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Web advertising adspend - 3.7 percent of ad budgets last year, according to the Interactive Advertising Bureau - remains small because unlike TV there is no generally accepted measurement system comparable to Nielsen ratings, says Ted McConnell, Procter & Gamble’s manager of interactive marketing and innovation. According to MediaPost (via MarketingVox) McConnell, speaking at Ad:Tech in Chicago on Monday, said what’s worse is that new online products come with their own sets of measurements - that’s like cars having non-uniform speedometers, he said.
Referring to Nielsen ratings, despite its shortcomings, he said, “Why haven’t we gotten a measure like this for interactive?” he asked. “We keep acting like the competition is us, but really it’s traditional media.” Media buyers take comfort in Nielsen’s consistency and reliability, he noted.
Yet, even with Nielsen’s measurements, a recent survey showed that 73 percent of respondents, out of 135 senior-level marketers surveyed, lack confidence in their ability to understand the sales impact of a marketing campaign, no matter the medium.
Marketers have unleashed their holiday promotions earlier than ever this year, with many hitting the stores well before Thanksgiving. But Sirius XM isn’t launching most of its 24-hour holiday music channels until turkey day or later.
The newly merged company…
October advertising revenue plunged for The New York Times Co. and McClatchy, despite some growth in online ad revenue.
The New York Times saw ad revenue plummet 17.2%; online ad revenue increased 5.3%, writes MediaPost. Classifieds have fallen 27.3% year to…
The switch to digital television arrives in less than three months, and to remind consumers of the transition, the National Association of Broadcasters is running a campaign across PumpTop TV’s network of screens at gas stations.
The spot began airing…
Through the first half of the year, automakers have slimmed their ad spending by 10% to $6.1 billion, according to Nielsen Monitor Plus.
General Motors slipped 6% to $1.2 billion, while Ford Motor cut ad spend by 22% to $954…
Getting real-time, 24/7 online access to company news and reaching responsive and efficient PR representatives still rate high on journalists’ wish-lists, but reporters are increasingly sourcing stories from new forms of media as well, according to research from Bulldog Reporter and TEKgroup…
Some 20% of top brand marketers continue to send additional emails to consumers, even after they confirm requests from those consumers to “unsubscribe” from an email marketing list, according to a research study from Return Path, MarketingCharts writes.
Though the study,…
