"Creative" Accounts for 52% of Ad Success, Says comScore

To the extent that the aim of an ad campaign is to stimulate additional sales, advertisers need to pay more attention to the quality of the creative, comScore says.

"The quality of the creative is four times more important than the characteristics of the media plan in generating sales,” said Jeff Cox, executive vice president of comScore ARS. “In fact, creative is the single most important factor and accounts for over half the changes in a brand’s sales over time.

Getting the creative right is absolutely essential, and yet its importance so often gets minimized in the process of developing an ad campaign. Now is the time for advertisers using digital, as well as more traditional media, to get serious about optimizing their creative on the front end so they don’t get a rude awakening when the ads don’t work and they are left wondering what went wrong.

In other words, a good plan and a good channel are helpful, but more than half of any new sales generation will hinge on whether the advertising succeeds in motivating behavior. That's more art than science, but it would appear too many advertisers neglect the art part.

comScore ARS Research Highlights Importance of Advertising Creative in Building Brand Sales

84% of Internet Users Never Click on Ads

About 84 percent of Internet users never click on any ads, comScore says.

Conversely, eight percent of users are responsible for 85 percent of activity.

Should we be surprised by that? Not really, considering the Pareto principle, commonly known as the "80/20" rule.

Despite that pattern of behavior, it seems unlikely most advertisers will stop relying on click-through rates.

U.S. Users Watched 30.3 Billion Videos in April 2010

U.S. Internet users watched 30.3 billion videos in April, with Google Sites ranking as the top video property with 13.1 billion videos, representing 43.2 percent of all videos viewed online.

YouTube accounted for the vast majority of videos viewed at the property. Hulu ranked second with 958 million videos, or 3.2 percent of all online videos viewed. Microsoft Sites ranked third with 644 million (2.1 percent), followed by Viacom Digital with 384 million (1.3 percent) and Yahoo! Sites with 371 million (1.2 percent).

Some 178 million U.S. Internet users watched online video during the month. Recently launched in December 2009, Vevo (which includes viewing from the Vevo channel on YouTube) attracted 43.6 million viewers in April, representing a quarter of the U.S. online video audience.

comScore Releases April 2010 U.S. Online Video Rankings - comScore, Inc

U.S. Mobile Gaming Down 13% Annually, Feature Phone Drop is 35%, comScore is Still Bullish

You might not think a market that declines 13 percent year over year, and declines a whopping 35 percent, year over year, is a "growth" market. But that undoubtedly is the case. U.S. mobile gaming activity declined 13 percent between February 2009 and February 2010, posting a sharper drop of 35 percent among owners of feature phones, according to comScore. So why the optimism?

As it turns out, mobile gaming by smartphone owners increased 60 percent over that same period.
“Although the number of mobile gamers has declined in the past year, there is reason for significant optimism about the future of this market,” says Mark Donovan, comScore SVP. “As the market transitions from feature phones to smartphones, the dynamics of gameplay are also shifting towards a higher-quality experience," and that seems to be why smartphone gaming is up so much.

The inevitable ascent of the mobile gaming market depends not only on smartphone subscribers’ higher propensity to play games on their mobile devices, but also their heavier gaming activity across nearly every dimension, comScore says.

Smartphone subscribers (47.1 percent) are three times more likely than feature phone subscribers (15.7) to play games on their device at least once a month, comScore says.

They are more than five times as likely to play games almost every day and far surpass their feature phone counterparts across various methods of game play.

Smartphone subscribers also install significantly more games on their devices with 27.3 percent having installed at least one game compared to just 5.6 percent of feature phone subscribers.

A third of smartphone subscribers with games have more than five games installed on their phones, while less than one percent of feature phone subscribers have that many games installed.

“Smartphones offer a more accessible and compelling mobile gaming experience that is enabling adoption of this behavior, even among consumers who have not traditionally been gamers,” says Donovan.

And of course we haven't yet seen the impact of devices such as the iPad, which offer bigger screens and therefore potentially better gaming experiences.

Smartphone subscribers are more likely to play mobile games than feature phone subscribers across every gaming genre. The genre with the highest penetration among smartphone subscribers is arcade puzzle games at 12.9 percent, followed by card games (11.9 percent), word/number games (11.4 percent) and casino games (7.6 percent).

ComScore Hit for "Pay to Play" Plan

"Pay to play" business arrangements are unfortunately all too often a cost of doing business. Grocery retailers get stocking fees from suppliers who want better placement, or placement at all, on retail shelves.

Some industry awards essentially are sold. Firms win awards in some category of business excellence, but have to pay money to "announce" the awards. Other competitions require firms to pay money to apply to win.

Trade publishing often involves some explicit promise of coverage in return for advertising, or more commonly, just an implied obligation. Major conference sponsorships nearly always have some element of "taking care of sponsors."

You can make your own decision about whether this is simply a way of doing business, or something worse.

Now comScore is accused of promoting a version of pay-to-play with its Web traffic ratings by Henry Blodgett at Silicon Alley. He says the new policies are a form of blackmail.

http://www.businessinsider.com/henry-blodget-comscore-blackmail-pay-us-10000-or-well-keep-underreporting-your-traffic-numbers-2010-1?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+typepad/alleyinsider/silicon_alley_insider+(Silicon+Alley+Insider)&utm_content=Google+Reader