ComScore Smart Lift Attribution Model

COMSCORE. Smart Lift Attribution Model" Older methods of measuring brand lift give 100% attribution to Site D (News), based solely on her last ad exposure before taking the survey. 100% of Lift Attributed to Site D (News) Total % Brand Lift A refreshingly smart way to attribute brand advertising effectiveness. Baseline Exposed Site D (News) Exposures AFTER the survey is Sally's Total Online Brand Experience (Illustrative Case Study) All the exposures PRIOR to that last ad on the News site are IGNORED. NOT Smart! taken are NOT accounted for. Site A Site B Site C Site C Site C Site D Site D Site A Site B Portal Social Media Recipe Finder Recipe Finder Recipe Finder News News Portal Social Media o ay! ay! J Jay! ay! ay! Got a sec? Take a survey Jaytonge 4 Q: Which orange juice brand makes you happy? "Sally" Sample Survey Respondent Sally has 8 exposures to Ojay! brand campaign ads in various environments on her path across the Internet. Smart! comScore Smart Lift Attribution iay! The AdEffx" smarter model comScore Campaign Essentials calibrates the delivery to ensure the results represent who saw the campaign, and not just who took the survey. gives you the right impression. 100% Orange Juice All impressions before and after the survey contribute to the total lift. Compare the actual impression distribution with the actual contribution to the lift to see how effective the impressions are for a given publisher. "Ojay!" Juice Brand Campaign % of Lift Generated by Each Site Distribution vs. Contribution Actionable Attribution Analysis Impression Distribution % Contribution to Lift Percent of Lift Contribution Distribution Index Percent of Lift per CPM Lift Site Impressions Impression Actionable Insight per CPM 20% 20% 30% $3 Best bang for your buck! Low cost and strong results. 30% 20% 150 50 Site A (Portal) 20% 10% 30% в 20% $8 Worst Performer. Barely helps lifts and overpriced. Site B (Social Media) 10% 50 Site C (Recipe Finder) 30% 40% $5 Strong performance with high impression distribution. 40% 30% 133 27 Site D (News) 40% $5 At same imps and CPM, is only half as good as Site C. 30% 20% 30% 67 13 20% 10% comScORE. AdEffx Get a lift. Before the Smart Lift Attribution Model, it was thought that the last ad seen directly before the survey generated all the lift. Now we know how all the parts contribute. comScore can uniquely provide a brand contribution model because of the comScore panel. ADEFFX CAN HELP YOU BE SMARTER about brand attribution and advertising effectiveness. LEARN MORE at www.comscore.com/SMART. © comScore, Inc. SMART 072911 Sally takes a survey