prime example

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

drag2share: Tracking Winners And Losers In The Multibillion-Dollar Mobile Phone Payments Revolution

source: http://feedproxy.google.com/~r/businessinsider/~3/-XKigzrRzkc/mobile-phone-payments-solutions-2013-8

bii_mobilepayments2013_paypalConsumers gravitate to convenience. That’s as true with payment technologies as it is with anything else. A prime example is the decades-old trend away from cash or checks and toward credit cards.

Now, the mass adoption of smartphones and tablets has set the stage for a new move — away from offline card-and cash-based transactions and toward those completed on mobile. The old dream of the “digital wallet” is coming true in a very particular mobile-led fashion.


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Friday, August 16th, 2013 news No Comments

Mobile Accounts For Over 60 Percent Of Pandora’s Ad Revenues

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

Mobile continues to drive Pandora’s ad business.

Mobile ad revenues for its fiscal third quarter were $66 million, up from an estimated $53 million a quarter prior. Mobile accounted for 62 percent of total ad revenues, compared to 59 percent in the second quarter. 

Overall mobile revenues, including subscriptions, increased $15 million in the quarter to $74 million.

Pandora is a prime example of how mobile is transforming what were once Web-based companies. With 77 percent of usage now coming from mobile— not to mention a majority of revenues— Pandora is essentially a mobile company.  

pandora ad revenues 

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Thursday, December 6th, 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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