Incremental Effect on New Patient Starts and Adherence/Next Fill vs. Control Source: Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry (2009 Release)   Prospects Patients New Patient Starts Adherence/Next Fill Exposed & Interacted (Rich Media*) Not Reportable +14.0 % points Visited Brand.com +11.9 % points +24.7 % points

comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from its third annual study Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, which found that exposure to online media, including a brand’s website and online ads, had a significant positive lift on a treatment’s awareness and favorability. The results also showed that visitation to a brand’s website generated significant levels of incremental new patient starts and refills. Read more at www.comscore.com

The first half of 2009 has drops in ad spending across all media—even online—but advertisers are more optimistic about the latter part of the year, according to JPMorgan. The company’s “Advertising Outlook 2H’09 and 2010” survey found that more than one-half of US media buyers and planners polled think second-half spending will be higher than first-half outlays. Only 10% predict spending declines. The majority of media buyers and planners reported they were paying less in 2009 than the previous year for ads across all media. Nine out of 10 respondents said prices had gone down for radio and outdoor, while 85% reported the same for magazines and newspapers. Read more at www.emarketer.com

Year-over-Year% Change in Online Advertising Spend by Industry (U.S., August 2009)   Estimated $ on Top Social Network Sites YOY% Growth Industry Aug-08 Aug-09 On Social  Networks  On All  Sites Entertainment $1,097,700 $10,012,800 812% 40% Travel $473,700 $2,198,200 364% -11% Business to Business $683,400 $1,941,700 184% -8% Automotive $1,110,200 $3,085,800 178%  -26% Health $1,131,500 $2,754,900 143% 8% Web Media $11,231,800 $26,855,700 139% 30% Software $526,400 $1,202,500 128% -29% Financial Services  $3,233,900 $6,415,900 98% -10% Public Services $6,836,500 $13,203,100 93% 13% Telecommunications $12,449,500  $23,550,300 89% -1% Consumer Goods $1,913,400 $3,349,200 75% 8% Hardware & Electronics $654,000 $1,022,900 56% -47% Retail Goods & Services $8,101,400 $12,556,800 55% -12% Source: Nielsen AdRelevance Read more at www.mediapost.com

The publishers that charge advertisers the highest rates are those in the travel, tech and automotive verticals, according to Adify, which buys media on 12,000 publishers for 200 ad networks. Below, see a chart from Adify that shows what rate — CPM, or cost per 1,000 impressions — publishers from 13 different verticals have charged advertisers over the past three quarters. Travel leads with a $19.89 CPM; tech is second at $16.01; food is last at $3.63. Read more at www.businessinsider.com

Several comScore studies have confirmed that online campaigns drive offline sales, according to Fulgoni. In the first study, comScore took four categories, 53 brands and 200 of the most trafficked sites. The company looked at people exposed to display advertising and what they did in the month following. Findings reveal that 18% searched on the brand advertised and 29% went to the advertisers’ sites. Consumers who were exposed to the display advertising spent 55% more time than the average visitors to these sites the next month. The rise in time spent is matched by a similar increase in page views — about 51%.

Then, comScore analyzed the impact that online campaigns have on retail sales by matching the name and the address of consumers to retail loyalty card databases. The supermarket Kroger, for example, has issued about 60 million loyalty cards, which provide a massive data set to understand the degree that online search and display campaigns drive retail sales. The findings suggest a lift that is five times stronger when people are exposed to search ads alone, compared with display. Search alone produces an 82% lift, compared with display at 16%, and 119% when search and display are combined. About 82% of online ad campaigns measured by comScore have generated an average lift of 22% in CPG brand sales in retail stores. Read more at www.mediapost.com

Online display ad prices haven’t fully recovered to last year’s peak, but according to one source, they’re getting there.

At the end of June, ad rates among the 6,000 Web publishers working with ad-optimizing firm PubMatic were up 35% since a low point at the beginning of the year. Rates climbed 15% between May and June.

“Although ad pricing has not returned to year-ago levels, the industry has gone up consistently every month since January 2009. The worst may be behind us,” says PubMatic CEO Rajeev Goel.

See more at www.businessinsider.com

Epsilon today released its Q1 2009 U.S. Email Trends and Benchmarks Results which show an increase in open rates for the third quarter in a row, with 12 of the 16 industries measured seeing an increase over Q1 2008. The quarterly analysis is compiled from 6 billion emails sent by Epsilon in January, February and March 2009, across multiple industries and more than 200 clients.

Report Highlights: Deliverability continues to remain stable at 94.1%, up from 93.4% in Q1 2008. Open rates increased to 22.1%, up 11.2% from the rate of 19.9% in Q1 2008. Click rates increased 4.0% overall from last quarter to 6.1%. Business Products and Services, Consumer Packaged Goods, Pharmaceutical, Telecom and General Retail all saw an increase in all three major metrics – deliverability, opens and clicks – compared to last year. None of the industries measured saw a decline across all three metrics. Epsilon’s Q1 2009 Email Trends and Benchmark report is available at www.epsilon.com/pr/Q109emailbenchmarks. Read more at www.epsilon.com

FetchBack Thursday launched a new analytics suite that offers insights into the conversion cycle for e-tail. Research during the development of the tools revealed that nearly half of consumers return to retail sites quickly after being served retargeting ads. They have found that in online electronics, retail, apparel, home and health, that on average, 42.9% of consumers returned to the retail site that generated the FetchBack-served retargeting ad — and that was within the first hour of seeing the ad. FetchBack’s President and CEO says, “Knowing how quickly a prospect returns to an advertiser’s site after viewing a retargeting ad, or how many impressions each prospect receives before converting is important information that allows advertisers to optimize their campaign.” Read more at www.mediapost.com

According to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries, recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising worldwide. 90% of consumers surveyed said that they trust recommendations from people they know, while 70% trusted consumer opinions posted online.

Read more at www.mediapost.com

Forms of Advertising in Which Consumers Trust “Somewhat” or “Completely” (April, 2009)
Advertising	Percent of Respondents Trusting
Recommendations from people known	90%
Consumer opinions posted online	70%
Brand websites	70%
Editorial content (e.g. newspaper article)	69%
Brand sponsorships	64%
TV	62%
Newspaper	61%
Magazines	59%
Billboards / outdoor advertising	55%
Radio	55%
Emails signed up for	54%
Ads before movies	52%
Search engine results ads	41%
Online video ads	37%
Online banner ads	33%
Text ads on mobile phones	24%
Source: Nielsen Global Online Consumer Survey, April 2009

The 2009 Email List Growth Study whitepaper by ExactTarget, in collaboration with the Email Marketers Club, and the Center for Media Design at Ball State University, addresses an ROI-producing email list growth strategy at the top of most email marketer’s list of primary concerns. The compilation finds that capturing e-mail addresses when consumers are highly engaged was found to be the quickest and most productive way to grow the files. Those points of contact include point of sale, consumers shopping online, and in-store via text messaging. These methods rated as much as 60% higher over such offline tactics, including mass advertising and list rentals.

Other top findings reported in the whitepaper include:

The best performer for capturing e-mail addresses: Onsite registration followed by inbound call centers, point-of-sale and through social sharing

B-to-B marketers showed better results capturing the address with incentivized registration, while B-to-C marketers find non-incentivized subscriptions most effective

Mobile phones are the up-and-comer when it comes to capturing, or allowing customers to subscribe to e-mails. This method is expected to increase faster this year than any other list growth tactic… more than 500%

Enabling subscribers to share e-mail content with their social networks is expected to increase more than 348% in 2009 Read more at www.mediapost.com