Kevin’s posterous

BIG-NAME BRAND MARKETERS ARE FED up with traditional media channels and are threatening to shift the lion's share of their budgets online, according to Nick Brien, worldwide CEO of Universal McCann.

"If this happens for another year, significant clients will want to walk," Brien said at an Interactive Advertising Bureau conference on Monday in reference to a general climate of discontent due to increasing viewer fragmentation, disruptive technologies, and the resulting decrease in ROI.

Without naming any specific clients, Brien added they are "just waiting to increase their online spend to 50% or 60% [of their total budgets]."

According to eMarketer projections, Web advertising as a share of total ad spend will reach 7.4% this year, more than 10% by 2009, and at least 13.3% by the end of 2011.

"Shifts among marketers away from traditional media would make U.S. advertising growth flat-line without the Internet," said David Hallerman, senior analyst at eMarketer.

The increased spending on online ads is coming from a mix of additional allocations and budget shifts from other media, and TV may be in for the largest losses. Among the largest companies, 42.4% of marketing executives recently told BusinessWeek that TV would take the biggest hit in ad budgets in the next few years.

Brien also took a moment to dispute statements made this weekend by Maurice Lévy, chairman and chief executive of Publicis, to the effect that the industry was approaching the kind of hyper-inflated economics that led to the so-called dot-com crash in 2000-01.

"He doesn't give enough credit to the serious ad dollars being redirected to growing audiences online," Brien says of Lévy.

And at the end of the day, a solid brand is still one of the "most valued and most exciting mechanisms" a marketer can possess, according to Brien.

That notion was seconded by Brad Brinegar, chairman and CEO of Havas' McKinney, who described a brand as "that most valuable asset."

Brinegar predicts that over 50% of McKinney's business will be digital in less than two years. "But don't talk about how interactive [digital] is a way to do something cheap," he says.

"To do it right costs money," Brinegar adds. "It's just allocated in different ways."

Source: Mediapost

To Nick Brien, worldwide CEO of Universal McCann, the notion of new media is almost irrelevant. "When clients say, 'Talk to me about new media,' I say, 'No I am not going to talk to you about new media, I am going to talk to you about new marketing,'" he said.

Mr. Brien said the marketing model has fundamentally changed with emerging media, and if marketers don't progress, they will jeopardize their brands.

Avoiding 'legacy' thinking
"If you are not the leader, you are going to lose your market share opportunity to a new competitor who is not encumbered by legacy mentalities or legacy business models or legacy agency relationships," Mr. Brien said in his keynote address Nov. 6 at the interactive marketing conference Ad Tech in New York.

In this new marketing model -- where media enhances personality -- brands have to become experiences and destinations and consumer insight has to be smarter, Mr. Brien said.

"A brand is ultimately a promise ... it is something that is not ownable by a corporation any more," Mr. Brien said.

Helping consumers generate their own content is one of the smartest ways to embrace the new marketing model, Mr. Brien said, noting that marketers need to become experts in understanding the marriage between traditional aspects of persuasion-based marketing and user-generated influence.

He cited a Yahoo case study, which was shown during the online giant's upfront media-buying event last year, in which more than 200 Shakira fan groups were asked to record impersonations of her song "Hips Don't Lie," which ultimately became the No. 1 downloaded song of the summer.

"It was helped to no end that this was about users participating in brand development. And there was no conventional advertising around," Mr. Brien said.

Innovation and collaboration
The new marketing model also calls for innovation and collaboration among media and creative agencies and brands, Mr. Brien said. He cited a campaign executed by Universal McCann and Interpublic Group of Cos. sibling Lowe for Lynx deodorant in Australia. To target young adult males, the campaign used insight that men find air travel sexy and exciting and then created a campaign that centered around a fake airline. Spots were created to promoted the airline, complete with sexy stewardesses dressed in tight yellow dresses and carrying the line "Lynx Jet -- Get on, Get off." According to Mr. Brien, sales of the deodorant increased within four weeks of the campaign's launch.

"The old notion of integrating and being smart players is an absolute must. ... I don't know whether it's going to go back to full bundling in the way that it was, but the plan will come back together," Mr. Brien said.

He also acknowledged that some marketers are still hesitant about embracing the new marketing model, but that agencies must teach them to love new technology and not fear it.

