In the first quarter of 2014, the vast majority of digital marketing spend across display, social, video and mobile was allocated to display ads (83%), which delivered 84% share of actions. Video (4% share of impressions) and mobile (1% share) ads each outperformed in terms of share of actions, with video accounting for 6.5% share and mobile 2.5% share. While social captured 12% of impressions, it accounted for a relatively smaller 7% of actions, likely due to its influence being more in the upper funnel.
The study finds that as was the case last year, social ads continue to outperform portals, networks and exchanges in “reach efficiency,” which measures channels’ efficiency in reaching new users and takes into account cost-per-unique-user.
About the Data: For the Q1 2014 Neustar Media Intelligence Report, data was compiled from a representative sample of its customer base. This includes 28 billion impressions across approximately 152 billion ad events. Data represented in the report covered over 1300 different inventory providers across key vertical industries such as CPG, Education, Entertainment, Health, Media, Retail, and Telco.