Archive for the ‘Research and industry data’ Category

Yahoo credits display ad revenue

Friday, April 23rd, 2010
Yahoo CEO - Carol Bartz

Yahoo CEO - Carol Bartz (from MediaPost News)

As reported in MediaPost News, first-quarter 2010 earnings for Yahoo more than doubled last year’s earnings for the same time period.

Describing the quarter as “solid,” CEO Carol Bartz credited a 20 percent increase in display ad revenue for at least part of the rise. “Advertisers’ purse strings are starting to loosen up,” she said.

As those strings loosen and as data continues to demonstrate video ad campaign effectiveness, advertisers are shifting their online advertising dollars away from search and toward display advertising.

Read more: Google on the future of display ads.

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Video ad exposure drives brand engagement

Monday, April 19th, 2010

A recent .Fox Networks and comScore study shows that exposure to video and display ads, even without clicks, increases consumer:

  • Visits to advertiser websites.
  • Searches for advertiser trademarks.

Compared to consumers exposed to display ads, consumers exposed to video ads were 28 percent more likely to visit brand sites and twice as likely to conduct trademark searches.

This study, which examined 4 2009 campaigns that delivered 300 million impressions to UK Internet users:

  • Proves the value of the video advertising format.
  • Demonstrates how important it is to measure campaign effectiveness using behavioral metrics that go beyond clicks.

Download a PDF about the Value of the Mixpo Xspot.

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Google on the future of display ads

Monday, April 19th, 2010

In mid-March, Google began a series of posts on The Official Google Blog about the future of display advertising.

In the first post, Susan Wojcicki, vice president of product management, introduces the series by describing Google’s belief “that display advertising, as a category, can grow dramatically,” a belief that has spurred a number of Google acquisitions, including YouTube, DoubleClick, and Teracent, as well as the development of new and enhanced advertising technologies.

Wojcicki attributes the renaissance in display advertising to the evolution of display ads “from a series of simple, static images to the incredible creative units that we see today,” units that include complex animations, stunning videos, interactive and social elements, and more.

Google’s display ad investment is supported by 4th quarter 2009 online advertising data from comScore that shows display ad spending growing at 4 times the rate of search spending.

comScore’s Gian Fulgoni speculates that perhaps “the search industry has begun to reach maturity, pricing has become an issue for advertisers, or they realize that clicks on ads don’t produce relevant metric….”

Now is the time, as Wojcicki points out, for agencies, advertisers, and publishers to take advantage of technology that makes it easy to run media across the web at scale, create engaging ad formats, measure the impact of ad campaigns, and deliver relevant ads to the right audiences in real-time.

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Mixpo poised to move video ads forward

Monday, April 19th, 2010

In a post on the Marketing Channels – Video column at iMedia Connection, David Rossiter calls interactive video “a powerful beast.”

Interactivity, Rossiter says, “encourages consumers to get to know our products and services before they even reach our site.” Video “outperforms virtually all other ad formats in aiding brand awareness, online ad awareness, brand favorability, and purchase intent.” Combining interactivity and video is the “technological equivalent of selective breeding, with the result resembling a powerful beast that manifests all the best qualities and genetic traits of its pedigreed parents.”

Rossiter describes Mixpo as one of the specialized vendors who recognize the importance of interactive video and are “poised to help move it forward.”

Read Rossiter’s description of the Mixpo platform and learn more about dynamic video advertising.

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IAB Report: Robust growth of video advertising

Thursday, April 8th, 2010

“Digital media are now a core component of successful advertising and marketing campaigns,” commented Randall Rothenberg, President and CEO of the Interactive Advertising Bureau (IAB) on the release of the IAB’s 2009 Internet Advertising Revenue Report.

“As consumers spend more of their time immersed in digital media,” Rothenberg continued, “marketers are increasingly reaching them there—building brands online and making digital the central force in their cross-media strategies.”

In spite of a lackluster economy and a 3.4 percent decline in overall Internet advertising revenues from 2008, dollars spent on digital video advertising grew a robust 38 percent.

By combining the impact of television with the dynamic power of the web, online video advertising works.

Read the full IAB report.

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Synergy: TV + online more than sum of parts

Sunday, March 28th, 2010

Double an ad campaign’s brand and message recall without spending any additional money? Sounds like a snake oil sales pitch.

