ad campaigns

Branding Forecast to Match Direct Response in Digital Ad Spend

source: http://www.marketingcharts.com/wp/direct/branding-forecast-to-match-direct-response-in-digital-ad-spend-36664/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Indeed, brand advertising spending growth will outpace direct response in each year of the forecast, with increases of 18.1% and 11.2% respectively this year and 10.5% and 3.6% respectively in 2017.

The eMarketer forecast aligns with recent survey results from Vizu and the CMO Council, in which 61% of respondents said they are re-allocating budgets away from direct response to brand advertising initiatives. That same survey revealed that 70% of brand marketers expect to up their spending on social media advertising, while similar proportions will increase mobile (69%) and video (64%) ad spend. Interestingly, though, a more recent survey of global marketers (predominantly in Europe) found that few count branding as their top objective for social media ad buys, leaning instead to lead generation. That was a different result than found by Vizu and AdAge in separate surveys indicating branding to be the clear-cut objective for social ad campaigns.

The line between branding and direct-response campaigns tends to be blurring, says eMarketer, which may explain some of the discrepancies in social advertising goals. In any case, the researcher attributes the greater focus on branding to digital’s growing presence in consumers’ media time. That same explanation was given by Vizu and the CMO Council in their survey, with the researchers suggesting that brand marketers and their ad dollars will follow consumers to their chosen digital media channels, whether they be online, tablet, mobile, or connected TV.

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Sunday, September 15th, 2013 news No Comments

drag2share: Understanding The Local-Mobile Marketing Explosion

source: http://feedproxy.google.com/~r/businessinsider/~3/8uMDPVcl0Ew/local-mobile-marketing-exploding-2013-8

localvnatl

Location-based mobile marketing promises the sky: high conversion rates, surgical targeting, and rich consumer profiles.

But does it deliver? According to many accounts, it does.

Not surprisingly, retailers, brands, and agencies are scrambling to hone their location-based approaches. These encompass everything from “geo-aware” and “geo-fenced” ad campaigns, to hyper-local efforts keyed to Wi-Fi hotspots, and algorithmic location-based targeting of audience segments like soccer moms, bargain hunters, coffee enthusiasts, etc.


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Wednesday, August 28th, 2013 news No Comments

drag2share: The Rise of Social TV: How Social Media Is Amplifying TV Advertising

source: http://feedproxy.google.com/~r/businessinsider/~3/bPtoyw2EUY0/social-media-amplifies-tv-advertising-2013-8

bii_socialtv_simultaneous

Research has shown that TV-watching and social media usage isn’t mutually exclusive. Consumers appear to love using social media while they watch TV. Many discuss what they’re watching, and these conversations continue long after air-time, with TV-linked chatter accounting for a significant percentage of overall social media activity.

TV industry players and TV-focused marketers realized they could piggyback on this new consumer habit. The idea was not to compete with social media, but to use it so that televised shows, events, and ad campaigns won more audience and audience participation.

Social TV is how these ideas are being made tangible.

In a new report from BI Intelligence, we define what social TV is, analyze the most important so! cial TV trends, examine the audience for social TV, detail how social TV is forcing broadcasters and advertisers to rethink their strategies, and look at how data vendors are slicing and dicing all that TV-linked social chatter.


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

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Tuesday, August 20th, 2013 news No Comments

Different Definitions of Native Advertising

source: http://www.emarketer.com/Article/How-Native-Ad-Campaigns-Shaping-Up/1010064

But even as more publishers roll out native advertising, there is still variation in how they think about and begin to define the new ad products. Nearly all publishers attested to the most essential definition of native advertising as “integration into the design of the publisher’s site and [an ad that] lives on the same domain.” And nearly nine out of 10 also said that native advertising was “content produced in conjunction with the advertiser, or by the advertiser, that runs within the editorial stream.” A slightly lesser 79% believed native advertising must be clearly delineated and labeled as such.

These may be crystallizing as the central tenets of native advertising.

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Wednesday, July 24th, 2013 news No Comments

drag2share: Why Local-Mobile Marketing Is Exploding

source: http://feedproxy.google.com/~r/businessinsider/~3/kTI0EbWPwN0/local-mobile-marketing-exploding-2013-6

localvnatl

Location-based mobile marketing promises the sky: high conversion rates, surgical targeting, and rich consumer profiles.

But does it deliver? According to many accounts, it does.

Not surprisingly, retailers, brands, and agencies are scrambling to hone their location-based approaches. These encompass everything from “geo-aware” and “geo-fenced” ad campaigns, to hyper-local efforts keyed to Wi-Fi hotspots, and algorithmic location-based targeting of audience segments like soccer moms, bargain hunters, coffee enthusiasts, etc.

