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Global Competitive [Ad]vantage: Analyzing Website Advertising Strategies of TechCrunch & Mashable

August 2012


2

Introduction Did  you  know  that  36%  of  AOL’s  revenues  come  from  online  display  ads  served  on  their  sites?  This  represents  more  than   one-­‐third  of  all  AOL  revenues  and  sheds  light  on  the  fact  that  ads  are  a  viable  revenue  stream  for  website  publishers  that   will  not  disappear  anytime  soon.  It’s  time  to  face  the  facts  that  online  ads  drive  a  majority  of  revenue  for  website   publishers  both  large  and  small.       Publishers  need  a  way  to  easily  monitor  and  track  the  performance  of  online  ads  across  all  ad  networks  that  appear  on   their  site  in  order  to  apply  compliance  rules  on  content.  GeoEdge  Analytics  is  a  tool  that  gives  advertisers  and  site   publishers  a  full  visibility  into  exactly  how  an  ad  appears  in  any  country,  on  any  page  through  displaying  an  actual   screenshot  of  how  a  particular  ad  appears  on  a  website.  This  business  intelligence  also  give  website  publishers  insight   into  how  their  advertisers  are  performing  .  .  .  and  how  their  competitors  websites  are  performing.

This  report  compares  the  website  publisher  advertising  strategies  of  2  of  the  most  popular  news  sites  in  the  world:   TechCrunch  and  Mashable.  

Insights  from  the  report  include:  

• • • • • •

The  homepages  of  news  websites  TechCrunch  and  Mashable  were  tracked  for  a  3-­‐week  period  from  June  20th  -­‐   July  10th  and  both  URLs  were  sampled  from  51  geo-­‐locations  with  25  in  the  United  States  as  well  as  the   European  Union,  Canada  and  Argentina.   Mashable  (1196  advertisers)  had  over  4X  the  number  of  advertisers  than  TechCrunch  (266  advertisers)     Mashable  (1921  campaigns)  ran  more  than  4X  the  number  of  campaigns  as  TechCrunch  (463  campaigns).   TechCrunch  works  with  the  Advertising.com  ad  network  while  Mashable  favors  DoubleClick.   67  advertisers  including  Apple,  AT&T,  Ford  and  ING  Direct  advertise  on  both  Mashable  and  TC.   On  Mashable,  109  campaigns  involve  using  multiple  ad  units  on  the  same  page  including  page  takeovers  while   80  campaigns  on  TechCrunch  incorporated  multiple  ad  units.   According  to  data  gathered  by  GeoEdge,  Mashable  is  extremely  effective  at  geo-­‐targeting  ads  to  specific   locations  while  TechCrunch  is  doing  little  to  no  geo-­‐targeting.  


3

The Research Scope of Research:

We analyzed both sites for 3 weeks (June 20th – July 10th)

Two URLs were sampled from 51 geo locations lotions: 25 in the US (DMAs) and EU + Canada & Argentina . therefore statistics is currently biased toward US

For each site: how many ads were captured, how many unique & ads how many advertisers: Mashable TechCrunch How many ads were captured

87842

88022

How many unique ads

3481

1,013

How many campaigns :

1921

463

How many advertisers:

1196

266

Top 5 Campaigns: Mashable Joyent Cloud | Realtime Cloudbeat - 7% (6,257) - 14 uniques Social Campaigns – Social Media Marketing Tools - Constant Contact - 4% (3,748) - 4 uniques 2013 Acura ILX | Photos, Specs, Accessories | Acura.com - 4% (3,351) - 3 uniques How to Stop Webpage Speed from Killing Your Marketing | Limelight Networks - 3% (3,044) - 3 uniques Xperia Ion - 3% (2,611) - 7 uniques

TechCrunch the laser vision correction specialists | Ultralase Laser Eye Surgery - 57% (50,181) 12 uniques LG Viper LS840 | LG Electronics USA - 5% (4,024) - 15 uniques T-Mobile vs. Verizon, ATT, Sprint | Compare | T-Mobile - 2% (1,976) - 6 uniques IBM BladeCenter Foundation for Cloud - 2% (1,341) - 2 uniques System Mechanic - Lifestore from AOL - 1% (1,304) - 3 uniques

