Many marketers believe that adult women make all the household purchase decisions, and younger women make or break most movies. From the home to Hollywood, however, you can’t discount the influence of 18-34 guys, according to a new report from entertainment portal/ad network Giant Realm.
Indeed, nearly three in five — 58.5% — of 18-34 guys say family and friends ask for their opinion on which video games to buy, and a whopping three-quarters — 77% — say they are asked for recommendations on which movies to see.
Young men also might be seen as a good source for movie recommendations, given that one-quarter — 24.8% — hit the theaters on opening weekends for movies they want to see. An additional 39.8% say they might go to the premieres if the movie suits them. Read more at www.mediapost.com |
Companies in retail, travel and auto industries dug into budgets during the second quarter in 2010 to spend 24% more on paid-search ads overall, compared with the prior year, and 9.7% sequentially, according to the Efficient Frontier Q2 2010 Executive Summary released Tuesday. |
SUMMARY: Email has not only been spared the ax that fell heavily on most marketing budget line items, it seems to have actually benefited from the down economy. This boon wasn’t skewed by a few email-reliant sectors, it occurred in every industry participating in our benchmark survey. |
No big news, but nonetheless interesting to look at the differences.
- In the entertainment industry, a basic lead costs $0.80, while the cost for a premium lead is $3.00.
- In the CPG industry, a basic lead costs $0.87, while the cost for a premium lead is $1.13.
- In the health industry, a basic lead costs $0.60, while the cost for a premium lead is $3.36.
- In the non-profit industry, a basic lead costs $1.33, while the cost for a premium lead is $1.85.
- In the technology industry, a basic lead costs $0.43, while the cost for a premium lead is $3.75.
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- In the travel industry, a basic lead costs $1.40, while the cost for a premium lead is $2.50.
- The cost for a online retail basic lead is $0.59.
Read more at www.marketingcharts.com |
Industries included are Travel, Technology, Automotive, Health, News, Moms, Affluentials, Sports, Entertainment, Real Estate, Business, Fashion, Food. All advertising costs are CPM… 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 |
| Analysis of query content for the travel category reveals that the search terms consumers use on the leading search engines (Google.com, Bing.com and Search.Yahoo.com) vary greatly. |
When we filter that report by Search Engine, we can see dramatic differences in the “flights to” queries performed on the different engines. For example, as the following table illustrates, Florida figures prominently among Google users, with “flights to Florida” and “cheap flights to Florida” ranking #1 and #2 among Google searches that include the words “flights to”. A Florida related query doesn’t appear until #14 on Yahoo! Search. On Bing.com, a search for flights to Orlando comes in at #4, but the word Florida isn’t included in a “flights to” query until #59. |
| According to new research from PQ Media, spending on word-of-mouth marketing rose 14.2% to $1.54 billion in 2008, despite the worst economic recession in 70 years. However, WoM spending is on pace to grow another 10.2% this year, placing it among the fastest growing advertising and marketing segments. |
PQ Media defines WoM marketing as an alternative marketing strategy which encourages consumers to dialogue about products and services through various online and offline tactics, often facilitated by brand ambassadors. |
Industry spending increased at a compound annual growth rate of 37.6% from 2003 to 2008, as the rise in popularity of blogs, social networks and online communities led brands to shift dollars to WoM as part of integrated media solutions in their quest to engage more elusive consumers. |
Total spending on WoM is expected to increase at a CAGR of 14.5% from 2008 to 2013. Both major sectors - content & services and ancillary products - will post strong gains and contribute to overall growth. Ancillary products spending will increase faster than content & services spending primarily because the market is smaller with more growth potential. |
Patrick Quinn, President and CEO of PQ Media, notes that “The most influential marketer in a consumer’s life is someone they know and trust, such as a family member, friend or colleague…” |
| % Share of WoM Spending by Marketers in 2008 | | Brand Market | Share of WoM Spend | | Consumer Goods Products | 17.4% | | Food & Drink | 12.2% | | Finance & B2B Services | 9.5% | | Electronics & Telecom | 9.4% | | Retail | 9.2% | | Auto & Transportation | 8.6% | | Entertainment & Media | 7.5% | | Apparel & Accessories | 6.2% | | Health Care & Pharma | 4.1% | | Sports & Gaming | 3.6% | | Travel & Leisure | 3.3% | | Home & Garden | 3.2% | | Other | 5.8% | | Total | 100.0% | | Source: PQ Media, July 2009 | 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 |
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“Young Male” Demographic Key Influencer in Entertainment Decisions
