The Digital Consumer Will Shape the New Brave New World Why Digital? Why Now and How? President cMM Canada: comScore Inc. Brent Lowe-Bernie Table of Contents 1. Who is comScore Inc.? Did you know… 2. Opening Principle 3. Media Usage Patterns in Canada Online Video Reaches 4. How technology is changing audiences: Over 90% of Canadians 1. Social Media on the Web 2. Online Video 3. Multi-screening 5. Audiences are changing how we need to tell stories: The opportunity for media-makers, and story-tellers © comScore, Inc. Proprietary and Confidential. 2 Who is comScore Inc.? © comScore, Inc. Proprietary and Confidential. 3 comScore, Inc. Founded in 1999 . Corporate headquarters: Reston, VA – Offices in Chicago, NYC, San Francisco, Seattle, Toronto, London, & Tokyo – 500+ full-time employees – Award winning & one of the fastest growing global research firms – Publically traded company on the Nasdaq . Experienced senior leadership team with an outstanding record of innovation in the market research industry . Created the only continuous survey panel that also passively captures all web-wide behavioral and transaction data for a sample of 2 million people . More than 1,100 clients © comScore, Inc. Proprietary and Confidential. 4 4 What We Do…. We are the largest provider of digital marketing intelligence, using a platform that helps our customers make better-informed business decisions and implement more effective digital business strategies . We measure the continuous online activity of 2 million people globally who have granted us explicit permission to confidentially measure their Internet usage patterns. Our products and solutions provide our customers deep insights into consumer behavior, both online and offline © comScore, Inc. Proprietary and Confidential. 5 Data Sourced From comScore’s Global Panel of 2MM Users Worldwide The Only Global Measurement of Audience 360° View of Consumer Behavior and e-Commerce Web Visiting and Viewing Demographics Online Life Stages Transactions Streaming Search Video Behavior 41 Media Metrix Reported Countries Media Exposure 172 Countries with Sample Presence © comScore, Inc. Proprietary and Confidential. 6 comScore: A History of Leadership in Digital Marketing Measurement Unified To Meter Measurement Cell Phones Globally To Provide Behavioral Ad (Panel + Server) Effectiveness (Campaign Metrix) To Measure Video Streaming (Video Metrix) To Deliver a Worldwide Internet Audience Measurement (World Metrix) To Measure the Search Market (qSearch) To Build and Project from 2M+ Longitudinal Panel To Monitor and Report eCommerce Data External Recognition WORLD ECONOMIC Top 100 World’s Largest FORUM Innovative Companies Windows Database Technology Pioneer December 2004 December 2001, 2007 2003, 2005 © comScore, Inc. Proprietary and Confidential. 7 Opening Principle © comScore, Inc. Proprietary and Confidential. 8 8 Opening Message: Technologies change audiences, and audiences change how we tell stories •From passive •Super distribution viewing , to active engagement •Fragmentation •From program •Experimentation times to personal - time (and place, and •Transmedia platform) © comScore, Inc. Proprietary and Confidential. 9 Persons of All Ages Still Grasping onto their Traditional Media…Online Content is still King and Queen Music Category Newspapers Category TV Category Radio Category Total Unique Total Unique Total Unique Total Unique Visitors (000) Visitors (000) Visitors (000) Visitors (000) Persons: 2+ 15,215 14,155 13,236 6,743 Persons: 2-17 3,479 2,145 2,402 1,007 Persons: 18-24 1,698 1,216 1,253 619 Persons: 25-34 2,799 2,606 2,534 1,360 Persons: 35-44 2,770 2,913 2,696 1,427 Persons: 45-54 2,346 2,634 2,259 1,263 Persons: 55+ © comScore,2,123 Inc. Proprietary and Confidential. 2,64210 2,092 1,066 Source: comScore Media Metrix, Canada, All Locations, January 2010 Canada is the Highest Penetrated Country We View the Most Content and Spend the most Time 80.00 200,000 Online Reach% Total Unique Visitors 180,000 70.00 160,000 60.00 140,000 50.00 120,000 40.00 100,000 80,000 30.00 60,000 % Online Reach % 20.00 40,000 10.00 (000) Visitors Unique Total 20,000 0.00 0 Canada US UK Japan Germany France Italy Average Minutes per Visitor Average Pages per Visitor Canada 2,650.5 South Korea Israel Canada 3,946 South Korea Netherlands Netherlands Israel Turkey Turkey United States France United Kingdom United Kingdom France Finland Finland Sweden Brazil Germany 0.0 1,000.0 2,000.0 3,000.0 0 1,000 2,000 3,000 4,000 5,000 © comScore, Inc. Proprietary and Confidential. 