Date

Thu - 23.11.2017


Advertising

The list of online ad formats is long, but the differences in how each type performs is increasingly scrutinised and increasingly important to both advertisers and publishers. New research from digital marketing and technology firm PointRoll has found that expandable, rich media ads are more likely to engage consumers than non-expandable flash ads, a press release from the company stated.

When measuring across brand and by direct response, the study found that expandable ads outperformed non-expandables for brand searches by an average of 39 percent (the highest was 155 percent). For driving key purchase indicators, expandables outperformed non-expandables by an average of 43 percent (the highest reported was 115 percent).

The study was conducted on campaigns from Automotive, CPG and Financial Services verticals from 2009-2010, to examine rich media performance across industry verticals, according the the press release. For the purposes of the study, expandable ads were defined as those which expand from a banner size when the consumer hovers or clicks on them. Meanwhile, non-expandable ads remain the same size.

Author

Leah McBride Mensching

Date

2010-11-10 22:00

Facebook dominated 23 percent of the display ad impression market during the third quarter of 2010, compared to 9 percent the same time last year, a comScore report has revealed, the Washington Post and Information Week wrote yesterday.

"Just one year ago we were still in the midst of an advertising recession, but several growth drivers have contributed to sustained improvements over the past few quarters," said comScore Senior Vice President Jeff Hackett, CNet informed. "The ability to buy specific audiences is enabling a greater number of display ads to be delivered on target, display formats are improving at a rapid rate, and the quality of creative is getting better every day. As publishers prove the value of online display ad campaigns, digital should continue to carve out a bigger piece of the advertising pie."

Image: MasterNewMedia

Author

Alisa Zykova

Date

2010-11-10 19:45

UK regional publisher Johnston Press announced a 5.4 percent plunge in ad revenue during the 18 weeks prior to November 6 that was accounted for by a deteriorating public sector and recruitment advertising, Business7 wrote today. However, Reuters pointed out that the fall was slightly less than during the first half, which was 6.3 percent.

"Despite the decline in total advertising revenues being slightly worse than previously anticipated, this has been largely offset by increased cost savings and therefore it is expected that the outcome for the year will be satisfactory," Johnston said, Hold The Front Page reported.

The plunge in print ad revenues (not counting recruitment) during the second half of 2010 leveled to 2.5 percent. Although property advertising received a boost, recruitment ads sunk by 29 percent since last year.

Johnston hinted that public sector ad market was "particularly difficult "but it only constituted nearly 9 percent of Johnston's total ads in the third quarter, Busiiness7 informed. The publisher explained that this drop was "sufficient to slow the overall rate of improvement in advertising performance," a report by MediaGuardian stated.

Author

Alisa Zykova

Date

2010-11-10 17:33

German-based video advertising network Smartclip, which sells ad space next to premium publishers' videos, is planning to go after social and gaming ad space next, paidContent:UK reported today.

Although the non-video ad space outside of premium publishers' pages will have lower CPMs, they will be a nice addition to the firm's revenue stream. The new venture will be through launching "sub-brands within Smartclip to utilise revenues" from social apps and gaming apps, Sam Kayum, managing director of the group's UK branch, told paidContent:UK.

So far, Smartclip, founded in 2008, has 450 million monthly video views in France, Germany, Russia, the United Kingdom, Nordic countries and Benelux, 100 million of which are from Britain, the article explained.

It has been involved in the French market since February, but that market has been sluggish compared to its neighbours, such as Spain and Germany, according to Frenchweb.fr.

Author

Leah McBride Mensching

Date

2010-11-05 23:42

Online ad spending across Europe experienced a double-digit growth in the six first six months of 2010, according to data released IAB Europe, New Media Age revealed.

If the trend continues, "Europe's online ad industry's market value could overtake the US by the summer next year," said IAB Europe's CEO and President Alain Heureux, Business and Leadership quoted.

Image: BrandCottage

"Every day new companies plan online ad campaigns for the first time, encouraged by reach, return on investment and consumer engagement," said Heureux. "Those that are already online are allocating a greater proportion of their ad spend to the medium."

Spain reported the highest increase with 20 percent and, for the first time, display advertising (28 percent) had a faster growth than search one (13 percent), WARC informed. It was followed by Poland (18 percent), Italy (15 percent) and Hungary (11 percent). France, the United Kingdom and Bulgaria saw a 10 percent raise each, while Romania had an 8 percent. There are no results for Germany as it has not been audited yet, New Media Age explained.

