“Willy why do you rob banks? That is where the money is.”

ComScore Session
Online is the new primetime:

Multimedia planning is where the big providers are going.

There are powerful new tools for online media planning and analysis

· Growth rate of online advertising is 25% in comparison to traditional media that is growing at 2%. Brand building vs. direct response issue.

Stats on Internet:

Massive, growing media

185 million in US

- Search is slowing down, 99% of population search over 20 searches

- 75% of online population stream a video on average 70 times per rmonth

- UGS, YouTube is catching up in MySpace

- Internet reaches across day parts. TV has an advantage over primetime numbers. Online have daytime audiences.

- Internet is the third most used medium, and it is becoming second only to TV.
Although, younger demographics use Internet slightly less than they do TV

- Ads online have been growing with broadband

- Newspaper industry had experienced slow growth in classifieds

- Online is only 7% of total ad spending

- Broadcast TV 45,749 (000), Internet is 21,000,000

- Online advertising is probably going to get a boost in the tightening economy.

- 1/3 of online advertising is branding, the rest is direct response

- Search, classified is direct response

- Is there enough inventory online to meet the demand for online advertising

- Impressions per person are much higher for online

- If we can get the proof that online advertising does what it is supposed to do, then CPM would impove.

- Moving dollars online, online is moving to be more important than 30 sec spot.

- GM is shifting half of its budget to online

- Big advertisers are paying lots of attention to online

- Cookie deletion problem, to what degree cookies are deleted that rely on cookies.

- 30% of online users delete Cookies per month.

- The people who are deleting their cookies (4 times a month)

- That blows the UV counts out of the water

- The overstatement is true for ad serving cookies

- Ex. Tried in Australia to count the total people online, without counting for cookies the number came up with number of online users higher by 50% than the population.

- Decline in ad click-through rates, non reach media .2%

- Tacoda and ComScore did a study on display ads, 1/3 were clicking on display ads.

- 6% of Internet population clicks on ads ( lower income demographics.)

- Click throughs does not measure sales impact

- Number of ads seen by advertiser, by site. ( ComScore Ad Metrix)

- 16%, ROI, ¾ are latent (off-line)

- Half of the Internet visited food websites by search

- Price was a lot less important in brand switching for searchers

- 16% in brand recall if it in top organic search

- Kellogg ( has problems with organic search)

- Impact of online ads for in-store sales