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Reston, Virginia - (Cheap Web Hosting Directory) - October 3, 2007 - Digital media measurement service, comScore, Inc., has introduced its Ad Metrix Publisher service, designed to provide critical insight into where display ads are actually viewed across the Internet, and the characteristics of the people who are exposed to them.

Ad Metrix Publisher was developed to capture all types of display advertising, including static and rich media/interactive ads, for the U.S. market. Alistair Sutcliffe, Vice President of comScore Advertising Solutions offered, ”comScore Ad Metrix Publisher, the inaugural service from our Ad Metrix product suite, is the first online advertising measurement service to accurately account for the number of ads displayed and tie those views to actual web users. Understanding the reach, frequency and audience composition for an online advertising plan is vital information for any media planner. Ad Metrix provides the tools for optimizing the placement of online ad dollars, thereby fulfilling the promise of the Internet to deliver greater media accountability.”

comScore Ad Metrix Publisher reports on: — Ad impressions and reach for sites with display advertising — Who is reached with these impressions via reach/frequency and GRP reporting for individual sites — How impression and share trends change over time comScore Study Shows Differences in Ad Views by Demographic Across Competitive Sports Sites To illustrate the impact of understanding who’s viewing online ads, comScore utilized the Ad Metrix Publisher service to analyze the share of display ads viewed by various demographics across three competitive sports sites: ESPN, Fox Sports on MSN, and Yahoo! Sports. The results of the study revealed several notable differences among the sites.

While the three sites had similar ratios of males to females viewing display ads on the sites, they exhibited different skews by age and household income. Display ads on ESPN reached the highest share of people age 35-44 (28.6 percent) and households with an income of at least $100,000 (34.7 percent). Display ads on Fox Sports on MSN skewed heavily towards people age 45 and older (39.7 percent) and households earning between $40,000-$59,999 (31.7 percent). Meanwhile, Yahoo! Sports fared the best at capturing the 18-34 year old demographic, with 36.5 percent of its ads reaching people in that age group.

A deeper dive into the 18-34 year old demographic revealed that Yahoo! Sports delivered the most ads to this demographic, capturing the highest share among the three sites (53.5 percent). Although advertising for all three sites reached a similar percentage of viewers within this segment, Yahoo Sports delivered about twice as many ad views.

Mr. Sutcliffe continued, ”Media planners want to feel confident that they’re reaching their target market when they spend their online ad dollars, and Ad Metrix Publisher enables them to do so. For example, a credit card company that wants to run a campaign targeted to a younger audience on a major sports site can look at this information and make much more precise decisions around the reach and frequency of that campaign, and ultimately the ROI. The availability of detailed ad data by demographic for competitive sites ensures that online ad placement can be optimized.”

In August, comScore was named one of the fastest growing global market research firms, ranking among the Top 25 Global Market Research Organizations based on 2006 revenue. With global research revenue of $66.3 million, comScore ranks 21st, up from 23rd in 2005. comScore’s 2006 growth rate of 31.8 percent compares to average growth of 5.2 percent for the Top 25. The study is published by the Inside Research newsletter and is commonly known as the Honomichl Global Top 25, after the publication’s publisher, Jack Honomichl, who commented, ”In an industry increasingly dominated by global conglomerates, it is impressive to see a young company like comScore gain traction and prosper.”

comScore Networks measures the digital age with a global cross-section of more than 2 million consumers that allo comScore to confidentially capture browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates attitudes and intentions. Through its proprietary technology, comScore measures across a broad spectrum of behavior and attitudes. comScore consultants apply the knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that endeavor to deliver superior ROI. comScore services are used by global firms such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestle, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia.

For more information about comScore Networks, please visit: www.comscore.com.

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