Solution Uses IRI’s National Consumer Network Panel and will be Integrated into comScore’s AdEffxTM Digital Advertising Effectiveness Platform
Solution Uses IRI’s National Consumer Network Panel and will be Integrated into comScore’s AdEffxTM Digital Advertising Effectiveness Platform
AOL’s Platform-A Ranks #1 Among Ad Networks, Followed by Yahoo! Network and Google Ad Network
RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world today reported the top 25 ad networks based on their reach among U.S. Internet users in April 2009. The ranking showed that AOL’s Platform-A remains the top ad network, reaching nearly 176.5 million U.S. Internet users, or 91.5 percent of the total audience, followed by Yahoo! Network (167.1 million) and Google Ad Network (164.5 million). New ad network FOX Audience Network ranked sixth, reaching 149.2 million people. Several ad networks in the top 25 achieved double-digit growth during the past year, led by Turn Inc. (up 121 percent), CPX Interactive (up 88 percent) and 24/7 Real Media (up 48 percent).
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People Reached by Vertical Ad Networks Exhibit Substantially Higher Engagement With Site Category Content than Average Visitors
RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world released the results of a study of vertical ad networks, which target ads to specific audiences online according to demographic or category content. Vertical ad networks include entities such as Adify Media, Federated Media, Glam Media and Travel Ad Network, among numerous others. The study showed that the collective reach of vertical ad networks tracked by comScore has increased substantially in the past year, from 21.5 percent of the total U.S. Internet audience in March 2008 to 57.1 percent in March 2009.
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Growth in Vertical Ad Network Reach
March 2009 vs. March 2008
Total U.S. – Home/Work/University Locations
Source: comScore
Category Mar-08 Mar-09 Percent
Change
Total U.S. Internet Audience 188,010 192,173 2%
Vertical Ad Networks – Unique Visitors (000) 40,343 109,757 172%
Vertical Ad Networks – Reach (%) 21.5% 57.1% 166%
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“comScore research indicates that vertical ad networks are a growing phenomenon in the online advertising space, in part because of their ability to deliver engaged, targeted audiences,” said Lesle Litton, VP, Media at comScore. “As more vertical ad networks prove their ability to effectively reach specific target audiences by aggregating mid-tail publisher sites, the industry will likely give greater consideration to these emerging ad delivery channels.”
People Reached by Vertical Ad Networks Exhibit High Category Engagement
The study showed that vertical ad networks were effective in reaching people with significantly higher than average engagement in their respective content categories. Of the five segments studied, people reached by vertical ad networks spent at least 60 percent more time in those site categories than the average category visitor. For example, people reached in the Gaming segment spent 423 minutes per visitor on sites in that category, 123 percent higher than the average visitor.
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Category Engagement of People Reached via Vertical Ad Networks
March 2009
Total U.S. – Home/Work/University Locations
Source: comScore
Site Category Average Minutes per Visitor
People Reached by Average Category Index*
Vertical Ad Network Visitor
Gaming 422.9 190.0 223
Entertainment 417.8 191.4 218
Community 136.2 82.1 166
News/Information 123.8 77.3 160
Health 54.2 31.7 171
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*Index = Time Spent by Vertical Ad Network visitors / Time Spent by Category Visitors x 100; Index of 100 indicates average representation
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 www.comscore.com/companyinfo.
Below is a list that is regularly maintained – well, as regularly and accurately as possible – of Twitter accounts related to Ad Operations, Online Advertising, Online Marketing topics. In other words, if you’re interested in the topics discused here at AdOperationsOnline.com, you may want to follow the twits and bits from the accounts listed below.
To suggest an addition, please leave a comment with the Twitter URL and I’ll review it as soon as possible.
PubMatic-Sponsored Summit Assembles Media and Advertising Thought Leaders to Address How to Maximize Ad Revenue
PALO ALTO, Calif. – PubMatic (www.pubmatic.com), which provides more than 5,000 online publishers with real-time ad optimization, will host AdRevenue ’08 this Friday, November 14th, at The Golden Gate Club in San Francisco.
What: AdRevenue ’08 (www.adrevenue08.com) is a one-day summit that brings together leading media executives, analysts, and other innovators in the media and online advertising industry to deliver insight and proven strategies to help publishers, ad networks, and ad exchanges increase ad revenue. Forrester Research analyst Barry Parr jump starts the event with a keynote presentation, “Online Advertising: A Volatile Ecosystem,” which will be immediately followed by the opening panel “The Real Difference between Ad Networks, Ad Exchanges, and Ad Optimizers.”
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Ad Revenue Optimizer PubMatic Develops Thought Leadership Conference Focused on Increasing the Value of Unsold Inventory Amid Online Advertising Slowdown
PubMatic (www.pubmatic.com), which provides more than 5,000 online publishers with real-time ad optimization, announced AdRevenue ‘08 (www.adrevenue08.com), the first conference dedicated entirely to improving the value of ad inventory for online publishers and ad networks. PubMatic, known for recognizing trends in ad network pricing with its AdPrice Index, identified the need for a forum where the most respected names in the online advertising come together to address strategies to maximize industry-wide ad inventory revenue.
During the one-day summit taking place November 14th in San Francisco at the Golden Gate Club, attendees are invited to meet with leading technology entrepreneurs, executives, established media and industry thought leaders from Adify, Avenue A / Razorfish, ContextWeb, Draper Fischer Jurvetson, Forrester Research, Google / DoubleClick, NBC Universal, Quantcast, and other innovators in the industry.
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New Widget Platform Allows Media Owners to Distribute Content of Any Type to Spread and Elevate Brand Quality Among In-Network Publishers
SAN BRUNO, CA, March 25, 2008 – Adify, the premier technology and media company focused on vertical online advertising, today announced Adify Widget Share. The content syndication platform enables media creators to elevate the brand quality of in-network sites by securely syndicating exclusive content of any type (RSS, video, Flash games, etc.) via widgets within an editorially selected community of publishers. Through a new, highly configurable widget distribution and tracking platform, Adify Network Builders will be able to increase the quantity and quality of content viewed across sister sites, thereby visually branding their network to increase reader loyalty and engagement.
Adify Widget Share transforms online networks from simple advertising vehicles into communities with captive audiences. By providing access to exclusive content and publicizing the most recent updates across the entire network, widgets drive more traffic across all network sites. As a result, media owners can generate higher advertising rates through increased page views and traffic, and better targeting based on valuable information about their sites’ readership interests. Different from viral widgets, only publishers whose content is on-target and reviewed by the editorial team of Adify’s Network Builders can access and showcase these widgets.
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