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

Attitudes Toward Online Video Ads (% of US Online Video Viewers, May 2010) Agree That: % of Respondents Ads in Online videos more acceptable 7% Ads in Online videos just as acceptable as ads in TV shows 48 Ads in Online videos less acceptable 24 Not sure 22 Source: Magid Associates, “Media Futures,” June 2010 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 Internet 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

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Top Display Advertising Site Categories (April 2010 Total U.S. Home & Work Locations) Publisher Total Display Ad Impressions (MM) Share of Impressions Estimated Spending ($ 000) Cost per Thousand Impressions (CPM) Total Internet Audience 354,636 100.0% 893,681 $2.52 Social Networking 98,176 27.7% 54,684 $0.56 Portals 69,664 19.6% 181,266 $2.60 Entertainment 38,104 10.7% 181,147 $4.75 e-mail 34,327 9.7% 32,370 $0.94 Community 15,884 4.5% 33,435 $2.10 General News 12,542 3.5% 77,055 $6.14 Sports 10,850 3.1% 68,214 $6.29 Newspapers 8,506 2.4% 59,441 $6.99 Online Gaming 7,929 2.2% 21,234 $2.68 Photos 7,391 2.1% 7,953 $1.08 Source: comScore Ad Metrix, June 2010 Read more at www.mediapost.com

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.

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Data released by MediaMind show that for every 1,000 ads, users engage in 70 rich media impressions — but only click on three. That means nearly 95 percent of impressions that users engage with are never clicked. This confirms that advertisers must bring the experience to the user, rather than have the users seek it out on their own. Read more at www.imediaconnection.com

Facebook served 16% of all display ads in Q1 of this year, according to comScore, making it the largest online display ad publisher in the US—handily beating #2 Yahoo, reports ClickZ.

Facebook’s growth is impressive whether compared to its Q4 numbers or Yahoo’s numbers. In Q1, Yahoo’s properties saw 132B impressions (12.1% of all online display ad impressions). In Q4, Facebook served about 115B impressions. In Q1 of this year, Facebook served a whopping 176B impressions: a 53% increase over its previous quarter. (Yahoo saw a slight decrease from Q4: down from 140B impressions, or 6%, and all other major ad players also saw declines.)

Last year in Q1, Facebook served 70B ad impressions, which means they increased their ad impressions by over 150% YOY. Read more at www.marketingpilgrim.com

While ad networks and other collective buying channels continue to attract media buyers, the majority still prefer buying by the site, according to a new report from research firm Advertiser Perceptions, which was commissioned by ad network and technology provider Collective Media.

A full 52% of respondents indicated they would increase spending on content sites — such as ESPN and WebMD — this year.

What’s more, nearly half — 46% — of respondents reported a site-centric focus, with spending increases limited to vertical content and video sites.

Overall, 34% of respondents indicated that they would increase online ad spending in 2010, with 35% of respondents indicating they would increase spending on ad networks. Large online spenders — those spending $10 million or more — were slightly more likely — 40% — to use ad networks, according to the study. Meanwhile, 46% of respondents indicated they would increase spending on video sites in 2010, while 67% of large spenders would increase spending on video sites. By contrast, just 23% of survey takers said they planned to increase spending on portals this year. 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.

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.

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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The “2010 Digital Marketing Outlook” report found that 81% of the brand executives surveyed expected an increase in digital projects in 2010, and one-half will be moving dollars from traditional to digital budgets. Further, more than three-quarters think the current economy will push more allocations to digital.

Senior marketers reported that social networks and applications were their biggest priority for 2010, followed closely by digital infrastructure. While social media marketing looks set to stay top of mind, a majority of respondents considered a range of digital activities at least “important,” with only games failing to inspire widespread interest.

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Dotomi announced results from the use of its attribution technology which reiterates the impact strong attribution models can have in driving display or any digital media’s future growth. From the release: “Dotomi found display increased performance by an average of 20 percent in paid search, 26 percent in natural search, 25 percent in affiliate marketing, 16 percent in CRM email and 26 percent in direct load, where the consumer goes directly to the retailer’s website.” Pour on the attribution for display, and it’s full steam ahead! Read the release. Read more at www.adexchanger.com

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In the comScore panel, we are able to see cookies passing between Web sites and panelists’ computers; and we are able to see and identify the different persons using those computers at those points in time. We recently conducted a study across some major online ad sales entities to determine how often the identifying cookie is associated with the behavior of a single user. Across 17 major entities — publishers, ad networks, and third-party services — we found an average of 44% of cookies were associated with a single user. Among the 56% of cookies that point to multiple users, if we assume that the wrong user is identified 50% of the time (which strikes as a conservative assumption), then on average, 28% of the time (half of 56%) the cookie involved in direct audience guarantees is pointing to the wrong person. Read more at www.mediapost.com

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The results also highlight that small businesses are wary of channels such as online banner advertising and search engine marketing. 54.2% of all respondents stated they won’t do online banner advertising in 2010, and just 23.8% of respondents won’t do SEM such as Google, Yahoo and Bing next year.

Small Business Online Banner Advertising Plans for 2010 (% of Respondents) Plan % of Respondents (rounded) Increase a lot 8% Increase a little 15 Stay the same 18 Cut down 3 Cut all 2 Not planning to do 53 Source: VerticalResponse Inc, November 2009 Read more at www.mediapost.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.

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