"They always say that the two greatest motivators are love and fear, and I find that many agencies are playing the fear card -- 'The world is collapsing, the sky is falling.' I think it has to be a love thing."

Though the new marketing model may be frightening, it is also an opportunity, Mr. Brien said, "if we have the creative intellectual juice to come up with different approaches.

Source: Ad Age

kevinnorman.gooruze.com
Advertisers are well on the way to spend $21.4 billion on the internet in 2007, according to eMarketer’s new online ad spending report, “US Advertising Spending,” which also projects that by yearend 2011 spending on online advertising will reach $42 billion. emarketer-us-online-advertising-spending-2006-2011.jpg

eMarketer also projects that US online advertising’s share of total media ad spend will more than double, from 6% in 2006 to more than 12% share in 2010 - and more than 13% in 2011.

The amount of online ad spend per internet user is also growing and will, this year, for the first time surpass $100 per user, eMarketer also said; and, by 2011, advertisers are expected to spend nearly double that amount online per user.

One big trend is that the nation’s largest advertisers are shifting more of their budgets from traditional media to the internet, according to eMarketer:

* Among Advertising Age’s “100 Leading National Advertisers,” 69 allocated a smaller share of their total ad budgets toward the four traditional measured media - TV, radio, newspapers and magazines - in 2006 than in 2005.
* 58 of those advertisers both decreased their spending share on the four traditional media and increased the share going to the internet.
* Combined, the 100 top advertisers spent nearly $230 million less on the traditional four media in 2006 compared with 2005, while boosting internet ad spending by $558 million.

Search, display and classified ads account for the largest advertising share of Internet spending, according to eMarketer’s projections for the 2006-2011 period:

emarketer-us-online-advertising-spending-by-format-2006-2011.jpg

* Paid search’s share of online ad spend will continue to hover in the 40% range through 2011.
* Display ads (such as static banners) will generate about 20% of internet ad revenues through the decade.
* Classified ads, including those on newspaper sites and in places such as eBay, Monster or HotJobs, will contribute about 17%.
* Rich media, which includes video advertising, will rise from 8% share this year to over 13% in 2011.
* Social-networking advertising numbers, currently being revised by eMarketer, are expected to increase from $900 million in 2007 to $2.5 billion in 2011.

While the current total media ad spending forecasts reflect economic anxiety, a downturn will also affect online ad spending - but less so, according to David Hallerman, author of the report:

* In contrast to the 26.7% growth projected for internet advertising in 2007, total media ad spending will increase only 2.1%.
* Mainly because of the credit crunch and related economic fallout, internet ad spending will not increase as much in 2007 and 2008 as analysts previously expected. However, reduced spending will be tempered by advertisers buying the low-cost display advertising gobbled up by mortgage companies’ shrinking marketing budgets.
* As a highly accountable ad format, paid search are likely to get more of the mortgage companies’ shrinking budgets than display ads.

Source: MarketingCharts.com

According to a new research study by Clarity and The EAR Foundation, 26% of senior citizens rated loss of independence and 13% rated moving out of home into a nursing home as their greatest fears. These two possibilities are a much higher concern than death, which was the greatest fear for only three percent of Seniors.

And, the children of Seniors also fear for their parents, with particular concern about their emotional and physical well-being should they have to enter a nursing home.

For the "Aging in Place in America" study, two groups were surveyed to allow a comparative analysis of the attitudes of Seniors age 65 and older who are living at home with those of Baby Boomers who have Senior parents.

Significant key findings include:

• The vast majority of Seniors (89%) want to age in place - or grow older without having to move from their homes - and more than half (53%) are concerned about their ability to do so
• A large majority (82%) of Baby Boomers fear their parents will be mistreated in a nursing home and 89% fear they will be sad
• Seniors living at home are determined to maintain their independence, but they report that they require (and receive) limited support from their children or other caregivers
• Not only are Boomers concerned about their aging parents, almost two-thirds (63%) are providing some kind of help or support to them.
• Half of Seniors are open to using new technologies to enable independence, including having sensors installed in their homes to monitor their health
• Baby Boomers have not turned to technology to assist their aging parents. Only 14% have actually looked for solutions that would help them ensure the health and safety of their parents

Peter Bell, president of National Aging in Place Council, says "These findings tell us that, above all else, older Americans value their ability to live independently..."

