According to a recent IAB release, Internet advertising revenues reached a new record of $4.9 billion for the first quarter of 2007. The 2007 first quarter revenues represent a 26 percent increase over Q1 2006 at $3.8 billion and a 2 percent increase over Q4 2006 at $4.8 billion. For your convenience, annual Internet revenues are included as an historical reference.
IAB President and CEO, Randall Rothenberg, said "The continued growth of online ad revenues clearly illustrates marketers' increased comfort with this medium... new platforms and technologies that enrich interactive advertising guarantees that this growth trend will continue."
Peter Petrusky, director, PricewaterhouseCoopers, a partner in the study, said "...Given these results... expect continued strong revenue growth buoyed by an expanding broadband subscriber base... more users spending more time online... (and) a platform for rich media and video ads that dial-up connections can't render."
Internet Ad Revenues (Billion Dollars)
Year
Annual Web Revenue
Q1 2007
1997
$.91
1998
$1.9
1999
$4.6
2000
$8.1
2001
$7.1
2002
$6.0
2003
$7.3
2004
$9.6
2005
$12.5
2006
$16.9
2007
$4.864
Source: PwC/IAB Internet Advertising Revenue Report
Conducted by the New Media Group of PricewaterhouseCoopers, the "IAB Internet Advertising Revenue Report" was started by the IAB in 1996, and represents data from all companies that report meaningful online advertising revenues.
Tuesday, June 12, 2007
Friday, May 25, 2007
Nearly six in 10 Web users
Nearly six in 10 Web users (59%) have watched online video ads, according to a new study by The Kelsey Group.
"YouTube has largely popularized the concept of watching short videos on a computer screen and has likewise familiarized consumers with the idea of watching short video ads," states the report. What's more, people aren't just watching ads, but the majority of those who view an ad also either visit a Web site or take some other action, according to Kelsey, which based its report on a survey. Of 296 respondents who had viewed a video ad, 43% said they then clicked on a Web site, while 22% requested more information, 18% went to a store, 15% made a purchase, 11% forwarded the video to a friend, 9% signed up for a product or trial and 3% ordered a subscription. Forty-five percent took no action.
Why are response rates relatively high? Kelsey surmises it's because people watch video on the Web while literally "leaning forward," with one hand on the mouse ready to click somewhere else. "Users who views ads during a television broadcast are often on their couches in 'lean back' mode and are thus unlikely to immediately respond in any meaningful way beyond making a mental note. Users watching video on their PCs are conversely in 'lean forward' mode and are likely engaged in a search process to find a product or service," states the report.
But the report shouldn't necessarily be seen as an endorsement of the repurposed TV ads that currently precede many online videos. To the contrary, Kelsey specifically said that one of the benefits of online video ads was that marketers could experiment with formats that were more creative than the traditional 30-second television spot.
"YouTube has largely popularized the concept of watching short videos on a computer screen and has likewise familiarized consumers with the idea of watching short video ads," states the report. What's more, people aren't just watching ads, but the majority of those who view an ad also either visit a Web site or take some other action, according to Kelsey, which based its report on a survey. Of 296 respondents who had viewed a video ad, 43% said they then clicked on a Web site, while 22% requested more information, 18% went to a store, 15% made a purchase, 11% forwarded the video to a friend, 9% signed up for a product or trial and 3% ordered a subscription. Forty-five percent took no action.
Why are response rates relatively high? Kelsey surmises it's because people watch video on the Web while literally "leaning forward," with one hand on the mouse ready to click somewhere else. "Users who views ads during a television broadcast are often on their couches in 'lean back' mode and are thus unlikely to immediately respond in any meaningful way beyond making a mental note. Users watching video on their PCs are conversely in 'lean forward' mode and are likely engaged in a search process to find a product or service," states the report.
But the report shouldn't necessarily be seen as an endorsement of the repurposed TV ads that currently precede many online videos. To the contrary, Kelsey specifically said that one of the benefits of online video ads was that marketers could experiment with formats that were more creative than the traditional 30-second television spot.
Thursday, May 17, 2007
Social Media Marketing Aids Online Visibility
IN THE REAL WORLD WE turn to colleagues and friends for advice on what products and services to buy; generally trying to avoid the salesperson. Understandably this is why social media is so effective and can facilitate an increase in a marketer's bottom line. No longer do we have to rely only on mass media for our information and advice. Social media (and Web 2.0 technologies) allow us to create innovative targeted campaigns to promote brand and product awareness and can provide us with valuable feedback.
In our 2007 Online Marketing Predictions report, we concluded that social networking will continue growing strong but will become very niche-like, based around unique user personalities. This trend changes the way marketers reach out to their targets. It's no longer the company that is looking for the customers. Potential customers are online, actively searching for the best place to find the product or service they want.
From blogs to podcasts, and RSS feeds to text messaging, online communities enable marketers to have a direct connection with highly targeted individuals. Understanding this niche aspect and communicating with users in a way that is non-disruptive is vital for a successful social media marketing campaign. Additionally, this shift is also enabling a new class of autonomous newsmakers and brand influencers to emerge, many wielding the word-of-mouth influence and reach of traditional media, but to smaller and more qualitative audiences.
This transformation of the media landscape creates both opportunities and challenges for corporate marketers. It takes exactness to successfully navigate and execute social media programs.
The University of Massachusetts - DartmouthCenter for Marketing Research completed a recent study on social media adoption among 121 members of the Inc. 500 and uncovered some interesting adoption trends:
How familiar are the Inc. 500 with various social media?
42% are familiar with social networking.
38% are familiar with message boards.
36% are familiar with blogging.
What types of social media are they using?
33% are using message boards.
27% social networking.
24% online videos.
19% blogging.
Finally, 66% of those surveyed said social media was either "very important" or "somewhat important" to their marketing strategy.
Additionally, a survey from KnowledgeStorm shows that more than 80% of business and IT professionals worldwide read blogs.
Other key findings:
53% of respondents say blogs impact their work-related purchases.
53% of respondents read blogs weekly for business information.
57% of respondents read blogs weekly for tech information.
59% of respondents are "somewhat" to "very" familiar with RSS feeds.
31% of respondents subscribe to RSS feeds.
Blogs, in particular, give marketers the perfect opportunity to generate interest and demand -- and more important, grow relationships with customers. However, some companies are a bit afraid of allowing a vehicle for negative comments. This should not be a concern - you look more credible if you allow some criticism. According to Bob Lutz, General Motor's vice chairman, global product development, "the key is to leave the corporate-speak behind and keep the tone conversational, open, and honest."
In the same vein, Microsoft has found blogs authored by their product managers to be very helpful. Employee blogs such as these are kind of like Open Source -- come here and help us make our product/service better, or help us co-develop. This helps Microsoft understand its customers' needs better and can help it pick up bugs sooner, which ultimately translates to the bottom line.
