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.
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