Data Show How to Reach Light Internet Users and Specific Target Groups, Optimize Scheduling, and How 'Audience Build Rates' Vary Among Sites
NEW YORK, Sept. 27, 2004 - DoubleClick Inc. ( DCLK), a leading provider of marketing solutions for advertising agencies, marketers and web publishers, today released a joint research study with Comscore Media Metrix which explores the reach of the Internet by the same measures used in print and television advertising. The report analyzes the dynamics of online audience accumulation (or the rate at which a site attracts incremental unique visitors over time) and its implications for scheduling and packaging online media.
In the joint whitepaper, the companies show how the Internet can be used as a reach medium, and not only through the most popular Web sites. Advertisers can maximize exposure to hard-to-find light Internet users and specific target groups, optimize scheduling to take advantage of site usage peaks, and understand how audience build rates vary among site genres.
"In both television and print advertising, audience accumulation is always a factor in assessing reach, and the same principle can be applied to the Web," said Lynn Bolger, Executive Vice President, Agency Development, Comscore. "Total monthly audience data is just one way to determine how a site can deliver reach -- online audience accumulation must also be analyzed to determine which day of week, times of day and types of content perform best given advertiser goals."
"This joint study between DoubleClick and Comscore Media Metrix will help web publishers, media planners and advertisers better understand cumulative audience dynamics to increase the effectiveness of their ad sales efforts and of their advertising, respectively," said Doug Knopper, Senior Vice President and General Manager, Ad Management, DoubleClick. "We've gone beyond an era of discussion about page-views and unique visitors to one where we need to understand how the Internet reaches targeted audiences. This study is one step in DoubleClick's ongoing initiatives to make online advertising more efficient and effective for both buyers and sellers."
Key FindingsIn order to effectively build reach, delivery among heavy and light Internet users should be balanced:
High reach is not always consistent with high composition:
Scheduling tactics should be directed by audience dynamics:
'Audience build' rates vary by site and should drive scheduling options:
For the full study, with additional examples to substantiate key findings and accompanying charts, please visit click here or email firstname.lastname@example.org.
About DoubleClick Inc. DoubleClick is the leading provider of solutions for advertising agencies, marketers and web publishers to plan, execute and analyze their marketing programs. DoubleClick's marketing solutions -- online advertising, search engine marketing, affiliate marketing, email marketing, database marketing, data management and marketing resource management -- help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world.
About Comscore Media MetrixComscore Media Metrix, a division of Comscore Networks, provides industry-leading Internet audience measurement services that report – with unmatched accuracy - details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe. Comscore Media Metrix continues the tradition of quality and innovation established by its Media Metrix syndicated Internet ratings - long recognized as the currency in online media measurement among financial analysts, advertising agencies, publishers and marketers - while drawing upon Comscore's advanced technologies to address important new industry requirements. All Comscore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.
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