The ultimate goal of SMM is to establish a voice and two-way communication, turning marketing into a soft sell, rather than a hard one. SMM is clearly a viable option for reaching B-to-B and B-to-C buyers. These new online media formats help companies better address shifting preferences and opinions. Marketing campaigns will achieve even greater results because companies are now able to truly listen to and come to understand their customers' needs and wants, which is good for the bottom line.
In our 2007 Online Marketing Predictions report, we concluded that social networking will continue growing strong but will become very niche-like, based around unique user personalities. This trend changes the way marketers reach out to their targets. It's no longer the company that is looking for the customers. Potential customers are online, actively searching for the best place to find the product or service they want.
From blogs to podcasts, and RSS feeds to text messaging, online communities enable marketers to have a direct connection with highly targeted individuals. Understanding this niche aspect and communicating with users in a way that is non-disruptive is vital for a successful social media marketing campaign. Additionally, this shift is also enabling a new class of autonomous newsmakers and brand influencers to emerge, many wielding the word-of-mouth influence and reach of traditional media, but to smaller and more qualitative audiences.
This transformation of the media landscape creates both opportunities and challenges for corporate marketers. It takes exactness to successfully navigate and execute social media programs.
The University of Massachusetts - DartmouthCenter for Marketing Research completed a recent study on social media adoption among 121 members of the Inc. 500 and uncovered some interesting adoption trends:
How familiar are the Inc. 500 with various social media?
42% are familiar with social networking.
38% are familiar with message boards.
36% are familiar with blogging.
What types of social media are they using?
33% are using message boards.
27% social networking.
24% online videos.
19% blogging.
Finally, 66% of those surveyed said social media was either "very important" or "somewhat important" to their marketing strategy.
Additionally, a survey from KnowledgeStorm shows that more than 80% of business and IT professionals worldwide read blogs.
Other key findings:
53% of respondents say blogs impact their work-related purchases.
53% of respondents read blogs weekly for business information.
57% of respondents read blogs weekly for tech information.
59% of respondents are "somewhat" to "very" familiar with RSS feeds.
31% of respondents subscribe to RSS feeds.
Blogs, in particular, give marketers the perfect opportunity to generate interest and demand -- and more important, grow relationships with customers. However, some companies are a bit afraid of allowing a vehicle for negative comments. This should not be a concern - you look more credible if you allow some criticism. According to Bob Lutz, General Motor's vice chairman, global product development, "the key is to leave the corporate-speak behind and keep the tone conversational, open, and honest."
In the same vein, Microsoft has found blogs authored by their product managers to be very helpful. Employee blogs such as these are kind of like Open Source -- come here and help us make our product/service better, or help us co-develop. This helps Microsoft understand its customers' needs better and can help it pick up bugs sooner, which ultimately translates to the bottom line.
The ultimate goal of SMM is to establish a voice and two-way communication, turning marketing into a soft sell, rather than a hard one. SMM is clearly a viable option for reaching B-to-B and B-to-C buyers. These new online media formats help companies better address shifting preferences and opinions. Marketing campaigns will achieve even greater results because companies are now able to truly listen to and come to understand their customers' needs and wants, which is good for the bottom line.
Monday, April 23, 2007
IAB Declares War On Web Measurement Firms
DISCONTENT OVER THE STATE OF Web traffic metrics is coming to a head.
The Interactive Advertising Bureau late last week issued an open letter to comScore and Nielsen//NetRatings requesting they submit to a third-party audit of their measurement processes.
Although the IAB has spent years pushing the two major Web audience measurement services, an audit by the independent Media Rating Council is more likely now because there's a sense of urgency and greater industry support, said Randall Rothenberg, president and CEO of IAB since January. The issue of bad metrics, he said, was the resounding issue that IAB members named when he assumed the job.
"The IAB and the MRC have been asking for this since 1999 and they haven't even established a timetable," said Rothenberg, alluding to the measurement firms. "Tensions are running high as the Internet becomes the center of all marketing."
The Association of National Advertisers is now onboard supporting the audit, while Rothenberg said he expects the American Association of Advertising Agencies and other trade organizations to join the fight shortly.
The goal of the IAB and its industry members is to achieve transparency in audience counts and to revise out-of-date methodologies, according to Rothenberg, adding that "despite a multiplicity of reported discrepancies in audience measurements, comScore and NNR each has resisted numerous requests for audits by the IAB and the Media Rating Council since 1999."
To establish the source of apparent discrepancies between the audience measurements of comScore and Nielsen and those of the server logs of the IAB members, the IAB has asked that both comScore and Nielsen obtain audits of their technologies and processes by the Media Rating Council.
Media companies have often complained about large discrepancies between their own log files and panel companies' versions of their traffic.
In addition, the owners of sites serving niche audiences say their traffic can be ignored completely because panels represent a miniscule fraction of the total Web audience and do not accurately reflect all segments.
"All measurement companies that report audience metrics have a material impact on interactive marketing and decision-making," Rothenberg wrote. "Therefore, transparency into these methodologies is critical to maintaining advertisers' confidence in interactive, particularly now, as marketers allocate more budget to the platform."
Neither comScore or Nielsen responded to requests for comment regarding the IAB's letter.
Media buyers applauded IAB's efforts despite the fact that they rely on a number of other market indicators besides comScore and Nielsen.
"We need those tools to be as [accurate] as they could possibly be, so I don't know why they'd resist an audit," said Sarah Fay, president of Aegis' interactive ad agency network, Isobar, U.S.
"But," Fay added, "At the end of the day, their numbers are used more as a directional tool rather than a holy grail for our decision making."
In the letter, Rothenberg asks for a summit meeting with the IAB's Board of Directors on interactive audience measurement, along with an agreement to a near-term timetable for independent audits and accreditations of comScore's and Nielsen's companies' interactive-audience measurement processes.
The Interactive Advertising Bureau late last week issued an open letter to comScore and Nielsen//NetRatings requesting they submit to a third-party audit of their measurement processes.
Although the IAB has spent years pushing the two major Web audience measurement services, an audit by the independent Media Rating Council is more likely now because there's a sense of urgency and greater industry support, said Randall Rothenberg, president and CEO of IAB since January. The issue of bad metrics, he said, was the resounding issue that IAB members named when he assumed the job.
"The IAB and the MRC have been asking for this since 1999 and they haven't even established a timetable," said Rothenberg, alluding to the measurement firms. "Tensions are running high as the Internet becomes the center of all marketing."
The Association of National Advertisers is now onboard supporting the audit, while Rothenberg said he expects the American Association of Advertising Agencies and other trade organizations to join the fight shortly.
The goal of the IAB and its industry members is to achieve transparency in audience counts and to revise out-of-date methodologies, according to Rothenberg, adding that "despite a multiplicity of reported discrepancies in audience measurements, comScore and NNR each has resisted numerous requests for audits by the IAB and the Media Rating Council since 1999."
