Understanding campaign performance is critical for all stakeholders in the digital advertising ecosystem.New research from comScore offers a way to compare campaigns with industry benchmarks 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 has released industry benchmarks from the more than 200 billion impressions it measures across the globe from its comScore vCE service.
The latest campaign benchmarks for Europe revealed in-target delivery rates ranged from 52% in Germany to 35% in France.
Meanwhile while in-view rates ranged from 47% in Germany and Italy to 38% in the UK.
This means that in all five European markets more than half of ad impressions did not deliver the opportunity to be seen and therefore did not have the chance to make an impact on the consumer.
Interestingly, the UK and France, which are amongst the most advanced markets in Europe for programmatic adoption, saw some of the lowest relative rates of in-target and in-view campaign delivery.
This underscores the greater need for increased transparency and trust, especially as programmatic trading continues to gain traction in markets not only in Europe but across the globe.
