© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

Publisher’s Summit

Understanding Your Consumer Audience

Wendy Josefsberg, Senior Vice President

David Shronk, Vice President

May 14, 2013

© comScore, Inc. Proprietary. 2

Today’s Agenda

• comScore Overview• Review of the complexities of the multi-platform

world• EHS Audience Overview• Health Advertising challenges and successes• Questions

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

© comScore, Inc. Proprietary. 4

comScore Brings it Together

TabletPC/Mac TV SmartphoneGaming

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© comScore, Inc. Proprietary. 5

comScore 2 Million Person Global Panel Comprehensive View of Digital Consumer Behavior

OnlineAdvertising

Video

Search

Demo-graphicProfiles

OnlineBehavioral

Profiles

E-Commerce

Website and App Usage

PC

Smartphone

TV

Tablet

Gaming

POS

Server

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© comScore, Inc. Proprietary. 6

Tag, Tag, Tag!

The more we observe, the better the numbers get. So..

© comScore, Inc. Proprietary. 7

We Provide Insights and Actions

We are an internet technology company that measures what people do as they navigate the digital world –

and turns that information into insights and actions for our clients to maximize the value of their digital investments.

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© comScore, Inc. Proprietary. 8

Analytics for a Digital World™

comScoreMediaMetrix®

comScoreAdEffx™

comScoreDigitalAnalytix®

comScoreSubscriber Analytix™

Digital BusinessAnalytics

AdvertisingAnalytics

AudienceAnalytics

Mobile OperatorAnalytics

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Providing Analytics For More Than 2,100 Clients Globally

Media Agencies Telecom/Mobile Financial Retail Travel CPG Health Technology

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Who is consuming what content across various platforms?And how many of themare there?

comScore helps answer…

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How do they engage with this content?

and...

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How can one monetize this audience and drive strategic growth?

even...

© comScore, Inc. Proprietary.

Shar

e of

Dev

ice

Page

Tra

ffic

on a

Typ

ical

Wor

kday

In one day, CONTENT is consumed across multiple DEVICES by the same PERSONDevice usage correlates with time of day

Tablets popular at nightPCs dominate

working hours

LATE NIGHT

(12AM - 7AM)

EARLY MORNING

(7AM – 10AM)

DAYTIME

(10AM – 5PM)

Mobile during the commute

*Note: This represents percent among owners of each device

Source: comScore Device Essentials, Monday, Jan. 21, 2013

© comScore, Inc. Proprietary. 14Source: comScore MobiLens & TabLens U.S., 2003-2012

In 2012: Smartphones reached 120 million users, up nearly 30%Tablets reached 50 million users, in two years

2003 2004 2005 2006 2007 2008 2009 2010 2011 20120

20

40

60

80

100

120

140

Smartphone and Tablet Ownership (MM)

Smartphone Owners Tablet Owners

© comScore, Inc. Proprietary.

Smartphone ownership alone is projected to surpass the desktop in coming year

Source: Morgan Stanley Research

Number of Global Users (Millions)

Smartphones

Desktops

© comScore, Inc. Proprietary. 16

Total Internet Audience

224MM

237MM

Total Internet Audience

459MM

1,045MM

March '12 March '13

+5.9%Millions of U

Vs

Total Minutes

168M view health content(71%)

+127.7%

Digital Consumption: it’s not just about how many more unique visitors there are, but also about how those people are engaging online.

Source: comScore Media Metrix® (March 2012) vs. Media Metrix® Multi-Platform (March 2013)

© comScore, Inc. Proprietary. 17Source: comScore Media Metrix® Multi-Platform, U.S., March 2013

On average, the top 25 digital media properties extended their reach via mobile channels by 50%

1

2

3

10

51.2%

PANDORA.COM 178.8%

Apple Inc. 56.0%

YELP.COM 55.4%

The Weather Company 47.1%

Gannett Sites 33.0%

About 31.8%

Answers.com Sites 31.6%

Wikimedia Foundation Sites 30.1%

eBay 29.1%

Amazon Sites 28.3%

© comScore, Inc. Proprietary. 18Source: comScore Media Metrix® Multi-Platform, U.S., March 2013

How many incremental visitors come from mobile channels?33.3MM Unique Visitors consume content EXCLUSIVELY from mobile

33.3MM24.6%

Health Category Publishers

© comScore, Inc. Proprietary.

Tablet Owners Smartphone Owners

49% 45%49% 48%35% 33%

25%34%

9%22%

It’s more convenient It’s easy to use It allows me to multi-taskI am remote and have timeI am at my doctor’s office reviewing doctor’s guide’s so I am prepared for my visit

Source: comScore Custom Research – Jan 2013 Total n=1094

Why do you use your tablet for health research?

Among mobile researchers 1/2 of people who own a mobile device use it for health research due to ease of use & convenience

© comScore, Inc. Proprietary. 20

Health Category Publishers reach over 60% of Mobile visitors

Source: comScore Mobile Metrix (March 2013)

Android Phone

iPad

iPhone

52.9%

59.0%

68.6%

Health Category % ReachTotal Mobile Metrix Reach by Platform

© comScore, Inc. Proprietary. 21Source: comScore Media Metrix® Multi-Platform, U.S., March 2013

Multi-platform consumption is today’s new reality:Nearly 1 in 2 minutes is now spent beyond the PC

46.7%53.3%

© comScore, Inc. Proprietary.

