The Association of Online Publishers has Selected comScore for a Major Advertising Effectiveness Research Project in the UK

Study Will Evaluate How Website Content Can Influence Trust and Affect Campaign ROI

LONDON, UK, 6 October 2011 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced that it has been selected by the Association of Online Publishers (AOP) - the industry body representing online publishing companies that create original, branded, quality content - to conduct a study focused on how trusted websites can deliver higher returns on advertising investment. The breakthrough study is commissioned by the AOP on behalf of its members, including leading online publishers such as the Guardian Media Group, the Telegraph Media Group, BskyB, ITV, IPC Media, Bauer Media and Reed Business Information.

Lee Baker, Director of the AOP said: “The topic of advertising effectiveness is a key area for the AOP and its members and we have invested heavily to ensure advertisers understand the value of the digital channel. comScore’s experience in validating campaign performance was key to our decision regarding the selection of comScore as the research vendor and we’re looking forward to publishing the findings later this year.”

The new research project builds on the AOP study “The New Rules of Engagement”, which determined the value of the environment of original content websites in cultivating trust among content consumers, thereby engendering greater trust in its advertising messages. The study findings were presented by AOP’s Head of Research and Insight, Tim Cain, throughout late 2010 and earlier this year, to media agencies, publishing companies and at a variety of industry events.

comScore was selected ahead of other research providers based on its experience analysing hundreds of advertising campaigns in Europe and thousands of campaigns globally using the comScore AdEffx™ suite of products. The final results of this study will be published by comScore and the AOP in late November 2011.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit

About AOP
‘Helping media owners build better digital businesses’

The UK Association of Online Publishers (AOP) is the industry body representing online publishing companies that create original, branded, quality content. AOP champions the interests of companies from newspaper and magazine publishing, TV and radio broadcasting, and pure online media.

The AOP raises awareness, and addresses concerns relating to all areas of online publishing to industry and Government; covering topics such as paid-for-content, online subscription models, data protection, copyright, content management, new technologies and audience measurement.

AOP publishes original research including the annual Census now in its ninth year. It also hosts forums, conferences and events, where members can debate issues, meet peers and network.
The AOP hosts two annual flagship industry events, the AOP Digital Publishing Awards, held in June 2011; and the AOP Digital Publishing Summit scheduled to be held on 14 October 2011 at Westminster Bridge Park Plaza, London.

AOP Members include AN Media, Bauer Consumer Media, BBC, BBC Worldwide, BSkyB, CBS Interactive, Centaur, Condé Nast Digital, Economist Group, Future Publishing, Global Radio, Guardian Media Group, Haymarket Media Group, Incisive Media, Independent Print, IPC Media, ITV, The National Magazine Company, News International, PPA, Reed Business Information, Telegraph Media Group, Thomson Reuters, Trader Media, Trinity Mirror, TSL Education, United Business Media.

Ayaan Mohamud
comScore, Inc.
+ 44 (0) 203-111-1758

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