AAF: Ad Budgets Shifting from TV to Online Video
A majority of top ad execs surveyed say a big chunk of their TV advertising budgets will migrate to online video buys within the next few years.
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A majority of top ad execs surveyed say a big chunk of their TV advertising budgets will migrate to online video buys within the next few years.
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A new report by BlueLithium’s BL Labs finds that behavioral ads result in higher click-through rates when shown in a contextually relevant category, but are more likely to lead to a conversion when viewed out of context.
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If form follows function, then the media that marketers use should follow the message–or, specifically, the intended target demographics, according to Forrester Research.
Kids are increasingly watching television programming online, according to a new study from MindShare Online Research group.
New features introduced this week by college-student networking site Facebook have angered some users and incited protest petitions and anti-Facebook groups on the site itself.
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As expected, Microsoft has integrated behavioral targeting into paid search advertising via its adCenter platform.
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Real-life members of MySpace are apparently getting fed up with the fake profiles created by marketers for their brands.
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Arbitron and Nielsen Media Research are preparing to release the first data to come from the research project, dubbed Project Apollo, that is looking into the creation of a single-source, national research service based on Arbitron’s portable people meter system and ACNielsen’s Homescan technology.
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Hachette Filipacchi Media’s Car and Driver is working with Revenue Science to deliver behavioral targeting services for CarandDriver.com’s advertisers beginning Monday, August 7.
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Ad network ValueClick Media has agreed to retarget in-market car buyers who have previously visited Jumpstart Automotive Media’s network of car-related sites in what MediaPost terms an unusual behavioral targeting deal between two networks. Users who visit a Jumpstart in-market auto site or advertiser’s car site can be served ads if they appear on any of ValueClick media’s 13,500 sites. Jumpstart’s network includes Vehix, JD Power Autos, NADA Guides, and Consumer Guide Automotive.
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Marketers not rushing to social networks Although marketers have expressed interest in new web channels like social networks and video games, most don’t plan to use the venues in the next year, according to Forrester Research’s survey of 253 interactive marketers, Adweek reports. The survey results showed marketers’ reluctance to shift from more familiar online channels like search and email marketing.
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Behaviorally targeted online advertising network Tacoda announced that it has named online video solutions provider Klipmart its preferred provider of in-page video ads across the Tacoda Audience Networks of more than 3,000 sites, MarketingVOX reports. In addition, Tacoda and Klipmart will work on integrating Tacoda behavioral insights into Klipmart solutions to extend the value of the relationship for advertisers, the companies said.
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Microsoft was granted a patent (number 7039699) on Tuesday for “tracking usage behavior in computer systems” with invisible images and “small sized cookies” to track visitors, writes Techdirt (via MarketingVOX). The patent application was filed on May 2, 2000 (application number 563706).
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In a study of the impact of behavioral vs contextual targeting on an internet advertising campaign, behavioral targeting identified and reached 50.3 percent more imminent buyers of Panasonic plasma TVs than contextual targeting. According to the study by Next Century Media and Insight Express, the cost of reaching each potential buyer was also 50 percent less than with contextual targeting, MarketingVox reports.
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To maximize advertisers’ return on investment and provide online publishers with the ability to match ads with the most appropriate audience, DoubleClick has unveiled a new optimization tool - DART Adapt - for its DART for Publishers platform, reports ClickZ (via MarketingVox). Based on publisher-defined rules, DART Adapt determines - based (anonymously) on user activity or behavior and using statistical modeling - the best ad to serve that user to ensure a higher conversion rate.
In order to give its advertisers the ability to reach customers looking for specific business categories in different geographic areas, the online directory Whitepages.com has launched its behavioral targeting product In-Market Targeting, MediaPost reports.
The general public spends a far greater percentage of its time outdoors than any other previous generations, causing marketers to chase after them using public media, Mediapost writes. Only 8 percent of a person’s time was spent neither at home nor at work in 1960; now that number has grown to 18 percent today. So-called “public media” in the past was mainly outdoor billboards and terrestrial radio, but new ways to reach consumers are popping up constantly.
With marketing and advertising activity in the social-networking sector heating up, the popular online social network for high school and college students Facebook.com - which has recently put itself up for sale and hopes to top News Corp.’s $580,000 acquisition of competitor MySpace.com - has turned down a $750 million offer, holding out for as much as $2 billion, reports BusinessWeek.
The U.S. Patent and Trademark Office last week published a patent application (No. 20060059044) by Google engineers for targeting advertising based, in part, on the location of a wireless access point (WAP) to which a user connects to access the internet, reports ClickZ (via MarketingVox). Other factors for serving ads include the behavioral profile of the WAP’s users and the WAP owner’s vertical market.
Three out of five consumers prefer contextual targeting - more than double the number who respond best to demographic, geographic or behavioral targeting, according to a new survey of consumer attitudes online conducted in late January by market researcher Synovate for Traffic Marketplace, the ad network division of Vendare Media.
