Com Score Latin America Overview

MEASURING THE DIGITAL WORLD

Latin America ServicesOverviewLatin America ServicesOverview


Company Background& International Reporting CapabilitiesCompany Background& International Reporting Capabilities

■ Corporate headquarters: Reston, USA

– Offices in London, Paris, Gütersloh, Tokyo, NYC, Chicago, San Francisco, Seattle,

Toronto

■ Year founded: 1999; Media Metrix founded 1995

■ Employees: 500

■ Successful IPO (NASDAQ: SCOR) – June 26, 2007

comScore, Inc:A closer lookcomScore, Inc:A closer look

Proprietary and Confidential Do not distribute without written permission from comScore 3

■ Successful IPO (NASDAQ: SCOR) – June 26, 2007

■ Number of clients: 800+

■ Company-wide renewal rate well over 90%

■ The source of record for leading media outlets worldwide

– comScore data and analysts are cited approximately 8-10,000x per year

About comScore:What we doAbout comScore:What we do

■ Recruit & analyse the online activity of a panel of two million individuals worldwide

■ Panel is a representative cross section of the globalonline population

■ Help clients design powerful marketing strategies


■ Help clients design powerful marketing strategies and tactics that deliver superior ROI

■ comScore services are used by more than 800 clients

= A global leader in measuring the

digital world

34 Countries Processed and Reported Separately34 Countries Processed and Reported Separately

Data collected from 171 countries


34 Countries Processed and Reported Separately34 Countries Processed and Reported Separately36 Countries processed and reported separately


Country CoverageCountry Coverage

North America

Canada

USA

Latin America

Argentina

Europe

Austria

Belgium

Denmark

Finland

France

Germany

Asia – Pacific

Australia

China

Hong Kong

India

Japan

Korea


Argentina

Brazil

Chile

Colombia

Mexico

Puerto Rico

Venezuela

Germany

Ireland

Italy

Netherlands

Norway

Portugal

Russian Federation

Spain

Sweden

Switzerland

UK

Korea

Malaysia

New Zealand

Singapore

Taiwan

Middle East - Africa

Israel

South Africa

comScore: Comprehensive global measurementcomScore: Comprehensive global measurement

Key Business Questions


Key Business Questions • Which countries drive my international site traffic?

• Where should I look for new audiences?

• Who are my local competitors?

• What are the regional trends across Europe, Asia and

Worldwide?

comScore: Comprehensive global measurementcomScore: Comprehensive global measurement

Unique industry-leading analysis focused on standardisation

across a truly global footprint:

■ Consistent universe definition

– Those aged 15+ accessing the internet from either a home or a work computer in the past 30 days

■ Consistent recruitment methodology


■ Consistent recruitment methodology

– Randomly recruited with multiple value propositions running simultaneously across the web

– Permission Research

■ Consistent projection methodology

– Stratified on age, gender, broadband vs. narrow band, percent of pages surfed in local language

(for non-English speaking countries)

■ Consistent categorisation

– Global client focused dictionary

■ Consistent reporting


Data CollectionData Collection

The cProxyThe cProxy

Browser HTTPS

Website

HTTPS Website

Panelist’s PC

■ comScore captures:

– url

– Engagement (active versus passive, e.g. tabbed browsers)

– Keystrokes, mouse movements

comScore’s software agent allows us to “see” user activity at the machine- or screen-side (user experience as opposed to site-centric)


CProxy

Collection Server

Collection Server

HTTP Website

HTTP Website

WebsiteWebsite

Streaming Site

Streaming Site

– Keystrokes, mouse movements

– Information passing between the user and the Internet entity

■ Data capture tiers

– HTTP: comScore can capture just about anything over the HTTP protocol (including HTTP and HTTPS)

– Proprietary Packet Queuing Technology: Developed for streaming; allows us to capture virtually any protocol

– Can also capture AOL proprietary, IM environments

Data Capture - ExampleData Capture - Example

One page viewed by

user


Multiple interactions

tracked by comScore


Panel Recruitment& EnumerationPanel Recruitment& Enumeration

Online Respondent AcquisitionOnline Respondent Acquisition

■ Affiliate program

– Affiliate network comprised of web

entities which meet comScore's

quality criteria

– On these sites, panelists are

recruited via banner ads

– Appeals are targeted through a


– Appeals are targeted through a

broad array of smaller web entities

– Respondents are directed to our

online intake entity

• www.permissionresearch.com

Permission Research translated into 17 languagesPermission Research translated into 17 languages


Clear Consumer CommunicationsClear Consumer Communications

Potential members

are informed that

they would be

joining an online

market research

panel that tracks

their online


their online

browsing and

purchasing

behavior.

Potential members

are informed of the

company’s

commitment to

protect the privacy

of members.

