The economy may have come back from the brink, but demand for digital coupons appears to be picking up steam, according to new data released by Coupons.com.
The company said savings from coupons printed out or loaded to a loyalty card from its online properties doubled to more than $1 billion from $529 million a year ago. The value of savings in June alone hit $110 million, the highest total to date for any single month via Coupons.com. That increase has come despite traffic to the site actually dropping in the last year from 18.2 million monthly visitors to 14.5 million. Read more at www.mediapost.com |
Apparently, in-text advertisements, those seemingly annoying little ads that pop up when someone moves a cursor over a hot-linked piece of text in an article, can create impactful campaigns. According to a comScore study, Kontera’s in-text targeted ads delivered five times greater brand awareness than traditional display ads, and twice as much lift in brand purchase intent. |
The study suggests 34% of consumers strongly felt Kontera in-text ads “clutter the page,” compared with 61% for interstitials, 52% for video ads, 45% for rectangle ads, and 36% for banners. |
Twenty-one percent of consumers strongly agreed the in-text ads are “related to content,” compared with 14% for rectangle ads, 14% for interstitials, 10% for video, 15% for Google text ads, and 11% for banners. |
Thirty three percent say in-text ads a less intrusive ad format, compared with 40% for rectangle ads, 53% for video ads, 63% for interstitial ads, and 29% for banners. Read more at www.mediapost.com |
CHART OF THE DAY: Microsoft’s Head Of Sales Blames Facebook For Low Online Ad Prices |
Social networks, with their massive inventory of page views, have much lower ad rates on a cost per thousand impressions (CPM) basis than the Internet at large. ComScore reports that Facebook and MySpace only get a $0.56 CPM on average, while the Internet at large gets $2.43. |
| Top Display Advertising Site Categories (April 2010 Total U.S. Home & Work Locations) | | Publisher | Total Display Ad Impressions (MM) | Share of Impressions | Estimated Spending ($ 000) | Cost per Thousand Impressions (CPM) | | Total Internet Audience | 354,636 | 100.0% | 893,681 | $2.52 | | Social Networking | 98,176 | 27.7% | 54,684 | $0.56 | | Portals | 69,664 | 19.6% | 181,266 | $2.60 | | Entertainment | 38,104 | 10.7% | 181,147 | $4.75 | | e-mail | 34,327 | 9.7% | 32,370 | $0.94 | | Community | 15,884 | 4.5% | 33,435 | $2.10 | | General News | 12,542 | 3.5% | 77,055 | $6.14 | | Sports | 10,850 | 3.1% | 68,214 | $6.29 | | Newspapers | 8,506 | 2.4% | 59,441 | $6.99 | | Online Gaming | 7,929 | 2.2% | 21,234 | $2.68 | | Photos | 7,391 | 2.1% | 7,953 | $1.08 | | Source: comScore Ad Metrix, June 2010 | Read more at www.mediapost.com |
Many social media marketers are eager to tie a hard number to the value of their efforts. To that end, firms have attempted to analyze the worth of fans and followers on social networking sites like Facebook.
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Digital consulting firm Syncapse and research company Hotspex have come up with an empirical formula that puts an average value of $136.38 on the Facebook fans of the site’s 20 biggest corporate brands. Most of that value comes from how much the fans will spend on the brand’s products, with additional dollars coming from customer loyalty, recommendations and earned media.
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The study found that people spent significantly more on products they were fans of, compared with consumers who were not fans. In the case of many of Facebook’s most popular food and beverage marketers, fan spending was more than double that of non-fans.
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The pattern of increased fan spending held across all of the top 20 brands on Facebook, with differences ranging from 51% for Oreo fans to 168% for fans of Nokia.
Read more at www.emarketer.com |
Data released by MediaMind show that for every 1,000 ads, users engage in 70 rich media impressions — but only click on three. That means nearly 95 percent of impressions that users engage with are never clicked. This confirms that advertisers must bring the experience to the user, rather than have the users seek it out on their own. Read more at www.imediaconnection.com |
 Facebook served 16% of all display ads in Q1 of this year, according to comScore, making it the largest online display ad publisher in the US—handily beating #2 Yahoo, reports ClickZ.
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Facebook’s growth is impressive whether compared to its Q4 numbers or Yahoo’s numbers. In Q1, Yahoo’s properties saw 132B impressions (12.1% of all online display ad impressions). In Q4, Facebook served about 115B impressions. In Q1 of this year, Facebook served a whopping 176B impressions: a 53% increase over its previous quarter. (Yahoo saw a slight decrease from Q4: down from 140B impressions, or 6%, and all other major ad players also saw declines.) |
While ad networks and other collective buying channels continue to attract media buyers, the majority still prefer buying by the site, according to a new report from research firm Advertiser Perceptions, which was commissioned by ad network and technology provider Collective Media. |
A full 52% of respondents indicated they would increase spending on content sites — such as ESPN and WebMD — this year. |
What’s more, nearly half — 46% — of respondents reported a site-centric focus, with spending increases limited to vertical content and video sites. |
Overall, 34% of respondents indicated that they would increase online ad spending in 2010, with 35% of respondents indicating they would increase spending on ad networks. Large online spenders — those spending $10 million or more — were slightly more likely — 40% — to use ad networks, according to the study. Meanwhile, 46% of respondents indicated they would increase spending on video sites in 2010, while 67% of large spenders would increase spending on video sites. By contrast, just 23% of survey takers said they planned to increase spending on portals this year. Read more at www.mediapost.com |
Criticism of behaviorally targeted ads by consumers, privacy advocates and the government has led to uncertainty in the market, which eMarketer expects to reach nearly $1.13 billion this year. Research from the Network Advertising Initiative (NAI) indicates the high value of those ads, for both marketers and publishers.
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The study, which looked at ads run on member networks during 2009, showed that among users who clicked on a behaviorally targeted ad, 6.8% converted. That compared with only 2.8% of those who clicked on a run-of-network ad. Clickers found behavioral ads more relevant, but the NAI did not study how likely they were to click in the first place, a key component of effectiveness.
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CPM rates were likewise significantly higher for behaviorally targeted ads, with the average price of a behaviorally targeted ad 2.68 times greater than that of a run-of-network ad. Retargeting also provided higher CPMs.
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Online Coupon Demand Growing Fast
