Wednesday, August 13, 2008

New Way to Count Ad Network Reach from Comscore

Beginning in August, Comscore is going to be issuing two numbers for the potential audience reach of ad networks -- a POTENTIAL reach number, which adds up the reach of all the sites they offer, and an ACTUAL reach, which reflects the reach of ads actually served by the network.

YuMe has already felt the pinch of this decision -- in earlier Comscore reports, YuMe was being credited with "extra reach" (extra in competitors' view, not in YuMe's) from MSN that reflected not the actual reach of the ads but the potential reach of the network.

I'm not sure how I feel about this one (and I should point out that we are working with YuMe competitor BrightRoll right now producing a roadshow so take my opinion with that proverbial grain) -- the reach number networks offer is generally to demonstrate to advertisers what they could get. The actual perhaps offers a surrogate for the network's business level. I can see both sides of this argument, and it's important that when people look at these counts they understand the difference. There is a big potential for planners to mistakenly mix apples with oranges here.

I think this is going to be more of an issue in video where there is less demand for the sort of sub $1 CPM junk that can help a banner network live up to its potential reach. There's always a University of fill in the blank to buy banner junk. That just isn't really done in video. Yet.

In any case, the two numbers show different things and I hope the world understands that ongoing.

Check out this MediaPost article for more info.

Thanks for reading, and don't forget to write.

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