As the recent Yahoo Advertising Blog post called A Smarter Mix of TV and Online demonstrates, however, it’s anything but.

From 2004 to 2009, TV viewership remained flat. During that same time period, Internet usage among North American households increased 117 percent. By taking advantage of these trends, advertisers can increase a campaign’s reach while lowering the cost of reaching target audiences.

Based on its analysis of Nielsen IAG data, Yahoo uses an auto maker promoting a new hybrid vehicle as an example. By devoting its entire $10 million advertising budget to a TV campaign, the auto maker could reach 68 percent of its target market. By shifting just 10 percent of the $10 million from TV to online, the same advertiser could reach 70 percent of potential buyers at a $3K+ lower cost per point (CPP).

No snake oil there. Just a strategic allocation that builds on the synergy between TV and online.

Read more or learn how easy it can be to extend your TV campaigns to the internet.

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Conversion tracking for Xspots

Monday, November 30th, 2009

Publishers charge more to run online video ads than display ads. But, in many cases, video ad click-through rates (CTRs) are not substantially higher than display ad CTRs. Is the higher CPM cost worth it?

A June, 2009 DoubleClick research report, called The Brand Value of Rich Media and Video Ads, suggests a resounding Yes. Viewers exposed to rich media ads with video showed a 1.16% increase in purchase intent compared with only a .50% increase for viewers exposed to rich media ads without video.

But for many advertisers, recommendations based on cumulative research data simply aren’t compelling enough. They want to see concrete results based on their own ads for themselves.

That’s why, at Mixpo, we now offer advertisers an easy way to compare the number of conversions that result from a display ad versus an Xspot.

Advertisers can use the Mixpo platform to run a display ad and an Xspot simultaneously and track the number of people who visit a landing page after:

  • Opening the page where the online ad is embedded.
  • Viewing the online ad.

In addition, advertisers can compare what Aaron Reinitz, in Clicks, Cookies, Conversions, and Cough Drops, calls “intention metrics.”

Conversion tracking intention metrics

Conversion tracking intention metrics

For each type of online ad, advertisers can track visitors’ progress through the purchase funnel, from the landing page, through the purchase intent page, to the page where the final sale occurs.

This not only answers the question about which type of online ad drove more sales. It also generates valuable consumer insights and helps advertisers optimize their purchase processes.

Resolve the display ad versus Xspot controversy for yourself. Contact a customer service representative about running your own display-ad-versus-Xspot campaign.

More information

Mixpo subscribers can learn more about conversion tracking by visiting the Advanced page, and then clicking Track conversions resulting from an Xspot.

Didn’t know you could run display ads using the Mixpo platform? Visit the Create page, and then click Can I run a display ad using the Mixpo platform?.

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BIA Kelsey on Extending Local TV to the Web

Thursday, September 17th, 2009

According to a BIA/Kelsey Local Commerce Study, “The trend toward integrated campaigns running cross-platform is driving a lot of change both on the media planning/buying side and the media sales/marketing side.”

A lot of what’s driving this trend is the shift toward creating greater efficiency (leveraging existing TV creative) but also by solutions that make it easy to export TV spots to the web, as well as manage and monitor performance of those campaigns.

The opportunity to extend TV campaigns to the web bodes well for media companies and agencies alike that undoubtedly work together to deliver effective advertising for their clients. Now they can do it in a multi-platform way.

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The synergy between TV and the Web

Tuesday, September 15th, 2009

According to a recent Brightroll Report Q1 2009, when polling agency executives on their online advertising budgets, “the majority (71%) of survey participants also view online video advertising as a complementary medium to TV.”

Will all the emotive and brand building power TV advertising has, it’s not going away. The opportunity is to leverage that power and add to it by making it highly measurable, on the web.

This study is packed with interesting facts and insights, from how many respondents said they plan to spend more on online video advertising (87%) to where they are likely to purchase video ad inventory (51% said via publishers).

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A local sale still rules

Tuesday, September 15th, 2009

A lot is written about the promise of e-commerce, its hyper-growth rates, and ability enable any “garage-based” e-site to take advantage of the worldwide marketplace.

The reality comes from a 2008 US Department of Commerce study that cites “96%+ of all retain transactions occur in the local market rather than online.”

Total US Retails sales for fourth quarter, 2008 were estimated at $938.1 billion of which $31.9 billion was for US e-commerce retail.

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