Usable Sites Earn High Marks
Two high-performing sites, Honda and Kia, are found by J.D. Power to each focus on usability and allow shoppers to access information quickly and easily. As a result, both Honda and Kia perform well in each of the four measures examined in the study: speed, appearance, navigation and information/content. |
‘Edgy’ Sites Fare Worse
In contrast, some of the lowest-ranking websites use what J.D. Power identifies as an edgy, brand-centric design that put marketing goals ahead of meeting shopper needs. As a result, they perform particularly poorly in the appearance measure. Certain design elements on these sites hinder speed, ease of navigation and user access to information and content. Read more at www.marketingcharts.com |
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. |
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 |
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 |
Two Screens are Better than One
Turns out two media are better than one in moving consumers from awareness to action. 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 TV alone. |
The study also found that premium in-stream video ads which aired as part of a full-length TV episode online generated significantly higher levels of ad recall and brand recognition than other Internet video, display or standard TV ads. Read more at blog.nielsen.com |
| The Internet is the fastest growing segment of the paid product placement industry, according to a new outlook from media industry economic analyst PQ Media. While still one of the smallest product placement mediums in the branded entertainment category, paid product placements grew 11.1% to $40 million in 2009, a year in which the overall marketplace declined 2.8% to $3.61 billion, according to the PQ Media Global Branded Entertainment Marketing Forecast 2010-2014 being released today.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 |
Social Networking Study: Facebook Use Continues to Rise; Brand Participation and Engagement Heavily Welcomed by Social Networkers |
The study of 3,000 U.S. social network users tackled not only general behaviors and platform preferences for social sites; it delved deeper into how social sites affect family and friend relationships and consumer attitudes towards brands and products. The most staggering statistics include: |
- Eighty percent of respondents have an active Facebook account, and 23 percent of those without an active Facebook account plan to join in the next six months
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Consumers reported a desire to connect with brands throughout the study: |
- Fifty percent of Facebook users click on Facebook ads to “like” a brand
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- Thirty-seven percent learned about a new product or service from a social networking site
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- Thirty-two percent of respondents have recommended a product/service/brand to friends via a social networking site
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The social networking audience in the US has reached critical mass. eMarketer estimates that 57.5% of all US Internet users, or 127 million people, will use a social network at least once a month in 2010. By 2014, nearly two-thirds of all Internet users, or 164.9 million people, will be regular users of social networks. |
Social Media No. 1 Emerging Channel for Lead Gen |
| Tech marketers tap social for finding new customers |
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Website Usability, Important Feature
