Benchmarks from comScore 2014

If you haven’t read this white paper by comScore, yet, I highly recommend it: 2015 US Digital Future in Focus

It has some good benchmarks, here are some samples:

1. Viewability for display getting better but still woefully under-performing – In Q3 2014, 46% of display impressions were actually viewable. This means that 54% of impressions were non-viewable.
2. Non Human Traffic and Ad Fraud were a big issue in 2014 – 14% of display campaigns contain 5-20% non-human traffic.
3. Desktop Usage is far from dead – Increased 37% from 2010 to 2014.
4. Facebook still king – 81% reach of total digital population.

– Renee Kennedy