To establish the source of apparent discrepancies between the audience measurements of comScore and Nielsen and those of the server logs of the IAB members, the IAB has asked that both comScore and Nielsen obtain audits of their technologies and processes by the Media Rating Council.
Media companies have often complained about large discrepancies between their own log files and panel companies' versions of their traffic.
In addition, the owners of sites serving niche audiences say their traffic can be ignored completely because panels represent a miniscule fraction of the total Web audience and do not accurately reflect all segments.
"All measurement companies that report audience metrics have a material impact on interactive marketing and decision-making," Rothenberg wrote. "Therefore, transparency into these methodologies is critical to maintaining advertisers' confidence in interactive, particularly now, as marketers allocate more budget to the platform."
Neither comScore or Nielsen responded to requests for comment regarding the IAB's letter.
Media buyers applauded IAB's efforts despite the fact that they rely on a number of other market indicators besides comScore and Nielsen.
"We need those tools to be as [accurate] as they could possibly be, so I don't know why they'd resist an audit," said Sarah Fay, president of Aegis' interactive ad agency network, Isobar, U.S.
"But," Fay added, "At the end of the day, their numbers are used more as a directional tool rather than a holy grail for our decision making."
In the letter, Rothenberg asks for a summit meeting with the IAB's Board of Directors on interactive audience measurement, along with an agreement to a near-term timetable for independent audits and accreditations of comScore's and Nielsen's companies' interactive-audience measurement processes.
Thursday, April 19, 2007
Microsoft Eyes The Future of Web Development
MICROSOFT UNVEILED TWO tools that it plans to use to extend its reach into the Web 2.0 landscape -- voice-activated search service via TellMe Networks, and Silverlight, a browser plug-in set to rival Adobe's Flash. On the mobile search front, San Francisco-based TellMe Networks launched its free, voice-activated search service. The service allows users to search for local businesses by name or category, and then either hear or view the result via their mobile phone, creating an ideal platform for contextual ads. Microsoft's deal to acquire TellMe for an estimated $800 million underscores the growing importance of voice-activated applications for mobile search. Microsoft, along with other technology companies, is looking for the next area of search growth and mobile is key.
Microsoft earlier this week launched Silverlight, a plug-in for playing media files and displaying interactive Web applications. Silverlight is part of a full suite of cross-platform Web development tools slated for release in the second quarter. Both tools will run on Windows and Mac operating systems.
Given the rapid growth of rich media-enabled content and online video, any platform that's able to compete with Adobe's Flash represents an important source of revenue for the software giant. Microsoft could face hurdles in enticing both Web content developers and the media companies that use them to switch to Silverlight in lieu of Flash. Considering the software giant's previous failed attempts at cross-platform applications, Web developers, bloggers and industry executives alike are skeptical.
"Microsoft, historically, has never demonstrated a commitment to maintaining a cross-platform solution," said Adobe CEO Bruce Chizen in a statement. "I'm not sure our customers or the people that are trying to deliver that content will have [a high] degree of confidence ... if they go with Microsoft."
Though Microsoft may be hurling anti-trust insults at Google in the wake of the search giant's $3.1 billion acquisition of DoubleClick, it still has Web dominance in its sights and is moving aggressively on developing mobile applications for search.
Microsoft earlier this week launched Silverlight, a plug-in for playing media files and displaying interactive Web applications. Silverlight is part of a full suite of cross-platform Web development tools slated for release in the second quarter. Both tools will run on Windows and Mac operating systems.
Given the rapid growth of rich media-enabled content and online video, any platform that's able to compete with Adobe's Flash represents an important source of revenue for the software giant. Microsoft could face hurdles in enticing both Web content developers and the media companies that use them to switch to Silverlight in lieu of Flash. Considering the software giant's previous failed attempts at cross-platform applications, Web developers, bloggers and industry executives alike are skeptical.
"Microsoft, historically, has never demonstrated a commitment to maintaining a cross-platform solution," said Adobe CEO Bruce Chizen in a statement. "I'm not sure our customers or the people that are trying to deliver that content will have [a high] degree of confidence ... if they go with Microsoft."
Though Microsoft may be hurling anti-trust insults at Google in the wake of the search giant's $3.1 billion acquisition of DoubleClick, it still has Web dominance in its sights and is moving aggressively on developing mobile applications for search.
Tuesday, April 17, 2007
WPP Invests in Video-Sharing Community VideoEgg
LURED BY THE SWELLING POPULARITY of video-sharing communities, WPP has made a strategic investment in online video technology company VideoEgg.
Working with VideoEgg, WPP plans to explore various types of video ad-serving methods developed by the technology startup. Founded in 2005, VideoEgg manages an online video ad network--the "Eggnetwork"--along with offering clients opt-in ad technology, which stands in contrast to unpopular pre-roll video advertising.
"Our clients want to understand how to use online communities to build brands and communicate with consumers, particularly younger consumers, who are spending time in these communities," explained Mark Read, CEO of WPP Digital.
According to Rob Norman, CEO GroupM Interaction, WPP's investment arm, working with VideoEgg "provides a more focused way for our clients to participate in the growing world of social networks and user-generated content."
The Eggnetwork includes roughly 60 social networks with more than 15 million monthly unique users and as many as 20 million streams each day. Better-known clients include AOL and social network Bebo.
This is not the first time VideoEgg has worked with the agency world. Last year, Omnicom Group subsidiary Organic used VideoEgg's technology to promote Fox's "The O.C." The promotion ran on VideoEgg's ad network and destination sites including AOL, MTV and MySpace.
WPP has already shown its willingness to explore new media opportunities through investment. Earlier this year, for example, it took a 2.5% stake in mobile search and advertising firm JumpTap. Through the investment, WPP has joined with JumpTap to develop new techniques for targeting mobile users, as well as case studies for brands that are planning mobile campaigns.
Other agency investments in emerging media include WPP's backing of Spot Runner, which has created a Web-based system for planning and buying TV advertising.
Video networks seem like a logical next step for WPP. Indeed, U.S. online video ad expenditures are expected to total $775 million in 2007--up 89% from last year, according to market research firm eMarketer. To be fair, however, that number still only represents about 4% of the projected U.S. online ad spend of $19.5 billion.
Late last year, VideoEgg raised $12 million to expand the company's recently launched video ad network. The series C venture financing came from a group of investors led by Maveron. Previous investors August Capital and First Round Capital also participated in the round.
Working with VideoEgg, WPP plans to explore various types of video ad-serving methods developed by the technology startup. Founded in 2005, VideoEgg manages an online video ad network--the "Eggnetwork"--along with offering clients opt-in ad technology, which stands in contrast to unpopular pre-roll video advertising.
"Our clients want to understand how to use online communities to build brands and communicate with consumers, particularly younger consumers, who are spending time in these communities," explained Mark Read, CEO of WPP Digital.
