CHART: Advertising Tactics Trusted by Internet Users
| |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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. |
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.
eMarketer is a great resource for online marketing information. Click the link and check out their site.
As Facebook reached 350 million users worldwide, its largest single source of growth was still the US.
Inside Facebook reported that the US gain of more than 4.5 million monthly active Facebook users was the highest number of any country. Because of the large installed base of US Facebook users, it represented a 5% gain, compared with 10% growth in countries such as Indonesia, the Philippines and Malaysia.
In the comScore panel, we are able to see cookies passing between Web sites and panelists’ computers; and we are able to see and identify the different persons using those computers at those points in time.
Read more at www.mediapost.com
We recently conducted a study across some major online ad sales entities to determine how often the identifying cookie is associated with the behavior of a single user. Across 17 major entities — publishers, ad networks, and third-party services — we found an average of 44% of cookies were associated with a single user. Among the 56% of cookies that point to multiple users, if we assume that the wrong user is identified 50% of the time (which strikes as a conservative assumption), then on average, 28% of the time (half of 56%) the cookie involved in direct audience guarantees is pointing to the wrong person.
According to findings from Alloy Media + Marketing’s 9th annual College Explorer Survey, projected annual technology spending among college students (ages 18-30) has reached an all time high at $6.5 billion, ranking 3rd in overall discretionary spending for college students, just below food and auto. When all platforms were totaled, the study found that students are spending an average of 12 hours daily engaged with some type of media. Nine and a half of those hours are spent with their “tech” gadgets, including computers, mobile devices, MP3 players, and gaming devices. Comparing platforms, the study found:
Read more at www.mediapost.com
- Students are spending twice as much time on their computers as compared to television viewing
- 33% of 18-24 year old students have increased their consumption of webisodes or user-generated videos since last year, and 30% of 18-30 year olds report frequent video viewing on social networking sites
- 61% of students are watching movies on computers vs. 76% on their television
Incremental Effect on New Patient Starts and Adherence/Next Fill vs. Control
Source: Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry (2009 Release)
Prospects Patients New Patient Starts Adherence/Next Fill Exposed & Interacted (Rich Media*) Not Reportable +14.0 % points Visited Brand.com +11.9 % points +24.7 % points
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
The first half of 2009 has drops in ad spending across all media—even online—but advertisers are more optimistic about the latter part of the year, according to JPMorgan.
The company’s “Advertising Outlook 2H’09 and 2010” survey found that more than one-half of US media buyers and planners polled think second-half spending will be higher than first-half outlays. Only 10% predict spending declines.
The majority of media buyers and planners reported they were paying less in 2009 than the previous year for ads across all media. Nine out of 10 respondents said prices had gone down for radio and outdoor, while 85% reported the same for magazines and newspapers.
Read more at www.emarketer.com
The Online Publishers Association and ComScore, both seriously interested parties, did a study of 80 campaigns for 50 top brands which was tracked across the top 200 highly trafficked sites and concluded:
1. The 80-20 rule applies to clicks. Eighty percent of the clicks come from 20 percent of the people exposed to the ads. At very best only 1 in 5 ads draws a click whether that was the intention of the ad or not.
2. Displays Ads Prompt Search. Queries for terms exposed in display ads were search 50% more often a week after exposure and 38% more often even 4 weeks after exposure. If you see something that intersects your interests or your personal wish list, you are more likely to search for it directly when you’re ready to buy. Direct and brand advertising interact synergistically online and offline.
3. Display Ads Drive Site Engagement. Those exposed to ads spent 34 minutes per unique visitor on the sites exposed. This is hard to believe in terms of the time spent on site and the amount of “lift”. Maybe it just measures the vagaries of site architecture and navigation.
4. Brand Exposure Bumps Up eCommerce. Those exposed to brand ads spent 7% more on average when they bought. This feels like advertising orthodoxy; exposure drives awareness, consideration and purchase. It’s possible that added impressions convinces customers to trade up a little.
Read more at blogs.imediaconnection.com
According to a comScore study of U.S. online display advertising on social networking sites in June 2009, social networking sites accounted for more than 20% of all display ads viewed online, with MySpace and Facebook combining to deliver more than 80% of ads among sites in the social networking category.
Top Online Display Ad Publishers in Social Networking Category (June 2009 Total U.S.; Home/Work/University Locations)
Total Display Ad Impressions (MM)
% Share of Display Ads
Ad Exposed Unique Visitors (000)
Total Internet Audience
326,899
100.0%
188,589
Social Networking
68,927
21.1
129,620
MySpace Sites
30,004
9.2
64,472
Facebook.com
26,813
8.2
67,389
Tagged.com
1,940
0.6
7,422
MocoSpace.com
496
0.2
1,067
Hi5.com
461
0.1
3,459
Bebo
435
0.1
6,350
Classmates.com Sites
400
0.1
9,181
BlackPlanet.com
345
0.1
2,084
GaiaOnline.com
258
0.1
1,859
DeviantArt.com
204
0.1
3,681
Source: comScore Ad Metrix, September 2009
Jeff Hackett, comScore senior vice president, said “… social networking … accounts for a significant portion of the time Internet users spend online and the pages they consume,… (and) advertisers are eager to use social networking sites as a new advertising delivery vehicle.”
Read more at www.mediapost.com
Your Twitter
Facebook
Your name
Leave a comment