And Clarity president, Carsten Trads, agrees saying ".... Independent living is a key determinant of quality of life for seniors... "

Seniors cited three primary concerns that could jeopardize their ability to live independently:

• 53% say health problems
• 26% say memory problems
• 23% say inability to drive and/or get around

They said they do not expect, nor do they receive, much support from those around them.

• 55% of Seniors view themselves as very independent in that they receive no assistance from their children and seem content with that
• 75% said their children are involved "enough" in their life

Of the Seniors who do require help from others, 20% receive assistance with household maintenance, 13% with transportation, 8% with healthcare, and 1% reported receiving any financial support.

Almost half of Seniors are comfortable using personal computers, Internet and email. Not surprisingly, Seniors' comfort level with computer technology decreased in older age groups, particularly those over 75 years of age.

65% of Seniors said they are open to or would like to use new technologies that enable independence. 54% would consider the use of ambient technology in their homes (specifically, sensors) to monitor their health and safety.

"Seniors are clearly more open to technology than many people believe," said Trads.

Like Seniors, Baby Boomers are open to new technologies that would help Seniors age in place, but very few are actively seeking these products, says the report.

• 49% of Baby Boomers are interested in new technologies that would help them monitor their parents' safety and wellbeing
• 51% of the Baby Boomers also think there are technology products available aimed at meeting the needs of Seniors
• 50% would be open to the use of ambient technology to monitor the health and safety of their aging parents
• But, only 14% of Baby Boomers have actually looked for any technology solutions that would help them ensure the health and safety of their parents

Trads concludes "From the iPod to the Blackberry, technology is such an everyday part of Baby Boomers' lives; however they have not yet realized the potential benefit of technology to help care for their parents. More technology solutions need to be developed to allow aging in place, so that Boomers and other caregivers have more options when trying to help our aging Americans."

Source: Center for Media Research

Just claiming to be green in a tagline or company brochure doesn’t work anymore. Educated consumers are looking for companies that mirror their socially conscious values, per a study just released by BBMG, New York. Chief among these values are health and safety, corporate honesty, eco-friendliness, promoting local producers, and convenience, all of which factor into a consumer’s consideration. On behalf of BBMG, the Global Strategy Group, New York, polled roughly 2,000 adults from Sept. 11-17. They found that while price and quality were still paramount in consumers’ purchasing decisions—with 58% and 66% of respective respondents dubbing those traits “very important”—a growing number are showing concern about issues pertinent to social responsibility. For 41% of respondents, a product’s energy efficiency was a key factor, and 44% said that where a product is manufactured was important, beating out more typical considerations such as convenience, which was only considered very important by 34% of those polled. And for companies that meet those criteria, the payoffs are clear. According to the survey, 90% of consumers are more likely to buy products from a company that manufactures energy-efficient goods, and 88% were more likely to buy products that promote consumer health and safety. If a company supports fair labor and trade practices, or if the company commits to environmentally friendly practices, 87% of consumers said they were more likely to buy goods from that manufacturer. “Trust is perhaps the most important issue between these consumers and marketers; there has to be an alignment between what a company is promising and what it’s doing,” said Mitch Baranowski, founding partner of BBMG. The survey also asked respondents to rank those companies which they felt were the most socially conscious, and not surprisingly it reads as a roster of those who have put their money where their mouth is. Whole Foods Market led the pack with 22%, following by Newman’s Own at 19%, Wal-Mart at 18%, Burt’s Bees at 17% and GE, Johnson & Johnson and Ben & Jerry’s all tying at 16%. “For companies that are engaging this green consumer, it’s less about gaining traction, but about building relationships with these consumers,” Baranowski said.

Source: Brandweek

According to a new mobile consumer study conducted by The Kelsey Group with ConStat, 44.7 percent of U.S. mobile phone users surveyed say a mobile phone with better Internet capability will be a key factor in their next mobile phone purchase decision. According to the survey, only 26 percent of mobile phone service subscribers currently opt for an Internet access plan.

Matt Booth, senior vice president and program director, Interactive Local Media, said "The combination of unlimited data plans and next-generation Internet-enabled mobile devices suggests mobile Web access will grow to become ubiquitous... mobile Internet usage and increased satisfaction with mobile Internet applications are among the converging factors that... point to a breakthrough year ahead for mobile ad adoption."

