In Q1, social vastly outperformed portals, networks, and exchanges in user quality index – a measure that refers to a channel’s ability to reach a user that can be marketed to consistently – according to the latest “Global Media Intelligence Report” [download page] from Aggregate Knowledge. The study, which analyzed more than 27 billion impressions across Q1, found that social performed 65% better than the industry overall in delivering such quality users, and 33% better than the next-best channel, portals. In a turnaround from Q4, though, portals emerged as the best option for reach efficiency, which tracks the ability to reach exclusive users at the lowest cost.
Social was close behind in reach efficiency, still performing 45% better than the industry average.
Portals also turned out to be the most cost-effective option in Q1, at 2.5 times below the industry average. In Q4, that distinction belonged to exchanges, which continued to be cost effective in Q1 (1.5 times below the industry average), just not to the same extent. Read the rest at MarketingCharts.
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