February 14, 2011
Brand.net Celebrates SafeScreen’s™ Second Anniversary
Online branding leader reports key statistics for industry’s first page-level brand safety solution
SAN MATEO, Calif. (February 14, 2010) – Brand.net, the first and only futures buying platform for digital media, celebrated the second anniversary of its pioneering SafeScreenTM product by reporting key brand safety statistics for the two-year period.
SafeScreen is digital media’s first preventative page-level brand safety solution, incorporating the most comprehensive enterprise class quality filtering technology available. SafeScreen evaluates brand safety at the page level, filters proactively before each ad impression is served, and is included at no extra cost on every Brand.net campaign.
Discard Rate: The discard rate reflects the percentage of ads not served because the page contained objectionable content. The average discard rate per channel over the past two years has been 4.3%, varying widely month to month. The highest month, 8.0%, was in October 2010. All Brand.net campaigns run exclusively within the top 50 comScore sites within each selected contextual channel.
Highest Discard Rate Channels (Percent of Impressions Objectionable): The 10 channels with the highest individual discard rates were:
o Entertainment – Humor 22.5%
o Entertainment – Gamers 22.0%
o Social Media – Blogs – 20.9%
o Lifestyles – Men – 16.5%
o Lifestyles – African American – 15.1%
o Lifestyles – Teens – 11.9%
o Lifestyles – Green – 11.1%
o News & Information – General – 10.4%
o Entertainment – News – 9.7%
o Sports & Recreation – 8%
Highest Total Volume of Discarded Impressions (Percent of Impressions Objectionable): The ten channels with the highest total volume of discarded impressions were:
o News & Information – General – 10.4%
o Entertainment – News – 9.7%
o Sports & Recreation – General – 8.0%
o Entertainment – Music – 7.2%
o Entertainment – Movies – 6.6%
o Lifestyles – Women – 6.3%
o Health & Wellness – General – 6.0%
o Entertainment – Multimedia – 5.9%
o Entertainment – TV – 5.2%
o Entertainment – Casual Games – 1.0%
Lowest Discard Rate Channels (Percent of Impressions Objectionable): The 10 channels with the lowest discard rate were:
o News & Information – Maps/Weather – 0.5%
o Shopping – General – 0.8%
o Entertainment – Casual Games – 1.0%
o Career Services – General – 1.2%
o Search & Directories – Directories – 1.4%
o Lifestyles – Food/Entertaining – 1.6%
o Business & Finance – News/Research – 1.9%
o Travel – Travel Info – 2.1%
o Education – Info – 2.2%
o Lifestyles – Home – 2.8%
At the individual site level, even the “cleanest” decile of publishers had discard rates of approximately 100 pages per million impressions served.
Along with objectionable content, SafeScreen also ensures that advertisements meet other key brand criteria:
Above The Fold Impressions: Brand.net’s overall ATF rate was 42% higher than the ad network average recently reported by a third party verification provider.
Discarded International Impressions: Despite mandating country targeting on all publisher buys, over the two year period 0.5% of requested US IP address impressions delivered to Brand.net were noncompliant. Using SafeScreen, Brand.net delivered 100% of impressions in compliance with advertisers’ requested country targeting as measured by Doubleclick and Atlas.
“The statistics we are publishing today confirm that by integrating proactive filtering with the ad serving process, Brand.net delivers the cleanest, most cost-effective results to advertisers,” said Elizabeth Blair, CEO and Cofounder, Brand.net.
About Brand.net
Brand.net provides the first and only futures buying platform for digital media. Leading agencies and brand advertisers use the company’s Media Futures PlatformTM (MFP) to accurately forecast and secure guaranteed media delivery, reach, audience composition, quality and pricing up to a year in advance. MFP optimizes campaigns for brand impact metrics and total sales, including the 95% of sales that occur offline. Brand.net’s SafeScreenTM, digital media’s first preventative page-level brand safety solution, is included on every campaign. The company is privately held and headquartered in Silicon Valley.
Media Contact:
Emma Stokes
