CHART: Advertising Tactics Trusted by Internet Users
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| The annual VSS media survey/forecast is out, and some usual suspects about declining media and ad spend. But more interestingly, according to the study, picked up by the NYT, consumers last year for the first time spent more time with media they paid for, like books or cable TV, than with primarily ad-supported media, like newspapers and magazines. That means people are willing to pay for content, just not all types of content. |
Now to the more scarier parts of the forecast:
—In five years, ad spending in mags will finally rebound, after five years of decline, but at $9.8 billion, it will still be nowhere near the $12.9 billion it was in 2008.
Read more at paidcontent.org
—By 2013, the video game market will be almost the size of the shrinking newspaper industry.
—Changing consumer behaviors have led to declining print ad spend, particularly in newspapers where spending fell 13.1 percent to $54.16 billion in 2008, and consumer magazine publishing showed a spending drop of 5.8 percent to $22.91 billion.
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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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With 77% of U.S. Internet users watching online video and 43% viewing weekly, the medium has hit critical mass, according to a new study by Frank N. Magid Associates.
The research commissioned by video site Metacafe also found that more one-third (37%) of consumers who watch professionally produced video clips online — including TV clips, movie trailers, sports highlights and music videos — found them equally or more entertaining than watching full-length shows on their TV sets. Forty-one percent found them “somewhat” as entertaining.
The findings were based on an online survey of 1,927 people between the ages of 12 and 64 conducted in April as part of the Magid Media futures practice. Not surprisingly, young males between the ages of 18 and 24 were found to the heaviest video consumers, with 70% of that age group watching weekly.
Read more at www.mediapost.com
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Who knew that Dell had 600,000 Twitter followers? In any event…the company has apparently tweeted its way to $3 million in sales over the past two years, including $1 million in the last 6 months. Read more at www.businessinsider.com
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Looking at Twitter’s visitor growth charts every month is like watching a rocket go to the moon. ComScore released its U.S. numbers for April, 2009 today and it shows Twitter reaching 17 million unique visitors in the U.S. during the month, an 83 percent increase from March when Twitter had 9.3 million domestic visitors. While Twitter nearly doubled its audience in April, its monthly growth rate did temper down from the 131 percent growth in March.
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SAN FRANCISCO — The first reaction many people have to Twitter is befuddlement. Why would they want to read short messages about what someone ate for breakfast?
It’s a reasonable question. Twitter unleashes the diarist in its 14 million users, who visited its site 99 million times last month to read posts tapped out with cellphones and computers.
Individually, many of those 140-character “tweets” seem inane.
But taken collectively, the stream of messages can turn Twitter into a surprisingly useful tool for solving problems and providing insights into the digital mood. By tapping into the world’s collective brain, researchers of all kinds have found that if they make the effort to dig through the mundane comments, the live conversations offer an early glimpse into public sentiment — and even help them shape it.
Companies like Starbucks, Whole Foods and Dell can see what their customers are thinking as they use a product, and the companies can adapt their marketing accordingly. Last week in Moldova, protesters used Twitter as a rallying tool while outsiders peered at their tweets to help them understand what was happening in that little-known country.
And over the weekend, Amazon.com learned how important it was to respond to the Twitter audience. After one author noticed that Amazon had reclassified books with gay and lesbian themes as “adult” and removed them from the main search and sales rankings, a protest broke out on blogs and Twitter. The company felt compelled to respond despite the Easter holiday, initially saying the problem was due to a “glitch in our system” but later blaming a “ham-fisted cataloging error” that affected more than 57,000 books dealing with health and sex.
Soon, machines could twitter as much as people. Corey Menscher, a graduate student at New York University, developed the Kickbee, an elastic band with vibration sensors that his pregnant wife wore to alert Twitter each time the baby kicked: “I kicked Mommy at 08:52 PM on Fri, Jan 2!” Mr. Menscher is now considering selling the product.
Read more at www.nytimes.com
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