comScore Syndicated Reports -

Understand & Activate based on your

Consumers’ Digital Media Behavior

For MyMetrix support, contact:

jjames@comscore.com

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Agenda

What is comScore Syndicated Data

Methodology & Dictionary
Licensed Reports
Answering Key Business Questions in MyMetrix
Support & Learning Resources

© comScore, Inc. Proprietary. 2

 What is comScore Syndicated Data

Consumer Media Usage: Audience Segmentation: Media Planning & Buying:

Media Metrix®
Platform

Segment Reach/
Multi

Mobile Metrix® Metrix® Frequency

Video Metrix®

© comScore, Inc. Proprietary. 3

Methodology - comScore develops a unique biometric signature for each panelist
Session Attribution Technology (SAT): a proprietary, patented technology that creates
biometric “fingerprints” for each person using the machine

Family Roster: Mouse Activity:

Email, Age, Sex… Unique Profile of Each Double Click Speed,
User in a Household Mouse Movement
Sharing a Computer
Home and Work
PANEL

2MM individuals
Worldwide
Online Accounts: Keyboard Activity:
Cadence tracking of
Non-Human 100+ keywords

Traffic (NHT)
filtered out

© comScore, Inc. Proprietary. 4

Methodology
Global Global
PERSON Measurement DEVICE Measurement

1 PANEL CENSUS NEWORK

2
(Website Tag)
(Campaign Tag)
Unified Digital Measurement
(UDM)
Patent-Pending Methodology

Monthly Public Reports

3 DICTIONARY

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Client Focused Dictionary (CFD)
The Dictionary hierarchy is a Parent-Child relationship where traffic is deduped
from the lowest level to the highest. This structure lets publishers organize
their content into content channels and brands.
[P] Property [P] Yahoo Sites
[M] Media Title [M] Yahoo
[C] Channel [C] Yahoo Local Network
[S] Sub-Channel
EXAMPLE
[S] Yahoo Lifestyle Network
[G] Group [G] Yahoo Lifestyle
[SG] Sub-Group [SG] Yahoo Hong Kong Lifestyle
The [P] can be thought of as the parent entity, Media Titles are often like brands and Channels are
content which is branded the same.
For a site to be reported on comScore it needs to meet two criteria:
• A site needs to be registered in the Dictionary.
• A site needs to meet Minimum Reporting Standards (>15 Panel visits per month).

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 Mobile and Multi-Platform Product Tiers
PHASE 3
 Full UDM Mobile Metrix Solution
 Full UDM Multi-Platform Solution
 Full Demographics
All Entities Reported + Mobile Panels Recruited

PHASE 2
 Census Only Mobile Metrix Solution
 Census Only Multi-Platform Solution
 PC Panel informed Demographics
Only tagged entities reported in MoMx and MMX MP TDP

PHASE 1
 Census Only Mobile Metrix Solution
 Unique Viewers, Page Views
Only tagged entities reported for Mobile Platforms.
No Browser and App combined view.

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Key Business Questions

Use Media Metrix, Mobile Metrix and Video Metrix to understand:

1) UNDERSTANDING AUDIENCE CONSUMPTION
• What is the potential reach for publishers in my market?
• How does publishers vary by target/demographic audiences?
• Which websites are the Target Audience visiting?
• What type of content is most relevant? (by Categories)
• How does audiences compare when visiting a competitor’s site?
• Should I choose e.g. [M] Google or [P] Google Sites for my report?
• What is the composition of the traffic across different platforms?

• Reports to use: Key Measures Reports, Demographic Profile Reports, Category

based Cross Visiting Reports, Audience Duplication, Dictionary, Multi Platform.

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 Key Measures (Looking at Reach, Understanding Rankings and the competitive landscape)
Total Unique Visitors (UV) Reach = % of the % Composition UV = People in Total Minutes, Total Pages, Composition Index PV shows
are de-duplicated people total universe target who visited the website as a and Total Visits are core us the degree to how a site is
who visited within the time accounted for by % of total site audience in the measures from which many indexing based on page
period. site visitors. month. other metrics are calculated consumption.

This report tells us that

people in our target
demographic of ages 25-34
consumed 15% more pages
on Facebook compared to
the average website.

