Cost Per Click Based Advertising Models Fail to Monetize the Full Impact of Online Ad Exposures for Publishers

RESTON, VA, November 17, 2008 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the availability of its comScore Brand Metrix norms database, compiled from nearly 200 brand impact studies conducted across a range of industries and online ad campaigns. comScore Brand Metrix is a breakthrough service for measuring the effectiveness of online advertising campaigns in meeting branding objectives such as heightened brand awareness, improved attitudes toward the brand, increased purchase intent — and ultimately incremental purchasing.

“In an environment where proving the effectiveness of every advertising dollar is essential, comScore Brand Metrix gives marketers and publishers the ammunition to demonstrate the true value of their online advertising efforts,” said Evan Neufeld, comScore vice president of advertising solutions. “With online display ads yielding click-thru rates of less than 0.1 percent, advertisers can no longer rely on click-thrus to gauge online ad performance. Doing so fails to capture the impact of advertising impressions – or view-thru – on attitude and future behavior, which are essential metrics in assessing the complete return on an investment in online advertising.”
Read the full story

Customizable Ad Templates Maximize Impact while Minimizing Creative Investment

Saving Advertisers Significant Time and Money

Irvine, Calif. – November 11, 2008 – Specific Media, the world’s largest independent media platform, today announced the launch of Dynamic Display™, a powerful solution that enables online advertisers to deliver customized, highly-relevant display ads to target audiences across their online media plans in real time, with minimal creative investment required.

The Dynamic Display platform simplifies the management and delivery of creative elements that appear within a display ad, providing advertisers the flexibility and control to customize up to three areas of an ad template. Each area can be populated to highlight different products, business locations, sales incentives, merchandising opportunities and more. By strategically developing a data feed with each customer, Specific Media is able to set rules that alter the customizable components of the ad template and deliver specific messages based on distinct audience profiles throughout its Premium Network.
Read the full story

RESTON, VA, September 4, 2008 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study of the online performance of the campaigns for Senator Barack Obama and Senator John McCain in their quests for the U.S. presidency. The study, which evaluated site visitation, video viewing behavior, searches on the candidates’ names, and display advertising efforts across the Web, showed that Barack Obama’s campaign ran a more advanced online operation during the first six months of 2008. Obama leads McCain in site visitors, candidate searches, and display ads, while the McCain campaign leads only in video views.

Obama Campaign Turns Up Online Advertising Efforts

During the first half of 2008, the Obama campaign consistently displayed more online ads than the McCain campaign, averaging nearly 92 million exposures per month compared to approximately 7 million per month for McCain. In recent months, Obama’s online efforts have ramped up considerably with 150 million exposures in May and 244 million in June.

Read the full story