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).
In the UK Yell.com has launched an online advertising campaign which will target users according to the weather. Ads appearing on local sites like This is London, will change according to the current weather conditions in the city. Revolution Magazine explains the campaign idea is to explain Yell gives users exactly what they want. If it’s sunny, the ads will present, for example, outdoor activities, if it’s raining, you’ll get indications to have fun and not get wet. AKQA for the creative and I-Level for the media planning are behind the campaign.
Aegis, the media buying agency, is reporting a significant increase in ads placed on the Internet, as alternatives to television and radio advertising. According to The Times the company expects to double its revenues from online ads, generating more than $200 million in 2005, with a rise of about $100. Consumers are changing their habits: less tv and newspapers and more Internet, so planners need to follow them online. As a lot of well known marketers use to say: listen to the customer, he will tell you what to do. If he says I don’t watch tv, I’d rather surf the Web, than advertise online and maybe also consider opening an online shop.
UK carrier O2 is investing in online advertising to drive customer acquisition. New Media Age reports the mobile operator will take over for a day Yahoo’s homepage (it should be today, but I’m not sure , with ads also running on AOL and MSN. The initiative aims at selling the Pay&Go Sim, the nice thing is that users will be able to sign up directly from the banner. The creativity is by Agency Republic.
U-Fix is a new billing service now available from T-Mobile in the UK. In order to promote its launch, the carrier has created a massive online campaign. Digital Bulletin reports the creativity is by Saatchi & Saatchi and Glue London. Online ads featuring the message “If only life was as predictable as U-Fix” will run on the major UK portals with the aim of raising awareness and driving traffic to T-Mobile’s dedicated site.
Internet Explorer users are at least four times as likely to click on Web ads than Firefox users, according to, Adtech AG, a German research company. They found that during October and November only 0.11 percent of Firefox users ever clicked on an ad, compared to around 0.5 percent of IE users. According to an article on ZdNet the reason for this trend is probably the different surfing habits of Firefox and IE users. These findings could have significant implications for the online advertising market since the number of Firefox users is growing, and web sites might face a(nother) decline in click-through rates.
Online ads work for branding, says Andrew Warner, the global brand director of SonyEricsson. His opinion is reported in an article on intellagencia.com:“People who say online advertising doesn’t build brands are talking absolute rubbish.”
The Internet potentials are usually undervalued. Online ads are often promoted as cheap. This definition carries a negative implication that mines the reputation of online advertising.
Swiss chocolate producer Lindt is running an online campaign in Italy to promote its products. The creative has been developed by Ol
The numbers coming out from a research by Price Waterhouse Coopers show online advertising in the UK is eventually gaining credibility. As an article by Owen Gibson on The Guardian points out “after years of trying, and in some cases under-delivering, it looks as if the internet’s accountability, measurability and targeting is finally making an impression on the big brands. In certain sectors, notably cars and finance, online ads are now an integral part of any big campaign, rather than an afterthought“. Furthermore September’s MSN Online Pulse finds out that more than eight out of 10 brand managers intend to increase, or at the very least maintain, their current level of investment in online. The report is coming out today.
A new survey of online advertising by President Bush’s and John F. Kerry’s campaigns found that both candidates haven’t invested much in online ads. The Washingtonpost.com reports about a study, conducted by the Pew Internet & American Life Project, which highlights candidates’ expenditures and (weak) strategies to reach their voters online.
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