Showing posts with label for clients; creativity;. Show all posts
Showing posts with label for clients; creativity;. Show all posts
Monday
Half of Adults Text, Blog, Use Other Social Media
They sleep with them, too
Over 50% of US adults use text messaging, blogging and other types of social media to regularly communicate with others, according to MediaPost, which reported results from the latest wave of Universal McCann's large-scale "Media in Mind" tracking study (via MarketingCharts).
For those 18-34 years old, the reigning form of personal communication is social media, which 85% of those in this age group say they use to connect with people they know.
Below, additional findings from the survey.
Older tech, such as email and instant messaging, are also still replacing analog communications:
22% of all American adults say they rely on instant messaging, up from 9% in 2007.
21% of adults age 18-34 rely on instant messaging, up from 14% in 2007.
Mobile media is becoming a dominant force as well, as evidenced by the pervasive use of texting:
Only 41% of US adults say they've never sent a text message, down 8% from a year ago.
Among 18- to 34-year-olds, the proportion of those who have never sent a text message has fallen to 22%, a decline of 16% from last year.
Self-publishing online and reading blog content also are growing:
10% of US adults now publish blogs. That number was only 5% last year.
Younger Americans publish blogs at twice that rate: Some 20% of US adults age 18-34 publish a blog, up from 10% last year.
About the research: Universal McCann's Media in Mind study is an annual proprietary survey of 5,000+ adults that analyzes how consumers relate to media and products in their daily lives.
Over 50% of US adults use text messaging, blogging and other types of social media to regularly communicate with others, according to MediaPost, which reported results from the latest wave of Universal McCann's large-scale "Media in Mind" tracking study (via MarketingCharts).
For those 18-34 years old, the reigning form of personal communication is social media, which 85% of those in this age group say they use to connect with people they know.
Below, additional findings from the survey.
Older tech, such as email and instant messaging, are also still replacing analog communications:
22% of all American adults say they rely on instant messaging, up from 9% in 2007.
21% of adults age 18-34 rely on instant messaging, up from 14% in 2007.
Mobile media is becoming a dominant force as well, as evidenced by the pervasive use of texting:
Only 41% of US adults say they've never sent a text message, down 8% from a year ago.
Among 18- to 34-year-olds, the proportion of those who have never sent a text message has fallen to 22%, a decline of 16% from last year.
Self-publishing online and reading blog content also are growing:
10% of US adults now publish blogs. That number was only 5% last year.
Younger Americans publish blogs at twice that rate: Some 20% of US adults age 18-34 publish a blog, up from 10% last year.
About the research: Universal McCann's Media in Mind study is an annual proprietary survey of 5,000+ adults that analyzes how consumers relate to media and products in their daily lives.
Thursday
Online Video Info!
Convincing Clients to Buy Web Video
Even in 2008, Web Video can be scary for clients looking to place ads. Your arsenal of facts supporting a Web-video buy is expanding.
By Tod Sacerdoti
Published: July 29, 2008
Convincing clients to use online video involves three key elements: sharing key facts, making specific recommendations and backing all initial video efforts with a strong research effort.
Key Facts
Clients are aware of online video, but they generally don't realize the growth, scale or performance facts.
1. Video is Bigger Than Search: 12 billion videos are watched per month vs. 10.5 billion searches conducted.
2. Video Consumption is Quickly Moving Online: 19% of total video consumption is now online, versus 11% a year ago.
3. Most Users Consume Video: 80% of Internet users watch video, moving to 88% by 2012.
4. Consumption is High Across All Demos: 76% of children and 44% of seniors watched online video.
5. Video Is Fastest Growing Ad Category: Video advertising will growth 45% this year vs. 37% for social media.
6. TV Scale is Accessible Online: Many vendors now represent unique and volume numbers that are larger than prime-time TV.
7. Video is Highest Performing Unit Online: Pre-roll video outperforms all traditional display units on brand lift, brand recall and lift in purchase intent.
Specific Recommendations
Clients need simple ways to get started and clear ways to add to existing programs or campaigns.
1. Use Existing Creative: Current 15 and 30 second television spots can be used to create most video ad units online.
2. Customize the Skin: Rather than creating new and expensive video ads, focus customization on skinning pages or players.
3. Always Have a Companion Banner: Companions bring down the effective cost per thousand and are a key to performance, so always have one.
4. Clarify Target Metrics: Vendors can easily optimize for clicks, duration, cost per view or conversion so recommend the metric upfront.
