Aggregate Knowledge Global Media Intelligence Report Q2 2013


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Aggregate Knowledge (AK), a media intelligence company that brings an exact science to the art of media buying, released its Q2 Global Media Intelligence Report, delivering key insights for advertisers and agencies to make data-driven decisions on media spend. Leveraging the AK Media Intelligence Platform that combines media and audience data, the latest report identifies trends and insights for Fortune 500 CMOs to extend reach, increase sales and drive efficiency across media budgets.

The report analyzed more than 34 billion ad impressions in Q2 to uncover insights into customer engagement and reach, such as why marketers should advertise on one digital channel over another. With this data, brands can increase the efficiency of their multi-million dollar media budgets, resulting in better reach and more sales.

AK looks at cost, reach efficiency, user quality and funnel attribution indices across the four most prevalent channels in the digital marketing world – exchanges, networks, portals and social. This quarters report also dives into overall online events, unique users, and converting users across today’s operating systems and web browsers.

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Aggregate Knowledge Global Media Intelligence Report Q2 2013

  1. 1. Aggregate Knowledge Global Media Intelligence Report Q2 2013 July 31, 2013
  2. 2. 2 • US digital ad spend growth continues, 10.6% CAGR (eMarketer) • CMO poised to spend more on IT than CIO by 2017 (Gartner) Q2 Media Intelligence Report Overview
  3. 3. 3 Q2 2013 Data Analysis • Index • 130B ad events • 34B impressions • 72M conversions • OS/Browser: • 84B online events • 12B unique users • 321m converting users
  4. 4. 4 Cost Index • Costs normalize, exchanges advantage erodes as networks cost decline to lowest level in 3 qtrs
  5. 5. 5 Reach Efficiency Index • Social, portals perform 34 to 61% better than the indexed industry average
  6. 6. 6 User Quality Index • Social and portals deliver highest exclusivity and user durability or quality
  7. 7. 7 Funnel Attribution Index Social performs above indexed industry average with exchanges increasing the most of any channel
  8. 8. 8 Operating System Usage • Mac OS users deliver highest conversion rates, Windows OS dominates overall online event traffic
  9. 9. 9 Web Browser Usage • IE and Chrome dominate online event traffic, IE and Safari drive more unique/converting users than events
  10. 10. 10 Mobile Versus Desktop • Mobile traffic 8% vs. desktop 92%, mobile converts users less than events seen (-9%) while desktop delivers more (+1)
  11. 11. 11 Key Take Aways • Exchanges/networks deliver low cost • Portals/social drive reach efficiency and user quality • Mac OS users deliver highest user conversion rate • Windows OS dominates online event traffic • Browser rank differs based on online event traffic vs. unique and converting users • Mobile traffic still small, converting users less than events
  12. 12. 12 Download complete report at: media-intelligence-report/