© comScore, Inc. Proprietary. Proving the Value of Online Advertising in Ireland Branding Beyond Sentiment Don Howarth, Country Manager, Ireland | 21 st February 2013

© comScore, Inc. Proprietary. 2 Agenda The Click Does Online Advertising in Ireland Deliver? Does Online Advertising in Ireland Work? Comparing Ireland with Other Markets Summary

© comScore, Inc. Proprietary. But First…

© comScore, Inc. Proprietary. 4 A Big Thanks to the Brands Involved

© comScore, Inc. Proprietary. 5 And Special Thanks to the Agencies That Helped to Make This Happen

© comScore, Inc. Proprietary. Beyond the Click

© comScore, Inc. Proprietary. 7 In the beginning there was a promise…

© comScore, Inc. Proprietary. 8 The Internet is the ‘most measured and most accountable’ medium

© comScore, Inc. Proprietary. 9 Source: DoubleClick Benchmarks data from Google.com Measurement Only Gets You so Far… …Especially if What You’re Measuring is a 1 in a 1,000 Event!

© comScore, Inc. Proprietary. 10 Source: IAB PwC Online Adspend Study, November 2012 Display Advertising in Ireland up 18.8% - Driving Online Ad Spend Growth (H vs. H1 2011)

© comScore, Inc. Proprietary. 11 Source: IAB PwC Online Adspend Study, November 2012 FMCG – 16% Finance – 12% Telco – 10% Entertainment & Media – 10% Share of Online Display Ad Spend in Ireland

© comScore, Inc. Proprietary. Does Online Advertising Deliver? Setting the Scene

© comScore, Inc. Proprietary. 13 comScore Partnered With the IAB Ireland in the Middle of 2012  Three campaigns were identified to analyse, representing three of the largest advertising sectors in Ireland: Automotive – Renault Telecommunications – 48 Months Retail – IKEA  comScore passively tracked real people via our online panel, to measure who was exposed to the campaigns  Additional analysis was then undertaken to measure the behavioural impact of campaigns

© comScore, Inc. Proprietary. 14 Creative Examples - Renault

© comScore, Inc. Proprietary. 15 Creative Examples - IKEA

© comScore, Inc. Proprietary. 16 Creative Examples – 48 Months

© comScore, Inc. Proprietary. 17 Source: comScore validated Campaign Essentials Campaign Summaries 48 MonthsRenaultIKEA Campaign Reach73.0%74.1%42.4% Average Frequency11168 GRP Online Population 8271, GRP Total Irish Population

© comScore, Inc. Proprietary. 18 Source: comScore validated Campaign Essentials Campaign Build 1.9m 1.1m

© comScore, Inc. Proprietary. Does Online Advertising Work? Beyond the Click

© comScore, Inc. Proprietary. 20 Source: comScore Action Lift Methodology: Understanding Behavioural Effectiveness EXPOSED GROUP UNEXPOSED GROUP Search Behaviour Site Visitation Site Engagement LIFT METRICS Test and control groups matched on demographic and behavioural variables

© comScore, Inc. Proprietary. 21 Source: comScore Action Lift Impact in the four weeks after exposure Exposed vs. Non-Exposed Search 48 MonthsRenaultIKEA Likelihood to Search+233%No Impact+333% Searches per Searcher+220%+24%+69%

© comScore, Inc. Proprietary. 22 Source: comScore Action Lift Site Visitation – Reach of Advertiser Site Impact in the four weeks after exposure +168%+514%+90% comScore Industry Norms Electronics & SoftwareAutomotiveRetail & Apparel +25%+114%+52%

© comScore, Inc. Proprietary. 23 Source: comScore Action Lift Site Engagement

© comScore, Inc. Proprietary. 24 Source: comScore Action Lift Competitive Share of Voice - Pages Impact in the four weeks after exposure +9%+213%+80%

© comScore, Inc. Proprietary. 25 Source: comScore Action Lift Competitive Share of Voice – Time Spent Impact in the four weeks after exposure +23%+188%+4%

© comScore, Inc. Proprietary. Ireland in Context Comparing Irish Results With Other Markets

© comScore, Inc. Proprietary. 27 Source: comScore Action Lift Comparing Ireland With Other Markets USUKIreland Likelihood to Visit Advertisers’ Website +49%+72%+257% Likelihood to Search +40%+94%+172% Ireland in isolation looks hugely positive Comparing Irish results with other studies comScore has carried out continues to paint a fantastic picture

© comScore, Inc. Proprietary. Summary

© comScore, Inc. Proprietary. 29 Summary & Key Takeaways Each of the three campaigns demonstrated the ability of online display advertising to reach significant audiences Although not touched on in this deck, the 48 Months campaign reached 88% of all year olds online in Ireland Not only did the campaigns reach a lot of people, they actually made people’s behaviour change: Likelihood to search on a branded term related to the campaign up 172% Likelihood to visit the advertiser’s website up 257% Exposed users spent 9% longer on average on the advertiser site than those not exposed And they viewed 67% more pages while they were there When taken in the context of other comScore studies, these results show the impact of display advertising in Ireland to be greater than the impact in the US or Europe as a whole

© comScore, Inc. Proprietary. 30 Further References/Reading How Online Advertising Works: Whither the Click? _Online_Advertising_Works_Whither_The_Click How Online Advertising Works: Whither the Click in Europe? _Online_Advertising_Works_Whither_the_Click_in_Europe validated Campaign Essentials – UK Charter Program ated_Campaign_Essentials_Breakfast_Briefing Placement Strategy Study with ValueClick n_Money_Moves_to_Digital_Where_Should_It_Go

© comScore, Inc. Proprietary. 31 Don Howarth Country Manager, Ireland Thank You