Date

Thu - 27.07.2017


advertising data

Digital advertising spending is set to overtake print in the US. But a new study by PEW suggests that these new digital dollars aren't going into the pockets of news organisations.

The Pew Research Center's Project for Excellence in Journalism analysed the websites of 22 newspapers, TV networks and digital news publications like the Huffington Post, and concluded that "even the top news websites in the country have had little success getting advertisers from traditional platforms to move online."

Pew found that most news organizations are highly reliant on banner ads, and have failed to diversify into video or pop-up advertising or to target ads at specific users as Google and Facebook do.

The report initially found that of the 22 news organisations in the study, only three - CNN, The New York Times and Yahoo News - made "significant" use of targeted ads. A follow-up analysis six months later found that two more sites - the LA Times and The Atlantic - had increased their use of targeted ads, but the proportion of customised ads compared to blanket ads was still small.

Author

Hannah Vinter

Date

2012-02-13 18:30

The Australian Association of National Advertisers announced in a "Christmas Wish List" that it wants to fix measurement problems for print, online and radio audiences in the new year, The Age reported today.

At the top of the list of 10 problems it wants solutions to, the ad body has listed changing the practice of treating each auto-refresh as an additional viewer. Auto refresh skews audience data and gives an incorrect picture of what ad penetration really is, it stated.

Second on the list is better data on audience numbers for TV ads, AdNews reported.

Print-related wishes include: a more reliable readership metric, issue specific reporting in print, transparency in agency remuneration, improvements to the accuracy of data on ad spend, acceptance of and online behavioural advertising. Other wishes include replacing the diary system for radio, and general wishes of "greater effectiveness and accountability" and "better auditing systems and practices," according to AdNews.

Author

Leah McBride Mensching

Date

2010-12-10 21:26

In the United Kingdom, outdoor may be the most useful ad format for advertising newspapers and magazines, according to Sally Dickerson, global director for marketing firm Brand Science, according to Brand Republic. Print ads may be the most advantageous to FMCG (Fast Moving Consumer Goods) and telecommunications advertisers.

For newspapers and magazines, outdoor generated £1.29 of incremental sales per £1 of media and production cost. TV is less efficient, offering £0.77. Print and radio both generate £0.50 while Internet £0.39.

Image: The Observer

Print produces £1.47 of incremental sales revenue per £1 of media and production charges for FMCG advertisers. Meanwhile, outdoor gathers £1.09, radio £0.89 and Internet £0.66, Brand Republic wrote Monday.

Brand Science analysis also found that print was the most efficient format for telecom firms since incremental sales amounted to £11.31 for each £1 of media and production charges, Marketing Media Review divulged.

Author

Alisa Zykova

Date

2010-11-17 18:29

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

Total advertising in the United States jumped by 5.7 percent to US$63.6 billion in the first half of 2010, compared to the same time last year, according to media research company Kantar Media, AdWeek reported yesterday. However, the newspaper industry as a whole saw a 3 percent drop to $8.6 billion.

National newspapers saw a 7.1 percent growth in ad expenditure, reaching $1.2 billion, while Spanish-language titles experienced a 4.8 percent hike to $127 million. Market Watch pointed out that nationals saw increases as a result of gains at The Wall Street Journal. Meanwhile, ad spend at local papers decreased by 4.6 percent to US$ 7.3 billion.

"The rally in ad spending that has emerged from last year's collapse continued at a steady pace through the second quarter, even as softening economic data on retail sales, spending and employment began to raise concerns about the outlook for consumer activity," said Jon Swallen Kantar Media's Senior Vice President of Research, Ad Week reported.

According to Media Post, newspaper free standing inserts (FSIs) saw a 7.6 percent augmentation, "as consumer packaged goods marketers aggressively targeted value-conscious consumers with couponing programs."

Author

Alisa Zykova

Date

2010-09-14 19:56

The declines in newspaper spending are expected to stabilise in 2013, and the industry is slated for growth in 2014, according to forecasts by Veronis Suhler Stevenson Communications Industry, a private equity firm specialising in media business and marketing services for the year 2004-2014, Editor & Publisher reported.

As print circulations decline, retail, national and classified advertisers will continue to invest interests in harnessing the potential reach of digital media platforms "to target audiences and improve return on investment." The report further stated that "weekly newspapers are no longer insulated from the migration of users and advertisers to the Web," and total industry spending is expected to fall by 9.5 percent this year, including decline in dailies by 10.6 percent, weeklies by 7.1 percent and digital platforms by 1.1 percent.