According to Rob Norman, CEO GroupM Interaction, WPP's investment arm, working with VideoEgg "provides a more focused way for our clients to participate in the growing world of social networks and user-generated content."
The Eggnetwork includes roughly 60 social networks with more than 15 million monthly unique users and as many as 20 million streams each day. Better-known clients include AOL and social network Bebo.
This is not the first time VideoEgg has worked with the agency world. Last year, Omnicom Group subsidiary Organic used VideoEgg's technology to promote Fox's "The O.C." The promotion ran on VideoEgg's ad network and destination sites including AOL, MTV and MySpace.
WPP has already shown its willingness to explore new media opportunities through investment. Earlier this year, for example, it took a 2.5% stake in mobile search and advertising firm JumpTap. Through the investment, WPP has joined with JumpTap to develop new techniques for targeting mobile users, as well as case studies for brands that are planning mobile campaigns.
Other agency investments in emerging media include WPP's backing of Spot Runner, which has created a Web-based system for planning and buying TV advertising.
Video networks seem like a logical next step for WPP. Indeed, U.S. online video ad expenditures are expected to total $775 million in 2007--up 89% from last year, according to market research firm eMarketer. To be fair, however, that number still only represents about 4% of the projected U.S. online ad spend of $19.5 billion.
Late last year, VideoEgg raised $12 million to expand the company's recently launched video ad network. The series C venture financing came from a group of investors led by Maveron. Previous investors August Capital and First Round Capital also participated in the round.
Wednesday, April 11, 2007
Google Earth Provides Images Of Darfur Genocide
Little more than two weeks after Google came under fire for replacing satellite images of New Orleans with pre-hurricane Katrina data on its Google Maps service, the Web giant, in conjunction with the Holocaust Memorial Museum, announced that it would provide current images of the war-torn Darfur region in Sudan, where some 200,000 people have been killed since 2003.Using high-resolution imagery, Google Earth users can zoom into Darfur to view more than 1,600 damaged or destroyed villages, in an attempt to provide the average person with better evidence of the genocide. The Sudanese government has repeatedly denied that genocide is taking place.According to Reuters, the remnants of more than 100,000 homes, schools, mosques and other structures in Darfur are now visible on Google Maps. These are believed to have been destroyed by the janjaweed militia. "When it comes to responding to genocide, the world's record is terrible. We hope this important initiative with Google will make it that much harder for the world to ignore those who need us the most," said Holocaust Museum director Sara Bloomfield in a statement. Added Elliot Schrage, Google's vice president, "At Google, we believe technology can be a catalyst for education and action" --although he had nothing to say about the replaced images in New Orleans. - Read the whole story...
Google 411 Puts Directory Assistance Under Pressure Business WeekDoes Google 411 signal the end of big telecoms' directory phone assistance? It certainly changes things. The days of calling 411 and paying a dollar or more for help appear to be numbered, as Google 411 and a bevy of startups offer free, ad-supported directory service. Those high-cost days have been on the wane since mobile search began connecting users to free yellow pages listings and Web sites. But with Google 411 and other services, consumer can now find people for free, on landlines as well as their cell phones.
Google 411 Puts Directory Assistance Under Pressure Business WeekDoes Google 411 signal the end of big telecoms' directory phone assistance? It certainly changes things. The days of calling 411 and paying a dollar or more for help appear to be numbered, as Google 411 and a bevy of startups offer free, ad-supported directory service. Those high-cost days have been on the wane since mobile search began connecting users to free yellow pages listings and Web sites. But with Google 411 and other services, consumer can now find people for free, on landlines as well as their cell phones.
Monday, April 9, 2007
Creating A Successful Online Video Campaign
AS ONLINE VIDEO ADVERTISING BECOMES more prevalent, the question of what goes into creating a successful video campaign becomes increasingly important. We have already seen that, as in all forms of advertising, some campaigns just come together better than and outperform others. We have seen that there are several areas that in varying degrees are critical to the success of a video campaign.
Some of the most successful campaigns we have seen are when clients execute a campaign that includes multiple targeting schemes, placements and creatives. This gives vendors and publishers the opportunity to try different things and report back on the learnings that can be used for future initiatives.
For example, one campaign utilized both Web-only video and repurposed broadcast spots. The company tested both so it could compare click and recall results between the two creatives. Much to the surprise of company strategists, the repurposed broadcast spot had a 25% higher click-through rate and resulted in higher consumer recall. There's been a lot of discussion lately about the need to bring Web-only assets to interactive campaigns. In many cases, unique and interesting digital content should be created, but when an advertiser does have strong broadcast creative, there is no reason not to leverage those assets online. At the time, this particular company was in the middle of an extensive broadcast spend so the collaboration across both mediums made strategic sense.
The campaign also included a companion ad, which turned out to be where the company learned the most. Through extensive A-B testing, it was able to conclude that standard JPEG and GIF images outperformed the accompanying rich media placements when it came to click-through rates. One test included running a companion video next to the video player itself, which from a click-through standpoint significantly underperformed. The creative that included more direct calls to action and benefits messaging delivered a click-through rate of nearly two times the video companion ad.
Overall, the company's perspective was to continue testing, refining and evaluating video -- because the possibilities are endless.
Some of the most successful campaigns we have seen are when clients execute a campaign that includes multiple targeting schemes, placements and creatives. This gives vendors and publishers the opportunity to try different things and report back on the learnings that can be used for future initiatives.
For example, one campaign utilized both Web-only video and repurposed broadcast spots. The company tested both so it could compare click and recall results between the two creatives. Much to the surprise of company strategists, the repurposed broadcast spot had a 25% higher click-through rate and resulted in higher consumer recall. There's been a lot of discussion lately about the need to bring Web-only assets to interactive campaigns. In many cases, unique and interesting digital content should be created, but when an advertiser does have strong broadcast creative, there is no reason not to leverage those assets online. At the time, this particular company was in the middle of an extensive broadcast spend so the collaboration across both mediums made strategic sense.
The campaign also included a companion ad, which turned out to be where the company learned the most. Through extensive A-B testing, it was able to conclude that standard JPEG and GIF images outperformed the accompanying rich media placements when it came to click-through rates. One test included running a companion video next to the video player itself, which from a click-through standpoint significantly underperformed. The creative that included more direct calls to action and benefits messaging delivered a click-through rate of nearly two times the video companion ad.
Overall, the company's perspective was to continue testing, refining and evaluating video -- because the possibilities are endless.
Friday, April 6, 2007
Which Major Newspaper Will Be First?
