‘Viewability’ Better Than Clicks To Measure Online Ads
Continuing to lose face among marketers, new research shows that clicks and total impressions are far from the best way to measure online conversions.
Rather, new findings from comScore and Pretarget — both of which market ad targeting services — show a stronger correlation between ad “viewability” and hover time, and conversion rates.
The findings indicate that the traditional way of buying mass impressions and hoping for conversions, i.e., “spray and pray,” is not the most effective approach, according to Kirby Winfield, senior vice president, corporate development at comScore.
“It once again demonstrates the perils of relying on click-throughs for measuring the performance of display ad campaigns, with this metric showing virtually zero correlation with total conversions,” Winfield said.
To arrive at these initial findings, the “intent targeting” specialists at Pretarget analyzed 263 million impressions over nine months across 18 advertisers in numerous verticals. Pretarget then used comScore validated Campaign Essentials to collect “viewability,” and hover data and a DSP to collect click and cookie-based conversion data.
Read more: MediaPost
With New Video Portal, AOL Puts The ‘On’ Back In America Online
Sometimes, what’s old is new again. AOL, whose robust content syndication strategy has helped distance itself from its aggregator past, is once again touting itself as a portal – this time for all things video.
The new hub, dubbed “AOL On,” was dubbed Tuesday evening during its portion of the digital “NewFront” to advertisers, agencies and the press in New York City.
With big acquisitions like The Huffington Post and 5Min Media, AOL had been focusing on spreading its influence to other sites and syndicating content around the Web. Now, it seems, the company wants to bring those eyeballs back.
With AOL On, the Web giant is bringing its entire video offering under one umbrella. AOL On is comprised of 14 discrete channels and more than 300,000 videos, including a new slate of seven original Web series (also something the company has tried in the past), and some 1,000 publisher content partners.
Many of the publishers have been part of AOL’s 5Min syndication network, and while their video programming will continue to be syndicated through that platform, they will for the first time be organized around a single destination.
Read more: MediaPost
Adnxs (AppNexus): What is it and what does it do?
What is adnxs.com?
Adnxs.com is run by AppNexus, a company that provides technology, data and analytics to help companies buy and sell online display advertising.
The technology it uses can plug into other advertising serving platforms, such as Google’s Doubleclick, and “data aggregators”, such as Quantcast, which provide behavioural targeting. In essence, this makes AppNexus an an “advertising exchange for advertising exchanges”.
AppNexus offers a number of different services, including:
Ad exchange An auction marketplace where advertisers can bid for ad slots on certain websites.
Data aggregator/supplier The company collects data from a range of online and sometimes offline sources and provides data to advertisers directly or via its exchange.
Demand-side platform Technology provider that enables advertisers to buy ad inventory from other ad exchanges.
Read more: theguardian
How to Manage Your Brand’s Social Life
Consumers are investing serious amounts of their time in social-media platforms, with 16.6% of all online minutes now spent on social networks. With so much focus on social as a marketing tool, it’s worth stopping and mapping out a smart social strategy. A new Ad Age Insights report, “Managing Your Brand’s Social Life,” aims to help brand managers plan for which platforms should get the investment of limited staff and time, what to consider when creating internal social-media guidelines, whether to handle social media in-house or outsource it and what measures a brand should be looking for to get at return on investment. You can measure the ROI of social media, but it may not get you far.
“There is definitely a quantifiable ROI, but the truth of the matter is that it’s very difficult to measure ROI within social media,” said Edelman Digital Senior VP Michael Brito. If a straightforward numbers game is what you’re after, Olivier Blanchard, author of “Social Media ROI” notes that the ROI numbers game remains the same: “It’s still purely a financial measure.” But, he adds, “engagement is not a measure of ROI. There’s no way to actually calculate the relationship between a dollar investment in a particular activity and the number of likes.”
Read more: AdAgeDigital
Alloy Digital Acquires Leading Digital Women’s Lifestyle Media Network and Publisher B5Media
NEW YORK, April 20, 2012 (GLOBE NEWSWIRE) — Alloy Digital, a leading creator and distributor of media and entertainment for the 12-34 demographic, today announced that it has completed the acquisition of B5Media, one of the fastest-growing female-oriented lifestyle digital publishing and media networks.
B5Media’s websites include award-winning TheGloss.com, Crushable.com, Blisstree.com, Mommyish.com, and TheGrindstone.com, featuring content focused on fashion, beauty, wellness, career, relationships, parenting and entertainment. The B5Media network, which has distinguished itself through honest, intelligent and relatable content, reaches females 14-34 and boasts a combined audience of more than 4 million monthly unique visitors.
The B5Media sites join Alloy Digital’s top ranking network of owned-and-operated web properties, including Gurl.com, Teen.com, and Smosh.com, which is also one of the top-three most subscribed to channels on YouTube.
Alloy Digital is the largest media and advertising network of young adult targeted websites, attracting more than 70 million consumers each month and reaching over 43% of P12-34 internet users. The network holds its position as a top-10 video network delivering several hundred million streams monthly and has ranked at top of its category for more than three consecutive years running according to industry measurement leader, comScore.
Read more: GlobeNewswire
Does Everyone Hate Banner Ads?
Whether you’re in advertising or not, at some point, everyone has been a banner ad hater. From a loud auto-initiated video at the office to an inundating takeover by Taylor Lautner – one that mysteriously became the background of my iPad and then wished me a “Happy St. Patrick’s Day” – we’ve all been victims of an unwanted, unwarranted, or irrelevant banner ad. Even when I tell people what I do, and mention online banner ads, their faces typically show a mild tolerance for the topic. Or they say flat-out, “I hate pop-ups.”
EMarketer estimates spending on U.S. online advertising will grow by nearly a quarter in 2012. However, banners’ projections are below average for the category. And they’ll continue to grow at a slower pace than other forms of online advertising such as paid search, video, and mobile. While banner click-through rates continue to decline, marketers are working to find more ways to validate that banner messaging resonates with consumers, from engagement to direct response metrics.Guess what? The secret is out: blasting billions of untargeted impressions to the masses and tracking latent activity is not an effective form of advertising – at least to some of us it is.
According to comScore Ad Metrix, AT&T, which has been the leader in advertising impressions for the last several years, served nearly 106 billion impressions in the U.S. during 2011. What’s more, the number of advertisers who served over 3 billion impressions in Q4 2011 increased from 24 to 46, compared to the same quarter the previous year. But let’s put this in context. EMarketer reported 231.9 million online users (18+) in the U.S. last year. So, if every adult watched an AT&T ad an even number of times, then it would have been seen an average of 456 times during the year. Yikes! Apparently we have a ways to go in shifting the paradigm.
Read more: ClickZ