Coupons.com recently issued new data that shows digital coupons grew 100% during the 12-month period ending June 30, 2010, while free standing inserts in newspapers rose 8.4% for the same period. The data shows that more than $1 billion in digital coupon savings was printed or loaded to a store loyalty card via the Coupons.com network in the last 12 months, outpacing the growth of coupons distributed in newspapers 10 to 1. |
Growth is attributed to several key factors, including |
- Continued consumer adoption of online printable, save to store, loyalty card and mobile coupons
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- Increased use of digital coupons by brand marketers, manufacturers and retailers
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Steven Boal, CEO of Coupons.com Incorporated, ”… more and more (consumers) are tapping digital coupons as an important part of their savings strategy… we foresee substantial growth across the entire digital domain… with particular growth within social media and mobile environments.” 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 |
| 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 |
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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Tying an online ad or piece of email marketing directly to a customized landing page that acknowledges the initial communication and has a specific call to action can improve lift by 40%, according to a survey by CrownPeak. |
| Product-specific advertising performed better than its holiday-themed counterpart, though many retailers still failed to direct the majority of ads to a clear consumer call to action. |
| 50% of product-specific advertisements linked either to a canned “search” or “category” page, or the website home page. |
| Some advertisers - primarily content aggregators - directed ads to specific landing pages, which then featured advertisements for other providers of the product.Read more at www.marketingcharts.com |
| There is a pronounced difference between open rates for e-mails that include a coupon offer and those that do not. Open rates of around 24% to 25% for coupon e-mails dropped to just 16% to 18% for noncoupon campaigns, according to Experian.
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Higher open rates for coupon offers translated into higher click rates as well, though the difference was much smaller. E-mails with coupons that could be used online were most likely to be clicked, at 4%.
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Experian also reported that 80% of online coupon mailings saw higher transaction-to-click rates and transaction rates than noncoupon campaigns. And 78% of that group also earned higher revenues per e-mail.
Read more at www.emarketer.com |
Online marketers had better not be negligent. Good creative makes a successful campaign, but data from Dynamic Logic suggests that the worst-performing campaigns can actually negatively affect brand metrics.
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Top-performing campaigns, by contrast, boosted online ad awareness, message association and aided brand awareness by more than 8 percentage points each.
Read more at www.emarketer.com |
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Sherpa Chart: Testing Email Elements to Improve Campaign Effectiveness
