Channel, location, size and placement all matter for telecom display ads
The telecom industry is one of the biggest spenders on online advertising. Between 2010 and 2011, telecom ad spending climbed by 7% to $3.62 billion and eMarketer estimates the industry will spend close to $4.6 billion on online ads by 2015. New research suggests the industry has unlocked some key findings in order to achieve high user engagement with its display ads.
Perhaps due to the substantial resources telecom marketers are devoting to online advertising, the industry is enjoying higher-than-average user engagement with its ads. Research from ad solution provider MediaMind (formerly Eyeblaster) suggests that ad placement, banner sizes and the time in which users view ads have an impact on engagement metrics.
According to MediaMind, for every 1 million impressions, web users “dwell” on 70,000 telecom ads and click on 1,800. MediaMind defines dwell rate as impressions that are intentionally engaged with by touch, interaction or click, and by this metric the telecom vertical outpaces nearly all other categories thanks to a dwell rate of 7.5%. Telecom is tied for second-highest vertical in terms of engagement, and trails only the sports category.
MediaMind’s research suggests that ad placement, size and format all influence a consumer’s engagement with an ad. For telecom, MediaMind found that ads work best when placed on pages in the travel, technology, homepage, news, entertainment and finance categories. For rich media ads, IM and lifestyle placements were especially effective. Moreover, larger banner ads tended to perform better than smaller ones, and 300x600 and 300x250 were the best performing banner sizes.
MediaMind also found that users are more likely to convert after the first few times they view an ad. After the third impression, conversion rates plummet. Research also consistently shows that users convert at a much higher frequency after viewing mobile ads. Mobile ads for telecom achieve six times the performance of browser-based standard banners, according to MediaMind.
Although engagement rates for telecom are best-in-class, analysis of DoubleClick data by comScore indicates that clickthrough rates for telecom rich media ads are not quite as noteworthy. According to comScore, telecom CTRs come in at around 0.07%, compared to 0.15% for the automotive industry, the segment with the highest CTRs.
Examination of telecom display ads reveals that factors such as placement, format, size and frequency do influence a user’s decision to engage or convert. Marketers from all industries should make note of telecom’s findings in order to create highly relevant ads that consumers will want to engage with.
Article from Emarketer http://www.emarketer.com/Article.aspx?R=1008585
To get a functionally rich good looking website you need to use the services of both. That fact cannot be under estimated. Just like when building a new house you need an Architect and a builder, the two arts are different but cannot survive without the other.
The Web Designer will be famiiar with such things as Photoshop and other artistic programs where as the developer will be at home with hard coding sql databses and media plugins. you can probably tell them apart by their attire and diet, with the designer being well groomed and wearing jeans and suit jacket whereas the developer will be wearing jeans and a t-shirt probably worn by a cast member from 'the big bang theory' he will survive on a diet of pizzas and full fat Coke®, the designer will eat at sushi restaurants and wine bars.
By using your WSI internet Consultant you get the best of both worlds. You work with a team that comprises both designers and developers, technical and creative. We work togeher to provide a solution to your needs and an online presence that works for your business. Whats more, we won't try and sell you a product or service that will not add value to the solution or that you don't really need.
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The area that saw the greatest growth was display Advertising on Social Networks such at Facebook and LinkedIn. You have to remember that this figure does not include cost of Affiliate marketing , SEO or online PR/Social Media, it is purely Media spend.
This is the breakdown of different Internet advertising types:
Source smartinsights.com
The most rapid growth was among younger people, where 71% of internet-connected 16 to 24-year-olds used mobiles.Domestic internet use also rose. According to the ONS, 77% of households now have access to a net connection.That figure was up 4% from the previous year, representing the slowest rate of growth since the ONS survey began in 2006.Among the 23% of the population who remain offline, half said they "didn't need the internet".
Household internet access
|
Year |
Households (millions) |
Percentage |
|
2006 |
14.3 |
57 |
|
2007 |
15.2 |
61 |
|
2008 |
16.5 |
65 |
|
2009 |
18.3 |
70 |
|
2010 |
19.2 |
73 |
|
2011 |
19 |
77 |
Northern Ireland excluded from 2011 survey.
Source: Office for National Statistics
The ONS report is the first since dot-com entrepreneur Martha Lane-Fox was appointed as the government's UK Digital Champion, with a brief to increase internet uptake.
In a statement, Ms Lane-Fox said: "That so many offline households don't see any reason to get online reinforces the importance of the digital champions network that the Raceonline2012 partners are creating."
The figure for domestic connections contrasted sharply with the rapid growth in uptake of mobile services.However, the popularity of 3G broadband did not necessarily mean that more people were going online overall.Many of those using mobile phones are likely to already have home broadband connections.
Older users, who the government is particularly keen to get connected, appeared to have been relatively untouched by the phenomenon.While 71% of 16 to 24-year-old who went online said they used mobile broadband, just 8% of internet users aged over 65 made use of the newer technology.
The ONS survey also found a dramatic rise in the use of wifi hotspots - a seven-fold increase since 2011 - suggesting that the rise of 3G has done little to slow demand for free and paid-for wireless access.
All findings were based on a monthly survey of 1,800 randomly selected adults from across the UK.
Article taken from BBC news 31st August 2011 http://www.bbc.co.uk/news/technology-14731757
After outpacing TV, online ads also overtake print
Overall, UK advertising spending suffered a double-digit drop in 2009, according to several sources. But the Internet defied this downward trend. UK advertisers spent £3.54 billion ($5.56 billion) online in 2009—5.7% more than in 2008.
Online spending growth will speed up in 2010 to 7% before moderating in 2011. The London Olympics in 2012 will also provide a boost in spending increases.
