News Flash: People Who Stare at Ads Buy (And Search)

Here’s a groundbreaking study: Eyeblaster, Microsoft Advertising and comScore have found that the longer people stare at an ad, the more likely they are to search for brand-related terms. Eyeblaster also found that “ad dwellers” are more likely to buy, too. Somehow, I don’t think that means we’re supposed to make all our creative into a “Where’s Waldo” type quest.

Reports MediaPost:

The results of the study indicate consumers who were exposed to campaigns that typically get people to linger longer are more likely to search for brand-related keywords as compared to users who were exposed to campaigns with a low dwell times. The research found that consumers who were exposed to campaigns with low dwell times increased brand related keyword searches by 12%, while consumers exposed to campaigns with high dwell times increased brand-related keyword search by 39%. This suggests that campaigns with high dwell times are three times more effective at driving search than campaigns with low dwell times.

Quantity or Quality for Display Ads?

According to the 2010 Display Advertising Study conducted by Advertiser Perceptions (for Collective Media), advertisers love to target audiences—and know what they’re getting—with site-specific ad buys. But buying targeted ad space on a site-by-site basis is time consuming—and buying on ad networks may see some increase, especially with advertisers with larger budgets.

Most advertisers still prefer site-specific ad buys and plan to continue that tactic. 74% list targeting as the primary benefit. On the other hand, ad networks’ primary benefit is reach—but only 8% (up from 3% last year) of advertisers said that reach is what differentiate ad networks. The most popular answer there was again targeting.

Does Google Latitude Have the Fortitude to Beat Foursquare?

Watch out Gowalla!

Run for the hills Foursquare!

In your face…er, Facebook!

Location based status updates are the hottest thing in social networking and Google would like in on the action. Oh, and if it decides to enter the race, it already has a head-start with 3 million willing users.

3 million? Already? How’d that happen?

Well, Google Latitude has offered location awareness since before your best friend became the Mayor of the men’s restroom on the 4th floor–it was a nasty incident with a beef burrito, I’m sure he’ll explain more on Twitter.

Anyway, Google has hinted that it might just get in on this check-in nonsense by turning Google Latitude into a Foursquare competitor:

McDonald’s Is McReady to McUse Facebook Location Service

Last month speculation swirled about the upcoming location services that Facebook was working on getting to market. With the interest in Foursquare, Gowalla and MyTown gaining more and more momentum there isn’t a better time for Facebook to come in and put their giant footprint on this developing landscape.

AdAge reports that McDonald’s is already working with the social networking behemoth around this service and will be front and center when Facebook delivers the anticipated functionality.

Facebook is preparing to launch location-based status updates for its users. But the social network is also planning to offer it to marketers, including McDonald’s.

Google Goggles Makes Android Devices Mobile Translators

Google has rolled out an expanded Google Goggles translation tool for Android devices using the image recognition technology of the service. The tool was originally introduced at the Mobile World Congress in February of this year in Barcelona. At the time only German could be recognized but with this roll out yesterday the service can now recognize English, French, Italian, German and Spanish and translate into many other languages. Google is currently working on expanding to more Latin-based languages and eventually aiming at other major languages like Chinese. It’s as simple as point, shoot and translate.

Google’s Mobile Blog tells us how it works and provides some pretty pictures as well.

Here’s how it works:

1 in 4 Facebook Users Clueless About Privacy

No, seriously. Consumer Reports’ Electronics Blog reports this week that Facebook users don’t seem to care that much about privacy. According to their National Research Center, 23% of Facebook users “either didn’t know that site offered privacy controls or chose not to use them.” 52% of social network users have risky information posted online.

I’m not sure what constitutes “risky information” according to Consumer Reports, but they do have some recommendations for Facebook privacy in next month’s magazine—which clearly aren’t written for people who work on the Internet. Or might have friends who aren’t already connected to mutual friends on Facebook—because following Consumer Reports’ recommendations will make it so only friends of your friends can find you on Facebook. So if you want to reconnect with that friend from college/HS/before, you’d better hope you already have a connection, or they aren’t quite as paranoid as you.

Staples on Twitter: They’re Doin It AWESOME

What are you doing with Twitter? What do you think you could be doing five months from now? In five months, says ClickZ, office-supply retailer Staples “has turned its Twitter account into a marketing insights and sales engine. Perhaps more importantly, the office supplies retailer has quickly learned the social site’s benefits for customer relations.” While they’re not yet at the level of Dell or Zappos, Staples has shown a good example of a startup Twitter account and its power.

One big success for the retailer came last November—when they failed. A Black Friday coupon code for the retailer malfunctioned, resulting in a lot of unhappy Tweets. Staples was able to use Twitter to help disgruntled customers. Staples is also using the microblogging service to keep a finger on the pulse of customer sentiment.