Privacy Practices: Registration ProcessPrivacy Practices: Registration Process

The Privacy

Statement &

User License

Agreement

informs users

that they would

be participating

in market

research

Registrant

provides own

demographic

information --

including birth

date


research

program

involving passive

tracking of their

online browsing

& purchasing

behavior AND

requires their

affirmative

consent.

Privacy Practices: Registration ProcessPrivacy Practices: Registration Process

After installation

of software, user

asked to provide

household

information


Online Respondent AcquisitionOnline Respondent Acquisition

■ Third Party Application Provider (TAP) Program

– comScore partners with application providers who offer visitors a

“quid pro quo”

– Free software, applications, utilities in return for joining the panel

– User value propositions include:

• Screensaver, wallpaper, digital content

• Media burners, players, search utilities


• Media burners, players, search utilities

• Games

• Desktop productivity

• Tools

• Social community subscriptions

Machines and PeopleMachines and People

■ In the digital age, tracking the behavior of machines is easier than ever before

■ Moving from machines (who don’t buy products or view advertisements) to people poses unique challenges

■ In panel measurement, the ideal is passive observation over an extended time period


■ One approach: use “who are you?” pop-ups, requiring respondents to self-identify each user session (similar to traditional media construct used in TV People Meter)

– Intrusive

– Fatiguing

– Biasing

comScore Uses Technology for Persons IdentificationcomScore Uses Technology for Persons Identification

■ User Demographic Reporting (UDR): proprietary, patented technology that uses biometric “fingerprints” to assign user sessions to users within the household

– Based on keyboard and mouse behaviors

■ UDR is used to passively identify the user for each user session


■ UDR is used to passively identify the user for each user session

– Activity not attributed to a user will cause the machine to fall out of in-tab for the

reporting month

Enumeration SourcesEnumeration Sources

Argentina: CIABrazil: CIA, IPSOS Face of the WebChile: CIA, IPSOS Face of the WebColumbia: CIA, IPSOS Face of the WebMexico: INEGI, AMPICI


Mexico: INEGI, AMPICIPuerto Rico: CIA, IPSOS Face of the WebVenezuela: CIA, IPSOS Face of the Web

Panel Sizes & Universe EstimatesPanel Sizes & Universe Estimates

Target Panel

Size Universe Estimate (000)

Latin America 165,000 59,025

Argentina 15,000 8,078

Brazil 50,000 18,204


Brazil 50,000 18,204

Chile 15,000 5,400

Colombia 15,000 3,094

Mexico 50,000 11,515

Puerto Rico 15,000 842

Venezuela 5,000 1,466

Demographics AvailableDemographics Available

■ Age

– Persons 15+

– ADD OTHERS

■ Gender

– Male

– Female

Proprietary and Confidential Do not distribute without written permission from comScore

– Female

■ Connection Speed

– Narrowband

– Broadband

24


comScore ReportingcomScore Reporting

Client Focused Dictionary

(CFD)

Data organising:comScore’s Client Focused DictionaryData organising:comScore’s Client Focused Dictionary

110+ Categories & Sub-Categories6-tier reporting structure

Proprietary and Confidential Do not distribute without written permission from comScoreProprietary and Confidential Do not distribute without written permission from comScore

PROPERTY

MEDIA TITLE

CHANNEL

SUB-CHANNEL

GROUP

SUB-GROUP

Telecoms.

Travel

Finance

Automotive

Ad-Networks

etc

Time Warner

AOL

AOL Ent.

AOL Music

AOL Radio

AOL Radio

Streaming URL’s

World class reportingWorld class reporting

Key Measures

Demo. Profile

Media Trend

Cross Visiting

Digital Calculator

Source/ Loss

Campaign R/F

Proprietary and Confidential Do not distribute without written permission from comScore 27Proprietary and Confidential Do not distribute without written permission from comScore

Web Based Simple Accurate

World class reporting:Key MeasuresWorld class reporting:Key Measures



Key Business Questions • How big is my site’s audience, and how engaged are

they?

• How does my site rank among my category?

• How many visitors does my site receive from a

specific target audience?

• How do these measures compare to my competition?

World class reporting:Demographic ProfileWorld class reporting:Demographic Profile



Key Business Questions • What is the composition of my site across

demographic segments?

• What demographic segments are the more engaged

users of my site?

• How does the composition of my site compare to

competitors and the Internet overall?

World class reporting:Media TrendWorld class reporting:Media Trend



Key Business Questions • Are visitors to my site increasing over time?

• Are my site visitors more engaged now than in

previous periods?

• Is my audience for a specific demo growing?

• How is my site audience and usage trending

compared to my competitors?

World class reporting:Cross VisitingWorld class reporting:Cross Visiting



Key Business Questions • What is the behavioural profile of my site’s audience?