As regular readers know, I like to write about the newspaper industry from time to time. Not only did I work in the industry earlier in my career, but like many of us, I have a deep personal attachment to the product. I love reading news. I love reading newspapers. Newspapers have been in the news lately, with this week’s announcement of Sam Zell’s highly leveraged effort to buy the Tribune Company just one of a number of a number of “big” recent stories about the industry and the future path of newspaper publishing companies. So, with that as a backdrop, I ask you, “Which major newspaper will be first?” No. I don’t mean which major metropolitan U.S. newspaper will be the first to collapse under its own weight and shut down, though I do expect that we will probably see one of those yet this year, or early next. In this case, I am focused on something more positive. I want to know which major newspaper will truly and dramatically change its business model and recognize that digital is its future and mass print is its past. Which newspaper will recognize that the headlines that it keeps publishing about its own businesses -- “newspaper ad revenue down 3% year over year” or “newspaper ad revenue was soft again last quarter” or “newspaper circulation fell 6% over last year” -- are not going away? Ad revenue in most large newspaper markets will keep dropping 3-5% per year for the next five years. Real circulation -- excluding the tons of papers dumped on schools, hotels and the constantly-churning “free ten-week trial” -- will keep dropping 3-7% per year for the next five years. Those two things are going to happen. Major metropolitan newspapers are largely powerless to stop them. Why? It’s simple. Every day, fewer people are reading daily newspapers than did the day before. Every day, more people are using the Internet for their news and information. Every day, the cost of energy, health care, pension benefits, wages, ink and newsprint in the cost-heavy industry goes up. Every day, more talented people leave the industry than join it. Every day, someone somewhere launches another new niche media product -- many times, a print product -- that continues to whittle away advertising revenue. That is daily newspapers’ future, and they must confront it. What are most large daily newspapers doing about this? First, many deny it. Time and time again you hear them say “the decline will plateau” or “we’re just a quarter away from an uptick.” Denial is bad. It prevents the implementation of solutions. Then, there are those that grudgingly accept the decline but think that it will be long and slow and controllable, and that digital revenue will grow as print revenues declines, thus insuring the long-term life of the franchise. That kind of vision would be nice if the newspaper business didn’t have an enormous fixed cost structure, but it does. There is not much difference in costs to print 5% fewer newspapers. You still need the presses and the sorters and the trucks and the press operators and the truck drivers. You still need the newsroom. You still need the sales staff. Of course, you don’t necessarily need the baseball team. Most newspapers have been responding to their declining financial fortunes -- and loss of favor with Wall Street -- by incrementally reducing the cost structures of their business. They have been cutting bit by bit, quarter over quarter. Laying off, and then laying off again. Not only has this slow death killed morale at the papers, but it has typically been done with no vision for the future. The only future for those who survive cuts is hope that they will survive the next as well. Death by a thousand cuts -- not a great way to operate a healthy business. What else are they doing? They are mashing together their fledging and fast-growing digital businesses with their tired and declining print businesses. It helps hide the print revenue decline -- a bit. It helps the print folks make their numbers -- a bit. It creates the opportunity to tout a vision of “integration” -- a bit. It demoralizes and scares away many of the very best digital talent -- a lot. For example, anybody who thinks that online salespeople and print salespeople are alike, sell alike, think alike, or truly want to work together, has not spent much time with both of them or truly asked for and listened to their opinions. What should declining metropolitan newspapers do instead (and even those not yet declining, but soon to follow?
They should dramatically shrink their core mass reach product and its cost structure. When I say dramatically, I mean dramatically -- by 40% or 50%. This will not only mean publishing less in the paper, it will mean publishing a lot less papers, maybe one-half as many. Newspapers need only watch the U.S. auto industry to understand why they need to do this. They must get much, much smaller. Stop dropping massive, multi-pound treatises on people’s doorsteps that fewer than 5% of the recipients can even think about reading cover to cover, and instead execute a massive shift into niche and non-daily publishing. Print can still be a great medium, just not the way that most large newspapers practice it today.
They should quickly get rid of their sacred cows. This means everything from embracing -- and respecting -- content from their readers to selling off their printing presses and paper companies to changing the way they work with advertisers and selling them measurable results, not just space.
Stop or unwind the forced digital integrations. Their digital media businesses might share the same brand name, and some of the content, but the future of local digital media is worlds away from the past of print newspapers. Forcing them together only serves to slow down the immediacy with which the print side will confront its decline and guarantees that the digital side will never be a viable long-term competitor for the hearts, minds and pocketbooks of local audiences and advertisers. I am sure that I will get some flack about this column when I attend the Newspaper Association of America Publisher Conference in New York next week. But I think that most of the great newspaper folks know in their heart that I am right. The future of newspapers is not about a slow “controlled descent.” Things never work out that way. It is about implementing aggressive, proactive and -- for the newspaper industry -- radical changes to survive and thrive in the future.
They should dramatically shrink their core mass reach product and its cost structure. When I say dramatically, I mean dramatically -- by 40% or 50%. This will not only mean publishing less in the paper, it will mean publishing a lot less papers, maybe one-half as many. Newspapers need only watch the U.S. auto industry to understand why they need to do this. They must get much, much smaller. Stop dropping massive, multi-pound treatises on people’s doorsteps that fewer than 5% of the recipients can even think about reading cover to cover, and instead execute a massive shift into niche and non-daily publishing. Print can still be a great medium, just not the way that most large newspapers practice it today.
They should quickly get rid of their sacred cows. This means everything from embracing -- and respecting -- content from their readers to selling off their printing presses and paper companies to changing the way they work with advertisers and selling them measurable results, not just space.
Stop or unwind the forced digital integrations. Their digital media businesses might share the same brand name, and some of the content, but the future of local digital media is worlds away from the past of print newspapers. Forcing them together only serves to slow down the immediacy with which the print side will confront its decline and guarantees that the digital side will never be a viable long-term competitor for the hearts, minds and pocketbooks of local audiences and advertisers. I am sure that I will get some flack about this column when I attend the Newspaper Association of America Publisher Conference in New York next week. But I think that most of the great newspaper folks know in their heart that I am right. The future of newspapers is not about a slow “controlled descent.” Things never work out that way. It is about implementing aggressive, proactive and -- for the newspaper industry -- radical changes to survive and thrive in the future.
Monday, April 2, 2007
Marzan Interactive Endorces Body of Truth by Dan Hill
Dan Hill, President, Sensory Logic and Author of Body of Truth: Leveraging What Consumers Can't or Won't Say Dan Hill is president of Sensory Logic, Inc., a scientific consumer insights firm that specializes in gauging subconscious reactions to advertising, store environments, and product design, packaging and presentation. Sensory Logic specializes in facial coding to read the face to learn about consumer reaction to a company and its offer. Clients have included Target, General Motors, Toyota, Capital One, GoodYear, Nationwide Insurance, Eli Lilly, Abbott Laboratories, Texas Instruments, Sherwin-Williams, Staples, Nextel, and other Fortune 500 companies.%5B1%5D.jpg)
Wednesday, March 28, 2007
Video Ads on Web Get Twice the Interaction as Standard Image Formats
The results of recent research by DoubleClick Inc, of 300 online video ad campaigns, shows that audiences click the "Play" button more than they click on image ads, video ads are typically played two-thirds of the way through, and video ad click rates are far higher than those of image format ads.
