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Posts Tagged ‘online advertising’

Solving the Advertising Puzzle – Online, Offline …or Mobile?

Posted by TeamITI on April 7, 2009

puzzleHere you are, having to decide how to distribute your advertising spend among the ever-growing advertising channels:

– Online vs. offline; Print vs. pay-per-click

– Website banners vs. mobile marketing

– TV vs. full page 4-color magazine ad, and so forth…

It would be interesting to see what type of ad gets most of the viewer’s attention. And the findings are interesting, based on a test conducted in a lab setting by McPheters & Company:

  • Within a half hour, magazines effectively delivered more than twice the number of ad impressions as TV and more than 6 times those delivered online
  • Magazines had ad recall almost three times that of Internet banner ads
  • Among web users, 63% of banner ads were not seen. Respondents’ eyes passed over 37% of the Internet ads and stopped on slightly less than a third

According to Scott McDonald, Senior Vice-President of Research for Condé Nast, “Because different media deliver ad impressions at… different rates… time spent with a medium does not translate into value for advertisers… (and) that magazine advertising is undervalued relative to its effectiveness.” (source: MediaPost Research Brief)

Lesson learned? Do not discount one channel over the other, but find the pieces that fit together, much like when you assemble a puzzle.

Mobile marketing integration with SMS call-to-action is just one example that let’s you engage your customers beyond that initial ad impression!

Posted in Articles & Research, Mobile Marketing | Tagged: , , , | Leave a Comment »

Technologically Enhanced Sales Channels to Complement Traditional Ads

Posted by TeamITI on February 10, 2009

techvideo1In the context of the explosion of content and delivery systems in the advertising industry, on- and offline, how do we address the complexity of this multi-channel environment with its associated rising costs?

Key lesson:

When the customer is advertised over more than one distribution channel, the advertising is more effective from a brand recognition perspective and from an intent to purchase perspective. Instead of looking at the rising complexity as a problem, look at it as an opportunity for revenue opportunities.

Posted in Articles & Research, Social Media | Tagged: , , | Leave a Comment »

Online Advertising & Interactive Videos Rank High in 2009!

Posted by TeamITI on January 27, 2009

roiAccording to a recent survey of more than 400 senior-level decision makers, conducted by PermissionTV,  online video is the top priority for digital marketing budgets, along with a strong preference among marketers for increased sophistication and interactivity in online video capabilities to promote their brands.

Other online marketing initiatives remain important and have gained in popularity. Mobile marketing is gaining ground and closing in on banner ads.

Digital Marketing Focus in 2009 (% of Respondents, Multiple Response OK)
Anticipated Focus % of Respondents
Online video

66.8%

Social media

41.6

Search

34.1

Podcasts/Webcasts

32.0

Rich media

30.5

Banner ads

22.8

Mobile

17.4

Source: Permission TV, January 2009

When making budget adjustments, respondents overwhelmlingly vote to keep their digital investments.

Least Likely Media Budget Cuts in 2009 (% of Respondents)
Unlikely Cut

% of Respondents

Digital (banner ads, email, online video, podcasts, webcasts)

33.7%

Traditional (print, radio, TV)

24.7

Trade shows/events

21.3

Guerilla (viral, outdoor, social media)

14.5

Source: Permission TV, January 2009

More than two thirds of respondents reported that strengthening relationships with existing customers and prospects is the primary goal of online video initiatives.

The report notes that traditional and digital/interactive advertising agencies are are overwhelmingly confident in their ability to recommend online video initiatives to clients, though digital/interactive agencies expressed more confidence in recommending online video to clients. However, traditional agencies claim more responsibility for driving online video initiatives than digital/interactive agencies.

Ways Online Video Expected to Enhance Customer Engagement (% of Respondents)
Enhancement % of Respondents
Increase brand awareness

71.4%

Lead generation

47.2

Loyalty/retention

44.7

Converting customers

41.6

Improving service/support

39.8

Source: Permission TV, January 2009

Posted in Articles & Research | Tagged: , , , | 4 Comments »

Stop Blaming The Economy

Posted by TeamITI on November 17, 2008

blame

Just finished reading a post by David Koretz on the issue of online advertising metrics and the role of the economy. Should we stop blaming the economic downturn for the growth issue in the online advertising world? Are we measuring the right things to determine our return on investment? – You’ll be the judge!

