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Posts Tagged ‘Advertising’

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Google Launches New Ad Planner Tool

26
June
2008

New Google Ad Planner tool to assist advertisers and media buyers with where to place ads.

Stefanie Berliant
Media Coordinator

This week Google announced a new feature: Google Ad Planner. This tool is designed to help online advertisers and media buyers determine where to place ads by identifying websites that target audiences are likely to visit. Ad Planner will provide a list of relevant websites by defining age, gender, income, geography, language, education level, and other websites.  Additionally, it provides site demographics for each of those websites.  With the introduction of Ad Planner, Google has entered the web measurement services industry, the territory of industry leaders such as Hitwise, comScore and Neilsen Online.

These industry leaders mainly collect their data by tracking large panels of people. Ad Planner’s data is generated from a variety of sources, including tracking large panels and third party market research, but it will be based mostly on data from web servers which should provide a more extensive view of internet use.  Not all websites are included in the list of relevant websites due to low traffic volume, exclusion files placed on websites, or websites not adhering to quality guidelines. One major advantage of Ad Planner is that it is free and this will inevitably affect the web measurement industry.

In its infancy, there are several obstacles that do not make Ad Planner a one stop shop. You cannot buy ad placements on sites through Google Ad Planner, nor can you contact publishers directly through the tool. It is not yet synched with AdWords or Analytics to complete the relationship between the tools, however, the export feature will suffice for now.

Overall, this tool is useful, I would use it to supplement my research and add it to my arsenal of tools.  I appreciate the innovation of Google trying to make my job more efficient and effective. But only time will tell whether Google Ad Planner will become the new web measurement industry leader.

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Using The Internet To Make Travel Plans

3
June
2008

A recent study shows that more vacationers are using the Internet to make their travel plans

Ryan Moss
Media Coordinator

With summer comes family vacations, and according to a recent study conducted by OTX, families are using the Internet to make travel plans more often then not. Over 70% of those surveyed planned on taking a family trip this summer, and about 75% of those same people will be using the Internet to make their plans. With the economy struggling, consumers are likely to focus on price, which is exactly what advertisers in the travel industry should emphasize.

When deciding where to take their vacation, families in the U.S. rely on a few sources for information. About 50% of respondents referred to friends and family for recommedations and information, while only 21% used travel books. For those that use the Internet when looking for a destination, 72% use search engines, 58% use online booking sites, 26% use consumer testimonial sites, and 19% use travel information sites.

As seen in the chart below the number of consumers who use the Internet to make travel plans has been increasing since 2000. 

092258 Using The Internet To Make Travel Plans

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Media vs. Racial Mix?

19
May
2008

BIGresearch’s recently conducted a study shows different racial groups respond to different types of media…

Ryan Moss
Research Analyst

BIGresearch recently conducted a study to find how different racial groups respond to different types of media. The results show that that African Americans, Hispanics, Asians and Whites all consume these media types differently, which should be considered by marketers when designing campaigns. As Gary Drenink, President of BIGresearch said, "understanding how media consumption behaviors differ by race is fundamental for marketers wishing to increase ROI for advertising."

Here are some the results from the study, which was titled "Simultaneous Media Survey," and surveyed 15,727 people

  • Cell phones are the most common form of new media used by all of the groups.  57% of Hispanics, 53.9 % of Asians, 53% of African Americans and 49.4% of Whites regularly use cell phones.
  • Minorities use new media more often then whites. New media includes, iPods, cell phone text messaging, video/picture phones and online instant messaging.
  • Shopping is the main reason that Asians (43.7%), Whites (43.1%) and African Americans (40%) use the Internet for fun and entertainment. Hispanics (42.7%) prefer to use the Internet to look up movie news.

For more results from the study check out the link below from MarketingVox.

 

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Blogs Continue To Flourish

16
May
2008

As the number of the people who contribute to blogs and read blogs both continue to rise, so does the amount of money spent on blog advertising.

Ryan Moss
Research Analyst

Blogs are increasingly becoming a larger part of everyday life. According to a recent report by eMarketer, the number of people who contribute to blogs as well as the number of people who read blogs are both steadily increasing. In the U.S. during 2007, about 23 million people or 12% of in Internet population "published a new blog or updated an existing blog." The number of "bloggers" is expected to be upwards of 34.7 million people by 2012 (16% of the total Internet Population).

Additionally, the number of people in the U.S. who consistently read at least one blog per month is also on the rise. In 2007 about 94 million people or 50% of Internet users fell into the blog reader category defined by eMarketer. By 2012 this number is predicted to increase to about 145 million people or 67% of the Internet population.

Advertisers have taken notice of the increasing number of bloggers and blog readers and have started to increase the amount of money spent on blog advertising. As seen in the chart below, money spent on blog advertising is expected to steadily increase from 2007 to 2012. Blogs are great for advertisers because they attract a specific audience allowing for specific demographic targeting for advertisers to focus on.

094506 Blogs Continue To Flourish

 

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Podcasts: New Era Of Advertising

30
April
2008

Podcasting is an effective online advertising tool, however it’s important to remember the basic do’s and don’ts when launching a podcast.

Ryan Moss
Research Analyst

The effectiveness of podcast advertising continues to increase, with a recent study finding that podcast advertising is seven times more effective then television advertising. The study, conducted by Podtrac and TNS, also found podcast advertising to be three times more effective than "traditional" online advertising.

There are several important tips to remember when launching a podcast. According to Arun Krishnan, VP of Marketing at Pontiflex, some of the most important tips that help you build brand loyalty include:

  • Creating a podcast schedule and sticking to it as often as possible
  • Making your podcasts RSS-accessible
  • Segmenting your podcasts so customers can only watch relevant ones

For more tips see the link below from MarketingVOX

 

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