Google and Dynamic Logic Co-Present Research on Rich Media Ad Effectiveness at ARF June 24, 2009
Posted by Mark Blei in : Uncategorized , add a commentAt the ARF’s Audience Measurement 4.0 yesterday, Amy Fayer from Dynamic Logic co-presented results with Google from a custom MarketNorms study measuring the effectiveness of different ad formats at achieving different branding goals. We have released this white paper for you to download (pdf),
There are already a few articles in which the research has been covered - Video In Rich Media Ads More Likely To Lead Customers To Purchase by MediaPost and WebProNews Google Analyzes Rich Media Ad Effectiveness .
If you have any questions related to this presentation or our capabilities please feel free to call us at 212-844-3728 and tell them you read about it in the Dynamic Logic Blog!
Study: Advertisers Not Using Internet to Full Advantage… May 10, 2007
Posted by Mark Blei in : Uncategorized , add a commentStudy: Advertisers Not Using Internet to Full Advantage…
Study: Advertisers Not Using Internet to Full Advantage
Advertisers are beginning to believe in the power and importance of the internet as a marketing tool, but many fail to use the medium as an effective advertising vehicle, according to a news study from WPP’s GroupM.
The study, called Interaction, examines what advertisers should demand of the internet and suggests how to create a strategy to achieve their goals, writes MarketingCharts. It includes consumer and advertiser internet data from 28 countries that account for 96% of global online internet marketing investment, GroupM said.
The survey portion of the study asked respondents to score pre-selected drivers and inhibitors to digital marketing, finding that social networking and the proliferation of entertainment and information are much higher drivers than digital-enabling technology.
Moreover, the drivers scored higher in aggregate than the inhibitors (1,043 to 866), essentially pointing to an optimism about digital. The leading constraints are “historic attachment to traditional media” and “lack of client understanding,” followed by “lack of skilled resources in the industry” and the “complexities and ever-changing nature of digital media.”
“Online is already a mainstream component of consumer behavior and media consumption. The fundamental purpose of communication strategy remains unchanged, but marketing must urgently harness interactive media and the behaviors it induces,” said Rob Norman, global CEO of GroupM Interaction.
The study asked respondents to give their opinion on the potential shares of media investment in mobile, in-game, and interactive TV in 2010 and 2015 – merely an average of guesses from what are mature ad markets, and therefore conservative, according to GroupM:
- Mobile: 2.2% and 4.9 %, in 2010 and 2015, respectively
- In-game: 0.8% and 2.1%
- Interactive TV: 2.7% and 7.5%.
The study also found that in Western Europe the internet is the principal source of measured-media revenue growth, and it runs a close second to TV in North America (it’s surpassed by the explosive growth in US Hispanic TV).
The internet’s share of 2007 forecast ad revenue in the US and Germany, for example, are about 12% (up from 7%) and 13% (up from 4%), respectively.
MarketingCharts provides more data here.
Will UK Advertising Usurp? Industry Experts Dispute and Concede to Online Ad Power Across the Pond February 15, 2007
Posted by Mark Blei in : Uncategorized , add a commentJust before New Year’s 2007, the New York Times ran an article on the future of online advertising—more specifically, the future of such advertising in Britain. Optimistic in scope, the NYT talked to media buying agencies who claimed web advertising in the UK accounted for 14% of the country’s overall ad spending in 2006, growing at annual rate of 40% and effectively doubling that of the US.
Several professionals have pitched in to provide some insight into what these figures mean and why it may be perceived that the future of web advertising really is, or is not, in the UK’s hands. The supposed domination of the Web by Britain, and the differences that may attribute to any type of U.S. and U.K. online advertising comparative, must be taken into consideration when analyzing both countries’ online marketing efforts.
No doubt, there are differences between the U.S. and the U.K. online advertising methods, but it may also be a bit premature to call Britain a leader in online advertising just yet. Yes, the NYT article quoted Yahoo chief Terry S. Semel as saying “the US is so behind…it’s certainly lagging the UK by at least a year or two.” But whether that is true is up for questioning and with two industry leaders from the UK and the US, informed comments on who is leading the market and by what standards can possibly be formulated.
Surprisingly, all interviewees were in somewhat of an agreement to disagree with the findings, including Dave Smith, Managing Director for London-based agency New Media Maze, who couldn’t see how the UK could lead the world in online advertising but embraced the possibility. Former head of New York’s IAB, Greg Stuart, couldn’t continue our interview without solid proof and Ian Schafer of Deep Focus, an interactive agency that services the business and entertainment areas, had trouble agreeing with this as well. So what is the difference between the UK and the US within online advertising practices and why do some professionals believe that the US can learn a lesson or two from Britain?
Let’s begin by comparing the ongoing trends in the UK and the US. According to Dave Smith, “The main trend is towards a greater degree of interaction. Ad units are getting a lot cleverer and a little heavier as well. So that’s the main trend, that you’re able to do more within an ad unit.” On the U.S end, Ian Schafer points out that the trend within the United States is veering towards the social media area. “Everyone’s become smitten and for good reason with social media, you know the whole ‘Web 2.0′ cliché. It’s led to sharing, to linking and even in some cases, shows just how visible the spread of a creation can happen.”
As the United States consumes itself with social networking, Britain is focused on a different type of medium and that is mobile marketing. According to Dave Smith, “it’s huge” in the U.K., as is the use of Skype, while Americans continue with traditional cellular service and have only begun to see the mobile expansion with phones that have online/interactive capabilities. But mobile marketing strides alone couldn’t make the U.K. a leader in online advertising. As Greg Stuart bluntly stated, “That’s the most ridiculous thing I’ve ever heard,” which is why our interview stopped there, and potentially for good reason.
