August 3rd, 2007 by admin
Campaigns which use both display ads and search marketing convert more online shoppers into buyers than those which use only one of these tactics.
That is the main finding of a Yahoo!/comScore study called “From Clicks to Bricks: The Impact of Online Pre-Shopping on Consumer Shopping Behavior.”
Among consumers in the study group who had been exposed to both search and display ads, 43% made in-store purchases, compared with 26% of those who had viewed only search ads, and 6% of those who had only seen display ads.
The search/display combination also increased in-store spending. Those consumers who had seen both ad types spent an average of 83% more than those who had not seen either type of ad.
In comparison, consumers who had seen only search ads spent 26% more, on average, than those who had not seen any ads. Exposure to display ads lifted in-store sales an average of 11% over spending by buyers who had not seen any ads.
Many studies on the effectiveness of search and display compare the two, rather than looking at them in tandem. This search vs. display approach often measures click-through rates (CTRs) rather than conversions. CTR is a fundamental metric of pay-per-click (PPC) advertising.
By this measurement, the search click rate tends to surpass that for display ads. Morgan Stanley estimates a steady rise in the search marketing CTR from 10.4% in 2003 to 12.6% in 2010.
http://www.emarketer.com/Article.aspx?id=1005214&src=article2_newsltr
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=64847
July 2nd, 2007 by admin
In an end-of-the-year survey, ad:tech and MarketingSherpa asked online marketers what marketing tactics worked for them in 2006 and what they expected to concentrate their time and spending on in the months ahead.
Here is what the online marketers said:
As far as new tactics go, marketers are considering: blogs, social networks and video.
http://www.emarketer.com/Article.aspx?id=1004532&src=article1_newsltr
June 26th, 2007 by admin
While seeing ads across multiple publishers or placements across publishers has tremendous implications on campaign performance, most advertisers are blind to its true magnitude and impact. This is largely because they still subscribe to the industry standard that attributes a sale to the last ad seen.
This report was based on a study spanning the first quarter of 2007, during which Atlas analyzed media campaigns of 16 advertisers. These campaigns represented a wide spectrum of industries such as retail, manufacturing, and health sectors. The analyses studied five billion ads; 1.7 million online sales transactions, leads and registration conversions; and more than 300 million anonymous users.
http://www.atlassolutions.com/institute_marketinginsights.aspx
June 18th, 2007 by admin
There are a wealth of goodies in Ad Age’s Fact Pack. I’m going to post a few key highlights, but really this is an excellent resource for anyone.
http://adage.com/images/random/digitalfactpack2007.pdf
June 14th, 2007 by admin
Avg CTR in Nov. ‘04 = 0.33
Avg CTR in March ‘07 = 0.18
http://www.adtech.info/en/pr-07-10.html
June 14th, 2007 by admin
Some report highlights:
- A healthy portion of exposed audiences interact with video ads. On average, 8% of video ads generate a user interaction.
- Video click rates are far higher than image format ads. Users click on video ads about five times as often as they do on image ads.
- Users click video “Play” button more than they click on image ads. Video ads generate about three times the replay rate as image ads generate clicks through to advertisers’ sites.
- On average, video ads play two thirds of the way through. Play-through rates do not vary greatly by expandable or standard video ad formats.
The best performer is the 120×90, but that likely has less to do with the size of the
unit (roughly the size of two postage stamps) than with the placement: For the campaigns in this analysis, all of the 120×90 units ran within instant message chat windows.
I am NOT a fan of video placement in IM environments. I really feel like those placements are EXTREMELY intrusive and that interaction rate is SEVERELY inflated solely because IM video placements are typically rollover initiated instead of click initiated.
Online video ads experience click-through rates ranging from 0.4% to 0.74%,
depending on the online video format. By comparison, the clickrate for plain GIF or JPG image ads based on DoubleClick data is approximately 0.1%.
The video control consumers are most likely to click is the Play button. At 0.32%,
consumers are approximately three times as likely to replay an online video ad unit as they are to click through on a standard JPG or GIF ad (the standard CTR for image ads is approximately 0.1%).
http://www.doubleclick.com/us/knowledge_central/documents/research/dc_videobenchmarks_0702.pdf
June 14th, 2007 by admin
Found this really cool, although kind of dated, report on email statistics on Adverblog.
http://www.eroi.com/resources/eROI_email_numbers_Q3_05.pdf
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