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Archives » Search Engine Optimization

IAB Releases Conduct Guidelines for Digital Ad Measurement

Published 2 years, 2 months ago

The Interactive Advertising Bureau (IAB) has released the final version of its “Guidelines for the Conduct of Ad Verification,” in cooperation with the Media Rating Council (MRC). The advantage to advertisers and marketers is truth in numbers: IAB is promising that with a common set of standards, “companies engaged in the verification of interactive advertising campaigns can themselves be audited against a common, transparent standard.”

The participants in creating the guildelines include both buy- and sell-side heavyweights such as the New York Times, NBCUniversal, Turner Broadcasting, Yahoo!, Google, and verification services like AdXpose and Telemetry.

In an executive summary of the guidelines, IAB claimed as one of its goals to “reduce the chaos that has surrounded ad verification practice since its inception,” and to improve the trust between both buy- and sell-side industry organizations. “While ad verification in principle is valuable to the digital advertising industry, the lack of accountability created tension between the publishers and marketers.” said Steve Sullivan, Vice President, Advertising Technology for IAB. The Bureau “developed these guidelines to introduce a level of consistency into campaign assessments commensurate the industry's standards for impression measurement.”

The guidelines provide a detailed set of common methods and practices for verification of online advertising, useful to verification vendors and users of verification services (both buyers and sellers). They include mobile, e-mail or lead generation campaigns of all types and address a wide range of topics, including:

  • Ad-serving prevention (“ad blocking”) carries larger implications to the buyer and/or seller because the intended ad serving transaction is interrupted. The guidelines recommend that ad blocking may be used in instances where the relevant domain or page-level URL is already on a blocking list, for competitive separation and fraud prevention. Ad blocking should only be built into ad serving systems, so decisions are made pre-serve.
  • Nested iFrames are often recognized as legitimate technology, but because of browser operational/security considerations, there is limited visibility into the legitimacy of iFrames filled with content from outside the parent domain. For that reason, the guidelines recommend ad verification vendors have procedures to classify and report whether advertising served into iFrames from other domains has been appropriately executed. In addition, the general nature of the verification tools used to view iFrame content should be disclosed. Moreover, it is recommended that the industry minimize the use of nested iFrames.
  • Geo-targeting IP-based processes can vary in quality based on the geo-targeting vendor used. The guidelines recommend geo-targeting vendors subject their processes to independent auditing and that natural differences in geo targeting accuracy between vendors be taken into account.

“Consistent and transparent conduct of ad verification is vital for deepening confidence in the industry and driving the advancement of digital advertising,” said George Ivie, Executive Director and CEO of the MRC. “We believe the issuance of these guidelines represent a major step toward achieving these goals.”

IAB has made the guidelines available on its website.

Meredith Acquires Allrecipes.com, Expects “Significant Increase” In Digital Scale

Published 2 years, 2 months ago

Meredith Corporation, publishers of Better Homes, Family Circle and Parents and their accompanying websites, has acquired Allrecipes.com from The Reader’s Digest Association.

Meredith CEO Steve Lacy calls Allrecipes.com “The market leader in the digital food space…[the acquisition] more than doubles the scale of the Meredith Women’s Digital Network.” Allrecipes.com has a database of over 500,000 recipes. Its U.S. audience is 70% female with a mean household income of $73,000, and claims to reach nine out of 10 primary grocery decision makers. Allrecipes.com further claims its mobile apps have been downloaded by over 11 million consumers, and that it is the top food recipe channel on YouTube.

Along with the Allrecipes.com title, Meredith gains access to the site’s proprietary search engine optimization (SEO) expertise, which it will apply across Meredith’s other digital properties. They also buy market penetration: Allrecipes.com has 17 sites in 22 countries. Despite its present reach, Allrecipes.com charges a fairly modest $6 cost-per-thousand (CPM) for run-of-site display ads, and $10 CPM for targeted display ads.

Food titles, in both digital and print, are hot properties. Food Network Magazine has just seen its seventh ratebase jump since late 2009. And the top five digital magazines of 2011, in terms of percent gain of unique visitors, included two food titles, Saveur.com, and Bonappetit.com.

From the Allrecipes.com media kit.

Google AdWords Enhances Lost Impression Metrics, Greater Detailing Causes

Published 2 years, 2 months ago

Google on its Inside AdWords blog has announced enhancements to AdWords metrics. The metrics surround impression share, a measure of the value of AdWords service.

Google has introduced the changes in response to advertiser requests. The aim is to give advertisers a better understanding of what return on investment (ROI) they are gaining, as well as what impressions they are losing, and why. For example, an advertiser may be at or near budget, and so loses impressions until the budget is restored. An ad may have a lesser ad rank and and position because of poorly chosen keywords, and loses more impressions.

Over the next few weeks, Google will add three new columns to its ad groups tab to quantify those lost impressions, which include:
1. Impr. Share, the percentage of impressions received/estimated number advertiser is eligible to receive
2. Lost IS (Rank), being the share of impressions lost due to the advertiser’s Ad Rank
3. Exact Match IS (Search Network only), the percentage of impressions an advertiser received based on exact keyword matches, versus those the advertiser was eligible to receive.

On top of those metrics, Google will update its algorithms to provide more detailed impression-share metrics, and before January 30th. It will provide refined campaign-level statistics retroactively, dating back to May 2011. And, it will provide once-a-day updates, at noon PST. Google is advising advertisers to download an impression share data report before January 30, for advertisers who wish to maintain a snapshot of existing reports to compare to the new more-detailed reports.