5. Test Multiple Ad Units: For clients just starting in video, run multiple different video units and quickly cancel underperforming units.
6. Avoid direct response—Focus on Brand Budgets: With regurgitated TV creative, direct response campaigns will likely miss targets, so avoid getting off to a bad start.
7. Do Not Pay Rich Media or Serving Fees: Many vendors exist that do not charge fees, so preserve the client's budget for the media.
Research Efforts
Clients need to know if video is performing in three key areas: attitude /brand metrics vs. display and within-ad units.
1. Research Attitude/Brand Metrics: Proof of performance will drive increased budgets so demonstrate brand lift, brand recall or an increase in purchase intent for branding campaigns. Work with a third party who is credible and has experience in video advertising.
2. Research Performance of Video vs. Display Advertising: Your video budget will come at the expense of display advertising, so it is important to demonstrate video outperforms. For any campaigns with a direct response metric, measure the impact of video advertising on the conversions of display and search.
3. Research Ad Units: Video ad units have widely varying performance, measure both by hard metrics such as clicks and conversions, but also on the user perception of a brand and on the impact of the performance of other, non-video units.
Even in 2008, Web Video can be scary for clients looking to place ads. Your arsenal of facts supporting a Web-video buy is expanding.
By Tod Sacerdoti
Published: July 29, 2008
Convincing clients to use online video involves three key elements: sharing key facts, making specific recommendations and backing all initial video efforts with a strong research effort.
Key Facts
Clients are aware of online video, but they generally don't realize the growth, scale or performance facts.
1. Video is Bigger Than Search: 12 billion videos are watched per month vs. 10.5 billion searches conducted.
2. Video Consumption is Quickly Moving Online: 19% of total video consumption is now online, versus 11% a year ago.
3. Most Users Consume Video: 80% of Internet users watch video, moving to 88% by 2012.
4. Consumption is High Across All Demos: 76% of children and 44% of seniors watched online video.
5. Video Is Fastest Growing Ad Category: Video advertising will growth 45% this year vs. 37% for social media.
6. TV Scale is Accessible Online: Many vendors now represent unique and volume numbers that are larger than prime-time TV.
7. Video is Highest Performing Unit Online: Pre-roll video outperforms all traditional display units on brand lift, brand recall and lift in purchase intent.
Specific Recommendations
Clients need simple ways to get started and clear ways to add to existing programs or campaigns.
1. Use Existing Creative: Current 15 and 30 second television spots can be used to create most video ad units online.
2. Customize the Skin: Rather than creating new and expensive video ads, focus customization on skinning pages or players.
3. Always Have a Companion Banner: Companions bring down the effective cost per thousand and are a key to performance, so always have one.
4. Clarify Target Metrics: Vendors can easily optimize for clicks, duration, cost per view or conversion so recommend the metric upfront.
5. Test Multiple Ad Units: For clients just starting in video, run multiple different video units and quickly cancel underperforming units.
6. Avoid direct response—Focus on Brand Budgets: With regurgitated TV creative, direct response campaigns will likely miss targets, so avoid getting off to a bad start.
7. Do Not Pay Rich Media or Serving Fees: Many vendors exist that do not charge fees, so preserve the client's budget for the media.
Research Efforts
Clients need to know if video is performing in three key areas: attitude /brand metrics vs. display and within-ad units.
1. Research Attitude/Brand Metrics: Proof of performance will drive increased budgets so demonstrate brand lift, brand recall or an increase in purchase intent for branding campaigns. Work with a third party who is credible and has experience in video advertising.
2. Research Performance of Video vs. Display Advertising: Your video budget will come at the expense of display advertising, so it is important to demonstrate video outperforms. For any campaigns with a direct response metric, measure the impact of video advertising on the conversions of display and search.
3. Research Ad Units: Video ad units have widely varying performance, measure both by hard metrics such as clicks and conversions, but also on the user perception of a brand and on the impact of the performance of other, non-video units.
Online Video Info!
Convincing Clients to Buy Web Video
Even in 2008, Web Video can be scary for clients looking to place ads. Your arsenal of facts supporting a Web-video buy is expanding.
By Tod Sacerdoti
Published: July 29, 2008
Convincing clients to use online video involves three key elements: sharing key facts, making specific recommendations and backing all initial video efforts with a strong research effort.
Key Facts
Clients are aware of online video, but they generally don't realize the growth, scale or performance facts.
