Australian Launch for Ad Metrix

Online audience specialist comScore has launched its Ad Metrix service in Australia, citing the impressive growth of display advertising in the country.

The move follows a roll-out in Brazil last month.

In January 2012, comScore says 15.6bn display ad impressions were delivered online in Australia, reaching 15.1m Internet users. Facebook ranked as the top display ad publisher, accounting for nearly 1 in every 4 display ad impressions (23%), with IAC - InterActiveCorp the leading advertiser with 275.8m display ad impressions.

Ad Metrix monitors the appearance of display ads, the demographics of the audience they reach, and more traditional measures including reach and frequency, and GRPs. Metrics include share of voice, ad clutter and ad-exposed audience, with analysis by ad type and size, and granular classification at the brand, category or product-level. Stats can be displayed alongside images of actual creative.

VP for Australia and New Zealand Amy Weinberger says a key component of the service is its coverage of the growing use of display ads on social networking sites, by brands wanting to bolster their social media presence. In Australia this January, 24.7% of all display ad impressions were 'socially published' and 10.5% were 'socially enabled'.

Weinberger describes online display ads as 'an increasingly important channel in the marketing mix' and adds: 'Today an average Australian Internet user receives more than 1,000 display ads each month, highlighting the significance of digital advertising in the broader media landscape.'

comScore first announced plans for offices in Sydney and Melbourne back in summer 2010. The firm's home page is at www.comscore.com .

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

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