Display ads influence search behavior, according to a study from iProspect released today. The findings rely on data to support industry rhetoric that display ads and search work together to provide a bigger impact on campaigns.
The "Search Engine Marketing and Online Display Advertising Integration Study" suggests that while 31% of people click on display ads, nearly as many -- 27% -- go to search engines to provide a search. More than 20% type the company Web address into their browser and directly navigate to the Web site, and 9% respond by investigating the product, brand, or company through social media.
"If I don't have a display campaign to support my paid search campaign, I'm basically giving the traffic away to my competitors," said Robert Murray, CEO at iProspect, Boston. "Display isn't dead, but just as many people will perform a search, and you had better have an integrated paid search campaign."
Murray called paid search "the ultimate demand capture mechanism," but it can't create awareness for the products and the services. He said smart marketers don't need to generate demand. Although a bit of a "gorilla tactic," those running smart search campaigns integrated with someone else's display campaign let marketers capitalize on another's spend.
Tapping into a competitor's display campaign, marketers can run paid search ads based on keywords and messaging. Marketers should keep in mind all conversions and clicks the display ad will drive to competitors' sites if they invest in display and not integrate a paid search campaign.
The survey found that of the 52% of Internet users who respond to an online display ad, 48% are familiar with the display ad offering or company but do not purchase the product. It is interesting to note that 38% learn of the offering or company for the first time from exposure to an online display ad but do not purchase the product, while 33% are familiar with the offering or company and eventually make a purchase of the product or from that company. Only 14% learn of the offering or the company for the first time and eventually purchase the product.
Overall, the study shows that Internet users are more likely to engage and/or eventually make a purchase from brands with which they are already familiar.
Consumers also seek to validate a brand through search engine rankings. Perception suggests that if search engines rank a product or a brand high in query results, it must be a reputable brand.
Murray said marketers should also integrate display and paid search with offline media, such as radio and TV. A iProspect study conducted last year suggests that 67% of the people exposed to an offline marketing message said they performed a search. "You need to make sure the message is consistent throughout all media including the look and feel of ad units and keywords," he said.
[the article was oroginally published at http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=105740]
Showing posts with label tv advertising. Show all posts
Showing posts with label tv advertising. Show all posts
Thursday, May 14, 2009
Friday, April 24, 2009
TiVo Promotes Ads It Hopes You’ll interact with, Not skip
The company that attacked television advertising is trying to resuscitate it.
TiVo, which allows viewers to digitally record programs and fast-forward through ads, is trying to sell ad spaces on its screens.
It is in a footrace with other companies, including Cablevision, Cox Communications and DirecTV, to offer interactive alternatives to the zapped-through television spots. The ads are called interactive because they ask the viewer to do something — enter in a new channel number, press a button on the remote — to get more information.
“In the last 18 months, the momentum has just lifted,” said Jacqueline Corbelli, the chief executive of BrightLine iTV, which designs interactive ads. “It’s started to become a staple of very large advertisers.”
In December, TiVo began offering ads that appear as a small piece of text when viewers pause a show. Advertisers can choose the specific show or genre they want their pause ad to appear on — Mercedes-Benz USA used it to promote a new car during football games earlier this year. TiVo also offers ads that appear when viewers fast-forward through shows. Advertisers that run regular 30- or 60-second spots can buy these, and when the viewer presses fast-forward, a static box appears. One for Tourism Australia shows a photograph of a girl on a beach with the text, exclaiming, “Don’t tell me I just skipped the Australia ad!” TiVo viewers are instructed to press the Thumbs Up button to see the ad and get more information.
Once a viewer interacts with its ads, TiVo can show them a video about the product, let them request more information or a coupon, or even let them configure a car with different colors and options. TiVo also sells ad space on TiVo Central, its home screen.
“By catching them at a time when they’re pausing the program, when they’ve finished with a program,” said Tara Maitra, vice president and general manager of content and advertising at TiVo, “the viewer’s main reason for being there isn’t being interrupted.”
TiVo is not the only company devising a solution to commercial-skipping. Cable and satellite companies, and technology providers like Microsoft’s Navic Networks, are also working on interactive ads.
The cable offerings vary by market. In Tucson, Phoenix, San Diego and Las Vegas, Cox Communications sells interactive spots, with graphics on top of commercials that direct viewers to vote or ask for more information using their remotes. In the New York metro area, Cablevision sells special video-on-demand channels to companies like Disney, which runs videos about its amusement parks and stars and a “talk to agent” button that is associated with the viewer’s phone number, provided by Cablevision; selecting it results in an immediate phone call from a Disney representative.