1. Video is Bigger Than Search: 12 billion videos are watched per month vs. 10.5 billion searches conducted.
2. Video Consumption is Quickly Moving Online: 19% of total video consumption is now online, versus 11% a year ago.
3. Most Users Consume Video: 80% of Internet users watch video, moving to 88% by 2012.
4. Consumption is High Across All Demos: 76% of children and 44% of seniors watched online video.
5. Video Is Fastest Growing Ad Category: Video advertising will growth 45% this year vs. 37% for social media.
6. TV Scale is Accessible Online: Many vendors now represent unique and volume numbers that are larger than prime-time TV.
7. Video is Highest Performing Unit Online: Pre-roll video outperforms all traditional display units on brand lift, brand recall and lift in purchase intent.
Specific Recommendations
Clients need simple ways to get started and clear ways to add to existing programs or campaigns.
1. Use Existing Creative: Current 15 and 30 second television spots can be used to create most video ad units online.
2. Customize the Skin: Rather than creating new and expensive video ads, focus customization on skinning pages or players.
3. Always Have a Companion Banner: Companions bring down the effective cost per thousand and are a key to performance, so always have one.
4. Clarify Target Metrics: Vendors can easily optimize for clicks, duration, cost per view or conversion so recommend the metric upfront.
5. Test Multiple Ad Units: For clients just starting in video, run multiple different video units and quickly cancel underperforming units.
6. Avoid direct response—Focus on Brand Budgets: With regurgitated TV creative, direct response campaigns will likely miss targets, so avoid getting off to a bad start.
7. Do Not Pay Rich Media or Serving Fees: Many vendors exist that do not charge fees, so preserve the client's budget for the media.
Research Efforts
Clients need to know if video is performing in three key areas: attitude /brand metrics vs. display and within-ad units.
1. Research Attitude/Brand Metrics: Proof of performance will drive increased budgets so demonstrate brand lift, brand recall or an increase in purchase intent for branding campaigns. Work with a third party who is credible and has experience in video advertising.
2. Research Performance of Video vs. Display Advertising: Your video budget will come at the expense of display advertising, so it is important to demonstrate video outperforms. For any campaigns with a direct response metric, measure the impact of video advertising on the conversions of display and search.
3. Research Ad Units: Video ad units have widely varying performance, measure both by hard metrics such as clicks and conversions, but also on the user perception of a brand and on the impact of the performance of other, non-video units.
Even in 2008, Web Video can be scary for clients looking to place ads. Your arsenal of facts supporting a Web-video buy is expanding.
By Tod Sacerdoti
Published: July 29, 2008
Convincing clients to use online video involves three key elements: sharing key facts, making specific recommendations and backing all initial video efforts with a strong research effort.
Key Facts
Clients are aware of online video, but they generally don't realize the growth, scale or performance facts.
1. Video is Bigger Than Search: 12 billion videos are watched per month vs. 10.5 billion searches conducted.
2. Video Consumption is Quickly Moving Online: 19% of total video consumption is now online, versus 11% a year ago.
3. Most Users Consume Video: 80% of Internet users watch video, moving to 88% by 2012.
4. Consumption is High Across All Demos: 76% of children and 44% of seniors watched online video.
5. Video Is Fastest Growing Ad Category: Video advertising will growth 45% this year vs. 37% for social media.
6. TV Scale is Accessible Online: Many vendors now represent unique and volume numbers that are larger than prime-time TV.
7. Video is Highest Performing Unit Online: Pre-roll video outperforms all traditional display units on brand lift, brand recall and lift in purchase intent.
Specific Recommendations
Clients need simple ways to get started and clear ways to add to existing programs or campaigns.
1. Use Existing Creative: Current 15 and 30 second television spots can be used to create most video ad units online.
2. Customize the Skin: Rather than creating new and expensive video ads, focus customization on skinning pages or players.
3. Always Have a Companion Banner: Companions bring down the effective cost per thousand and are a key to performance, so always have one.
4. Clarify Target Metrics: Vendors can easily optimize for clicks, duration, cost per view or conversion so recommend the metric upfront.
5. Test Multiple Ad Units: For clients just starting in video, run multiple different video units and quickly cancel underperforming units.
6. Avoid direct response—Focus on Brand Budgets: With regurgitated TV creative, direct response campaigns will likely miss targets, so avoid getting off to a bad start.
7. Do Not Pay Rich Media or Serving Fees: Many vendors exist that do not charge fees, so preserve the client's budget for the media.