However, a rebound in national, regional and classified advertising this year will "nudge the newspaper advertising market towards recovery," according to E&P's report. To maximise operational efficiencies, the trend followed in the industry such as outsourcing printing, distribution, copy editing and design jobs will continue to accelerate, while the massive cost-cutting trends are forecast to dissipate.

The report also notes that newspapers are expected to offer more e-reader apps to attract readers and advertisers who have abandoned print advertising.

Author

Savita Sauvin

Date

2010-08-24 18:55

Only 17 percent of Internet users find online advertising to be appealing and most people considered it to be "intrusive, repetitive, unappealing and cheap," a study conducted by Connect Insight revealed, NewMediaAge reported today.

However, younger audiences are more willing to accept online ads as 24 percent of the 16-to 34-year-olds do think this type of advertising is appealing. Nonetheless, 50 percent of those over 55 years old said they avoid websites where ads would pop up and "interrupt their online activities," NewMediaAge explained.

Photo source: Physorg.com
"It illustrates the need for advertisers to understand their target audience, their online behavior, mindset and attitude to advertising in order to deliver impactful online communications," director of Connect Insight Faye Weeks said when commenting the survey results, Media Week quoted.

The agency explained that the differences in opinion among age groups are related to the early Internet experiences that older users had. Back then advertising was used in an intrusive way, while now the younger generation directly interacts with brands and companies through social media.

Author

Clara Mart

Date

2010-08-23 22:05

ZenithOptimedia has revised this year's forecast for advertising growth and expects the UK ad market to be up by almost 3 percent, MediaGuardian reported today.

In April the media agency predicted advertising in national newspapers to be flat, but now this sector could grow by 1.9 percent. It would be the first time since 2007 that British newspapers have shown an increase.

"The first five months have been pretty positive for print. Newspapers have spent a lot of time marketing themselves, such as the Sun during the World Cup, which has held up circulation. However the second half of the year does not look as strong for the newspaper advertising sector," Jonathan Barnard, head of publications at ZenithOptimedia, told MediaGuardian.

But newspapers, which saw an increase of 9.5 percent from January to May, were not the only ones to receive good news. The company also forecasts a raise of 7 percent in TV advertising and 4.6 percent in Internet ads, according to Marketing Week. However, radio ads are expected to decline by 2 percent.

Author

Clara Mart

Date

2010-07-19 20:54

Advertisers have spent $480 million in United Arab Emirates' newspapers in the first six months of 2010, Gulf News reported yesterday. This represents 70 percent of the overall ad spending, which is estimated at $680 million dollars.

While ads in English-language dailies decreased by 13 percent, Arabic newspapers had 20 percent more ads than last year and "now constitute nearly 42 percent of the total ad spend in newspapers in the UAE," Shaharyar Umar of the Pan Arab Research Centre, told Gulf News.

Despite the dailies' gain, overall spending is down from 2009, when in the first semester advertisers spent $712 million. Television, however, has lost more advertisers, attracting just $57 million. In 2009, TV accounted for $75 million in the same period.

The Gulf News also reported that online media advertising "represents a marginal factor in the region, but retains significant potential." No figures were presented.

Author

Clara Mart

Date

2010-07-16 17:01

A study conducted by Microsoft Advertising found that for large retailers, print advertising is more effective than online ads, and more than twice as effective as television ads, The Times reported Monday. Each £1 spent on print ads garner £5 in revenue, while TV and Internet ads bring in £2.15 and £3.44, respectively.

Participants of the survey of 26 large UK retailers were anonymous, but included fashion retailers, department stores, large grocery retailers and big clothing stores. Twenty-four of the participants were "in the top 100 UK companies" when it comes to media expenditure, according to The Times.

The study concluded that Web and print advertising budgets should rise by 10 percent, while TV budgets should be lowered by the same amount.

Internet advertising, including wired and mobile, accounted for $12.6 billion in 2003, according to PricewaterhouseCoopers and SFN's World Digital Media Trends 2009. However, Internet ad spending is rapidly gaining share, and PwC predicts that in 2012, Internet advertising spending will reach $120.4 billion. Although it is still less than newspaper advertising, which is expected to be $136.8 billion in 2012, it accounts for 19 percent, only about two percent away from newspapers' share of 21.6 percent.

Author

Alisa Zykova

Date

2009-12-28 18:54

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