Joint Study from MediaMind and comScore Study Ad Effectiveness and User Behavior in Entertainment Verticals
New York, New York – MediaMind, the leading independent provider of digital solutions and comScore, Inc., a leader in measuring the digital world, released ???Dwelling on Entertainment,??? a joint study that examines how online marketing influences modern consumer behavior in the entertainment vertical. The complete study is available here.
The new research, which will also be presented at the iMedia Entertainment Summit, shows that Entertainment consumption continues to be one of the most popular activities on the Web. According to comScore Media Metrix, Entertainment sites reached 99% of the US population in May 2010. Visitors also displayed strong engagement with these sites, with an average Internet user frequenting the Entertainment site category 21 times during the month while spending 12 percent of their online time consuming Entertainment-related content.
An analysis of billions of impressions from MediaMind shows that a higher share of consumers spend time with entertainment ads compared to any other vertical. Of those who spend meaningful time with ads, the vast majority ??? 95% ??? completed the experience on-banner without clicking through to the advertiser site. The data further reveals that entertainment ads with video performed significantly better than those without video.
???Entertainment marketing gives consumers an immediate opportunity to keep up with pop culture,??? said Gal Trifon, CEO and co-Founder at MediaMind. ???As clicks become increasingly irrelevant in entertainment verticals, it???s imperative to deliver and measure a full brand experience wherever the users choose to engage with the brand.???
The research also shows the link between box office revenues and engagement with online display ads. A statistical modeling of comScore???s AdEffx Action Lift shows that online activity is linked to offline sales and movies??? gross revenues. ???A user???s behavior is tied directly with the user experience,??? said Erin Hunter, comScore Executive Vice President. ???This new study provides important insights for advertisers looking to increase brand awareness and take the necessary steps to plan a smarter campaign that will result in a stronger ROI.???
MediaMind is a global provider of digital advertising solutions that optimize the use of media, creative and data for enhanced performance. Our unique platform incorporates display ad serving, search, rich media, video, dynamic ads, mobile and emerging media; providing marketers with a cross-channel view of ad campaigns. Our leading Eyeblaster Rich Media and Video capabilities service the most innovative and inspiring global digital campaigns.
The company is committed to publisher-neutrality to assure the broadest range of media choices for its customers. MediaMind is certified and complies with the three IAB measurement guidelines: ad serving, video and rich media.
Headquartered in New York, MediaMind has over 35 representation offices across all major markets worldwide. In 2009, MediaMind delivered campaigns for over 7,000 brands, serving approximately 3,350 agencies across over 5,150 global web publishers in 55 countries worldwide. Learn more at: http://www.MediaMind.com.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. comScore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing solutions in the measurement and evaluation of online audiences, advertising effectiveness, social media, search, video, mobile, e-commerce , and a broad variety of other emerging forms of digital behavior. comScore???s capabilities are based on a global panel of approximately 2 million Internet users who have given comScore explicit permission to confidentially capture their browsing and purchase behavior. These data can also be combined with census-level Web site or telecom carrier data to provide the most comprehensive and unified measurement of digital activity. comScore???s recent acquisition of ARSgroup adds one of the industry???s most validated measurement of the persuasive power of advertising in TV and multi-media campaigns. comScore services are used by more than 1,300 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!. For more information, please visit www.comScore.com