by Andrew Redfern @ 28th March 2008 10:19 am

comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released a study using data from the comScore Ad Metrix service that examines online advertising by auto manufacturers in January 2008. comScore Ad Metrix provides detailed reporting of the number and types of online display ads viewed by Internet users (from both the publisher and advertiser perspectives) for the U.S. market, with January marking the first public release of the advertiser- level data.

“The introduction of comScore Ad Metrix advertiser-level reporting represents a significant milestone for the online advertising industry,” said Alistair Sutcliffe, vice president of comScore Advertising Solutions. “It is a major step towards greater media measurability and accountability  and gives advertisers an in-depth view of who they’re reaching with their online campaigns.”

comScore Ad Metrix measures the number of times each advertisers’ ads are viewed and where they are viewed, along with information on the demographics and online behavior of those Internet users being reached.

comScore Ad Metrix also provides reach and frequency calculations, samples of the creative ad units delivered, and information on ad sizes.

General Motors was the top online advertiser among auto manufacturers in January, delivering nearly 1.7 billion total display ad views in the U.S., followed by Toyota (1.4 billion) and Ford Motor Company (1.1 billion).

General Motors also led in reach, with approximately 103 million unique individuals receiving their display ads during the month, followed by Ford which reached 95 million people and Toyota which reached 62 million. But, both General Motors and Ford were outmuscled by Toyota in terms of ads delivered per person reached. Toyota delivered a frequency of 22 ads per person during the month, compared to 16 for General Motors and 11 for Ford.
“GM has really led the auto industry in its use of online advertising,” added Mr. Sutcliffe. “And, their recent announcement that half of their $3 billion annual advertising budget would be spent online in the coming years is likely to be a bellwether for many industries.

Many traditional advertisers are beginning to understand that the Internet enables them to
efficiently build their brands by achieving their demographic reach and frequency goals while at the same time reaching the most attractive, behaviorally-defined target segments. This is a winning recipe for achieving an attractive return on one’s advertising investment.”

The top publisher sites on which auto manufacturers advertise are primarily portals and auto resource sites. Yahoo! Sites (936 million display ad views) and Microsoft Sites (585 million display ad views) deliver the most total impressions for auto manufacturers, and both also deliver significant reach with these impressions.

Other Related Stories That May Be Of Interest:

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2. YouTube accounts for 1 in 3 online videos January
3. comScore’s top web rankings for January
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5. McDonald’s 295 Million Online Display Campaign
6. Online house searches increase in January 2008
7. Online searches up for tax, greetings cards and politics in Feburary
8. eBay Motors Hub exclusively sponsored by Lexus
9. comScore releases top web rankings for January 2008
10. Online Spending Up 15% on Cyber Monday “Second Heaviest Spending Day”

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