Resource Center - December 2007
MLB Scandal Threatens Endorsements
The media have compared the crisis over alleged steroid use by Major League Baseball players to the so-called Black Sox scandal, in which eight members of the Chicago White Sox were banished from the game for allegedly throwing the 1919 World Series. There is symbiosis between corporate America and professional sports, as evidenced by sponsorship revenue. The IEG "Sponsorship Report" noted that US pro sport sponsorship revenues showed robust growth in the past two years, from $1.5 billion in 2005 to $2.1 billion in 2007.
[eMarketer, Posted December 21, 2007]
Small Businesses Love Online, but Rely on Traditional Advertising
Most small businesses still see print Yellow Pages advertising as the most effective way to generate sales leads. Nonetheless, many are also eager to integrate effective internet options into their marketing approach, according to a new survey of 1,000 small businesses, writes MarketingCharts.
[MarketingVOX, Posted December 20, 2007]
Social Media Future Bright, Challenging
Social media applications will attract over one billion broadband users within five years, according to Strategy Analytics' "The People's Revolution: Implications of Web 2.0 and Social Media Applications" report.
It is usually a great thing to be able to use the word "billion" in a forecast. Yet Strategy Analytics said that real pitfalls could ruin business prospects for some social networks.
[eMarketer, Posted December 19, 2007]
Industry Buzz and Snippets: 12/18/07
[MarketingVOX, Posted December 18, 2007]
Stories of the Year
[Ad Age, Posted December 17, 2007]
The Promise of Social Network Advertising
Social networking is an Internet success story. This year, 37% of the US adult Internet population used online social networking at least once a month. That figure will rise to 49% in 2011.
[eMarketer, Posted December 14, 2007]
Higher E-Mail Ad Spending Hits Hurdles
US spending on e-mail advertising will grow to $2 billion by 2012 from $1.2 billion in 2007, according to JupiterResearch data presented at MediaPost's E-mail Insider Summit. JupiterResearch estimated that about one-quarter of e-mail delivered to users' main inboxes is now opt-in.
"There's less junk, but there's still as much email--we're competing with other legitimate marketers," said David Daniels, vice president of JupiterResearch, speaking to the e-mail marketers in the audience.
[eMarketer, Posted December 13, 2007]
Click Fraud Up, Researcher Says
More than one out of four clicks on ads on content networks like Google's AdSense and the Yahoo! Publisher Network was fraudulent in the third quarter of 2007, according to Click Forensics data cited in a MediaPost article. Click Forensics said that overall click fraud grew by less than 1%, but that click fraud on the content networks was 28.1%. That is up 10% versus 2006.
[eMarketer, Posted December 11, 2007]
An A&E Billboard 'Whispers' a Spooky Message Audible Only in Your Head in Push to Promote Its New 'Paranormal' Program
New Yorker Alison Wilson was walking down Prince Street in SoHo last week when she heard a woman's voice right in her ear asking, "Who's there? Who's there?" She looked around to find no one in her immediate surroundings. Then the voice said, "It's not your imagination." Indeed it isn't. It's an ad for "Paranormal State," a ghost-themed series premiering on A&E this week. The billboard uses technology manufactured by Holosonic that transmits an "audio spotlight" from a rooftop speaker so that the sound is contained within your cranium. The technology, ideal for museums and libraries or environments that require a quiet atmosphere for isolated audio slideshows, has rarely been used on such a scale before. For random passersby and residents who have to walk unwittingly through the area where the voice will penetrate their inner peace, it's another story.
[Ad Age Daily, Posted December 10, 2007]
Political Campaign Spend to Reach All-Time High of $4.5B in '08
Political campaign spending on advertising media and marketing services is expected to rocket to an all-time high of $4.5 billion in the 2008 election cycle. The figure will be driven by an acrimonious political environment, record fundraising and the high number of presidential candidates, writes MarketingCharts, citing a preliminary forecast by PQ Media. Total political media spend in the 2008 election cycle, including all nine advertising and marketing communications segments used for this purpose, is expected to be 43.3 percent more than in the 2006 cycle and is projected to soar 64.1 percent over the 2004 election, the previous presidential campaign year.
[MarketingVOX, Posted December 7, 2007]
Nielsen: Young People Don't Watch TV on TV
A new report from Nielsen shows young adults are increasingly watching TV at times other than their original broadcasts — on devices that aren't TVs, reports Mediaweek. 56 percent of those studied, ages 18-34, say they catch up on missed episodes of a show online, on portable devices or using a DVR. Only 21 percent of those over 55 said they would use non-traditional platforms to watch missed shows, with 55 percent saying they would just wait for a rerun.
[MarketingVOX, Posted December 5, 2007]
Word of Mouth for the Masses
Word of mouth is not limited to cutting-edge influential consumers. The majority of consumers give and get perspective on purchases, according to Forrester Research's "NACTAS Benchmark Survey."
Six in 10 US consumers surveyed said they shared product advice with family and friends. "Four in 10 consumers neither give nor receive advice, and 6% receive advice only," said Lisa Bradner, analyst at Forrester. "The rest are actively involved in generating and sharing buzz."
[eMarketer, Posted December 5, 2007]
Highest Spend Ever For Cyber Monday
US online shoppers spent $733 million on the Monday after Thanksgiving, aka Cyber Monday, according to comScore data.
ComScore said that was up more than 20% over 2006, and 84% over the average daily online spending totals during the preceding four weeks.
[eMarketer, Posted December 3, 2007]
Internet Advertising Revenues in Q3 ’07 Surpass $5.2 Billion, Setting New High
The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC) announced that Internet advertising revenues exceeded $5.2 billion for the third quarter of 2007, representing yet another historic high for a quarter and a $1.1 billion increase, or 25.3 percent, over Q3 2006. The results, published in the IAB Internet Advertising Revenue Report, are nearly 3 percent higher than Q2 2007, itself the last record-setting quarter. All three quarters in 2007 have set new highsQ1 at $4.9 billion, Q2 at $5.1 billion, and now Q3 at $5.2 billon. Revenues for the first nine months of 2007 totaled $15.2 billion, up nearly 26 percent over the $12.1 billion recorded during the first nine months of 2006.
[IAB Informer, December 2007 Edition]
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