Composition Index UV = The

% composition of unique
visitors translated into a
Composition Index UV
number. The average internet
site is indexed at 100.
Keeping this in mind, this
report reads

“+” signs gives us the option “Facebook consists of 17%

to expand the entities and more people in our target
see what is included in its demographic (age 25-34)
hierarchy. This allows you to than the average website”.
see the rest of the domains This can also be interpreted
under a particular Publisher. as “People in the TA of 25-24
is 17% more likely to be
found on Facebook than on
the© average website.”
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Demographic Profile (Understanding audience profiles, comparing amongst Publishers)
The data here is shown by
demographic split of age,
gender, household income,
region, children, household
size, race, and ethnicity, etc.
This report is helpful when
we want to know how
concentrated a specific
audience is within a certain
entity. You are able to view
which entities are over-
indexing or under-indexing
when you want to compare to
the total internet users
You can see that Facebook is
reaching over half (or 63%) of
the Internet population.
When looking at the
composition index, you will
notice that Facebook
audience of 15-24 makes up
26.2%, higher than the
demographic of the internet
base.
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Audience Duplication (Looking at the overlap in audiences across exclusive and
incremental reach of sites, understanding market share)

In this report, we are looking at Straits Times,
ChannelNews Asia and TodayOnline. Users are
able to look at the overlapping audiences across
all sites, 2 or more sites and unduplicated
across all 3 sites.
This first row “Unduplicated” shows that there
are 1.1 million unique visitors who went to at
least one of these three sites. Together
representing a total of 100%.

The last row shows that only 3.1% of the total

audience are unique visitors to all three websites

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 Cross Visiting (Understanding overlapped audiences, understanding audience consumption
within a specific category)
Under the base columns, you
can view the total audience
(same as unique visitors) and
the %Vertical, which is the same
as “%reach”.
Microsoft Sites had reached
39% of the total internet
population amounting to 5.6m
UVs.
Moving to the right, you can
think of this “target
audience” column as “shared
audience.”
This is saying that
“Microsoft” and “Facebook”
shares 3.9 million visitors of
the total internet audience.
The %Vertical refers to
audiences from the
Columns.
For example 48.9% of
Facebooks audiences are
also using Microsoft Sites.
The index relates to the
The %Horizontal column percent horizontal.
refers to Audiences from
the Rows. This tells us that Microsoft
visitors were 25% (125-100)
This shows us that 69.2% more likely to visit Facebook
of Microsoft Sites users than the average site in this
are also using Facebook. report.
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Cross Visiting (Uncovering new verticals, influencing planning strategies, understanding
audience interest from different Categories)

In this report, we are looking at Facebook’s

Audiences and the types of categories its
audiences are also interested in. A user will be
able to drill down the sites within a specific
category if they run another report.

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Multi Platform (Understanding the consumption across PC, Mobile and Video platforms)

Total Digital Population Desktop Mobile

Unduplicated audiences across PC Total PC unduplicated audience for Unduplicated audiences across
Pages, PC Video and Mobile Pages and Video Mobile Smartphone and Tablet

Available to all users with access Available to all users with access Available to users with access to
to Multi-Platform data to Media Metrix and Video Metrix Mobile Metrix

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Multi Platform (Understanding the Total Digital Population)

Total Unique Visitors/Viewers are
unduplicated audiences across PC
pages, Video, and Mobile who
visited within the time period. 53.7
million people visited Facebook in
the month.
Reach = % of the total Internet
population accounted for by
site/app visitors. Facebook reaches
84% of the 53.7 million people on
the Internet.
Total Views (MM) Media Metrix
Page Views + Video Metrix Video
Views + Mobile Metrix Page Views
There are 5.8 billion Total Views
that are potentially monetizable
digital units that have revenue
associated with them.
Total Minutes = The total number of
(usage) minutes spent by visitors
on the website/app during the
report month. There are 54.3 billion
total minutes spent by visitors on
Facebook in the month.

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Multi Platform (Understanding the Total Digital Population)
Measures are provided for TDP,
Desktop and Mobile with the
various modules such as Video
and Mobile Metrix available upon
subscription.

By understanding TDP, a user will

be able to look at the split of
audiences amongst PC and Mobile.

© comScore, Inc. Proprietary. 16

Dictionary (Understanding a publisher’s hierarchy)

The Dictionary is a repository of sites where

publishers can breakdown their media assets into 6
levels. Users are able to search for any publisher’s
structure registered in comScore’s Dictionary.

When users are unable to locate a publisher, they

can search for the domain under our Search bar. The
user will be able to see a Summary Dashboard or the
Dictionary structure.

