Home > Uncategorized > comScore Introduces Ad Metrix Social™ for Enhanced Visibility into Brands Leveraging the Social Side of Display Advertising

comScore Introduces Ad Metrix Social™ for Enhanced Visibility into Brands Leveraging the Social Side of Display Advertising


 

AT&T is Top U.S. Social Display Advertiser, while Mars is U.S. Leader in Socially-Enabled Ads

 

Top 10 “Most Social” Display Advertisers

The top display advertiser in terms of its number of socially-published ads in August was AT&T with 3.9 billion. AT&T, the top display advertiser overall, had a share of ads published on social media sites similar to that of the total U.S. online ad universe. Among the top ten social display advertisers, IAC had the highest percentage of ads published on a social media site at 38.8 percent, 31 percent higher than the total Internet average. Each of the other top ten display advertisers on social media sites were somewhat underrepresented on these sites in relation to the total.

 

Top Social Display Advertisers Ranked by Number of Socially-Published Ads

August 2011

Total U.S. – Home and Work Locations

Source: comScore Ad Metrix Social

 

 

Socially-Published Display Ad Impressions (000)

Share of Advertiser’s Total Display Ad Impressions

Social Ad Index*

Total Internet

124,725,379

29.5%

100

AT&T Inc.

3,918,158

30.0%

102

Experian Interactive

1,701,108

22.6%

77

IAC – InterActiveCorp

1,340,945

38.8%

131

Google Inc.

1,259,531

26.0%

88

Netflix, Inc.

720,764

21.5%

73

Walt Disney Company

616,737

27.5%

93

Blizzard Entertainment Inc.

594,285

28.4%

96

Microsoft Corporation

591,793

14.6%

49

Procter & Gamble Co.

512,215

20.6%

70

American Express Company

497,929

21.2%

72

 

Mars Incorporated ranked #1 on the list of the top socially-enabled display advertisers in August with nearly 300 million impressions among its brands, which include popular candy brands M&Ms, Snickers and Skittles. Nearly 30 percent of Mars Inc.’s display ads were socially-enabled – approximately 42 times higher than the total online average. Kraft Foods ranked second with 179 million socially-enabled display ad impressions, followed by Energizer Holdings with 101 million and General Motors at 97 million. Nearly all of the top ten advertisers were consumer packaged goods companies, highlighting an industry segment that is currently demonstrating the heaviest focus on these types of advertising messages.

 

Top Social Display Advertisers Ranked by Number of Socially-Enabled Ads

August 2011

Total U.S. – Home and Work Locations

Source: comScore Ad Metrix Social

 

 

Socially-Enabled Display Ad Impressions (000)

Share of Advertiser’s Total Display Ad Impressions

Social Ad Index*

Total Internet

2,876,409

0.7%

100

Mars Incorporated

297,239

29.5%

4,214

Kraft Foods Inc.

178,958

32.1%

4,586

Energizer Holdings, Inc.

101,403

33.4%

4,771

General Motors Corporation

96,799

4.3%

614

Procter & Gamble Co.

92,126

3.7%

529

JPMorgan Chase & Co.

73,808

9.9%

1,414

Groupe Danone

68,133

78.1%

11,157

Sara Lee Corporation

61,582

47.1%

6,729

Unilever

53,090

8.8%

1,257

MillerCoors LLC

52,390

13.9%

2,038

 

Pasted from <http://www.comscore.com/Press_Events/Press_Releases/2011/10/comScore_Introduces_Ad_Metrix_Social>

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