11 Source: comScore Media Metrix, Persons 15+, All Locations, January 2010 Source: Wikipedia Population Estimates – as of February 2010 Canadians Rapidly Spending More Time Online Viewing Video Total Internet:MMX Total Internet: VMX 80,000 70,000 -2% 60,000 50,000 40,000 +192% 30,000 20,000 Total Minutes (MM) Minutes Total 10,000 0 Source: comScore Inc. MMX and VMX, Canada – All Locations November 2008 - 2009 © comScore, Inc. Proprietary and Confidential. 12 Video Is A Key Driver in Time Spent on the Web Across All Demos Especially 2-17 and 18-24 Minutes per Viewer Videos per Viewer 1,200.0 250.0 1,000.0 200.0 800.0 150.0 600.0 100.0 Videos per per Videos Viewer Minutes per Minutesper Viewer 400.0 50.0 200.0 0.0 0.0 Persons: 2-17 Persons: 18-24 Persons: 25-34 Persons: 35-49 Persons: 50+ Source: comScore Inc, VMX, Canada, August 2008 September 2009 Average - All Locations, © comScore, Inc. Proprietary and Confidential. 13 How technology is changing audiences… Social Media Online Video Multi-screening © comScore, Inc. Proprietary and Confidential. 14 Social networking can be used to find and nurture audiences… in Canada, and in the rest of the world Canada* 86% Germany Russian Federation United 65% 62% United States* Kingdom 85% 86% China India Mexico 40% Middle East - Africa 70% 81% 79% Latin America Australia 82% 80% Social Networking attracts a worldwide audience of over 830.9 million Unique Visitors and continues to be a growing trend *Source: comScore, Inc., MMX Worldwide (Worldwide Ages 15+), All Locations, December 2009 © comScore, Inc. Proprietary and Confidential. 15 Social media audiences drive traffic to traditional media sites 1,444,000 UV’s 804,000 UV’s 457,000 UV’s 895,000 UV’s comScore Inc, MMX, Canada, - December 2009 – All Locations © comScore, Inc. Proprietary and Confidential. 16 252,000 UV’s Social Networking Visitors are Getting their Complete Entertainment Fix Online in Canada % Reach of % Reach of % Reach of % Reach of Moderate Heavy Moderate Light Internet Social Social Social Users Networkers Networkers Networkers Category 46.8 56.5 42.4 35.5 Gambling 55.7 62.6 48.4 41.0 Health 63.1 71.8 56.3 47.8 Telecommunications 69.9 82.4 70.9 56.0 Games 38.6 40.6 33.5 29.3 Career Services and Development 60.0 63.8 52.6 46.1 Of Social Regional/Local 60.5 66.0 56.7 46.8 Networking Sports 56.0 58.6 50.5 41.9 Category Automotive Visitors also Education 64.1 69.6 59.4 51.6 go to: 69.4 73.0 64.8 54.3 Auctions 37.3 36.8 30.9 29.8 Business to Business 89.1 94.8 84.6 72.8 Technology 67.2 67.8 60.4 53.6 Travel 63.6 62.7 55.5 51.4 Government 38.2 37.0 31.5 31.5 ISP 86.1 90.5 89.7 83.2 Entertainment 90% of Entertainment Visitors are HeavySource: Social comScore, Inc., SMXNetworking Canada, Ages 2+, All Locations, Users December 2009 © comScore, Inc. Proprietary and Confidential. 17 - Categories by Highest UV Index for Heavy Social Networkers Different Age Groups …Different Communities INDEX Blogger FACEBOOK.COM Persons: 2-17 114 111 112 30 151 115 102 Persons: 18-24 113 114 112 57 137 119 98 Persons: 25-34 108 109 107 114 105 99 107 Persons: 35-49 99 98 98 151 87 99 109 Persons: 50+ 79 81 82 105 55 82 85 Source: comScore Media Metrix, Canada, December 2009 © comScore, Inc. Proprietary and Confidential. 18 Online Video Arrives & Thrives! © comScore, Inc. Proprietary and Confidential. 19 And Canadian video audiences are also ready for primetime, with video reach in Canada among the highest in the world 95 90.5 90 85 80 75 70 % Reach % 65 60 55 50 United States Germany UK France Canada Source: comScore Inc, VMX, Canada November 2009 – 3 month average , All Locations, © comScore, Inc. Proprietary and Confidential. 20 Canadians Increasingly Spending Time Watching Videos In the Entertainment Category Avg. Minutes per Viewer Spent Streaming Video on Entertainment Sites Up 114% Y/Y TV Radio Entertainment - Music Humor Kids Entertainment - Movies Entertainment - News Multimedia 100.0 700.0 90.0 600.0 80.0 70.0 500.0 Multimedia - 60.0 400.0 50.0 300.0 40.0 TV, Kids, Radio, Movies,News, – 30.0 Music, humorMusic, 200.0 20.0 100.0 MinutesAvg. per Viewer 10.0 0.0 0.0 Avg. MinutesAvg. per Viewer Source: comScore Inc. Canada – All Locations November 2008 - 2009 © comScore, Inc. Proprietary and Confidential. 21 … its mostly entertainment video Videos (000) Entertainment 3,430,423 Portals News/Information Services Conversational Media Sports Games Retail Community Search/Navigation 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 Source: comScore Inc, VMX, Canada November 2009, All Locations, © comScore, Inc. Proprietary and Confidential. 22 With particular success on Canadian Media Properties +110% +86% +319% +270% +260% Videos (000) Videos +140% Source: comScore Inc, VMX, Canada November 2008 - 2009, All Locations, © comScore, Inc.