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OnlineistheNewPrimetimeGianFulgoniChairman,WebContent2008June18,2008,MEASURINGTHEDIGITALWORLD,2,WhyisOnlinetheNewPrimetime?,Itswheretheaudienceis.TherearepowerfulnewtoolsforonlinemediaplanningandanalysisWehaveproofofthepowerofonlineadvertising:CorrectmetricsCanmeasurelatentimpactCanshowimpactonoffline(e.g.in-store)salesCandemonstratelongtermbrandingbenefitBudgetsrapidlyshiftingonlineaseffectivenessandefficiencyofonlinemarketingisdemonstrated,butInternetmarketingstillunderutilizedbymanyindustries,comScoreCustomerKnowledgePlatform:A360Viewof2MillionGlobalInternetUsersPassivelyObservedBehaviorandSurveyMeasurement,DesignedtoberepresentativeoftheonlinepopulationProjectabletothetotalU.S.populationErnstNewspaperAssociationofAmerica;RadioAdvertisingBureau;SimbaInformation;OutdoorAdvertisingAssociationofAmerica;InteractiveAdvertisingBureau(IAB);LehmanBrothers,10,U.S.OnlineAdvertising:Onethirdbranding;twothirdsdirectresponse,11,Source:InteractiveAdvertisingBureau(IAB),PricewaterhouseCoopers(PwC)estimates.,TotalOnlineAdvertising2007:$21.2Billion,SearchisthebiggestpieceofonlineadvertisingBrandingspendingstillunder-developed,TheWebAlreadyDeliversMoreAdvertisingThanTV!,12,2.2x,MonthlyGRPs,MonthlyImpressionsPerPerson,Source:DisplayImpressions:comScoreAdMetrix,Jan-08,TelevisionGRPs:comScoreEstimates,12,TheCPMsarejustmuch,muchlowerforInternet.,Frequentnewsaboutmovesonline,“Onlineisgettingtothepointwhereitmaybemoreimportantthanthe30-secondTVspot.”JoelEwanickVPMarketingHyundaiMotorAmerica,13,“Thecountrysthird-largestadvertiser(GeneralMotors)isgettingreadytoshiftfullyhalfofits$3billionbudgetintodigitalandone-to-onemarketingwithinthenext3years.”AdvertisingAgeMarch17,2008,Evenad-spendinggiantPbasedonholiday-relatedpurchasescompletedonlineandofflineacross11productcategoriesfor60dayspost-search,DirectOnlineEffects,16%,LatentOfflineEffects,63%,LatentOnlineEffects,21%,TheThreeComponentsofhowSearchDrivesBuying,28,THESEARCHMARKETINGOPPORTUNITYAllCPGCategories,NearlyhalfofInternetUserssearchonCPGrelatedtermsorvisitCPGrelatedsites.,Source:comScoreMarketingSolutions;3MonthsEndingApril2007TotalU.S.,%INTERNETREACH,UNIQUEVISITORS,UVsUSINGSEARCH,“TheDigitalShelf”:comScoreStudywithPNon-Searchers(n=751)QA15/12a:Whydidyouswitch?Base:Searchers(n=625);Non-Searchers(n=208)=Significantdifferenceat90%confidence.,Price(MainReasonforSwitching)Searchers27%Non-Searchers38%,31,32,TheBrandLiftofSearch,Query:Unbranded(i.e.,“fuelefficientcar”),Methodology:TestingtheBrandsPlacement,Control(Nobranding“BrandX”doesnotappearontheSERP)BrandappearsinTopSponsoredresultonlyBrandappearsinTopOrganicresultonlyBrandappearsinbothTopSponsoredandTopOrganicresultsBrandappearsinSideSponsoredresultonly,TopSponsored,Subjectsenteredanunbrandedqueryandsawoneofthefollowingsearchengineresultspages(SERP):,Source:EnquiroSearchSolutions,Inc.,July2007.,Note:Allsubjects(N=2722)are25+andconsideringpurchasinganewcarwithinthenextyear(testbrand:majorimportautomaker).,34,TestBrandOtherNone,A16%PointIncreaseinBrandAssociationWhenBrandIsinTopSponsoredandTopOrganicResults,Whenyouthinkoffuel-efficientcars,whichcometomind?,42%pointgapbetweentestbrandandanotherbrand,16%,Control,SideSponsored,TopSponsoredListing,TopSponsoredNote:Thereisasignificant(7%point)increasefromControltoSideSponsored,aswell.,Query:Unbranded(i.e.,“fuelefficientcars”),35,A2.2xLiftinAidedBrandRecallWhenBrandIsinTopSponsoredandTopOrganicResults,Whichofthefollowingbrandsdoyourememberseeinginthesearchresultspageyoujustviewed?,SideSponsored,TopSponsored,TopSponsored&TopOrganic,TopOrganicListing,TestBrandOther,0%,10%,20%,30%,40%,50%,60%,70%,Source:EnquiroSearchSolutions,Inc.,July2007.,Query:Unbranded(i.e.,“fuelefficientcars”),TestBrand,36,WhatabouttheimpactofInternetadcampaignsonin-storesales?,37,ClosetheLoopStudies(DonewithYahoo!),DozensofstudiestoassesstheimpactofpaidsearchandbanneradsononlineandofflinesalesRealworldanalysis:comScorepanelistsdividedintotwomatchedgroups(exposedandnon-exposedtoadvertising)SearchonlyDisplayadsonlySearchanddisplayadstogetherNeitherPassivelymeasuredbehavior,nosurveysinvolvedLinkedtoin-storesalethroughCRMdatabases,retailerloyaltycards(e.g.Kroger),IRIscannerpanel,38,39,Search+DisplayAdEffectivenessResults:comScoreNormsforOfflineSalesLift,IncrementalImpactOnOffline$s,Searchadsgenerateagreaterliftinofflinesales,buthaveafarlowerreachandcostsubstantiallymorethanDisplayads,Offline$Per(000)Exposed,11%,8%,80%,%ofAllExposedUsers,SomeSummaryThoughtsfortheFuture,ThemovetoonlineadvertisingisinfullgearItwillspreadrapidlyastraditionaladvertisersunderstandit