iMedia Spring 2002 Summit
Using Online Buyingto Plan Media
comScore Mission
To improve the efficiency and effectiveness of clients’ advertising, sales and marketing efforts — both online and offline
About comScore Networks
• One of the largest online databases in the world with more than 1.5 million global opt-in participants
• A representative cross section of the global Internet universe
• Accurate measurement of the key consumer segments, (e.g. at Home, at Work, at Universities, International/Worldwide)
• Unique passive server side data collection methodology
$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
1Q '01 2Q '01 3Q '01 4Q 01
US Dept of Commerce comScore
comScore Estimate = (Total Non-Travel – Event Tickets + Estimated Auction Fees)
comScore vs. US Dept of Commerce
Consumer e-Commerce Sales in $Billions
e-Commerce Growing in Importance
Consumer e-Commerce Sales as % of Total Retail
0.7%
0.8% 0.8%
0.9%
1.1%
1.0%
0.9%
1.0%
1.2%
4Q99 1Q00 2Q00 3Q00 4Q00 1Q01 2Q01 3Q01 4Q01
(excluding Travel and Event Tickets)Source: U.S. Department of Commerce
netScore Projection of Worldwide Internet Usage
Machines (March 2002)USUniv
3%
US Work19%
US Home20%
Int'l58%
The Big Picture
Total WW Internet Usage has Grown to 320MM Machines
122.6
46.9
9.6
US Univ
US Work
US Home
US Online Population (Millions)
The Big PictureHow are They Accessing the Internet?
*US Only
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Dial-up
Broadband
2001 2002
% of Daily Online Sales by Hour US Home + Work + School
Excluding Travel and Auction Sales - August 2001
4%
5%
6%
7%
8%
9%
6am 7am 8am 9am 10am11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm
Dollars Spent
$45
$85
$5$0$10$20$30$40$50$60$70$80$90
Home
Work
Inte
rnat
ional
HomeWorkInternational
Impact of Machine Location
Machine Location Is Critical
Visitor Buying Power
% of US Daily Online Sales By Hour and PC Location
Excluding Travel and Auction Sales - Aug 2001
0%2%4%6%8%
10%
6am 7am 8am 9am 10am11am12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm
WorkHomeSchool
Buying Power Index (BPITM)
Compare the Value of Site A Versus Site B’s Audience
Case Study
Evaluating Orbitz’ Media Plan
Online Sales Grew Over the Past Year, Driven by the Travel Category
Allocating Orbitz’ Ad $
Source: comScore
$3.7$4.9
$5.7$5.0
$7.0
$1.7
$1.6
$2.0$2.7
$2.4
$1.3
$1.2
$1.1$1.7
$1.3
$1.2
$0.9
$1.0
$1.1
$1.7
$0.6
$0.8
$0.7
$1.2
$0.7
$11.5
$12.5$13.3
$15.8
$17.0
$-
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$14.0
$16.0
$18.0
Q1 2001 Q2 2001 Q3 2001 Q4 2001 Q1 2002
Consumer Electronics
Offi ce
Apparel & Accessories
Computer Hardw are
Travel
TOTAL ONLI NE SALES
Orbitz’ Q4 Spending Focused on High Traffic Sites
AllocatingOrbitz’Ad $
Q4 2002 Ad SpendingTop Sites
41%
15%
8%6% 5%
LYCOS EXCITE
ALTAVISTA AT&TWORLDNET
WEATHER.COM
Source: 4th Quarter 2001 CMR
Many Smaller Sites Have a Higher Travel BPI
AllocatingOrbitz’Ad $
131 130 143
193 207
291 307 312337
371
LYCOS
EXCITE
ALTAVISTA
AT&T WORLDNET
WEATHER.C
OM
map
sonus.
com
sonyp
ictu
res.
com
super
pages
.com
foodtv
.com
ezsw
eeps.
com
Source: netScore April 2002
Other Sites May be More Cost Effective Due to Their Higher Travel BPI
AllocatingOrbitz’Ad $
Travel BPI
Impressions (000's)
Cost based on "actual" ($2
CPM)
Weighted Impressions*
Effective CPM**
LYCOS 131 10,000 $20,000 13,100 $1.53EXCITE 130 10,000 $20,000 13,000 $1.54ALTAVISTA 143 10,000 $20,000 14,300 $1.40AT&T WORLDNET 193 10,000 $20,000 19,300 $1.04WEATHER.COM 207 10,000 $20,000 20,700 $0.97Total Actual 50,000 $100,000 80,400 $1.24
mapsonus.com 291 10,000 $20,000 29,100 $0.69sonypictures.com 307 10,000 $20,000 30,700 $0.65superpages.com 312 10,000 $20,000 31,200 $0.64foodtv.com 337 10,000 $20,000 33,700 $0.59ezsweeps.com 371 10,000 $20,000 37,100 $0.54Total Proposed 50,000 $100,000 161,800 $0.62
*=(Impressions)(BPI/100)**=Actual/Weighted Impressions
• Work traffic is 26% of online traffic in the US• Work purchasing is a critical component of
online sales • Travel is a top category purchased online
with more than 7$Billion in Q1 online sales• Using information about where buyers of
specific categories can be found, can make media planning and buying more efficient
In Summary