“On the whole, digital marketers in the UK rose to the challenge of budget restraint with sound strategies and imagination,” said Karin von Abrams, eMarketer senior analyst and author of the new report “UK Online Advertising: Spending and Trends.” “Because Internet ad spending continued to grow during the economic downturn, online marketers are also well placed to capitalize on the recovery, whether this is slow and halting, or steady and more rapid.”
The Web already claimed a larger share of UK ad revenues than TV in 2009, according to MAGNA and ZenithOptimedia, and will consolidate this dominance over the next five years.
Both these sources separate newspapers and magazines when calculating print ad revenues. But taken together, print ad spending estimates by MAGNA will reach £3.78 billion this year, just under eMarketer’s forecast of UK online ad spending.
Several other estimates of UK online ad spending for 2010 are more conservative.
Much of the variation between sources derives from different methodologies, but all firms agree on significant gains to online spending this year.
“The Web has emerged from the recession with impressive momentum,” said Ms. von Abrams. “The Internet’s reputation for delivering ROI is intact, even enhanced. Digital, in all its forms, is increasingly central to all marketing activities and consumer behavior.”
When you get a call from an SEO company that states it can guarantee you #1 spot on Google for your main keyword phrase in 1 month, why do you not believe them?
Is it because you know how difficult it is because you have been trying for 18 months now, or do you just seem them as sales people who will tell you anything to get the deal.
More than likely it is a bit of both. If these companies are so confident on getting you to #1 on Google then say ‘OK, get me there for this keyword and I will pay when it is done!’ They will say no.
What you probably do not understand is that the keywords they will, more than likely, get to #1 on Google are such random keyword phrases that the amount of traffic they bring in will not make a positive impact on your website traffic and can indeed hurt it.
A handy tool that is openly available on Google is the external keyword tool (just search ‘external keyword tool’) it gives you a list of keywords related to your own keywords phrase or phrases you have entered. It also gives you the number of local and global searches and the relative competition for that keyword.
So what should the rules be before entering into a SEO program with a company?
If I was a small business I would think I know my business better than this company so I should almost run the show.
Other things to think about:- do you want to be at #1 – are you thinking ‘why is he asking this question after all of the above?’ Well #1 will get you a lot of traffic and will get you some sales, but do you buy from the first shop you go into or do you look at the one next door and even the one 5 doors down. Just because you have got the visitor to your site does not mean you will convert them into a customer. That is a whole different kettle of fish…
There are many ways that people search for information on the Internet. Some people will search for your business name by typing it directly into the browser bar and adding .com (or similar) on the end. Some will use search engines to search for your website and relevant reviews. Some use social networking sites or review sites that they use most commonly. This all adds up to one thing: most people use search engines to search for information.
By using a search engine optimization (SEO) campaign you can perhaps dominate the search results with your website, blog, and social network pages (like Facebook, Twitter etc). So when somebody searches for your company name, you have more likely controlled the results that they see.
Managing an online reputation could become a full time job but should be considered a part of your Internet marketing strategy. There is great value in using the Internet as a research tool and this is a trend that is still growing. You need to have a website of your own and if you don’t already manage your reputation online then you should start.
A good online reputation can assist in developing new relationships and generate new leads. However, a poor online reputation could lose you money and the longer you leave it, the more difficult it becomes to control and recover.
Many of the social media outlets such as Faecbook, YouTube, and LinkedIn are critical parts of managing your reputation online. WSI has prepared a Social Media strategy kit that will help you to create and maintain your social media progem (click to down load a summary). If that wets your appetite then contact us for a free copy of the entire social media kit and a free consultation on improving your online image.
Some have said that ‘there is no such thing as bad PR.’ But in knowing that content posted on the Internet is permanent, you might want to take a less passive view of your company’s online reputation. Online reputation management and your online PR methods are integral aspects to your overall Social Media marketing strategy.
So, to supplement the upcoming free webinar “PR on a Shoestring,” we have just released a complimentary whitepaper entitled, “PR on a Shoestring: Online PR Using Social Media.” This whitepaper, written by WSI Consultant Tracy Spence, aims to give you the knowledge to increase your brand and business reputation online.
Now, more than ever before, people are considering the Internet as an integral part of their lives for both personal and professional purposes. And knowing this is key to understanding how you can use online Social Media to get the very best online exposure for your business.
This complimentary whitepaper will include:
Reviews, Forums, Social Media… They all play a part in what is found on the Internet. So who is saying what about you and your business?
Word of mouth has been in the past the most effective way of damaging a business. But this was very limited and not very fast. However, word of mouth includes chat forums and Review websites, Blogs, Video and so much more. It’s a fact that a viral campaign (good or bad) can spread worldwide, very quickly.
Consumers can now share their grievances online, and many people will add their issues if they feel they have a story to tell in order to pass that story along to others. If your name begins to appear on review sites like them, these pages may start to appear high in the search results pages. The end result is that if a potential customer searches using your business name or personal name then they could be seeing negative reviews and not your marketing message.
It is sensible to first discover whether there are any negative results already in place that you need to counteract. Start by Googling your name or the name of your company. Any aliases, trading names and abbreviations that you also used should be searched. Also, search for your names using quotation marks and without them to get a broader but more accurate picture.
It is important to remember that the situation can change overnight. Set up Google/Yahoo Alerts so that you receive an email whenever your name or the name of your company is mentioned in blogs, article directories, and other websites. You can also create RSS feeds with sites like Technorati and other major news sites too. Monitor your own websites, blogs, and forums because these are likely to be the first place that most people will look to post their concerns.
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