Time Warner offers some interactivity, too. Last September, the media company MPG ran a test for the insurance company American International Group with about 180,000 Time Warner subscribers in Hawaii. MPG, a unit of Havas, used Navic technology to send different ads to households with different demographics, and a banner sat on top of the ad as it ran, telling viewers to click a button on their remote for more information. Only 566 of the households interacted with the ad, said Mitch Oscar, executive vice president of televisual applications at MPG. But, he said, that number was promising.
“We’re doing branding spots anyway,” he said. “If advertisers are going to run commercials one way or the other, and we can add this element to it.”
For now, the cable company’s interactive offerings are largely limited to the two minutes of advertising an hour that each local operator sells. But Canoe Ventures, the consortium of the nation’s six largest cable companies, has announced it will make interactive request-for-information ads available by the end of 2009, and those will be available nationally.
The satellite providers, DirecTV and Dish Network, also offer interactive ads that can run nationwide — a recent Nike ad on Dish Network allowed viewers to zoom in to see a shoe, among other features.
Unilever, the consumer products company, which owns brands like Bertolli and Dove, has been aggressive in the interactive television space for the last couple of years, so much so that it held an “upfront” in the winter to book and negotiate for interactive television slots.
“What we love about it is, if you think about it, the remote control and DVRs have really been a marketer’s worst nightmare,” said Anne Jensen, brand-building director at Unilever. “What we’re doing with ITV is we’re actually making the remote control our friend.”
Last week, Unilever introduced an interactive campaign for Axe on DirecTV that had new interactive features. The campaign promoted Axe’s body washes for men, which come in four varieties, like “Shock,” to wake you up, and the exfoliating “Snake Peel,” so “if you’ve had a very questionable hookup you can scrub away the shame,” Ms. Jensen said.
The idea with this campaign was that “guys don’t really talk to each other about personal hygiene,” Ms. Jensen said. The interactive piece, designed by BrightLine, comes when the commercial’s host points to a space on the screen, and a button pops up that viewers can select for more information. Then, there are clips where Axe diagnoses what variety is appropriate for the viewer, and suggests pranks the viewers can play on friends.
Axe receives reports on how many people responded to the ads, what sections of the extra video they watched, and how much time they spent with the Axe material. “What’s nice is that this medium can be quite flexible in terms of how we optimize our campaigns and improve it as we go along,” Ms. Jensen said.
For all of the data and features that interactive ads offer, the fragmentation of the industry tended to scare off advertisers, said Craig Woerz, managing partner of Media Storm, an agency based in Norwalk, Conn., that has run interactive ads for clients like Magnolia Pictures and the Food Network.
“Advertisers and agencies love to take the easy way out, which is, I’m not going to look at this interactive stuff until I’ve got 90 million households, 60 million households,” Mr. Woerz said. “There’s a heck of a base out there. But you’re not going to do it with one phone call.”
[credit : http://www.nytimes.com/2009/04/23/business/media/23adco.html?_r=1]
TiVo, which allows viewers to digitally record programs and fast-forward through ads, is trying to sell ad spaces on its screens.
It is in a footrace with other companies, including Cablevision, Cox Communications and DirecTV, to offer interactive alternatives to the zapped-through television spots. The ads are called interactive because they ask the viewer to do something — enter in a new channel number, press a button on the remote — to get more information.
“In the last 18 months, the momentum has just lifted,” said Jacqueline Corbelli, the chief executive of BrightLine iTV, which designs interactive ads. “It’s started to become a staple of very large advertisers.”
In December, TiVo began offering ads that appear as a small piece of text when viewers pause a show. Advertisers can choose the specific show or genre they want their pause ad to appear on — Mercedes-Benz USA used it to promote a new car during football games earlier this year. TiVo also offers ads that appear when viewers fast-forward through shows. Advertisers that run regular 30- or 60-second spots can buy these, and when the viewer presses fast-forward, a static box appears. One for Tourism Australia shows a photograph of a girl on a beach with the text, exclaiming, “Don’t tell me I just skipped the Australia ad!” TiVo viewers are instructed to press the Thumbs Up button to see the ad and get more information.
Once a viewer interacts with its ads, TiVo can show them a video about the product, let them request more information or a coupon, or even let them configure a car with different colors and options. TiVo also sells ad space on TiVo Central, its home screen.