Research Efforts
Clients need to know if video is performing in three key areas: attitude /brand metrics vs. display and within-ad units.
1. Research Attitude/Brand Metrics: Proof of performance will drive increased budgets so demonstrate brand lift, brand recall or an increase in purchase intent for branding campaigns. Work with a third party who is credible and has experience in video advertising.
2. Research Performance of Video vs. Display Advertising: Your video budget will come at the expense of display advertising, so it is important to demonstrate video outperforms. For any campaigns with a direct response metric, measure the impact of video advertising on the conversions of display and search.
3. Research Ad Units: Video ad units have widely varying performance, measure both by hard metrics such as clicks and conversions, but also on the user perception of a brand and on the impact of the performance of other, non-video units.
Tuesday
Women Primary Searchers for Wellness Information Online
Two out of three (66.2%) online adults use the internet to gather wellness information - and women are significantly more likely than men to do so - 71.7% versus 60.5% - according to a Burst Media survey of nearly 1,700 web users age 18+.
The study sought to understand how consumers research wellness topics online, including fitness, diet, health and beauty.
Among the key findings:
Overall, nutrition information is the most popular wellness topic to research online (38.4%) among US adults.
One-third (33.9%) of respondents research wellness information at least once per week and 10.7% search daily.
Respondents age 25-34 are the most active consumers of online wellness information; among this segment, 45.9% research at least once per week, and one in six (16.3%) search daily.
Among other findings of the study:
Gender, not age, is the largest factor in reliance on online wellness information: High usage by women is fairly consistent among all female age segments, rising from 66.0% among women age 18-24 to 75% among women 55+.
Read More About Women searching wellness info online
The study sought to understand how consumers research wellness topics online, including fitness, diet, health and beauty.
Among the key findings:
Overall, nutrition information is the most popular wellness topic to research online (38.4%) among US adults.
One-third (33.9%) of respondents research wellness information at least once per week and 10.7% search daily.
Respondents age 25-34 are the most active consumers of online wellness information; among this segment, 45.9% research at least once per week, and one in six (16.3%) search daily.
Among other findings of the study:
Gender, not age, is the largest factor in reliance on online wellness information: High usage by women is fairly consistent among all female age segments, rising from 66.0% among women age 18-24 to 75% among women 55+.
Read More About Women searching wellness info online
Monday
Thursday
Visits to Coupon Websites Up 56% from 2007, Classifieds Site Visits Up 113%
Additional Cost-Cutting Trends in Retail
US visits to comparison shopping websites increased 51% for the week ended June 6, 2008 compared with the equivalent period last year.
US visits to discount retailers increased 25% in the week ended June 6 compared with last year, while traditional department stores increased 15%.
US searches on the term “coupons” sending visits to Shopping & Classifieds websites doubled for the week ended June 6 compared with the previous year.
Read More
US visits to comparison shopping websites increased 51% for the week ended June 6, 2008 compared with the equivalent period last year.
US visits to discount retailers increased 25% in the week ended June 6 compared with last year, while traditional department stores increased 15%.
US searches on the term “coupons” sending visits to Shopping & Classifieds websites doubled for the week ended June 6 compared with the previous year.
Read More
Tuesday
Come up with customized solutions for your clients...don't sell just on CPM!
Why Web Sites And Online Marketing Suck
By Joe Marchese
I have long been convinced that standard online marketing metrics were not only ineffective and inefficient for marketers, but were also destroying the quality of content on the Internet. Over a year ago I wrote about "Advertising's Role In Crippling The Internet As A Medium" and again in "
The Online Advertising Conundrum - More Metrics, Less Meaning." The basic gist was this: because marketers were demanding metrics (i.e. impressions,
clicks) that did not necessarily equate to value for a marketer, and could be faked or gamed, traditional media metrics were creating a lose-lose-lose eco-system on the Internet for publishers, advertisers and people.
I have never met Avinash Kaushik, Google's new Analytics Evangelist. But after reading "Google's 'Analytics Evangelist' Explains Why Websites 'Suck,"' an article by Mya Frazier about a talk Kaushik gave to a group of marketers, I think he and I would get along very well. From the article by
Frazier: "Mr. Kaushik employed the word 'sucks' frequently when he talked about the traditional metrics used for measuring online marketing. And as far as online marketing goes, it sucks too. He likened it to a 'faith-based initiative."'
