Report: Consumers more engaged with verticals

Are you getting the most from your advertising network? According to a recent comScore report consumers viewing ads from vertical advertising networks are more engaged than average consumers. Researchers found that users are more deeply engaged with the content categories in these networks.

by Kristina Knight

The report shows that year over year vertical ad networks grew by more than 150% in unique visitors and in reach.

"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."

The content categories are where vertical advertising networks are doing the most good. According to the report consumers viewing gaming, entertainment, community, news/information and health category content were more engaged than viewers outside vertical ad networks.

The gaming and entertainment categories were seen to have the highest levels of engagement. Researchers found that consumers reached by vertical ad networks spent more than 410 minutes with both gaming and entertainment content compared with under 200 minutes spent by average category visitors.

Tags: category content, comScore, online content, vertical ad network, vertical ads