SAN FRANCISCO, July 22, 2010 – ComScore and Kontera revealed today the exceptional results of a comprehensive comScore study that examined the impact of Kontera In-Text advertising. The research study is the most extensive analysis of In-Text advertising ever performed, examining impact on brand awareness, product perception, purchase intent, and consumer behavior. Notably, the research also showed that consumers feel that Kontera In-Text is a less cluttering and more relevant advertising format.

The research was conducted by comScore, in collaboration with Universal McCann. The detailed study spanned three months and examined multiple brand engagement campaigns that were run across Kontera’s network using the Kontera Synapse relevance engine.

“Our study revealed that Kontera In-Text advertising had a significant impact throughout the purchasing funnel,” said Graham Mudd, Vice President of Search & Media at comScore. “When compared to the comScore norms for display advertising, Kontera delivered five times as much brand awareness lift and twice as much brand purchase-intent lift. Furthermore, when we examined our consumer panel’s behavior, we saw that three weeks after being exposed to Kontera’s in-text ads, they were 400% more likely to search online for the promoted products, and 2.5 times as many of the exposed panelists visited the product information pages.”

“We are continually looking for new opportunities to create marketing breakthroughs for our clients,” said David Cohen, EVP and US Director of Digital Communications, Universal McCann. “Becoming ‘one’ with the content and providing organic value is what we believe is a big win in a crowded marketplace. We are very pleased with the results of this research.”

High Impact Advertiser Results:

The following results were observed for consumer who saw Kontera’s In-Text ads, when compared to consumer who were similar in every way, but were not exposed to the ads:

Dramatic Increase in Brand Awareness: Unaided Brand Awareness and Top of Mind Awareness had lifts that were 4 and 5 times larger than comScore norms for display ads.

Significant Increase in Product Purchase Intent: A 77% lift in Product Favorability, 68% lift in Product Purchase intent, and 42% lift in brand purchase intent.

Exceptional Message Recall: Consumers’ recall of the primary campaign slogan, inviting them to take specific actions at retailer locations was 2.5 times greater.

Behavior Measures Post Exposure: comScore’s panel reveals, that 3 weeks after seeing the ads, 400% more exposed consumers were performing searches for the advertised CPG products (on Google, Yahoo, and Bing); And 2.5 times as many Kontera exposed panelists were visiting the product information pages, when compared to demographically and behaviorally similar consumers who did not see Kontera’s ads.

One of the Better Ad Formats According to Users:

A parallel comScore study examined end-users’ attitudes towards various forms of advertising, and revealed that consumers view Kontera In-Text ads as one of the cleaner, less cluttering and more relevant on-line ad-formats.

A Cleaner, Less Cluttering Display Ad Format: 34% of consumers strongly felt that Kontera In-Text ads “clutter the page”, compared with 61% for interstitials, 52% for Video ads, 45% for Rectangle ads, and 36% for Banners.

Most Relevant to Page’s Contents: 21% of consumers strongly agreed that Kontera In-Text ads are “related to content,” compared to 14% for Rectangle ads, 14% for Interstitials, 10% for Video, 15% for Google text ads, and 11% for banners.

Among the Less Intrusive Display Ad Formats: 33% of consumers strongly felt that Kontera In-Text was “Intrusive”, as compared to 40% for rectangle ads, 53% for Video ads, 63% for Interstitial ads, and to 29% for banners.

“These powerful results are a testament to the Kontera Synapse relevance engine,” said Yoav Shaham, CEO Kontera. “We use the science of search to deliver related and engaging display ads to a highly qualified in-market audience. With widespread consumer acceptance of our self-initiated advertising format and five times the brand-lift impact, Kontera In-Text is a great ingredient in any media plan.”

To learn more about this extensive comScore study see

https://www1.gotomeeting.com/register/639167225

About ComScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. comScore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing solutions in the measurement and evaluation of online audiences, advertising effectiveness, social media, search, video, mobile, e-commerce , and a broad variety of other emerging forms of digital behavior. comScore's capabilities are based on a global panel of approximately 2 million Internet users who have given comScore explicit permission to confidentially capture their browsing and purchase behavior. These data can also be combined with census-level Web site or telecom carrier data to provide the most comprehensive and unified measurement of digital activity. comScore’s recent acquisition of ARSgroup adds one of the industry’s most validated measurement of the persuasive power of advertising in TV and multi-media campaigns. comScore services are used by more than 1,300 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!. For more information, please visit www.comScore.com.

About Kontera
Kontera delivers the most relevant In-Text Advertising & Related Information solutions online. Kontera’s patented technology performs real-time semantic analysis of content and other information to dynamically hyper-link the terms that most accurately represent and predict user-intent and engagement. Kontera enhances consumer experience through superior phrase relevance, driving increased user interaction, unparalleled campaign performance for advertisers, and substantial revenue for publishers. Reaching more than 140 million unique users per month, Kontera’s exclusive network features over 15,000 vetted premium and niche publishers and represents a unique opportunity for advertisers to reach their target audiences through innovative text, rich media and video advertising units. Founded in 2003, Kontera is backed by Sequoia Capital, Carmel Ventures and Tenaya Capital and has offices in San Francisco, New York, Los Angeles, Detroit, Chicago, Atlanta, London and Tel Aviv. To learn more about Kontera, Kontera’s Related Information and Content solutions, Semantic Advertising or Contextual Advertising visit: www.kontera.com .

PRESS CONTACTS

Jennifer McHugh
Kontera
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415-830-4504

Bill Brazell
WIT Strategy
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