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BizReport : Research archives : May 14, 2009

Get the most from green ads

An expanded metrix from comScore could help marketers get a better grasp on green communities, consumers and advertising campaigns. comScore has released the Green Expanded Category to show marketers where green consumers live online.

by Kristina Knight

A favored hub for greenies is NaturalPath Media. The online network boasts 12.4 million unique users and 77 million page views in April, more than either Yahoo! Green or Matter Network, two green competitors.

By ranking green networks, marketers can determine both how to focus and where to focus green efforts in the online space. Although no green network should be ignored, the bigger the network is the more attention it should be given because of the potential reach.

"The launch of comScore's green category illustrates just how rapidly the sustainable and healthy living segment is expanding," said Jim Van Huysse, president of NaturalPath Media. "Through our network of over 190 premium publishers, we are able to amass the largest concentration of 'conscious consumers', providing a rich environment for brands to market their sustainable and healthy products and initiatives."

Is it important to focus on green initiatives? Each day it becomes moreso.

According to a recent study, older consumers are most willing to pay more for sustainable goods, but younger consumers feel they have a good grasp on what can be done to help the environment. With all age groups agreeing that green consciousness is necessary, it makes sense for marketers to exploit their green efforts, packaging and products to engage consumers.

Tags: advertising network, comScore Media Metrix, content network, green, green marketing, NaturalPath Media

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