Rick Bruner, research director at DoubleClick, said "Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales..."
The overall average interaction rate for ads studied in this analysis includes the sum total of mouseovers, expansions, interactions with the video control buttons, clicks and other events, divided by the total impressions served.
Online video ads experience click-through rates ranging from 0.4 percent to 0.74 percent depending on the online video format.
Consumers are roughly twice as likely to play (or replay if a video starts automatically) an online video ad unit, as they are to click through on a standard JPG or GIF ad (the standard CTR for image ads is between 0.1 and 0.2 percent).
For video ads embedded in Web pages, the most common length of play was 30 seconds; the next most common length was 15 seconds.
There is little difference in the length of play between ads that expand to a larger display window and standard video ads that do not expand.
On average, video ads play approximately two-thirds of the way through, or 19.1 seconds for a 30-second ad and 10.3 seconds for a 15-second ad.
Marianne Caponnetto, Chief Sales and Marketing Officer for DoubleClick, concludes "...The best standard data... on audience measurement of TV commercials is limited to reach and frequency or specialized brand studies... online video metrics available today, like interaction rate, play rate, video completion rate and so on, give advertisers much greater insight into how consumers are actually engaging with the ads and their brands."
Rick Bruner, research director at DoubleClick, said "Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales..."
The overall average interaction rate for ads studied in this analysis includes the sum total of mouseovers, expansions, interactions with the video control buttons, clicks and other events, divided by the total impressions served.
Online video ads experience click-through rates ranging from 0.4 percent to 0.74 percent depending on the online video format.
Consumers are roughly twice as likely to play (or replay if a video starts automatically) an online video ad unit, as they are to click through on a standard JPG or GIF ad (the standard CTR for image ads is between 0.1 and 0.2 percent).
For video ads embedded in Web pages, the most common length of play was 30 seconds; the next most common length was 15 seconds.
There is little difference in the length of play between ads that expand to a larger display window and standard video ads that do not expand.
On average, video ads play approximately two-thirds of the way through, or 19.1 seconds for a 30-second ad and 10.3 seconds for a 15-second ad.
Marianne Caponnetto, Chief Sales and Marketing Officer for DoubleClick, concludes "...The best standard data... on audience measurement of TV commercials is limited to reach and frequency or specialized brand studies... online video metrics available today, like interaction rate, play rate, video completion rate and so on, give advertisers much greater insight into how consumers are actually engaging with the ads and their brands."
Tuesday, March 27, 2007
Free Minutes and Cash Will Attract Cell Phone Ad Watching
According to a new study by Harris Interactive, presented by Joe Porus and Judy Ricker at the Mobile Advertising and Marketing USA Conference in New York City, 35 percent of adult cell phone users are willing to accept incentive-based advertisements. Of these adults:
78% say the best incentive would be cash
63% say by free minutes (63%),
40% want free entertainment (ring tones, games)
40% prefer discount coupons
Judith Ricker, President of the Marketing Communications Research Practice at Harris Interactive, says that cell phone users are most interested in advertisements that have a clear value proposition, are relevant, and allow recipients to control how they are profiled.
The survey further reveals that:
56% of those respondents who are at least somewhat interested in receiving ads on their cell phone say they would prefer to receive them via text message
40% would like to receive them as a picture message
24% of adults would choose to receive them as videos
23% would have them transferred automatically to email as a voice message or something else
In addition, 70% of respondents who are at least somewhat interested in receiving mobile advertising are also willing to provide information about themselves to their cell phone provider in exchange for an ability to customize the service to their needs. Among them, 30 percent are willing to receive the ads for the right incentive, while 20 percent would receive them if they have control to turn them on or off and 20 percent are willing to receive the ads if they can choose who the information is sent to.
Adult mobile phone users who are at least somewhat interested in mobile advertising feel that the following considerations could make the ads more palatable:
The ability to opt out (66%)
Choosing the type of ads to be received (56%)
Choosing the number of ads to be received in a given period of time (48%)
Providing a profile of desired areas of interest so only specific ads are sent (43%)
Different/discounted plan if ads included (42%)
Choosing specific times when ads would be received (40%)
78% say the best incentive would be cash
63% say by free minutes (63%),
40% want free entertainment (ring tones, games)
40% prefer discount coupons
Judith Ricker, President of the Marketing Communications Research Practice at Harris Interactive, says that cell phone users are most interested in advertisements that have a clear value proposition, are relevant, and allow recipients to control how they are profiled.
The survey further reveals that:
56% of those respondents who are at least somewhat interested in receiving ads on their cell phone say they would prefer to receive them via text message
40% would like to receive them as a picture message
24% of adults would choose to receive them as videos
23% would have them transferred automatically to email as a voice message or something else
In addition, 70% of respondents who are at least somewhat interested in receiving mobile advertising are also willing to provide information about themselves to their cell phone provider in exchange for an ability to customize the service to their needs. Among them, 30 percent are willing to receive the ads for the right incentive, while 20 percent would receive them if they have control to turn them on or off and 20 percent are willing to receive the ads if they can choose who the information is sent to.
Adult mobile phone users who are at least somewhat interested in mobile advertising feel that the following considerations could make the ads more palatable:
The ability to opt out (66%)
Choosing the type of ads to be received (56%)
Choosing the number of ads to be received in a given period of time (48%)
Providing a profile of desired areas of interest so only specific ads are sent (43%)
Different/discounted plan if ads included (42%)
Choosing specific times when ads would be received (40%)
Monday, March 26, 2007
Catching Up With Latinos Online
Yep, you guessed it. Latinos are one of the fastest-growing demographics online.
According to the PEW Hispanic Center/PEW Internet and American Life Study:
56% of Latinos in the U.S. (about 43 million) use the Internet.
Latinos are less likely than non-Hispanics to have an Internet connection at home.
Some Latinos who do not use the Internet are connecting via mobile phone.
So what does this mean to us? We need to take a look at what seems to be a generation gap. The study revealed that 75% of U.S.-born Hispanics were online, as opposed to 43% that were born outside the U.S. One key to predicting online usage seems to be language: Those who speak English fluently tend to go online, while only a third of Latinos who just speak Spanish go online.
The younger U.S.-born Latinos tend to really embrace the Web and all it has to offer. They consume and embrace online video and audio, mobile applications, and forms of social media. Sites like QuePasa.com and MiGente.com have remained popular and shifted with the times to provide users with a more modern approach. QuePasa offers bilingual content. Both seek "members." Go on to either, and it looks something like a MySpace or Facebook hybrid with a Latin twist.
