direct response

drag2share: Brand Advertisers Still Dominate On YouTube, But Direct Response Ads Are Up

source: http://feedproxy.google.com/~r/businessinsider/~3/k2OkJfaGzvo/youtube-isnt-just-for-branding-anymore-direct-response-ads-are-up-2013-9

As YouTube’s advertiser base diversifies, so too are the objectives brands have for homepage ads placed on the popular video platform. 

Branding has dominated past advertising efforts on YouTube. It’s not very surprising when you consider the fact that media companies — such as movie studios and music labels — have long formed the bulk of YouTube’s advertiser base.  

However, YouTube’s ad clients are diversifying to include more consumer-packaged goods, direct-to-consumer, and financial services brands, which means YouTube has had to accommodate a broader spectrum of ad objectives. 

Download the chart and data in Excel

BII ad objectives youtube

Ads with a branding objective — such as promoting an upcoming TV show — declined from a 91% share of ad objectives on YouTube in the second quarter of 2012 to 71% in the second quarter of 2013, according to Macquarie, an investment bank. 

bii tv branding ad

Direct response ads — which are intended to drive sales or traffic to a brand’s website — accounted for just 6% of ad objectives last qu! arter, b ut some variable combination of direct response and branding accounted for 23% of objectives among YouTube advertisers. 

What does a blended direct response and branding campaign look like? We see Old Spice’s successful “Smell Like A Man, Man” campaign as a prime example. The campaign relied on YouTube’s oversized masthead ad unit to push users to a promotional video, and to garner more followers on Twitter. Old Spice sales reportedly increased 107% during the month the campaign ran, according to Nielsen. 


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Friday, September 20th, 2013 news No Comments

Kids’ Content Offers Marketing Opportunities in Latin America

source: http://www.emarketer.com/Article/Kids-Content-Offers-Marketing-Opportunities-Latin-America/1010227

Games are popular on PCs, and videos gain steam on mobile devices

The term “digital native” gains more meaning as more and more digital content is targeted toward children learning to use computers and mobile devices at a young age. A study from KidBox, a Spanish- and Portuguese-language family-oriented web service, monitored usage of its child-safe internet platform among 60,000 families with children up to 8 years old in Argentina, Chile, Colombia, Ecuador, Mexico, Peru, Uruguay and Venezuela in May 2013. The study found that 42% of children used internet-connected devices, spending an average of 40 minutes online per day.

Though the report refers to survey respondents as “child internet users” it may be more illustrative to describe the study’s results as “usage of child-focused content” in households with children up to the age of 8. In other words, the report tracked usage of content from KidBox targeted to children, but whether the user was parent, child or both is unclear. Nonetheless, for marketers looking for branding and direct-response opportunities that eventually would reach parents or children, the difference may be immaterial.

The KidBox study found considerable variation in usage between online and mobile, and among different countries as well. On computers, digital media usage was highly focused on game play across the board, with about three-quarters of all PC usage dedicated to gaming, as opposed to videos and general website content.

On mobile, g! eneral site visits were particularly uncommon in Latin America as a whole. There was also less disparity between video viewing and gaming on mobile, compared with the PC. With that said, there were distinct variances breaking out Argentina and Mexico individually. In Argentina, 56% of media usage was devoted to mobile videos and 38% went to games, and the percentages were nearly flipped for Latin America at large—about one-third of mobile web time in Latin America went to videos, while nearly two-thirds went to games. Mexico found itself in the middle, as time was split nearly equally between mobile digital video and games.

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Thursday, September 19th, 2013 news No Comments

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

Retail Industry Remains the Largest Spender in US Digital Advertising

source: http://www.emarketer.com/Article/Retail-Industry-Remains-Largest-Spender-US-Digital-Advertising/1010187

Direct-response, search spending garners the greatest share of retailers’ digital advertising

The US retail industry’s advertising spending on paid digital media will hit $9.42 billion in 2013 and rise to $13.50 billion by 2017, for a 10.5% compound annual growth rate (CAGR), according to a new eMarketer report, “The US Retail Industry 2013: Digital Ad Spending Forecast and Key Trends.” While gains in digital outlays have slowed over the past several years, retail remains the top spender among US industries and will retain this lead for the duration of the forecast period.

However, eMarketer also expects the retail industry’s share of the total US digital advertising pie to decline slightly, from 22.3% in 2013 to 22.0% in 2017.