“By catching them at a time when they’re pausing the program, when they’ve finished with a program,” said Tara Maitra, vice president and general manager of content and advertising at TiVo, “the viewer’s main reason for being there isn’t being interrupted.”
TiVo is not the only company devising a solution to commercial-skipping. Cable and satellite companies, and technology providers like Microsoft’s Navic Networks, are also working on interactive ads.
The cable offerings vary by market. In Tucson, Phoenix, San Diego and Las Vegas, Cox Communications sells interactive spots, with graphics on top of commercials that direct viewers to vote or ask for more information using their remotes. In the New York metro area, Cablevision sells special video-on-demand channels to companies like Disney, which runs videos about its amusement parks and stars and a “talk to agent” button that is associated with the viewer’s phone number, provided by Cablevision; selecting it results in an immediate phone call from a Disney representative.
Time Warner offers some interactivity, too. Last September, the media company MPG ran a test for the insurance company American International Group with about 180,000 Time Warner subscribers in Hawaii. MPG, a unit of Havas, used Navic technology to send different ads to households with different demographics, and a banner sat on top of the ad as it ran, telling viewers to click a button on their remote for more information. Only 566 of the households interacted with the ad, said Mitch Oscar, executive vice president of televisual applications at MPG. But, he said, that number was promising.
“We’re doing branding spots anyway,” he said. “If advertisers are going to run commercials one way or the other, and we can add this element to it.”
For now, the cable company’s interactive offerings are largely limited to the two minutes of advertising an hour that each local operator sells. But Canoe Ventures, the consortium of the nation’s six largest cable companies, has announced it will make interactive request-for-information ads available by the end of 2009, and those will be available nationally.
The satellite providers, DirecTV and Dish Network, also offer interactive ads that can run nationwide — a recent Nike ad on Dish Network allowed viewers to zoom in to see a shoe, among other features.
Unilever, the consumer products company, which owns brands like Bertolli and Dove, has been aggressive in the interactive television space for the last couple of years, so much so that it held an “upfront” in the winter to book and negotiate for interactive television slots.
“What we love about it is, if you think about it, the remote control and DVRs have really been a marketer’s worst nightmare,” said Anne Jensen, brand-building director at Unilever. “What we’re doing with ITV is we’re actually making the remote control our friend.”
Last week, Unilever introduced an interactive campaign for Axe on DirecTV that had new interactive features. The campaign promoted Axe’s body washes for men, which come in four varieties, like “Shock,” to wake you up, and the exfoliating “Snake Peel,” so “if you’ve had a very questionable hookup you can scrub away the shame,” Ms. Jensen said.
The idea with this campaign was that “guys don’t really talk to each other about personal hygiene,” Ms. Jensen said. The interactive piece, designed by BrightLine, comes when the commercial’s host points to a space on the screen, and a button pops up that viewers can select for more information. Then, there are clips where Axe diagnoses what variety is appropriate for the viewer, and suggests pranks the viewers can play on friends.
Axe receives reports on how many people responded to the ads, what sections of the extra video they watched, and how much time they spent with the Axe material. “What’s nice is that this medium can be quite flexible in terms of how we optimize our campaigns and improve it as we go along,” Ms. Jensen said.
For all of the data and features that interactive ads offer, the fragmentation of the industry tended to scare off advertisers, said Craig Woerz, managing partner of Media Storm, an agency based in Norwalk, Conn., that has run interactive ads for clients like Magnolia Pictures and the Food Network.
“Advertisers and agencies love to take the easy way out, which is, I’m not going to look at this interactive stuff until I’ve got 90 million households, 60 million households,” Mr. Woerz said. “There’s a heck of a base out there. But you’re not going to do it with one phone call.”
[credit : http://www.nytimes.com/2009/04/23/business/media/23adco.html?_r=1]
Monday, April 20, 2009
Kodak Zooms In on Women
NEW YORK Kodak is using an arsenal of national media properties anchored by assets under the recently formed Women@NBCU banner to drive a value message for its fledgling printer and ink business.
The new campaign, which directly challenges some of the leading competitors in the field, uses a combination of branded integrations on properties including Bravo, Oxygen and iVillage, and, to a lesser degree, Nickelodeon. Print, online and TV spots drive viewers to a Web site, printandprosper.com, where users can compare ink prices with those from brands including HP, Epson, Canon, Lexmark and Brother. Those companies either declined comment or didn't return calls seeking comment on the Kodak campaign.
