display advertising

Marketers Put More Work in the Hands of In-House Agencies

source: http://www.emarketer.com/Article/Marketers-Put-More-Work-Hands-of-In-House-Agencies/1010228

Cost-cutting drives changes

A growing contingent of client-side marketers are turning to in-house agencies to take more ownership of their advertising and marketing strategy.

According to an Association of National Advertisers (ANA) survey, 58% of US client-side marketers said their company used an in-house agency this year, compared to only 42% who five years earlier said the same. And 56% of respondents said in May 2013 that in the past three years, they had moved at least some established business previously handled by an external agency to their in-house agency.

Magazine advertising, social media, online display advertising and search engine marketing were the services most commonly handled by an in-house agency, according to the study. The proliferation of digital marketing channels may be convincing companies to move more marketing in-house, so they can be more responsive and create a full breadth of material at lower cost. Still, only small percentages of in-house agencies handled most of these services, indicating that much work still sits squarely with external agencies.

Traditional TV and radio advertising were the least likely formats to be handled in-house.

Marketers cited cost savings as the most significant advantage of bringing agency work in-house in 2008. This year, it remained the top advantage, however one cited by far fewer respondents.

Five years earlier, more than half of marketers saw cost efficiencies as an in-house agency’s primary advantage, whereas in! 2013, that figure had dropped to 35%. Other factors instead took on greater precedence: 19% of marketers cited brand expertise, as well as institutional knowledge and the added benefit of a team dedicated to the company or brand. This indicates that marketers have become more satisfied by the quality of work created by in-house agencies.

But the disadvantages also stacked up. Forty-five percent of the survey respondents said it would not be as easy to stay on top of key trends with an in-house agency. That was more than the percentage of marketers who saw this as a challenge in 2008, and suggests that digital channels amplify the importance of understanding the latest marketing opportunities. Creative innovation was also seen as more lacking when agencies moved in-house, along with limited skill sets among the staff.

The digital marketing age seems to be forcing marketers to navigate between two competing impulses—the need to produce more marketing than ever before across ever-proliferating channels is making in-house agencies particularly attractive. But the skills needed to effectively leverage and communicate via these channels are still often seen as best handled by agencies fully dedicated to the advertising and marketing space.

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Thursday, September 19th, 2013 news No Comments

Global Marketers Say Lead Gen A Bigger Social Ad Objective Than Branding

source: http://www.marketingcharts.com/wp/direct/global-marketers-say-lead-gen-a-bigger-social-ad-objective-than-branding-36489/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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The results mark somewhat of a departure from recent studies which have suggested more of a branding focus from social media ad buys (see here and here).

Lead generation is also the primary objective for a plurality (37%) of in-house marketers engaged in online display advertising, although direct online sales (26%) is their second-biggest objective. When it comes to paid search, direct online sales (40%) counts as the primary objective, followed closely by lead gen (38%).

The bulk of social advertising dollars are being spent on Facebook, per the report. Client-side respondents indicate that they’re allocating 41% of their social ad budgets to the platform, compared to 18% for LinkedIn, 17% for Twitter, and 24% to other networks. Agency respondents estimate that an even greater 53% of their clients’ social ad budgets are being directed to Facebook.

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Monday, September 9th, 2013 news No Comments

Effectiveness of B2B Online Display Advertising Questioned

Source: http://www.addon.tv/media-news/effectiveness-of-b2b-online-display-advertising-questioned.html

Effectiveness of B2B Online Display Advertising Questioned


According to a new report from Forrester, summarized by MarketingProfs, only 13% of B2B interactive marketers say they have increased online display budgets in 2011 relative to 2010 levels, in large part due to perceptions of ineffectiveness.

71% of B2B marketers surveyed say they used display advertising during the fourth quarter of 2010, whereas 86% of B2C marketers reported doing so.

Attitudes toward online display are negative, particularly toward ad exchanges, DSPs (demand-side platforms), and ad networks:

  • 27% of B2B marketers say they anticipate increased effectiveness of display advertising via exchanges over the next three years
  • 21% expect increased effectiveness of display media via DSPs over the next three years
  • 16% expect increased effectiveness of display ads via ad networks over the next three years

Given lengthy and complex purchase cycles, says the report, most B2B marketers focus display efforts on increasing brand awareness, lead generation, reaching key target audiences, and driving direct sales.

Only 20% of marketers focus display efforts on increasing site visits (e.g., using campaigns to drive clicks to lead-securing and nurturing opportunities such as webinars, whitepapers, and virtual events). Still fewer marketers focus display efforts on driving brand favorability (17%) and customer lifetime value (14%), observes the report.

