Adotas goes two for two..Possible trifecta in play- Analytics; an agency’s secret weapon June 17, 2009
Posted by Mark Blei in : Uncategorized , add a commentADOTAS — While agencies might have always been granted ‘backstage’ access to their client’s websites, it’s rare for them to influence what behavioural data is gathered, the tools that are used or how it is collected.
Historically, because of this lack of control and input, web analytics hasn’t been something to consider. However, the era of accountability and efficiency has made web analytics an important tool for agencies. As such, greater transparency from the client, and vice versa, provides an agency with data that enables them to make the most of a client’s budget.
A changing landscape and increased focus on accountability & attribution means that web analytics has grown in importance. In line with this, performance-based marketing has become increasingly popular. In the realm of online, clients are paying for success, and expect to be presented with quantifiable evidence to support any spend.
With budgets under the microscope, measurement, data and web analytics are critical areas of opportunity that agencies need to target immediately. Only then will then be able to keep up with consumers that are already ahead of the media industry’s ability to measure, evaluate, buy and sell. Accordingly, Acceleration is seeing the highest uptake of agencies to web analytics than ever before.
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BUSINESS WEEK -New metrics could change pricing, reach of online ads April 9, 2009
Posted by Mark Blei in : Uncategorized , add a commentA Pricing Revolution Looms in Online Advertising
By Ben Kunz
Look just to the right of this article. There, on your computer screen, lies a little, two-dimensional secret that will soon threaten major online publishers and their precious advertising revenue.
It’s called the banner ad, and its cost may plummet.
For a decade, Web site publishers have relied on an old advertising model: Publishers provided advertisers access to readers, and the more desirable those readers, the more an online publisher could charge. WSJ.com, for example, charges advertisers as much as $64.60 to show a banner ad to 1,000 viewers. (In advertising language, this is called CPM, or cost per thousand impressions.) In the past these fees made sense becauseThe Wall Street Journal’s readers are highly affluent, a perfect target for many upscale brands. The better the audience, the more advertisers are willing to pay for ad space.
But what if marketers could find new ways to reach the same audience—with ads on sites that won’t charge nearly as much? What if those other ads cost as much as 95% less?
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Social Media Metrics Vary Based on the Community February 5, 2009
Posted by Mark Blei in : Uncategorized , add a commentFor many marketers, metrics are a stumbling block when it comes to social media. Like snowflakes, no two communities are the same. Whether you’re using social media to connect with employees—like McDonald’s—or consumers makes a big difference in how you judge their success. E-Centric recently talked with David Carter, CTO and co-founder of Awareness and Mike Lewis, vice president of marketing of the Waltham, MA-based company about the best ways to gauge the effectiveness of an online community. Awareness recently introduced a prefab, ready-to-deploy, online community building solution.
Read The Rest—>Social Media Metrics Vary Based on the Community
Digital Britain report: Broadband for all by 2012 January 29, 2009
Posted by Mark Blei in : Uncategorized , add a commentLONDON – In its Digital Britain report issued today the Government has set out its aim to develop a universal broadband service by 2012, which it called vital for Britain, one that offers nationwide broadband speeds of up to 2mb per second and includes wireless coverage.
In the Digital Britain interim report, the Government stressed the importance of ensuring “that being digital is within the grasp of everyone”
Subject to further analysis, the government believes that a speed of 2mb per second is the most realistic option for a universal service, when factoring in costs, capability and the connection of the absolute number of homes.
The Government intends to develop detailed proposals for the design and operation of a new, more broadly-based scheme to fund the Universal Service Commitment, including who should contribute and its governance and accountability structures.
It plans to encourage the development of public service champions of universal take up and intends to appoint a digital inclusion champion and expert taskforce to drive the Government’s work on digital inclusion.
It is intended that the champion “will provide a clear channel of communication between central and local government, industry, third and public sectors, and the client group, to ensure all available expertise and resource is harnessed in pursuit of a shared understanding of digital inclusion”.
