31% of ad impressions are never even seen. This week comScore announced the launch of its first ad-verification tool called ‘Validated Campaign Essentials’, alongside a suggestion that over a third of ad impressions on the web are never even seen.
It’s not surprising that’s there’s waste, but the sheer volume of this claim - and the fact that it's been validated by data from 12 leading brands - is sure to raise a few eyebrows. comScore says that with the launch of this tool, it’s now able to provide advertisers with an analysis of which ads in an online campaign are viewed online. The software only tracks display ads on computers, not on smartphones or tablets, and for ads to be deemed 'in-view' they must be viewable for at least one second. Working with 12 "national premium brands” in the US (across 3,000 placements, 381,000 site domains and 1.7 billion ad impressions) comScore found that in many cases, ads are delivered but not in-view or on target and therefore never have a chance to make an impact.
The Attention-Span Myth. Everyone has an attention span. It can be short or long. Long is good. Good scholars, good citizens and good children have long attention spans. Attention spans used to be robust; now they are stunted. Technology — , the Internet, the — shriveled them. At the same time, there is a pro-technology view of attention spans — rarer, but no less confident. And so polemicists of various stripes continue to calibrate the effect of technology on attention spans. Maybe my own brain is faltering in a Web wasteland, but I don’t get it. So how did we find ourselves with this unhappy attention-span conceit, and with the companion idea that a big attention span is humankind’s best moral and aesthetic asset? In 19th-century American literature, the resting state from which characters seek distraction is sorrow or fury. And speaking of sitting silently without fidgeting: that’s essentially what we want of children with bum attention spans, isn’t it?
Metrics Mess: Five Sad Truths About Measurement Right Now. Digital GRP : contact et capping. Digital Campaign Success: a Framework for Measurement. Tipping the Scale If ever I needed a reminder about what really matters to advertisers, I got it earlier this month at the tech-media-gadget-advertising-palooza otherwise known as CES in Las Vegas.
Simply put, in the 30+ meetings Microsoft Advertising held with... Microsoft, Warner Bros. UK Launch First Ad Campaign Featuring 3D Printing Today is a definite first for me, and for Microsoft Advertising, as we launch the new campaign for The Hobbit: Desolation of Smaug on Windows 8 Ads-in-Apps, followed by a cross-platform solution on MSN and Xbox 360 on 13 December. Microsoft and AOL Partner to Bring Video to MSN and Bing Apps Today, in partnership with our friends at AOL, I’m happy to announce a content distribution agreement that will bring some of the best video content available from AOL to Microsoft’s video platforms, including MSN, with an audience of nearly 450... Teachers for Tomorrow: Recruiting Generation Next Our Fight Against Fraud Bing Ads is Off to a Great Start.
Ad Buyers Question Google AdWords Feature. Creativity Crucial to Ad Success. Creative Quality Single Biggest Factor Looking at how much of a positive change in a brand’s sales stemming from a TV or digital advertising campaign results from different factors, comScore analysis indicates 52% of the change results from creative quality.
Other factors, such as price, promotion and distribution, combine to contribute another 35% of total positive sales change. The specific media plan only contributes the remaining 13%, meaning creative quality is four times more important than the characteristics of the media plan in generating sales. Creative Quality Crucial to Above-average Performance comScore research into the impact creative quality has on advertising campaign effectiveness also suggests it is a crucial component of campaigns that produce above-average performance. Using proprietary data and research methodology, comScore ranked a variety of advertising campaigns in terms of the value they produced and quality of their creative content.
Medias sociaux. Publishers of America - Marketing Mix Modeling. Digital.