Marketing Pilgrim's "Display Advertising" Channel

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Survey Says Old School Ads Won’t Cut it on Facebook and Mobile

posted on August 16, 2012

Ah, the lowly banner ad. It’s been sitting there in the sidebar doing its job for more than a decade and still it gets no respect.

A recent survey by Harris Interactive on behalf of MediaBrix shows that modern web surfers simply can’t get behind those ultra square boxes of static information anymore. They want something new and different.

72% of Facebook users said they prefer ads that are immersive and interactive. They want to be entertained, tickled, or rewarded for learning more about a brand. And 60% said that goes for mobile, too!

Modern consumers are saying yes to ads because they understand that it’s the best way to keep their beloved apps free of charge.

87% of Facebook app users prefer free Facebook apps versus 13% that prefer paid apps that contain no advertising.

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Display’s Future Hinges on Integration With Other Digital Channels

posted on July 25, 2012

The online world is becoming less and less ‘siloed’ (I am pretty sure that is a ‘made up’ word but I am sticking with it) each and every day. While some individual marketing activities carry merit as a standalone function, it is safe to say that most digital marketing efforts don’t achieve their maximum result without being integrated with other online marketing activities across platforms and channels.

It’s this very reason that our advertising offers here at Marketing Pilgrim, which grew up as primarily display, are now intended to help advertisers through content development as well as promotion through various other digital channels (Interested in learning more? Contact us about Marketing Pilgrim channel sponsorship opportunities today).

A recent study from eConsultancy and Responsys, as reported by eMarketer, show just how marketers are taking this awareness from theory to application.

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Advertisers Go Gray as the Balance of Power Shifts in the US

posted on July 19, 2012

AARP (formerly known as the American Association of Retired Persons) is on a quest to get advertisers to include their demographic in more campaigns. Using tag lines such as “I may be creased, but my money is crisp,” they hope to persuade advertisers that there’s a profit to be made in the over fifty market.

Since the dawn of time, advertisers have sought out the younger buyers since they were the ones with discretionary cash. But these days, there aren’t too many 20 years old who are flush with the green stuff. 53% of recent college grads are unemployed or underemployed, the worst its ever been in the last 11 years. So why are advertisers so keen on pitching to a crowd of over-educated, broke young folks? Habit, mostly.

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Study Shows Men Notice Ads at Malls, Bars and . . . Medical Offices?

posted on July 12, 2012

AdAge Insights has just published a new report called “Dudes to Dads: U.S. Men’s Attitudes Toward Life, Family, Work.”

A portion of the report looks at how men of different ages view all types of advertising and the results were mostly predictable except for this:

Millennials report they pay considerable interest in the ads they see most often in shopping malls, followed closely by medical offices and bars or pubs. Gen Xers and boomers also notice ads in malls and medical offices, but to a lesser degree.

Medical offices? Are there a lot of ads in the doctor’s office? I guess I’ve seen charts with ads for pharmaceuticals at the bottom but it’s not like the exam room is plastered with Got Milk ads. Strange.

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Nielsen Reports Internet Leads Global Ad Growth

posted on July 10, 2012

This should not surprise many but the Internet is leading the way in advertising growth based on the Nielsen ‘s Global Advertising Trends, Q1 2012 report.

Here’s the full picture (literally)

If you live outside of North America or Europe growth is pretty robust. In the two aforementioned regions, not so much. Also note that in some areas the Internet is not the prime area of growth.

Are you experiencing the ad world the same way these statistics report?

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Consumers See Retargeted Ads as a Nice Reminder and an Easy Click

posted on July 9, 2012

The internet is getting downright spooky. Last night, I used iTunes to locate the old song Escape by Rupert Holmes, a big hit at the time, but not top on the charts at the moment. An hour later, I switched on Spotify, chose 80′s Pop and the first tune was Escape.

Coincidence? I suppose it could be but more likely Spotify picked up a thread of data somewhere that showed my interest in the song. Was this an instance of retargeting or am I just getting paranoid?

Normal people (not ones who live on the internet 24 / 7 like me) no longer fear the data cookie. They see retargeted ads as a useful tool for navigating the web.

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Facebook Ads More About Awareness Than Leads

posted on July 9, 2012

There is plenty being said about Facebook ads these days.

A recent study conducted by AdAge along with Citigroup may have given the answers that advertisers know to be true but it is not likely the type of information that Facebook may want to hear about its advertising platform.

The study revealed that most marketers are doing Facebook ads for brand awareness and building sentiment for their brand. So is this a bad thing? Well, not if you are a major brand with deep pockets and can afford to give the fall back position of “We are branding” as why you advertise on Facebook. When it is being found that lead gen and other hard performance indicators aren’t so great you say “We need to be in front of these people even if they are not clicking through”.

Trouble is that smaller advertisers they usually don’t have that luxury. So what did this survey actually say?