comScore Introduces Ad Metrix Social™ for Enhanced Visibility into Brands Leveraging the Social Side of Display Advertising
LONDON, October 6, 2011 /PRNewswire/ --
- Product Enhancement Provides Breakthrough Insights on Socially-Published and Socially-Enabled Display Ads
- BSkyB is Top Social Display Advertiser in UK, while MillerCoors is Leader in Socially-Enabled Ads
comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the availability of Ad Metrix Social™, a powerful enhancement to comScore's leading competitive display ad intelligence product, that provides greater visibility into display ads appearing on social networking sites and socially-enabled display ads appearing across the web. This new capability is available for all countries currently reportable in Ad Metrix: US, Canada, UK, France and Germany.
"comScore is excited to introduce this new Social module to our Ad Metrix product, offering clients unparalleled visibility into the social side of the display advertising landscape," said Jeff Hackett, comScore Executive Vice President. "Social networking publishers, led by Facebook, not only account for one out of every three display ads appearing online today, but they are increasingly being woven into the fabric of existing display campaigns. comScore now offers advertisers and agencies a unique way to understand the intersection of social media and display advertising."
Socially-Published Ads vs. Socially-Enabled Ads
The core enhancements to Ad Metrix involve detailed reporting and analysis of two different types of social display ads: socially-published ads and socially-enabled ads. Socially-published ads refer to any brand's display ads that appear on social networking sites, such as Facebook and Linkedin. In order to improve brand-level classification of the non-IAB standard hybrid text/image ads that appear on Facebook, comScore developed a proprietary classification technology to assign these ads to the appropriate brands.
Socially-enabled ads are standard IAB display ads that click through to Facebook or other social networking sites, often including an emblem with verbiage such as "Like us on Facebook" Or "Follow us on Twitter." Increasingly, brands are utilizing these social calls-to-action in their display ad campaigns as a means of bolstering their social media presence.
Top 10 "Most Social" Display Advertisers
The top display advertiser in terms of its number of socially-published ads in August was BSkyB with 455.8 million. Among the top ten social display advertisers, John Lewis had the highest percentage of ads published on a social media site at 99.4 percent, followed by LivingSocial with 97.3 percent.
Top Social Display Advertisers Ranked by Number of Socially-
Published Ads
August 2011
Total UK- Home and Work Locations
Source: comScore Ad Metrix Social
Socially- Share of
Published Advertiser
Display Ad Total
Impressions Display Ad
(000) Impressions
Total Internet: Social Networking 20,130,769 31.1%
British Sky Broadcasting Group plc 455,783 36.7%
LivingSocial 387,752 97.3%
Telefonica Group 305,802 28.8%
Capital One Financial Corp. 246,605 50.0%
Yell Group plc 193,882 93.4%
Virgin Group Ltd. 185,207 19.1%
John Lewis PLC 162,589 99.4%
Vodafone Group Plc 161,079 13.8%
Procter & Gamble Co. 128,907 61.9%
BT Group plc 137,681 19.4%
In terms of socially-enabled display ads, MillerCoors LLC ranked at the top with 11.1 million impressions, followed by McCain Foods (8.1 million impressions) and Kellogg Company (8.1 million impressions) with almost equal numbers of socially enabled ad impressions. The advertiser in the top ten with the highest share of socially-enabled display ads was McCain Foods with 100.0 percent, followed Carlsberg A/S at 84.8 percent.
Top Social Display Advertisers Ranked by Number of Socially-
Enabled Ads
August 2011
Total UK - Home and Work Locations
Source: comScore Ad Metrix Social
Socially- Share of
Enabled Advertiser
Display Ad Total
Impressions Display Ad
(000) Impressions
Total Internet 325,072 0.5%
MillerCoors LLC 11,076 33.7%
McCain Foods 8,133 100.0%
Kellogg Company 8,109 10.9%
BT Group plc 7,965 1.1%
Carlsberg A/S 7,731 84.8%
Carlson Hotels Group 5,485 25.9%
Procter & Gamble Co. 4,688 2.2%
Barclays Group plc 4,572 1.5%
Government of the United Kingdom 3,813 6.9%
Diageo plc 3,136 9.4%
For more information on comScore Ad Metrix Social, please email learnmore@comscore.com.
Industry Leaders on Ad Metrix Social
"At Digitas, we're working on the next generation of media planning by designing content around audiences in owned and paid venues; we believe audiences will share engaging content and, as a result, generate earned media. With Ad Metrix Social, the industry now has a tool that can enable powerful and actionable insights around how owned and paid drive earned media for individual brands, categories, or publishers."
-Dave Marsey, Senior Vice President of Media, Digitas
"Earned media is more important than ever before in the Paid, Earned, Owned triad, but measurement of its impact and relationship with display can be tricky. comScore's Ad Metrix Social continues to deconstruct the black box around how brands are advertising on social sites, the relationship between display and social engagement, as well as determining which audiences are being reached. It's a great way for brands to stay on top of their social media strategy, and offers tools to optimize their campaigns in this ever-changing media/technology market."
-Chad Maxwell, Senior Vice President of Research, Starcom Worldwide
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit http://www.comscore.com/companyinfo.
Cautionary Note Regarding Forward-Looking Statements
This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to comScore of the comScore Ad Metrix Social™, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.
For a detailed discussion of these and other risk factors, please refer to comScore's most recent respective Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and from time to time other filings with the Securities and Exchange Commission (the "SEC"), which are available on the SEC's Web site (http://www.sec.gov).
Stockholders of comScore are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date such statements are made. comScore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.
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