iMedia Spring 2002 Summit

Using Online Buyingto Plan Media

comScore Mission

To improve the efficiency and effectiveness of clients’ advertising, sales and marketing efforts — both online and offline

About comScore Networks

• One of the largest online databases in the world with more than 1.5 million global opt-in participants

• A representative cross section of the global Internet universe

• Accurate measurement of the key consumer segments, (e.g. at Home, at Work, at Universities, International/Worldwide)

• Unique passive server side data collection methodology

$0.0

$2.0

$4.0

$6.0

$8.0

$10.0

1Q '01 2Q '01 3Q '01 4Q 01

US Dept of Commerce comScore

comScore Estimate = (Total Non-Travel – Event Tickets + Estimated Auction Fees)

comScore vs. US Dept of Commerce

Consumer e-Commerce Sales in $Billions

e-Commerce Growing in Importance

Consumer e-Commerce Sales as % of Total Retail

0.7%

0.8% 0.8%

0.9%

1.1%

1.0%

0.9%

1.0%

1.2%

4Q99 1Q00 2Q00 3Q00 4Q00 1Q01 2Q01 3Q01 4Q01

(excluding Travel and Event Tickets)Source: U.S. Department of Commerce

netScore Projection of Worldwide Internet Usage

Machines (March 2002)USUniv

3%

US Work19%

US Home20%

Int'l58%

The Big Picture

Total WW Internet Usage has Grown to 320MM Machines

122.6

46.9

9.6

US Univ

US Work

US Home

US Online Population (Millions)

The Big PictureHow are They Accessing the Internet?

*US Only

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

Dial-up

Broadband

2001 2002

% of Daily Online Sales by Hour US Home + Work + School

Excluding Travel and Auction Sales - August 2001

4%

5%

6%

7%

8%

9%

6am 7am 8am 9am 10am11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm

Dollars Spent

$45

$85

$5$0$10$20$30$40$50$60$70$80$90

Home

Work

Inte

rnat

ional

HomeWorkInternational

Impact of Machine Location

Machine Location Is Critical

Visitor Buying Power

% of US Daily Online Sales By Hour and PC Location

Excluding Travel and Auction Sales - Aug 2001

0%2%4%6%8%

10%

6am 7am 8am 9am 10am11am12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm

WorkHomeSchool

Buying Power Index (BPITM)

Compare the Value of Site A Versus Site B’s Audience

Case Study

Evaluating Orbitz’ Media Plan

Online Sales Grew Over the Past Year, Driven by the Travel Category

Allocating Orbitz’ Ad $

Source: comScore

$3.7$4.9

$5.7$5.0

$7.0

$1.7

$1.6

$2.0$2.7

$2.4

$1.3

$1.2

$1.1$1.7

$1.3

$1.2

$0.9

$1.0

$1.1

$1.7

$0.6

$0.8

$0.7

$1.2

$0.7

$11.5

$12.5$13.3

$15.8

$17.0

$-

$2.0

$4.0

$6.0

$8.0

$10.0

$12.0

$14.0

$16.0

$18.0

Q1 2001 Q2 2001 Q3 2001 Q4 2001 Q1 2002

Consumer Electronics

Offi ce

Apparel & Accessories

Computer Hardw are

Travel

TOTAL ONLI NE SALES

Orbitz’ Q4 Spending Focused on High Traffic Sites

AllocatingOrbitz’Ad $

Q4 2002 Ad SpendingTop Sites

41%

15%

8%6% 5%

LYCOS EXCITE

ALTAVISTA AT&TWORLDNET

WEATHER.COM

Source: 4th Quarter 2001 CMR

Many Smaller Sites Have a Higher Travel BPI

AllocatingOrbitz’Ad $

131 130 143

193 207

291 307 312337

371

LYCOS

EXCITE

ALTAVISTA

AT&T WORLDNET

WEATHER.C

OM

map

sonus.

com

sonyp

ictu

res.

com

super

pages

.com

foodtv

.com

ezsw

eeps.

com

Source: netScore April 2002

Other Sites May be More Cost Effective Due to Their Higher Travel BPI

AllocatingOrbitz’Ad $

Travel BPI

Impressions (000's)

Cost based on "actual" ($2

CPM)

Weighted Impressions*

Effective CPM**

LYCOS 131 10,000 $20,000 13,100 $1.53EXCITE 130 10,000 $20,000 13,000 $1.54ALTAVISTA 143 10,000 $20,000 14,300 $1.40AT&T WORLDNET 193 10,000 $20,000 19,300 $1.04WEATHER.COM 207 10,000 $20,000 20,700 $0.97Total Actual 50,000 $100,000 80,400 $1.24

mapsonus.com 291 10,000 $20,000 29,100 $0.69sonypictures.com 307 10,000 $20,000 30,700 $0.65superpages.com 312 10,000 $20,000 31,200 $0.64foodtv.com 337 10,000 $20,000 33,700 $0.59ezsweeps.com 371 10,000 $20,000 37,100 $0.54Total Proposed 50,000 $100,000 161,800 $0.62

*=(Impressions)(BPI/100)**=Actual/Weighted Impressions

• Work traffic is 26% of online traffic in the US• Work purchasing is a critical component of

online sales • Travel is a top category purchased online

with more than 7$Billion in Q1 online sales• Using information about where buyers of

specific categories can be found, can make media planning and buying more efficient

In Summary