Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Reaching Maturity in Digital

July 9, 2014 By Michael Froggatt
Get the Flash Player to see this rotator.
 

We see a lot of digital advertising data at Sizmek. I could spend all day slicing and dicing the engagement data different ways, and sometimes, I do.

From an ad marketing standpoint, benchmarks are an easy sell; agency and creative folks love to see how their campaigns stack up and to wow their clients with the numbers. And so we have put together an annual benchmark report for the past five years to give them the data to support that.

This time around I wondered how we could provide our peers with even more value out of our annual Benchmarks (now in their fifth consecutive year) from a strategic and industry perspective. So I downloaded every Sizmek benchmark report and stacked up the figures over time. Here are a few trends that emerged.

How Old Is That Format?
Over the years, we've seen the click through rates (CTR) of standard banners level off at around 0.10 percent. This is typical and widely reported in the industry. In the context of broader digital adoption, however, it only became predictable 10 years into the life of the format. Similarly, our first few rich media benchmarks varied widely from report to report, due to the relative adolescence of the format at the time.

Rich media advertisers reached maturity in about half the time that it took standard banners to do so. This development was fueled by standardized templates and industry bodies like the IAB. As a result of this maturity, we found that engagement metrics (including CTR, interaction rates, dwell rates, expansion rates and video metrics) increased moderately over last year across the board.

We expect rich media engagement rates across the board to either stay the same or increase, as the industry implements best practices more widely.

Taking this concept further, we expect maturity curves for new formats like interactive video and HTML5 to be even shorter than those of rich media.

All That HTML5 Hype
After a lot of hype in 2012, HTML5 finally achieved measurable amounts of served ads in 2013. Advertisers want to follow consumers to their screens, whether they're smartphones, tablets, TV or the web, so we expect them to fully embrace HTML5's multi-screen promise by 2015, if not the end of 2014. Of course, the format faces its own challenges, like fewer standardized templates and capable creative professionals than Flash. However, strong advertiser demand will drive the market sooner rather than later. The popularity of mobile apps, especially social media-based, will drive this even faster.

 

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: