Archive for the 'Media Buying' Category

Video Ads on YouTube Coming?

Published
by
Eric Dudley
 
on July 16, 2008 
in Branding, Customer Acquisition, Media Buying, Online Marketing and Social Media
. 0 Comments

YouTubeYouTube is proving to be a challenging advertising platform for Google. Google acquired YouTube in 2006, signaling big ambitions for online video advertising. However, they are running into a series of problems with copyright infringement issues and the fact that many online agencies and advertisers are still weary of this relatively new medium.

Some of the snags Google is running into include:

  • Advertisers are reluctant to put their ads on YouTube due to fear of questionable content of amateur videos. For example, can you imagine a Folgers video ad prior to watching “Coffee causes heart attacks”? Or a Disney family friendly ads displayed before some provocative video of a celebrity?
  • Copyright litigation. Viacom Inc. sued Google last year because unauthorized television and movie clips were posted by YouTube users.
  • Inefficient sales process. The rapid growth of Google has hindered the sales systems.

Google has launched “Operation Spaghetti” to unclutter the mess that YouTube has been for them. Even if these problems are solved, will advertisers see a benefit to attaching ads to online videos on YouTube? This would be an extremely cumbersome process if we had to evaluate each ad prior to placing a video ad for our clients.

  • Will YouTube filter videos for suitable advertisers? Maybe
  • Will it rely on the YouTube community? Doubtful!
  • Perhaps a combination. We’ll see…

In the meantime, agencies and advertisers running video ads have other options. And knowing Google, they have a plan already in the works to further monetize YouTube. Stay tuned.

Is Social Network Advertising Ready for Marketers?

Published
by
Eric Dudley
 
on December 24, 2007 
in Media Buying
. 0 Comments

There is no question that social networking is buzzing and becoming more prevalent. Sites like LinkedIn, FaceBook, and MySpace are growing rapidly. But how do marketers evaluate the opportunity and what is it? Well…

37% of the US adult Internet population used online social networking at least once a month. That figure will rise to 49% in 2011. (Source: eMarketer)

Will Social Networking be a tactic that marketers flock? Well, perhaps for some, others not so much- not to say it’s not driving advertising revenue today and is projected to grow:

eMarketer projects that worldwide online social network ad spending will grow from $1.2 billion in 2007 to $2.2 billion in 2008, 82%. Worldwide spending will top $4 billion in 2011.

Today it is more prevalent amongst Millenials, but is being adopted by Gen Xer’s and Baby Boomers more and more. As targeting capabilities continue to evolve on Social Networking platforms, marketers will not be able to ignore; especially if social network marketing delivers on its promise of peer recommendations.

In the news recently, MySpace and Facebook have unveiled behavioral ad platforms aimed at mining the voluminous personal data users provide through profile pages and other site activities for the benefit of advertisers.

We evaluate social networking for our clients and help align with their objectives and goals.

Invite me to join your LinkedIn Network today. Eric Dudley’s LinkedIn page.

Behavioral Targeting Ad Spend Growth

Published
by
Eric Dudley
 
on April 21, 2006 
in Branding, Customer Acquisition and Media Buying
. 0 Comments

Marketers know that behavioral targeting gets better results. Publishers like that behavioral targeting delivers more revenue. Consumers find the ads relevant to them and their searches. It’s no surprise that behavioral targeting is expected to grow.

According to eMarketer, $1.2 billion is expected to be spent this year alone on behavioral targeting.

According to senior marketing executives, types of data used to target include:

-> Demographics
-> Geography
-> Past purchase history
-> Past contact history
-> Web data usage
-> Primary research attitudes
-> Channel preference

Our company, WebsiteBiz, utilizes behavioral target for the Biltmore Estate.

Growth of Online Dollars over Offline in 06

Published
by
Eric Dudley
 
on January 27, 2006 
in Branding, Media Buying and Search Marketing
. 0 Comments

Online advertising growth rises again

According to a recent analyst report, the speed of online advertising’s growth, its benefit to offline campaigns, and recent online ad spending increases from major marketers all seem to be converging. Here’s the supporting stats:

> Online media spend average is 5% up from 3% last year
> Spending growth expected to accelerate to 10% faster than expected
> $55 Billion globally - estimated online advertising by 2010
> Equivalent to a 27% compounded annual growth rate over 2005

So what about Search - is it becoming intertwined? Read on…

Continue reading ‘Growth of Online Dollars over Offline in 06′

Google Site Targeting - a direct response or branding tactic?

Published
by
Eric Dudley
 
on October 20, 2005 
in Branding, Media Buying, Paid Search and Search Marketing
. 1 Comment

Google’s newest offering, Site Targeting, offers marketers contextual image ads. Marketers are able to select specific content sites across the Google network where they would like their ads shown. Examples of Google content sites include: c|net, iVillage, The New York Times, and many others.

Unlike Google AdWords, these ads do not appear on search result pages and are not text ads but image ads.

When should marketers evaluate Site Targeting?

Continue reading ‘Google Site Targeting - a direct response or branding tactic?’