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Pedro Gonçalves

Do Native Ads Work? | Adweek - 0 views

  • say ads that are disguised as content have higher click-through and engagement rates than intrusive banners because they’re contextual and have quality conte
  • a new survey due out today by Harris Interactive for MediaBrix, a social and mobile ad firm, says otherwise. Harris asked online adults what they thought about three native ad formats—Twitter’s promoted tweets, "Sponsored Stories" on Facebook, and video ads that appear to be content. According to the survey, a majority found the ads negatively impacted or had no impact on their perception of the brand being advertised.
  • 45 percent found promoted tweets misleading, while 57 percent and 86 percent said the same about sponsored stories and video ads, respectively.
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  • There's no way to compare the results to people's views on standard banners, because Harris didn’t ask respondents about that format. It did, however, ask the same questions about infomercials and print advertorials, with similar results.
  • We’re not saying native doesn’t have a place in a marketing mix. We’re saying, that’s not the most effective way to build a brand.”
  • Of course, there are issues with self-reported surveys, especially one that requires participants to be honest about their views about something as divisive as advertising.
  • the results also conflict with joint research by Nielsen and Facebook that found that overall, social ads—those served to Facebook users whose Facebook friends are fans of, or interacted with, the advertised brand—generated a 55 percent lift in recall over non-social ads.
  • “Engagement rates with sponsored stories are substantially higher than other ads on the site, and typically, [people] engage with things they find relevant and interesting,” Bruich said. “We do not see any evidence that they negatively impact people’s experience on the site.”
  • It’s also worth noting that Harris showed respondents generic examples of sponsored stories, not examples of actual sponsored stories people are served on their own Facebook news feeds, where the ads are aligned with their personal experiences and preferences.
  • a new survey due out today by Harris Interactive for MediaBrix, a social and mobile ad firm, says otherwise. Harris asked online adults what they thought about three native ad formats—Twitter’s Promoted Tweets, Sponsored Stories on Facebook and video ads that appear to be content. According to the survey, a majority found the ads negatively impacted or had no impact on their perception of the brand being advertised.
  • People had the strongest reaction to sponsored video ads, with 85 percent saying they
  • negatively impacted or had no impact on their perception of the brand. Sixty-two percent said the same of Promoted Tweets and 72 percent of Sponsored Stories. The survey also revealed that 45 percent found Promoted Tweets misleading, while 57 percent and 86 percent said the same about Sponsored Stories and video ads, respectively.
Pedro Gonçalves

Planned Facebook Ads Go Big But Less Social - And Users Will Hate Them - ReadWrite - 0 views

  • Facebook users will sit still for ads that, per current reports, will take over your desktop screen and run for 15 seconds, up to three times a day per user. What are the odds of that? 
  • Initially, the 15-second autoplay ads will appear on Facebook's desktop site; the social network is still working to bring them to its mobile app as well.
  • Facebook is expected to offer four daily "slots" for its video ads, each targeting a very large demographic: Women over 30 Women under 30 Men over 30 Men under 30
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  • Facebook will cap the ads so that no user will see an ad more than three times in a day. It is still unclear if advertising executives will want to cut down the typical 30-second television ad to fit Facebook's 15-second guideline, or if they'd create new ads especially for Facebook.
  • What Facebook can't yet promise, of course, is whether its billion users will actually sit through — or even tolerate — such intrusive ads, even just once.
  • Consumer surveys reveal that television advertising stands above all others in terms of influencing purchase decisions. 
  • Even amongst college students, for example, who are likely to be very social media savvy, television advertising is clearly the most influential of all.
Pedro Gonçalves

Internet Ad Revenues Top $36 Billion in 2012, Study Says - 0 views

  • Total digital ad revenue is now on the verge of passing broadcast television to become the top media source in the U.S. for ad revenue.
  • Mobile ad revenue more than doubled from the previous year to $3.4 billion from $1.6 billion, the second year in a row that mobile ad revenue has experienced triple-digit growth. Digital video revenue increased by 29% in 2012 to $2.3 billion and search ad revenue increased by 14% to $16.9 billion.
  • Search ad revenue still accounts for nearly half of all digital ad revenues, but it's share ticked down slightly last year while the share from mobile ads increased from 5% in 2011 to 9% in 2012.
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  • Internet ad revenues in the U.S. increased by 15% in 2012 to $36.6 billion, driven by significant year-over-year increases in revenue for mobile, search and digital video ads,
Pedro Gonçalves

Coming Soon To Facebook: Video Ads | Fast Company | Business + Innovation - 0 views

