NATIONAL ASSOCIATIONS COUNCILMedia measurement round-tableBeijing, 12 April 2011

Stating the obvious...

Source: GroupM TYNY Autumn 2010 (f) = forecast

2007 2011 (f)

North America 13.4% 21.6%Western Europe 10.3% 18.2%Asia-Pacific 9.2% 14.1%C&E Europe 5.1% 11.6%Latin America 2.1% 5.1%Africa & Middle East 0.3% 4.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%O

nline a

s %

share

But we also know there is a problem

• April 2009: WFA position online measurement position paper

• April 2011: Time to review of global progress

• 30 WFA member countries participated in our survey

WFA National Associations Survey. Base = 30 countries. April 2011

30 participant countries

93% have online measurement

• Q: Online Audience Measurement in your Country is provided by (tick all that apply):

7%

20%

30%

30%

67%

0% 20% 40% 60% 80%

No relevant online audience measurement in my country

Local organization in partnership with Nielsen or ComScore

Nielsen

ComScore

Local, independent research organization

Source: WFA National Associations Survey. Base = 30 countries. April 2011Note: some markets have more than one online measurement solution, hence over 100%

55%

15%

20%

10%

Local, independent research organization

Local organization in partnership with Nielsen or ComScore

Nielsen

ComScore

Two global measurement suppliers, but majority tend to use local provider

• Q: If more than one online audience measurement exists, which is USED most widely:

Source: WFA National Associations Survey. Base = 30 countries. April 2011

59%17%

24%

Own Service (OS)

Media Owner Contract (MOC)

Joint Industry Committee (J IC)

Own service remains the dominant approach to management & finance

• Q: Thinking of the system most widely used in your Country, how is it managed and financed:

Source: WFA National Associations Survey. Base = 30 countries. April 2011

WFA National Associations Survey. Base = 30 countries. April 2011

Still very early days for online JICs

30%

13%

57%

Yes, including advertisers

Yes, but no advertisers

No user committee

43% without JICs seek to add a layer of accountability

• Q: If you do not have a JIC, is there a consultative, but active, user committee or board providing input to the research?

Source: WFA National Associations Survey. Resp = 24 countries. April 2011

21%

38%

41%

Higher than in other (traditional) media

The same as in other (traditional) media

Lower than in other (traditional) media

But that doesn’t mean everyone’s happyQ: In comparison with the audience measurement of the other (traditional) media, the accuracy and relevance of the data provided by the (main) online measurement system, is

Source: WFA National Associations Survey. Base = 30 countries. April 2011

21%

65%

14%

No clear, consistent, universally accepted definition

Clear and consistent enough, but room for improvement

Clear and consistent enough

Or that there’s clarity on terminology...Q: Do you think the industry, in your country, uses clear, consistent, universally accepted definitions for what an ‘impression’ (or an ‘exposure’, or ‘impact’) is, for advertising in online media?

Source (left): WFA National Associations Survey. Resp = 29 countries. April 2011Source (right): WFA member company survey. Resp 31 members (Digital Network) Nov 2010

ASSOCIATIONS

60%

36%

4%

GLOBAL CORPORATES

27%

43%

27%

3%

Significant progress -satisfactoryProgress, but not acceptable (yet)

Same, but positive initiatives going on

Same as two years ago

Progress V 2 years ago! But a way to go

• Q: Compared to the situation as it was 2 years ago, do you think that the situation of online audience measurement:

Source: WFA National Associations Survey. Resp = 30 countries. April 2011

Less progress on multimedia...

• Q: If there is a multi-media audience measurement system (as described in the WFA Blueprint) in place, or under construction in your country, how well is online included in the measurement?

Source: WFA National Associations Survey. Resp = 28 countries. April 2011

7%

18%

21%

21%

32%

0% 5% 10% 15% 20% 25% 30% 35%

Exists, and it includes online media

Doesn't exist, but is being setup

Discussions about setting up a system

Doesn't exist, and there is no special activity to set it up

Exists, but doesn't include online media (well enough)

Support on your memory sticks...

7%

10%

83%

It could help

It wouldn't change much

It's necessary, I support the idea

Appetite for online global guidelines...• Q: The WFA recommends the production of global

‘guidelines’ for online audience measurement. What is your opinion about this initiative?

Source: WFA National Associations Survey. Resp = 30 countries. April 2011

Objective: to benchmark and learn from your peers around the world to improve your own approach...

Focus: Organising reliable online media audience measurement: where advertisers have a say!