The preeminent video advertising format — pre-roll — still irritates some consumers, so much so, in fact, that nearly 16 percent of consumers click away from a pre-roll ad rather than sit through it to watch their desired video. |
The trend is worse for news media; nearly 25 percent of consumers click away from pre-roll ads on newspaper and magazine websites, according to analytics firm TubeMogul. |
What this means, of course, is that 16 percent of consumers would rather not watch a video simply because it contains an advertisement, which isn’t great news for video publishers. Read more at www.imediaconnection.com |
The “2010 Digital Marketing Outlook” report found that 81% of the brand executives surveyed expected an increase in digital projects in 2010, and one-half will be moving dollars from traditional to digital budgets. Further, more than three-quarters think the current economy will push more allocations to digital.
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Senior marketers reported that social networks and applications were their biggest priority for 2010, followed closely by digital infrastructure. While social media marketing looks set to stay top of mind, a majority of respondents considered a range of digital activities at least “important,” with only games failing to inspire widespread interest.
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One more indication of just how big mobile e-commerce is getting. The number of items purchased via eBay mobile applications tripled during the 2009 holiday season over the previous year, the online auction giant said. Consumers purchased 1.5 million items on their mobile handsets during the holidays, translating to a sale every two seconds–acquisitions include a 23-foot boat ($19,108), a Steinway piano ($10,000) and a Hermes bag ($3,888). In all, eBay mobile users generated more than $500 million in transactions during 2009–close to 6 million consumers have now downloaded eBay’s iPhone application, and shoppers across 165 countries are now making 750,000 unique visits a day to the site using mobile apps. Read more at www.fiercemobilecontent.com |
Search engines played a bigger role in online viewing than social media, as did TV ads and stories and reviews on both the Internet and TV. Internet reviews had about twice as much influence on online video viewing versus television viewing.
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Knowledge Networks also found that 56% of online streamers of full-length TV programs or movies are viewing “purposefully”—that is, heading to the computer with the intent to watch something specific. That’s somewhat higher than the proportion of TV watchers, at 44%. Just 22% of online amateur-content streamers are purposeful viewers.
Read more at www.emarketer.com |
ccording to an August 2009 survey by Mzinga and Babson Executive Education, 86% of professionals in a variety fields said that they have adopted social media in some way.
While the survey results are great in that they indicate an enhanced role social media in many industries, it also indicated that some professionals or companies are adopting social technologies without having a way to actually measure how effective or useful the measures actually are. In fact, 84% of respondents said they don’t currently measure the ROI (return on investment) of their social media programs. |
Even less encouraging, more than 40% of respondents said they didn’t even know whether they could track ROI from their social tools. This is worrisome because it indicates that industries and professionals are adopting technology without actually taking into account how it will impact their business and what value it will add. Read more at mashable.com |
| In our Razorfish Digital Brand Experience Study, we took a different tack. Simply, we wanted to know if there were any direct correlation between consumers’ online interaction with a brand and their likelihood to purchase a given product or service. |
 Has an experience you have had online ever changed your opinion (either positively or negatively) about a brand or the products and services it offers? |
| Furthermore, these digital brand experiences directly correlate to purchasing behavior for these consumers. |
 Has that experience influenced whether or not you purchased a product or service from the brand? |
| As “digital primacy” has risen, so has the way consumers learn about and purchase a brand’s products and services. |
 Have you ever made your first purchase from a brand because of a digital experience (e.g., a web site, microsite, mobile coupon, email)? |
| Incremental Effect on New Patient Starts and Adherence/Next Fill vs. Control Source: Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry (2009 Release)
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Prospects
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Patients
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| New Patient Starts
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Adherence/Next Fill
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| Exposed & Interacted (Rich Media*)
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Not Reportable
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+14.0 % points
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| Visited Brand.com
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+11.9 % points
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+24.7 % points
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| comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from its third annual study Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, which found that exposure to online media, including a brand’s website and online ads, had a significant positive lift on a treatment’s awareness and favorability. The results also showed that visitation to a brand’s website generated significant levels of incremental new patient starts and refills. Read more at www.comscore.com |
SUMMARY: Just as the web democratized media access to a mass audience for any advertiser-free or cheap methods for measuring search media have also now become available to anyone.
Search marketing has always been a numbers-intensive endeavor, so it’s no surprise that search marketers have quickly adopted analytics into everyday use. |
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CHART: Advertising Tactics Trusted by Internet Users
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