In the past six months, notes the study, 9.8 percent of respondents used their mobile phones to conduct Internet searches for products and services in their local area. During the same period, 10.7 percent downloaded or looked at maps, while 10.9 percent indicated they had downloaded search or mapping applications for use on the Internet to supplement those that came with their mobile phones.

The Kelsey Group announced last month that it expects U.S. mobile search advertising revenues to grow from US$33.2 million in 2007 to US$1.4 billion in 2012, representing a compound annual growth rate of 112 percent.

It is thought that customized, targeted advertisements will be what boost the growth of mobile ads. Currently online advertising claims about $75 million which is 1.8% of the country's ad spend. It is projected to grow by 3.1% in the 2008-2009 fiscal year, and another 7.1% in 2010-2011.

Mobile only claims about $1.5 million, yet the country continues to add about 7.5 million mobiles a month. Online users in India measure at 35-40 million, while mobile users total 208 million, the report continued.

S Subramanian, CEO of BPL Mobile, was quoted by Business Standard to say "Mobile advertising, with its reach and relevance is attracting advertisements. It will become the best option in the next six months."

Finally, AdMob released a report covering 1.5 billion mobile ads served in September covering the US, UK, India and South Africa.

Source: Center For Media Research

The digital age is upon us and marketers need to react accordingly. A new study from IBM, being released today (Nov. 7), shows that changing media consumption patterns are marketers are following suit. The study found that 36% of respondents spent at least four to six hours of personal time on the Internet versus only 23% of respondents who spent that amount of time watching TV. Of the 888 respondents in the U.S. market, 26% spend at over 6 hours online each, versus only 16% watching television. The findings were based on the results of a global survey of 2,400 consumers and roughly 80 advertising executives in Australia, Germany, Japan, the United Kingdom and the United States. Marketing execs are reacting. Those surveyed estimated they would increase their spend on digital initiatives by 22.4% by 2010. This includes mobile, online, interactive TV and in-game ads. Spending on traditional ad media like broadcast, radio, print and outdoor will also increase albeit at a slower rate. Marketers said they will spend 4.4% more on traditional advertising. The study said marketers should be aware of the increasingly diverse digital platforms being used by consumers and effectively use these platforms to communicate impactful branded messages. For the U.S. market, popular digital devices included MP3 players (44% of U.S. consumers own one), game consoles (38%), high definition televisions (26%), media center PCs (26%) and DVR (24%). U.S. respondents also broke out the places where they got most of their entertainment content. The majority of it came from online sources. Social networks ranked the highest at 45%, trailed by user-generated sites like Youtube (29%), music services such as iTunes (24%), premium video content for TV (24%), and online newspaper subscriptions (18%). Understanding this shift is essential, especially when it comes to targeting the coveted 18 to 24 year-old demographic, said Saul Berman, global media and entertainment strategy leader at IBM, Los Angeles. “Today’s generation, when they graduate college, does not have a land line phone, but a mobile phone and the generation following them won’t have cable or satellite subscriptions. They get [their content] from the Internet via various digital devices…So you have to be appealing to all of these different mediums. Marketers have to start thinking about how they’re going to cross channel their communications and reach their consumers in all the different places, through all the different media, where they are.” But the survey’s results also reassure marketers that the revolution hasn’t yet happened. Of the U.S. consumers, 51% still said that major network TV ads were those that most affected their impression of a product or company. This was far greater than cable ads (18%), magazines (8%), newspapers (5%) and radio (4%). Internet ads grabbed only 8% of the vote, and mobile ads garnered 0.2%. “Traditional advertising still continues to be dominant but the ‘gadget generation’ is moving in, and while traditional ads will be the core of your business over the next 3 to 5 years, advertising will increasingly roll into new media,” said Berman. He stressed the need for advertising agencies to incorporate digital arms into their core business. “While digital agencies might start as separate arms, their services will increasingly need to be integrated into the main group. The advertisers are looking for [agencies] that can bring them a cross-platform solution. So, as the market [and consumer media consumption] fragments, the integration of [digital and traditional] capabilities becomes more and more important.”

Source: Brandweek

The number of adults online at home, in the office, at school, the library or other locations continues to grow at a steady rate.

The figure increased 10 percent in the past year to an estimated 178 million* - or nearly four out of five US adults, according to the latest Harris Poll, reports sister site MarketingCharts.