Of course the 800-pound gorillas AOL, MSN and Yahoo have Spanish versions, whereas Terra.com and Starmedia.com have both been around for 10 or so years. Now we are seeing new sites like Barrio305.com and Voy TV. Both play in the broadband video space. Users can build profiles, chat and post messages online, upload personal videos... the list goes on. I encourage you to go to the sites and check them out for yourself if you haven't already. Within five minutes, you'll see how this demographic represents everything new and hot online.
These newer sites seem to focus their content in English, as they are geared to second- or third-generation Latinos. For years, specialists in Hispanic marketing told us only to advertise and market to this audience in Spanish. This study shows us that times have changed. The younger generation speaks English fluently online and offline.
My guess is that we'll see a lot of the big agencies finally embracing Latino marketing and advertising online. I think it's still safe to stick with the Latino sites and TV spinoff properties that have led the pack for years now. However, I'd encourage you to test some of these newer English-only sites against MySpace, Facebook, Friendster and YouTube.
Besides the fact that Hispanic Americans are the fastest-growing minority group in the U.S., they are an attractive demographic for another reason. EMarketer estimated greater growth for Hispanic online ad spending (32%) than general-market online ad spending (25%) in 2006.
"Even though many Hispanic Internet users speak English, they still want advertising and online content that speaks to them in a culturally relevant way," said eMarketer senior analyst Debra Aho Williamson in reference to a recent eMarketer paid report. "Marketers will reach some Hispanic people by advertising on general-market sites, but they should also consider sites that are in English but are specifically aimed at the Hispanic population."
The bottom line, according to eMarketer, is that when targeting Latinos on the Internet, we must seek environments that are in line with their culture and values. It might not be a bad thing to consider those sites that offer bilingual content as well. What do you think? Post to the blog and share with us. Gracias.
According to the PEW Hispanic Center/PEW Internet and American Life Study:
56% of Latinos in the U.S. (about 43 million) use the Internet.
Latinos are less likely than non-Hispanics to have an Internet connection at home.
Some Latinos who do not use the Internet are connecting via mobile phone.
So what does this mean to us? We need to take a look at what seems to be a generation gap. The study revealed that 75% of U.S.-born Hispanics were online, as opposed to 43% that were born outside the U.S. One key to predicting online usage seems to be language: Those who speak English fluently tend to go online, while only a third of Latinos who just speak Spanish go online.
The younger U.S.-born Latinos tend to really embrace the Web and all it has to offer. They consume and embrace online video and audio, mobile applications, and forms of social media. Sites like QuePasa.com and MiGente.com have remained popular and shifted with the times to provide users with a more modern approach. QuePasa offers bilingual content. Both seek "members." Go on to either, and it looks something like a MySpace or Facebook hybrid with a Latin twist.
Of course the 800-pound gorillas AOL, MSN and Yahoo have Spanish versions, whereas Terra.com and Starmedia.com have both been around for 10 or so years. Now we are seeing new sites like Barrio305.com and Voy TV. Both play in the broadband video space. Users can build profiles, chat and post messages online, upload personal videos... the list goes on. I encourage you to go to the sites and check them out for yourself if you haven't already. Within five minutes, you'll see how this demographic represents everything new and hot online.
These newer sites seem to focus their content in English, as they are geared to second- or third-generation Latinos. For years, specialists in Hispanic marketing told us only to advertise and market to this audience in Spanish. This study shows us that times have changed. The younger generation speaks English fluently online and offline.
My guess is that we'll see a lot of the big agencies finally embracing Latino marketing and advertising online. I think it's still safe to stick with the Latino sites and TV spinoff properties that have led the pack for years now. However, I'd encourage you to test some of these newer English-only sites against MySpace, Facebook, Friendster and YouTube.
Besides the fact that Hispanic Americans are the fastest-growing minority group in the U.S., they are an attractive demographic for another reason. EMarketer estimated greater growth for Hispanic online ad spending (32%) than general-market online ad spending (25%) in 2006.
"Even though many Hispanic Internet users speak English, they still want advertising and online content that speaks to them in a culturally relevant way," said eMarketer senior analyst Debra Aho Williamson in reference to a recent eMarketer paid report. "Marketers will reach some Hispanic people by advertising on general-market sites, but they should also consider sites that are in English but are specifically aimed at the Hispanic population."
The bottom line, according to eMarketer, is that when targeting Latinos on the Internet, we must seek environments that are in line with their culture and values. It might not be a bad thing to consider those sites that offer bilingual content as well. What do you think? Post to the blog and share with us. Gracias.
Tuesday, March 20, 2007
Global Ad Growth Rate on Internet Yellow Pages Outpacing Print Four to One
According to The Kelsey Group's Global Directories Forecast 2007, advertising revenues from print Yellow Pages, Internet Yellow Pages and Local Search will grow from $30.6 billion in 2006 to $38.9 billion globally in 2011, representing a 4.9 percent compound annual growth rate. The forecast expects the print Yellow Pages segment of the global directories marketplace to grow from $26.5 billion in 2006 to $27.8 billion in 2011.
Charles Laughlin, senior vice president and program director, The Kelsey Report, said "Bucking the trend of some other traditional media, the global print Yellow Pages market will grow slightly through 2011, driven by aggressive and innovative publishers."
The online segment is expected to grow from $4.1 billion in 2006 to $11.1 billion globally in 2011, a 22.3 percent compound annual growth rate.
Neal Polachek, senior vice president, The Kelsey Group "Our outlook for Internet Yellow Pages and local search is supported by... our annual research of small and medium-sized business advertisers... While (small and medium-sized businesses) continue to utilize traditional media, they are increasingly turning to targeted, vertical electronic media."
Thumbnail Summary from the Report (U.S. $):
The global print and online directory market is expected to grow from $30.6 billion in 2006 to $38.9 billion in 2011.
Global print revenues will be $26.5 billion in 2006 compared with $27.8 billion in 2011.
Global online revenues will grow to $11.1 billion in 2011.
In the United States:
Internet Yellow Pages with traditional sales channels will grow at 30.7 percent (compound) through 2011.
Internet Yellow Page revenues will grow from $624 million in 2006 to $2.3 billion in 2011.
Local search revenues will increase from $922 million in 2006 to $2.6 billion in 2011
Charles Laughlin, senior vice president and program director, The Kelsey Report, said "Bucking the trend of some other traditional media, the global print Yellow Pages market will grow slightly through 2011, driven by aggressive and innovative publishers."
The online segment is expected to grow from $4.1 billion in 2006 to $11.1 billion globally in 2011, a 22.3 percent compound annual growth rate.
Neal Polachek, senior vice president, The Kelsey Group "Our outlook for Internet Yellow Pages and local search is supported by... our annual research of small and medium-sized business advertisers... While (small and medium-sized businesses) continue to utilize traditional media, they are increasingly turning to targeted, vertical electronic media."
Thumbnail Summary from the Report (U.S. $):
The global print and online directory market is expected to grow from $30.6 billion in 2006 to $38.9 billion in 2011.
