Viewers of both video on demand content delivered via cable boxes and video delivered on the Web actually gravitate to longer ad spots, according to a new study by the Atlas Institute, Mediaweek reports.
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Nearly six in 10 executives surveyed say an advertisement in a b-to-b magazine prompted them to purchase or recommend the purchase of a product or service, according to new research released Wednesday by American Business Media, BtoB reports.
According to the study, b-to-b trade shows play a prominent role in driving executives to seek additional information either on a company’s Web site (77 percent), by talking to a sales rep (73 percent) or calling a toll-free number (40 percent).
Some big marketers, relatively new to online marketing, have had their ads served via spyware-generated pop-ups, junk websites and other unseemly media, writes ClickZ (via MarketingVOX); so, in an effort to end affiliate marketing practices and ad network buys that undermine brand, the Direct Marketing Association (DMA) has released relevant best practices guidelines. “The Federal Trade Commission had talked to us specifically about advertisers knowing where their ads were placed,” Jerry Cerasale, the DMA’s SVP of government affairs, told ClickZ.
At a session at the 2006 DM Days, Emily Hackett, executive director of the Internet Alliance, which tracks state legislative bills affecting direct marketers, said that the fact there were so many data security breach bills introduced and passed in states this year means that a federal bill will likely follow, DMNews reports.
The global entertainment and media (E&M) industry has entered a solid growth phase and will increase at a 6.6 percent compound annual growth rate (CAGR) to reach $1.8 trillion in 2010, according to the PricewaterhouseCoopers “Global Entertainment and Media Outlook: 2006-2010″ report, MarketingVOX reports. The internet will remain the fastest-growing advertising medium globally, with an 18.1 percent CAGR, reaching $51.6 billion in 2010, the Outlook says.
The radio and out-of-home market combined is expected to grow at a 7.6 percent compound annual rate to $39.3 billion, outpacing the total entertainment and media industry’s 5.6 percent compound growth rate, according to PricewaterhouseCoopers’ annual entertainment and media outlook, Radio Billboard Monitor reports.
Email properties accounted for 49 percent of online ad impressions in May, slightly more than April’s 48.7 percent, according to Nielsen/NetRatings AdRelevance, reports MediaPost (via MarketingVOX). Yahoo Mail’s share of May’s total ad impressions was a whopping 38 percent, followed by MSN Hotmail at 8.6 percent. General community sites accounted for 16.3 percent of online ad impressions in May, compared with 16.1 percent last month; MySpace alone accounted for 14.6 percent of all online ad impressions for the month.
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Marketing research consultants Blackfriars Communications today released its Marketing Category Indices for 12 types of marketing spending, indicating that spending is moving to online advertising, which grew to 15 percent of overall marketing spend, MarketingVOX reports. Spending on traditional advertising accounted for 19 percent of budgets. Blackfriars also set its Blackfriars Marketing Index at 146 for the second quarter of 2006, indicating that U.S. companies expect to have spent 46 percent more on marketing in the quarter than they spent in an average quarter in 2005.
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