Harris Interactive found that 79 percent of adults are now online, up from 77 percent in February/April 2006, 74 percent in February/April 2005, 66 percent in the spring of 2002, 64 percent in 2001, and 57 percent in Spring of 2000.

When Harris Interactive first began to track Internet use in 1995, only 9 percent of adults reported they went online - that is, just 17.5 million people, according to Harris.

Time Online, Access at Home & Work Increased

The amount of time that people are spending online has also risen. The average number of hours per week that people are spending online is now 11 hours, up from 9 hours last year and 8 hours in 2005.

Home, Work access is also up:

• The proportion of adults who are now online at home has risen to 72 percent, up from 70 percent in 2006 and 66 percent in the spring of 2005.
• The percentage of those online at work has also risen, now at 37 percent, and up from 35 percent in 2006.
• The largest increase is among those adults who are online at a location other than their home or work: up from 22 percent in 2006 to 31 percent today.

Online Demographics Looking Like US as a Whole

As internet penetration continues to grow, the demographic profile of Internet users continues to look more like that of the nation as a whole. It is still true, however, that more young than older people, and more affluent than low-income people, are online:

• 9 percent of those online are now age 65 or over (compared with 16 percent of all adults who are 65 or over).
• 39 percent of those online (compared with 47 percent of all adults) did not attend at least some college.
• 13 percent have incomes of less than $25,000 (compared with 17 percent of all adults).

* Based on July 2006 US Census estimate released January 2007 (225,600,000 adults aged 18 or over).

About the data: The Harris Poll was conducted by telephone within the United States in July 2007 (July 10 and 16, 2007) and October 2007 (October 16 and 22, 2007) among 2,062 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region, number of adults in the household, size of place (urbanicity) and number of phone lines in the household were weighted where necessary to bring them into line with their actual proportions in the population.

According to Marketing Sherpa’s Landing Page Handbook, improving your landing pages can increase your conversions by 40% or more. In our experience at Marketo, optimized landing pages work even better — as high as 200% improvements in conversion rates.

So how do you do it? Here are ten tested and proven tips you can use to improve and optimize your landing pages.

1. First Impressions Matter

When a prospect scans your landing page, they decide in just a few seconds whether to bail or stick around. When making this decision, they consider two things: “Does this page look hard or complicated?” and (2) “Is this page relevant to my search query?”. Design, copy, font size, and form length all influence the former. To influence the latter, make sure your page (especially the headline) directly connects to the search term. This means having dozens or hundreds of landing pages — at least one per ad group and ideally one for your each of your top keywords.

2. Have an Offer

Your landing page doesn’t need to sell your product, service, or company. It just needs to sell your offer. Focus your page around a single call to action, such as a free whitepaper or demo. Avoid the temptation to include extraneous company information.

3. Remove The Navigation

This isn’t your home page, so remove your main navigation. Simpler pages almost always work better for lead generation. In eye tracking studies, the navigation draws attention away from your offer and conversion action. Worse, each link is an invitation for the visitor (which you paid for) to click away instead of converting. As Marketing Sherpa points out, it’s tempting to leave those links just in case the visitor wants to dig through your site and learn more. Drop this fantasy. Your goal is to sell your offer, and the only thing those links can do is reduce your conversions. You can always share additional information after they convert, on the thank you page or via your lead nurturing. (Note: You can make your logo link to your home page, and you can include your footer navigation since it draws the eye less than your main navigation. These links help the page appear to visitors and to Google as part of a larger site.)

4. Use Graphics Wisely

Graphics are the #1 thing that draws the eye. Use them carefully since the wrong graphic can distract from the offer and conversion. Include a hero shot, e.g. a mock up of the white paper cover with the title blown up to be readable. Two other tips: Let people click the graphics to get more info (visitors often click on graphics) and be sure to have a caption (besides the headline, captions are the most read copy on the page).

5. Make Your Content Scan-able

People don’t read landing pages, they scan them. Write in bullets, if you can. Be sure your copy sells your offer when someone scans just the first three words of each bullet or paragraph. Bold key words. Consider using interactive elements, such as an audio clip or short video / demo, on your landing page. This can engage buyers who want more info without making the page look overwhelming.

