Web video ads are annoying and repetitive. Here's how to fix them.
Tag: online advertising
A confidential, seven-page Google Inc. "vision statement" shows the information-age giant in a deep round of soul-searching over a basic question: How far should it go in profiting from its crown jewels—the vast trove of data it possesses about people's activities?
Business is moving fast and furious -- which is great, but I keep hearing and reading about two general overarching themes that are going to collide and change how we manage our business. We are globally climbing out of a recession and now budgets are returning. This growth is in stark contrast to a lot of other industries, which we should all be thankful for, but this growth creates opportunities and is theme one. According to MAGNAGLOBAL, paid search leads global online advertising, representing "49% of total revenues," a trend that could continue for the next five years. Beyond search, MAGNAGLOBAL claims "online advertising [overall] will rise by 12.4% in constant currency terms during 2010, to $61.0 billion dollars globally.
AOL has unveiled Advertising.com Ad Desk, a new campaign management platform aimed at mid-size agencies and advertisers. The new Ad Desk will allow display advertisers to take a more active role in their online ad campaigns. They’ll be able to access information (such as demographics and audience size) on AOL’s various properties, and make decisions on how and when campaigns should run -- without having to go through AOL’s own sales force.
To celebrate the release of Engage!, I was recently asked to share my thoughts on how social media impacts the advertising landscape for the current issue of Winning the Web, a popular magazine related to Web marketing. While the discussion opens with a review of the state and future of online advertising, the discussion also looks at the overall tectonic shift in new media and the profound opportunities that are unfolding.
A recent post by Jan Chipcase got us thinking about the implications of Facebook’s ad platform on the future of online advertising. Jan makes a strong point that making the creation of a targeted digital ad accessible to a mass audience will ultimately make advertising more simple and effective by educating a large audience on how targeting, measurement and costing of an online ad works. The increased transparency of the process exposes the value models of advertisers and media platforms to an audience that may have previously only been on the receiving end of advertising. Given its increasingly vast penetration, Facebook is arguably one of the best media platforms to mainstream online advertising.
A year ago, it looked as if the Internet would find itself in Washington's crosshairs. A new Democratic administration was moving into the White House with a huge majority in Congress. A reckless Wall Street was blamed by many Americans for nearly destroying the economy. Regulation was hot. And besides, in the minds of many lawmakers, the Web was full of shady crooks and needed policing. These days, fears of heavy regulation have abated somewhat, as the online ad market bounces back from a brutal recession, and lawmakers continue to be distracted by bank failures, wars and healthcare legislation.
With the Super Bowl yesterday came the time-honored Super Bowl commercials, each costing $2.5 million for a 30-second spot. Even Google got in on the game with its first ever spot receiving rave reviews (although the commercial wasn’t new). But which commercials went beyond TV to score on the Web? Reprise Media released a report that ranks Super Bowl advertisers based on the level of integration between their television commercials and presence on the web in terms of search and social media. According to Reprise’s scorecard, Boost Mobile, Home Away,E*Trade and Google were the marketing standouts out of last night’s commercials.
It's bad creative that makes online advertising ineffective, so stop obsessing over targeting and placements, according to a study from online-ad-research group Dynamic Logic. After analyzing the highest and lowest performers from its database of more than 170,000 online ads, the Millward Brown company determined that creative factors such as persistent branding, strong calls to action and even human faces -- and not super-targeted or high-profile ad placements -- make for better ad recall, brand awareness and purchase intent.
Exposure to online media, including a brand's Web site and online ads, had a significant positive lift on a treatment's awareness and favorability, according to comScore's third annual study, "Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry." The results also showed that visitation to a brand's website generated significant levels of incremental new patient "starts" and refills. The study, performed in conjunction with pharmaceutical marketing consultancy Evolution Road, evaluated the impact of various online marketing activities including banner ads, rich media, search marketing and visits to a brand website on a pharmaceutical brand's awareness, favorability and sales results among both patients and prospects.
According to the Google Keyword Tool,there were 7.5 million broad match searches on the term ‘soap’ in September. Granted that some of the searches are related to “soap operas” rather than cleansing soaps, there are still quite a few people searching for the term. CPG companies are fueling this growth in search with increased investment in online advertising. In fact, according to TNS, one of the leading soap brands Dove spent nearly $5MM on online display advertising during the first half of this year. This investment is significantly greater than that of rival brands Softsoap and Olay. Due in part to their investment in online advertising, Compete’s data shows that site traffic to Dove.com are multiples greater than its competitors.
