 12: Situation: Search Has Long Been Considered a Direct Response Medium

    Situation: Search Has Long Been Considered a Direct Response Medium  Let’s put ourselves in a CPG brand manager’s shoes and compare search marketing to the classic branding vehicle – television:  Text search ads ≠ emotional connection – TV is perfect emotion-based advertising  Search is extremely

13. Slide 13: Problem: Majority of Advertising Dollars go to Branding

    Problem: Majority of Advertising Dollars go to Branding We all agree that more traditional ad spending should move online, but…. 80% of online ad dollars are spent on direct response 75% of traditional ad dollars are spent on branding © comScore, Inc. Proprietary and Confidential. 13

14. Slide 14: Solution 2: Use Search to Drive Users to Brand Experiences

    Solution 2: Use Search to Drive Users to Brand Experiences Example: KraftFoods.com is almost exclusively a branding vehicle © comScore, Inc. Proprietary and Confidential. 14

15. Slide 15: Solution 2: Use Search to Drive Users to Brand Experiences

    Solution 2: Use Search to Drive Users to Brand Experiences Search is a major source of traffic for KraftFoods.com – 33% of clicks are from sponsored results through January 2010 © comScore, Inc. Proprietary and Confidential. 15 Source: comScore Marketer

16. Slide 16: How Does a Search-driven Brand Experience Hold Up to TV?

    How Does a Search-driven Brand Experience Hold Up to TV? Now let’s go back to the four challenges I listed earlier:  Does it allow for an emotional connection? – KraftFoods.com provides resources for families with tight budgets & schedules  Is it trackable? – Much more trackable than TV!  Does it

17. Slide 17: Words Are the Most Prevalent Way We Navigate the Internet

    Words Are the Most Prevalent Way We Navigate the Internet Searching for Words Clicking on Hyperlinked Words 3G Phone © comScore, Inc. Proprietary and Confidential. 17

18. Slide 18: Link-following continues to be the most common navigation action

    “Link-following continues to be the most common navigation action, accounting for about 45% of all page transitions.”* Recent Report on Web Use: ”Not Quite the Average: An Empirical Study of Web Use,” Harald Weinreich and Hartmut Obendorf, University of Hamburg 2008 © comScore, Inc. Proprietary and

19. Slide 19: Using Words to Market Brands

    Using Words to Market Brands Awareness (discover) Purchase (find) Blackberry Bold Display Ads Enable Search Ensures that the the Brand to Be Brand is “Found” “Discovered” © comScore, Inc. Proprietary and Confidential. 19

20. Slide 20: So How Do Hyperlinks Fit In?

    So How Do Hyperlinks Fit In? © comScore, Inc. Proprietary and Confidential. 20

21. Slide 21: Hyperlinks Present an Opportunity to Extend Your Search Keyword Campaign

    Hyperlinks Present an Opportunity to Extend Your Search Keyword Campaign into Your Display Media Plan blackberry mobile telephones smartphone © comScore, Inc. Proprietary and Confidential. 21

22. Slide 22: Let's Check Out Some Examples

    Let’s Check Out Some Examples © comScore, Inc. Proprietary and Confidential. 22

23. Slide 23: Delivering Local Search Content

    Delivering Local Search Content YELLOWPAGES.COM delivered useful, geo-targeted search results from merchant, event, service and product terms within relevant web content. © comScore, Inc. Proprietary and Confidential. 23

24. Slide 24: Rebranding with Health Terms

    Rebranding with Health Terms 7Up launched the newly enhanced Cherry 7Up as the “First Soda with Antioxidants” by aligning the brand with health related words within relevant web content. © comScore, Inc. Proprietary and Confidential. 24

25. Slide 25: Delivering Recipe Search Content

    Delivering Recipe Search Content Hellman's delivers useful recipe ideas and ingredient lists on related food terms within relevant web content. © comScore, Inc. Proprietary and Confidential. 25

26. Slide 26: How does the In-Text brand experience hold up to TV?

    How does the In-Text brand experience hold up to TV? Now let’s go back to the four challenges Eli listed earlier: 1. Does it allow for an emotional connection? - Hellman's is providing easy meal solutions for families with tight schedules when users engage with emotional words and food related words

27. Slide 27: Extend Your Search Keyword Campaigns Into the Content

    Extend Your Search Keyword Campaigns Into the Content Bridge the Gap Between Search & Display Awareness (discover) Purchase (find) Blackberry Bold © comScore, Inc. Proprietary and Confidential. 27

28. Slide 28: Conclusions

    Conclusions  Time spent online is shifting – More Content – More Community  Offline Brand Advertisers need to move dollars online – 5% of Brand spending online is not ideal  Branding Strategy – Order Reversal – Use the Consumers’ ideas and brand to them – Not the reverse (Using the Marketers’ wor

29. Slide 29: Thank You! Q&A?

    Thank You! Q&A? Eli Goodman Search Evangelist [email protected] Anna Kassoway Senior Vice President of Global Marketing & Creative Solutions [email protected] © comScore, Inc. Proprietary and Confidential. 29

comScore — From Keywords to Content webinar (March 2010) on 6ix