CHART: Advertising Tactics Trusted by Internet Users
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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.
Dotomi announced results from the use of its attribution technology which reiterates the impact strong attribution models can have in driving display or any digital media’s future growth. From the release: “Dotomi found display increased performance by an average of 20 percent in paid search, 26 percent in natural search, 25 percent in affiliate marketing, 16 percent in CRM email and 26 percent in direct load, where the consumer goes directly to the retailer’s website.” Pour on the attribution for display, and it’s full steam ahead! Read the release.
Read more at www.adexchanger.com
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.
The results also highlight that small businesses are wary of channels such as online banner advertising and search engine marketing. 54.2% of all respondents stated they won’t do online banner advertising in 2010, and just 23.8% of respondents won’t do SEM such as Google, Yahoo and Bing next year.
Read more at www.mediapost.com
Small Business Online Banner Advertising Plans for 2010 (% of Respondents)
Plan
% of Respondents (rounded)
Increase a lot
8%
Increase a little
15
Stay the same
18
Cut down
3
Cut all
2
Not planning to do
53
Source: VerticalResponse Inc, November 2009
Online marketers had better not be negligent. Good creative makes a successful campaign, but data from Dynamic Logic suggests that the worst-performing campaigns can actually negatively affect brand metrics.
Top-performing campaigns, by contrast, boosted online ad awareness, message association and aided brand awareness by more than 8 percentage points each.
Read more at www.emarketer.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
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