Top 5 Campaigns With the different ads Mashable TechCrunch Goodgame Empire das neue Aufbau-Strategie Online Game der Goodgame Studios - 32 uniques CRM, the cloud, and the social enterprise - Salesforce.com - 30 uniques iFOREX Registration - Online Currency Trading - 21 uniques Rise of the Guardians for iPhone 3GS, iPhone 4, iPhone 4S, iPod touch (3rd generation), iPod touch (4th generation) and iPad on the iTunes App Store - 20 uniques Verizon Wireless | XFINITY Triple

DISPLAY MEDIA 75 – Zipcar - 31 uniques DISPLAY MEDIA 50 – Zipcar - 23 uniques Wireless Internet — Mobile 4G Wireless Internet Access from CLEAR - 18 uniques LG Viper LS840 | LG Electronics USA - 15 uniques

Campaign | Samsung Semiconductor - 14


4 Play | Comcast - 18 uniques

uniques

Top 8 ads: Mashable

TechCrunch

3%

26 %

2%

18%

2%

8%

2%

3%

1%

1%


5 1%

1%

1%

1%

1%

1%

How much overlap exists in the number of advertisers that advertise on both sites for that period: Shared advertisers between projects: 67

3 Suisses Alfresco apple AT&T atdmt

blinkbox Capella citicards Clear Comcast

attbestdeals

commbank

AuchanDirect

CommSec

Audible Avis BlackBerry

Domino's doubleclick EDF Energy edu eReceptionist Fisher Investments

costacroisieres DeVry Dice

Ford Further Proof


6 Gannett

NIVEA

Google

NYU

gov

o2online

Honda

Orange

Telstra

hp

org

TOYOTA

HUK24

Sprint State Farm

PC World

IBM ING DIRECT

phones 4u

Intel

Rogers

InventNow

Samsung

TransUnion Verizon Wireless Visa Volkswagen

KIA santander products

KLM

wdc

mathtag

Western Union

Microsoft

Serve

MOG

serving sys

nib

Skype

Campaigns using multiple spots on the same page: Mashable

TechCrunch

109

80

Mashable Stats By Location: Location

Networks

Ads

Unique Ads

Unique To Location

Argentina

• • • • • •

Google AdSense - 59.21% Mediaplex - 21.13% DoubleClick - 17.81% MediaMind - 1.32% Turn - 0.33% PointRoll - 0.20%

1510

193

65

Austria

• • • • • •

DoubleClick - 65.12% Google AdSense - 23.35% Mediaplex - 5.96% PointRoll - 5.41% MediaMind - 0.11% Turn - 0.05%

1829

309

16

Australia

• • • • •

Google AdSense - 53.41% DoubleClick - 30.46% Mediaplex - 12.60% MediaMind - 3.41% PointRoll - 0.13%

1556

241

139


7 Belgium

• • • • • • •

Google AdSense - 59.65% DoubleClick - 18.39% Mediaplex - 17.58% MediaMind - 3.92% Turn - 0.23% TradeDoubler - 0.12% PointRoll - 0.12%

1735

230

76

Bulgaria

• • • • • •

Google AdSense - 59.92% Mediaplex - 23.10% DoubleClick - 15.38% MediaMind - 1.07% Turn - 0.42% PointRoll - 0.12%

1684

178

28

Brazil

• • • • • • •

DoubleClick - 41.58% Google AdSense - 39.42% Mediaplex - 8.10% MediaMind - 6.26% PointRoll - 3.51% Unknown - 0.97% Turn - 0.16%

1852

318

27

Canada

• • • • •

DoubleClick - 60.21% Google AdSense - 29.74% Mediaplex - 5.08% PointRoll - 4.63% MediaMind - 0.33%

1792

334

52

Switzerland

• • • • •

Google AdSense - 73.50% DoubleClick - 18.02% Mediaplex - 7.44% MediaMind - 0.99% PointRoll - 0.06%

1815

202

83

Czech Republic

• • • • •

Google AdSense - 57.39% DoubleClick - 22.24% Mediaplex - 20.15% Turn - 0.17% MediaMind - 0.06%