• What other media does my site audience visit? Which

specific sites and which content areas?

• Where are the opportunities for advertising, marketing

and partnership to reach my target?

• Is my site audience also visiting my competitors?

World class reporting:Digital CalculatorWorld class reporting:Digital Calculator



• What is the unduplicated reach of a set of sites?

• How is traffic shared among the different sections of

my web property?

• How many users visit my site AND NOT another

within a defined target set?

World class reporting:Source/LossWorld class reporting:Source/Loss



Key Business Questions • What are the origins of traffic to my site?

• Where do visitors go after they leave my site?

• Am I losing visitors to my competitors?

• What are the specific channels within a site which are

driving traffic to my site?

World class reporting:Campaign Reach/FrequencyWorld class reporting:Campaign Reach/Frequency



Key Business Questions • At equal weight levels, which site provides the

greatest reach potential?

• What combination of sites optimises potential reach?

• What campaign length maximises reach? Multiple

days, weeks or months?

• How does actual delivery compare with originally

planned estimates?


Latin America Online TrendsLatin America Online Trends

Worldwide Online Population

804.5730.9

Millions of

Internet Users+10.1%

Latin America Y/Y Growth is at 10.1%Latin America Y/Y Growth is at 10.1%

■ There are 74 million more Internet users

today than this time last year

■ Current growth is being driven by the Asia

Pacific region, with a 14.3% increase on

a very large base

■ The Latin American audience grew 15.8%

in the past year


Online Populations by Region

Worldwide

171.8 165.6

51.1 48.831.7

299.3

182.8 172.8

55.3 56.537.8

261.8

Asia Pacific North America Western Europe Eastern Europe Latin America Mid East & Africa

Millions of

Internet Users

+14.3%

+6.4% +4.4%

+8.2% +15.8% +19.0%

in the past year

Oct 2006

Oct 2007

Source: comScore World Metrix, July 2007

Internet Users Around the GlobeInternet Users Around the Globe

Most Internet Users by Country

182.2United States

■ China now has the second-largest presence on the internet, but per-visitor

usage is below the worldwide average

■ Users in Argentina, Brazil, Venezuela and Chile are amongst the leaders in time

spent per user

Heaviest Internet Users

43.4Canada

Millions of Internet Users* Hours per Internet User per Month


95.7

54.0

33.4

32.4

27.8

26.0

25.2

23.7

17.7

China

Japan

Germany

United Kingdom

France

Korea (South)

India

Canada

Italy

Source: comScore World Metrix, October 2007

36.0

35.8

35.0

33.5

33.0

32.7

31.6

30.3

29.6

United Kingdom

Israel

Argentina

Brazil

Venezuela

Sweden

Chile

United States

Korea (South)

WW average = 26.2

*Internet users 15+ accessing the internet from a Home or Work computer

Top Indexing Internet Categories by RegionTop Indexing Internet Categories by Region

Reach Index to WW

Department Stores 36.1% 333

Pharmacy 9.2% 314

Coupons 11.1% 304

Home 24.4% 290

Taxes 5.0% 280

Health Care 13.7% 275

Shipping 18.7% 263

Flowers/Gifts/Greetings 20.6% 252

Reach Index to WW

Online Trading 8% 138

Discussion/Chat 50% 120

Incentives 9% 119

News/Research 27% 109

Blogs 54% 107

Online Trading 8% 138

Discussion/Chat 50% 120

Asia-PacificNorth America



Reach Index to WW

Humor 21.2% 165

Instant Messengers 73.2% 151

Religion 10.3% 151

Information 35.1% 151

Government 39.0% 143

Education 54.3% 132

Web Hosting 44.6% 131

e-cards 13.5% 130

Blogs 64.2% 128

Auctions 52.4% 125

Reach Index to WW

Religion 12.1% 177

Instant Messengers 60.4% 125

Classifieds 23.2% 116

Personals 14.6% 110

Online Gaming 32.8% 109

e-mail 73.2% 106

Discussion/Chat 42.6% 102

Downloads 64.1% 102

Latin AmericaFlowers/Gifts/Greetings 20.6% 252

Tickets 21.5% 243

Home Furnishings 22.5% 239

MidEast-AfricaReach Index to

WW

Ground/Cruise 17.9% 215

Online Gambling 19.5% 205

Retail - Food 8.8% 174

Consumer Goods 12.3% 173

Transactions 36.2% 161

Gambling 29.0% 156

Retail - Music 19.8% 154

Financial Information/Advice 23.2% 153

Travel - Information 30.5% 152

Airlines 18.8% 148

Europe

Fastest Growing Site Categories by RegionFastest Growing Site Categories by Region

