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Validating Digital Ad Delivery with Comscore’s vCE
posted by Peter A. Prestipino @ 6:30 PM
Monday, January 23, 2012
Comscore recently announced the release of Validated Campaign Essentials (vCE), a product designed to validate digital ad delivery. The measurement solution provides a view into campaign delivery and a “verified” assessment of ad-exposed audiences.
Unlike other solutions, vCE provides an account of impressions delivered across a variety of dimensions – for example, are ads delivered in-view, in the right geography, in a brand safe environment and absent of fraudulent delivery. A U.S.-based vCE Charter Study involving 12 brands found that while ads are being delivered they are not always “in-view” or worse “on target” resulting in never having a chance to make an impact on the user.
“The display advertising market today is characterized by an overabundance of inventory, often residing on parts of a web page that are never viewed by the user. This dilutes the impact of campaigns for advertisers and represents a drag on prices to publishers,” said Dr. Magid Abraham, President and CEO of comScore.
“Conversely, some ads below the fold are quite visible and deserve more credit. comScore’s introduction of vCE signals an evolution in digital advertising that will bring greater transparency and accountability to the market. Ultimately, this type of third-party validation will help identify and appropriately price the proportion of online ad inventory that delivers value, improve buying and selling decisions, and instill more confidence and trust in the industry.”
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What is the most popular content category on the Web? Social networking of course.
Social networking sites now reach 82 percent of the world’s online population, which represents 1.2 billion users according to a recent study from ComScore.
In fact, social networking accounted for 19 percent of all time spent online in October – which is almost 1 out of every 5 minutes. This is a steady incline from 2007, when social networking only accounted for 6 percent of time spent online.
The most popular social site, Facebook, now reaches more than half of the world's population, and accounts for about 3 in every 4 minutes spent on social networking sites and 1 in every 7 minutes spent online around the world.
However microblogging has also gained momentum in the social space. Twitter grew 59 percent over the past year, and now reaches 1 in 10 Internet users across the world. But other microblogging services are also gaining traction, such as Tumblr and Sina Weibo. Sina Weibo is the leading Chinese microblogging site, and is ranked as the tenth social network globally, while Tumblr ranks twelfth globally and has recently seen a growth rate of 172 percent.
So aside from being everyone’s favorite past time, what is driving the popularity of social media? The answer could be mobile devices, which allow users to update statuses on the go, check-in with location-based services, redeem coupons or deals and more. According to the ComScore report, 32 percent of the total U.S. mobile population reported accessing social networking sites on their phone in the month of October, while 24 percent of the mobile population from the five leading European markets also claimed to have engaged with a social network via their mobile devices.
And although people use social networking for many different reasons, it continues to be an affordable and effective marketing avenue for businesses, especially since it reaches such a large audience.
A noteworthy statistic from the study reveals that social networking leads all content categories in the number of display ads delivered. In October, 28 percent of U.S. display ad impressions came from social media, and 5 percent of all ad impressions viewed in the U.S were socially enabled. Facebook is currently the largest publisher of U.S. display ad impressions, delivering 28 percent of display ad impressions in the third quarter of 2011 – which is more than the other four major portals combined.
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