Average time on health sites increased at over 3x the rate of the total internet in the past year

Total Internet

2,202

2,336 +6%

+20%

SOURCE: COMSCORE MEDIA METRIX, JANUARY 2013

Mins/UV

Health

2530

2012 2013

© comScore, Inc. Proprietary. 23comScore Media Metrix, March 2012- March 2013

eHealthcare Solutions Full Consumer Network has experienced amazing growth year over year

Unique Visitors: +45% (21MM- March 2013)

Minutes: +35% (91MM- March 2013)

Page Views: +65% (105MM- March 2013)

Visits: +55% (41MM- March 2013)

© comScore, Inc. Proprietary. 24

66% of the eHealthcare Solutions Full Consumer Network NEVER

visited WebMD

eHealthcare Solutions has an incredibly loyal audience

Source: comScore Media Metrix, April 2013

© comScore, Inc. Proprietary. 25Source: comScore Media Metrix® U.S., March 2013

EHS Consumer Network has a young visitor base…

Persons: 2-17

Persons: 18-24

Persons: 25-34

Persons: 35-44

Persons: 45-54

Persons: 55-64

Persons: 65+

31

136 131

112 107 109100

eHealthcare Solutions Full Consumer NetworkComposition Index UV

© comScore, Inc. Proprietary. 26Source: comScore Media Metrix® U.S., March 2013

And more importantly, they have money to spend…

Less than $15k

$15k - $24,999k

$25k - $39,999k

$40k - $59,999k

$60k - $74,999k

$75k - $99,999k

$100k+

8291

97 100 100 99107

eHealthcare Solutions Full Consumer NetworkComposition Index UV

© comScore, Inc. Proprietary. 27Source: comScore Plan Metrix, U.S., March 2013

Let’s find out more about this young and affluent visitor base…

Very likely to buy new PC in next 12 mo

Somewhat likely to buy auto in next 6 mo

Comfortable with new technology (2 rating)

Have ADHD (Attention deficit/hyperactivity disorder)

Have Psoriasis

Donated money to a special interest group (3 years)

Reported Heavy stock trading in last 6 mo

Plan to buy Luxury sports utility in next 6 mo

Plan to buy Convertible/sports in next 6 mo

104

105

111

113

117

120

121

135

137

© comScore, Inc. Proprietary. 28Source: comScore Plan Metrix, U.S., March 2013

The eHealthcare Solutions Full Consumer Network audience is 16% more likely to buy an auto in the next 6 months

© comScore, Inc. Proprietary. 29Source: comScore AdMetrix March 2013

Health advertising continues to grow

and is more measurable than ever

© comScore, Inc. Proprietary. 30Source: comScore AdMetrix March 2013 (April – December 2012)

In 2012, the industry began measuring viewability metrics to understand beyond server log data and better quantify the percent a campaign was viewable and the average viewable time.

…this represents a large opportunity as online Health advertisements represent 3% of display ads.

© comScore, Inc. Proprietary.

We measured 1.3 billion pharma impressions across 15+ brands and manufacturers for viewability and found…

32.8% percent were never viewable…

…68% that were viewable, were viewable for less than 5 seconds.

This represents an immediate optimization opportunity

View-able for

less than 5 secs68%

View-able be-tween 5 and 60 secs, 25%

Viewable more than 60s Secs

7%

Viewable67.2%

Not Viewable32.8%

© comScore, Inc. Proprietary. 32Source: comScore AdMetrix (April – December 2011 vs. April – December 2012)

Total Advertisers Health Advertisers

9.0%

7.0%

Display Ad Impressions% Change 2012 vs. 2011

While Health Advertising is growing, it’s growing at a slower pace than the Total Internet

© comScore, Inc. Proprietary. 33Source: comScore AdMetrix (April – December 2011 vs. April – December 2012)

Total Internet

Health

Health: Information

7%

-5%

-3%

Health AdvertisersTop Line Publisher Category Growth

2012 vs. 2011Display Ad Impressions

The challenge for Health Media is that non endemic sites are capturing greater Health Marketing

© comScore, Inc. Proprietary. 34Source: comScore AdMetrix (April – December 2011 vs. April – December 2012)

Total Internet

Health

Health: Information

9%

42%

40%

Top Line Publisher Category Growth% Change 2012 vs. 2011Display Ad Impressions

Health-related Publishers continue to outpace the Total Internet

© comScore, Inc. Proprietary.

Should EHS continue to explore non-endemic advertisers?

Ad Metrix- January 2013- March 2013- Health Info Sites

27MM Impressions

28MM Impressions

23MM Impressions

© comScore, Inc. Proprietary. 36Source: comScore AdMetrix (April – December 2011 vs. April – December 2012)

EHS Consumer

EHS - Healthcare Pro

646%

553%

543%

405%

Health Advertisers All Advertisers

EHS Health Advertising is growing at TRIPLE DIGIT rates:Advertisers trust EHS for their placements

© comScore, Inc. Proprietary. 37

Questions?

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www.comscore.com

www.facebook.com/comscoreinc

@comScore

Wendy Josefsberg, Senior Vice President wjosefsberg@comscore.comDavid Shronk, Vice Presidentdshronk@comscore.com

Thank You