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Read more at adage.com
BIGGEST FACEBOOK FAN PAGES: While U.S. web traffic to brand websites rarely exceeds six figures, DBMS can already count 37 branded Facebook pages with at least a million fans just among CPG, retail, pharmaceutical and fast-food marketers.
According to new data from The Nielsen Company, airing an ad both on TV and online greatly increases its effectiveness. In a Nielsen study of direct-to-consumer drug advertising, exposure on TV and online was more than twice as likely to prompt patients to ask their physician about the drug than on TV or internet alone. Compared to consumers who had only seen a TV ad for a specific drug, consumers who had seen both a TV and online ad were 100% more likely to ask their doctor about it.
Consumers who had been exposed to the ad both online and on TV in the last seven days were 157% more likely to ask their doctor about the drug than consumers who had only been exposed online in the last seven days.
Read more at www.mediapost.com
Ad Exposure on TV Plus Online (Index vs. 100)
Internet & TV vs. Internet Only (Past 24 Hours)
Internet & TV (Past 7 Days)
TV & Internet Exposure vs. TV Only
Memorability
89
87
100
Brand communication
88
91
103
Intent to ask doctor
212
157
100
Source: The Nielsen Company, July 2010
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.
CHART OF THE DAY: Time Spent On Yahoo Hits An All-Time Low
Time spent on Yahoo sites hit a new U.S. low in June, according to traffic data released by comScore today. Citi analyst Mark Mahaney compiled the data in a report today and produced the chart below.
Time spent on Google sites (38.9 billion minutes) was greater than Yahoo (38.8 billion minutes) for the first time. As a percentage of total internet time for Q2, Yahoo hit an all-time low, says Mahaney.
Yahoo’s share of time spent was 9.7%. More worrisome than Google passing Yahoo is that Facebook is coming on strong. Facebook’s share of time spent was 8.6% for Q2, which is up from 7.8% in Q1.
CHART OF THE DAY: Craigslist’s Traffic Crashes Into eBay
Citi analyst Mark Mahaney put out a massive report on Internet stocks today, and this chart showing eBay’s tanking traffic jumped out at us. Mahaney says, “these long-term very negative traffic trends point to the possibility of sustained eBay U.S. Marketplace underperformance going forward.”
Digital Migration Hurts Traditional Media Revenues More than Expected
Digital Migration Slams Publishing, Radio
The annual decline in 2009 revenues in several traditional media categories was more severe than originally forecast, according to PriceWaterhouseCoopers research. Most striking was the decline in out-of-home revenues, which fell approximately 13% in 2009, compared to a forecast of about 7%. In addition, radio revenues declined about 9%, compared to an approximately 7% forecast.
Interaction time translates to real-world branding impacts
Online marketers recognize the inadequacy of the clickthrough as an ad performance metric but still rely on it for its simplicity and ease of use. A joint study from comScore and MediaMind (formerly Eyeblaster) gives marketers in the entertainment industry reason to look further, to measures of interaction and dwell time, for a more accurate indication of performance.
CHART OF THE DAY: Only 40% Of Web Ads Use Adobe Flash
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.
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.
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.
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
The proportion of online retailers with mobile-tailored sites has tripled in the last year but still remains small, according to a new study. In its second annual mobile commerce audit, digital strategy firm Acquity Group found that 12% of the top 500 Internet retailers had sites optimized for mobile phones, up from 4% a year ago.
And despite all the buzz around mobile apps, the share of companies with downloadable mobile apps is only 7%, up from 2% last year. Only 5% had both a mobilized site and an app and only 2% had an e-commerce-enabled app. In terms of specific devices, 11% had apps for the iPhone — up from 1% last year — but few had ones geared to other smartphone platforms such as Android, Palm or the BlackBerry.
Only 12% of retailers had mobile sites that allowed customers to complete a transaction through checkout on at least one type of smartphone, and only 2% offered apps with check-out capability.
Read more at www.mediapost.com
