Social Commerce | Display Ads | SOPA Stats | Web VC

by MarketingCharts staff

  • According to January highlights from a comScore study involving 12 national premium brands, in many cases online ads are delivered but not in-view or on target, and therefore never have a chance to make an impact. In fact, across all charter campaigns measured, 69% of the ad impressions were classified as being “in-view,” while the remaining 31% were delivered but never seen by a consumer, a likely result of a consumer scrolling past the ad before it loaded or a consumer never scrolling the ad into view. In-view percentages varied by site and ranged from 7% to 91%. An average of 4% of ad impressions were delivered outside the desired geography, but individual campaigns ran as high as 15%. In many cases, ads were served in markets where the advertised product is not sold, meaning wasted ad spend and sub-optimal effectiveness results. Also, 72% of the campaigns had at least some ads running next to content deemed “not brand safe” by the advertiser, meaning that the content is deemed objectionable by the brand.
  • According to statistics compiled by Marketing Land, the anti-SOPA/PIPA movement on January 18th cast a wide net. More than 162 million users saw Wikipedia’s blackout page, and more than 8 million used the page to look up their representatives’ contact information. Google said more than 7 million users signed its petition opposing the bills, while its petition page was +1′d more than 130,000 times. And Twitter announced that its users sent about 3.9 million SOPA-related tweets that day.
  • The latest MoneyTree report from PricewaterhouseCoopers and the National Venture Capital Association indicates that internet-specific companies saw a substantial increase in investing in 2011. The $6.9 billion going into 997 deals represented a 68% increase in dollars and 24% rise in deals from 2010, when $4.1 billion went into 807 deals. 2011 also marked the highest level of internet investment over the past decade. For the fourth quarter, internet-specific investment declined 23% in dollars and 7% in deals with $1.3 billion going into 239 deals, compared to $1.7 billion going into 257 deals in the third quarter of 2011.”Internet-specific” is a discrete classification assigned to a company whose business model is fundamentally dependent on the internet, regardless of the company’s primary industry category. These companies accounted for 24% of all venture capital dollars in 2011, up from 18% in 2010.

About the Data: The comScore US-based vCE Charter Study involved 12 national brands, 3,000 placements, 381,000 site domains and 1.7 billion ad impressions. Select advertisers from the charter study include Allstate, Chrysler, Discover, E*TRADE Financial, Ford, General Mills, Kellogg’s, Kimberly Clark, Kraft, and Sprint. All of the impressions analyzed in the study were delivered in iframes and none required publisher site pixels.