  • According to Joyus founder and ex-Googler Sukhinder Singh Cassidy, people are five times as likely to buy something from a video ad than from a picture on an e-commerce site, and buy five times as often.
  • The Facebook videos will run silently until the user chooses to activate the sound, which will relaunch the ad from the beginning. How long before Facebook offers an ad-free newsfeed to users--at a price?
Pedro Gonçalves

Smartphone user study shows mobile movement under way - Google Mobile Ads Blog - 0 views

  • 71% of smartphone users search because of an ad they’ve seen either online or offline; 82% of smartphone users notice mobile ads, 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day.
  • These are some of the key findings from “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010.
  • General Smartphone Usage: Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone 72% use their smartphones while consuming other media, with a third while watching TV 93% of smartphone owners use their smartphones while at home 
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  • Nine out of ten smartphone searches results in an action (purchasing, visiting a business, etc.) 24% recommended a brand or product to others as a result of a smartphone search
  • Local Information Seekers: Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find. 95% of smartphone users have looked for local information 88% of these users take action within a day, indicating these are immediate information needs 77% have contacted a business, with 61% calling and 59% visiting the local business
  • Purchase-driven Shoppers: Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process. 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store
  • Reaching Mobile Consumers: Cross-media exposure influences smartphone user behavior and a majority notice mobile ads which leads to taking action on it.71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%) 82% notice mobile ads, especially mobile display ads and a third notice mobile search ads Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase
  • Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information. Incorporate location based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users.  Develop a comprehensive cross-channel strategy as mobile shoppers use their phones in-store, online and via mobile website and apps to research and make purchase decisions.  Last, implement an integrated marketing strategy with mobile advertising that takes advantage of the knowledge that people are using their smartphones while consuming other media and are influenced by it.
Pedro Gonçalves

Here They Come: Facebook Announces Premium Video Ads From 'Select Group Of Advertisers'... - 0 views

  • The 15-second ads will begin playing on users’ News Feeds without audio, and they will stop playing if users scroll past them. Users who are interested in viewing the video ads can tap them, after which a full-screen version, with sound, will begin playing. Facebook said in announcing the test last December that for mobile users, video ads are pre-downloaded when their devices are connected via Wi-Fi, so they do not consume additional data, and users on data plans will not see their usage rise.
  • People can expect to begin seeing these new ads over the next few months.
  • we’re working with a company called Ace Metrix to help us review and assess how engaging the creative is for each ad — before it appears on Facebook. Ace Metrix will allow us to objectively measure the creative quality of the video in the Facebook environment and highlight performance indicators for advertisers such as watchability, meaningfulness, and emotional resonance. We’re taking this step in order to maintain high-quality ads on Facebook and help advertisers understand what’s working to maximize their returns on investment.
Pedro Gonçalves

Online Video Increases, Video Ad Dollars Follow - 0 views

  • According data from comScore, the amount of video watched via the Internet continues to climb. In June, 33 billion videos were viewed online.
  • Where are people getting all of this video content? Google Sites (primarily YouTube) is leading the pack. In June, Google attracted 154, 507 million unique users that viewed an impressive 1,238.1 minutes per video.
  • comScore shows Google led the market for video ads in June by serving up 1.41 billion ads that reached almost 25 percent of the total US population.
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  • Traditional television viewing is on the decline. Even when people use televisions as a device, they use connected devices to access Internet-based content via Netflix, Hulu, YouTube and other digital providers. 84.8 percent of the US Internet audience viewed online video in June. We are quickly moving to a future where Internet viewing is the norm and traditional network programming is a significantly lagging second.
Pedro Gonçalves

Google breaks 2005 promise never to show banner ads on search results | Technology | th... - 0 views

  • its AdWords product - shown beside searches
  • "Advertisers have long been able to add informative visual elements to their search ads, with features like Media Ads" - which adds video ads on Google search results page - Product Listing Ads" - which appear in Google's shopping results box - "and Image Extensions", which allows advertisers to put small images alongside "sponsored results", when they buy advertising space over search results.
Pedro Gonçalves

Online Videos More Effective Than TV Advertising - 0 views

  • 75% of ad agency executives say that online video ads are more effective than traditional TV ads, compared with just 17% who say they are less effective.
  • research estimates that video views among Internet users grew by 23% this year.
  • research predicts spending on digital video advertisements to grow by more than 40% this year
Pedro Gonçalves

6 Free Chrome Apps and Extensions for Small Businesses : Technology :: American Express... - 0 views

Pedro Gonçalves

Facebook's New Video Ads - WPP - 0 views

  • Each video will last a maximum of 15 seconds, suggesting Facebook has taken note of Vine’s offering – which is limited to a 6 second video format. A small number of big brands will be part of the initial trials, including Unilever, Nestlé, Ford, Diageo, American Express and Coca Cola. To create more impact (at least at the beginning) users will only see video content from one of these advertiser’s in any one day. The ads will be bought on a cost per thousand basis with rates predicted to be in the low $20s, a cost per engagement model is not currently being considered.
  • rapidly expanding online video advertising market - 41% growth Y.O.Y, US 2012.
Pedro Gonçalves

