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Will Online Video’s Ad Revenue Ever

Surpass Search Advertising’s ?

by Ashkan Karbasfrooshan , Wednesday, February 3, 2010
Ever since Google launched text ads and adopted the pay-per-click model, search revenue paved the way for online media’s growth. Today, Google generates the bulk of its $24 billion in annual revenues from search ads. In turn, search ads account for 40% of all new-media spending.

Will that ever change? It depends. EMarketer defines search ads as:

• paid listings (next to a search engine’s organic results),

• contextual text links (alongside content pages) and

• paid inclusion (in organic results).

In December 2009, eMarketer released its latest projections for U.S. online advertising, projecting search and video advertising to grow to $15.8 billion and $5.2 billion respectively by 2014.

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From Black Box to Legos:

Democratizing Behavioral Analytics

by Steve Smith , January 30, 2010

Back in the day…  Yeah, here I go again, waxing nostalgic for those early days of behavioral targeting when  someone like me found it  a lot easier to cover the field. Interview Bill Gossman at Revenue Science and Dave Morgan at Tacoda. Grab a few minutes with someone at Dow Jones or About.com  — and bam you had a feature story on that “new black art” of behavioral targeting. (more…)

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 How do your open and click

rates compare?

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How Engaging Is Online Video?

NOVEMBER 25, 2009

Very

In October 2009, Eyeblaster reported that creative was the key to more engaging rich media ads.  Based on the research firm’s “Online Video Advertising: Doubles Engagement, Boosts ROI” bulletin, video grabs attention and has a lasting impact.

Rich media ads with video had a higher dwell rate than those without, and almost double the dwell time.

(more…)

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Act Now, and We’ll Double Your

Market Share!

Why Kodak Is Using DRTV in Addition to Brand Advertising for Its Printing Products

By Beth Snyder Bulik
Published: August 27, 2009

YORK, Pa. (AdAge.com) — The phrase “As seen on TV” might bring to mind Snuggie, ShamWow and PedEgg but probably not a venerable American brand that invites you to share the most important moments of your life.

Yet for Kodak, direct-response TV has become an effective and preferred way to reach consumers in the year and a half that the company has used it.

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 Mobile Marketing to Jump 26% in 2009

The Mobile Marketing Association claims that mobile marketing budgets will jump 26% this year, despite the fact that overall marketing spend will fall 7%, reports MediaBuyerPlanner.

While the mobile medium will still snare just 1.8% of total marketing budgets, total spend will grow from $1.7 billion this year to $2.16 billion in 2010, according to new research from the MMA. Half of brands and agencies polled by the group said they were experimenting with some type of mobile marketing; SMS text campaigns are the most common, followed by mobile websites and mobile email marketing.

The internet appears to be the medium with which marketers are most often integrating their mobile efforts. Mobile internet access increased 36% in the US last year, and the number of Americans (ages 13+) with mobile internet access is 18 million, according to Netpop. Globally, that number is 54 million.

Despite the growing use of the mobile web, Netpop found that slow connections and extra fees are still the primary barriers to both increased use (among current users) and adoption (among non-users).

Mobile advertising is believed to be effective in part because it reaches consumers on-the-go, shopping or engaging in other activities outside of their homes. A Universal McCann research study on smartphone usage patterns found that more than a third of high-use smartphone users respond to mobile advertisements. The study found that smartphone users are clicking on ads (53%), requesting more information or a coupon (35%) and making purchases via their handsets (24%). Some 82% of respondents report they use mobile devices at work. 81% use them while shopping.

Local mobile advertising will be the next hot trend, particularly in terms of local mobile search, BIA’s The Kelsey Group predicts. Local mobile ad revenue will hit more than $3.1 billion in 2013, up from $160 million last year. Mobile search will reach $2.3 billion. Local searches made up 27.8% of all searches in 2008, but are expected to hit 35.1% in 2013.

Local search will make up more than half of mobile advertising (56%) though local search will only make up just over 35% of all searches, The Kelsey Group said.

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A Picture Speaks A Thousand Words

WE YOUTUBE OUR VIDEOS, FLICKR our photos and put both up on Facebook. The proliferation of image-based content meant that it was only a matter of time before images hit our search results pages. Currently, 15% of all searches on Google come from its image tab, and the rise of universal (also known as blended) search sees all the major engines integrating video and image results into their mainstream search results. Search engine results pages are becoming increasingly visual — and rightly so. After all, search results should all be about the relevance of the information; the format they come in should be inconsequential.
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Consumers Cut Back On Everything But Driving,

Study Finds 

by Aaron Baar
[Trends] “Gas prices are already affecting vehicle sales in every segment, and traditional sport utility vehicles have been especially hard hit,” says Kelley Blue Book’s Jack Nerad. “Other industries will feel the pinch as consumers cut out life’s little luxuries like clothes, eating out and entertainment just so they can pay the fuel bills.”Rising gas prices are already taking a toll on Americans’ discretionary spending –all the way up to influencing purchasing a new house–according to new marketing research from Kelley Blue Book. (more…)