According to a new study from comScore and Pretarget, ad viewability and hover time are more strongly correlated with conversions (defined as purchases and requests for information) than clicks or total impressions. Pretarget Founder Keith Pieper opines “Your ad being seen matters more than your ad being clicked… what good is an ad that can’t be seen… It’s intuitive that… someone hovering and engaging with an ad might convert, even absent a click… “ The study analyzed 263 million impressions over nine months across 18 advertisers in numerous verticals. The study used used:
In 2009, comScore and Starcom produced a joint study of clickers that concluded 8 percent of the Internet audience is responsible for 85 percent of the clicks.
This report elicits an examination of your frequent clickers and whether they are the audience your brand is looking to reach. This is fundamentally important to consider before selecting click-through rate (CTR) as a campaign metric.
Search Engine Watch
Every week we hear about or read another “PPC wish list” that outlines all of the features that Google AdWords, Microsoft adCenter or even Facebook should build into their respective advertising platforms. Each list builds on the last as PPC managers the world over desperately try to improve functionality and reporting capabilities. Typically, these platitudes fall on seemingly deaf ears.
List growth is a perennial top priority for email marketers. Today, it’s even more important to grow your list with quality sales leads to keep your messages in your readers’ priority inboxes and to lessen the risk that an ISP will block your messages because of outdated, nonfunctioning, or bogus email addresses.
IDG news release
FRAMINGHAM, Mass.–IDG now offers tech marketers in the US the ability to exclusively target the world’s largest multinational public companies with high-volume online ad inventory and obtain qualified leads. The IDG Target Account 360 (TA360) program harnesses the collective reach, audiences, and databases of IDG’s US media websites including CIO, CSO, Computerworld, InfoWorld, ITworld, Network World, PCWorld, and Macworld. TA360 includes audiences from the IDG TechNetwork, an ad network and exchange, and IDG Connect’s database of IT buyers.
TA360 focuses on public listings of the world’s 2,000 largest companies as compiled by Forbes magazine. With the TA360 program, marketers will be able to present ads based on the IP addresses of those companies as employees visit IDG media sites and sites in the IDG TechNetwork. The TA360 program runs for three months and will be limited to four campaigns at any one time, preserving the exclusivity of this premium marketing program.