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Digital Tactics Most Popular For B2B Marketing

July 27th, 2012

Marketing Charts

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%).

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DoubleClick Reaches For Total Online Advertising Funnel

June 5th, 2012

MediaPost

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.

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Online Ads Pull Ahead of Newspapers

December 20th, 2010

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.

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Americans Ignore Internet Ads Far More Than TV

December 3rd, 2010

MediaPost, 12/3/10

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.

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Growing Google Gap in Net Revs

November 18th, 2010

Digiday, 11/18/10

For future ease of reference, let’s call it the “Google gap.” Even with half of all online ad revenues in its coffers, Google still gained a substantial share of online ad dollars in the third quarter. That’s the conclusion of Internet financial analyst Stifel Nicolaus in reaction to third quarter online revenues reported by the Internet Advertising Bureau yesterday. Analyst Jordan Rohan concluded, “The net is that Google receives over $0.50 of every $1.00 spent on advertising online in the U.S., based on IAB total market estimates.”

Google U.S. ad revenue increased by around $700 million from the 2009 quarter to the one reported yesterday, also accounting for three-fourths of the gain in overall IAB revenue. So, while the news sounded good for the industry as a whole – year-over-year growth in online ad revenues accelerating to 17 percent in the quarter, up from 14% in the second quarter of this year, and revenues reached a record $6.4 billion, it’s a mixed bag, Stifel concluded, because of Google’s share.

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Have Click Rates Finally Stopped Declining?

November 16th, 2010

eMarketer, 11/16/10

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%.

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Click This! Study Shows Just Seeing Ads Drives Purchase Behavior

November 15th, 2010

cmo.com, 11/15/10

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.

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Web Awash in Ads as Supply Outstrips Demand

November 9th, 2010

Adweek, 11/9/10

The problem for Web publishers is a textbook case from Economics 101: Supply is far outstripping demand.

Lesson 1: U.S. ad impressions hit 1.3 trillion in the third quarter, a 22 percent increase from a year earlier, according to comScore.

The increase is a good news-bad news scenario. People are clearly spending more time online, but publishers are locked in an unsustainable arms race to eke out profitable businesses.

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Study: Do Online Ads Work?

November 2nd, 2010

MediaPost, 11/2/10

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.

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Report: Click Fraud Reaching New Heights

October 20th, 2010

MediaPost, 10/20/10

Advertisers waste millions of dollars on fake ad clicks, eroding the credibility of brands and throwing away budget dollars for invalid ads on Google, Microsoft and Yahoo. Click fraud for online advertisements rose to 22.3% in the third quarter, ending Sept. 30 — up from 14.1% during the year-ago quarter, according to a report released by Click Forensics Wednesday.

The countries outside North America with significant CPC traffic producing the greatest volume of click fraud in the third quarter were Japan, the Netherlands, the Philippines and China, respectively, Click Forensics reports. But startups like Irvine-based BlueCava have begun to develop technology to identify click fraud by identifying the devices that cause the fraudulent action.

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