Session Blog Reviews

Posts Tagged ‘Online Advertising’

comScore released a new study today examining the effects of display advertising in the European market —and it’s pretty dang impressive. The study (well, actually, report based on more than 20 studies) indicates that, despite minimal clicks on the ads themselves, “those exposed to online ad campaigns in Europe were 72 percent more likely to visit the advertiser’s website and 94 percent more likely to conduct a trademark search query on the advertiser’s brand, compared to a control group of similar Internet users who were not exposed to the campaigns.” These figures are pretty staggering—especially when compared to US figures, which comScore reports as “an average lift of 49 percent in site visitation and 40 percent in trademark search queries across hundreds of ad effectiveness studies.” The European lift effects were most significant during the first week after exposure, but didn’t drop off dramatically. comScore Director of Marketing Solutions Mike Shaw said in the press release, These results help illustrate how online advertising works. Despite the long-held obsession with using clicks to measure campaign performance – which reflect only the immediate impact of an ad — the comScore studies demonstrate that the Internet is clearly effective as a latent brand-building medium. Europeans appear to be particularly receptive to online advertising, and whether it’s due to better creative, less ad clutter, or greater receptivity to online ads, the implication for brand advertisers is clear: ignore online as a brand-building channel at your own peril. And I guess it also shows that it pays to know before you go . . . ad shopping. What do you think? Why might Europeans be so influenced by display ads? Join the Marketing Pilgrim Facebook Community

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Marketing in Europe? Display Works

Inject New Life Into Your Social Media Marketing Campaign OfficialWire Speaking generally, businesses will be bolstered significantly as a result of social media marketing services. ... YouTube Marketing Service Shakes Up Online Advertising OfficialWire Facebook Marketing Service Changes How You Conduct Business OfficialWire all 4 news articles

With all the talk this week about Facebook valuations and the money that they are making (OK so it’s a guesstimate but what the heck……it’s the Internet!) it makes one think about just how Facebook plans to continue to grow top line revenue. One way was revealed as the ability to target Facebook ads locally increased considerably. Inside Facebook explains further In its latest move to expand its performance advertising program, Facebook is offering what it tells us is “thousands” of new cities in its self-serve advertising tool, meaning advertisers can more narrowly target users across the United States and around the world. From social game developers to the various large and small businesses already using the service, the information could help them boost their returns on investment. Well, it sure looks like local is the new black. It makes sense but the degree to which local online advertising seems to be expanding is still surprising. It’s not like the concept is new but the varied ways to reach the local consumer have emerged, developed and grown so rapidly that the sector is poised to really kick into gear. For the SMB’s of the world there is now a better source to reach very segmented groups who are only in their backyard. Oh and it’s cheaper than other options. For now. What is your experience with running local ads on Facebook? While traffic may be a good thing has the traffic converted? Join the Marketing Pilgrim Facebook Community

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Facebook Increases Local Ad Targeting Capabilities and SMB’s Rejoice

Google is re-branding both its DART for Publishers and Google Ad Manager products–and it’s all because of some surfing web site that can’t get a grip on its online advertising! Sheesh! Well, actually Google just uses a surfing site as an example of just how complicated it can be for publishers to manage their ads without the help of Google. Apparently, we’re all doomed unless we switch to Google’s sophisticated ad platform, so both of its popular programs are getting a makeover–because nothing makes you switch ad platforms like a shiny new logo. Right? So, DART for Publishers now becomes… And Google Ad Manager becomes… Both flavors of the new DFP (DoubleClick for Publishers) get some nifty enhancements, including: A new interface that has been completely redesigned to save time and reduce errors. Far more detailed reporting and forecasting data to help publishers understand where their revenue is coming from and what ads are most valuable. Sophisticated algorithms that automatically improve ad performance and delivery. A new, open, public API which enables publishers to build and integrate their own apps with DFP, or integrate apps created for DFP by a growing third-party developer community (apps under development today include sales, order management and workflow tools). Integration with the new DoubleClick Ad Exchange’s "dynamic allocation" feature, which maximizes revenue by enabling publishers to open up their ad space to bids from multiple ad networks. Dynamic allocation is described in this document. All of which looks a little something like this: The Small Business solution is free and is aimed at those that don’t yet know they need to pay for something like this, while larger publishers will have to break out their corporate check book to use the system. Now, all we need is a new theme song to go along with the new logos. I’ve got one! "Who’s down with DFP, yeah you know me!"

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Google May Not Be Evil, But It is Naughty By Nature!

Advertising in general has had a soul crushing last couple of years. That’s not a surprise. Combine the rapid changes to how everyone communicates with the worst economy in quite some time and you have the perfect storm for advertising woes. The ones who have the greatest difficulty in these times are the local advertisers because they have limited cash flow and limited ability to keep up with rapid change. Hopefully there is an end to this cycle sooner than later. A study conducted by BIA/Kelsey sees the rebound in local advertising overall but more importantly a significant shift to digital which could account for 25% of local ad spend by 2014. ClickZ gives us some more to consider The findings, reported in BIA/Kelsey’s “U.S. Local Media Annual Forecast,” did not surprise BIA/Kelsey President Neal Polachek, who said the recession and lingering economic doldrums have “triggered a more rapid switch to online digital stuff.” Even though companies are increasingly embracing digital media for local advertising, online/interactive was not immune to the recession’s ravages. BIA/Kelsey said there was a slowdown in the growth rate for digital, including search, display and classifieds, but it predicted that digital – now about 14 percent of total local ad spend – will encompass 25 percent by 2014. I don’t know about you but I really appreciate Mr. Polachek’s technical terminology referring to “online digital stuff”. In the process of becoming 25% of all local advertising spend in the next few years digital spend will grow by 2.5 times to total $37 billion annually. Not a small number for sure. Now, we have historically been skeptical of research here at Marketing Pilgrim. We always look for the angle as to why anyone would promote certain findings. Polachek further postulates on the impact of mobile by saying Polachek said a key factor in the local ad market during the next five years will be mobile. However, he said predicting the scope of mobile’s impact is not easy. “I think one of key drivers during the next four or five years will be the phone and how the mobile piece transforms all this,” he said. Not earth shattering, I admit. What he said next though will get some MP props because I have not heard this much from the research community. “I don’t think any analyst out there, ourselves included, really knows what will happen.” Please put up the applause sign for Mr. Polachek! Every other research report is positioned as if it came off a mountain in the form of tablets and should be taken as the truth because, well, the researcher said so. At least this research group has the stones to admit that looking into a crystal ball regarding where any of this goes is probably the least exact science there is. So how do you view local advertising? Do you think that there will still be just a 25/75 split with online and traditional in 5 years or will online advertising take up more of that pie? Given the dearth of news to start the week you should have time to comment.

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Local Advertising to Make Gradual Comeback With Digital Leading the Way