Date

Thu - 21.09.2017


online advertising

Naspers is taking aim at the online classifieds market, launching Kalahariads.net, a completely free classified advertising service the media group hopes will allow it eventually to dominate the field in SA.

The plan forms part of a broader strategy by Naspers to be a leader in online classified advertising in emerging markets worldwide. The launch puts Naspers on a collision course with Gumtree, the leader in the online advertising market in SA. Other players include Junk Mail and Vottle.

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Author

Anton Jolkovski

Date

2011-01-20 17:48

Research conducted by Turner Broadcasting shows that people will continue to watch online videos even if those videos have increasing amounts of advertising packed into them. In fact, regardless of the ad load, "people will spend approximately the same amount of time watching episodes online," a researcher told The New York Times.

In fact, online television shows can be packed with even more ads than the TV broadcasts have, and people will continue to watch them, the study, done together with Magna Global, found. The study also confirmed that people will trade advertising exposure for access to the programming, according to Jack Wakshlag, chief research officer for Turner.

TBS is owned by Turner Broadcasting

However, more isn't always better, according to Hulu, a top player in online free TV viewing. Its website has about one-fourth of the ad load of traditional television, but "advertisers pay a premium to be in its less cluttered environment," The Times article explained.

Author

Leah McBride Mensching

Date

2010-11-23 18:57

Internet advertising revenues for the third quarter this year set a new record, reaching US$6.4 billion - "the highest quarterly result ever for the online ad industry," the Interactive Advertising Bureau and PricewaterhouseCoopers U.S. announced today. The revenue estimates are 17 percent higher than they were in Q3 2009.

"Advertisers are shifting more of their brand messaging online, accounting for this welcome surge in a difficult economy," David Silverman, a partner at PwC, said in a statement. "This trend reflects the accelerating shift in consumer behavior towards the internet and away from traditional media." The IAB Internet Advertising Revenue Report is sponsored by the IAB, and is conducted independently by the New Media Group at PwC.

Image: IAB

Also in IAB's announcement, Randall Rothenburg, president and CEO of IAB, pointed out that the surge in online ad revenues is a direct result of how people consume "entertainment, information and brands," and because consumers are increasingly using the Internet, marketers are turning there as well.

"Marketers have embraced digital media because that's where they can engage with their consumers. This vibrant, innovative industry is creating jobs and contributing to the growth of the U.S. economy," he said in the statement.

Author

Leah McBride Mensching

Date

2010-11-17 23:20

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

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

Kicking off an online revolution in traditional display advertising at Advertising Week in New York, AOL unveiled its display advertising initiative called Project Devil, which aims to transform online advertising by improvising on aesthetics, impact and interactivity of ads, NewsandTech.com reported yesterday.

Through this initiative, the company is aiming for a "fundamental redesign of the Web," which is incredibly "bold and ambitious," Jeff Levick, AOL's president of global advertising and strategy told MediaWeek.com. The company's two ad platforms namely- the company's mega ad network, Advertising.com and its popular ad-serving platform, AdTech will support growth of the Project Devil initiative.

Image Source: RealTimeAdvertisingWeek.com

Author

Savita Sauvin

Date

2010-09-28 20:10

U.S. newspaper advertising revenue dropped 5.6 percent in the second quarter, but the decline rate has slowed down, according to the latest figures published by the Newspaper Association of America.

Overall spending in the second quarter was down from $6.82 billion to $6.44 billion year-over-year. Print ad revenue declined 7.6 percent to $5.6 billion, while online spending was up 14 percent to $743.9 million, and now represents 12 percent of total newspaper ad revenues, Media Buyer Planner reported.

Newspaper ad revenue has declined for 16 quarters in a row, but the 5.6 percent drop in the second quarter was an improvement - compared to 9.7 percent decrease in the first quarter and 23.7 percent decline in the fourth quarter of 2009, according to the AFP article posted on Google News.

"Despite a highly competitive environment, online advertising growth rebounded back into double digits, while declines in traditional revenue categories continue to moderate as the general advertising recovery progresses," said John Sturm, chief executive officer of the NAA, in a statement.

Author

Erina Lin

Date

2010-09-08 22:51

Even though ad spending online continues to increase in the United Kingdom, cuts to other areas are causing growing worry that a "double dip" downturn may ensure, according to the latest IPA/BDO Bellwether survey, the Financial Times reported today.

About 20 percent of companies cut their budgets in the second quarter, while 15 percent increased their budgets, according to the survey of 300 British companies. Marketing budgets were on the upswing earlier this year, but between April and June, they fell because "firms became concerned over a prolonged period of stagnation," the Daily Mail reported.
Markets are still expect to increase in 2010 compared to last year; however, it is unlikely the increases will happen as quickly as previously expected, Dow Jones explained. The survey illustrates this new "phase of slower growth."

Author

Leah McBride Mensching

Date

2010-07-12 23:45

The Interactive Advertising Bureau (IAB) has introduced a new set of guidelines for online advertisers to help navigate the interactive-ad market, and work easily with ad networks and exchanges, CNet.com reported last week.

The final version of "Networks & Exchanges Quality Assurance Guidelines" aims to bring clarity and transparency to the world of interactive advertising by standardising the information ad networks and exchanges provide to advertisers and agencies, BtoBOnline.com reported. The IAB is a trade association comprising more than 460 media and technology companies responsible for selling 86 percent of online advertising in the United States.

The current online market place is "complex and confusing," and the IAB quality assurance guidelines aims to "provide marketers and agencies with a standardized approach that is designed to make buying easier and to give increased control over where ads are placed." In turn, marketers and agencies will benefit from "greater brand safety assurances that ads will not appear next to content that they decide is inappropriate", according to a blog posted on Journalism.co.uk.

Author

Savita Sauvin

Date

2010-07-02 23:10

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