NEW YORK (AdAge.com) -- Don't be surprised if the next time you're shopping on Target.com, Walmart.com or any other major retailer, you see ads -- sometimes for competing stores.
We've been waiting for this: A study by Outsell, to be released Monday, reveals that U.S. advertisers are spending more this year on digital media than on print. Long predicted, this Madison Avenue milestone has finally arrived thanks to a 9.6% boom in digital advertising in 2010.
Only half of the brands that purchased Super Bowl commercials - $3 million per :30 - have been turning to Facebook to build social media buzz leading up to the game.
Remarketing, or a form of online targeted advertising where ads are delivered to consumers based on previous internet actions that didn't result in conversions, is the most underutilized online marketing technology. This was a key finding from a recent joint survey of online marketing professionals by Advertise.com, a search and display advertising platform provider, and SEMPO, the Search Engine Marketing Professional Organization.
Thirty-four percent of respondents to a recent survey have used search engines to find information on products, services or brands after seeing advertisements on social networking sites.
U.S. internet advertising revenues fell to $10.9 billion in the first six months of this year, a 5.3 percent decline from the same period in 2008. This finding comes from the IAB Internet Advertising Revenue Report, released by the Interactive Advertising Bureau and PricewaterhouseCoopers.
"Typically pay-per-click managers who promote a nationally available product or service only run a nationally-targeted campaign. But they are missing a huge opportunity to serve relevant ads for local search queries. With increasing competition in the SEM industry, advertisers are looking for more ways to optimize their campaign. By implementing geo-targeting for a National campaign, you can get ahead of the competition, become more relevant to your audience, and also take your advertising dollars further."
— Aug. 17, "How To Geo-Target a National PPC Campaign," posted by Carrie Hinkle, PPC Hero
Marketers spend a lot of time today deciding how much to spend on their future online marketing efforts. They also work to determine how their marketing efforts will factor into consumer spending patterns across product categories and demographic segments. One way to come up with a clear-cut plan is to ask yourself crucial questions, suggested Gian Fulgoni, chairman and co-founder of comScore, during a session at the Internet Retailer Conference & Exhibition in Boston this week. He offered attendees seven such questions.
For garnering conversions, search engine optimization, pay-per-click and e-mail tactics are the three most effective tools. Meanwhile, ad networks and video ads are among the least effective.
Sixty-five percent of respondents to a recent survey said they pay most attention to behaviorally targeted ads. These are ads based on shoppers' aggregated online behavior gleaned from the sites they visit and reflective of their specific interests. Thirty-nine percent of respondents, on the other hand, said they pay most attention to contextually targeted ads, which are ads that are directly related to their online activity. This is a 10 percent decrease since 2007.