Blog: online advertising

Showing blogs: 1–8 of 8

The Massive Shift to Online Advertising Spend: Who is best poised to tap into that revenue?

Mar 14 2011

Online ad spend is predicted to reach $100 Billion in 5 years, up from $61 Billion in 2010.  Who is best poised to tap into that incremental online advertising revenue, other than the advertisers?

Paid search aside, which is dominated by the behemoths (Google & Yahoo), it will be those firms who can store online data, analyze it quickly and make the insights actionable within all channels in order to make the advertising more relevant to the consumer. 

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Not exactly a Grand Slamwich

Sep 28 2009

Yahoo! announced at Ad Week in NYC this week that it will spend $100M on a global brand campaign to connect with you (I mean, Y!ou).

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Dynamic Sports Advertising

Sep 17 2009

Last month, the National Hockey League announced that four teams will be participating in an "overlay" advertising experiment during the 2009-2010 regular season. The expansion to four teams comes after a trial run last year by the MSG network on a series of New York Rangers games. The trial conducted by MSG Network was deemed successful in terms of generating additional advertising revenue both for the network as well as the team. Given the economic challenges facing the NHL (and other sports leagues in general) it is not surprising to see the experiment expanded to four teams this season.

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Display Advertising Effectiveness - Three Essential Links

Jul 6 2009

  1. The Silent Click: Building Brands Online (Online Publishers Association) -- A new study commissioned by the OPA and comScore suggests that online display advertising is more effective at creating incremental lift than previously thought. According to the press release announcing the study, "For consumers exposed to brand display ad campaigns, the research found that:
    • One in five conduct related searches and one in three visit the brands’ sites
    • Users spent over 50% more time than the average visitor to these sites and consumed more pages
    • Users spent about 10% more money online overall, and significantly more on product categories related to the advertised brands
    • Higher income audiences visited the advertisers sites"

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Privacy & Web Prosperity

Mar 26 2009

The behavioral targeting and online advertising industry is keenly watching the online consumer privacy debate unfold. As consumer groups and experts on both sides debate the privacy guidelines, it is expected to have far reaching consequences to online advertising and could drive a fundamental shift from behavioral and contextual targeting to analytic driven segmentation and targeting.

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You only need one thing to succeed online

Mar 11 2009

Online marketing trends come and go, but none take permanent root without a supporting data strategy.  That's right, a data strategy.  It really is that simple.  No behavioral targeting tool, ad serving platform, or marketing automation solution is worth much without it.  They are blunt instruments without an underlying analytics engine to chart the course.  And I don't mean the 12TB of data streaming directly out of your web analytics tool into some poor analyst's lap, but a true understanding of how to distill and parse that data into something meaningful and, wait for it ... actionable.

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Shift from Display to Email and Search Marketing

Feb 25 2009

The online advertising business is in for a rough patch, especially for display advertising. The signs are everywhere. Yahoo, the biggest publisher of display ads on the Web, reported a 2 percent decline in display ad revenues in the fourth quarter, and the New York Times is seeing even steeper declines.

 

There is just way too much advertising inventory out there, and Websites are actually trying to show fewer ads per page to reduce ad clutter and keep advertising rates from cratering.

 

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Use your space more wisely

Feb 5 2009

In this economic environment, we're all struggling to get more out of our current investments. My husband and I live in Marin County, CA where double-digit real estate value growth is the norm. While the rest of the country is staring down drastically declining home values and possible foreclosures, our community has dropped from an average single-family home price of $1.3M to a meager $1.1M in the last year and is facing mere single-digit growth projections in the next fiscal. Let's just say that Marin County is as good as any place to live out the uncertain times that lie ahead. So while a few short-sighted neighbors post "for sale" signs, we are investing in finishing out our attic and laundry room to get the most out of our existing space, knowing this will pay immediate and future dividends.

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