Digital advertising and marketing: only the best ideas worldwide, since 2003

Branded content and word-of-mouth

on February 6, 2006 by Martina comments

Last week eMarketer has published the results of a research by Sharpe Partners which investigated the potentials of viral marketing. The results are interesting, since they confirm the power of viral marketing: 89 percent of US users are likely to share content with friends and colleagues, and only 5 percent refuse to share content that contains a clear brand message.

File under: branded content, word-of-mouth

Europeans spend more and more time online

on February 1, 2006 by Martina comments

According to a new research by the European Interactive Advertising Bureau, the average European internet user spends 10 hours and 15 minutes online a week; a 17 per cent rise on 2004 and a 56 per cent rise on 2003. As reported on Revolution, With the exception of early mornings (6am to 10am), the internet is the second most-used medium throughout the rest of the day. The research also found blogging is becoming more popular, with 13 per cent of European users regularly contributing to online blogging sites.

Agency-advertiser, it’s an hard life!

on November 24, 2005 by Martina comments

The New York Times reports a recent survey found out the relationships between agencies and clients are going pretty bad, preventing the parties to work more productively. As Nancy L. Salz, a consultant based in New York explains, there are huge opportunities to work better together but there is also a huge gap between the two sides. For example, when asked to assess the level of teamwork that exists in their relationships, 59 percent of the advertiser respondents said there was more teamwork but only 25 percent of the agency respondents agreed.

File under: agencies advertiser relationship

Q3 record for US online advertising

on November 23, 2005 by Martina comments

Online advertising expenditures in the US have hit a new record in Q3, reaching a total value of $3 billions. As reported on Media Guardian, the figures, compiled by PricewaterhouseCoopers, show that US online ad spending has almost doubled in the last two years from just $1.75bn in the third quarter of 2003, as advertisers move more of their budgets online.

File under: Online advertising expenditures, united states

Users look at online ads

on November 21, 2005 by Martina comments

According to a research recently released in Spain, 61 percent of surfers actually look at online ads. Alt64 Digital carried out a study to understand what users look at while reading online newspapers such as ABC, El Periodico, El Mundo and La Vanguardia. Among the findings, the study points out less is better when it comes to the quantity of ads to be displayed on a page. Skyscrapers on the side of the page and leaderboards usually get most of the users’ attention. The study has been carried out on account of Eyetracking Media España and can be downloaded for free here (opens .pdf, in Spanish).

File under: eyetracking, online ads, spain

Young Europeans favourite sport? Surfing!

on November 21, 2005 by Martina comments

A good news for online marketers, a bad news for healthy living: according to a new report by Forrester Research, about a third of all Europeans see surfing the Internet as one of their favorite leisure-time activities (it’s more popular than playing sports, going to the gym, or shopping). Surfing the Internet is the third most popular hobby among online Europeans. Online consumers who see Internet surfing as a hobby are more focused on entertainment. They are also far more likely to use the Internet to replace their old-fashioned media sources: radio, TV, or the phone.

File under: forrester research, online european consumers, surfing

Don’t forget of baby boomers

on November 2, 2005 by Martina comments

A new report by Interpublic agencies Weber Shandwick and FutureBrand (“050 A Fresh Perspective”) found out the majority of consumer advertising is focused on 20 to 40 years old people. And if you consider that in the UK, over 50-years-olds currently hold around 80% of disposable income (about £196bn in spending power), you realize how big is the chance you miss. [News via BrandRepublic]

File under: baby boomers, disposable income, uk

Behavioral targeting: less clicks more conversions

on October 26, 2005 by Martina comments

A new study by Advertising.com found that behavioral targeted ads produce lower response rates than run-of-network placements, but deliver higher conversion rates. The study examined three advertiser campaigns targeted to Advertising.com’s personal finance, automotive and education behavioral populations. For each advertiser, identical creative messages were sent to both a run-of-network audience and the behaviorally segmented audience. In each study, conversion rates increased markedly for targeted impressions vs. run-of-network impressions. However, click-through rates experienced the opposite effect — with the number of clicks decreasing for targeted impressions. These findings suggest that behavioral targeting actually increases the value of each click, as consumers who click on a targeted ad are more motivated to convert.

File under: advertising.com, behavioral targeting, conversion rates

Online ads grow in Germany and UK

on October 23, 2005 by Martina comments

In the first nine months of 2005 online advertising has reached a 279 million value in Germany. According to the numbers released last week by Nielsen Media Research, there has been a 36,3% increase since September 2004, with online and financial services as well as the automotive industry leading the expenditures. Despite the growth, Internet advertising is still very small if compared to traditional media. Since the beginning of the year, the investments in print, TV, radio and outdoor advertising have been worth over 13.3 billion euro. In the United Kingdom Internet advertising expenditure for the first half of 2005 reached £490.8 million, with a 5.8% market share which actually surpasses the outdoor’s (5.1%). According to a study by IAB/PwC online revenues increased by 62.3% on a like-for-like basis when compared to the same period in 2004.

File under: germany, online advertising, uk

In-game advertising increases awareness

on October 3, 2005 by Martina comments

A joint study by Nielsen Interactive Services and Israeli-based in-game advertising firm Double Fusion found that an in-game ad campaign inserted into the downloadable game “London Taxi” increased awareness of some featured products by as much as 60 percent. Read more on Mediapost.

File under: in game advertising, online marketing

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