Men Like Mobile Ads More Than Women | Adweek - 0 views

  • According to Millward Brown’s 2012 U.S. AdReaction Report released Tuesday (Nov. 27), men looked more favorably upon all eight types of mobile ads they were asked about compared to women in a survey involving around 1,000 consumers. However, it's worth noting that neither ladies nor gents are exactly crazy about getting on-the-go product pitches, according to the study.
  • The biggest difference was augmented reality ads, which men view as a positive experience at a 15 percent clip compared to 6 percent for women. Mobile video and mobile display ads also significantly tilted toward the guys when compared to their female counterparts—16 percent versus 8 percent for both types of ad unit.
Pedro Gonçalves

12 Best Practices For Media Companies' Facebook Pages - AllFacebook - 0 views

  • Share breaking news updates: Lavrusik and Hershkowitz said posts that included the terms “breaking” or “breaking news” saw engagement 57 percent higher than non-breaking news posts
  • Use a conversational tone and include analysis: Posts with a personal tone or clever language saw engagement of 120 percent above the average, and posts with analysis received 20 percent more referral clicks.
  • Start conversations by asking questions and responding: Posts with prompts for conversation of questions saw engagement 70 percent above the average
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  • Share stories visually with photos and videos to grab users’ attention: Posts with photos receive 50 percent more likes.
  • Page targeting enables page admins to publish stories into the News Feeds of audiences who are going to be most interested in the content, without inundating those who may not.
  • Use engaging thumbnails for link stories: Links with thumbnails received 65 percent more likes and 50 percent more comments.
  • Vary your post type — users don’t engage the same way with every post: Mix it up between status updates, links, polls, and photos.
  • Optimize your page for Graph Search and mobile: Ensure that your page description is complete and up-to-date, which will help its performance in Graph Search results, and pin posts to ensure that users see the most important stories on both desktop and mobile.
Pedro Gonçalves

The New Mad Men Of Advertising Are... Everywhere - ReadWrite - 0 views

  • viewers place a higher level of trust in television advertisements. Even in the second decade of the 21st century, television ads influence viewers far more than most other forms. Yes, this is also true for tech-savvy teens and young adults.
  • sing Tongal's platform, big brands offer "challenge rewards" not only for fully edited video advertisements, but for ideas for commercials. 
  • Lego, Pringles, Axe, Pepsi, Nokia, and numerous others now rely upon crowdsourcing to generate ideas and foster new talent.
Pedro Gonçalves

Internet Ad Revenues Again Hit Record-Breaking Double-Digit Annual Growth, Reaching Nea... - 0 views

  • Digital advertising revenues climbed to a milestone high of $36.6 billion in 2012
  • That historic number marks a 15 percent rise over 2011’s full-year number, which itself had been the highest on record, at $31.7 billion.
  • 2012’s fourth quarter numbers, at $10.3 billion, rose by 14.9 percent from $9 billion in the final quarter of 2011. These 2012 Q4 figures represent an uptick of 11.6 percent over Q3 2012, which came in at $9.2 billion.
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  • Digital video, a component of display-related advertising, brought in $2.3 billion, marking a significant year-over-year increase of 29 percent in 2012, compared to $1.8 billion in 2011. Search revenues in 2012 totaled $16.9 billion or 46 percent of 2012 revenues, up 14.5 percent from $14.8 billion in 2011. Display-related advertising revenues in 2012 totaled $12 billion or 33 percent of 2012 revenues, up almost 9 percent from $11 billion in 2011. Retail advertisers continue to represent the largest category of internet ad spending, accounting for 20 percent in 2012, followed by financial services, which is responsible for 13 percent of the year’s revenues.
  • For the second year in a row, mobile achieved triple-digit growth year-over-year
  • Mobile accounted for 9 percent of total internet ad revenue in 2012.
  • “These record-breaking numbers represent a paradigm shift when it comes to marketers recognizing the role a multiplicity of screens plays in effectively reaching today’s consumers,”
  • “As Smartphones get smarter, cellular networks get faster and user penetration of smart mobile devices increases, the combination of personalization and location will have tremendous appeal to marketers,”
  • Performance-based 64.6% $20,491 65.9% $24,093
Pedro Gonçalves

