State of the Global and Local Internet (Asia Pacific) presentation at AdTech Singapore 2012 by Greg Dale. download here: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/State_of_the_Global_and_Local_Internet
Across all campaigns, the average in-view rate was 69%,meaning 3 out of 10 ads weren’t seen Figure 1 Percentage of Ads In-View by Campaign Percentage of Ads In-View by Campaign 1 93% 2 85% 3 84% 4 80% 5 76% 6 75% 7 74% CAMPAIGN 8 73% 9 71% 10 69% 11 68% 12 66% 13 65% 14 59% 15 58% 16 58% 17 57% 18 55% 48
Campaign in-view ad rates ranged from:US 55% to 93% & from Charter Studies In-view Rates EU 64% to 72% US 69% CA EU 67% AVERAGE 65% AVERAGE AVERAGE 49
Large sites within a content category do a better job thanFigure 4 Percentage of Ads Served In-View within a Given Site Category smaller sites at ensuring the ads are actually viewable Percentage of Ads Served In-View within a Given Site Category 77% 74% % OF ADS IN-VIEW 70% 61% TOP 50 TOP 100 TOP 500 LONG TAIL SITES SITES SITES SITES (REMAINING 501+ SITES) The difference in in-view rates between Top 50 sites versus the long tail sites in their category was a full 16-percentage points 50
Second only to age, the ability to reach a behavioral attribute was the next most common targeting approach Percent of Charter Campaigns Using Desired Attribute(s)rcent of Charter Campaignsed Attribute(s) 94% Digital marketers understand that people are more than just a demographic. 50% 44% Using demographics alone to evaluate campaign delivery may not be sufficient 6% 6% AGE BEHAVIORAL GENDER HOUSEHOLD PRESENCE SEGMENT INCOME OF CHILD 51
The ability to reach a specific behavioral segment varied greatly,demonstrating the importance of validation and in-flightoptimization 36% 23% average 67% LOW HIGH % of Ads Delivered to the Primary Behavioral Attribute by Campaign 52
Brand safety should be of the utmost importance to advertisers.Even one poorly delivered ad can leave a very bad impression Figure 17 Percent of vCE Charter Study Campaigns with Impressions Delivered Next to Content Deemed “Not Brand Safe”Percent of Campaigns with ImpressionsDelivered Next to Content Deemed “Not BrandSafe” 28% 28% 28% 72% 72% 72% SOME ADS IN INAPPROPRIATE CONTENT 92,000 PEOPLE EXPOSED TO NO ADS IN INAPPROPRIATE CONTENT Adult-Content and/or Hate Sites SOME ADS IN INAPPROPRIATE CONTENT 92,000 PEOPLE NO ADS IN INAPPROPRIATE CONTENT SOME ADS IN INAPPROPRIATE CONTENT 92,000 PEOPLE E Adult-Content and NO ADS IN INAPPROPRIATE CONTENT 53 Adult-Content and
CE™/vCE™: Massive Global Market Adoption2,600+ Studies for 120 advertisers / agencies in 28 countries North America Europe SEA Charter Brands Allstate! Not an exhaustive list. Includes advertisers currently working with comScore vCE 54 who have agreed to be named publicly.