Whither the Click? comScore Releases European Study Highlighting the View-Through Impact of Online Display Advertising

Study Suggests Display Advertising in Europe Has Greater Impact on Consumer Behaviour than in U.S.

LONDON, March 11, 2010 - comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world,
today announced the release of a report entitled "How Online Advertising
Works: Whither the Click in Europe?" that highlights the latent view-through
impact of online advertising based on numerous advertising effectiveness
studies conducted across European markets. The report, based on results from
nearly 20 studies conducted by comScore in Europe, revealed that those
exposed to online ad campaigns in Europe were 72 percent more likely to visit
the advertiser's website and 94 percent more likely to conduct a trademark
search query on the advertiser's brand, compared to a control group of
similar Internet users who were not exposed to the campaigns. These results
were observed despite minimal clicks on the ads in the various campaigns.

(Logo: www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)

"The results of these initial ad effectiveness studies we've conducted in
Europe are rather provocative," said Mike Shaw, comScore Director of
Marketing Solutions. "They not only demonstrate a clear view-through value of
online ads independent of Internet users clicking on the ads, but the
resulting lifts in behaviour substantially outperform what we've seen in the
U.S."

By comparison, comScore has observed an average lift of 49 percent in
site visitation and 40 percent in trademark search queries across hundreds of
ad effectiveness studies conducted in the U.S. The higher ad response in
Europe could be explained by a number of factors — such as differences in
online ad clutter, differences in creative executions or differences in
consumer response to advertising stimuli — yet is still interesting to note
and augers well for the future of the European online advertising industry.

Latent Impact of Online Ad Exposures in Europe

The study also highlighted the latent effect of online display ad
exposure in Europe, with results indicating a sustained lift in behaviour in
the weeks following initial exposure to an online ad. While the lift was
strongest in the first week after initial campaign exposure, the lift in
subsequent weeks declined by only a small amount. Specifically, the lift in
advertiser site visitation among the campaign-exposed group was 99 percent
the first week, but remained above 70 percent for weeks 1-3. The lift in
trademark search queries experienced even less attrition, falling from 91
percent during the first week to 81 percent during weeks 1-3.

    Impact of Online Ad Exposures
    -----------------------------
    European AdEffx(TM) Norms Database
    -------------------------------
    Source: comScore AdEffx(TM)
    ------------------------
                                             Reach (% of Internet Users)
    Visitation to                            ---------------------------
    -------------                          Not
    Advertiser's Site                    Exposed      Exposed        Lift
    -----------------                    --------     -------        ----
                                                              (% Difference)
                                                               -----------
    Week Following First Ad Exposure        2.01%       3.99%          99%
    --------------------------------        ----        ----           --
    Weeks 1-2 After First Exposure          3.43%       6.02%          75%
    ------------------------------          ----        ----           --
    Weeks 1-3 After First Exposure          4.45%       7.71%          73%
    ------------------------------          ----        ----           --
    Trademark Search Query
    ----------------------
    Week Following First Ad Exposure        0.81%       1.54%          91%
    --------------------------------        ----        ----           --
    Weeks 1-2 After First Exposure          1.36%       2.56%          89%
    ------------------------------          ----        ----           --
    Weeks 1-3 After First Exposure          1.80%       3.27%          81%
    ------------------------------          ----        ----           --

"These results help illustrate how online advertising works. Despite the
long-held obsession with using clicks to measure campaign performance - which
reflect only the immediate impact of an ad — the comScore studies
demonstrate that the Internet is clearly effective as a latent brand-building
medium," added Mr. Shaw. "Europeans appear to be particularly receptive to
online advertising, and whether it's due to better creative, less ad clutter,
or greater receptivity to online ads, the implication for brand advertisers
is clear: ignore online as a brand-building channel at your own peril."

To download a free copy of "How Online Advertising Works: Whither the
Click in Europe?", please visit:
www.comscore.com/WhitherTheClickwww.comscore.com/2008-digital-review/

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital
world and preferred source of digital marketing intelligence. For more
information, please visit www.comscore.com/companyinfo.

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Berit Block, comScore, Inc., +44-(0)-203-111-1758, worldpress at comscore.com