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Traditional banner ads ‘not up to standard’, say consumers

September 20th, 2012

BizReport

Rich media ads are three times more effective, according to Adform’s latest Quarterly Media Barometer report, as Internet users become ‘desensitized’ to traditional display ad formats. Adform’s latest report analyzed over 90 billion ad impressions across 18 countries. It revealed that Internet users are three times more likely to click on a rich media ad than traditional banner ads.

Between the first and second quarters of this year, the time consumers spent engaging with rich media ads went up by a massive 74%. At the same time, online video advertising playtime increased by 6%. To increase interaction with online campaigns, advertisers much recognize the importance of rich media and realize that traditional banner ads are considered by users to be old-hat and ‘not up to standard’.

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Categories: Advertising & Marketing News, Advertising & Marketing Research, Innovation News, Innovation Research | Tags: , , , , , , , , , , , , , , , , , , , , , , , ,

Digital + Traditional = Unified Marketing

July 19th, 2012

MediaPost

According to a study by the Association of National Advertisers released in July 2012, the top concern of digital marketers is return on investment (ROI). Nearly two-thirds cited their inability to prove ROI in “new media platforms” as the main factor holding back greater investment in it, followed by having the right metrics to determine marketing mix across traditional and digital channels, and the lack of understanding of digital among management and key personnel. So, we continue to refer to digital vs. traditional channels and tactics. And there was good reason for this up till now. Digital was only just a tiny portion of the ad spend. And the metrics were entirely different.

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Categories: Advertising & Marketing Research, Digital Media Research | Tags: , , , , , , , , , , , , , , , ,

Marketers Continue to Expand Digital Budgets, but Growth Is Slowing – Web development, online advertising gain prominence in the digital realm

July 10th, 2012

eMarketer

Marketing dollars are continuing an inexorable march toward digital. eMarketer estimates that US online ad spending will hit $39.5 billion in 2012 before climbing to $62 billion by 2016. However, online ad spending growth is set to decline over the same time period, dropping from 23.3% in 2012 to 7.8% in 2016. Data from a May 2012 survey of senior-level marketers and agency principals by business development company RSW/US corresponded with those projections. The survey found that 57% of respondents said that 30% or more of their budget had shifted from traditional media to digital over the past three years. Back in 2009, 67% said that at least 30% of their budget had shifted, indicating a slowdown in the move to digital over the past few years.

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Categories: Digital Media News, Digital Media Research | Tags: , , , , , , , , , , , , , , , , , , , , , ,

Marketers Shifting Ad Spend Mix to Digital Media

June 14th, 2012

Marketing Charts

Almost 3 in 10 marketers say they have shifted at least half of their marketing spending from traditional to digital advertising over the past 3 years, according to June 2012 survey results from RSW/US. The data also shows that 2 in 3 have moved at least 30% of their budgets from traditional to digital, while just 4% have not changed their spending mix. These findings align closely with March 2012 results from a DataXu survey, which found about one-third of CMOs saying that more than half of their budgets have shifted from traditional to digital marketing in the past year, with an additional 23% reporting a shift of between 26% and 50% to digital.

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Categories: Advertising & Marketing News, Advertising & Marketing Research | Tags: , , , , , , , , , , , , , , , , , , , , , , , , ,

What’s the Biggest Myth About Online Advertising?

May 25th, 2012

Digiday 

Earlier this week, Digiday highlighted a post from ComScore’s Kirby Winfield listing his top myths of online advertising. It inspired us to ask other industry leaders for their top myths. Judging from the replies, it’s time to stop calling banners and clicks worthless, start questioning how new “native advertising” is, and acting like digital is going to take over from traditional media. Please add your own myths in the comments.

Ian Schafer, CEO, Deep Focus @ischafer
Online advertising is filled with more myths than Thor’s Kindle. But the one that’s captured my fancy recently is the myth of the Newfront. The TV upfronts are meant to create a competitive marketplace for brands to synchronously reach large audiences with scarce, premium inventory. Online video is delivered asynchronously, with no track record of being able to produce “hits.” Most video ad dollars are spent placing ads around content which is neither scarce nor “premium.” The online video market has grown because of its ability to remove friction from the buying process. The industry is not mature enough for friction to result in premium pricing. Close, but not yet. We’ll need bigger distribution for that. I buy the concept of the Newfront as a content showcase. But not a competitive marketplace. For now, when there are “premium dollars” spent on online video, they will flow into real innovation where quality content (creators), reach (networks), and deep engagement (platforms) combine. That will scarcely happen, but when it does, it will have the potential to change the way advertisers look at their TV and online buys.

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Categories: Digital Media Blog | Tags: , , , , , , , , , , , , , , , , , , , , , ,

24/7 Global Execs Voracious Media Users

April 2nd, 2012

MediaPost

According to the Doremus and the Financial Times Q4 2011 Decision Dynamics online survey, global executives have an insatiable appetite for information. At any given time of day, they are using multiple forms of media, both traditional and new, to stay informed.

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Categories: Digital Media News, Digital Media Research | Tags: , , , , , , , , ,

Traditional Media Is Social’s “Rock in the Pond”

November 3rd, 2011

MediaBizBloggers

Imagine you have an important marketing investment decision to make, and you have what you think is clear and compelling evidence. Then, you subsequently learn that in fact you are overestimating the impact of your investment by as much as 40%. You’d be pretty upset.

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Categories: Social Media Blog, Social Media News | Tags: , , , , ,

Agencies Report Clients Still Increasing Focus on Digital Online advertising becoming as important as spot TV

October 28th, 2011

eMarketer

There’s no longer any question that digital has a seat at the advertising table, although the dollars spent there don’t yet compare to the money spent on traditional media like television.

According to Q3 2011 research from media buying solutions provider STRATA, clients are becoming just as focused on digital media as they are on spot TV. US ad agencies reported 34% of clients were thinking most about online advertising in Q3, compared with 24% the previous quarter. Meanwhile, the number of clients whose primary focus was on spot TV dropped from 41% to an almost-even 35%.

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Categories: Digital Media News, Digital Media Research | Tags: , , , , , , , , , , , , , , ,

Traditional Media Ad Spending Plateaus

May 20th, 2011

eMarketer

Spending will dip again this year after an uptick in 2010

After plunging by 18.5% in 2009, ad spending on traditional media is on a slow rebound. eMarketer estimates spending was up 2.1% in 2010, to $127.2 billion.

But rather than making a true recovery, spending will seesaw in coming years, hovering under $130 billion through 2015—far from the $165.94 billion recorded in 2007 on the eve of the recent recession. Read more

Categories: Advertising & Marketing News | Tags: , , , , , , , ,

Publishers Build Out Digital Marketing Services

May 13th, 2011

ClickZ

If everyone’s a publisher – from solo bloggers to Fortune 500 companies that maintain YouTube channels, mobile apps, and Facebook Pages – where does that leave traditional publishers?

Publishers have been forced to supplement traditional media sales with more advanced services, including interactive marketing strategies and technologies – or risk becoming obsolete.

Over the past year, publishers have invested millions of dollars to acquire interactive agencies and expand in-house marketing and technology teams. The services they offer run the gamut: developing custom ads, building apps for mobile devices, optimizing sites for search engines, and even managing social media communications. Read more

Categories: Digital Media News | Tags: , , , , , , , , , , , , , , ,