Shopping search engine DealTime has released a ROI Tracker, a free tool for advertisers to track their conversion and sales metrics. The ROI Tracker gives three metrics: conversion-to-click ratios, conversion-to-sales ratios, and costs of sales (Internet News talks about it today). We can really say that search engine technology providers are really working hard to make people talk about them. There’s still a big business out there to be exploited. Search technology is particulary important to e-commerce web sites, and I believe it’s interesting to notice how search function efficiency is often underestimated by them or, at least, not considered as important as it should be. Adage talked also about the huge search engine business a couple of days ago. The focus in this case was on search engines and advertising, saying that Sponsored Internet search engine ads spurred more than $200 million in online travel sales and more than 2 million financial services application submission according to new research by the IAB.
Someone says marketers are lacking creativity. Well, after reading today’s news on CNETAsia I have to dissent. A brilliant (?!) marketer at SK Telecom, a Korean cell phone service provider, has invented a mosquito repelling tone. For 3,000 won (US$2.50), users can download a sound file which is inaudible to the human ear but helps ward off mosquitoes within a one-meter radius, the firm said. Well, I don’t know if it works for mosquitos, but I’m sure this announcement creates a “buzz”
Web site operators are getting better at figuring out where you live and what your interests are, all in the process of better targeting their advertising and content. David Strom writes an interesting column on Internet Week whose title is Internet Advertisers Find Better Ways To Find Out About You. I read it with particular interest since it focuses on targeting and technology aspects, explaining a lot of details from the “backstage” of an online campaign.
Clickthrough rates increased by 60% since the fourth quarter of 2002, according to a new study by NetCreations. The study showed clickthrough rates for the current quarter to be at an average of 5.1%. This compares with 4.4% for the first quarter of 2003 and 3.2% for the fourth quarter of 2002. More information about the research and some tips to optimize an email marketing campaign can be found on Direct.
Fallon and Optimedia have won the first Titanium Lion for ‘The Hire’, their ground-breaking online series of short films for BMW. The Titanium Lion was created this year to honour work in any category that, in the words of the organisers, “causes the industry to stop in its tracks and reconsider the way forward”. The news is reported by Jennifer Whitehead on Brand Republic.
We are getting plenty of evidence that helps us prove that online advertising works. So why then are 99% of online ads complete rubbish? This is the question asked (and answered) by Tom Bazeley of Tribal DDB yesterday on New Media Age. A creative revolution in online advertising is long overdue. To find out how and why, read on the article…
In the Search Engine War, Google makes a move announcing AdSense, a new self-service program for publishers to serve up its contextual advertising. The opinion of Susan Wojcicki, director of products at Google is quoted by Brian Morrisey on IAR:We think that this program, can fundamentally change the economics of content creation. It will allow content creators to focus on creating the content and not on selling ads.”
Nigel Cope on the Independent today tells the story of Daniel Ishag and Seb Bishop, founders of Espotting Media who became multi-millionaires when yesterday they sold the Company to an American group. Espotting Media has been sold to Findwhat.com which operates a similar Internet software technology.
24/7 Real Media has launched last week Open Advertiser(TM) 2.0 software. enables marketers to control the serving and the analysis of its ad campaigns across multiple sites, as well as improve the quality of its results by serving contextually relevant ads based on information gleaned within the process and customer information the marketer owns. The press release is on the company’s Web site. For me it has been a chance to go and visit 24/7 web site… arghh it’s awful! Sorry guys, but I believe it’s really messy and not usable at all…
Visitors to WSJ.com, the Wall Street Journal online, were targeted for the first time yesterday by behaviour-based ads. The system being used at WSJ.com was developed by Revenue Science in Bellevue, Washington. The news is reported today on Brand Republic.
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