Koretz: “The Web is the best platform for getting consumers from awareness to transaction the world has ever seen, yet few advertisers leverage the Web as a transaction platform. Publishers are still stuck in a page view and CPM world. This narrow focus ignores the opportunities that lie in leveraging the targeting information we have to help consumers find products and complete meaningful transactions.”

The following is the full post:

______________________________________________________________________________________________________

It is our fault.

The current growth issues facing online advertising are problems that we created and have let persist.

There is no question that the economy has been completely mismanaged. There is no denying the $14 trillion in U.S. debt, and there is no sugarcoating the 40% drop in the Dow over the last 12 months that wiped out trillions in shareholder value.

Yet, much as we would like to believe, the growth challenges in online advertising have little to do with the recent economic struggles.

According to IDC, the average user spends 32.7 hours each week on the Internet, and only 16.4 hours watching TV. So while Internet usage is double that of television, spend lags dramatically. In 2008, Internet advertising revenue will only be one fifth the size of television advertising, a third as big as newspaper advertising, and only half of magazine advertising, according to a recent Carat report.

Marketers are an opportunistic bunch. If there was money to be made by shifting spend, they would do so. So why aren’t dollars shifting more rapidly?

As any drug addict will tell you, admitting you have a problem is the first step.

For the last several years we have been drinking from a fire hose, with perpetual growth our presumed destiny. Every chance they got, online publishers explained why spend would keep shifting online and “follow the eyeballs.”

We cannot take credit for a lot of the growth, though. We rode the wave of increasing broadband penetration around the world, and watched time spent online skyrocket. As Web technology got better, we benefited from the ability to display high-quality video online, and we piggybacked off the tools that enabled Rich Internet applications.

Our biggest accomplishment as an industry was targeting. We brought an unprecedented level of data and analytics to the business of marketing. We layered data point on top of data point until we could measure every page view, click, demographic and behavior.

Yet all the science came at a price. We forgot about the true purpose of advertising: to create an emotional connection with the consumer that drives sales.

Let’s face it; most banner advertising is about as effective as abstinence training in Wasilla, Ala. Text ads are not much better. They work fine for search, but look ugly and out of place on content sites.

90% of online ad dollars are spent on two media that fail to drive memorable engagement.

So what is the solution?

No more metrics: We need a return to basics. Marketers create endless metrics to measure success. Most of it is a distraction and a total waste of time.

There is only one metric in marketing that really matters: revenue.

Advertising may cause an immediate revenue impact, or it may have a delayed impact, but if it does not drive revenue, it was not successful.

Unleash the artists: As a technology guy, it pains me to say this, but we need more artists in this industry. We need more creative folks dreaming up ad formats that create a memorable user experience and drive consumer action. We need to create new ad formats that leverage the interactivity advantage of the Web.

Most importantly, we need some sex appeal. We need the type of ads that get talked about around the watercooler Monday morning.

Drive transactions: The Web is the best platform for getting consumers from awareness to transaction the world has ever seen, yet few advertisers leverage the Web as a transaction platform.

Publishers are still stuck in a page view and CPM world. This narrow focus ignores the opportunities that lie in leveraging the targeting information we have to help consumers find products and complete meaningful transactions.

College sites should assist you in finding a school, coach you on writing an essay, and even let you submit an application. Sports sites should let you buy merchandise without leaving the site. Dating sites should… well, use your imagination.

If we stop blaming the economy, and focus our energy inward, we can invent the ad models that will be both memorable and capable of driving transactions.

As the thought leaders in Internet advertising, we have the opportunity to position our industry for the next 10 years of growth. But first we need an honest dialogue about what we are doing right and where we could benefit from major improvements.

What do you think we need to do better?

Read comments from readers on David Kortz’s monthly MediaPost colum blog post.

Posted in Articles & Research | Tagged: , , | Leave a Comment »