Every now and then we are constantly reminded that Google
controls nearly half of the global online advertising market. So it won’t come
as a surprise that it has reams of data to give various insights.
Google today released first of its publication collected
from across its display properties, including DoubleClick for publishers, DoubleClick
ad exchange and the Google adsense network.
The report gives
insights into the top ranking verticals by ad impressions and also some
valuable insights into mobile Web and video ad impressions, geographical
patterns as well.
Google found in 2011, Arts& Entertainment were the top
verticals across AdSense and Ad Exchange, followed by Online Communities and
Games. However categories like Shopping, Sports, Pets and Auto&Vehcile
sites were among the verticals to experience the fastest year-on-year growth.
Interestingly Online Communities saw a double digit decline, as did Business &
Industrial and Reference verticals.
As for Web impressions, Google said publishers in all
verticals except travel saw double-digit growth in the fourth quarter of 2011.
The strongest vertical with mobile usage was Shopping, followed by Food & Drink
and People & Society.
Other interesting finding included:-
--Mobile web impression on the Ad Exchange and AdSense
platform climbed 250 percent from third to fourth quarter in 2011.
--North America and Western Europe lead the pack in terms of
online content, but smaller pockets like Palau, Guinea and Laos are also
posting good growth rates in terms of ad impression. Leading the pack in terms
of ad impression are United states, followed by China and Japan.
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