Industry Report Finds Direct Response Marketers Achieve Increased Reach and Efficiency Via Preventative Brand Safety Tools

NEW YORK, Feb. 17, 2011 /PRNewswire/ -- According to a report released today from AdSafe Media, many direct marketers achieved significant increases in the efficiency and reach of their display advertising through the use of preventative brand safety tools. These efficiency increases were driven by the ability of brand safety tools to block low quality, underperforming inventory. By eliminating such inventory from advertisers' media buys, the associated media acquisition costs were also decreased, thereby lowering CPMs for direct marketers.

"Direct Marketers have the unique challenges of maximizing reach, while maintaining efficient media acquisition costs. Tools like preventative brand protection solutions are becoming widely adopted by Direct Response marketers because they have the ability to increase brands' reach and media efficiencies," commented Helene Monat, Co-founder and CEO of AdSafe Media.

Key findings from the report's "Industry Spotlight on Direct Response" were:

• Direct Response campaigns appeared on inventory that was 10% higher risk for advertising than industry norms.  Specifically, Direct Response marketer's average inventory was rated 689 for the quarter versus the industry average of 767.  
• 4.1% of Direct Response campaigns failed to adhere to geo-targeting requirements, a significant percentage higher the industry norms of 3.2%
• Effective CPMs for AdSafe protected Direct Response Campaigns were 6% lower than the industry average, enabling significantly more reach than Brand marketers' campaigns.

Additional key findings from the overall industry report included:

• 767 was the AdSafe Safety Index for all inventory served Q4 2010, a 3.5% uptick from last quarter's Index of 743, indicating that the overall brand safety of inventory increased over the course of the quarter.
• Over 3.2% of all inventory served in Q4 was served outside of geo-targeting requirements, equating to nearly 1.2 Billion impressions that did not comply with geo-targeting parameters.
• 32% of inventory served between 12:00am - 4:00am was identified as high risk for advertising, an uptick from last quarter's percentage of 28%. These hours continue to be the highest risk to advertisers, as compared to the other 4 hour daily periods.  

For more information regarding this report, please visit www.adsafemedia.com.

About AdSafe Media

AdSafe is the Rating Standard of Online Media. AdSafe rates the brand safety of content on commercially supported web pages using proprietary algorithmic modeling and human verification. AdSafe's BrandSafe Firewall enables Advertisers to prevent advertising from appearing on web pages that do not meet their content rating requirements. AdSafe's Network Monitor enables Ad-Networks and Publishers to manage the brand safety of their display inventory, thereby increasing protecting clients and increasing monetization of display inventory. AdSafe is headquartered in New York, NY with operations in San Francisco, CA and London, England. For more information visit www.AdSafeMedia.com.

SOURCE AdSafe Media

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