Daily Research News Online no. 5822 - AdRelevance Boosts Rich Media Coverage

AdRelevance Boosts Rich Media Coverage

August 11 2006

Nielsen//NetRatings has announced upgrades for AdRelevance, its competitive online media intelligence service, giving more data on rich media advertising.

Rich media coverage has been included since 2001, but the service's reporting capabilities in the area have now been boosted in response to its growth and to client requirements.

The enhancements include an update of ad delivery definitions in conjunction with the firm's vendor partners, to give more standardized reporting; the introduction of expanding ad units, as used by rich media vendors; the ability to segment out non in-stream video ad-activity; and the addition of two new image-based rich media ad vendors, DART Motif and Interpolls.

Sample results from the first week's data, spanning July 31st - August 6th, show that rich media vendors' share of ad impressions is still relatively small, with almost 99% of impressions fairly evenly spread across the four other main technologies / ad types; and that PointRoll currently accounts for the lion's share of rich media impressions.

Table 1: Impressions by Technology, Week Ending 8/6/2006
(including Sponsored Search Links, U.S. data only)

Technology	Impressions (000)	% Share

Compound Image/Text Ad	16,075,976	27.9%
Sponsored Search Link	14,550,621	25.3%
Standard GIF/JPEG	13,647,993	23.7%
Flash (Generic)	12,670,515	22.0%
Rich Media Vendors	676,846	1.2%
Total	57,621,951	100%

Source: Nielsen//NetRatings AdRelevance, August 2006

Table 2: Impressions by Rich Media Vendor Technology Ad Platforms, Week Ending 8/6/2006
(U.S. data only)

Ad Platform	Impressions (000)	% Share

PointRoll	404,239	59.7%
Eyeblaster	98,820	14.6%
Klipmart	73,527	10.9%
DART Motif	48,432	7.2%
Eyewonder	33,992	5.0%
Interpolls	13,241	2.0%
Unicast	4,533	0.7%
UV Shoshkele	62	0.0%
Total	676,846	100%

Source: Nielsen//NetRatings AdRelevance, August 2006

Data covers CPM-based image-based advertising and does not account for text only, paid fee services, performance-based campaigns, sponsorships, barters, in-stream ('pre-rolls') players, messenger applications, partnership advertising, promotions, email campaigns, paid search advertising or house advertising activity.

NetRatings' home page is at www.netratings.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.