Global print revenues will be $26.5 billion in 2006 compared with $27.8 billion in 2011.
Global online revenues will grow to $11.1 billion in 2011.
In the United States:
Internet Yellow Pages with traditional sales channels will grow at 30.7 percent (compound) through 2011.
Internet Yellow Page revenues will grow from $624 million in 2006 to $2.3 billion in 2011.
Local search revenues will increase from $922 million in 2006 to $2.6 billion in 2011
Wednesday, March 14, 2007
The Impending Collision Of Accessibility and RIA
The web design world will have an enormous impact on the future of natural search: accessibility and rich Internet applications (RIA). On one side of the discussion, the National Federation of the Blind (NFB) is pressing corporations in the state courts on the issue of designing accessible, text-based Web sites for the visually impaired who use screen readers such as JAWS. On the other side, cutting-edge Web developers and user-experience gurus are designing rich Internet applications for better user experience in a Web 2.0 world -- applications that also expand the boundaries of being search- and accessibility- unfriendly. The tipping point in the debate on dichotomous design approaches will not occur in the context of designing search-friendly Web sites; it will occur in the impending corporate discussion of Web accessibility, and whether or not corporations will build accessible Web sites in place of, or in addition to, existing rich applications utilizing Flash, DHTML or Ajax.
Tuesday, March 13, 2007
What is Web 2.0?
This is a great video explanation of what Web 2.0 is and how it will affect us.
Enjoy-http://www.youtube.com/watch?v=6gmP4nk0EOE
Enjoy-http://www.youtube.com/watch?v=6gmP4nk0EOE
Monday, March 12, 2007
Email Marketing Guidelines
WHITE PAPER ON PROPOSED DO-NOT-EMAIL REGISTRY
Many of the solutions to curtail unsolicited, fraudulent, deceptive and misleading email marketing messages currently being proposed or used in the marketplace are either ineffective or worse damaging to legitimate uses of email. The IAB, NAI's ESPC and TRUSTe, have announced a joint white paper that describes their collective agreement that a Do-Not-Email registry would cost the marketplace dearly without reducing the amount of spam. To view the white paper, click here.Additionally, the ESPC has issued their comments on the feasibility of a Do-Not-Email Registry to Mr. Donald S. Clark, Secretary of the Federal Trade Commission. This document has been endorsed by the IAB. To view a copy of the ESPC letter, click here.EMAIL MARKETING PLEDGEAcknowledging the critical importance of consumer consent regarding email marketing, the IAB, NAI's ESPC and TRUSTe, have announced The Email Marketing Pledge - the most stringent set of email marketing guidelines to date. Through its clear mandate regarding permission and use of email addresses, the Pledge will increase industry accountability, and curb unwanted and unsolicited commercial email. To view the pledge, click here.
Many of the solutions to curtail unsolicited, fraudulent, deceptive and misleading email marketing messages currently being proposed or used in the marketplace are either ineffective or worse damaging to legitimate uses of email. The IAB, NAI's ESPC and TRUSTe, have announced a joint white paper that describes their collective agreement that a Do-Not-Email registry would cost the marketplace dearly without reducing the amount of spam. To view the white paper, click here.Additionally, the ESPC has issued their comments on the feasibility of a Do-Not-Email Registry to Mr. Donald S. Clark, Secretary of the Federal Trade Commission. This document has been endorsed by the IAB. To view a copy of the ESPC letter, click here.EMAIL MARKETING PLEDGEAcknowledging the critical importance of consumer consent regarding email marketing, the IAB, NAI's ESPC and TRUSTe, have announced The Email Marketing Pledge - the most stringent set of email marketing guidelines to date. Through its clear mandate regarding permission and use of email addresses, the Pledge will increase industry accountability, and curb unwanted and unsolicited commercial email. To view the pledge, click here.
Interactive Marketing Units
Seven new Interactive Marketing Unit (IMU) ad formats; two vertical units and five large rectangular units. The new voluntary guidelines join the roster of recommended guidelines that the IAB already has in place. These units are currently being introduced by Web publishers and are designed to enable marketers to utilize greater interactivity as well as expand the creativity in their online messaging. The IAB's Ad Unit Task Force will meet on a bi-annual basis to examine the effectiveness of existing ad units; review proposed new ad units; and issue updated voluntary guidelines as appropriate.
New! Half Page Ad Standard(see below)
Rectangles and Pop-Ups
300 x 250 IMU - (Medium Rectangle)
250 x 250 IMU - (Square Pop-Up)
240 x 400 IMU - (Vertical Rectangle)
336 x 280 IMU - (Large Rectangle)
180 x 150 IMU - (Rectangle)
Banners and Buttons
468 x 60 IMU - (Full Banner)
234 x 60 IMU - (Half Banner)
88 x 31 IMU - (Micro Bar)
120 x 90 IMU - (Button 1)
120 x 60 IMU - (Button 2)
120 x 240 IMU - (Vertical Banner)
125 x 125 IMU - (Square Button)
728 x 90 IMU - (Leaderboard)
Skyscrapers
160 x 600 IMU - (Wide Skyscraper)
120 x 600 IMU - (Skyscraper)
300 x 600 IMU - (Half Page Ad)
Those sizes that are bold above are part of the Universal Ad Package
New! Half Page Ad Standard(see below)
Rectangles and Pop-Ups
300 x 250 IMU - (Medium Rectangle)
250 x 250 IMU - (Square Pop-Up)
240 x 400 IMU - (Vertical Rectangle)
336 x 280 IMU - (Large Rectangle)
180 x 150 IMU - (Rectangle)
Banners and Buttons
468 x 60 IMU - (Full Banner)
234 x 60 IMU - (Half Banner)
88 x 31 IMU - (Micro Bar)
120 x 90 IMU - (Button 1)
120 x 60 IMU - (Button 2)
120 x 240 IMU - (Vertical Banner)
125 x 125 IMU - (Square Button)
728 x 90 IMU - (Leaderboard)
Skyscrapers
160 x 600 IMU - (Wide Skyscraper)
120 x 600 IMU - (Skyscraper)
300 x 600 IMU - (Half Page Ad)
Those sizes that are bold above are part of the Universal Ad Package
Firefox Browser Caching Issue
Firefox is currently caching IFRAMEs. This means that if a site is designed with dynamic tagging in the IFRAME, the IFRAME contents are not being refreshed with the new dynamically generated tags, etc, on page reload. This bug has been found and logged with Mozilla, the organization responsible for Firefox, but it is not slated to be fixed as of yet. This should not be affecting ad impression counting, however, it may affect things like changing sizes or targeting parameters because these will not update on the page reload.
Details on the logged bug can be found here: http://bugzilla.mozilla.org/show_bug.cgi?id=279048
Details on the logged bug can be found here: http://bugzilla.mozilla.org/show_bug.cgi?id=279048
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