【正文】 5%Consumer Magazine $ 13,695 5%All other $ 55,977 19%Total $ 296,100 100%10Proprietary and Confidential Do not distribute without written permission from Score. Online Advertising:One third branding。 Designed to be representative of the online population216。 Newspaper Association of America。 3 Months Ending April 2023 – Total .FoodBabyPersonal CareHousehold % INTERNET REACH UNIQUE VISITORS UVs USINGSEARCH“The Digital Shelf”:Score Study with PG, Yahoo and SEMPO29Proprietary and Confidential Do not distribute without written permission from ScoreSEARCHERS . POPULATIONAverage Ine $63k $45KAverage Age 41 46Female 78% 50%4 yr. College or Better Education 45% 22%Demographic Life Stage Questions: Base: Searcher (n = 2,011)。 20:04:2520:04:2520:04Thursday, March 11, 2023■ 1乍 見 翻疑夢，相悲各 問 年。 20:04:2520:04:2520:043/11/2023 8:04:25 PM■ 1成功就是日復(fù)一日那一點點小小努力的 積 累。 8:04:25 下午 8:04 下午 20:04:25三月 21■ 楊 柳散和 風(fēng) ，青山澹吾 慮 。 三月 218:04 下午 三月 2120:04March 11, 2023■ 1業(yè) 余生活要有意 義 ，不要越 軌 。 20:04:2520:04:2520:04Thursday, March 11, 2023■ 1知人者智，自知者明。 11 三月 20238:04:25 下午 20:04:25三月 21■ 1楚塞三湘接， 荊門 九派通。三月 218:04 下午 三月 2120:04March 11, 2023■ 1行 動 出成果，工作出 財 富。 Note: There is a significant (7% point) increase from Control to Side Sponsored, as well. Query: Unbranded (., “fuel efficient cars”)35Proprietary and Confidential Do not distribute without written permission from ScoreA Lift in Aided Brand Recall When Brand Is in Top Sponsored and Top Organic ResultsWhich of the following brands do you remember seeing in the search results page you just viewed?Side SponsoredTopSponsored Top Sponsored Top Organic Top OrganicListing xTest BrandOther0%10%20%30%40%50%60%70%Source: Enquiro Search Solutions, Inc., July 2023.Query: Unbranded (., “fuel efficient cars”)Test Brand36Proprietary and Confidential Do not distribute without written permission from ScoreWhat about the impact of Inter ad campaigns on instore sales?37Proprietary and Confidential Do not distribute without written permission from ScoreClose the Loop Studies (Done with Yahoo!)■ Dozens of studies to assess the impact of paid search and banner ads on online and offline sales■ Real world analysis: Score panelists divided into two matched groups (exposed and nonexposed to advertising)– Search only– Display ads only– Search and display ads together– Neither■ Passively measured behavior, no surveys involved– Linked to instore sale through CRM databases, retailer loyalty cards (. Kroger), IRI scanner panel38Proprietary and Confidential Do not distribute without written permission from Score 39Search + Display Ad Effectiveness Results:Score Norms for Offline Sales LiftIncremental Impact On Offline $’sSearch ads generate a greater lift in offline sales, but have a far lower reach and cost substantially more than Display adsOffline $$ Per (000) Exposed11% 8% 80%% of All Exposed UsersProprietary and Confidential Do not distribute without written permission from ScoreSome Summary Thoughts for the Future■ The move to online advertising is in full gear■ It will spread rapidly as traditional advertisers understand its impact■ Panel data needed for accurate consumer metrics■ Reach and cumulative frequency are mandatory metrics if traditional branding ad dollars are to be moved online■ Measure latency and offline impact of online campaigns to show true (higher) ROI■ Search can be a branding tool40Proprietary and Confidential Do not distribute without written permission from Score■ 靜夜四無 鄰 ，荒居舊 業(yè)貧 。 Interactive Advertising Bureau (IAB)。 View of 2 Million Global Inter UsersPassively Observed Behavior and Survey Measurement216。 Radio Advertising Bureau。 Non – Searcher (n= 803) = Significant difference at 95% confidenceDemographic Profile