Read The Rest——> Digital Britain report: Broadbarend for all by 2012
Does Internet Advertising Work? Yes, But December 12, 2008
Posted by Mark Blei in : Uncategorized , add a commentRecently, Morgan Stanley Dean Witter released a report entitled Correction: Does Internet Advertising Work? Yes, But Based on data provided by Dynamic Logic and others, MSDW eventually concluded, “Internet advertising banners are a cost-effective branding tool.”
he Internet performs well across branding measures, but we believe it is better for those who already have a brand than those who are trying to develop one.”"At today’s prices, we believe banners are cost-effective in generating brand recall and brand interest but they are only a moderately effective direct marketing tool.”"More attention on branding benefits will attract traditional advertisers”To draw these conclusions, MSDW relied heavily on normative branding data provided by Dynamic Logic.
Read The Rest—>Does Internet Advertising Work? Yes, But
Display Ads Put Searchers in a Branded State of Mind December 5, 2008
Posted by Mark Blei in : Uncategorized , add a commentA Specific Media study finds the presence of display advertising significantly affects click-through and search style across both paid and organic searches.
In the “travel and tourism” category, display advertising engendered a 274% lift on both paid and organic search. A 260% lift was seen on searches in the realm of “health,” while “personal finance” saw a 206% increase, writes MarketingVOX.
“Automotive” and “news and media” enjoyed a 144% search lift, while “property and real estate” demonstrated 125%.
“Consumer packaged goods” saw the slightest increase — 22%. And in “retail,” display advertising drew just a 69% lift in search.
Findings suggested consumers exposed to display ads are more likely to search for brand terms (like “BMW”) and segment terms (like “635 CSi”) than unexposed ones, according to Specific Media.
The research tracked 60 Specific Media campaigns, then integrated its findings with 12 months of “ad effectiveness” data backed by comScore, MediaPost writes.
Read The Rest—>Display Ads Put Searchers in a Branded State of Mind
How Much Will Online Travel Slow? November 14, 2008
Posted by Mark Blei in : Uncategorized , add a commentDigital bookings shift into a lower gear.
Online travel bookings will total $98.2 billion in 2008, up just 9% over 2007, according to PhoCusWright. The company said that some online travel providers would fare better than others, with rail sales growing by 28%, while hotel bookings would rise only 8%. If the numbers prove true, this will be the first year of mere single-digit growth for US online leisure/unmanaged business travel. However, online growth will still be twice as high as that of the total travel market.
Read The Rest—>How Much Will Online Travel Slow?
Online Retailers ‘Resilient, Not Immune’ to Challenging Holiday Season November 14, 2008
Posted by Mark Blei in : Uncategorized , add a commentThough the holiday season will be challenging across the board for retailers, online merchants – though less sunny this year than last – are not all doom and gloom, according to the 2008 eHoliday Study, conducted by Shopzilla for Shop.org, the National Retail Federation’s digital division, reports Retailer Daily.
Read The Rest—>Online Retailers ‘Resilient, Not Immune’ to Challenging Holiday Season
LinkedIn debuts b-to-b research network :: BtoB Magazine October 24, 2008
Posted by Mark Blei in : Uncategorized , add a commentMountain View, Calif.—Professional online network LinkedIn Thursday introduced a b-to-b service that enables market researchers and investors to solicit market intelligence from LinkedIn’s 30 million members.
The LinkedIn Research Network will be driven by partnerships with six market research firms, including Phoenix Marketing International and OTX. LinkedIn users will receive invitations to participate in research surveys four times a year in return for such rewards as gift cards and charitable donations.
—Christopher Hosford
LinkedIn debuts b-to-b research network :: BtoB Magazine
A Pop-Up Ad That’s Less Annoying ( VIA NY TIMES ABOUT DYNAMIC LOGIC) October 13, 2008
Posted by Mark Blei in : Uncategorized , add a commentIn 2003, during the golden age of pop-up ads, the advertising research firm Dynamic Logic asked hundreds of people about over-content advertisements: ads that pop up from a Web page, lurk behind it or hover translucently over it like tiny digital storm clouds. Nearly a third of respondents said that such advertisements were “never appropriate.”
This year, Dynamic Logic posed the same question to 933 people, and found the percentage of Americans who objected strongly to such ads had fallen by 11 percentage points.
“Perhaps those ads are more entertaining or relevant to consumers than they were,” said Michelle Eule, the managing director of Dynamic Logic.
Nonetheless, there has been no increase in the median number of such ads that consumers are willing to put up with: in 2003 it was two an hour, and this year it was still two an hour. “Consumers aren’t saying they’re completely opening up arms to this format,” Ms. Eule said, “but they’ve become more accepting.”
ALEX MINDLIN
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