CHART: Advertising Tactics Trusted by Internet Users
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Sponsored posts that appear in targeted online forums, clearly marked as advertisements, appear to actually increase in their ability to drive response over time - by more than 100% one year after a paid campaign has ended, according to a recent analysis released by PostRelease. |
The study also showed that 60 days after a typical sponsored forum post’s appearance, the total number of click-throughs increase by an average of 40%. After 180 days they increase by an average of 77%.
Read more at www.marketingcharts.com
- After 60 days the reads increased 28.8%
- After 60 days the click-throughs increased 40.7%
- After 180 days the reads increased 49.2%
- After 180 days the click-throughs increased 77.1%
- After 360 days the reads increased 60.6%
- After 360 days the click-throughs increased 103.6%
Read more at blog.nielsen.com
Percent of global online consumers who have paid OR would consider paying for various types of content online – Fall 2009 Content Music 57% Theatrical movies 57% Games 51% Professional produced video (including current television shows) 50% Magazines 49% Newspapers 42% Internet-only news sources 36% Radio (Music) 32% Podcasts 28% Social communities 28% Radio (News/Talk) 26% Consumer-generated video 24% Blogs 20% Source: The Nielsen Company. n=27,548
- Common challenges organizations are facing include senior leadership acceptance, defining program strategies and goals, lack of dedicated resources, as well as lack of measurement and ROI tracking
- 41% of respondents do not know if their current social tools used can measure ROI
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Several comScore studies have confirmed that online campaigns drive offline sales, according to Fulgoni. In the first study, comScore took four categories, 53 brands and 200 of the most trafficked sites. The company looked at people exposed to display advertising and what they did in the month following. Findings reveal that 18% searched on the brand advertised and 29% went to the advertisers’ sites. Consumers who were exposed to the display advertising spent 55% more time than the average visitors to these sites the next month. The rise in time spent is matched by a similar increase in page views — about 51%.
Then, comScore analyzed the impact that online campaigns have on retail sales by matching the name and the address of consumers to retail loyalty card databases. The supermarket Kroger, for example, has issued about 60 million loyalty cards, which provide a massive data set to understand the degree that online search and display campaigns drive retail sales. The findings suggest a lift that is five times stronger when people are exposed to search ads alone, compared with display. Search alone produces an 82% lift, compared with display at 16%, and 119% when search and display are combined. About 82% of online ad campaigns measured by comScore have generated an average lift of 22% in CPG brand sales in retail stores.
Read more at www.mediapost.com
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According to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries, recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising worldwide. 90% of consumers surveyed said that they trust recommendations from people they know, while 70% trusted consumer opinions posted online.
Forms of Advertising in Which Consumers Trust “Somewhat” or “Completely” (April, 2009)
Advertising
Percent of Respondents Trusting
Recommendations from people known
90%
Consumer opinions posted online
70%
Brand websites
70%
Editorial content (e.g. newspaper article)
69%
Brand sponsorships
64%
TV
62%
Newspaper
61%
Magazines
59%
Billboards / outdoor advertising
55%
Radio
55%
Emails signed up for
54%
Ads before movies
52%
Search engine results ads
41%
Online video ads
37%
Online banner ads
33%
Text ads on mobile phones
24%
Read more at www.mediapost.com Source: Nielsen Global Online Consumer Survey, April 2009
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