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Analyzed:
Assessed 80 big branding
campaigns across 200 of
highest trafficked sites
Measured:
Searches conducted
related to advertisers’ brands
Site visitation
traffic driven to advertisers’ site
“Marketers recognize that consumers are spending
nearly 40% of their media time online, making it an Consumer spending
ideal place to deliver their brand messages." e-commerce transactions related
to advertisers’ brands
- Pam Horan, President of Online Publishers Association
Study Results:
1 of 5 conduct related searches and 1 of 3 visit the brands’ sites
Spent > 50% more time than average visitor on sites & consumed more pages
Spent 10% more money online overall, and …
significantly more on product categories related to the advertised brands
Higher income audiences visited the advertisers sites
“Remember why you’re advertising…You are not advertising for clicks…What you’re
advertising for is to sell me stuff or change perception, and that’s what we need to be
measuring against.”
Access to great research & competitive insights can help you accomplish your goals.
Questions?
Top 5 Movies
Next 5 Movies
© comScore, Inc. Proprietary and Confidential. 7 Source: comScore Ad Metrix, May 2009
Summer Movies – Does Online Advertising Yield Box Office Success?
YouTube.com 22.5%
MySpace 15.5%
Fox Sports 6.7%
Fandango 2.0%
Yahoo! Movies 1.7%
Total # Movie Ad Impressions 608 M
© comScore, Inc. Proprietary and Confidential. 10 Source: comScore Ad Metrix, May 2009
Case Study #2 – Allergy Medications
Perfect time to
promote brands
and sell products.
Display advertising trend among five allergy drug products in last 6 months:
Benadryl
50,000 Nasonex
20,000
10,000
0
Dec Jan Feb Mar Apr May
Top 5 websites (May 2009) where allergy drug companies place most of their
display ads to reach mass audiences:
Yahoo! Sites Viacom Digital The Weather Channel Yahoo! Sites Everyday Health
AccuWeather Sites Disney Online WebMD Health Fox Interactive Media Wunderground.com
The Weather Channel The Weather Channel Fox Interactive Media Microsoft Sites CNN
Common websites:
© comScore, Inc. Proprietary and Confidential. 13 Source: comScore Ad Metrix, May 2009
Allergy Medications – Catching the Viewer’s Attention
Actual advertising creatives & key messages of five allergy drug products:
Non-drowsy
Liquid Power
(54 days: Apr 6 – May 30)
Works faster
than Claritin
(102 days: Feb 17 – May 30)
Get Pollen
Alert Widget
(90 days: Mar 01 – May 30)
Prescription
Medication
(128 days: Jan 22 – May 30)
Prescription
Medication
(52 days: Apr 08 – May 30)
© comScore, Inc. Proprietary and Confidential. 16 Source: comScore Ad Metrix, May 2009
Retail Home & Garden - Top Lowe’s Display Ad, Memorial Day
© comScore, Inc. Proprietary and Confidential. 17 Source: comScore Ad Metrix, May 2009
Retail Home & Garden – Convert Customers with Solid Landing Page
For Publishers
Identify which companies advertise with your competitors but not with you
Understand how well you perform relative to your competition
Learn how your website performs relative to your competition on key
advertising metrics, such as ad clutter, exposed UVs, demos and more
Precise.
Uses patented proprietary tracking technology to identify the specific person
within the household who sees each advertisement.
Comprehensive.
Tracks all ads delivered to a panelist’s browser—static, dynamic, rich media, ads
in widgets and ads behind secure pages.
Granular.
Offers visibility into category, company and brand level advertisements and
provides details on creative messages used in specific campaigns.
Insightful.
Includes the full range of advertising metrics, such as expenditures, category
share, ad clutter, exposed unique visitors, frequency, reach, GRPs and
publisher-level demographics.
Thank you!