6. Only Ask What You Really Need

If you met someone interesting at a bar, you wouldn’t ask for a ton of information like their annual income —you’d simply get his or her contact information so you could build the relationship over time. The same is true for landing pages. Every field you ask reduces your conversion rate, so collect as little information as you really need to route the lead and stay in touch. You can always collect more during your nurturing process.

7. Capture Implicit Information

Use hidden fields to capture additional information about your leads, such as the keyword used, the search engine they came from, and the ad they clicked. You can also use “click paths” to capture implicit information. For example, if you want to know the prospect’s industry, add some navigation on the left that lists your top industries. This is different than your site navigation. Prospects are likely to click on the link for their industry, so take them to an even more targeted landing page —and capture their industry as a hidden field.

8. Have Reasons to Give Valid Info

After conversion, don’t just hand the offer to the prospect – email it to them. This is a great trick to ensure that you get a valid email address. Also, be sure to place a link to your privacy statement near to where you ask for their info.

9. Say Thank You

After a customer converts, take them to a thank you page. This is important to track the conversion. Plus, it’s a great opportunity to deepen the relationship by making another offer, promoting your blog, asking for feedback, or running a poll. Up to 40% of prospects say they are willing to share additional information after they convert.

10. Test… But Don’t Over Test

Testing lets visitors vote with their actions, removing any debate about what works and what doesn’t. The most valuable things to test are the headline, graphic captions, the submit button, form length, and graphical elements. However, be careful not to over-test. A good rule of thumb is to take the number of conversions you get per day and divide it by 10. Then take your testing period in weeks and divide that by 2. Multiply the two results together to get the number of versions you can confidently test in your testing period.

Landing Pages Don’t Need To Be Hard

Given the dramatic ROI of having multiple targeted landing pages, why do three out of four B2B companies still send clicks to the home page? The main reason is a lack of resources —and getting time from web developers is the most difficult resource to get. As a solution, companies can leverage products like those offered by Marketo that allow marketers to create landing pages with no IT. The Marketo online demo can provide a first hand example.

Source: TopRankBlog.com

Search engines have become an increasingly important part of the online experience of American internet users. The most recent findings from Pew Internet & American Life tracking surveys and consumer behavior trends from the comScore Media Metrix consumer panel show that about 60 million American adults are using search engines on a typical day.

These results from September 2005 represent a sharp increase from mid-2004. Pew Internet Project data from June 2004 show that use of search engines on a typical day has risen from 30% of the internet population to 41%. This means that the number of those using search engines on an average day jumped from roughly 38 million in June 2004 to about 59 million in September 2005 – an increase of about 55%.

comScore data show that from September 2004 to September 2005 the average daily use of search engines jumped from 49.3 million users to 60.7 million users – an increase of 23%.

This means that the use of search engines is edging up on email as a primary internet activity on any given day. The Pew Internet Project data show that on a typical day, email use is still the top internet activity. On any given day, about 52% of American internet users are sending and receiving email.

These findings have considerable consequences for the way people gather and use information online and the way e-commerce is conducted.

“Most people think of the internet as a vast library and they increasingly depend on search engines to help them find everything from information about the people who interest them, to transactions they want to conduct, organizations they need to deal with, and interesting factoids that help them settle bar bets and backyard arguments,” said Lee Rainie, Director of the Pew Internet Project.

“The evolution of search engines as everyday consumer Web tools has made them a vital resource for marketers,” said James Lamberti, vice president of comScore Networks. “Search engines are obviously a critical vehicle in reaching consumers during the buy cycle, but they also offer a rich source for consumer profiling, segmentation, and measurement of product demand. To-date, we have only witnessed the preliminary impact of search engines on e-commerce.”

The latest data from comScore show that Google was the most heavily used search engine in October 2005 with 89.8 million unique visitors, followed by Yahoo! Search (68 million unique visitors), MSN Search (49.7 million unique visitors), Ask Jeeves (43.7 million unique visitors), and AOL Search (36.1 million unique visitors).

The Pew Internet Project findings cited in this report come from a nationally representative telephone survey of 2,251 American adults (age 18 and older), including 1,577 internet users, between September 13-October 14, 2005. The margin of error on the internet user portion of the survey is plus or minus 3%.

The comScore data cited in this report come from comScore Media Metrix, an internet audience measurement service that uses a massive cross-section of more than 1.5 million U.S. consumers who have given comScore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing.

Source: Marketing Today