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."
Wednesday, March 28, 2007
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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