There is a big shift underway in Internet advertising. How consumers interact with Web ads, how marketers buy them, and how the success of these ads is measured is about to change. Matt D'Ercole, an executive creative director at Digitas New York, a unit of Publicis, tells us what he sees in store for the future of online advertising.
Google Inc., a champion of the belief that advertising should be less about art and more about science, is embracing its inner creative side. As it searches for new growth, the company in recent months has focused more on creating custom ad campaigns spanning multiple Google services for big spenders including Hewlett-Packard Co. and Ford Motor Co. Since the summer, Google has helped J.C. Penney Co. and PepsiCo Inc.'s Quaker Oats unit launch ad campaigns on YouTube and on some of the hundreds of thousands of sites across which Google sells display ads, along with search ads.
It's time for online marketers to forgo click-through rates for a better measure of success, according to new data from comScore in conjunction with media agency Starcom USA and behavioral targeting firm Tacoda. Indeed, the number of people who click on display ads in a month has fallen, from 32% of Web users in July 2007 to only 16% in March 2009. Worse still, an even smaller core of consumers -- representing just 8% of the Internet user base -- accounts for the vast majority, or 85%, of all clicks.
Federated Media Publishing is rolling out Ad Stamp, a new option for marketers that combines two of the industry's largest ad units with a companion banner piping and social media content. The FM network now offers a large "pushdown" ad -- rolled out recently by members of the Online Publishers Association -- at the top of Web pages that expands to 970-by-418 pixels before collapsing to 970-by-60. On the right side of pages, FM will place a 300-by-600 "tower." FM, which runs campaigns on top blogs like Boing Boing, has added a social touch to the package with a 300-by-250 pixel "conversationalist" placement at the bottom of pages to pull in brand-related feeds that can include blog posts, Tweets and options for friending the advertised products and services on Facebook or following them on Twitter.
I’m well aware that I have been painting myself in a corner - or rather, I fear that media and journalism are: I’ve been arguing that charging for content online - news content - is futile and that print as a vehicle for advertising and a source of profit is unsustainable. Thus, online advertising is our only hope. But advertising will decline. For I’ve also been saying that the internet enables direct relationships among companies and customers: Your product is your ad and customer your ad agency. It’s only when that doesn’t work that you need to advertise. Advertising is failure. Welcome to the chaos scenario.
Marketers hope social networkers will watch--and share--Internet ads.
We're not convinced the best way newspaper companies such as Hearst, McClatchy and A.H. Belo can serve their various private and public shareholders is to try and win the online advertising game.
After a great conversation with Mike Barbeau, who has spent his career on the agency side and is now head of account strategy for SocialVibe, I am sold on engagement as a key metric for buying and selling branding online. Given the proper definition and standardization, engagement can provide the right baseline for marketers to plan, buy and measure brand campaigns online. But there is work to be done.
The tagline for this year's Interactive Advertising Bureau annual meeting is "Brands Battle Back." But Tuesday morning's theme might have been "Revenge of the Tech Guys." After several days of debating the merits of art versus science in the online ad industry -- during which the ad network side of the business took a consistent pounding -- Google stood up in support of technologists.
The Federal Trade Commission seemed to give a major victory to marketers today when it confirmed it will let them self-regulate behavioral-marketing privacy issues in cyberspace, rather than introduce government regulation. It also narrowed the scope of advertising that will face regulation.
In the current economic climate, we all have a craving for comfort foods. And in digital marketing, Google AdWords is everyone's favorite comfort food. But with everyone focusing on AdWords, how can marketers differentiate themselves? One way is through contextual advertising platforms, which offer marketers opportunities to engage with prospects while they are reading content on a Web page.
Benjamin Palmer looks nothing like a corporate savior. His skin is wan, his hair greasy, like he's been up all night, every night. Yet, Palmer, thirty-four, is the hipster geek large companies like Nike, HP, Mars, and Volkswagen call when they need to figure out how to talk to the kids. He knows how it works--both technically and upon us. So companies come to him and ask a simple question: How can you use the Internet to transform us?
Online advertisers are not lacking in choices: They can display their ads in any color, on any site, with any message, to any audience, with any image. Skip to next paragraph. Now, a new breed of companies is trying to tackle all of those options and determine what ad works for a specific audience.