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According to a new Advertising.com study, the ad network’s so-called NetBlocks - similar to roadblocks on specific content, but expanded to include an advertiser’s “ownership” of a chunk of the entire ad network - can significantly increase consumer/brand engagement in the days following exposure, writes MarketingVox. That “ownership” can be defined as a desired volume of impressions or all impressions served to a specific demographic segment, or other criteria. Overall results showed that NetBlocks increased - up to 1,700 percent (versus a control group) - traffic to the advertisers’ websites.
Exposed consumers also demonstrated higher engagement levels with the advertisers’ sites - up to 3,600 percent and 1,500 percent increases in time spent and pages viewed, respectively.
For the study, engagement was measured as visits, time spent and pages viewed on an advertiser’s site. Through a partnership with comScore, Advertising.com measured the impact of NetBlocks on these metrics against a control group. The analyzed post-exposure periods included 24 hours following the last exposure, 48 hours following the last exposure, and the seven days following the last exposure.
“NetBlocks provide an innovative way to achieve mass reach of a targeted audience in a short time frame,” according to K-Yun Steele, VP/AMD at Beyond Interactive, “Clearly, the combination is powerful - resulting in a high level of interaction and lasting mindshare for an advertiser’s brand.”
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
may command a greater share of online sales than they have in years past - thus increasing the importance…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
