Posts Tagged ‘comScore’

comScore’s Top 25 Online Advertising Networks

May 20, 2009

comScore has released their list of the top 25 Online Advertising Networks based on their reach among U.S. Internet users in April 2009.

The top five online ad networks are AOL’s Platform-A , Yahoo! Network , Google Ad Network, ValueClick Networks and Specific Media.

The sixth largest network is the new Fox Ad Network.

Top 25 Online Advertising Networks

Top 25 Online Advertising Networks

Jack Flanagan comments in the comScore Top 25 Online Advertising Networks press release “…that new ad networks are emerging every day, each aimed at helping advertisers achieve their campaign objectives, whether it’s to deliver reach and frequency or to target a specific audience segment.”

With the exception of Rupert Murdoch’s News Corp and Yahoo Ad Network’s joint venture with publishers. it appears the newspaper industry as a whole has missed possibly the only opportunity left remaining to extend its reach and audience targeting potential through ownership in or control of an online advertising network.

I guess that’s why Rupert Murdoch is Rupert Murdoch.

Research Online; Buy Offline

May 16, 2009

comScore’s Chairman Gian Fulgoni recently presented the “State of the U.S. Online Retail Economy through Q1 2009”.

Fulgoni’s presentation provided excellent insight into the online channel’s influence on both online and offline consumer behavior.

Because comScore gathers their data from a global panel of 2 Million Internet users, comScore research is required reading for every search behaviorist.

Of the material in comScore’s “State of the U.S. Online Retail Economy through Q1 2009”, I found the following slide one of the most provocative.

Research Onlne Buy Offline

Research Onlne Buy Offline

The message is clear: whether a brand marketer or a one person shop – having an online presence is essential for reaching and connecting with buyers both online and off.

March 2009 Twitter Unique Visitors @Compete.com

April 8, 2009

Via Silicon Alley Insider’s Chart of the Day:

Twitter Unique Visitors Compete.com

Twitter Unique Visitors Compete.com

According to Compete’s figures, Twitter’s traffic nearly doubled from February 2009 to March 2009 from 8 million to 14 million unique visitors.

In a previous post, I had predicted Twitter’s traffic according to comScore would double from February 2009 to March 2009.

comScore’s March 2009 traffic figures for Twitter are due out later this week.

March 2009 Twitter Traffic Prediction

March 31, 2009

In the not too distant future, comScore will release its traffic stats for a variety of different web categories and properties for March 2009.

One web property’s traffic many observers will be following closely is Twitter.com.

According to comScore during the month of February 2009, Twitter.com had 9.8 million unique visitors while Facebook had 275.6 million unique visitors and Myspace had 123.5 million unique visitors worldwide.

Based on my research, I am going to predict Twitter.com will have twice its February 2009 traffic in March 2009 – 19.6 million unique visitors.

Top 50 Web Properties February 2009

March 23, 2009

comScore has released its list of the top 50 web properties for February 2009.

Google remained the #1 web property.

comScore Top 50 Web Properties February 2009

comScore Top 50 Web Properties February 2009

October 2008: 12.6 Billion US Searches, Up 7%

November 29, 2008

comScore has released its October 2008 analysis of the US search marketplace.

Americans conducted 12.6 Billion searches during October 2008 – up 7% over September.

Comscore October 2008 Search Volume

Comscore October 2008 Search Volume

Google continued to dominate the search marketplace fielding nearly 8 billion searches or roughly 2/3 of all US searches.

Combined, Google sites including YouTube fielded 10.8 Billion searches.

Online Retail Sales A Bright Spot?

November 18, 2008

From Internet Retailer:

Online retail sales in October grew a scant 1% over sales in October 2007, Internet measurement company comScore Inc. reports.

“The overall softness in online retail spending was precipitated by curtailed spending across mid- to lower-income segments, with households earning less than $50,000 exhibiting negative spending growth compared to a year ago,” comScore says.

