June 18, 2013
Online ad spending around the world is projected to grow by 13.4% to reach $113.6 billion this year, according to a revised forecast issued by MAGNA GLOBAL that takes a more bullish view of online spending this year than its previous forecast. Another new forecast, from ZenithOptimedia, projects a 15% annual increase in online spending between this year and 2015. Both groups see strong growth for social and mobile advertising around the world. Read more »
June 17, 2013
Research from comScore has shown that the average TV show is about one-quarter ads, while new figures from comScore indicate that online video ads accounted for just 2.6% of all minutes spent watching online video last month. The frequency of ads seen by online video ad viewers did spike last month, to an average of almost 100 - but how many ads will viewers tolerate in one sitting? A couple of recent studies take a look at this question, from the perspective of online video viewers overall, and according to the smaller subset that are mobile video viewers. Read more »
June 17, 2013
In light of recent data from comScore suggesting that a majority of display ads go unseen (at least per the 3MS standard for 50% of pixels in-view for at least a second), it's worth taking a look at viewability benchmarks according to PointRoll's latest benchmark report [pdf]. Covering 2012 activity, the data shows that viewability rates were lowest on shopping and auction (34.3%) and ad network (36.7%) sites, and highest on employment (68.5%), news (67%) and music and streaming media (66.1%) sites. Read more »
June 17, 2013
Americans who watched video ads in May seemed to have watched a whole lot of them, according to the latest Video Metrix figures from comScore. The data reveals that about 53% of the US population watched online video ads in May, relatively unchanged from April's 52.6%. But in May, those Americans watched an average of 96.5 ads each, up significantly from 81.6 the prior month. Back in January, the US population reached by online video ads viewed them slightly more than 58 times during the month. Read more »
June 14, 2013
Measuring and evaluating campaign effectiveness is the top challenge when running multi-screen video advertising campaigns, according to [download page] recently-released results from a Mixpo survey. The survey - of more than 300 industry professionals across agencies, media companies, and ad tech entities - indicated that perceptions regarding which metric is most important vary. While completion rate (with a rating average of 2.56, where 1 is most important) shows up as the most important metric, brand uplift (2.69) is close behind in value. View rate (3.14), click-through rate (3.18) and time spent viewing (3.43) also received some first place votes. Read more »
June 14, 2013
Quickplay Media has released a survey of 18-60-year-olds who watch live TV or video-on-demand (VOD) using one or more electronic devices (such as a smart TV, smartphone, tablet). The study results [download page] suggest that roughly three-quarters of respondents in the US would be motivated to use their devices more for live TV and VOD viewing on account of reduced cost, more content, and better quality of programming. About two-thirds would also watch more if there was less advertising. Read more »
June 13, 2013
Pulling data from thousands of campaigns and almost 300 billion impressions across a mix of advertisers and publishers, comScore says that 54% of ads are not in-view, according to a presentation given by VP of Marketing and Insights, Andrew Lipsman, at the Advertising Research Foundation conference (first reported by AdAge here). That's significantly worse than figures released by comScore last year, which estimated 31% of impressions to be not in-view. The latest figures are more representative of reality, whereas the earlier ones are more of a "best-case scenario," according to Lipsman. Read more »
June 13, 2013
About 2 in 3 in-stream video ad impressions come from 4 advertiser categories, according to [pdf] a new study from Google DoubleClick. Looking at video ads served on DoubleClick for Advertisers (DFA) and the Ad Exchange between March 2012 and March 2013, Google reveals that automotive (19%), retail (18%), technology (17%) and CPG (14%) brands led all others, with these categories chiefly the realm of large advertisers seeking branding opportunities. And it looks like that trend isn't going away: 2 in 5 video ad impressions in Q1 came from advertisers new to digital video, with the majority of those being large brand advertisers. Read more »
June 12, 2013
Around the world, consumers and marketers alike believe that traditional media such as newspapers and TV are better advertising sources than digital platforms such as websites, social media pages and blogs, finds Adobe in new data from its "Click Here: The State of Online Advertising" report. The new data builds on previous research conducted within the US (results covered here), by expanding into the UK, Japan, Australia, Germany, France, and South Korea and offering a global average from all the countries. But while consumers and marketers are in agreement that traditional media sources are better for advertising and more credible sources of information, consumers tended to rate traditional media higher, while marketers were comparably more favorable to digital sources. Read more »
June 11, 2013
Based on data collected from Social.com across upwards of 1 million ad units and 114 billion impressions during the first quarter, Salesforce has released a benchmark report [download page] examining the performance (and cost) of Facebook ads across unit types, industries, and geographic regions. The study shows that telecom (0.919%) and publishing (0.79%) brands are leading the charge in click-through rates (CTR), although telecom brands are paying significantly more on average per click than publishers ($0.34 vs. $0.22). On the other end of the spectrum, dating ads suffer from the lowest average click rate, of just 0.027%. Read more »
