- Posts tagged Internet Advertising
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Brazilians Are Buying Ads [TABLE]
Data from IBOPE, a media and marketing research firm in Brazil, highlights a surge in advertising spending in its red-hot home market.
Total advertising spending in Brazil rose 15.8% to BRL88.32 billion ($52.89 billion) in 2011. Broken down by media, TV maintained a solid lead, increasing 15.3% to BRL46.38 billion ($27.77 billion), while internet advertising recorded the highest level of growth, 70.6%, to reach BRL5.39 billion ($3.23 billion) in spending. IBOPE acknowledged that its online advertising figure for 2011 includes search spending for the first time, which accounted for a large portion of the increase. Read the rest at eMarketer.
Display Ad Visibility [CHART]
More than 38% of display ads in December 2011 were either not in-view at all to their intended user or in-view for less than half a second, the standard time accepted for an ad view, according to a February 2012 report from AdSafe. Publishers performed best, with only 24.9% of ads not in-view for at least half a second, followed by networks (42.4%) and platforms/exchanges (46.4%). Of the ads not in-view for at least half a second, the vast majority (~97%) were never in-view.
This result mirrors January highlights from a comScore study involving 12 national premium brands, which found that in many cases online ads are delivered but not in-view or on target, and therefore never have a chance to make an impact. In fact, across all charter campaigns measured, 69% of the ad impressions were classified as being in-view, while the remaining 31% were delivered but never seen by a consumer, a likely result of a consumer scrolling past the ad before it loaded or a consumer never scrolling the ad into view. Read the rest at Marketing Charts.
Online Advertising Influential On Consumer Electronics Purchases [CHART]
26.1% of US electronics consumers say that internet advertising influences their consumer electronics purchases, placing the online medium behind only broadcast TV networks (27.7%) as the leading influencer among mass media, according to an Internet Advertising Bureau (IAB) and BIGinsight survey released in February 2012. Email advertising (25.3%) and direct mail (22.4%) follow as significant purchase influencers, ahead of magazines (19.7%), cable (18.9%), newspaper (18.9%), radio (17.5%), and social media (14.2%).
Somewhat predictably, internet advertising (35.7%) and email advertising (35.9%) are the leading mass media influencers among those who prefer to buy consumer electronics on the internet. Read the rest at Marketing Charts.
Annoyingness Of Political Ads [CHART]
Political candidate ads appearing in local newspapers are rated as annoying by just 18% of registered voters, while ads appearing on local TV are seen as annoying by 54%, according to results of a survey released in February 2012 by the Newspaper Association of America (NAA). Network TV (50%), cable TV (43%), and radio (39%) ads are also rated annoying by a significant proportion of registered voters, though political ads on the internet (27%) garner the frustration of far fewer. Read the rest at Marketing Charts.
German Ad Spending [TABLE]
Nielsen’s German division estimates that online ad spending in that country had a banner year in 2011, totaling €2.9 billion ($4.0 billion), an increase of 22.5%. This boosted online’s share of total ad spending to 11.2% for the year, compared to 9.4% in 2010. Read the rest at eMarketer.
Advertising Revenue Forcasts For 2012, by Media [CHART]
The quadrennial boost provided this year by political advertising, and to a lesser extent, the Summer Olympic broadcasts, will help generate year-over-year US ad revenue growth of 3.7%, according to an updated forecast released in January 2012 by MagnaGlobal. Without the influence of political advertising and the Olympics (”P&O”), core media advertising revenues would grow by 2% in 2012 to $149.8 billion, a slowdown compared to 2011’s like-for-like growth of 4.5%. However, the company forecasts P&O to add an extra 1.7% points, meaning that those two influences alone will drive more than 45% of this year’s ad revenue growth.
The report notes that due to a relaxation of campaign finance rules by the Supreme Court in 2010, super political action committees (PACs) are now allowed to raise and spend almost unlimited amounts to run political or “issue” advertising. Read the rest at Marketing Charts.
Motivating Moms Online [CHART]
lucid marketing reported in April that only 34% of moms surveyed in January 2011 said they regularly use tell-a-friend requests when asked by a business or website, while 63% do so occasionally. However, if offered an incentive, nearly 66% of moms said they would be more likely to refer a brand or website to others. Read the rest at eMarketer.
