20160630

3 comScore vCE Benchmarks

IX Survey
12 ()

2016 06 30

I
X


comScore vCE Benchmarks

2016 06 30

comScore vCE Benchmarks

(Ad Blocking) (Invalid Traffic, IVT) (Low Viewability)

2016 06 30

comScore vCE Benchmarks

Invalid Traffic

Viewability

Audience

2016 06 30

The Value of a Digital Ad: How Delivery and Brand/Sales Effect Can Drive Advertising ROI

comScore vCE Benchmarks

(Ad Fraud)

80%

(2015 12 )
PC

CPM

(Sophisticated Invalid traffic)*

IVT

4.5

PC

PC
2016 06 30

* Sophisticated Invalid traffic:

Media Rating Council (MRC)

comScore Custom Analytics, Global, December 2015; comScore vCE Benchmarks, US, Q1 2016

comScore vCE Benchmarks

(52%)

ROI

2016 06 30

comScore vCE Benchmarks, US, Q1 2016

comScore vCE Benchmarks

PC 39% - 50%

41%

PC

2016 06 30

PC

comScore vCE Benchmarks, Global, Q1 2016;

The Value of a Digital Ad: How Delivery and Brand/Sales Effect Can Drive Advertising ROI

comScore vCE Benchmarks

37% 44%

2016 06 30

comScore vCE Benchmarks, Global, Q1 2015.;

The Value of a Digital Ad: How Delivery and Brand/Sales Effect Can Drive Advertising ROI

comScore vCE Benchmarks

(Ad Blocking)

18-24

18-24

100%

42%

PC
2016 06 30

US

CA

UK

DE

comScore Custom Analytics, Global, 2015


(Ad Blocking) (Invalid
Traffic, IVT) (Low Viewability)

(Sophisticated Invalid traffic)

comScore 2014
MdotLabs MdotLabs comScore IVT

PC 39% - 50%

ROI

2016 06 30

IX
()

2016 06 30

()

2016 6 4 5
() 2,128

I
X

2016 06 30

()

Key Findings

37.4%

(App)

(App)

2016 06 30

48.1%44.1%
()
37.8%

YouTube/PPS

SKIP
(61.9%)

I
X

()

18.8%

37.4%

43.8%

Base N=2,128
Jun. 2016

37.4%(43.8%)

2016 06 30

I
X

()

64.8%

(App)

32.7%

68.1%

2.5%

28.9% 3.1%

10.2%
(App)

14.1%

42.3%

47.5%

37.5%

64.3%

32.6%

3.2%

8.7%

39.7%

51.6%

App

64.4%

30.7%

5.0%

9.6%

38.6%

51.7%

49.8%

44.3%

41.4%
0%

25%

43.1%
50%

5.8%
15.5%

75%

100%

App 6.1%
6.6%
0%

41.9%

52.0%

35.1%
25%

I
X

48.4%

58.3%
50%

75%

100%

Jun. 2016

(App)

(App)
2016 06 30

()

(App)

96.9%
47.4%

96.8%

47.5%

97.5%

47.1%

46.0%

45.9%

App

95.0%

43.6%

94.2%

43.5%

41.5%

40.9%
84.5%

35.8%
0%

20%

40%

60%

80%

49.0%

42.4%

I
X

100%

=/

Jun. 2016

(App)(49.0%)

2016 06 30

()

46.0%

43.7%

29.2%

49.1%

48.9%

3C

29.0%

28.2%

10%

20%

27.4%
22.0%
18.4%

30%

40%

50%

Base N=796
Jun. 2016

I
X

29.0%

16.5%
0%

43.0%

25.3%

47.2%

17.0%
0%

20%

40%

60%

Base N=796
Jun. 2016

(46.0%) 19
(43.7%) 40
(49.1%)(48.9%)
(47.2%)

2016 06 30

()

48.1%

I
X

44.1%

37.8%

Base N=796
Jun. 2016

40

60%

35-39

40%

30-34

20%

25-29

0%

20-24

13.8%

19

(48.1%)
40 44.1%
37.8%19

2016 06 30

()

(App)

52.4%

40.7%

39.6%

App

36.6%

36.4%

31.1%
0%

20%

40%

60%

Base N=301
Jun. 2016

DVD

GPS

34.1%
32.7%
32.6%
31.4%
27.9%
27.1%
24.0%
22.2%
21.6%
19.9%
14.9%
14.4%
13.6%
11.8%
0%

20%

40%

Base N=301
Jun. 2016

(App)(52.4%)
(40.7%)
(34.1%) 35-39(32.7%)
19
2016 06 30

I
X

()

YouTube/PPS

8.9%
13.6%
61.9%

5.2%
5.7%
4.7%

47.1%
40.2%
36.8%
33.1%
I
X
31.5%
30.0%
26.2%
24.3%

Base
N=1,643
Jun. 2016

SKIP

23.8%
22.6%
19.0%

0%

10%

20%

30%

40%

Base N=932
Jun. 2016

SKIP(61.9%) 25-29

(47.1%)(40.2%)(36.8%)
2016 06 30

50%

()

26.8%
26.1%
27.0%
21.5%

10.2%

26.4%

9.4%

7.9%

8.9%

8.5%

()

8.3%
2.9% 9.8%

5.3%

5.6%
0%

54.2%

49.9%

47.6%
30.4%
38.9%

11.8%

97.4%

35.4%

22.3%

I
X

25.7%
24.4%
26.2%
18.4%
26.9%

10%
20%
30%
40%
50%
60%
June 2016

=/

35-39 40

2016 06 30

()

37.4%(App)
(App)

2016 06 30

I
X

()

(IX Survey)

CyberPanel

2016/06/042016/06/05
N=2,128
95%,2.12%
201605

2016 06 30

1056

49.6%

1072

50.4%

19

314

14.8%

20-24

199

9.4%

25-29

199

9.3%

30-34

216

10.2%

35-39

250

11.7%

40

950

44.6%

1003

47.1%

527

24.8%

598

28.1%

I
X

marcom@insightxplorer.com