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BizReport : Advertising archives : May 05, 2011

Reports: Online ads reaching more people?

New data out from comScore indicates that a record breaking number of display ads were served in Q1 2011. But does that mean more consumers engaged or that more sales were made? Not necessarily says research from MediaMind; their research notes that reports of campaign's reach may be inflated.

by Kristina Knight

"We are now seeing more than one trillion display ads delivered every single quarter and nearly 300 individual advertisers spending at least $1 million a quarter on display, numbers which underscore just how large and vibrant the online medium has become," said Jeff Hackett, comScore executive vice president. "And it's not just about the volume but about the quality of the advertising experience that can be delivered as we see continued investment in compelling, high-quality creative that helps cultivate long-term brand equity."

According to comScore's numbers US consumers were served just over 1 trillion display ads throughout Q1 2011. More than 345 billion of those were served through Facebook, double the number that Facebook served in Q1 2010. That makes Facebook the number one publisher for total ad impressions and impression share.

The top display publishers were:

• Facebook with 346 billion impressions served, a 31% share
• Yahoo with 112.5 billion impressions served, a 10% share
• Microsoft Sites (53.5 billion, 4.8% share)
• AOL (33 billion, 3% share)
• Google (27.9 billion, 2.5% share)

Meanwhile, a report from MediaMind indicates that cookie metrics may be overestimating just how much reach some online ads have. According to their new benchmark data, cookie metrics may overestimate the number of 'unique users' by as much as three times. Their research suggests that brands would actually need 100 million impressions to reach 10 million unique users (US) and 120 million impressions to reach 10 million unique in the UK.

Why the difference? Because simple cookie counting does not take into account deleted browser cookies.

Tags: ad metrics, advertising impressions, comScore, display ads, MediaMind, online advertising

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