 

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Wednesday, July 18th, 2012 news No Comments

Secular Decline Shift Away from Display Advertising

Secular Decline Shift Away from Display Advertising from Dr Augustine Fou

As advertisers focus more on ROI, there is a permanent and irreversible shift from display advertising (CPM) to search advertising (CPC) where the advertiser only pays when they get the action — e.g. the click.

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Thursday, May 24th, 2012 digital No Comments

Search and Social Media in Regulated Industries #SESNY

Search and Social Media in Regulated Industries – Pharmaceutical, Healthcare, Financial Services, Insurance.

http://sesconference.com/newyork/agenda-day2.php#search-social-regulated-industries

 

dr augustine fou post panel interview

 

For more information and the full interview  – http://www.youtube.com/watch?v=AXAh5jRVp_w

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Wednesday, March 21st, 2012 digital strategy, SEM, SEO, Social media No Comments

Search Ads versus Display Ads

UPDATED:  April 10, 2012

AdSafe study shows that a quarter of display ads are never in view on publishers’ websites. And it gets worse from there — 41% never in view for content networks and 46% never in view for ad exchanges. Users are there to view content, not ads. And they are conditioned to avoid the top, right side, and bottoms of web pages (see eye tracking at the bottom of this post).

Image Source: http://www.emarketer.com/Article.aspx?id=1008965

Cumulative Time that Digital Display Ads Worldwide Are In-View, by Platform, Q4 2011 (% of total)

ORIGINAL POST:  March 25, 2011

Hands down, search ads beat display ads in click through rates (CTRs).  In every one of the examples below and the several dozen more that I did not screen shot, search is more effective than display because the ads are brought up when the user types in the search term and are looking for something, vs display which is served up alongside content.

search advertising versus display advertising display ads vs search ads CTRs search CTRs vs display CTRs search ads display ads

Facebook display advertising click through rates are even sadder (i.e. worse) as you can see from the chart below — like an order of magnitude

lower (0.024%)
facebook ad click through rate

display ad spending search ad spending emarketer

search ads vs display ads

digital display vs search ads

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Eye tracking studies show that most users are already conditioned to avoid looking at the top and right side of web pages because they know that is where banner ads or display ads go.

 

 

 

 

 

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Friday, March 25th, 2011 analytics 1 Comment

Only 40% Of Web Ads Use Adobe Flash (ADBE)

Source: http://www.businessinsider.com/chart-of-the-day-display-advertising-creative-by-format-2010-6

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When the iPad was first announced by Apple, ad people moaned that without Flash many websites would lose a valuable source of revenue.

Ian Schafer, CEO of marketing agency Deep Focus, wrote “ads are almost 100% rendered in Adobe‘s Flash.” Because Apple wouldn’t support Flash, it would be screwing web publishers.

Turns out that’s not exactly true. New data from comScore reveals that just 40% of ads on the web are based on Flash or Rich Media. Plain old images in the form of jpegs are just as popular. And those jpegs show up anywhere.

chart of the day, Display Advertising Creative by Format, may 2010

Follow the Chart Of The Day on Twitter: www.twitter.com/chartoftheday

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Monday, July 5th, 2010 news No Comments

last-ad accounting, last-ad-attribution model

Why the Click Is the Wrong Metric for Online (Display) Ads

http://adage.com/digital/article?article_id=134787

There is a whole ruckus around ad networks getting too little credit for helping to drive customers’ awareness and clicks for advertisers. In the past, ad networks wanted to claim credit for type-ins (people going to an advertiser’s site by typing the URL instead of clicking on an ad). They called this “view through” and the ad networks wanted these to be attributed to their showing the ad somewhere on their network.

Now they claim that getting credit for only the last-ad is not enough — the ad the user actually clicked on to get to the advertiser’s site, the one that can actually be tracked and properly attributed.

What’s at stake is the relatively large piece of “direct” or referrer-less traffic. Analytics packages can only assign these to type-ins or bookmarks since there was no referring site to attribute them to, let alone ad creative version, etc.

But while there is demonstrable lift in click rates when display ads and search ads are running at the same time — i.e. they reinforce and complement each other — it does not mean that ad networks can or should claim credit for the lift. After all, advertising running on another network COULD also cause a lift in results of ads running on another network if they are run simultaneously.

So the bottom line is if the click or the visit is not directly attributable, it should not be attributed.

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Monday, February 23rd, 2009 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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