Number of Mobile-Only Internet Users Now Exceeds Desktop-Only in the U.S.
Just a year ago, there was still nearly twice the percentage of desktop-only internet users (19.1 percent) as mobile-only users (10.8 percent). While the share of mobile-only users has climbed over the past year to 11.3 percent, the desktop-only population has drastically declined to just 10.6 percent. Of course these numbers also tell us that the vast majority of the digital population (78 percent) is multi-platform and goes online using both desktop and mobile platforms.
comScore and UKOM Continue their Partnership for Online Audience Measurement in the UK
In reviewing our performance so far and considering the colliding forces of the fast emergence of new devices, the fragmentation of channels and the shift towards automation in advertising planning and supply, a new contract was agreed upon. The foundation of the contract ensures medium to long term stability for online audience measurement in the UK, packaged with a commitment to continuous innovation in methods and processes and backed with road map transparency to foster predictability for all stakeholders.
In-View and In-Target: Campaign Benchmarks Reveal Variability in Delivery across Europe
- For advertisers, knowing your ads had the opportunity to be seen by the right target audience, in the right geography, in a brand safe environment and free of non-human traffic is critical to ensure your digital investment is well spent.
- For agencies, ensuring your media planning and execution delivers on client objectives is an absolute must to retain and grow business.
- For publishers, validating the quality and value of your inventory helps ensure you attract greater investment from media buyers.
To help guide the industry to better understand campaign delivery on the whole, comScore releases industry benchmarks from the more than 200 billion impressions it measures across the globe from its comScore vCE service. Industry benchmarks can be used to help set delivery expectations and provide a powerful indicator of relative campaign performance, but it’s important to remember that there is no normal when it comes to in-view and in-target rates as normal can vary based on a number of factors such as campaign objective, size of target, placement and verticals. Further, as explained in our recent whitepaper Lessons Learned in Digital Advertising, 100% in-view and 100% in-target delivery is not a realistic expectation for a number of reasons based on technology limitations, data availability and end-user behaviour.
Non-Human Traffic: Why it Matters and Why You Should Care
If your audience and viewability measurement has non-human traffic, you’re getting skewed. Unduplicated measurement can help.
The Effect of Non-Human Traffic on Your Ad Campaign’s ROI
One of the most frequent topics of discussion among the advertising industry these days is non-human traffic (NHT). And with good reason: Millions of dollars are lost each month due to one form or another of invalid traffic.