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comScore Launches Display Ad Metrics Service
Online measurement firm comScore has introduced a new service to report on where display ads are viewed on the Internet, as well as the profile of those exposed to them.
Ad Metrix Publisher captures any kind of display advertising, including static and rich media/interactive ads, for the US market. The new system reports on:- Ad impressions and reach for sites with display advertising
- Who is reached with these impressions via reach/frequency and GRP reporting for individual sites
- Impression and share trends over time.
'Understanding the reach, frequency and audience composition for an online advertising plan is vital information for any media planner,' explained Alistair Sutcliffe, VP of comScore Advertising Solutions. 'Ad Metrix provides the tools for optimising the placement of online ad dollars, thereby fulfilling the promise of the Internet to deliver greater media accountability.'
To illustrate the potential use of the service, comScore conducted a study to analyse ads viewed by various demographics across three sports web sites: ESPN, Fox Sports on MSN and Yahoo! Sports. While the three sites had similar ratios of males to females viewing display ads on the sites, they showed different skews by age and household income.
Sutcliffe concluded: 'Media planners want to feel confident that they're reaching their target market. The availability of detailed ad data by demographic for competitive sites ensures that online ad placement can be optimised.'
comScore provides digital consumer behaviour and attitude information based on a global cross-section of more than 2 million consumers. The firm recently developed a new tool which segments Internet users by their overall time online (www.mrweb.com/drno/news7108.htm ). Its home page is at www.comscore.com.
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