tv ads

Why Click On A Smart TV Ad?


YuMeLGNielsen-Reasons-Clicking-Smart-TV-Ad-Sept2013Smart TV ads are quite effective, with full package ad buys potentially outperforming traditional TV on several advertising and brand metrics. So say YuMe and LG in a new study [download page] conducted by Nielsen among a small pilot group of US participants. In a larger follow-up survey of smart TV users in the US, the researchers examine the reasons given for clicking on a smart TV ad. Not surprisingly, most said it was because they were interested in the advertised product or brand.

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Wednesday, September 11th, 2013 news No Comments

US Total Media Ad Spend Inches Up, Pushed by Digital – eMarketer


eMarketer expects US advertisers to spend $171.01 billion on paid media this year, up 3.6% over 2012 spending levels, according to our most recent forecast of US ad spending.

The 3.6% growth rate will be down somewhat from last year’s 4.3% increase, attributable largely to boosts from the Summer Olympics and a national election season. Spending growth for 2014 will be up, with help from the Winter Olympics, midterm elections and the FIFA World Cup, as growth rates hover between 3.1% and 4.1% for the rest of the forecast period.

eMarketer expects TV to continue to capture the largest share of paid ad spending in the US for the foreseeable future, though its percentage of total spending will drop slightly, from 39.1% in 2012 to 38.8% this year and 38.2% in 2017, as spending on TV ads grows more slowly than spending on paid media as a whole.

Digital media will gain the most share during the forecast period, rising from 22.3% of total spending in 2012 to nearly a quarter this year and 31.1% by 2017. Mobile alone will grow ad spending even more quickly than digital as a whole; mobile is expected to account for 15.8% of all ad spending by 2017, or $31.1 billion.

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Thursday, August 22nd, 2013 news No Comments

How Do Consumers Find Out About New Products and Brands?


Ipsos-How-Consumers-Find-Out-About-New-Products-Brands-July2013How are Americans introduced to new products and brands? Most often through TV ads, according to new survey results from Ipsos Open Thinking Exchange. After TV ads, Americans say they’re most likely to learn about new products and brands from friends and family (54%) and on the internet (also at 54%). The results reveal some interesting demographic differences within the US, as well as some intriguing variations between US responses and ones from the rest of the world.

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Thursday, August 1st, 2013 news No Comments

Why Are TV Viewers Watching Ads? Not Because They’re Entertaining


AvidOvum-Why-Watching-TV-Ads-July2013In an age of growing DVR use (sometimes in order to skip commercials) and increasingly multi-tasking behavior (with mobile owners spending perhaps an estimated one-third of their ad viewing time looking at their devices), Avid and Ovum set out to ask TV audiences why they continue to watch TV ads. Based on an online survey [download page] of more than 3,000 consumers across the US, UK, Germany, and Brazil, the researchers found that viewer passivity appears to be a bigger factor than the ad creative itself.

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Friday, July 26th, 2013 news No Comments

Digital Video Ads Beat TV by a Wide Margin


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

drag2share: These 3 Deals Show How Twitter Could Steal Ad Dollars From TV


These 3 Deals Show How Twitter Could Steal Ad Dollars From TV

Mar 7, 2013

Twitter made three deals recently all of which indicate the microblog platform believes its future is in TV ad dollars. Consider:

First, Twitter’s new Ads API allows companies like TBG Digital to buy promoted tweet campaigns against the nightly TV schedule, as if tweets were like TV ads. Why? Because people like to tweet while they watch TV. Here’s a chart from Twitter ad buyer TBG Digital showing the enhanced effect of advertising that also uses a Twitter campaign:

TBG Twitter

Second, Twitter recently acquired Bluefin Labs, a social TV measurement company. Twitter believes there is a strong, symbiotic connection between Twitter and TV watching — and it intends to prove that to advertisers with hard metrics.

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Thursday, March 7th, 2013 news No Comments

Here’s The Big Problem With Facebook’s New E-Commerce Effort (FB)


facebook gifts

Yesterday, Facebook announced that it will sell gifts users can send to their friends.

Chris Dixon, a successful serial investor and one of New York’s most visible startup investors is skeptical it’ll work.

“Getting users to switch ‘modes’ from online to offline (& vice versa) has historically yielded very low conversion rates,” he tweets.

His point is that when people go to people go to Website for one reason, it’s hard to get them to do anything else.

Users go to Amazon to shop, for a date, and Craigslist for a free sofa. Users go to Facebook to share photos and maybe read news, not buy things.

Just because a new feature from Facebook appears, doesn’t mean users are going to suddenly start going there to use it.

“It’s all about the mental state. Are you sharing photos online [or] giving something offline? The numbers show it’s hard to switch.”

Other cases in which getting users to switch “modes” from offline to online or back again, that hasn’t worked include “showing URLs in TV ads or magazines” or “trying to sell anything on [a] social network.”

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Friday, September 28th, 2012 news No Comments

Luxury Ad Dollars Moving From TV to Online Video


Luxury brands plan to ramp up spending on online video and rich media at the expense of traditional media (e.g., magazine and TV ads), per findings [pdf] from an August 2012 study by Martini Media, in partnership with Digiday. Some 14% of agency respondents described the amount of money their luxury clients will shift from […]

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Monday, August 27th, 2012 news No Comments

Video Ads Destroy TV Ads in Effectiveness

Video Ads Destroy TV Ads in Effectiveness by Augustine Fou from Dr Augustine Fou
If on a CPM basis TV ads cost about the same as online video ads ($30 vs $15 CPM), wouldn’t it be better to use the one where you KNOW the user saw the ad (video ad plays) and there are further metrics (click-through) to measure impact.

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Tuesday, April 24th, 2012 digital No Comments

Traditional ads are like homeless marketing – at best you’ve got a glance to get your message across

by: Aoife city womanchile

by: Aoife city womanchile

Homeless marketing – they hold up a sign and hope that passersby will look down, read the sign, then stop, take out their wallet, take some money out, and give it to them.  What’s the probability of that happening?  What are the chances they will even get a glance?  Same thing happens with TV ads, print ads, radio ads, and all forms of traditional push ads.  Where is the value exchange? There is none.

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Tuesday, October 6th, 2009 digital 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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