New comScore Report Underscores Viewability Metric

The new report from comScore, ”The Digital Future in Focus 2013,″ had some surprising numbers about how fast the digital media market is growing.

A staggering 5.3 trillion display ad impressions were delivered in the U.S. throughout 2012, with Q4 seeing the most at 1.4 trillion – up 6 percent from the previous year. Closing out the year with the greatest number of impressions delivered were advertisers belonging to the Online Media, Retail, and Finance categories, led by InterActiveCorp, Netflix and State Farm Group.

The top ten advertisers online were AT&T with 104.8 billion ad impressions in 2012. Microsoft, which debuted Windows 8 and the Surface tablet this year with 47.4 billion impressions, rose several spots from 2011. Experian Interactive ranked third with 45.1 billion impressions. Newcomers to the display ad leaderboard included State Farm (35.7 billion impressions), Weight Watchers (34.2 billion impressions), Walt Disney Company (27.0 billion impressions) and Procter & Gamble (26.7 billion impressions).
In addition to the big advertisers, the election in Q4 turned digital media into the same battleground we saw on television. The Romney campaign delivered more than a billion display ads, while Obama, who began advertising earlier, peaked at 2.5 billion.

And along with the growth of programmatic buying, 2012 also saw the the proliferation of non-standard ad units, especially for tablets and mobile devices.

The following two things stood out in comScore’s research.
1) “The U.S. online video market also shows signs of maturing from a consumption standpoint, but monetization is picking up steam …., while traditional media players are finding success with carrying TV commercial content. With the demand for high-impact video advertising exceeding the available inventory, look for the online video market to continue its strong monetization momentum – particularly as targeting improves.”
2) comScore research also showed that “an average of 3 in 10 ads are never rendered in-view, leading to significant waste, weaker campaign performance and a glut of poor-performing inventory that imbalances the supply-and-demand equation and depresses CPMs.”

ZEDO High impact formats address both of these key points raised by comScore. We define High Impact Formats as a way for the advertiser to give us standard creative (728×90, 300×250, 160×600 or a TV commercial) for ZEDO to serve on the page.

ZEDO’s Full Screen TV Ads address the first key point in comScore research; they are a way to run TV commercials on high quality brand-safe content sites.

This format is not just a small pre-roll format and not confined to the very limited over-priced inventory associated with brand-safe pre-roll. Instead ZEDO serves the ads on the best sites and they are viewed full screen by the viewer – just like TV. The advertisers love this: easy to buy (just send the TV commercial video file), brand safe sites, lower cost and higher reach than pre-roll and it plays full screen.

ZEDO’s InView format addresses the second point in the comScore research. Simply put we guarantee 99% viewability. Brand advertisers love this – and buy as much as they can get.