In a new report from BI Intelligence on location-mobile marketing, we take a look at key stats on the location-based services marketplace that indicate it’s supremacy in mobile marketing, explain how the most important techniques (such as geo-aware, geo-fenced, audience-based local-mobile campaigns) work, examine the cornerstones – such as data and audience building – to a successful location-based mobile strategy, look at who has the valuable location-based data, and analyze the six most effective local-mobile marketing tactics. ! < /p>


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

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Sunday, June 30th, 2013 news No Comments

drag2share: How Social Media Is Being Used To Make TV Advertising More Efficient And Effective

source: http://feedproxy.google.com/~r/businessinsider/~3/g_PmK7cQsrU/social-media-tv-advertising-efficient-2013-6

Jun 14, 2013

bii_socialtv_whilewatchingResearch has shown that TV-watching and social media usage isn’t mutually exclusive. Consumers appear to love using social media while they watch TV. Many discuss what they’re watching, and these conversations continue long after air-time, with TV-linked chatter accounting for a significant percentage of overall social media activity.

TV industry players and TV-focused marketers realized they could piggyback on this new consumer habit. The idea was not to compete with social media, but to use it so that televised shows, events, and ad campaigns won more audience and audience participation.

Social TV is how these ideas are being made tangible.

In a new report from BI Intelligence, we define what social TV is, analyze the most important social TV trends, examine the audience for social TV, detail how social TV is forcing broadcasters and advertisers to rethink their strategies, and look at how data vendors are slicing and dicing all that TV-linked social chatter.


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

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Friday, June 14th, 2013 news No Comments

drag2share: Social TV: How Social Media Is Amplifying TV Advertising

source: http://feedproxy.google.com/~r/businessinsider/~3/ydlsCyTOU2Q/how-social-tv-is-transforming-broadcasting-2013-5

Social TV: How Social Media Is Amplifying TV Advertising

Jun 6, 2013

When social media exploded in popularity, it seemed to pose a risk to the TV industry. After five decades of TV addiction, would consumers instead loaf on the couch gazing at their Facebook feed?

BII_SocialTV_SimultaneousIn fact, research has shown that TV-watching and social media usage isn’t mutually exclusive. Consumers appear to love using social media while they watch TV. Many discuss what they’re watching, and these conversations continue long after air-time, with TV-linked chatter accounting for a significant percentage of overall social media activity.

TV industry players and TV-focused marketers realized they could piggyback on this new consumer habit. The idea was not to compete with social media, but to use it so that televised shows, events, and ad campaigns won more audience and audience participation.

Social TV is how these ideas are being made tangible.


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

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Thursday, June 6th, 2013 news No Comments

TV driving website conversions

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Monday, April 15th, 2013 news No Comments

Facebook Ad CTR – Display, Sponsored Stories, Mobile

adparlor avg facebook ad ctr by type july2012 Facebook Ad CTR By Type/Placement [CHART]

Recent research from TBG Digital has shownFacebook’s mobile ads to be high-performing in terms of click-through rates (CTRs), and a study released in July from AdParlor appears to support this finding. Examining 200 million ad impressions from large client brands across more than 10 verticals that leveraged mobile, the study reveals that CTRs on mobile ad campaigns were 15 times higher than on non-mobile campaigns (1.32% vs. 0.086%).

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Friday, March 15th, 2013 news No Comments

Facebook’s Magic Number 16%

Source: http://www.businessinsider.com/facebooks-entire-brand-advertising-business-boils-down-to-one-number-16-2012-3

 

Sheryl Sandberg at Facebook

One secret reason why Facebook ad revenues haven’t quite taken off like they should – and are, in fact, decelerating – is that for years now, brands have advertised on Facebook without paying Facebook.

Here’s how they’ve been doing it:

  • Brands build a “page” on Facebook.
  • Facebook users become “fans” of that brand page, thanks in part to ad campaigns off Facebook.
  • The brands post video, photos, or text to the page.
  • That content goes into fans’ News Feeds.
Yesterday, in front of more than 1,000 advertising executives here in New York, Facebook announced a new ad product it hopes will finally convince brands to do more than use Facebook’s free features.
The pitch boils down to a number: 16%
When a Facebook page owner posts a piece of content to their page, and that content gets disperse red into the News Feeds of that page’s fans, only 16% of those fans will actually see that piece of content.
Facebook’s new ad product, called Reach Generator, is supposed to take that number, 16%, and push it toward 100%. Test campaigns pushed it past 95% in some cases.
Basically, when a brand buys into a Reach Generator campaign, Facebook will push posts from that brands page into its fans’ News Feeds, mobile News Feeds, and log-out screen until almost all of that brand’s fans see it.

 

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Thursday, March 1st, 2012 display advertising No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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