1767

197

68

Germany

• • • • • • • •

Google AdSense - 44.83% DoubleClick - 29.19% MediaMind - 19.13% Mediaplex - 4.48% Unknown - 1.11% ClickDistrict - 1.00% Turn - 0.22% PointRoll - 0.06%

1809

189

58

Denmark

• • • • •

Google AdSense - 59.06% DoubleClick - 16.97% Mediaplex - 15.59% Adconion - 7.27% MediaMind - 0.75%

1732

212

70


8 • •

PointRoll - 0.23% Turn - 0.12%

Estonia

• • • • • •

DoubleClick - 50.76% Google AdSense - 31.14% Mediaplex - 16.20% MediaMind - 1.47% PointRoll - 0.22% Turn - 0.22%

1840

133

16

Spain

• • • • • • • •

Google AdSense - 45.91% MediaMind - 22.11% DoubleClick - 16.78% Mediaplex - 12.92% Unknown - 1.17% ClickDistrict - 0.70% Turn - 0.23% ValueClick Media - 0.18%

1710

172

46

Finland

• • • • • • •

Google AdSense - 62.14% DoubleClick - 16.98% Mediaplex - 13.59% Adconion - 6.18% MediaMind - 0.70% PointRoll - 0.29% Turn - 0.12%

1714

285

109

France

• • • • • • • •

Google AdSense - 49.11% DoubleClick - 21.66% MediaMind - 18.71% Mediaplex - 8.35% Unknown - 1.28% ValueClick Media - 0.56% Turn - 0.28% PointRoll - 0.06%

1796

215

78

United Kingdom

• • • • • • • • •

Google AdSense - 47.37% MediaMind - 23.18% DoubleClick - 17.45% Mediaplex - 9.30% Unknown - 1.48% ValueClick Media - 0.88% Turn - 0.20% PointRoll - 0.07% Advertising.com - 0.07%

1484

201

92

Greece

• • • • • •

Google AdSense - 61.31% Mediaplex - 21.96% DoubleClick - 16.00% Turn - 0.30% PointRoll - 0.30% MediaMind - 0.12%

1644

232

80

Croatia

• •

Google AdSense - 63.44% Mediaplex - 19.44%

1723

206

52


9 • • •

DoubleClick - 15.67% MediaMind - 1.33% PointRoll - 0.12%

Hungary

• • • • • •

Google AdSense - 55.44% DoubleClick - 22.00% Mediaplex - 20.93% MediaMind - 1.29% PointRoll - 0.17% Turn - 0.17%

1782

198

43

Ireland

• • • • • • •

Google AdSense - 62.64% DoubleClick - 21.82% Mediaplex - 12.26% MediaMind - 1.50% Turn - 0.81% AdSafe - 0.81% PointRoll - 0.17%

1737

238

109

Iceland

• • • • • •

Google AdSense - 64.24% Mediaplex - 18.08% DoubleClick - 15.83% MediaMind - 1.44% Turn - 0.35% PointRoll - 0.06%

1731

160

41

Italy

• • • • • • • • •

Google AdSense - 65.90% DoubleClick - 17.90% Mediaplex - 12.90% MediaMind - 2.09% ValueClick Media - 0.55% TradeDoubler - 0.33% PointRoll - 0.11% Turn - 0.11% Specific Media - 0.11%

1821

180

44

Lithuania

• • • • • •

Google AdSense - 61.00% Mediaplex - 22.68% DoubleClick - 14.97% MediaMind - 0.91% Turn - 0.40% PointRoll - 0.06%

1764

196

20

Latvia

• • • • • •

DoubleClick - 49.51% Google AdSense - 31.36% Mediaplex - 17.61% MediaMind - 0.98% PointRoll - 0.38% Turn - 0.16%

1840

130

9

Netherlands

• • • • •

Google AdSense - 56.77% DoubleClick - 18.27% Mediaplex - 17.96% ClickDistrict - 4.31% Turn - 2.21%

1626

235

95


10 • •

MediaMind - 0.31% PointRoll - 0.18%

Norway

• • • • • • •

Google AdSense - 59.44% DoubleClick - 18.76% Mediaplex - 12.51% Adconion - 4.39% ValueClick Media - 3.77% MediaMind - 1.07% PointRoll - 0.06%

