vCE Audience & Viewability Benchmarks Reinforce Message: Normal is a Relative Term
Over the past several years, comScore has run thousands of studies in validated Campaign Essentials™ (vCE®) nearly every industry vertical and, in doing so, has accumulated a lot of findings about the ability of campaigns to deliver in-view impressions to a target audience. We have compiled our U.S. studies into our recently published vCE Benchmarks,... Read more
By: Andrea Vollman Tags: Ad Impressions, Ad Validation, Advertising, Viewability
India’s Online Display Ad Landscape
A young and upwardly mobile population with growing income levels and increasing online penetration makes India a very lucrative online market. In line with this trend online advertising has seen a very healthy growth pattern in the last few years. Just in the last passed quarter more than 96 billion ad impressions were delivered across India’s websites.... Read more
By: Amarpal Singh Tags: Ad Impressions, Advertising, CPG, Marketing ResearchcomScore Online Ad Delivery Findings Featured in the Journal of Advertising Research
To lend insight into the complex landscape of the digital advertising industry, the recent June issue of the Journal of Advertising Research (JAR) gathered Empirical Generalizations in Digital Advertising, featuring an in-depth research study from comScore. The article, authored by comScore Chairman Gian Fulgoni, Senior Analyst Stephanie Adamo and me,... Read more
By: Andrea Vollman Tags: Ad Impressions, Ad Validation, Advertising, Cookies, Viewability
Viewability Benchmarks Show Many Ads Are Not In-View but Rates Vary by Publisher
When it comes to viewability measurement, the most common question we get from clients is “what percent of my ads are in-view?” Immediately thereafter they want to know “how does this compare to a typical campaign?” While the answer to the second question has always been (and continues to be) “there’s no such thing as a typical campaign!”... Read more
By: Andrea Vollman Tags: Ad Impressions, Ad Validation, Advertising, Viewability
As Digital Ad Effectiveness Measurement Improves, Are Branding Ad Dollars Ready to Follow?
When it comes to digital advertising, we often spend our time pouring over data in order to create planning, modeling, targeting and buying efficiencies, but it’s very easy to get caught up in the process when in the end all anyone wants to know is “did it actually work?” Read more
By: Eli Goodman Tags: Ad Impressions, Ad Validation, Advertising, Viewability
Key Trends That Are Shaping the Brazilian Digital Landscape
Last week comScore released the 2013 Brazil Digital Future in Focus report. The study features a comprehensive overview of the latest trends across the Brazilian digital landscape including key insights from many critical and evolving facets, as social media, search, online video, digital advertising, mobile and e-commerce. Read more
By: Ana Laura Zain Tags: Ad Impressions, Advertising, e-Commerce, Facebook, Internet Use, Video, RetailThoughts on the MRC’s Viewable Impression Advisory
Choosing an accredited vendor who can measure cross-domain iframes and provide fully transparent accounting of measurability is the key to moving forward with viewable impressions. Read more
By: Anne Hunter Tags: Ad Impressions, Ad Validation, Advertising, Viewability
Marketing to Moms Online: Campaign Norms Reveals Both Targeting Efficiency and Potential for Improvement
We’ve often heard the stat that upwards of 80% of household spending is controlled by Moms, which of course makes them a very valuable audience segment. Marketers attempting to reach this segment online must continually ask themselves, “How effective is the online channel at reaching this target audience, and how can I maximize my digital spend?” Read more
By: Andrea Vollman Tags: Ad Impressions, Ad Validation, Advertising, Attribution, Demographics
Romney’s Online Advertising Ramps Up as Obama Ads Tick Down in July
One of the truisms of Election 2012 has been the Obama campaign’s outsized lead vs. Romney in most facets of the digital battleground, whether in the number of social media fans and followers, online fundraising or online advertising. Read more
By: Andrew Lipsman Tags: Ad Impressions, Advertising, Elections,MRC Accredits comScore vCE Validation, Including Cross-Domain iFrame Measurement
Today comScore announced that the validation component of validated Campaign Essentials™ (vCE™) has received MRC accreditation. vCE is the first and only service to have been audited and accredited under the IAB’s new Ad Verification Guidelines. Read more
By: Josh Chasin Tags: Ad Impressions, Ad Validation, Advertising, Audience Measurement