AdExchanger: Co-Opping Display
SQAD announced in a press release yesterday its new WebCosts Index which looks at display advertising CPMs gathered from a cooperative of sources. The index is then used as a forecasting tool by subscribers.
A finding: "Comparing the WebCosts Leading 15 sites for 2011 against 2010 there were eight that showed a decline in Average CPM and four that remained steady in its respected category and three that showed positive gains."
Overall, SQAD says that CPMs remained steady with "premium content sites" faring a bit better. This could a data feed, eventually, for programmatic futures markets. Read the release. SQAD has been around the 70s and provided reports from aggregated data in the TV and Radio markets.
SQAD Benchmarks 2011 Top Display Sites and Ad Networks
WebCosts Indices Showcase Cost Metrics for Digital Advertising
March 07, 2012 12:15 PM Eastern Daylight Time
TARRYTOWN, N.Y.--(EON: Enhanced Online News)--SQAD, the largest independent source in the US for TV, radio and digital cost analysis, today announced the launch of WebCosts Indices that will be published on a quarterly basis. With a 47% increase in CPM reporting from 2010 to 2011, WebCosts data represents the most comprehensive and current database for digital advertising costs metrics on sites and ad networks. Ahead of releasing the first quarterly WebCosts Display Report, SQAD distributed to its subscriber community an annualized analysis of both the upcoming WebCosts Leading 15 Index and the WebCosts Composite CPM Index.
"We are working with our growing subscribing community of digital industry professionals to deliver the most realistic understanding of display ad value."
"We are working with our growing subscribing community of digital industry professionals to deliver the most realistic understanding of display ad value," said Tom Adams, Director of WebCosts at SQAD. "Our display Indices reveal trends that are built on the aggregation of buy side activity, as are all of SQAD's media cost databases. Subscribers to WebCosts can access actual display cost data that can be organized to assess history and build baseline measures for negotiating rates or planning analysis moving forward."
WebCosts Leading 15 Index
The WebCosts Leading 15 Index benchmarks CPMs of the sites that consistently rank in the top five for their category by participation and allocated dollars. WebCosts collects and measures data in 15 categories including: Automotive, Computers & Consumer Electronics, Corporate Information, Education & Careers, Entertainment, Family & Lifestyles, Finance/Insurance/Investment, Government & Non-Profit, Home & Fashion, Multi-category Commerce, News & Information, Search Engines/Portals & Communities, Special Occasions, Telecom/Internet Services, and Travel. On average, these fifteen sites reveal CPMs higher than those revealed in the WebCosts Composite CPM Index.
In 2011 the Leading 15 Benchmark sites in their respective categories include Edmunds.com, CNET, Conde Naste, Monster, ESPN, Disney.com, Wall Street Journal Online, AARP, MarthaStewart.com., Amazon, Weather.com, Yahoo, American Greetings.com, Wild Tangent and Expedia. Comparing the WebCosts Leading 15 sites for 2011 against 2010 there were eight that showed a decline in Average CPM and four that remained steady in its respected category and three that showed positive gains.
WebCosts Composite CPM Index
The WebCosts database includes digital buying information of more than the 300 sites across fifteen categories. In 2010 and 2011 digital buys provided to WebCosts revealed, using SQAD's business rules and accounting for the growth and contraction of various properties, that 130 sites could consistently be benchmarked month-after-month. Charting these same sites, the WebCosts Composite CPM Index provides the industry with an additional CPM benchmark for quarter-to-quarter and year-to-year analysis.
WebCosts indices reveal that Average CPMs in 2011 remained steady. Premium content sites are doing better than average. Categories with sites that showed more increases than others include Entertainment, Finance/Insurance/Investment and News and Information, while Auto and Corporate Information sites averaged declines.
For more information or a preliminary copy of the WebCosts Leading 15 Index and the WebCosts Composite CPM Index contact firstname.lastname@example.org.
SQAD is recognized as the industry standard media cost forecasting source for national TV (NetCosts - network TV, cable and syndication), Spot TV, Hispanic Spot TV Plus, Spot Radio and the Internet (WebCosts). SQAD provides reliable media data to advertising agencies, buying services, advertisers, television and radio stations, cable operators, program syndicators and Internet publishers. SQAD enjoys strong partnerships with market leaders in both data and analytics. Established in the 1970s, SQAD serves 1,500 clients and is privately held.
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