1775

171

65

Poland

• • • • • •

Google AdSense - 60.83% Mediaplex - 19.58% DoubleClick - 17.56% MediaMind - 1.23% Turn - 0.51% PointRoll - 0.28%

1782

208

68

Portugal

• • • • • • • •

Google AdSense - 61.71% Mediaplex - 21.45% DoubleClick - 14.71% GroovinAds - 1.15% TradeDoubler - 0.58% PointRoll - 0.17% Turn - 0.12% MediaMind - 0.12%

1734

237

81

Romania

• • • • • •

Google AdSense - 62.06% Mediaplex - 21.82% DoubleClick - 14.83% MediaMind - 0.95% Turn - 0.28% PointRoll - 0.06%

1787

197

22

Russian Federation •

Google AdSense - 59.74% Mediaplex - 22.12% DoubleClick - 17.73% Turn - 0.23% PointRoll - 0.12% MediaMind - 0.06%

1709

213

89

• • • • • Sweden

• • • • • • •

Google AdSense - 56.67% DoubleClick - 19.56% Mediaplex - 14.05% Adconion - 4.51% MediaMind - 4.04% ValueClick Media - 1.05% Turn - 0.12%

1708

212

80

Slovenia

• • • • •

Google AdSense - 62.83% Mediaplex - 20.11% DoubleClick - 15.40% MediaMind - 1.44% PointRoll - 0.11%

1805

168

15


11 •

Turn - 0.11%

Slovakia

• • • • • •

Google AdSense - 61.40% Mediaplex - 21.67% DoubleClick - 15.12% MediaMind - 1.41% Turn - 0.28% PointRoll - 0.11%

1772

193

61

Turkey

• • • • • • •

Google AdSense - 63.11% Mediaplex - 19.85% DoubleClick - 14.99% MediaMind - 1.58% Turn - 0.23% PointRoll - 0.18% ValueClick Media - 0.06%

1708

228

88

Ukraine

• • • • • •

Google AdSense - 61.30% Mediaplex - 19.62% DoubleClick - 16.94% MediaMind - 1.85% Turn - 0.24% PointRoll - 0.06%

1677

195

58

St Louis, MO

• • • • • • •

DoubleClick - 69.12% Google AdSense - 17.40% PointRoll - 7.58% Mediaplex - 5.51% MediaMind - 0.16% Turn - 0.16% ValueClick Media - 0.05%

1833

300

21

Baltimore, MD

• • • • • • •

DoubleClick - 62.48% Google AdSense - 23.71% PointRoll - 7.69% Mediaplex - 5.90% MediaMind - 0.11% ValueClick Media - 0.05% Turn - 0.05%

1847

292

30

Atlanta, GA

• • • • • • •

DoubleClick - 66.90% Google AdSense - 20.71% PointRoll - 6.54% Mediaplex - 5.14% Turn - 0.49% MediaMind - 0.16% ValueClick Media - 0.05%

1849

309

30

Phoenix, AZ

• • • • • •

DoubleClick - 66.56% Google AdSense - 20.87% PointRoll - 6.76% Mediaplex - 5.32% Turn - 0.32% MediaMind - 0.11%

1878

301

21


12 •

ValueClick Media - 0.05%

Seattle, WA

• • • • • • •

DoubleClick - 64.73% Google AdSense - 21.94% PointRoll - 7.20% Mediaplex - 5.53% MediaMind - 0.49% Turn - 0.05% Unknown - 0.05%

1846

312

21

Tampa, FL

• • • • •

DoubleClick - 64.55% Google AdSense - 21.28% PointRoll - 9.21% Mediaplex - 4.72% MediaMind - 0.23%

1292

262

21

Minneapolis, MN

• • • • • • •

DoubleClick - 64.63% Google AdSense - 21.11% Mediaplex - 7.19% PointRoll - 6.29% MediaMind - 0.39% ValueClick Media - 0.22% Turn - 0.17%

1781

305

23

New York City, NY

• • • • • • •

DoubleClick - 65.60% Google AdSense - 20.46% PointRoll - 7.29% Mediaplex - 5.99% ValueClick Media - 0.27% MediaMind - 0.22% Turn - 0.16%

