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Posts Tagged ‘online advertising’
Quotes from it are plastered all over our site - it’s The Cluetrain Manifesto, the revolutionary (this word is vastly over-used, but appropriate in this case) tome about how the new media have changed the way companies do business. Now, for those of you who are too busy to pick up a book and are chained to your computer, Australian blogger Michael Specht has summarised the books 95 theses in an online PowerPoint presentation. Go and save this in your favourites! Good on you, Michael.
From today’s B&T newsletter: “Interactive Advertising Bureau (IAB) Australia has partnered with the major five online publishers to launch a major study into the effectiveness of internet advertising.
“The publishers - Fairfax Digital, News Digital Media, Ninemsn, MediaSmart and Yahoo!7 – have each provided equal online inventory in a standard IAB ad format to create an ‘average’ online brand building
“The ads, for an FMCG client, have been provided free of charge and will provide an insight into the impact of online advertising.
“The IAB refused to name the brand involved or the media agency handling the placements, citing the need for unaffected results. Nielsen Online is managing the project and will compile the final analysis of the study.
“Results of the five-week project, which is described as ‘unheralded’ by the IAB, will be released on 26 November.”
Read the whole story here.
Forrester Consulting’s online video engagement report , conducted for online video company Veoh, reveals that while some online video viewers still only “snack” on short clips, there is a growing audience of “young, influential, engaged viewers who watch a great deal of long-form online video and pay attention to the brand messages delivered to them in online video environments.”
As Veoh reports: “The study found that Engaged Viewers (viewers who watch more than an hour of online video a week) make up nearly 40% of all online video viewers and watch nearly 75% of all online video. Of these Engaged Viewers, those who spend the most time consuming and sharing long-form content:
- Are more likely to watch videos all the way through
- Pay more attention to online video more than they do TV
- Interact with and rate the videos they watch more frequently
- Are twice as likely to recall in-video ads and post-rolls than non-Engaged Viewers
- Agree more readily that advertising is fair and helps pay for their free experience
- Consider banner ads and ads that come in between videos (mid-rolls) most effective”
The takeaway? Veoh concludes that, “As online video viewing matures, advertisers can take advantage of the unique opportunity to reach valuable Engaged Viewers by starting with the following:
- Think Advertainment, not Advertisement. Engaged video viewers are more open to enjoying the advertising they watch giving marketers an opportunity to create ads that are as entertaining as the video clips they are paired with. Make the advertising a part of this engaging environment by telling compelling stories rather than consistently repeating the same 30-second spot.
- Active mindset = greater action…. Consider having multiple creative units depending on the mindset and propensity to engage with the medium.
- Think about all the ad units on the page as a team. All viewers feel advertising can be annoying. But none of them said it had to be annoying. Engaged viewers respond to ad formats that don’t intrude unfairly. Their preference for banner ads supports this. But banner ads can be supported by a comprehensive ad experience that ties display ads, sponsorships, and in-video ads together into a coherent package.
- Target it and they will come. As more viewers spend more than an hour a week viewing online video, it’s time for advertisers and the sites that enable them to start matching ads to viewers more intelligently. The easiest place to do this is with long-form content, where the choice of programming - an episode of one’s favorite tv show - says more about a viewer than a short clip about a dog on a skateboard ever can.”
Those recent predictions about the growth of the market for online advertising and marketing which said digital would continue double-digit growth despite recent financial turmoil have now gone the way of most US investment banks after the carnage of the past week.
Yahoo’s share price is tanking and earnings for all major digital companies have been revised downward.
As reported on Clickz, UBS bank slashed Google’s 2009 anticipated revenue by 4%, Yahoo’s by 9.1%, and ValueClick’s by a “stunning” 19.3 percent. Estimates for Q4 2008 were also lowered, though not as much.
Reuters, meanwhile, reports that another investment bank, Wachovia (which if I recall correctly was just taken over the other day to save it from going to the wall) is now predicting that Web ad spending will grow by 10% next year rather than the previously estimated 15 percent. As well, Lehman/Barclays shaved a full $3 billion from its 2008 U.S. online ad estimate, pegging growth for the year at 16.9% rather than 23.4 percent.
But at least they are predicting some growth. The one thing all news analyses agree on is that the overall advertising market is going to contract next year.
UBS analyst Ben Schachter said that “We see no business model based on advertising or consumer spending that will be immune to a downturn…As corporate profit forecasts come down, we expect planned advertising spending will be delayed and/or cut.”
The Los Angeles Times reports that venture capital firm Sequoia called their clients into an emergency meeting and when they came into the conference room they were confronted with a large tombstone which said “RIP, Good Times” on it. They were then subjected to a lecture about how bad things were likely to get and what they needed to do to retain Sequoia’s investment.
An executive who attended the meeting was quoted as saying it was not a “doom and gloom” message, but a serious one. “They basically said: ‘This is a business. This is not an excuse for you and a bunch of your friends to have a pool table and goof around with something you think is neat.’ I didn’t come away thinking that the sky is falling or that I have to move to Canada, just that these guys are taking this seriously.”
That’s a good takeaway - the sky is not falling, but it’s time to get sharp. And that can’t be a bad thing.
Online video ad spending is set to hit US$500 million this year and is predicted to grow to nearly US$3.5 billion by 2012, but is still tiny compared to the US$70 billion TV advertising market, according to eMarketer.
In another sign that media agencies are still stuck in traditional paradigms, eMarketer is predicting that most of the growth in online video will come from major brands booking pre-roll and mid-roll streaming advertisements - in other words, ads that you have to watch, which is the closest thing you can get to traditional TV advertising on the Internet. Oh yeah, product placement and sponsorship are the next biggest spend areas. The move toward innovative advertising models using social media continues its glacial pace…
From today’s B&T newsletter:
Telstra’s online and mobile sites are stealing revenue from traditional print and TV sectors, the company has
claimed, with the tough economic conditions aiding its growth while traditional media suffers.
The telco has said its BigPond sites have recorded more than 50% growth in total advertising revenue since the beginning of the year, including strong growth in the September quarter.
While Telstra would not reveal a dollar value of the revenue increase, network advertising GM Chris Taylor
confirmed claims that its online and mobile ads are “bucking the trend reported by traditional print and television sectors, which are watching their revenues shrink”.
Justin Milne, managing director of Telstra Media Group said the growth reflects confidence among advertisers that online and mobile advertising offered advantages over traditional advertising formats.