Photos: Compete Illuminates What Consumers Do After Seeing Online Ads

Ad Impact Provides the Missing Piece in Ad Effectiveness - Does an Ad Actually
Affect Behavior?

BOSTON, July 13 /PRNewswire/ -- Compete, a TNS Media company, today announced
a new offering that measures how exposure to online advertising impacts
consumers' online behavior, specifically search queries and interaction with
brand, competitor and third-party sites. Ad Impact promises to drive higher
returns from online advertising investments by providing publishers,
advertisers, ad networks and agencies with the missing piece in assessing ad
effectiveness: what do people actually do after seeing an ad? Ad Impact is a
strong complement to survey-based branding studies enabling publishers to
prove their value to clients and helping advertisers measure the impact of
their campaigns more comprehensively.

To view the Multimedia News Release, go to:
http://www.prnewswire.com/mnr/compete/39099/

"Working with Compete has been extremely valuable in terms of demonstrating
the impact a YouTube Homepage ad can have on influencing consumers' behavior
online," said Michael Rucker, product marketing manager, YouTube and Google.
"Dozens of our advertising partners take advantage of this research and we
have been impressed with the metrics reported. Knowing that your campaign
resulted in an exposed audience being 700% more likely to search for your
product is information a savvy marketer needs to know, and Ad Impact has
allowed us to provide our clients with these insights."

Ad Impact in Action
Since the beginning of the year, Compete has analyzed more than 75 campaigns
across multiple industries to demonstrate how ad exposure impacts site
visitation and search behaviors. The empirical results show that online
display ads drive an increase in brand search queries for exposed consumers.
In one Entertainment industry example (see table below) Compete assessed the
impact of an online campaign for a blockbuster movie and found that consumers
exposed to the ad were 705% more likely to visit the movie website than
consumers who did not view it. They were also 85% more likely during the
campaign period to search for the movie or its actors than the Control Group.
Movie studios can connect these data insights to box office sales, and use
them to identify best practices for future movie launch campaigns.

Impact of advertising exposure on online consumer behavior
among five recent online media campaigns (source: Compete)
-------------------------------------------------------------------------

Advertiser Lift in Site Lift in Brand
Visitation Search
Automotive marketer 226% 24%
Financial Services marketer 17% 66%
Technology marketer 9% 48%
Entertainment marketer 705% 85%
Retail marketer 42% 207%

Note: Lift is the difference in behavior between consumers exposed to an ad
and those who were not exposed (the Control Group).

Ad Impact draws from Compete's online panel of millions of US consumers, the
largest integrated online panel in the industry. Compete's unique multi-source
panel methodology and industry-leading data management practices ensure the
panel is unmatched in its depth, quality and integrity. The new offering
assesses panelists' online behavior after ad exposure compared to a control
group of consumers who were not exposed to the ad.

The new offering provides behavior-based metrics in three critical categories:
site impact (branded site and microsite visitation); search and ecosystem
impact (search phrases, social media, rival site and third-party site
visitation); and campaign profile information (demographic, impression and
frequency reporting). Clients can also request additional customized metrics
and use the information from Ad Impact as inputs into cross-media measurement.

Ad Impact delivers new, detailed, and analytical reports that enable clients
to:
-- Measure the impact of advertising on relevant consumer behaviors
-- Assess performance versus control groups and other segments to
understand the benefit of reaching specific audiences
-- Benchmark against other campaigns and against competing publishers
-- Gain a more complete view of advertising ROI

-- Establish greater publisher-advertiser trust through accountability
and
transparency

"Understanding how an ad impacts behavior within a target audience has been
the missing ingredient in measuring online brand advertising. Until now,
neither publishers nor advertisers could fully account for the value of a
campaign," said Stephen DiMarco, chief marketing officer at Compete.
"Identifying how exposure creates search activity or deeper brand engagement
helps answer the question, 'what is the value of the 99.9% of advertising that
does not get clicked on?'"

With the addition of Ad Impact, Compete now provides advertisers, online
publishers and agencies with a complete suite of digital research and online
media planning solutions. This comprehensive set of capabilities enables
clients to transform a complex universe of digital data into insights that are
relevant and actionable.

About Compete
Compete, a unit of TNS Media, helps the world's top brands improve their
marketing based on the online behavior of millions of consumers. Leading
marketers such as Carlson Hotels Worldwide, Hyundai Motor America, Upromise,
Chrysler, and Verizon Wireless rely on Compete's services to create effective
online experiences and highly profitable advertising campaigns. Compete's
online behavior database--the largest in the industry--makes the web as
ingrained in marketing as it is in people's lives.

Compete was founded in 2000 and is located in Boston, MA, with offices
throughout the U.S. For more information about us, please visit
http://www.competeinc.com/, or to join the conversation visit
http://www.compete.com/.

About TNS Media
Established in more than 30 countries, TNS Media explores all the media -
print, radio, TV, Internet, social media, cinema and outdoors worldwide, 24
hours a day, seven days a week, and offers a full range of insights, analyses
and audience measurement services.

TNS Media combines the deepest expertise in the industry to provide media and
marketing intelligence including advertising expenditure monitoring,
advertising creation monitoring, audience measurement, market influence
analytics, online consumer behavior tracking, news monitoring, sports
sponsorship evaluation and more. The TNS Media companies track more than 3
million brands and provide vital market intelligence to 16,000 customers in
the world. http://www.tnsmediagroup.com

All logos, company and product names may be trademarks or registered
trademarks of their respective owners.

About Kantar Group
The Kantar Group is one of the world's largest research, insight and
consultancy networks. By uniting the diverse talents of more than 20
specialist companies - including the recently-acquired TNS - the group aims to
become the pre-eminent provider of compelling and actionable insights for the
global business community. Its 26,500 employees work across 80 countries and
across the whole spectrum of research and consultancy disciplines, enabling
the group to offer clients business insights at each and every point of the
consumer cycle. The group's services are employed by over half of the Fortune
Top 500 companies. For further information, please visit
www.kantargrouptns.com.

SOURCE Compete, Inc.

Cynthia Stephens, Compete, Inc., +1-617-933-5651, cstephens@compete.com; or
Gretchen Bender of Greenough Communications, +1-617-275-6526,
gbender@greenoughcom.com