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

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

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.

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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

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