ComScore says it is the lowest monthly growth since it began tracking e-commerce in 2001 and October was the sixth consecutive month of lower growth than the month before.

According to comScore chairman Gian Fulgoni, “October represented the softest single month of online retail growth on record, and we can only hope that the recent sharp drop in oil prices will cause a continued easing of inflation and a strengthening in consumer spending as we enter the critical holiday shopping season.”

Data suggests offline retailers may not have cause for similar levels of optimism.

“The U.S. Commerce Department reported Friday that retail sales, which include autos, gasoline stations and restaurants, decreased 3.3% in October from October last year. The National Retail Federation, the retailers’ trade association, reports that, excluding those three areas, sales decreased 1.3% year-over-year. Auto sales in October fell 25.9% from October a year ago, the Commerce Department reports.”

Online retailers should have a clear indication of whether or not they can expect to eke out a profit let alone break even this holiday season after Black Friday (November 28, 2008) and Cyber Monday (December 1, 2008) arrive respectively.

With the above figures taken into account, online retailers may be the only retail sector with a bright spot this holiday season.

Top Search and Web Properties Query Share

September 20, 2008

comScore has released its August 2008 qSearch analysis of the the U.S. search marketplace.

According to comScore, Google core search sites continued to lead the U.S. core search market in August with 63% of the searches conducted, up from 61.9% in July.

Yahoo core search sites had the second largest amount of search traffic with 19.6%, followed by Microsoft with 8.3%, the Ask Network with 4.8% and AOL LLC with 4.3% of searches conducted.

At the top web properties where search is observed, Google web properties led with 10.2 billion searches followed by Yahoo web properties with 2.4 billion searches, Microsoft web properties with 1 billion searches and AOL LLC and it search sites with 839 million search queries.

What I found most interesting in the comScore top web properties search data was Fox Interactive’s web sites – including MySpace.com – conducted 593 millions searches compared to Ask Network’s properties 572 million searches.

July August 2008 comScore Site Search Share

July August 2008 comScore Site Search Shar

Also, according to comScore data and to my surprise, MySpace.com has even surpassed AOL’s Search Network – not including MapQuest – fielding 117 million more search queries per month than AOL search.

Even with MySpace network’s growth slowing, at some point won’t its user base and growth cause it to generate an equal and then ever increasing number of search queries per month?

At its present size and barring any significant search market disruptions, will MySpace.com eventually generate more searches per month than AOL?

Ultimately, will MySpace.com generate more search queries per month than even Microsoft’s web properties?

Web Display and Search Advertising Combined; Their Sum Greater Than Parts

August 22, 2008

Gian Fulgoni chairman of comScore, recently wrote about his firm’s research on the impact online display and search advertising have on in-store retail sales.

How does comScore measure the impact online advertising has on retail offline sales? According to Fulgoni, “using the comScore panel, off line sales impact can be measured by linking panelists’ exposure to online ads with their in-store buying (through the use of retailers’ loyalty card data).’

Fulgoni draws two interesting conclusions from comScore’s
research:

1. “Search advertising provides higher sales lift than display advertising, but when combined, the synergy provides the highest lift…”

comScore Shoplocal.com Lift

comScore Shoplocal.com Lift

Search and Display Ads Lift

2. “While search advertising results in a higher sales lift than display advertising among the people exposed to the ads, the number of people reached by display advertising is typically markedly higher than the number of people reached by search advertising …

comscore shoplocal.com reach

comscore shoplocal.com reach

Online Advertising Reach

For media buyers planning to increase their brand message reach and lift consider the following;

1. An online display advertising campaign often reaches further than a search advertising campaign but online display ads will have less lift than search ads.

2. Search advertising will have more lift than online display ads but search ads may not reach as far as online display advertising.

Brand managers buying either online display advertising or search advertising but not both online display advertising and search advertising are likely diluting their brand’s message power – and along with it the ability to maximize their return on either form of online advertising they may have invested in.