Archive for August, 2009
eBrand Media Research Brief: Online video consumption viewing upends primetime rules
According to a study conducted by Interpret, online video viewing patterns are more spread out during the day than traditional TV patterns, viewed during work and school time.
Jason Kramer, chief strategy officer of Interpret LLC, says that “… unlike television consumption, which mostly happens during hours of 8 pm to 11 pm, people across all demographics are watching online videos consistently throughout the day and night, with the exception of dinnertime… this fundamental shift in consumer behavior opens up opportunities… [to] leverage online video to reach target audiences more often than just once a week.”
The study, sponsored by Yahoo! Inc., Havas Digital, and Warner Bros. Media Research, says that there are key Online viewing patterns:
* There are similar spikes in online video consumption for people at work, as well as at home, with approximately 70% watching during the day and at night.
* There are spikes in online video consumption among men, women, students and full-time employees during the hours of 12pm- 3pm, and then again between 9pm-1am
* The lowest amount of online video consumption is around dinnertime from 6pm-9pm
* Regardless of time of day, one-third of people who watch a video share it with friends, family members and colleagues
Posted by eBrand Media Research Department in Advertising, eBrand Media, Marketing, Trend Tracker on August 28th, 2009
eBrand Media Discovery: U.S. consumers feel loyalty reward program messaging not relevant
According to consumer survey research released by Direct Antidote, far too many mailings, emails and Facebook messages that companies send to their loyalty reward program members miss the mark. Only 32% of U.S. consumers rated reward program communications 8 or higher on a 1 to 10 scale for measuring relevancy to their personal needs, with 68% giving a score of 7 or below.
Centered on loyalty rewards communications, such as annual points balance reports, special earning offers and program information. Despite marketers devotion to customized messaging, the study results across all demographics surveyed showed average relevance scores, with Seniors reporting the lowest perceived relevance at a 5.7 mean score, and Young Adults and Hispanics tied for the highest at 6.9.
Posted by Tom Polanski in eBrand Media, Marketing, Trend Tracker on August 26th, 2009
eBrand Media Research Brief: SEO or PPC? Which converts better and delivers highest AOV?
According to a new study by Engine Ready, based on traffic to 26 e-retail sites in a 12-month period that ended June 30, visitors who arrive at a retailer’s site from paid search ads are 50% more likely to buy than those who come from clicking on a natural search link. The conversion rate from paid search is 2.03% versus 1.26% from organic search, according to the study as reported by Internet Retailer.
From Wikipedia:
Pay per click (PPC) is an Internet advertising model, used on websites, in which advertisers pay their host only when their ad is clicked. With search engines (SEO), advertisers typically bid on keyword phrases relevant to their target market.
The current study is a follow up of a completed two year study in 2008 to identify the magnitude of any visitor behavioral trends based on traffic source in a way that could help marketers adjust their strategies to maximize value. Although there can be an almost endless number of individual traffic sources, notes the study, this study, identified and measured 4 primary traffic source categories that encapsulate all source origins:
Posted by Tom Polanski in eBrand Media, SEM on August 18th, 2009
Tiger Direct chooses eBrand Media!
After months of research, Tiger Direct, a division of Systemax Technology Group, chose eBrand Media and its technology partner to manage the company’s Yahoo! SSP program. eBrand was chosen over the competition because of its proven ability to provide industry-leading marketing solutions that meet or beat client mandated performance metrics.
“Since the day we opened our doors in 2005, we’ve helped to increase revenue, enhance the ROI, and expand market share for dozens of clients”, said Tom Polanski, EVP of Sales and Client Development. “We’ve delivered a string of successes that has resulted in an unheard of client retention rate of about 97%. In summary, we’ve effectively launched and managed hundreds of online marketing campaigns across multiple platforms with dozens of publishers, networks, and databases.
Mr. Polanski continued, “eBrand Media clients have found that our wealth of experience and knowledge dramatically increases the probability of success, as defined by hitting targeted performance metrics, when we manage the launch and optimization of campaigns. More often than not, we’re able to save our clients the cost of testing because we know where to broadcast their message so that it reaches their target audience at the right time in the shopping process”
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Posted by Tom Polanski in eBrand Interactive, eBrand Media, Marketing on August 14th, 2009