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Industry Report Finds Direct Response Marketers Achieve Increased Reach and Efficiency Via Preventative Brand Safety Tools

NEW YORK Feb. 17, 2011

Helene Monat

Key findings from the report’s "Industry Spotlight on Direct Response" were:

  • Direct Response campaigns appeared on inventory that was 10% higher risk for advertising than industry norms.  Specifically, Direct Response marketer’s average inventory was rated 689 for the quarter versus the industry average of 767.  
  • 4.1% of Direct Response campaigns failed to adhere to geo-targeting requirements, a significant percentage higher the industry norms of 3.2%
  • Effective CPMs for AdSafe protected Direct Response Campaigns were 6% lower than the industry average, enabling significantly more reach than Brand marketers’ campaigns.

Additional key findings from the overall industry report included:

  • 767 was the AdSafe Safety Index for all inventory served Q4 2010, a 3.5% uptick from last quarter’s Index of 743, indicating that the overall brand safety of inventory increased over the course of the quarter.
  • Over 3.2% of all inventory served in Q4 was served outside of geo-targeting requirements, equating to nearly 1.2 Billion impressions that did not comply with geo-targeting parameters.
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