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Posts Tagged ‘Online Advertising’

New Media Plus Announces Launch of Social Media Marketing Blog IT News Online (blog) In addition to Social Media Marketing and Strategy and Social Networks and Platforms, the blog covers the following categories: Online Advertising, ...

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New Media Plus Announces Launch of Social Media Marketing Blog - IT News Online (blog)

New Media Plus Announces Launch of Social Media Marketing Blog Benzinga In addition to Social Media Marketing and Strategy and Social Networks and Platforms, the blog covers the following categories: Online Advertising, ... and more

This month, the Opinion Research Corporation conducted a survey for Adfusion, the article-based ad network division of ARAnet. While it should probably come as little surprise that the survey found that articles that include brand information were the preferred source of online advertising, it’s nice to hear that all forms of online ads saw a reported increase over last year when consumers were asked about how likely they were to act on that ad. That may be because an article-based ad network was paying for the study—but it may also have to do with the nature of marketing articles. Unlike less successful ad categories like banners and popups, marketing articles usually don’t just sneak up on you and foist themselves upon you. Usually, this is information you’re seeking out because you’re already fairly far along in the purchasing funnel. Email offers came in a close second. Search ads also performed well, with 40% reporting they were “somewhat” or “very likely” to act upon them. After reading online articles, consumers are also turning more and more to search. Last year, 50% of consumers “somewhat” or “very frequently” turned to searches after reading articles, and this year 57% reported that behavior, with that rising up to 72% for 25 to 34 year olds. The survey was conducted last week among a sample of 1,053 adults comprising 509 men and 544 women 18 years old and older. What do you think? Is article marketing really that effective? Is it widespread enough to warrant your efforts? What kind of marketing are you most likely to act upon?

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Consumers Responding to Online Ads Better

Sounds scary doesn’t it? Well, apparently behavioral targeting is music to advertisers ears because the technique works. Of course, this very same practice is what makes the hairs on the back of the neck of government regulators stand on end. The controversial and growing practice is going to be around though until it is asked to leave the building. Why? It converts. cnet tells us some more Want to get digital-policy regulator types fired up? Start talking about behavioral ad targeting, the business of serving up digital ads that are fine-tuned to a user’s Web surfing habits, and you’re sure to get all kinds of wildly varied opinions about privacy and sensitive data. But a new study from a group called the Network Advertising Initiative, or NAI, claims that behavioral targeting is more than twice as effective as non-targeted ads, and the inventory from behavioral ads is worth double that of their non-targeted brethren. The study found that 6.8 percent of people who click on behaviorally targeted ads turn into buyers, versus 2.8 percent of those who click on non-targeted ads. Ok, so let’s review. Companies will pay top dollar for this kind of advertising and it converts at a much higher rate to boot? Many advertisers are starting to say “Sign me up!”. Let’s also look at the source of these numbers as we try to always do here at Marketing Pilgrim. The National Advertising Initiative’s About Us page tells us that The NAI (Network Advertising Initiative) is a cooperative of online marketing and analytics companies committed to building consumer awareness and establishing responsible business and data management practices and standards. As increasingly sophisticated online advertising technologies evolve, consumer concerns about their impact on online privacy mount. The NAI is prepared to meet these concerns with both effective industry self-regulation and sensible protections for online consumers. Gee, a rosy picture of an online advertising technique from a group that is made up of online marketing and analytics companies. Hmmmm. The group has also been around since 1999. That’s ten years and more questions than answers thus far. Since 1999, the NAI has been working with the online advertising industry to provide consumers with clear explanations about data collection, data usage, and choice. Central to our standards are the privacy concepts of notice, consent, control, and dispute resolution. Looks like industry folks must be missing some of these meetings considering the high degree of government and consumer concern about just how vague most online privacy policies are and the trouble that is created by these less than clear policies. Once again we are faced with the interesting dilemma of an industry where everything is supposedly tracked to the nth degree. This tracking and gathering of boat-loads (hat tip to Carol Bartz!) of data creates the classic double edged sword that cuts in both directions. In addition, statistics were made to be manipulated just as much as records were made to be broken. this has resulted in many more questions than answers over the years and that is not likely to change anytime soon. So if you are using behavioral targeting in your marketing efforts the NAI is just the organization for you. As for the future of this practice? That’s anyone’s guess because it’s effectiveness is based on knowing so much about a person that you can predict with greater accuracy their propensity to buy a particular product or service. While this may sound incredible to a marketer it may sound scary to others. It’s the others that marketers should pay very close attention to. Any thoughts on behavioral targeting and the ‘too much information’ possibilities?

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Watch Your Behavior Online, You’re Being Targeted!

While it is getting smaller and smaller in the rear view mirror, 2009 was just a terrible year for advertising whether it was online or offline. It will be one of the “Remember when?” years that will have people who ‘survived’ saying “hmmmm, yea that was rough, man” over their frappamochacappasigmafi-chinos in the future. Fortunately, there was a little bit of good news according to a report from IDC and article on MarketWatch . Despite the crap year it was, online advertising spending actually showed its first quarterly growth in a year in Q4 with a 4.5% rise. Hallelujah! Spending on online advertising in the U.S. increased 4.5% to $7.4 billion in the fourth quarter of 2009, marking its first quarterly growth in a year, according to a report published Friday by IDC. In addition, online advertising increased in 2009 to more than 10% of the overall U.S. advertising market for the first time ever, IDC said. The $7.4 billion spent on online ads in the fourth quarter marks a new record, according to the report. So it’s not all doom and gloom for every aspect of advertising and there may even be a small sigh of relief that the Q4 numbers for online had a plus sign attached to it. Does this mean we are back on track to the usual quarter over quarter gains that the online space is accustomed to? No one can predict that but it is probably fair to think that the one number that may grow is the percentage of total ad dollars spent online which would fuel online ad spend growth but still not help overall ad spend numbers. IDC does take a swing at what may happen in 2010 to online ad spend. IDC estimates that average quarterly growth in 2010 for spending on online advertising should range between 8% and 16%. One has to believe that for a while to come any growth in online spending is likely to come at the expense of the offline spend rather than additional ad dollars being spent. From an industry standpoint it is a robbing Peter to pay Paul scenario as dollars shift from one place to another? Having said that, are new ad dollars sitting on the sidelines waiting for things to really improve? When will things really improve in your opinion? As an online marketer does it matter to you whether the offline world ever recovers or is it important to see that side of the coin get healthier as well? Please weigh in on this slow Monday so we can have something to talk about. Join the Marketing Pilgrim Facebook Community

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Online Ad Spend in US Inched Up in Q4