Device’s Screen Size May Determine Conversion Likelihood

Published 2 years, 5 months ago

While search advertisers experience higher click-through-rates for mobile phone and tablet search campaigns than for desktop search campaigns (at 166% and 137% respectively) according to a November 2011 report from Macquarie Group, those clicks are less likely to convert to sales in a direct relationship to screen size. The report employed Efficient Frontier advertiser data. Efficient Frontier found that mobile conversion rates were at just 31% of the average desktop campaign’s, while tablet conversion rates were much more on par (96%). Meanwhile, the average cost-per-click (CPC) on mobile phone search campaigns was slightly higher (108%) than for desktop search campaigns, although CPCs for tablet campaigns were on average 85% of desktop search campaign CPCs.

Report: Social Media Grows 25%, Now 16% of All Online Time

Published 2 years, 5 months ago

Global Ad Spend Share, by Type

The internet continues to grow at the fastest rate of any medium, at an average of 14.2% a year between 2010 and 2013. Display is the fastest-growing segment, growing by 16.4% a year, driven mainly by online video and social media, according to ZenithOptimedia, "Global Ad Expenditure to Return to Pre-recession Peak Level."

In the US, social media use has jumped 25% over the last year, and now accounts for 16% of all time spent online, and 34% of display impressions. Paid search is growing by 14.4% a year, but its growth is being slightly restrained by the shift in search behaviour from desktop to mobile devices, where costs are currently lower.

Television is the next fastest-growing medium, at 6.2% a year. It is also the largest contributor to global growth, accounting for 49% of new ad dollars between 2010 and 2013. Television’s share of the global ad market has risen steadily over time and shows no sign of reaching a plateau: it attracted 40.1% of spend in 2010, up from 37.3% in 2005, and we forecast it to attract 41.4% in 2013. 

Television ad expenditure are forecast to grow by US$35.4 billion, from US$179.6 to US$215.0 billion between 2010 and 2013.

MySpace Owners See Room for Artists, Celebs | Google, Facebook Plug-ins Slow Sites, Impact Commerce?

Published 2 years, 8 months ago
  • Specific Media, the company that purchased ailing social network MySpace, plans to make the website a place to interact with celebrities and artists and to view content produced specifically for Myspace, writes the Los Angeles Times. "Thirty-five million unique users in the U.S. every single month come to it. That is a massive property online,” said Tim Vanderhook, who co-owns the company with his brother, Chris.

  • Forrester has released a new research series called Community Speaks, based upon a market research online community (MROC) of more than 2,000 participants. The series provides market researchers with qualitative consumer insights built from data on topics such as customer experience and loyalty, consumer technology adoption, and media and Internet behaviors and attitudes.

  • Calculating that the Google’s +1 plug-in and a Facebook’s ‘like’ plug-in slows page-load time by 1.2 seconds, and citing research that indicates that 10% of site traffic is lost for every extra second a site takes to load, the Tag Man Blog has an interesting take on what kind of impact the two plug-ins could make to an e-commerce site. That translates to more than a 10% loss in visitors, and by extension, in conversion. Otherwise put, an online business with $35 million in revenue could lose over $3.5 million in sales using just these two plug-ins.

  • Search optimization company SEOmoz has introduced a search product that allows marketers to see inbound links to their brands' sites as well as other link-identifying information. The company's Open Site Explorer search engine shows what other companies are linking to a particular website, top pages and content on a domain. The software also indicates what content is drawing the most links to competitors' websites and allows users to compare up to five domains side by side, writes B-to-B Online.

Chart: Retail Search Sector Data, Q2 2011

Published 2 years, 8 months ago

Retail Search Sector Data About this chart: Source: Efficient Frontier / Context Optional, "Global Digital Marketing Performance Report," July 2011. The analysis was completed based on data from Efficient Frontier search engine marketing customers and the resulting Efficient Frontier’s Customer Index. The Efficient Frontier Customer Index represents a subset of Efficient Frontier clients who have spend data for six consecutive quarters or more whose resulting SEM metrics are then normalized to average industry category contributions established by multiple third party data providers. 

 

 

 

 

 

Chart: Internet Advertising Expenditure, by Type, 2009-2013

Published 2 years, 9 months ago

Internet Advertising Expenditure, by Type About this chart: Source: ZenithOptimedia, "Global Ad Expenditure to Return to Pre-recession Peak Level," July 2011. ZenithOptimedia is a global media services agencies with 218 offices in 72 countries. ZenithOptimedia is part of Publicis Groupe the world’s third largest communications group, the world’s second largest media counsel and buying group, and a global leader in digital and healthcare communications. Advertising Expenditure Forecasts are published quarterly.

 

 

 

 

 

 

Chart: Automotive Search Sector Data, Q2 2011

Published 2 years, 9 months ago

automotive Search Sector Data About this chart: Source: Efficient Frontier / Context Optional, "Global Digital Marketing Performance Report," July 2011. The analysis was completed based on data from Efficient Frontier search engine marketing customers and the resulting Efficient Frontier’s Customer Index. The Efficient Frontier Customer Index represents a subset of Efficient Frontier clients who have spend data for six consecutive quarters or more whose resulting SEM metrics are then normalized to average industry category contributions established by multiple third party data providers. 

 

 

 

 

Chart: ROI Trends: Yahoo/Bing, Google, Q2 2010-Q2 2011

Published 2 years, 9 months ago

ROI Trends: Yahoo/Bing, Google About this chart: Source: Efficient Frontier / Context Optional, "Global Digital Marketing Performance Report," July 2011. The analysis was completed based on data from Efficient Frontier search engine marketing customers and the resulting Efficient Frontier’s Customer Index. The Efficient Frontier Customer Index represents a subset of Efficient Frontier clients who have spend data for six consecutive quarters or more whose resulting SEM metrics are then normalized to average industry category contributions established by multiple third party data providers.