Archive for the ‘ Research ’ Category

Marketing and Media Ecosystem 2010

Key Initial Deliverables From Industry-Wide Study by IAB

iab-logoMore than 80% of marketers surveyed indicate consumer insights and behavioral targeting are major priorities, underscoring digital’s ability to understand the customer.
The findings also illustrate how the 18% of firms characterized as interactive leaders show distinctly different traits from non-leader firms, particularly around their willingness to embrace change.
The associated white paper, titled HD Marketing 2010: Sharpening the Conversation was written by Booz Allen Hamilton to summarize the preliminary findings from the first phase of the MME 2010 research. It discusses the key challenges faced by all firms as they embrace interactive media, and suggests core tactical steps needed to address those challenges and successfully reach customers in the new world.

pdf_icon Download the electronic version of Marketing & Media Ecosystem 2010 free of charge. 

pdf_icon Download the electronic version of HD Marketing in 2010: Sharpening the Conversation free of charge. 
Standards, Guidelines & Best Practices

In an effort to promote operational efficiency, accountability and effectiveness throughout the industry, the IAB provides a variety of resources to publishers, marketers, and agencies. These resources are formulated and developed by industry leaders in association with the IAB.
These resources deliver far reaching expert solutions that positively affect the interactive marketplace.

pdf_icon Download the electronic version of IAB Internet Advertising Revenue Report free of charge. 



Engagement Mapping

Microsoft Announces New Reporting Standard for Digital Campaign Performance

ms_masthead_ltrEngagement Mapping takes into account for the first time all the various online touchpoints and interactions a consumer experiences before an eventual sale.
“The ‘last ad clicked’ is an outdated and flawed approach because it essentially ignores all prior interactions the consumer has with a marketer’s message,” said Brian McAndrews, senior vice president of the Advertiser & Publisher Solutions (APS) Division at Microsoft. “Our Engagement Mapping approach conveys how each ad exposure whether display, rich media or search, seen multiple times on multiple sites and across many channels influenced an eventual purchase. We believe it represents a quantum leap for advertisers and publishers who are seeking to maximize their online spends.”
Value is assigned and measured on a real-time basis and takes into account the impact that recency, frequency, size and ad format (such as rich media and video) have on a consumer’s online path to action. Engagement ROI is designed to allow advertisers and publishers to manage their campaigns with greater insight and control than previously available through third-party ad serving.

pdf_icon Download the electronic version of Whitepaper free of charge.

‘Natural Born Clickers’ Study

Starcom MediaVest Group

logo_com_7603The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks. While many online media companies use click-through rate as an ad negotiation currency, the study shows that heavy clickers are not representative of the general public. In fact, heavy clickers skew towards Internet users between the ages of 25-44 and households with an income under $40,000.

Further preliminary Starcom data suggests no correlation between display ad clicks and brand metrics, and show no connection between measured attitude towards a brand and the number of times an ad for that brand was clicked. The research presentation suggests that when digital campaigns have a branding objective, optimizing for high click rates does not necessarily improve campaign performance.

“Natural Born Clickers shows us that we can’t count on click-through rate as our primary success metric for display ads; Starcom is more reliant on shifts in brand attitude metrics and analytics tying on-line exposure to sales as the true measures of online advertising efficacy.”
"Ultimately, judging a campaign’s effectiveness by clicks can be detrimental because it overlooks the importance of branding while simultaneously drawing conclusions from a sub-set of people who may not be representative of the target audience.”

powerpoint  Download the electronic version of Natural Born Clickers free of charge.

Google: The Hollow Echo of a Click

Google co-founder Larry Page announced the company was rolling out a new product that will allow its advertisers to pay only when they acquire a new customer.
Microsoft is also pushing beyond clicks. On Feb.25, the company unveiled an initiative that allows advertisers effectively to pay based on the number of people who watch a video, provide their e-mail address, or take some other desired action.


Accenture Global Digital Advertising Study 2007


DigitalAdStudyCoverThe findings of our Global Digital Advertising Study 2007 represent a resounding call to action for participants throughout the advertising value chain. The survey also shows that the challenges facing them should not be taken lightly.

Change is coming, and businesses will have to invest and change radically to get in or to stay in the game. But Accenture believes that the rewards will justify the effort. The long-term future of the advertising business — if we will even be calling it that a decade from now — is bright.



pdf_icon Download the electronic version of Global Digital Advertising Study 2007 free of charge.


Great Charts

Marketing Charts

Feb 15-08

Feb 7-08

Feb 26-08

Digital Outlook

Avenue A | Razorfish Corporate Digital

Avenue A | RazorfishThe Report examines where that digital spend is going. It provides direction on how marketers can align their organization to respond to the new digital environment, as well as a framework for effectively managing emerging channels and social media. And it gives you some interesting new insights into consumer behavior.

PDF Download the electronic version of Digital Outlook free of charge.

 Download the electronic version of PodCast: Digital Outlook free of charge.

Download the electronic version of Charts: Digital Outlook free of charge.

The Digital Design Outlook report examines design and user/consumer experience trends in the ever-shifting digital landscape. AAR has sketched out our vision of the next wave of digital design and innovation in a compilation of essays addressing relevant topics like digital identity 2.0, the mobile millennium, social shopping and the Semantic web. Digital Design Outlook also unveils their first-ever Digital Consumer Behavior Study, which provides insights into the digital consumer’s motivations, frustrations, and desires. Additionally, you’ll get a glimpse into the impact of personalization and emerging media has had on the future of brands.

PDF Download the electronic version of Digital Design Outlook free of charge.

PDF Download the electronic version of Digital Consumer Study free of charge.