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Key Business Questions

Use Media Metrix, Mobile Metrix and Video Metrix to understand:

2) MONITOR OWNED & COMPETITOR’S ACTIVITY
• By what % did my Page Views grow in Q4?
• How does my site traffic compare vs competition and what is the trend?
• Who contributed more to the growth in traffic, males or females?
• How does the landscape change for my target?
• How has traffic changed for my competitors over the last year?

• Reports to use: Media Trend Reports, Target Trend Reports, % Change Reports
(Media and Target), Dictionary Reports.

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 Trending Reports (%Change report and understanding visit variations)

For Facebook, it has seen a 11% drop in

audience between January 2016 versus Users also have the option
The % Change Report January 2017. to compare across various
between January 2016 and
Measures by selecting the
January 2017. Users are able
metrics before running the
to compare Month on Month,
report
Year on Year or between
specific periods, or between
different target audiences.

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Trending Reports (Media and Target Trend reports assist in making easier comparisons)

Media and Target The Media Trend report shows reveal growth and
Trend Reports decline trends for users to look at seasonal
comes in two views, movements. Users can also assume marketing
Chart or Table. initiatives by looking at the trend and real life
applications of the brand. Yahoo Sites in this
example shows an increase in February 2016. Users
can try to match it up with real life events, marketing
initiatives, and much more.

© comScore, Inc. Proprietary. 20

Trending Reports (Media and Target Trend reports assist in making easier comparisons)

The Target Trend, unlike the Demographic Report,

reveals monthly on month statistics of the Target
Audience for the publisher the user has chosen.
After identifying the drop in Yahoo for February
2016, the user can run a Target Trend to see which
audience segment caused the decline.

© comScore, Inc. Proprietary. 21

Key Business Questions (Overview)

Use Media Metrix and Mobile Metrix to understand:

3) DRIVE TRAFFIC TO YOUR PUBLISHERS
• Where are the gained traffic of a publisher coming from?
• Where do visitors go when they leave your website?
• What other sites do your consumers visit?
• What verticals/categories can I leverage on for building new Audiences?

• Reports to use: Source/Loss Reports, Segment Metrix Reports.

© comScore, Inc. Proprietary. 22

Source/Loss (Understanding drivers and losses of traffic)

This column shows us that the source of incoming

traffic for facebook.com was Google sites.
Expanding on “+” will reveal the domains within the
Publishers dictionary. Clicking on the titles will also
show additional domains that can be reported on.
% of Entries to see that the 16.7 million entries from
Google account for 16.8% of all entries into
facebook.com.
The number one source of outgoing traffic actually
reads “logoff” meaning there wasn’t a number 1
source of a specific outgoing site. When people
were done browsing facebook.com they either
closed their browser or were idle for at least 30
minutes. However the second outgoing source led
people back to Google sites.

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Segment Metrix (Segmenting audiences across categories)

This report looks at Heavy users of Automotive sites

from the age of 25+ across the Top 100 Properties.
Sorted based on the Composition Index UV, the top
5 publishers belong to the Classified and News
category.

Looking at the % Reach column, we see that

Karangkraf (local Publisher) is reaching 16.6% of the
Automotive - Heavy segment, whereas other
Publishers with bigger audiences present a smaller
% Reach.

Clicking on the Pencil icon brings

up the Report selection the user has
generated.

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Segment Metrix (Segmenting audiences across categories)

Choosing the Top Line Category under Expanded

Categories, users will be able to measure cross-
categories for the selected target audience or
publisher.

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Interface Snapshot

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MMX in the MMX menu

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Mobile Metrix reports are found in the Mobile menu

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Segment Metrix reports are found in the Segment Metrix
menu

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Thank you!

www.comscore.com @comScoreEMEA www.linkedin.com/company/comscore www.facebook.com/comscoreinc

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Appendix

© comScore, Inc. Proprietary. 31

Setting up MMX reports
Step 1:
Data Source will default to
Desktop only.
Step 4:
Edit the Media to select
from the category or
sub-category or use the
search tab to select
specific sites.
Step 3:
Step 2:
Edit the Target Audience
Geography and Time
either using the simple tab to
Period will default to
select a single demo or the
the user’s home market
advanced tab to select multiple
and the newest data
demographic attributes. Leave
month available. Adjust
at total audience to see all
if needed.
demos.
Step 5: Step 6 (optional) :
It is optional to change
Under Measures, leave
the nesting of metrics
the standard set of
in the output under
metrics or choose
Report Options.
specific ones to align
with research goals.
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Media Metrix – Reports Available

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Media Metrix – Important Measures Definitions

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Media Metrix – Important Measures Definitions

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Media Metrix – Important Measures Definitions

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