1852

298

16

Los Angeles, CA

• • • • • •

DoubleClick - 63.79% Google AdSense - 23.28% PointRoll - 7.15% Mediaplex - 5.50% MediaMind - 0.17% ValueClick Media - 0.11%

1817

286

16

Chicago, IL

• • • • • •

DoubleClick - 67.48% Google AdSense - 19.69% PointRoll - 6.55% Mediaplex - 5.78% MediaMind - 0.27% ValueClick Media - 0.22%

1833

310

20

• • • • • • •

DoubleClick - 67.04% Google AdSense - 19.29% PointRoll - 8.68% Mediaplex - 4.72% ValueClick Media - 0.11% MediaMind - 0.11% Turn - 0.05%

0 1866

0 283

0 24

Philadelphia, PA San Francisco, CA


13 Boston, MA

• • • • • • •

DoubleClick - 66.65% Google AdSense - 20.66% PointRoll - 6.48% Mediaplex - 5.51% Turn - 0.48% MediaMind - 0.16% ValueClick Media - 0.05%

1868

316

22

Dallas-Ft. Worth, TX •

DoubleClick - 69.78% Google AdSense - 18.27% PointRoll - 6.27% Mediaplex - 5.24% MediaMind - 0.27% Turn - 0.11% ValueClick Media - 0.05%

1850

301

45

• • • • • • Houston, TX

• • • • • • •

DoubleClick - 64.39% Google AdSense - 22.31% PointRoll - 7.49% Mediaplex - 5.27% ValueClick Media - 0.22% Turn - 0.16% MediaMind - 0.16%

1842

305

15

Detroit, MI

• • • • • • •

DoubleClick - 67.90% Google AdSense - 19.59% PointRoll - 6.80% Mediaplex - 4.95% Turn - 0.49% MediaMind - 0.22% ValueClick Media - 0.05%

1838

292

20

Tech Crunch Stats By Location: Location Networks

Ads

Unique Ads

Unique To Location

Argentina

Advertising.com - 100.00%

1962

77

2

Austria

• •

Advertising.com - 99.88% Unknown - 0.12%

1693

13

0

Australia

• • • • • • • •

Adconion - 60.38% MediaMind - 32.95% ADTECH - 3.48% Advertising.com - 1.38% DoubleClick - 1.10% isocket - 0.44% Unknown - 0.17% Atlas Solutions - 0.11%

1812

258

253

Belgium

Advertising.com - 100.00%

1957

10

0


14 Bulgaria

Advertising.com - 100.00%

1940

9

0

Brazil

• •

Advertising.com - 99.90% Unknown - 0.10%

1948

79

2

Canada

• • • • •

Advertising.com - 91.84% Casale Media - 6.19% MediaMind - 1.74% Mediaplex - 0.17% PointRoll - 0.06%

1728

156

47

Switzerland

Advertising.com - 100.00%

1951

8

0

Czech Republic

• •

Advertising.com - 99.90% Unknown - 0.10%

1942

10

0

Germany

• • • • • •

Advertising.com - 97.74% AdJug - 0.98% Rubicon Project - 0.90% MediaMind - 0.15% Unknown - 0.15% TradeDoubler - 0.08%

1329

40

33

Denmark

• •

Advertising.com - 99.80% Unknown - 0.20%

1959

13

2

Estonia

Advertising.com - 100.00%

1957

10

0

Spain

Advertising.com - 100.00%

1698

9

0

Finland

Advertising.com - 100.00%

1908

8

0

France

• • • •

Advertising.com - 99.18% TradeDoubler - 0.66% Xertive Media - 0.08% MediaMind - 0.08%

