Category Marketing
Branded Display Ads Close Search Gap in 2011 and Beyond
According to a recent eMarketer forecast, growth in spending on online display ads will outstrip that for paid search through 2014, though search will continue to take the greater share of dollars. In 2010, both search and display will see increases greater than the rise in total US online ad spending, estimated at 13.9%. But between 2011 and 2014, the study projects online display spending will grow faster than overall online spending, while search spending will lag slightly behind.
| US Online Display & Search Ad Spending Growth (% Change) | ||||||
| Ad Spending Change | ||||||
| Type | 2009 | 2010 | 2011 | 2012 | 2013 | 2014 |
| Online Display | -3.4% | 13.9 | 10.5 | 14.4 | 10.4 | 12.5 |
| Search | 1.4% | 15.6 | 9.9 | 13.6 | 10.2 | 10.8 |
| Total | 4.5% | 17.0 | 14.0 | 19.2 | 12.8 | 17.0 |
| Source: eMarketer, November 2010; (Display includes banner, rich media & video; search includes paid listings, contextual links, paid inclusion & SEO) | ||||||
Posted by eBrand Media Research Department in Advertising, Marketing on January 10th, 2011
The Brand Says It All
According to a recent study by the Custom Content Council in partnership with ContentWise, branded content initiatives are considered by marketers to be more effective than any other leading form of advertising and marketing. The study shows that content spending is the second highest ever per company. Print represented 43% of the total spending, while electronic and other accounted for 35% and 12%, respectively. The number one reason for using branded content is customer education and retention, says the report. Keith Sedlak, Chair of the Custom Content Council, says that “… the 2010 numbers illustrate a spending level that is nearly 100% above 2008… 68% of companies surveyed continue to shift their ad dollars to branded content… there was a 20% increase in companies surveyed this year versus last year that plan to grow their branded content budgets.”
Reason for Using Branded Content and Its Effectiveness:
* 66% of marketers think branded content is superior to direct mail and 63% think it is superior to public relations
* The primary reason to deploy branded content initiatives is to educate customers, according to 54% of the companies surveyed, followed by customer retention (23%)
* The leading secondary reasons were customer retention (35%) and educating customers (27%), though brand loyalty factored in at 26%.
Spending as Part of the Media Mix:
* 29% of the average overall marketing, advertising and communications budget funds were dedicated to branded content. This is the second greatest ever (first was 32% in 2009).
Posted by eBrand Media Research Department in Marketing on December 15th, 2010
“Super Cookies” – New Web Code Draws Concern Over Privacy Risks
By TANZINA VEGA
In the next few years, a powerful new suite of capabilities will become available to Web developers that could give marketers and advertisers access to many more details about computer users’ online activities. Nearly everyone who uses the Internet will face the privacy risks that come with those capabilities, which are an integral part of the Web language that will soon power the Internet: HTML 5.
The new Web code, the fifth version of Hypertext Markup Language used to create Web pages, is already in limited use, and it promises to usher in a new era of Internet browsing within the next few years. It will make it easier for users to view multimedia content without downloading extra software; check e-mail offline; or find a favorite restaurant or shop on a smartphone.
Most users will clearly welcome the additional features that come with the new Web language.
Posted by eBrand Media Research Department in Marketing, Trend Tracker on October 11th, 2010
Proven Halloween Promos: 6 Ideas for Campaigns
by Adam T. Sutton, Senior Reporter
Halloween is coming up! Children will be marching up and down your block dressed as ghouls and goblins in a matter of weeks. You should start receiving party invitations anytime now.
For marketers, the lead-up to the haunting holiday can boost sales before the year-end crunch. And for the last two years the dark day has been a bright spot in a spooky economy.
Halloween retail sales reached a record-breaking projection of $6 billion in 2009, up 4.2% from $5.77 billion in 2008, according to industry market researcher IBISWorld.
Do you have any Halloween promotions planned for your email marketing? Take a look at six proven ideas we’ve pulled from MarketingSherpa case studies and how-to articles for some inspiration.
Posted by eBrand Media Research Department in Marketing on September 30th, 2010