comScore Introduces New Service in U.K. to Provide Competitive Intelligence for Online Display Advertising Campaigns

LONDON - Facebook Ranks as Top Display Ad Publisher and O2 Ranks as Top Advertiser in April, According to comScore Ad Metrix

comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today announced the U.K. launch of comScore Ad Metrix, a breakthrough service in digital media campaign planning and buying that provides comprehensive insight into where display ads are viewed online and the demographic composition of the audiences reached. The service captures multiple varieties of display advertising, including static banners, rich media and video ads.

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“comScore Ad Metrix is the first online advertising measurement service in the U.K. to accurately account for the total number of display ads viewed online and attribute those views to the specific users exposed, as well as to the publishers displaying the ads and the advertisers responsible for their content,” said Mike Read, SVP and managing director, comScore Europe. “Never before have the tools associated with traditional media measurement been so closely aligned with online accountability metrics, and we are delighted to be able to offer a range of capabilities through this service including share of voice, ad clutter, ad exposed unique visitors, frequency and reach of ads, GRPs and publisher-level demographics.”

Top 10 Online Display Ad Publishers

Facebook.com ranked as the top U.K. display ad publisher in April with 12.5 billion ad views (21.6 percent market share) reaching 22 million people online. Microsoft Sites ranked second with 3.8 billion ad views (6.5 percent), while eBay ranked third with 2.9 billion ad views (4.9 percent).

Top 10 U.K. Online Display Ad Publishers* Total U.K., Age 15+, Home & Work Locations** April 2009 Source: comScore Ad Metrix Advertising Exposed Total Share of Unique Display Ad Display Visitors Property Views (MM) Ads (%) (000) Total Internet 58,105 100.0% 35,350 Facebook.com 12,532 21.6% 21,988 Microsoft Sites 3,758 6.5% 25,433 eBay 2,868 4.9% 17,720 AOL LLC 2,494 4.3% 13,827 Yahoo! Sites 2,011 3.5% 20,178 Google Sites 1,056 1.8% 24,904 Fox Interactive Media 825 1.4% 8,584 Autotrader.co.uk 693 1.2% 3,836 Tagged.com 438 0.8% 1,549 Amazon Sites 411 0.7% 12,199 *Reflects display advertising only, excludes small ads and house ads (<2,500 pixels in dimension). **Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

Top 10 Online Display Advertisers

The ranking of the top 10 display advertisers was led by telecom companies. With a significant digital advertising campaign promoting the availability of the iPhone 3G on contract, Telefonica O2 ranked as the top display advertiser in April 2009 with 1.1 billion ad views (1.9 percent market share) reaching 29.2 million people. Other top display advertisers included T-Mobile with 750 billion ad views (1.3 percent share), dieting service Oneweek.co.uk with 610 billion ad views (1.1 percent share) and Royal Mail Group.

Top 10 U.K. Online Display Advertisers* Total U.K., Age 15+, Home & Work Locations** April 2009 Source: comScore Ad Metrix Advertising Total Share of Exposed Display Ad Publisher Unique Views Ad Views Visitors Property (000) (%) (000) Total Internet 58,104,615 100.0% 35,350 Telefonica O2 1,128,236 1.9% 29,231 T-Mobile 750,459 1.3% 28,715 Oneweek.co.uk 610,255 1.1% 25,150 Royal Mail Group 575,444 1.0% 12,190 Orange Sites 557,593 1.0% 26,483 Virgin Media 545,004 0.9% 26,984 Sky Sites 526,904 0.9% 25,849 British Telecommunications 394,958 0.7% 24,221 Microsoft Sites 379,732 0.7% 22,020 Camelot Group 321,979 0.6% 19,635 *Reflects display advertising only, excludes small ads and house ads (<2,500 pixels in dimension). **Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

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Source: comScore, Inc.

Jamie Gavin of comScore, Inc., +44 (0) 207-099-1775, worldpress at comscore.com