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Online is the New PrimetimeGian FulgoniChairmanWeb Content 2008June 18, 2008MEASURING THE DIGITAL WORLD第一页，共四十一页。 2Why is Online the New Primetime?It’s where the audience is.There are powerful new tools for online media planning and analysisWe have proof of the power of online advertising:Correct metricsCan measure latent impactCan show impact on offline (e.g. in-store) sales Can demonstrate long term branding benefitBudgets rapidly shifting online as effectiveness and efficiency of online marketing is demonstrated, but Internet marketing still underutilized by many industries第二页，共四十一页。 comScore Customer Knowledge Platform:A 360° View of 2 Million Global Internet UsersPassively Observed Behavior and Survey Measurement Designed to be representative of the online population Projectable to the total U.S. population Ernst Young certified for information privacy securityDEMOGRAPHICSSelf-reported and validatedAppended Segments (e.g. Claritas, Acxiom)Individual Household Level WEB VISITING VIEWINGAll Web Site/Page Click StreamContent ViewedSearch Engine QueriesKeyword Used SURVEYSE-mail or Contextual “Pops”Behavior-activated SurveysObservation of All Surveys Taken Across All Suppliers ONLINE TRANSACTIONSAll Secure Session ActivityPurchases and SubscriptionsPrice Paid, Shipping Handling, Promotions ? Applications/ConfigurationsMARKETING STIMULIOnline AdsReferral LinksOFFLINE PURCHASINGLinked using Name and AddressClient CRM Databases Retailer Loyalty Card DataIRI Scanner Panel Data第三页，共四十一页。 The Internet is a already a massive medium, but still growing rapidly in a variety of ways191 million U.S. people age 2+ online in a month, spending an average of 30 hours online per person*But 77% of 841 million global Internet users now outside o