20171002

3 2017 Top 10

I
X
IX Survey
27

2017 10 02

2017 Top 10

2017 10 02
Top 10 2017

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 4
 Top 10 Burning Issues in Digital
23%*



comScore

*: IAB Ad Revenue Report, US, 2017

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 5
2017 Top 10

TV DIGITAL

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 6
2017 Top 10

(opportunity-to-see, OTS)

(non-

viewable impressions) (invalid traffic, IVT)

OTS

2017 10 02 Top 10 Burning Issues in DigitalARO

2017 Top 10

ADVANCED
AUDIENCE DATA

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 8
2017 Top 10

comScore






OpenAP FOX Turner
Viacom OpenAP
comScore

2017 10 02 Top 10 Burning Issues in DigitalARO

2017 Top 10

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 10
2017 Top 10

3






Desktop -15%

Smartphone
+17%

App

Mobile App +15%

Mobile +15%

0% 20% 40% 60%
: comScore MMX Multi-Platform & Mobile Metrix,
US, Total Audience, June 2013 June 2017

2017 10 02 Top 10 Burning Issues in DigitalARO

2017 Top 10

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 12
2017 Top 10

4

comScore 2012 MMX Multi-Platform
= 254M
Desktop Mobile = 63%

comScore

= 193M comScore AMP, Apple News,
= 40% Facebook Instant Articles, Flipboard Google Play Newsstand

Smartphone Tablet
175M 96M

25% - 30%

: comScore MMX Multi-Platform, US, June 2017

2017 10 02 Top 10 Burning Issues in DigitalARO

2017 Top 10

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 14
2017 Top 10

5
(Device Graph)

(Device Graph)

Smartphone Tablet
175M 96M

2017 10 02 Top 10 Burning Issues in DigitalARO

2017 Top 10

6 CPMs

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 16
2017 Top 10

6 CPMs
premium non-premium *
**
Premium Publishers Non-Premium Publishers

0.89
Average 0.53

Upper
0.56
Funnel 0.42

Mid

1.87
Funnel 0.51
Smartphone Tablet
175M 96M
comScore validated
Lower 0.38
Funnel 0.35 Campaign Essentials (vCE)

*Premium publishers Digital Content Next
Non-premium Digital Content Next

**

2017 10 02 Top 10 Burning Issues in DigitalARO

2017 Top 10

VIEWABILITY

REACH FREQUENCY
AND GRPs

BRAND SAFETY AND

FRAUD
EFFECTIVENESS
AND ROI

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 18
2017 Top 10

7
2011



PC


Viewable Non-viewable
Invalid Traffic (IVT)

6% GRP

Smartphone
175M
Tablet
96M 38%
56%

: comScore vCE Benchmarks, US, Q2 2017

2017 10 02 Top 10 Burning Issues in DigitalARO

2017 Top 10

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 20
2017 Top 10

8
2016 Methbot



General IVT* Sophisticated IVT** Methbot
comScore MRC SIVT

10%
Methbot

2017 5 7 SIVT

IVT
Smartphone
175M
Tablet
96M
90%

*General IVT

**Sophisticated IVT:


: comScore vCE (Custom), May-Jul 2017 (US Desktop)

2017 10 02 Top 10 Burning Issues in DigitalARO

2017 Top 10

GROSS
IMPRESSIONS

ATTENTION

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 22
2017 Top 10

Smartphone
175M

2017 10 02 Top 10 Burning Issues in DigitalARO

2017 Top 10

10

2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 24
2017 Top 10

10

Most accurate

Advanced
multi-touch


Even credit

First touch &
last click

Least accurate

2017 10 02 Top 10 Burning Issues in DigitalARO



2017 10 02 Top 10 Burning Issues in DigitalARO

comScore, Inc. Proprietary. 26
 IX

2017 10 02 comScore, Inc. Proprietary. 27



2017 9 7 11 15-64
I
X

2,027

2017 10 02 comScore, Inc. Proprietary. 28



Android iPhone 20

81.0%
Android 75.5%
86.1%
26.5%
Apple iPhone 21.5% I
12.0% X
2.3%
Windows Phone 1.0%
1.8% 2017
0.7% 2016
Blackberry 0.2%
0.0% 2015

0% 20% 40% 60% 80% 100%
Base2017 N=2,027
2016 N=1,438
2015 N=2,337
Sep. 2017

Android Apple iPhone

20

2017 10 02 comScore, Inc. Proprietary. 29



400() 11.3%
401-600 18.0%
601-800 36.5% (/)
828
801-1000 13.9%
1001-1300 5.5%
1301() 14.9%
19.7%
40.2% 0% 10% 20% 30% 40% 50% I
X
40.1%
100() 11.3%
101-300 18.0%
301-500 36.5% (/)

501-700 13.9% 408
BASEN=2027 5.5%
701-900
: Sep. 2017 901() 14.9%

0% 10% 20% 30% 40% 50%

35-39 828
301-500 408 19.7%

2017 10 02 comScore, Inc. Proprietary. 30



App

()

46.2% 112

App 37.1% 1,764

I
X
41.9% 27.4% 1,353
58.1%
21.2% 424
41.9%
20.9%


0% 20% 40% 60%

BASEN=2027 BASEAppN=849
: Sep. 2017 : Sep. 2017

(41.9%)
(46.2%) 112 / App 37.1%
1,764 / 27.4% 1,353 /
424 /

2017 10 02 comScore, Inc. Proprietary. 31



Android Apple
iPhone 26.5% 20

828 / 408 / I
X

46.2% 37.1%
App 27.4% 21.2%

2017 10 02 comScore, Inc. Proprietary. 32



1014 50.0%

1014 50.0%
(IX Survey)
15-19 165 8.1%
20-24 189 9.3%
I
CyberPanel 25-29 188 9.3% X

15-64 30-34 206 10.1%

35-39 239 11.8%

40-44 217 10.7%

2017/09/072017/09/11
45-49 214 10.6%
50-54 217 10.7%
N=2,027
55-59 209 10.3%
95%,2.18%
201706 60-64 184 9.1%
928 45.8%
532 26.2%
567 28.0%
2017 10 02 comScore, Inc. Proprietary. 33


m marcom@ixresearch.com