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AdRelevance Boosts Rich Media Coverage
Nielsen//NetRatings has announced upgrades for AdRelevance, its competitive online media intelligence service, giving more data on rich media advertising.
Rich media coverage has been included since 2001, but the service's reporting capabilities in the area have now been boosted in response to its growth and to client requirements.
The enhancements include an update of ad delivery definitions in conjunction with the firm's vendor partners, to give more standardized reporting; the introduction of expanding ad units, as used by rich media vendors; the ability to segment out non in-stream video ad-activity; and the addition of two new image-based rich media ad vendors, DART Motif and Interpolls.
Sample results from the first week's data, spanning July 31st - August 6th, show that rich media vendors' share of ad impressions is still relatively small, with almost 99% of impressions fairly evenly spread across the four other main technologies / ad types; and that PointRoll currently accounts for the lion's share of rich media impressions.
Table 1: Impressions by Technology, Week Ending 8/6/2006
(including Sponsored Search Links, U.S. data only)
| Technology | Impressions (000) | % Share |
| | |
| Compound Image/Text Ad | 16,075,976 | 27.9% |
| Sponsored Search Link | 14,550,621 | 25.3% |
| Standard GIF/JPEG | 13,647,993 | 23.7% |
| Flash (Generic) | 12,670,515 | 22.0% |
| Rich Media Vendors | 676,846 | 1.2% |
| Total | 57,621,951 | 100% |
Source: Nielsen//NetRatings AdRelevance, August 2006
Table 2: Impressions by Rich Media Vendor Technology Ad Platforms, Week Ending 8/6/2006
(U.S. data only)
| Ad Platform | Impressions (000) | % Share |
| | |
| PointRoll | 404,239 | 59.7% |
| Eyeblaster | 98,820 | 14.6% |
| Klipmart | 73,527 | 10.9% |
| DART Motif | 48,432 | 7.2% |
| Eyewonder | 33,992 | 5.0% |
| Interpolls | 13,241 | 2.0% |
| Unicast | 4,533 | 0.7% |
| UV Shoshkele | 62 | 0.0% |
| Total | 676,846 | 100% |
Source: Nielsen//NetRatings AdRelevance, August 2006
Data covers CPM-based image-based advertising and does not account for text only, paid fee services, performance-based campaigns, sponsorships, barters, in-stream ('pre-rolls') players, messenger applications, partnership advertising, promotions, email campaigns, paid search advertising or house advertising activity.
NetRatings' home page is at www.netratings.com .
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