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Viewability of Directly Placed Display Ads Improves in H1

source: http://www.marketingcharts.com/wp/direct/viewability-of-directly-placed-display-ads-improves-in-h1-36622/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Longer engagement with viewers was much harder to come by: just 31% of directly placed ads remained in-view for 15 seconds, although that was a significant rise from 22.7% in the previous 6-month period.

Details from Integral’s “Semiannual Review” indicate that viewability continues to be better for vertically oriented (160×600 – Skyscraper) ads, with an average of 67% in-view for at least 1 second.

Suspicious Activity Lowest for Directly-Placed Ads

Directly placed ads not only had the highest engagement, they also were deemed to be lowest risk. While more than 1 in 5 impressions overall were suspicious of being fraudulent activity, only 2% of those placed directly exhibited suspicious activity. By contrast, exchanges were far riskier, with 20% of impressions deemed questionable (though that was down from upwards of 30% in H2 2012).

While the Integral study suggest some improvements in fraudulent activity, a recent report from Solve Media indicated that levels of suspicious activity continue to rise. Solve Media also pointed to rising fraud within the video ad space: in its study, Integral reveals that 3% of impressions on pre-roll ads were suspicious, with suspicious activity more concentrated on in-banner video ads. In fact, 40% of impressions through exchanges on in-banner video a! ds were e! stimated to be suspicious, according to the report.

Other Findings:

  • Food sites boasted the highest level of engagement, with an average in-view time of more than 2.1 seconds. Education sites fared worst on this level, with an average in-view time of about 1 second.
  • Ads on shopping sites were again deemed the least risky in terms of suspicious activity, while family and health sites had the highest rates of suspicious activity.
  • The overall proportion of high-risk inventory (impressions that represent a low degree of brand safety) stood at roughly 6% in Q2, and was relatively consistent across channels.
  • Risk content continues to be mostly the realm of illegal downloads, drugs, offensive language and alcohol. Risky adult and hate speech inventory declined between Q1 and Q2.
  • About 13% of ads collided with another ad from the same campaign during H1, down from more than 20% in H2 2012.
  • Canada received the largest amount of the US’ non-geo-targeted content, at 16.4% in Q1 2013 and 15.8% in Q2. Both were improvements from 34.5% in Q4 2012.

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Sunday, September 15th, 2013 news No Comments

LinkedIn’s Massive Opportunity In The Social Recruiting Market

Source: https://intelligence.businessinsider.com/welcome

LinkedIn’s revenue from Talent Solutions is growing at a faster rate than Premium Subscriptions and Marketing Solutions, according to quarterly earnings.

Talent Solutions — which are hiring tools that LinkedIn sells to recruiters — accounted for 48% (or $58.6 million) of the company’s total revenue in the second quarter of 2011. In the second quarter of 2013, Talent Solutions brought in 56% (or $205.1 million) of total revenue.

For comparison, Marketing Solutions — which includes ad space sold by LinkedIn — accounted for 32% (or $38.6 million) of total revenue two years ago, but just 23.5% (or $85.6 million) today.

Meanwhile, Facebook just reported its best quarter yet in terms of ad revenue.

LinkedIn stated in one of its investor presentations that the addressable market size for worldwide talent acquisition and staffing services is $27 billion. Keep in mind, this number includes revenues from recruitment agencies, but if LinkedIn’s Talent Solutions become ubiquitous in that industry, it gives you a sense of the demand for social media-based recruiting tools.

Revenue generated from Premium Subscriptions has grown steadily, but has not fluctuated from its 20% stake in total revenue.

Download the chart and data in Excel.

BII linkedin revenue sources

 


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Tuesday, August 27th, 2013 news No Comments

Amazon’s Brand New Ad Business Is Already Massive (AMZN)

Source: http://www.businessinsider.com/amazon-is-doing-500-million-a-year-in-online-ads-2013-1

Jeff Bezos

In December we told you that Amazon had entered the ad exchange business, offering advertisers real-time-bidding on ad space targeting its users via tracking cookies.

Amazon’s entry into RTB is huge because it puts the company in direct competition with Google and Facebook, who operate their own RTB ad targeting services. Facebook’s exchange, called FBX, is expected by some to generate $1 billion in annual revenue. Amazon’s exchange has the potential advantage of allowing advertisers to target people on whom Amazon has a huge amount of historic purchase data — which is often the gold standard for advertisers.

Now a report in MIT Technology Review estimates that the size of Amazon’s ad business is already $500 million a year:

… compared to Google and Facebook, advertising has been a relatively small and low-key business for Amazon. It brought in about $500 million of Amazon’s $48 billion in revenue in 2011, Baird & Co. senior research analyst Colin Sebastian estimates. Mostly this came from selling ads on its own websites.

“Relatively small and low-key”? Hmm.

A half-billion dollar revenue base after less than a year in business looks a bit more exciting than that.

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Tuesday, January 22nd, 2013 news No Comments

Which Companies Are Making Money In Mobile?


Reviewing The Mobile Revenue Of Major Internet Companies (Seeking Alpha)
The mobile Internet era is affecting the entire Internet industry landscape. Companies well-positioned within mobile will thrive and survive in this new environment. Here are some companies that stand to benefit:

mobile revenue of internet companies

The shift from desktop to mobile Internet usage will present unique opportunities as well as challenges (cannibalizing desktop sales, smaller screens and ad space). The Internet companies mentioned above have embraced the mobile trend and, as a result, may be better positioned to survive and thrive in the new mobile Internet era.

 

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Tuesday, January 22nd, 2013 news No Comments

Affiliates Pining for Pinterest

Source: http://blog.compete.com/2012/01/05/affiliates-pining-for-pinterest/

AUTHOR: Lindsey Mark, Compete.com  — January 5, 2012 at 3:33 pm

hot lips

Image from: akva / Shutterstock
Pinterest is the new popular kid on the Internet, getting featured in media outlets like celebrity gossip does on tabloids. What people aren’t talking about however is the opportunity that exists for more ‘behind the scenes businesses.’ Those amazing symbiotic or parasitic relationships where third parties benefit from Pinterest’s new hype, sort of like Entourage™ with a cast of publishers, affiliates, and merchants.

There are a few smart blogs out there talking about these trends, some are funny, like Regretsy.com’s compare and save section that features sellers that are ripping off buyers by reselling manufactured products for higher prices. Classic and often humorous examples of parasitic relationships.

Laughs aside, let’s take a look at one affiliate that’s been seeing some positive lift from Pinterest’s new-found fame. SkimLinks, an affiliate marketing technology with a “sweet twist” helps content creators and curators automate. Most publishers spend a majority of their time working on content and selling ad space. With SkimLinks, connecting affiliate links to content seems* like a snap and appears to be popular amongst monetized ‘pinners’ as a good option outside of the Amazon Affiliate Network. If November is any indication, the Pinterest & SkimLinks relationship is budding with Pinterest beating out Twitter as their number one inbound traffic referrer with a 9.47% Share of inbound traffic to the site. On the converse, SkimResources.com (a SkimLinks url) is ranked number 10 with 0.94% of outgoing traffic from Pinterest.com, just behind large networks like Etsy.com, Bing.com, YouTube.com, and Live.com. I anticipate that merchants that work with SkimLinks will have good things happen for them if Pinterest continues on the upswing, particularly as it’s often been framed in the context of wishlists & gifting.

Incoming Traffic to Skimlinks.com

Outgoing from Pinterest


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Tuesday, January 10th, 2012 news 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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