Disclaimer before I begin: This article is intended to provide a basic snapshot of trending data as supplied by publically available sources or supplied by the source, it is not an in depth analysis relating stats against the quality of publisher content, audience, engagement. etc. Secondly the stats are limited to the specific parent sites, and do not take into account sister sites or network sites from each of the publishers (eg: Campaign brief / BestAdsOnTV).
The back story:
This is the third time I’ve posted statistical information on specific advertising industry publishers. The last time it stirred up a few debates in the comments with the Australian Audit Bureau weighing in to argue for greater standards of measurement within the industry. There was additional discussion over the audience and whether international traffic should be counted, and the quality of reach attained by each publication.
5 sites and a look at Traffic Vs Search Vs Social
Looking a little deeper, digitally speaking:
As well as just traffic stats the team here also had a quick look at Social share of voice (SOV) and Organic Search (SEO). The results are pretty interesting.
Size – does it matter?
As the ad industry and digital matures we are moving closer to an ‘effectiveness model’ versus the older ‘reach and frequency model’ (esp’ in relation to measuring digital) so one could argue that the volume stats here are less relevant than they seem. My own opinion is that the volume information is only one part of the story but regardless of volumes the trending data is valuable and at the very least should allow each publisher to better its digital strategy in the future. One thing is for sure, each publisher has substantial year on year digital growth so well done to them all.
Enough! Let’s begin!
Part 1: Traffic:
Firstly wow, what a change since Jan 2009… between the five publishers the unduplicated monthly volume of Unique Browsers is over half a million. In the interests of being consistent I have not used The Audit Bureau’s Australian only figures – I have used gross visitor numbers supplied from each party (*B&T figures supplied by separate source).
Above: Trending Timeline (Source: Alexa)
Above: The two blog based sites Mumbrella and Inspiration Room account for a large portion of visits
(Update: Information above has been changed from original post and now shows estimated AdNews PI’s based on previously supplied data from Google Analytics.)
Above: B&T commands a larger portion of time thanks to 5 minutes average stay per visitor.
*AdNews (using third party data)
Actual Monthly Web Traffic (Source: Supplied by Publisher):
Above: Fastest growth = AdNews
Time on Site:
Above: Most Time spent per visit = B&T
PART 2: Search Performance
Interestingly B&T and MarketingMag (we only included them in this section) performs the strongest, with AdNews edging out Mumbrella. We tested performance against roughly 200 of the most common search terms in marketing. There’s too much data to show but here’s a couple of charts. (Source: Tableau)
Below: B&T performance ranking against Keywords:
Below: Mumbrella’s performance ranking against Keywords:
Google Page Ranking for each Homepage:
Campaign Brief 4/10
Part 3 Social:
Report on share of voice in ‘micromedia’ (Source: Radian6)
Number of Posts (mentions) Jul12 Aug 11: (Source Radian6)
Twitter Ranked by Followers (Source: Twitter as of Aug 25 2010):
1. Mumbrella 14397
2. B&T 5786
3. InspirationRoom 3948
4. Campaign Brief 3934
5. Adnews 2473
Conclusion: All publishers have seen substantial gains to their credit. The stats also indicate there are different user behaviour patterns (potentially different audiences as we are unable to de-dupe) for each site with varying degrees of magnetism, loyalty and stickiness although I’ll let the comments below take care of attributing the behaviour mentioned to the publisher this time round.