1218

56

47

United Kingdom

• •

Advertising.com - 94.93% MediaMind - 5.07%

1637

116

110

Greece

• •

Advertising.com - 99.88% Unknown - 0.12%

1686

14

0

Croatia

• •

Advertising.com - 99.88% Unknown - 0.12%

1706

13

0

Hungary

• •

Advertising.com - 99.90% Unknown - 0.10%

1961

13

0

Ireland

• •

Advertising.com - 99.90% Unknown - 0.10%

1950

10

6


15 Iceland

Advertising.com - 100.00%

1959

9

0

Italy

• •

Advertising.com - 99.88% Unknown - 0.12%

1706

12

0

Lithuania

Advertising.com - 100.00%

1948

10

0

Latvia

Advertising.com - 100.00%

1961

11

0

Netherlands

• •

Advertising.com - 99.88% Unknown - 0.12%

1705

12

0

Norway

• •

Advertising.com - 99.79% Unknown - 0.21%

1951

13

0

Poland

• •

Advertising.com - 99.88% Unknown - 0.12%

1706

12

1

Portugal

• •

Advertising.com - 99.88% Unknown - 0.12%

1703

11

1

Romania

Advertising.com - 100.00%

1957

12

0

Russian Federation•

Advertising.com - 100.00%

1690

12

0

Sweden

Advertising.com - 100.00%

1686

8

0

Slovenia

• •

Advertising.com - 99.90% Unknown - 0.10%

1958

14

0

Slovakia

Advertising.com - 100.00%

1956

12

0

Turkey

• •

Advertising.com - 99.79% Unknown - 0.21%

1947

18

0

Ukraine

Advertising.com - 100.00%

1700

10

0

St Louis, MO

• • • •

Advertising.com - 69.32% MediaMind - 29.65% PointRoll - 0.97% Mediaplex - 0.05%

1848

201

8

Atlanta, GA

• • • •

Advertising.com - 68.64% MediaMind - 30.49% PointRoll - 0.76% Mediaplex - 0.11%

1843

199

12

Phoenix, AZ

• • • •

Advertising.com - 69.59% MediaMind - 29.36% PointRoll - 0.88% Mediaplex - 0.16%

1822

191

7

Seattle, WA

Advertising.com - 65.85%

1625

121

0


16 • •

MediaMind - 33.42% PointRoll - 0.74%

• • • •

Advertising.com - 66.18% MediaMind - 32.44% PointRoll - 1.16% Mediaplex - 0.22%

1384

170

5

Minneapolis, MN •

Advertising.com - 69.25% MediaMind - 29.83% PointRoll - 0.92%

1740

200

5

Advertising.com - 67.99% MediaMind - 31.07% PointRoll - 0.88% Mediaplex - 0.06%

1809

188

7

• • • Los Angeles, CA

• • • •

Advertising.com - 66.87% MediaMind - 32.30% PointRoll - 0.72% Unknown - 0.12%

1678

122

2

Chicago, IL

• • • • •

Advertising.com - 68.85% MediaMind - 30.08% PointRoll - 0.86% Mediaplex - 0.11% Unknown - 0.11%

1865

190

5

0 1672

0 120

0 0

Tampa, FL

• • New York City, NY •

Philadelphia, PA San Francisco, CA •

• • •

Advertising.com - 67.34% MediaMind - 31.76% PointRoll - 0.78% Unknown - 0.12%

• • • • • •

Advertising.com - 67.52% MediaMind - 32.04% PointRoll - 0.17% DoubleClick - 0.11% Unknown - 0.11% Mediaplex - 0.06%

1801

191

25

Advertising.com - 68.78% MediaMind - 30.02% PointRoll - 0.98% Unknown - 0.11% Matomy - 0.05% Mediaplex - 0.05%

