Google: Click-Through Rates Fell in 2010 [STUDY] Although banner ads may be experiencing big growth this year, they're not getting any more effective. The average click-though rate for banners fell in 2010, according to a survey by Google. Google's report, seen as the industry standard, pegged 2010 U.S. click-through rates (CTR) at 0.09% compared to 0.1% in 2009.
That means about one person in 1,000 actually clicks on banner ads, despite attempts to make them more inviting. However, the Google report, which comes out this week, found that the format of a display ad can make a difference. A 250x250 pixel ad using Flash got the highest CTR of any format — 0.26%. The study also found that most banner ads (54%) served through DoubleClick used Flash, while 28% were image-based ads. Shaun Herrmann, account supervisor for ad agency Neathawk Dubuque & Packett, says the CTRs quoted in the report are on par with what she's seeing, although CTRs are generally lower for younger consumers. Image courtesy of Flickr, Davichi. Online Ad Effectiveness Best Practices. Online ad effectiveness research is an important tool for marketers seeking to understand how their campaigns perform. However, it is challenged by serious methodological limitations. Questions around recruitment, sample bias and deployment are hampering the validity of this research and undermining the industry as a whole.
The growth in online advertising spend requires sound measurement and reliable methodologies to prove effectiveness. By examining each component of online ad effectiveness research, the IAB hopes to determine best practices along a range of methodologies. While the intent is not to endorse one methodology over another, there are some clear trends emerging as industry dissatisfaction with live intercept recruitment increases. This paper looks across the spectrum of available methodologies to assess best practices in each phase of online effectiveness research, from planning to recruitment, deployment and finally, optimization and analysis.
Marketers: Why you need more than clicks - Advertising. "With most past [advertising formats] clicks were what could be measured," said Diaz Nesamoney, Jivox CEO. Video ad platform Jivox marked 2010 with a 330% growth rate and the addition of 100 new brand advertisers. Their success is similar to other platforms offering more than simple display or text ads. "Now, if you think about mobile, there isn't even the ability to click on an ad so brands now need to have levels of engagement. Marketers need to know what is interesting - engaging - to a consumer, they need to know where a consumer interacted with an ad - was it shared, embedded, viewed? - and they need to know when the consumer reached their website. " To do all of those things, advertisers need to know more than that a consumer clicked on an ad; they need to know where site visitors went after clicking, whether they viewed a full videoor rich media ad or other interactions with the content.
InShare. Broadcast Yourself. La publicité Internet vue par les français. Samedi 2 juillet 2011 6 02 /07 /Juil /2011 18:30 Voici le résumé d'une étude qui nous donne quelques chiffres intéressants sur la perception des supports commerciaux et publicitaires sur Internet par les français réalisée par l'Ifop pour L'Atelier BNP Paribas. Les chiffres que je retiens : Une publicité Internet qui ne satisfait pas sa cible 83% des sondés jugent que la publicité dérange la navigation et 69% la trouve plus intrusive que la publicité classique (c'est vrai que de plus en plus de sites utilises des publicités intrusives forçant à l'action) 38% trouvent la publicité Internet plus créative que la pub classique, 31% la trouve ludique et 29% plus agréable que la pub classique Seuls 27% se disent satisfaits du contenu des publicités Internet Et pourtant 41% avouent avoir achetés des produits après avoir cliqué sur un support publicitaire Internet !
D'autres chiffres très intéressants dans la présentation : Via [Naro] Minded Billets en relation : Partager l'article ! InShare. Copy Testing Coming to Digital Marketing | Digital. Google predicts that online display advertising will be smarter and sexier by 2015. Barry Salzman, Google’s Managing Director, Media and Platforms, Americas educated the Toronto Advertising Week crowd today on the topic of "The Future of Display Ads: 7 Predictions for 2015. " The event was streamed live via websites like theglobeandmail.com and mediaincanada.com so that all Canadians could access the presentation. In case you missed the presentation online, below is a summary of Google's predictions and how they will leverage their real-time, video, mobile and social media technologies to impact the display advertising market and make it smarter and sexier by 2015: 1. 50% of online video ads will be bought on a cost-per-view basis.
Salzman told the audience that “display advertising is on the cusp of the biggest revolution in history.” He explained that the “incredible rate of technological innovation is helping Google to make smarter decisions” about developing new display advertising advancements. 3. 4. 5. 75% of display ads will be social in nature. 6. 7. Display Ads: Demystifying the “Banner Blindness” Conundrum. “Does anyone actually look at banners?”
No matter how many dozens of advertising effectiveness research papers show that display advertising works, some people still shrug their shoulders and mutter, “I just don’t remember ever looking at banners.” Often referred to as “banner blindness,” industry bigwigs claim that people look at the content and ignore the banners. But, a new research from the Online Publishers Association (OPA), an organization that represents the major US online publishers, should convert even fiercest skeptic. Using eye tracking technology, the OPA tested to see whether people actually viewed the ads that were presented to them on a page that they were browsing. In addition, the researchers used biometric testing to track the participants’ emotional response by monitoring their breath and heart rate.
The biometric testing is similar to a lie detector test, and signifies a positive or negative emotional response. Cover story: Display overtakes search in 2011 ad spend growth predictions | News | New Media Age. Le marché de l'e-pub locale va doubler en 5 ans (étude) La pub ciblée fait flipper l’internaute. Et si la publicité contextuelle n'était pas la meilleure solution? Passé un certain stade de précision, cette technique serait contre-productive : l'impression de surveillance mais aussi le fait de se rendre compte qu'on est très prévisible peuvent effrayer. Un petit article qui donne à réfléchir, publié la semaine dernière par Wired. Le journaliste Felix Salmon s’y interroge sur les limites du ciblage comportemental sur Internet, une pratique marketing désormais incontournable et qui ne cesse de s’intensifier.
Salmon fait remarquer que, passé un certain stade de précision, le ciblage semble avoir un effet contre-productif et suscite la répulsion plus que l’intérêt de l’internaute. Un point de bascule que le journaliste rapproche du concept de vallée dérangeante. Pour revenir au ciblage sur Internet : la “vallée dérangeante” serait ici le stade où la publicité devient suffisamment précise pour vous faire flipper tout seul en face de votre écran.
Photo FlickR CC muskva.