For info about the proprietary technology used in comScore products, refer to On the Path to Accurate Cross-Channel & Cross-Platform Attribution September 10, 2015 Gian Fulgoni Co-Founder & Chairman Emeritus

© comScore, Inc. Proprietary. 2 Four Ways to Measure Marketing Impact on Sales 1.Direct Link To Sale 2. Attitudinal Survey 3. Aggregate Level 4. Individual / Household Level Attribution Modeling A/B Testing (test/control)

© comScore, Inc. Proprietary. 3 The Evolution of Attribution Measurement Cross- Platform Attribution Validated/ Causal Sales Lift Measurement Sales Lift Measurement Attitudinal Lift Measurement Click- Through Rate

© comScore, Inc. Proprietary. 4 $ Sales Lift Among Exposed HHs Compared to Unexposed HHs +17% Lift +27% Lift Source: “Whither the Click?” 139 comScore studies Journal of Advertising Research From Click-Through-Rate to A/B Test Display Ads Work Despite CTR Rates of Only 0.1% Exposure to display ads doesn’t just impact online sales – it also lifts in-store sales The absolute dollar lift in offline sales is 5x higher than lift in e- commerce sales

© comScore, Inc. Proprietary. 5 Source: comScore Ad Effectiveness Solutions Sales Lift Measurement Using A/B Tests The Synergy of Search & Display +119% Incremental Lift in Offline Sales Per (000) Exposed HHs for Retail Brand +82% +16% For Multi-channel Retailers, Higher Offline Sales Lifts Are Seen From Search Vs. Display Advertising Search & Display Together Return Increased Lift

© comScore, Inc. Proprietary. 6 Total Sales Volume Lift Index Source: comScore Ad Effectiveness Solutions The Synergy of Search and Display Advertising (A/B Tests) The Higher Reach of Display More Than Compensates for Lower Sales Lift Note: 0 equals par in above chart. % of Households Reached But a Display Campaign Overlaid on Search Produces Maximum Sales Lift Incremental Impact on Offline Sales per (000) Exposed

© comScore, Inc. Proprietary. 7 Source: comScore AdEffx Offline Sales Lift, Norms for CPG, Sales Lift Measurement Using A/B Tests Purchase-based Targeting Drives Higher In-Store Lift. With Purchase- Based Targeting No Targeting Median Offline Sales Lift From Digital Advertising 3 Month Campaign for CPG Brands Among Consumers Receiving Ads Compared to Control Group Receiving No Ads With 100% Reach and no Accounting for Out-of-View Impressions, Purchase-based Targeting Drives Higher Lifts in a Brand’s In-store Sales

© comScore, Inc. Proprietary. 8 Campaign Reach/Frequency Comparison Gross Impressions vs. In-View Impressions Sales Lift Effectiveness Increases by 30% Gross Impressions vs. In-View Impressions Source: comScore vCE Benchmarks, U.S., 2014 Validated Sales Lift (A/B Tests) Improving Viewability Increases Sales Lift Campaigns (>100 MM Imps) Gross Impressions In-View Impressions% Change Avg. Impressions (MM) % Avg. Pop Reach 13.7%10.6%-23% Avg. Internet Reach 19.0%14.6%-23% Avg. Frequency % Ensuring 100% campaign viewability & using purchase-based improves impact of digital campaigns and increases sales lift Average CPG Brand In-Store Sales Lift From Purchase-Based Ad Targeting Plan (Based on Plan with 13.7% Pop Reach)

© comScore, Inc. Proprietary. 9 Source: comScore/Dunnhumby for Digital, IRI/BehaviorScan for TV Targeted Sales Lift Measurement (A/B Tests) Digital Targeting Increases Sales Lift. Average In-Store Brand Sales Lift: TV vs. Digital 3 Mo. For Digital vs. 1 Yr. for TV Because digital’s targeting accuracy surpasses TV, the Impact of Targeted Digital with all ads being viewable ultimately rivals that of TV and occurs faster

© comScore, Inc. Proprietary. 10 Left, Source: comScore BSL and Mobile BSL Benchmarks, U.S., 2015 Right, Source: comScore Media Metrix MP, July 2015 Measurement of Effectiveness of Mobile Advertising (A/B Tests) Mobile Ad Effectiveness Outpaces Desktop Lifts From Mobile vs. Desktop Ads Share of Time Spent on Desktop vs. Mobile

© comScore, Inc. Proprietary. 11 Cross-Platform Attribution Will become the standard due to today’s fragmentation of media consumption and the availability of cross-platform data.

© comScore, Inc. Proprietary. 12 The cross-platform world is here. Digital advertising is forecast to become the #1 Media category in 2016, but TV not expected to decline.

© comScore, Inc. Proprietary. 13 Cross-Platform Measurement Is All About THIS Live TV DVR Desktop Smartphone Tablet OTT TV VOD Radio

© comScore, Inc. Proprietary. 14 Source: comScore Project Blueprint January 2015 Digital Increases TV’s Reach. ESPN Daily Reach Build (Millions) To take advantage of ESPN’s TV/Digital reach, an advertiser needs to place messages across all platforms

© comScore, Inc. Proprietary. 15 OTT viewing is already large and growing rapidly. Hulu’s monthly audience grows by 95% beyond the desktop by including mobile, OTT TV and co-viewing. Source: comScore Hulu Total Audience Report, March MM 12.6 MM incremental unique viewers, or nearly half of Hulu’s Total Audience OTT TV 54% Desktop 34% Mobile 12%

© comScore, Inc. Proprietary. 16 PANEL Commerce Meter + Cookie Linking + Name/Address Mobile (Tags, Unified IP Address) comScore’s Attribution Database at the Individual Level Allows Full Cross-Platform Attribution TV (Set Top Boxes+ Unified IP Address + Calibration Panel) Desktop (Meter + Tags)

© comScore, Inc. Proprietary. 17 Multi-Touch Attribution at the Individual/Household Level Overcomes “Last-Click” Challenge by Giving Each Actual Exposure the Credit it Deserves in Leading a Consumer to Purchase Takes into Account all Media, Promotions, and Temporary Price Reductions Captures and Calibrates Rolling Campaign Data Across All Media to Control for Behaviors or Impression Frequency that Can Falsely Impact Lift Identifies Lift Drivers to Understand Relative Effectiveness for Accurate Comparisons of Impact

© comScore, Inc. Proprietary. 18 Cross-Platform Attribution Example #1: This multi-platform campaign lifted sales by 2%... TV Drove the Most Lift because it Reached More HHs Digital was More Impactful per Exposure (7x that of TV) Simultaneous TV + Digital Flighting was the Most Effective by a Factor of 3 over TV Only …Plus, increasing digital spending & simultaneous flighting could make it even more effective in the future

© comScore, Inc. Proprietary. 19 Cross-Platform Attribution Example #2 Sales lift per media dollar spent can vary substantially by platform. In 2 of 4 examples below, Video outperforms Television, in 1 they are very close and in 1 TV significantly outperforms Video TV Video TV Video TV Video TV Video

© comScore, Inc. Proprietary. 20 Sales lift per media dollar spent varies according to brand, target segment, creative, platform and media plan … putting increased importance on accurate attribution measurement A general conclusion ….

© comScore, Inc. Proprietary. 21 Conclusions Using Reach & Frequency Data That Have Been Validated for Viewability and Targeting Accuracy Is Mandatory Forget the Click A/B Testing and/or Person-Level Multi- Touchpoint Attribution Modeling is Needed to Accurately Reflect the Impact of Digital Media Plans Person-Level Attribution Modeling Will Become Even More Important as Cross- Platform Viewing Data Becomes the Standard

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