Y/Y Growth

Entertainment - News 44%

Radio 38%

Women 37%

Classifieds 33%

Teens 32%

Training and Education 29%

Health - Information 25%

North America

Y/Y Growth

Teens 254%

Politics 147%

Radio 137%

Reference 117%

Incentives 110%

Financial Information/Advice 104%

Genealogy 90%

Asia-Pacific


Source: % YOY Growth in Unique Visitors, comScore World Metrix, October 2007

Photos 23%

Y/Y Growth

Shipping 160%

TV 115%

Classifieds 114%

Gay/Lesbian 103%


Online Trading 77%

Entertainment - News 77%

Home 75%

Latin America

Y/Y Growth

Health Care 233%

Job Search 204%

Genealogy 201%

Taxes 172%

Financial Information/Advice 114%

Classifieds 107%

Teens 103%

Photos 100%

MidEast-Africa

Telecommunications 82%

Y/Y Growth


Multimedia 43%

Sports/Outdoor 41%

Teens 40%

Radio 32%

Jewelry/Luxury Goods/Accessories

29%

Consumer Goods 29%

Entertainment - Music 27%

Western Europe

Share of Duration on Top PropertiesShare of Duration on Top Properties

Top 10 Sites per Region: Share of Duration

% of Regional Minutes Spent on Top 10 Sites

61%

■ In Latin America, the

top 10 properties

account for 59% of total

duration


Asia Pacific Europe NorthAmerica

MidEast-Africa

LatinAmerica

U.S. Sites Local Sites All Other

`

36%35%

39%45%

61%


The Growth of Social NetworkingThe Growth of Social Networking

23%

29%

Social Networking Growth

■ Social Networking sites are experiencing tremendous growth all over the world


20%

10%

16%

19%

23%

Asia PacificMiddle East-

Africa

EuropeLatin AmericaNorth AmericaWorldwide

Source: comScore World Metrix, November 2006 & June 2007

The Wide World of WidgetsThe Wide World of Widgets

■Widget usage has increased phenomenally in recent months, with Unique

Visitors increasing 35% from April to June 2007, to 239.3 MM users worldwide

■Almost a quarter of Latin America users view a widget each month

% of online population which has viewed a widgetUnique Visitors (000)

Worldwide Widget Reach Widget Penetration by Region


49%

34%

16%24%

13%20%

28%

Middle

East-

Africa

Eastern

Europe

Latin

America

Asia

Pacific

Western

Europe

North

America

Worldwide

220.7239.3

177.8

Apr-07 May-07 Jun-07

% of online population which has viewed a widget

Source: comScore Widget Metrix, June 2007. WidgetMetrix currently reports on embedded Shockwave Flash (.swf) objects only. Desktop widgets are not included in this report.

Unique Visitors (000)

Unique

Visitors

(MM) 239.3 98.1 62.5 49.2 14.2 7.6 7.7

Computer Hardware Around the WorldComputer Hardware Around the World

■ Online entertainment demands faster speeds and more storage

– Western Europe boasts bigger, faster machines than those in North America

– Latin America has the highest percentage of slower, smaller hard drives

Hard Drive SizeMachine RAM


14%

13%

11%

14%

14%

17%

12%

29%

28%

26%

37%

31%

33%

24%

9%

10%

7%

5%

8%

7%

10%

29%

31%

33%

33%

36%

27%

27%

19%

18%

24%

10%

11%

16%

27%

WW Average

Asia Pacific

Eastern Europe

Latin America

Middle East and Africa

North America

Western Europe

0 - 29 GB 30 - 49 GB 50 - 69 GB 70 - 99 GB 100 GB +

6%

6%

4%

9%

7%

6%

4%

33%

39%

36%

45%

37%

29%

24%

43%

38%

43%

37%

44%

46%

46%

5%

6%

4%

5%

4%

5%

6%

13%

11%

12%

5%

9%

13%

21%

WW Average

Asia Pacific

Eastern Europe

Latin America


North America

Western Europe

< 128 MB 128 - 255 MB 256 - 511 MB 512 MB - 0.999 GB 1 GB +

Source: comScore Tech Metrix, August 2007. Measured in Machines accessing the internet from a home or work location

Pictures, Music, and MoviesPictures, Music, and Movies

Average # of Files per Machine

.jpg .mp3 .wmv

■ Hard Drive space in Eastern and Western Europe are taken up with pictures and music files

■ Latin America has the highest # of .wmv files per machine


8137

10192

6255

6481

7567

8467

7768

Asia Pacific

Eastern Europe

Latin America


North America

Western Europe

World-Wide

867

1708

1036

968

692

1300

913

48

45

60

42

27

40

35

.jpg .mp3

Source: comScore Tech Metrix, August 2007. Measured in Machines accessing the internet from a home or work location

Latin America Top 10 PropertiesLatin America Top 10 Properties


Source: comScore Media Metrix, November 2007