Author

Clara Mart

Date

2010-11-05 16:45

Three media buying agencies in Australia will begin using a new technology that allows them to buy ads differently - bidding in to reach people with targeted ads in the country's first "automated trading system" for ad space, Fairfax's BusinessDay reported today.

Brandscreen's Demand Side Platform is like a stock exchange trading platform for ads, in which ad buyers will set a maximum bid price to reach a target audience, and the second a potential buyer is identified, the relevant ad is delivered to that user, the article explained.

Real-time bidding systems allow advertisers to better compete on price, while still serving relevant ads. However, "reaching the 'right consumer' too many times can lead to a significant decline in interest," ClickZ pointed out in a column discussing the platform.

Publishers aren't keen on giving up control or their customer data to third parties. For example, Fairfax, News Ltd, NineMSN and Yahoo!7 say they most likely will not release ad inventory that would end up on Brandscreen's trading platform through the ad exchanges, according to the report.

One publisher told BusinessDay that if all media agencies adopt the trading platform, they will be forced to offer some of their inventory to be traded through Brandscreen's platform as well.

Brandscreen is based in New York.

Author

Leah McBride Mensching

Date

2010-11-04 18:18

Metro's Canadian websites are exploding - simulating landmines on their homepages in partnership with the Walk Without Fear Foundation.

When visitors go to the metronews.ca website, they are automatically redirected to a website that looks like the Metro homepage, but the content and ads are all about "family, children and safety," explained a Metro press release, quoted by Newspaper Innovation.

After a moment, a "landmine" explodes in the page, shattering the articles and destroying the page.

"The purpose of the media execution is to drive donations to the Walk Without Fear Foundation (created by Mines Action Canada) by generating awareness about the impact and effects that landmines continue to have around the world - Every hour someone falls victim to a landmine."

The ad campaign is slated to end today, according to Newspaper Innovation.

Author

Leah McBride Mensching

Date

2010-11-04 17:21

Micro-blogging start-up Twitter revealed that it is experimenting with including promoted tweets within a user's stream and observing how individuals react, CNet reported yesterday.

In a blog post, Twitter spokesman Matt Graves clarified that the company is looking "to display Promoted Tweets in a way that's both useful and authentic to the Twitter experience" and that the move was "deliberate" as well as "thoughtful," the Wall Street Journal reported. Graves added that the feature might be expanded only if the company feels like it was offering a "high-quality user experience."

Image via CNet

The display ads are paid for by advertisers (much like the sponsored links that Google has) and will only appear on users' timelines when they access Twitter from the third-party HootSuite service. CNet notified that the promoted tweets would vary in occurrence, depending on how relevant they are to each user. Ads that would not successfully appeal to audiences might be taken down or altered.

Author

Alisa Zykova

Date

2010-11-03 18:06

The Seattle Times announced this week a partnership with local TV station KING 5 to develop a local online advertising network, News&Tech reported.

Sales teams from both companies will offer ads to community blogs and niche publications and then share the revenue, explained The Seattle Times in an article.

"The Seattle Times already has strong content-sharing partnerships with many of these independent sites," said Alan Fiasco, Seattle Times Company's Vice President of marketing and sales, Broadcasting & Cable quoted. "Our new sales network will only make those partnerships stronger."

Further, KING Seattle President Ray Heacox said the ad network would also help local sites grow and increase their viability.

Author

Clara Mart

Date

2010-11-01 15:30

The United Kingdom's marketing services sector may face a drop amounting to nearly £750 million over four years as the state plans to decrease spending, Brand Republic reported today.

John Hawskworth, chief economist at PricewaterhouseCoopers, predicts that the industry (which includes advertising and media firms) may see a 6 percent plunge in net output during the period in question. The loss is relatively "above average" when analysed alongside other sectors like construction and doesn't include the domino effect across the marketing field, Brand Republic writes.

Image via Abaris Softech Incorporation

An article from Agence France-Press noted last week that a million people might lose their jobs, with half of them coming from the private sector, according to the Comprehensive Spending Review. Meanwhile, job cuts from the business services side may be close to 186,000.

Hawksworth explained that although the job cuts may pave the way for outsourcing initiatives, this may not necessarily be advantageous to the industry as a whole since the government already outsources a significant portion of marketing projects.

Author

Alisa Zykova

Date

2010-10-26 16:01

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