Sarah Radwanick, directora de mercadeo de Producto Regional en Comscore
Sarah Radwanick, Marketing Director of Regional Products at comScore, wrote an article on the company’s website, where she highlights the results of their validated Campaign Essentials (vCE) tool, that is used to validate the delivery of ads and audience in real time. This way, comScore “releases industry benchmarks from the billions of impressions it measures across the globe.” Radwanick revealed three key discoveries of its vCE campaign benchmarks for the first quarter of 2017. The first highlights that in-target delivery continues to be a challenge since almost all market reported that less than half of ads reach the right audience. In the second place, viewability rates ranged from 48% to 55% across markets, but viewability alone is not an effectiveness measure of your advertising impact. Lastly, she pointed out that programmatic buys tend to be more prone to lower in-view rates and higher levels of invalid traffic (IVT) when compared to direct buys, especially video inventory.According to comScore vCE, first quarter of 2017 benchmarks, in-target rates ranged from 39% in France to 52% in Brazil. She explained that the cause of this variation with campaign delivery is often the composition of the audience itself. Regarding the programmatic sector, a snapshot of global campaigns monitored by comScore in the first quarter of 2017, found that impressions run through programmatic exchanges had lower viewability rates compared to those purchased through direct buys.
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