Leslie Dance, vp, brand marketing and communication at Kodak, said the company is targeting "ultra-high burners." Internally, said Dance, Kodak marketers profiled the consumers they're after as female, "40, feisty and facing frugality." These women, she added, are usually a family's "memory keeper."
Market research, Dance said, also showed that "by far the largest consumer dissatisfaction with home printers is the cost of ink."
Deutsch, the Interpublic shop that won the estimated $40-50 million media account (printer and ink) last November, approached NBCU about anchoring the TV portion of the campaign around the Women@NBCU properties.
Peter Gardiner, chief media officer at Deutsch, said the combination of platforms and properties within the Women@NBCU collection of assets and the network's ability to offer creative integrations appealed to the marketer.
The Kodak deal, said Maryam Banikarim, svp, sales marketing at NBCU, was "one of the first" major packages assembled under the Women@NBCU banner since the unit was formed last summer. Other deals will be unveiled soon, she said.
[read more : http://www.adweek.com/aw/content_display/news/agency/e3if46ca983d59bcb8f9fe55c5778f64bac]
The new campaign, which directly challenges some of the leading competitors in the field, uses a combination of branded integrations on properties including Bravo, Oxygen and iVillage, and, to a lesser degree, Nickelodeon. Print, online and TV spots drive viewers to a Web site, printandprosper.com, where users can compare ink prices with those from brands including HP, Epson, Canon, Lexmark and Brother. Those companies either declined comment or didn't return calls seeking comment on the Kodak campaign.
Leslie Dance, vp, brand marketing and communication at Kodak, said the company is targeting "ultra-high burners." Internally, said Dance, Kodak marketers profiled the consumers they're after as female, "40, feisty and facing frugality." These women, she added, are usually a family's "memory keeper."
Market research, Dance said, also showed that "by far the largest consumer dissatisfaction with home printers is the cost of ink."
Deutsch, the Interpublic shop that won the estimated $40-50 million media account (printer and ink) last November, approached NBCU about anchoring the TV portion of the campaign around the Women@NBCU properties.
Peter Gardiner, chief media officer at Deutsch, said the combination of platforms and properties within the Women@NBCU collection of assets and the network's ability to offer creative integrations appealed to the marketer.
The Kodak deal, said Maryam Banikarim, svp, sales marketing at NBCU, was "one of the first" major packages assembled under the Women@NBCU banner since the unit was formed last summer. Other deals will be unveiled soon, she said.
[read more : http://www.adweek.com/aw/content_display/news/agency/e3if46ca983d59bcb8f9fe55c5778f64bac]
Thursday, April 16, 2009
Time to Buy TV, Radio, and Internet Ads?
These days, you don't have to be an insomniac to come across television commercials for products like the "Snuggie" or "ShamWow." With advertising dollars scarce and large corporations cutting back on their marketing efforts, smaller businesses are reaping the benefits of significantly lower rates for ad buys they may have once thought were out of reach.
Prime-time TV slots are going for a 25% less than they sold for just last year, says Steve Cox, spokesperson for the Better Business Bureau. "The playing field for TV advertising is becoming more level, and small business owners can now take advantage of steep discounts for prime slots, as well as cut rates from PR firms and productions companies," he says.
J. T. Hroncich, managing director and principal of Capitol Media Solutions, a full-service advertising agency in Washington, says advertising rates are more negotiable than ever. "Before, some of these media companies didn't do business with firms with smaller budgets, but it's very easy to negotiate now with Web sites, television, and radio," he says.
More Eyeballs
In addition to more flexible rates, small businesses can get more bang for their ad bucks today because viewership is up, Hroncich says. "People aren't going out as much; they're staying home watching TV or looking at the Internet. So these venues are getting more impressions but they're charging less money" for their ads, he says.
But it's not always easy to persuade smaller firms to try new ad buys. "Companies like to stick with what they know best, but we're trying to get them to branch out and try electronic or interactive ads. If they even take 10% to 20% of their ad budgets and use that to see what results they can get with broadcast or Internet, they're liking these options they weren't able to get 6, 9, or 12 months ago when prices would have been double," Hroncich says.
Cox advises small companies to identify customer demographics when deciding where to advertise, rather than being biased by their own viewing habits. Advertising slots that have the most cost-effective reach may be on niche cable TV programming that reaches a particular geographic area or target audience, he says.
And while large corporations have budgets that allow them to run ads simply reinforcing their brands, small business ads should get viewers off the couch. "Small businesses need to have their phones ring or orders coming in at their Web sites" in order to determine that an advertisement is successful, Hroncich says.