One issue: placing all emphasis on reach over quality. How many BILLIONS of impressions is your campaign getting? If you are a publisher or ad network, you've heard it before; if you are a marketer, you're probably guilty of it.
Are you going on faith that you are actually affecting consumer opinions of your brand with those impressions? Media buyers are forced to compare CPM or CPC costs, because that is the only common metric that they have to compare across online media buys. But what does the number of impressions generated have to do with value generated for a brand? Maybe something, maybe nothing.
And we are back to marketers relying on faith. No wonder only CPA campaigns and other direct marketers are putting a significant percentage of dollars against online.
What should Web sites and ad networks be delivering to brand marketers? I would argue that there is a metric that could accurately measure online campaign effectiveness. This metric would measure the affect on brand awareness, brand perception and intent to purchase the campaign had on people exposed to various campaign assets. How? Ask the people exposed to the campaign. Sounds a lot like focus group testing, I know, but imagine focus group testing with scale and real-time results. It is not impossible, given the two-way nature of social media, that we could achieve a statistically significant sampling to measure the effectiveness of a particular campaign. Of course the Web site or the ad network couldn't provide this type of survey; it would require a third party that could compare the results across various online advertising methods to provide comparative results. Also, this method would presuppose people's willingness to engage with marketers, or finding the right motivations.
Metrics that matter are closer than you think. Imagine if Web sites didn't have to compete for "trick clicks" or massive impressions, but could report how effective their media was for marketers. They could focus on being more influential over their readers, meaning creating better quality. And marketers could focus on the number of people their campaigns actually affected. Imagine a new era in Internet advertising by applying methods marketers have been using for decades to social media.
Joe Marchese is President of socialvibe.
By Joe Marchese
I have long been convinced that standard online marketing metrics were not only ineffective and inefficient for marketers, but were also destroying the quality of content on the Internet. Over a year ago I wrote about "Advertising's Role In Crippling The Internet As A Medium" and again in "
The Online Advertising Conundrum - More Metrics, Less Meaning." The basic gist was this: because marketers were demanding metrics (i.e. impressions,
clicks) that did not necessarily equate to value for a marketer, and could be faked or gamed, traditional media metrics were creating a lose-lose-lose eco-system on the Internet for publishers, advertisers and people.
I have never met Avinash Kaushik, Google's new Analytics Evangelist. But after reading "Google's 'Analytics Evangelist' Explains Why Websites 'Suck,"' an article by Mya Frazier about a talk Kaushik gave to a group of marketers, I think he and I would get along very well. From the article by
Frazier: "Mr. Kaushik employed the word 'sucks' frequently when he talked about the traditional metrics used for measuring online marketing. And as far as online marketing goes, it sucks too. He likened it to a 'faith-based initiative."'
One issue: placing all emphasis on reach over quality. How many BILLIONS of impressions is your campaign getting? If you are a publisher or ad network, you've heard it before; if you are a marketer, you're probably guilty of it.
Are you going on faith that you are actually affecting consumer opinions of your brand with those impressions? Media buyers are forced to compare CPM or CPC costs, because that is the only common metric that they have to compare across online media buys. But what does the number of impressions generated have to do with value generated for a brand? Maybe something, maybe nothing.
And we are back to marketers relying on faith. No wonder only CPA campaigns and other direct marketers are putting a significant percentage of dollars against online.
What should Web sites and ad networks be delivering to brand marketers? I would argue that there is a metric that could accurately measure online campaign effectiveness. This metric would measure the affect on brand awareness, brand perception and intent to purchase the campaign had on people exposed to various campaign assets. How? Ask the people exposed to the campaign. Sounds a lot like focus group testing, I know, but imagine focus group testing with scale and real-time results. It is not impossible, given the two-way nature of social media, that we could achieve a statistically significant sampling to measure the effectiveness of a particular campaign. Of course the Web site or the ad network couldn't provide this type of survey; it would require a third party that could compare the results across various online advertising methods to provide comparative results. Also, this method would presuppose people's willingness to engage with marketers, or finding the right motivations.
Metrics that matter are closer than you think. Imagine if Web sites didn't have to compete for "trick clicks" or massive impressions, but could report how effective their media was for marketers. They could focus on being more influential over their readers, meaning creating better quality. And marketers could focus on the number of people their campaigns actually affected. Imagine a new era in Internet advertising by applying methods marketers have been using for decades to social media.
Joe Marchese is President of socialvibe.
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