Vertical Ad Networks: Growing Phenomenon

According to a report released earlier this week by comScore, vertical ad networks are quickly emerging as an effective tool to reach a wider, more engaged audience.

The study of vertical ad networks, “which target ads to specific audience online according to demographic or category content” and “include entities such as Adify Media, Federated Media, Glam Media and Travel Ad Network,” according to comScore, revealed that the reach of these networks has grown significantly during the past year.

In March 2009, vertical ad networks reached 109.8 million unique visitors, or 57.1 percent of the total Internet audience in the U.S.

This reflects year-over-year growth of 166 percent from a reach of 40.3 million unique visitors, or 21.5 percent of the total Internet audience in March 2008.

During this time period, the U.S. Internet audience grew 2 percent to 192.2 million in March 2009, from 188.0 million in March 2008.

“As more vertical ad networks prove their ability to effectively reach specific target audiences by aggregating mid-tail publisher sites, the industry will likely give greater consideration to these emerging ad delivery channels,” said Lesle Litton, vice president of Media at comScore.

Not only have vertical ad networks extended their reach, they also seem to be good at reaching people with noticeably higher engagement levels.

In the Gaming site category, those reached by a vertical ad network spent an average of 422.9 minutes on these sites in March, compared to 190.0 minutes spent on these sites by average category visitors.

In the Entertainment category, people reached by a vertical ad network spent an average of 417.8 minutes on these sites in March, compared to 191.4 minutes spent on these sites by average category visitors.

In the Community category, those reached by a vertical ad network spent an average of 136.2 minutes on these sites, compared to 82.1 minutes by the average category visitor.

In the News/Information category, people reached by a vertical ad network spent an average of 123.8 minutes on these sites, compared to 77.3 minutes by the average category visitor.

In the Health category, those reached by a vertical ad network spent an average of 54.2 minutes on these sites, compared to 31.7 minutes spent by the average category visitor.

Overall, across these five site categories, those reached by vertical ad networks spent at least 60 percent more time dwelling in these categories than the average category visitor.

Source:

http://www.comscore.com/press/release.asp?press=2790