1832

205

8

• • • • • Houston, TX

• • • •

Advertising.com - 68.54% MediaMind - 30.47% PointRoll - 0.94% Mediaplex - 0.06%

1818

212

6

Detroit, MI

Advertising.com - 67.24%

1810

191

9

Boston, MA

Dallas-Ft. Worth, TX •


17 • • •

MediaMind - 31.77% PointRoll - 0.94% Mediaplex - 0.06%

Analysis & Conclusion According  to  this  data,  at  first  glance  it  appears  that  Mashable  had  4  times  the  numbers  of  unique  advertisers  over   TechCrunch  so  we  looked  into  this.  One  explanation  is  that  TechCrunch  may  be  more  appealing  to  high-­‐end  advertisers   that  are  buying  broad  CPM  campaigns  directly,  but  it  is  safe  to  assume  that  both  sites  attract  similar  advertises.  We   looked  for  other  reasons  that  might  explain  this  and  we  found  that  Mashable  appears  to  be  much  more  geo-­‐targeted   both  in  the  US  and  globally.  This  was  not  the  case  in  TechCrunch.  Assuming  targeted  banners  perform  better,  Mashable   is  doing  a  better  job  in  utilizing  its  inventory.     Looking  on  geo-­‐targeting  outside  the  U.S.,  the  picture  is  similar  -­‐  one  example  is  the  Laser  eye  surgery  campaign.  Upon   initial  inspection,  we  saw  that  “The  laser  eye  surgery  campaigns”  took  more  than  50%  of  the  TechCrunch  global   impressions.  After  further  investigation  it  appears  that  this  campaign  run  across  Europe  –  more  than  30  countries    (See   list  above).     Besides  key  markets  such  as  UK,  Germany,  France,  Canada  &  Australia  it  seems  that  TechCrunch  didn’t  show  many   relevant  ads  to  others  markets.  Using  some  public  traffic  data  we  figured  that  there  are  around  3.5  m  unique  visitors  on   tech  crunch  that  come  from  all  other  markets.  This  is  30%  of  their  overall  all  traffic,  which  translates  to  around  7  Million   impressions  per  month.  The  interesting  fact  is  that  this  Eye  treatment  Campaign  is  offered  only  in  the  UK  &  Ireland  –  so   showing  it  in  all  other  locations  looks  like  inefficient  use  of  TechCrunch  inventory.  In  fact  this  campaign  was  by  far  the   most  common  campaign  in  all  Europe  countries.     So  why  is  there  a  big  gap  in  the  number  of  geo-­‐targeted  (local)  campaigns?  We  dived  into  the  ad  delivery  path  and  found   that  TechCrunch  is  completely  relaying  on  Advertising.com  and  Mashable  is  using  DoubleClick.  So  how  does  this  explain   the  data?  For  start  DoubleClick  provides  access  to  a  larger  advertisers  base,  allowing  allow  them  to  offer  some  of  the   most  relevant  campaigns  in  each  geo-­‐location.  In  addition  DoubleClick  resold  many  of  the  impressions  to  3rd  party   networks  that  provided  access  to  even  larger  base  of  advertisers.  This  reselling  was  much  less  common  at  Mashable   (Advertsing.com)  and  may  have  artificially  inflated  the  advertiser’s  brand  reach.     Ad  network,  media  mix  and  strategy  could  have  a  big  impact  on  inventory  utilization.  Poor  utilization  means  that  non   targeted  ads  are  displayed,  and  advertising  dollars  are  wasted.    Publishers  need  have  the  visibility  to  measure  this  


18 utilization  and  identify  these  untapped  impressions.  Such  visibility  will  allow  them  to  better  control  their  inventory  and   to  rump  up  revenues  by  optimizing  their  networks  and  ad  partners.  

More About GeoEdge Want  to  see  how  your  ads  are  performing  over  in  Shanghai?  What  about  in  Tel  Aviv?  GeoEdge  is  announcing  a  service   that  allows  advertisers  and  publishers  to  see  with  their  own  eyes  exactly  how  their  display  ads  are  appearing  and  served   all  over  the  world  and  any  major  city  in  the  US  across  the  internet.  In  May  1st,  they  announced  the  launch  of  GeoEdge   Analytics  for  Global  Publisher,  Advertiser  and  Ad  Network  business  intelligence.       Founded  in  2009  and  headquartered  in  Providence,  Rhode  Island,  GeoEdge  is  the  largest  geo-­‐visibility  solution  provider  in  the  world   spanning  over  five  continents.  GeoEdge  provides  publishers,  advertisers,  ad  networks  and  SEO/SEM  experts  to  view  web  content  on   a  geographical  basis  from  virtually  any  location  in  the  world.  With  the  GeoEdge  advanced  geo-­‐location  toolset,  users  can  effectively   view  ads,  check  compliance,  obtain  organic  search  results,  and  track  their  competition.  GeoEdge  global  proxy  servers  support  100   countries  and  all  major  U.S.  cities  (DMAs)  by  deploying  an  easy  to  use  browser  toolbar,  web  analytics,  VPN  or  web  proxy  tool.  For   more  information,  visit  http://www.geoedge.com  .    

 


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