Meet Gen C: The YouTube Generation - Think Insights - Google - 0 views

  • Why are they known as Gen C? Because they thrive on Connection, Community, Creation and Curation; they’re engaged and they want their voices to be heard. They’re not a generation in the traditional sense – about 65% of Gen C are under 35, but regardless of how old they are, they’re the sort of mavens who shape opinion and lead thought. Put simply, Gen C isn’t a quirk of when or where you were born; it’s a way of life.
  • 59% say the internet is their main source of entertainment and 38% turn to their phone first when they want to be entertained, with 66% spending the same amount of time or more time watching online videos compared to TV. They haven’t abandoned traditional TV viewing altogether, but they have augmented it with shares, ‘likes’, +1s, comments and retweets, all of which add to the first screen viewing experience.
  • The act of creating has become second nature to Gen C, but they’re selective, only adding something when they think it’s relevant and they can have an impact. Eighty-three percent of Gen C have posted a picture they took but only 42% post pictures every week, while 65% have uploaded a video they created, but only 25% upload videos every week.
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  • 55% say they’re connected to 100 or more people through social sites, while 15% are connected to 500+ people.
  • Gen C is often time-poor and has become incredibly selective when navigating the media landscape, optimizing consumption for maximum returns. They turn to trusted advisors to help them navigate the space, using email lists, social media feeds and content aggregators to map out a media ecosystem that satisfies both their functional and emotional needs.
  • More than one in three say YouTube is their most important or second most important source of entertainment online, and 46% think of YouTube as an alternative to TV.
  • Gen C openly welcomes brands into its social circle – for starters 39% say they think of YouTube as a platform to engage with brands. Being engaging, authentic and shareworthy is the cost of entry, with advertising and content both put to the same litmus test; they’ll either switch off if it’s not relevant or engage if it is.
Pedro Gonçalves

KPI: What Is a Key Performance Indicator? - 0 views

  • In online advertising, some KPIs include click-through rates, brand awareness and engagement
  • the typical online marketing campaign these days usually has about five KPIs
  • Until recently, the default metric was the click-through rate (CTR), which gave a clear indication of an ad's engagement. The staggering success of search advertising in the 2000s led to the rise of the CTR
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  • With the rise of social media, companies like Facebook have charged that the CTR is a meaningless metric for branding campaigns. Opponents of CTR as a default metric argue that you can see an ad, not click on it and still be influenced by it. After all, that's the way most advertising has worked until now. You don't interact with a billboard, but it might introduce you to a new brand or product which you eventually might try.
  • KPIs vary depending on what stage of the purchase funnel your target customer is at. In the beginning, you may just want to raise awareness, in which case you'd rely on surveys to gauge success. Further along, you might be looking for interaction. Did the customer watch your video? Did she interact with your ad in some way?
Pedro Gonçalves

Making the Most of Social Media Analytics - 0 views

  • The impact of social media is harder to measure than, say, the effectiveness of banner ads, because social media are often used to build brand loyalty. A person may see an ad or promoted social media message but choose not to click through, then search for the product later, and finally make a purchase on a third, fourth or fifth visit to the company's website. While social media didn't have a direct hand in the click-through and sale, it did have a hand in how the brand made a conversion.
  • Too many brands - GM included - rely on likes (which can be artificially inflated) and direct click-throughs (which don't always result in sales). And while the industry is making strides to help brands better measure what they get for their social media buck, there is still a ways to go, Chou said. Social marketing by brands "is just terrible right now," he observed. "I can't tell you exactly what it should be, but I can tell you it sucks right now. People just shout."
  • Right now, marketers can’t easily measure a follower who doesn’t click on links or interact directly with a brand’s Facebook page or Twitter feed. That will change as social media tracking gets better.
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  • Chou calls the number of followers a “vanity metric” that doesn’t say much about how effective a social campaign is. Marketers can, after all, pay for followers. For now, the best way to measure the effectiveness of a social media campaign is to figure out which messages posted to Facebook, Twitter and other sites result in the highest levels of interaction.
  • A message that does not work is more dangerous than a message that doesn’t spur action: It can cause followers to lose interest. “Content turns into spam at some point,” Chou said. “At some point, if I'm posting a ton of crap to any network, someone might choose to unfollow me.”
  • Chou outlined four ways social media managers could measure the effectiveness of their posts: Virality: Good content gets shared. A viral video is cheap to make and can bring your message to new eyeballs. “Other mediums don’t have that,” Chou said.
  • Engagement: The 80/20 rule applies to social media, Chou said: 20% of the people generate 80% of the sharable content. “The more granular you can get... the better understanding you have of what's going on,”
  • Advocacy: Social media lets brands get endorsements from everyday people, so brands should pay attention to posts that get retweeted. “If my friend posts something, it means more to me than if some random brand posts something,” he said. Retention: Every message needs to be measured for its retention value. Every new follower is an additional member of the audience for your next message. 
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