Fat or Flat: The Value of Rich Media
When it comes to metrics, it’s not about interaction rate, brand time and other ad unit data in a vacuum. Instead, it’s about the relationship between creative and media and how they unite to drive the campaign strategy overall. New media models, RTB and targeting capabilities have enabled us to more efficiently and effectively reach the right audience, but once found, creative and interactive, richer formats inspire that audience to action – and conversion.
As Ari Paparo of Appnexus pointed out in his blogpost Making Rich Media Scale and alluded to in a recent DigiDay article Rich Media’s Uncertain Value “very little research has been done to prove that these expensive, highly customized [rich media] ads are actually more effective than simpler Flash creatives” and rich media standards are sorely needed to scale in the RTB marketplace. One could see the position as a reflection of RTB technology limitations manifesting as a condemnation of rich media, but it’s no secret that new media models have created technical challenges. As pointed out in this ClickZ article from PointRoll’s CEO Rob Gatto, the technology is getting resolved to meet the brand and consumer need for high quality, high impact and more effective rich formats in the RTB ecosystem.
Read More: PointRoll Blog
comScore Releases July 2011 U.S. Online Video Rankings
comScore Announces Availability of New YouTube Partner Reporting
RESTON, VA, August 22, 2011 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 180 million U.S. Internet users watched online video content in July for an average of 18.5 hours per viewer. The total U.S. Internet audience engaged in a record 6.9 billion viewing sessions.
YouTube Partner Reporting Now Available in Video Metrix
comScore is now able to provide YouTube Partner Reporting within the Video Metrix offering, for a never-before-seen look at viewership across hundreds of YouTube partners and their channels. This new feature provides a comprehensive and granular view of the unique audiences within different YouTube partner channels, enabling advertisers to more-easily create and optimize campaigns across specific channels to reach desired target audiences. The July data release for YouTube Partner Reporting includes dozens of beta partners, while comScore and Google plan to initiate reporting of more partners with the release of August data.
A first look at select YouTube partners from the current list of beta partners revealed that Machinima reached 16.9 million viewers with the highest engagement at 1.2 hours per viewer over the course of the month. Maker Studios drew 11.4 million viewers, who viewed an average of 8.9 videos, while Demand Media attracted 15.2 million viewers.
Read More: comScore