News of the Day

By Pramod Tummala   |   Posted at 7:39 am on May 24, 2011   |   Comments Off

comScore Media Metrix Ranks Top 50 U.S. Web Properties for April 2011

Earth Day Accelerates Growth at Green Sites
Royal Wedding Drives Interest in Entertainment News Sites

RESTON, Va., May 20, 2011 /PRNewswire/ — comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. web activity at the top online properties for April 2011 based on data from the comScore Media Metrix service. Green sites saw their second consecutive month of strong growth as Americans looked for ways to celebrate Earth Day (April 22) and cut back on fuel costs. Incentive sites were also popular in April, helping Americans stretch their dollars with promotions, daily deals and free samples, and the Royal Wedding drove gains at Entertainment News sites.

“More than 26 million Americans celebrated Earth Day this year by visiting green websites,” said Jeff Hackett, executive vice president of comScore Media Metrix. “With gas prices climbing past $4.00 a gallon, Americans have a greater incentive to be thinking green to provide some economic relief.”

Green Sites Sprout for Earth Day
The Green category held on to the #1 spot in April, posting an even stronger gain of 32 percent. More than 26 million Americans visited the category during the month, with Shine Green taking the top spot with 7.9 million visitors (up 364 percent). Planet Green Sites came in second with 3.3 million visitors (up 15 percent), followed by with 2.0 million (up 11 percent) and Mother Nature Network with 1.8 million (up 24 percent). grew 6 percent to 918,000 visitors, while saw 916,000 (up 10 percent).

Read More: comScore

Ad Choices Update

For the past several months, Media6Degrees has been rolling out the Ad Choices icon in support of the Digital Advertising Alliance’s Self Regulatory program. At this point, we’re pleased to announce that the icon is being used on over 90% of our campaigns.

Given our wide adoption, we wanted to share some details on how users are responding to this new message:

  • To date, we’ve served almost a billion impressions that included the icon.
  • People who see the icon click through to expand the overlay at a rate of less than 0.005%.
  • The overall opt-out rate is 0.0001%.
  • Of the people who clicked on the icon to expand it, 3% eventually choose to opt-out.

These numbers tell us a couple of things. First, marketers are lining up behind the program. Our customers are top brands that recognize the value of informing users of their choices regarding advertising. They should be commended for supporting this initiative.

Second, despite some sensationalism in the press and attention from Washington, actual users don’t appear to be that concerned about targeted advertising based on behavior. Perhaps after years of getting targeted direct mail at their homes, which often contains very personal information, people have come to understand that targeted marketing is generally benign, and occasionally quite beneficial. Or perhaps they truly appreciate the value of receiving customized ads. Whichever it is, users are overwhelmingly forgoing the opportunity to opt out.

Read More: Media6Degrees

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