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Internet Ad Revenues Reach New Heights

posted on September 28, 2011

Internet ad revenues are climbing, which must mean people are buying. (Or at least, I hope so.) According to new numbers from the Interactive Advertising Bureau, ad revenues hit $14.9 billion in the first half of this year. That’s a growth rate of 23.2%.

The second quarter of 2011 was record breaking, with a reported $7.7 billion over $6.2 billion from the same time last year.

Small Screen, Big Payoff

Although growth was good in all segments, video took top honors with growth equal to 42.1% over last year. Video is slowly becoming a viable option for advertisers of all sizes since video hosts such as YouTube have made it easier to do. You also have to look at the sheer number of videos that are popping up online. Now advertisers can choose from a wide variety of short form videos or hook their wagon to full-length TV shows and movies.

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AOL Adds E-Commerce to Project Devil

posted on September 21, 2011

AOL’s Project Devil was supposed to be the key to the company’s future financial success but things haven’t gone as well as they’d hoped. Everyone likes the bold, interactive ad units but not everyone is in a position to fork over the kind of cash it takes to run one.

The big boys like Ford, Coca-Cola and Campbell’s are using the program, and AOL’s Tim Armstrong says that the response to the ads themselves has been good. He says folks stay on Project Devil ads almost four times longer than the industry average. In this case, time really is money, because longer engagement times usually result in conversions and better brand recognition.

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Incentivized Advertising Raises Brand Awareness

posted on September 20, 2011

When we were kids, the promise of a gold star or a sticker was all the incentive we needed to do our very best on a spelling test. As we grew, the incentives did too, a higher allowance for keeping your room clean, then a higher salary for doing a good job at work.

So it’s no wonder that consumers are willing to give a little more of themselves to a brand, as long as there’s a prize at the end.

SocialVibe and KN Dimestore recently conducted a survey to discover just how helpful incentives can be. They placed interactive ads on sites such as Causes.com and Pandora and on games like Farmville. Visitors were asked to play a branded game or take a survey and in return they’d receive an appropriate reward. For Farmville it was game credits, air-time without ads on Pandora and donations on Causes.com.

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Mobile Beats Browsers for Ad CTRs

posted on September 15, 2011

When comparing similar ads from the same company on both mobile and browser, MediaMind found a big difference in the CTR. After looking at more than 230 million impressions, they found that the mobile Click Through Rate came in at 0.61%, while the
Standard Banners recorded a CTR of 0.07%.

In the past, experts have dismissed these kinds of claims, saying that a lot of ads are being clicked on by accident, but MediaMind says not true. Their stance is that mobile is simply experiencing the same kind of “new and fascinating” curve that banner ads had when they first asked people to punch the monkey.

Positioning also plays a big part in the high CTR. Says MediaMind:

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Microsoft, Yahoo, AOL Take on Google With Scrap Carpet

posted on September 14, 2011

According to AllThingsD, AOL, Yahoo and Microsoft unveiled plans to take on Google by joining forces to sell each other’s ad inventory. The plan is to try a collective approach to battling Google and others.

The strategy is also designed to help them claw back some ad spending that has ended up in the hands of ad networks in recent years.

Executives from all three companies briefed a group of top Web publishers and ad buyers about the plan at a dinner presentation last night in Manhattan. AOL, Yahoo and Microsoft hope to convince big Web properties to share some of their ad inventory as well, and to get big ad holding companies to funnel some of their purchases through the consortium.

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Movie Biz Cashes in on Early Online Marketing

posted on September 6, 2011

The Girl with the Dragon Tattoo opens in theaters just before Christmas, but the teaser trailer popped up on the web back in March. The studio claimed it was “leaked” but it’s quite likely that it was “leaked” on purpose in order to create buzz for the film.

Early advertising is paying off for the movie biz in a big way as more and more people go online to search for news of coming films. According to an article on MediaPost, studios have seen huge spikes prior to a film’s release such as an 8,510% rise on searches for “The Help” in the past 30 days. That’s a lot of buzz.

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Most B2Bs Spend Under 5% of Revenue on Marketing

posted on August 30, 2011

Everyone knows you have to spend money to make money, but in the B2B world, that spend is only around 5% of the make.

According to numbers from eMarketer, the majority of B2B marketers say their spend is equal to 5% or less of their company’s revenue. But even though the numbers are tied together, 35% of marketers said they didn’t report their financial contributions to senior management. 33% said they don’t even track their return on investment.

If we talk strictly about smaller B2B companies, it’s easy to see why they aren’t tracking and reporting — because it takes too much time and time is an even tighter commodity than money. There are plenty of tools online to help you gather stats but connecting those stats to income is the tricky part.