June 2007
Multiple Online Ad Placements Impress - For online marketers who think that the last ad impression (or click) seen is the most likely to lead to a conversion, a look at the Atlas Institute's "How Overlap Impacts Reach, Frequency and Conversions" study may be in order. The study, conducted in the first quarter of 2007, found that US consumers were more likely to convert after viewing ads on multiple Web sites, suggesting that conversions should be attributed to a full set of impressions and/or clicks, rather than just the single one that preceded the conversion.
[eMarketer, Posted June 28, 2007]
Ad Spending Expected to Rise in 2008 - LONDON: A leading buyer of advertising space and time forecast Wednesday a 6.4 percent rise in worldwide advertising spending next year, with the Beijing Olympics and the U.S. presidential election helping to lift the industry out of its doldrums.
The outlook from Carat, part of Aegis Group, came a day after another forecaster, Robert Coen of Interpublic Group's Universal McCann division, issued a surprisingly bearish assessment of current conditions in the largest advertising market, the United States. Coen said U.S. ad spending was on track to rise by only 3.1 percent this year, down from a previous forecast of 4.8 percent.
[International Herald Tribune, via IAB Smartbrief, Posted June 27, 2007]
Web Wins for Women Shopping Online - Over half of US female Internet users ages 25 and older say the Internet is their main research source for checking out potential product purchases, according to Burst Media's "Online Insight" report, published June 2007. Click above to read full report.
[eMarketer, Posted June 27, 2007]
One in Five Users Gives Mobile Search and Audio Ads Thumbs Up - More than a quarter of the people responding to a new survey said sponsored text links that appear as a result of Web searches would be their preferred form of mobile phone advertising. The research, commissioned by mobile pay-per-call ad provider Ingenio, found that 26 percent of the 4,123 adult respondents reacted favorably to the idea of search-based mobile marketing. However, there was also some approval of audio ads that would play while the caller is waiting for another party to answer, said Ingenio. It said 21 percent of those surveyed had a positive response to that idea.
[ClickZNews, Posted June 26, 2007]
Startup Combines Craigslist, YouTube - RealPeopleRealStuff.com is a new startup that combines online classified ads with web-based video - it's Craigslist meets YouTube, reports Springwise. Click on the link above to read more, or visit http://www.realpeoplerealstuff.com/.
[MarketingVox, Posted June 26, 2007]
Networks, Studios Open up on Online Budgeting - The TV and movie divisions of NBC Universal, as well as the Scripps Network, have opened up about how much of their budget is spent online, reports MediaPost. As it stands, the interactive budget for some news and cable components of NBC is about 25 to 35 percent. Last year it was just 15 percent. More importantly, the thinking toward online executions has shifted from trying to recreate mass reach to focusing on building niche, passionate audiences.
[MarketingVox, Posted June 25, 2007]
Free Ad Server Launched for Online Publishers - Publishers may find a new offering from Exponential Interactive, the parent company of Tribal Fusion, very intriguing. It's a free ad server that offers support for third-party relationships, several targeting abilities and the ability to give some campaigns priority over others.
[BizReport, Posted June 21, 2007]
The Internet As a Trip Starting Point - Roughly a quarter of US Internet users traveled on a commercial airline or booked a hotel in both 2005 and 2006, according to PhoCusWright's "Consumer Travel Trends Survey Ninth Edition." Yet the proportion of people doing these things fell by a percentage point between 2005 and 2006. With the number of Internet-using travelers steady, will competition for their attention increase?
[eMarketer, Posted June 20, 2007]
Agency's Cure for the Summertime Blues - By the time this column publishes, I will have embarked on my summer vacation. With most of my staff and clients successively following suit, I started thinking: is summer typically a lull time for agencies? Of course, the answer largely depends on the clients the agency services, but certainly summer vacations of client decision-makers coupled with softer consumer buying patterns may reduce the sense of urgency to get things done. With that in mind, here are a few items to consider through the summer months.
[ClickZNews, Posted June 19, 2007]
Teens Both Fickle about and Obsessed with Brands - Teens love brands –
46% say they are loyal to the brands they really like - but more than half say brands “are created by marketers just to get more money,” according to a Teen + Brands study by Viacom’s The N channel, reports BrandWeek. The study tested 47 brands, finding that Apple’s iPod is the brand “absolutely essential to teens.” Other brands that define the current teen generation include American Eagle Outfitters, Axe, Baby Phat, Facebook, Google, Hollister Co., MTV, MySpace, Vans and YouTube.
[via MarketingVOX, Posted June 18, 2007]
The Behaviorally Targeted Ad Audience: Is Your Campaign Too Finely Targeted? - Consumers like the idea of getting relevant ads tailored to their interests - at least online. In a study published in January 2007 by ChoiceStream, 70% of respondents said they were interested in receiving personalized advertising via the Internet. That was more than those who wanted such ads delivered to their TVs, and far more than those who were interested in personalized mobile phone ads.
[eMarketer, Posted June 18, 2007]
Hitwise Lists The Drudge Report Among Top News and Media Sites –
The following report lists the most popular Web sites in terms of visits and search terms for the week ending 06/16/2007, that resulted in traffic to websites classified by Hitwise within the 'News and Media' industry.
[Hitwise Weekly Category Report, Week ending June 16, 2007. Link no loner available online.]
Father’s Day and Online Retail - US consumers will spend $9.9 billion on dads for Father's Day, according to the National Retail Federation's "2007 Father's Day Consumer Intentions and Actions Survey," conducted by BIGResearch from May 2-9, 2007. Average spending per person will total $98.34 in 2007, up from $88.80 in 2006. Men will spend an average of $100.72, compared with $96.09
on average for women.
[eMarketer, Posted June 15, 2007]
Richer Rich Media Ads and Video Boost Online Ad Performance - User engagement and interaction are significantly improved in ads that leverage video and “richer” rich media compared with GIF and simple Flash rich media advertisements, according to a rich media study conducted by InsightExpress and commissioned by Viewpoint Corporation.
[Marketingcharts.com, Posted June 15, 2007]
When The Only Phone Is Mobile - Over half of US adults who only use a mobile phone are younger than 30, according to a Harris Interactive study conducted between October and December 2006. In fact, a third of 18-to-29-year-olds use only a mobile phone or the Internet for their calls.
[eMarketer, Posted June 14, 2007]
Higher Conversion Rates When Ads Viewed Across Multiple Sites - Advertising overlap on multiple sites has a significant impact on consumer conversions, according to “How Overlap Impacts Reach, Frequency and Conversions,” a study by aQuantive’s Atlas Institute. The study finds that consumers are more likely to convert after viewing ads on multiple websites, therefore it would be more accurate for marketers to attribute conversions to a full set of impressions and/or clicks rather than the current industry standard of attributing all online conversions to the last impression (or last “click”), according to Atlas.
[Marketingcharts.com, Posted June 12, 2007]
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Archived articles 2007