They're Prepared to Haggle
Smaller firms do not have to spend a fortune on production costs for broadcast advertising, he says. And many media companies today are willing to take spots on a test basis, rather than lock advertisers in to six-month or one-year commitments as they have in the past. "These companies are looking to survive, so they're willing to do short-term campaigns without minimums, at discounted rates," Hroncich says.
A small company can contract with a freelance graphic artist or video production company to design its ads or hire an advertising firm to do both the design and placement of the ad campaigns. In some cases, Cox says, the media outlet will work with advertisers to produce the spots.
Entrepreneurs should be prepared to haggle over pricing, he says, being aware that it's better to run more spots at a less desirable time than to blow their ad budgets on one prime-time slot.
Hroncich says that businesses can get a week's worth of oft-repeated radio spots for $1,500 in many markets: "You'll either see results immediately or you won't, so you can see how it goes. Your rates may go up later, but by then you'll know if it's worth it."
Similarly, he suggests that his smaller clients try month-long banner ads on targeted Web sites or week-long ads on cable television. "Cable is cheap as opposed to broadcast TV and the cable viewers will be local. It may cost $1,000 to $2,500 to produce a cable advertisement, and you could air it for $25 or $50 a spot, depending on what time of day and what shows you're looking at," Hroncich says.
[credit : http://www.businessweek.com/smallbiz/content/apr2009/sb20090414_800224.htm?chan=technology_technology+index+page_top+stories]
Prime-time TV slots are going for a 25% less than they sold for just last year, says Steve Cox, spokesperson for the Better Business Bureau. "The playing field for TV advertising is becoming more level, and small business owners can now take advantage of steep discounts for prime slots, as well as cut rates from PR firms and productions companies," he says.
J. T. Hroncich, managing director and principal of Capitol Media Solutions, a full-service advertising agency in Washington, says advertising rates are more negotiable than ever. "Before, some of these media companies didn't do business with firms with smaller budgets, but it's very easy to negotiate now with Web sites, television, and radio," he says.
More Eyeballs
In addition to more flexible rates, small businesses can get more bang for their ad bucks today because viewership is up, Hroncich says. "People aren't going out as much; they're staying home watching TV or looking at the Internet. So these venues are getting more impressions but they're charging less money" for their ads, he says.
But it's not always easy to persuade smaller firms to try new ad buys. "Companies like to stick with what they know best, but we're trying to get them to branch out and try electronic or interactive ads. If they even take 10% to 20% of their ad budgets and use that to see what results they can get with broadcast or Internet, they're liking these options they weren't able to get 6, 9, or 12 months ago when prices would have been double," Hroncich says.
Cox advises small companies to identify customer demographics when deciding where to advertise, rather than being biased by their own viewing habits. Advertising slots that have the most cost-effective reach may be on niche cable TV programming that reaches a particular geographic area or target audience, he says.
And while large corporations have budgets that allow them to run ads simply reinforcing their brands, small business ads should get viewers off the couch. "Small businesses need to have their phones ring or orders coming in at their Web sites" in order to determine that an advertisement is successful, Hroncich says.
They're Prepared to Haggle
Smaller firms do not have to spend a fortune on production costs for broadcast advertising, he says. And many media companies today are willing to take spots on a test basis, rather than lock advertisers in to six-month or one-year commitments as they have in the past. "These companies are looking to survive, so they're willing to do short-term campaigns without minimums, at discounted rates," Hroncich says.
A small company can contract with a freelance graphic artist or video production company to design its ads or hire an advertising firm to do both the design and placement of the ad campaigns. In some cases, Cox says, the media outlet will work with advertisers to produce the spots.
Entrepreneurs should be prepared to haggle over pricing, he says, being aware that it's better to run more spots at a less desirable time than to blow their ad budgets on one prime-time slot.
Hroncich says that businesses can get a week's worth of oft-repeated radio spots for $1,500 in many markets: "You'll either see results immediately or you won't, so you can see how it goes. Your rates may go up later, but by then you'll know if it's worth it."
Similarly, he suggests that his smaller clients try month-long banner ads on targeted Web sites or week-long ads on cable television. "Cable is cheap as opposed to broadcast TV and the cable viewers will be local. It may cost $1,000 to $2,500 to produce a cable advertisement, and you could air it for $25 or $50 a spot, depending on what time of day and what shows you're looking at," Hroncich says.
[credit : http://www.businessweek.com/smallbiz/content/apr2009/sb20090414_800224.htm?chan=technology_technology+index+page_top+stories]
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