Datalicious Blog - Filed under 'advertising'

May 6, 2010

Dwell rate: New display advertising metrics and benchmark report from Eyeblaster

Eyeblaster just launched an interesting new report that shows a correlation between dwell time for interactive ads and increased conversion rates.

The connection is sort of obvious but nevertheless good to see some confirmation and wonder if we will see some more mini applications within display ads now comparable to Facebook apps.

Highlights of the report include

Ads with a high Dwell Rate are more likely to have a high Conversion Rate.
A new study by Microsoft, comScore and Eyeblaster shows Dwell’s effectiveness.
High Dwell triples brand related search, increases traffic by 69% and brand engagement.
Placements in which users spend ample time on the web page increase Dwell Rate.
Ads that are more visible over the publisher’s content have a higher Dwell Rate.
Combining video into creative increases Dwell Rate by 29% and doubles Dwell Time.

Download the full research report here.
http://bit.ly/benchmarkByEb

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Filed under // ads advertising christian bartens conversion display dwell rate eyeblaster metrics research web analytics

Posted by Christian Bartens

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January 19, 2010

AdGooroo search advertising report: Bing fails to translate traffic to increased share of advertisers

The guys at AdGooroo have published another one of their search advertising reports which contains some really interesting data.

Especially the share of advertisers by search engine and most expensive keywords reports are worth having a closer look. They show a constant decline in advertiser market share for Bing after an initial spike as well as significant differences in keywords by search engine hinting at different user segments.

Apart from the above the report also contains the following.

Monthly Change in First Page Advertisers
Avg # Ads/Keyword (US & International)
Avg # Ads/Keyword (US only)
2009 Retailer Search Spending (Top 80 retailers, Google US)
Top 25 US Advertisers by Search Engine

Download the full report here.

http://succeed.adgooroo.com/Q409_Search_Advertising_Report.html

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Filed under // adgooroo advertising christian bartens market paid search report search sem share spend trends

Posted by Christian Bartens

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September 13, 2009

Contentinople: social networks, who owns the message?

I've spent a lot of time thinking about social networks and their marketing (revenue) model, and I've recently drawn an ugly conclusion: They're flawed.

Why is that? Traditional media operates in two channels -- content and marketing. Think about watching TV. You watch your entertainment program, and then there's a commercial. Church and state. You always know where you stand with the marketer. Everybody's happy.

On social networks, the content and marketing have become inextricably intertwined. Sure, there are fenced-off areas where ads inserted in context, but at the same time, half of the alleged "content" is really just people promoting themselves or products. It's marketing.

I call this the "BS" factor. In a traditional media model, it's incumbent upon the content producer to craft the content and filter out the BS. On a social network, because it's self-serve, you are expected to be your own BS filter.

I also believe that audiences are not stupid. One thing I've learned over many years in the media is that they know how to call the BS. But when they see it, they don't like it, and it has in impact on their perception of the brand or the channel they are using. The more BS they see, the more the brand degrades.

That's fine, as a utility or a free communications software model. But as a marketing channel it's pretty dubious.

Social networks, if they really want to develop a viable marketing model, are going to have to figure out a way to clean this up, better filter messages for their audience for their use, and deliver real marketing value that preserves the integrity of the content. They might also have to decide whether they are primarily a communications tool media network.

via contentinople.com

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Filed under // Advertising Business christian bartens content media social user-generated

Posted by Leila Seith Hassan

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September 9, 2009

iCrossing: display advertising affects search behaviour

There's yet another research report on the impact of display advertising on search, this time from iCrossing (see list of reports below), but I don't think anyone is disputing this fact anymore (nevertheless good to get confirmation).

I think marketers should rather be interested in how much display media they need to boost search! Talk to me at cbartens@datalicious.com if you want to find that sweet spot between display and search spend and I wouldn't be surprised if you couldn't save a few media dollars while maintaining effectiveness, most companies overspend and the incremental increase in sales actually doesn't justify the increase in media cost.

Research reports on the impact of display advertising on search
http://www.icrossing.com/research/the-effects-of-display-media-on-search-traffic.php
http://www.iprospect.com/about/researchstudy_2009_searchanddisplay.htm
http://www.atlassolutions.com/news_20060721.aspx
And I'm sure there's more ...

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Filed under // advertising christian bartens display icrossing research resports search sem seo

Posted by Christian Bartens

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September 9, 2009

Google Ad Preferences lets you control your Google cookie profile

Follow the below link to add or delete interests to your Google profile so you only see ads that are relevant to you. Why is not every publisher or online retailer offering something similar? The technology certainly is not rocket science and aside from increasing trust with customers by being open about profiling and putting them in control it has also the potential to significantly increase response and conversion rates!

http://www.google.com/ads/preferences/

Interest areas you can chose from are: Animals, Arts & Humanities, Automotive, Beauty & Personal Care, Business, Computers & Electronics, Entertainment, Finance & Insurance, Food & Drink, Games, Home & Garden, Industries, Internet, Lifestyles, Local, News & Current Events, Photo & Video, Real Estate, Recreation, Reference, Science, Shopping, Social Networks & Online Communities, Society, Sports,. Telecommunications, Travel.

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Filed under // advertising christian bartens consumers google preferences privacy profiling targeting

Posted by Christian Bartens

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September 1, 2009

Fastcompany: how to become a great communicator

The best communicators are the ones who can create and share a strong narrative story. The best novels are the ones with the most interesting plot and the best speeches are the ones that arouse an emotional response from a crowd.

So to be a great communicator, a person needs to understand the importance of using narratives. To get people excited about a new idea or thought, he or she needs to be a great storyteller.

In other words, the more someone sees himself or herself in the picture, the more his or her mirror neurons fire. The more people see themselves in you, the more they relate to you. They think, “This person is like me,” and since most of us like ourselves, they think, “I like this person. “

Highly influential people tell stories that spark mirror neurons in others by opening their stories with images, people, sounds, smells and feelings that others recognize and can relate to. As Iacoboni says, “Innovators create stories that others want to be part of.”

Ask yourself the questions below to see how you can use a narrative within your company to get your employees and customers excited and focused.

1. Does my company have a story? Where did we come from and how did we get here?
2. Can I craft my company narrative in a way that other people can relate to?
3. Can reliving my company narrative on a daily basis make my business stronger and more focused?

Read the whole article here.
http://www.fastcompany.com/blog/kaihan-krippendorff/outthinker-mavericks-out-innovate-competition/barack-obama-tapping-your-bra

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Filed under // advertising change christian bartens communication fastcompany stories

Posted by datalicious

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August 28, 2009

Mindset Media: target ads based on personality not demographics or behavior

via mindset-media.com

Mindset Media lets advertisers define their targets on 21 standard elements of personality including segments such as 'perfectionism' and 'optimism'. Interesting approach, powerful if creative and message are matched to segments but wonder how they define and identify their segments? Surveys? Focus groups?

http://www.mindset-media.com/

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Filed under // advertising campaigns christian bartens customers display mindset media personality targeting

Posted by datalicious

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August 26, 2009