Marketers should not overlook traditional marketing in the rush to become digital-led businesses as the majority of consumers currently find brands’ online efforts ‘annoying’, ‘invasive’’ and ‘distractive’, a report suggests. Adobe’s “Click Here: State of Online Advertising” study found consumers still prefer “old school” – print, TV, outdoor – advertising to newer online channels, suggesting brands have “a lot of work to do” to capture consumer attention in the digital world.
Print magazines were voted the most popular advertising medium (39 per cent of the poll) in the UK, ahead of TV ads (23 per cent) and websites (12 per cent).
The popularity of print magazines seems to be at odds with where marketers are placing their spend. Ad expenditure on print magazine brands fell 9.4 per cent year on year in 2012 to £1.1bn, according to the latest quarterly AA/Warc report. “Internet spend” – which excludes digital ad spend on news and magazine brands – grew 13.2 per cent year on year at £5.2bn.
Some seven in 10 consumers (70 per cent) said they thought TV ads are “more important” than online ads, particularly those from John Lewis and Guinness. Read more
The most popular marketing tactics used by B2B companies are digital, according to [pdf] a survey released in July 2012 by Sagefrog Marketing Group. When asked which of 16 common marketing tactics they use, 94% of B2B marketers pointed to websites, followed by email (76%), social media (68%), and SEO (58%). More traditional tactics such as direct marketing (48%), tradeshows (46%), seminars (44%), and print ads (35%) appeared further down the list, though they are more popular than search engine marketing (30%), webinars (26%), and online ads (25%).
Google has stepped up efforts to re-engineer systems that plan, buy, sell and deliver online ads. Neal Mohan, Google VP of display ads, said the platform will help make that transformation at a customer conference on Tuesday. The DoubleClick ad platform upgrade, once known as DoubleClick for Advertisers, ties together technologies that large advertisers and agencies use to buy digital media. It claims to improve on several core Google components, including Invite Media rebuilt on the Google stack, rebranded DoubleClick Digital Marketing Bid Manager and DoubleClick Search.
Wall Street Journal, 12/20/10
This year, for the first time, advertisers will have spent more on Internet ads than on print newspaper ads, according to new estimates from eMarketer.
The digital-marketing research firm says U.S. spending on online ads will hit $25.8 billion, surpassing the $22.8 billion spent on print ads in newspapers.
A majority of Americans say they ignore Internet ads — far more than television, radio and newspaper ads.
Some 63% of consumers say they tend to ignore or disregard all Internet ads. Among this group, 43% say they don’t pay attention to banner ads and 20% ignore search ads. The research was produced by AdweekMedia/Harris Poll, from a recent online survey done by Harris Interactive.
Stabilizing, but there’s more to performance
One of online marketers’ simplest metrics to keep track of, the clickthrough rate, has been in decline for years. As many recognize the importance of other measures in determining the success of online campaigns in attempts to capture the branding as well as the direct-response effects of advertisements, fewer and fewer web users were clicking on fewer and fewer ads.
Based on longitudinal data from digital ad solutions provider MediaMind, however, that decline appears to have stopped. The company’s analysis of data from July 2006 through July 2010 shows that annual average click rates have plateaued, at 0.09%.
Talk about the power of presence: Mere exposure to online advertising–organic search results, paid search results, and online display ads–drives brand favorability and purchase behavior, even when users don’t click on them, according to iProspect’s “Real Branding Implications of Digital Media–an SEM, SEO, & Online Display Advertising Study.” More encouraging news: The study also shows exposure nearly doubles Internet users’ likelihood to visit a Web site in the future.
Specifically, paid search has the greatest impact on brand favorability, both in isolation and in combination with other digital media types, reveals the study, which spanned 15 brands across five vertical industries: retail, insurance, banking/financial services, software, and hotels. Alone, paid search impressions create the greatest lift (28%) overall. However, when combined with organic search impressions, the organic-paid search duo boosts this metric to 40 percent.
The Online Publishers Association (OPA) Tuesday plans to release a study, “Biometric Evaluation: Assessing the Effectiveness of the OPA Ad Unit,” to determine if the units released last year generate an emotional response.
The study found that during the first 10 seconds, searchers experience the same emotional response with the OPA ad units as they do with other elements on the Web page. Seventy-three percent of study participants looking at the OPA ad units after the first 10 seconds generate a stronger emotional response to the ads compared with the rest of the content on the page. On average, the response proved favorable. Those participating rated an average likeability rating of 6.3 out of 9.