Released - February 2013 Commissioned by IAB Canada the ComScore Digital Advertising Highlights report outlines the growth of digital marketing in Canada. Report Highlight - Category breakdowns that include market share by advertiser, digital creative examples and category growth for automotive, CPG and Finance.

1. 2012 Digital Advertising Highlights
Prepared for IAB Canada
Kevin Duong
Senior Analyst, cMM Canada
kduong@comscore.com
416.646.9981
Bryan Segal
Vice President, cMM Canada
bsegal@comscore.com
416.646.9972
© comScore, Inc.
Proprietary.

2. Automotive Manufacturers
© comScore, Inc.
Proprietary.

3. In 2012, digital advertising by Automotive Manufacturers grew 19%
year over year with the most advertising in June 2012
Annual Digital Advertising by Automotive Manufacturers
2011
2012
16,420,375
19,474,122
Automotive Manufacturers
Display Ad Impressions (000)
2012 Digital Advertising Trend on Automotive Manufacturers
Display Ad Impressions (000)
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
© comScore, Inc.
Proprietary.
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jan – Dec 2012
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2011 & 2012
3

4. Overall online Automotive Manufacturer advertising is led by General
Motors
Top 5 Automotive Manufacturer Advertisers in 2012
General Motors Corporation
Ford Motor Company
Hyundai Motor Company
Toyota Motor Corporation
Honda Motor Co., Ltd
Share Within Category
© comScore, Inc.
Proprietary.
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012
4

5. Demographic exposure to display ad impressions on Automotive
Manufacturer sites in June 2012
% Composition Advertising UVs
By Person’s Age
By Genders
Index:
123
21%
Index:
136
22%
Index:
109
18%
Index:
91
11%
Index:
95
10%
Index:
68
5%
63%
Index:
124
37%
Index:
75
© comScore, Inc.
18-24
Proprietary.
25-34
35-44
45-54
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jun 2012
55-64
65+
5

6. 2012 Automotive Manufacturer creative examples
© comScore, Inc.
Proprietary.
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012
6

7. Finance
© comScore, Inc.
Proprietary.

8. In 2012, digital advertising by the Finance category grew 20% year
over year
2012 Digital Advertising Trend on the Finance Category
6,000,000
Display Ad Impressions (000)
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
© comScore, Inc.
Proprietary.
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jan – Dec 2012
8

9. Demographic exposure to display ad impressions on Banking sites in
October (most advertised month)
% Composition Advertising UVs
BY Household Income (CAD)
19%
29%
34%
18%
Less than $40,000
© comScore, Inc.
$40,000 - $74,999
Proprietary.
$75,000 - $99,999
$100,000 or more
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Oct 2012
9

10. Consumer Packaged Goods
© comScore, Inc.
Proprietary.
*CPG = Consumer Goods (excluding Restaurants)

11. In 2012, digital advertising by the CPG* category grew 5% year over
year, averaging over 2.2 Billion display ad impressions monthly
Annual Digital Advertising by the CPG* Category
2011
2012
25,164,020
26,545,292
CPG*
Display Ad Impressions (000)
2012 Digital Advertising Trend on the CPG* Category
Display Ad Impressions (000)
3,000,000
2,800,000
2,600,000
2,400,000
2,200,000
2,000,000
1,800,000
1,600,000
1,400,000
1,200,000
1,000,000
© comScore, Inc.
Proprietary.
*CPG = Consumer Goods (excluding Restaurants)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jan – Dec 2012
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2011 & 2012
11

12. 41% of all CPG*advertising is Health & Beauty related
Annual Digital Advertising within CPG* Category
Health & Beauty
Food & Grocery
Household & Cleaning Supplies
Alcoholic Beverages
Babycare
Beverages
Dairy
Paper Products
Pet Care
Frozen Foods
0%
© comScore, Inc.
10%
Proprietary.
20%
30%
Share Within Category
40%
*CPG = Consumer Goods (excluding Restaurants)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012
50%
12

13. Overall online CPG* advertising is lead by P&G, but Clearly Contacts
is the top product advertised online within CPG*
Top 5 CPG* Advertisers in 2012
Top 10 CPG* Products in 2012
Clearly Contacts
Procter & Gamble Co.
Kellogg's
Tide
Condis BV
(Clearly Contacts)
Gillette
Nestle Baby
Kellogg Company
Febreze
Listerine
Nestle S.A.
Duracell
Molson
Kraft Foods Inc.
All-Bran
Share Within Category
© comScore, Inc.
Proprietary.
Share Within Category
*CPG = Consumer Goods (excluding Restaurants)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012
13

14. 2012 CPG* creative examples
© comScore, Inc.
Proprietary.
*CPG = Consumer Goods (excluding Restaurants)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012
14

15. Advertising on Social Media
© comScore, Inc.
Proprietary.

16. Display advertisements increased by 228% year over year on Social
Media sites
Socially Enabled Ads = Any ad that when clicked links to
a site in the Media Metrix Social Networking category
Socially Enabled Display Ad Impressions (000)
2H 2011
2H 2012
+228%
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
Total Internet
© comScore, Inc.
Proprietary.
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, 2nd Half Aggregate 2011 & 2012
16

17. Socially enabled display advertisements grew significantly amongst
key focused categories
Socially Enabled Display Ad Impressions (000)
2H 2011
2H 2012
+325%
Automotive Manufacturers
Finance
+937%
+52%
CPG*
0
500,000
© comScore, Inc.
Proprietary.
1,000,000
1,500,000
2,000,000
2,500,000
*CPG = Consumer Goods (excluding Restaurants)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, 2nd Half Aggregate 2011 & 2012
3,000,000
17