Q: What is the Net Usage Index for Advertising?
A: The Akamai Net Usage Index for Advertising tracks aggregate Web usage patterns before, during and after the Super Bowl for Akamai's customers that are integrating their nationally televised advertising campaigns with an online component. During pro football's most popular event on February 5, 2012, Akamai's cloud platform will support two-thirds of the nationally-televised advertisers that seek high performance and availability of their online campaigns.
The Akamai Net Usage Index for Advertising will provide an aggregate view of total page views per minute to a collection of two-thirds of the advertisers' sites. The Akamai Net Usage Index for Advertising will exist for two weeks after the Super Bowl to show resulting trends.
Q: How is the Data collected?
A: With the data available through Akamai's Net Usage Index, businesses will have real-time information about the success of their advertisements, allowing them to understand the value of their investment. Akamai will not release web usage data on any one customer, but will provide an aggregate view into elevated web traffic patterns. The Akamai Net Usage Index for Advertising will be available for up to two weeks after the Super Bowl to show resulting trends.
Q: What businesses make up the Index?
A: The Akamai Net Usage Index for Advertising will provide an aggregate view of total visitors per minute to a collection of two-thirds of the advertisers' sites. Those sites include nearly all the automobile advertisers, GoDaddy, eTrade, Harley Davidson, BestBuy and more.
Q: What information will the Akamai Net Usage Index for Advertising provide?
A:
- Up-to-the-moment data on Web usage to leading brands that advertise websites or dedicated microsites during televised coverage of the Super Bowl
- Geographic trends about where in the world end users are accessing the advertised sites
- Representative data on which times during the Super Bowl event itself that end users went online to advertised sites
- Data to demonstrate an expected "Super Monday" phenomenon as Internet users access their favorite online promotions showcased the night before, go online to watch featured commercials again, or enter into additional ad promotions highlighted during the game
- The impact of Web usage that results from "cliff-hanger" advertising campaigns that drive viewers to the Web vs. televised ads that simply show a Web address (with no specific 'call to action')
Q: Does Akamai have other Net Usage Indices?
A: The Akamai Net Usage Indices for News, Retail, Public Sector, Finance and Mobile track online consumption to websites across a representative set of Akamai's customers. The Akamai Net Usage Indices measure Internet traffic dedicated to an aggregate set of Web sites, monitoring consumption by continent, as well as the world as a whole. Akamai's Indices do not release specific customer data, but show an aggregate view of web traffic to the sites that Akamai supports.
Q: How can I learn more about this data?
A: For questions, comments or more information about the Index, please email netusageindex@akamai.com
