Comscore Introduces New Service in Germany to Provide Competitive Intelligence for Online Display Advertising Campaigns
Verlagsgruppe Georg von Holtzbrinck Ranks as Top Display Ad Publisher and Deutsche Telekom Ranks as Top Advertiser in September, According to Comscore Ad Metrix
London, U.K. December 14, 2009 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the German launch of Comscore Ad Metrix, a breakthrough service in digital media campaign planning and buying that provides comprehensive insight into where display ads are viewed online and the demographic composition of the audiences reached. The service captures multiple varieties of display advertising, including static banners, rich media and video ads. More than 50 billion display ads were viewed online in Germany in September 2009, reaching 43 million exposed Internet users.
“With more than 50 billion display ad impressions served online in Germany in September, display advertising represents a large and fast-growing advertising channel,” said Mike Read, SVP and managing director of Comscore Europe. “However, despite boasting the largest online population in Europe, Germany’s total display ad market falls behind that of France and the U.K. Comscore Ad Metrix provides the digital media industry in Germany with the enhanced media accountability that will give advertisers the confidence to allocate more spend towards the digital medium and put the online advertising market in Germany on par with other leading countries in Europe.”
Top 10 Online Display Ad Publishers
Driven by StudiVZ Sites (which accounted for 98.4 percent of all display ads viewed on the property), Verlagsgruppe Georg von Holtzbrinck, ranked as the top German display ad publisher in September with 2 billion display ads viewed (3.9 percent market share) reaching 15.2 million people online. Deutsche Telekom Sites ranked second with 1.9 billion ads viewed (3.9 percent share), while German social networking site, Jappy.de, ranked third with 1.8 billion ads viewed (3.6 percent share).
Top 10 German Online Display Ad Publishers* | |||
Publisher | Total Display Ad Impressions (MM) | % Share of Display Ads | Advertising Exposed Unique Visitors (000) |
Total Internet : Total Audience | 50,445 | 100.0% | 42,999 |
Verlagsgruppe Georg von | 1,983 | 3.9% | 15,202 |
Deutsche Telekom | 1,946 | 3.9% | 20,090 |
Jappy.de | 1,831 | 3.6% | 2,039 |
United-Internet Sites | 1,729 | 3.4% | 17,617 |
Google Sites | 1,651 | 3.3% | 28,076 |
eBay | 1,360 | 2.7% | 19,196 |
Microsoft Sites | 1,280 | 2.5% | 16,056 |
Yahoo! Sites | 890 | 1.8% | 13,829 |
RTL Group Sites | 729 | 1.4% | 12,614 |
ProSiebenSat1 Sites | 704 | 1.4% | 16,329 |
*Reflects display advertising only, excludes small ads and house ads (<2,500 pixels in dimension).
**Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
Top 10 Online Display Advertisers
The ranking of the top 10 display advertisers incorporates brands from a variety of advertiser categories. Deutsche Telekom was the leading online advertiser in Germany in September with 557 million ads viewed (1.1 percent market share) reaching 33.4 million people. Other top display advertisers included auction property eBay with 477 million display ads viewed (0.9 percent), Gameforge Sites with 394 million ad views (0.8 percent share), and Stayfriends.de owner United Online with 357 million ads viewed (0.7 percent share).
Top 10 German Online Display Advertisers* | |||
Advertiser | Total Display Ad Impressions (000) | % Share of Publisher Ad Impressions | Advertising Exposed Unique Visitors (000) |
Total Internet | 50,444,726 | 100.0% | 42,999 |
Deutsche Telekom | 557,106 | 1.1% | 33,409 |
eBay | 477,456 | 0.9% | 29,851 |
Gameforge Sites | 393,565 | 0.8% | 19,472 |
United Online, Inc | 357,089 | 0.7% | 30,319 |
Telecom Italia | 337,551 | 0.7% | 28,174 |
Otto Gruppe | 283,463 | 0.6% | 26,061 |
Cunda.de | 250,705 | 0.5% | 26,214 |
TUI Group | 210,818 | 0.4% | 27,439 |
KPN | 207,113 | 0.4% | 22,794 |
Terra - Telefonica | 185,298 | 0.4% | 24,503 |
*Reflects display advertising only, excludes small ads and house ads (<2,500 pixels in dimension).
**Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
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.