Google released a new report called “Display Business Trends: Publisher Edition,” which looks at aggregated global data across its display ad solutions, including: the DoubleClick Ad Exchange, DoubleClick for Publishers, and the AdSense network.
“The goal is not to give a snapshot of our business, but rather to provide some insights into the overall publisher landscape that we hope publishers (and the general industry) find valuable,” a Google spokesperson tells WebProNews.
Google says it’s releasing the report (which is the first in a series) to generate metrics that will answer some common questions the company gets from its partners, as well as to “put some data behind long-held industry assumptions.”
According to the report, the 468×60 banner ad unit dropped down to 3% of all impressions, while “brand-friendly premium” units are gaining share. Google says smaller ad units are dropping in popularity. “However nearly 80% of all impressions are the ad unit “three musketeers”: the medium rectangle, leaderboard, and skyscraper still comprise the vast majority of ads served,” Google Display Advertising Director of Product Management Jonathan Bellack says in a blog post.
“Of a possible estimated 245 different countries and territories, we saw publisher ad impressions from 235 of them,” says Bellack. “These included the island country of Palau – one of the world’s newest sovereign states – and the middle-African nation of Equatorial Guinea, with astounding growth rates of 1106% and 4635% respectively. And while the United States still accounts for the highest percentage of impressions overall, we’re seeing a significant representation from China and Japan, coming in at 11% and 6% respectively.”
Shopping, Sports, and Auto & Vehicle sites have been the fastest-growing verticals on the Ad Exchange and Adsense, Google says, while 15 out of 25 publisher verticals displayed double-digit growth year-over-year. Mobile web impressions on the Ad Exchange and AdSense increased by 250% from the third to fourth quarter of 2011. Video ad impressions increased by 70% across the DFP Video platform for the same period.
You can find the whole report here (pdf).