Whether on desktop or mobile, direct-response campaigns will continue to take the lion’s share of digital ad spending by the retail industry. Marketers in the retail industry—led by online and multichannel retailers, but also including catalog retailers and restaurants—will invest 64.6% of their paid digital dollars in direct-response efforts this year, according to eMarketer estimates. Brand-focused campaigns will make up the remaining 35.4%.

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Thursday, September 5th, 2013 news No Comments

Dynamic Ad Units Said to Deliver Strong ROI

source: http://www.marketingcharts.com/wp/topics/viral-marketing/fbx-dynamic-ad-units-said-to-deliver-strong-roi-36124/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Kenshoo-FBX-Units-Performance-Aug2013Facebook exchange (FBX) units can deliver an ROI comparable to other search and direct response channels, but that’s more likely to be the case for dynamic than static units, according to new data released by Kenshoo Social. Based on more than 1 billion ads delivered through Kenshoo Social during the first half of the year, the research indicates that the average ROI for dynamic ads was $8.10, a figure on par with the $8+ average for Kenshoo’s overall customer base, which includes search, social and direct response clients.

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Friday, August 23rd, 2013 digital No Comments

drag2share: New Evidence Of A Brand Push Into Mobile Advertising

source: http://feedproxy.google.com/~r/businessinsider/~3/5UtiuKBdIwg/new-evidence-for-brand-push-into-mobile-2013-7

BII_Velti_May2013New Trends In Mobile Advertising (Velti)
Velti’s State Of Mobile Advertising report compares mobile ad statistics for May 2013 with a year earlier, and comes up with some interesting trends. Overall, it’s clear that there’s a shift away from direct response type advertising, and toward audience-based, impression-based marketing characteristic of brand campaigns. The evidence for that is in the move toward larger ad units, cost-per-impression rather than cost-per-click advertising, and the decline of gaming apps in terms of ad impression share. Here are a few stats:

  • The iPhone saw a 4.7% increase in full-screen ads between May 2012 and May 2013
  • Gaming apps saw their ad impression share drop 15% in the period
  • CPM (cost-per-impression) campaigns rose 30% year-over-year
  • iOS saw a 5% increase in its impression share


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Monday, July 8th, 2013 news No Comments

The Financial Services Industry Steadily Grows Digital Ad Spend

Source: http://www.emarketer.com/Article/Financial-Services-Industry-Steadily-Grows-Digital-Ad-Spend/1010016

The US financial services industry will continue growing digital ad spending at a steady clip, registering a 9.9% CAGR through 2017, according to a new eMarketer report. Digital spend will be focused on direct-response initiatives. Mobile will also see increasing investment.

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Wednesday, July 3rd, 2013 digital No Comments

Digital Video Ads Beat TV by a Wide Margin

source: http://www.emarketer.com/Article/Driving-Engagement-Digital-Video-Ads-Beat-TV-by-Wide-Margin/1009992

Targeting is a key advantage for digital video

Almost three-quarters of marketing professionals worldwide planned to increase their spending on branded video content or video ads in the next year, according to a survey conducted by AOL Networks in April 2013. More than 50% of that group said that the added investment would come from TV and display budgets. Only 4% of respondents planned to draw back spending on digital video ads.

In keeping with digital advertising’s frequent role as a direct-response vehicle, the study found that digital video ads beat out TV ads for achieving engagement goals: 58% of marketers thought digital video ads performed better than TV ads by this measure, compared with 15% who said engagement was worse for digital video ads.

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Friday, June 28th, 2013 news No Comments

Mobile, Social See Biggest Digital Ad Spend Bumps

Source: http://www.emarketer.com/Article/Mobile-Social-See-Biggest-Digital-Ad-Spend-Bumps/1009926

Three of the hottest digital formats—mobile, social and video—will see the greatest percentages of US marketers upping their investments. Marketers are still more likely to treat digital marketing as a direct response tool, compared with offline marketing.

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Saturday, June 1st, 2013 digital No Comments

Primary Campaign Goal of CPG is Brand Awareness

Because CPG brands are primarily purchased in physical stores, awareness-focused campaigns are typically more effective than direct response.

For CPG advertiser Procter & Gamble, mobile video advertising is a beneficial tactic to drive user engagement.
Read more at http://www.emarketer.com/Article/CPGs-Mobile-Ads-Meet-Awareness-Goals/1009846#JZBAiJtY0GD6Z7Vs.99

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Monday, April 29th, 2013 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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