- Online Marketing
There is never a bad time to start looking at display advertising online to replace some or all of your creative marketing efforts, but earlier is certainly better than later. This is an article from Nielsen ratings talking directly about the topic that TV, Radio, and Newspaper don’t want you to hear about
ONLINE advertising display revenues could jump by as much as $150 million this year following the appointment of The Nielsen Company yesterday as sole preferred supplier of website audience measurement data — the equivalent of TV ratings for the web.
Universal McCann chief Mat Baxter estimated online display revenue, which last year grew at 22 per cent to $605m, could be boosted by 5 percentage points — worth $20m — as a result of internet publishers adopting a uniform audience measurement currency.
He said the biggest uplift would occur in online video advertising, particularly the websites of the big TV networks, which allowed people to watch some of their shows online.
The new data means online advertising audiences, to be measured in people rather than computer browsers, will be comparable with confidence with those of other media.
“I do think it will be the case that advertisers will spend more money online,” Mr Baxter said.
This is a great article about the usage of mobile media in your marketing plan. If you are a new business, or have been in business for decades, the next marketing meeting needs to have the mobile topic addressed.
Mobile marketing is proving to be a viable sales channel for retailers. In fact, all merchants, including wholesalers and manufacturers, might want to consider putting mobile in their current marketing mix. Many companies have reported high click-through rates and good ROI with mobile campaigns on Google AdWords. In addition to the location-based targeting campaigns used by food and entertainment businesses, there have also been many successful m-commerce sales campaigns.
Consumers are using mobile devices for shopping, finding entertainment and many other activities on the go. Smartphones have fundamentally changed consumer mobile behavior by providing a broad range of media options. They can use email, browse the web and use apps to engage in various activities by simply grabbing a phone from their pocket or purse. The growing consumer adoption rate of mobile devices has changed mobile marketing, and this trend continues to add opportunity and extended reach for marketers. In a January report on 2011 Mobile Trends, Forrester reported the following trends.
Marketers will question the value of creating mobile apps. While mobile apps were big in 2010, consumers are deleting them shortly after download since many apps provide little utility and clutter up the phone deck. Some apps like The Weather Channel and navigation apps will survive, but most branded apps will start disappearing. The success metric for apps will shift from the number of downloads to the number of active users. Since apps are expensive to produce and market, while sometimes providing questionable value, brands will focus on providing the best mobile user experience in terms of immediacy, context and simplicity.
Search and display bring distinct strengths to the marketing table and typically complement each other. Too often, though, separate, siloed groups within companies buy and measure the two interactive ad formats. Integrating search and display can bring greater efficiency and greater understanding of how well marketing efforts are working.
Tools for integrating display and search into holistic campaigns, such as attribution modeling, offer marketers detailed pictures of their work, which can yield more efficient and effective results.
“Most conversions occur as the result of long-term, complex interactions among a variety of ads and marketing channels,” said David Hallerman, eMarketer principal analyst and author of the new report, “Integrating Search and Display: Tactics for More Effective Advertising.” “However, even after years of research, some marketers still give more weight to the consumer’s last click—often on search results, both ads and organic listings—than any other step in the purchase funnel leading to conversion.”
Such an assessment fails to account for how earlier exposure to display ads may have boosted search performance. Research from iProspect and comScore demonstrates how search and display together enhanced unaided brand recall among the exposed group. In contrast, display or search alone had little or no effect on recall.