Clive Thompson , Wired magazine, May 2010 We often say, rightly, that literacy is crucial to public life: If you can’t write, you can’t think. The same is now true in math. Statistics is the new grammar.
One-Way Street: US Internet ad spending’s share of total media…
Marketers spend more on Internet ads, as they look to engage audience, plus get fuller measurement and targeting. And they spend less on ads in other media — especially print — as they seek greater accountability. Balance of ad dollars are shifting to the Internet because…
Brand marketers see need, and viable channels
Current economic and societal forces reinforce new ad models and make them more permanent
Often best combined with targeting, to vary message to audience by group, location, or their place in the purchase funnel
Development of automated systems for picking creative, changing it over course of campaigns
Innovation can thrive within standardization — and perhaps needs some degree of standards (it’s not the frame but what’s within it that counts)
Testing creative online easier than other media
The importance of creative for effective branding just as true online as offline
Kathryn Koegel , marketing practice lead, Primary Impact In other media, there is little discussion of the size of the units, the arcana of targeting techniques or whether something is a branding or DR‐based ad. Instead, marketers and agencies focus on creating the most memorable and compelling messages and finding the appropriate audiences and context for that creative.
Poor creative can even negatively affect brand metrics (not just do lesser good)
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US Ad Spending: How Big Is the Bounceback?
Hispanics Online: Demographics and Media Usage
US Portal Advertising Revenues
Audience Ad Targeting: Data and Privacy Issues
Boomer Demographics and Media Usage
Social Network Ad Spending: 2010 Outlook
Online Ad Spending in Western Europe
All reports are available to Total Access clients.