Martin Kovac » Contextual advertising

Is Video Advertising on the Move in US?

Martin Kovac — Tue, 19 Apr 2011 09:26:08 +0000

Based on the numbers provided by IAB, Video ad spending grew 39.6% in 2010. However video remains a small percentage of total US ad spending, with only 5.5% share in 2010.

Search and banner ads combined accounts for 70% of online ad spending in 2010.

Sponsorship was the fastest growing online format with 87.5% growth in 2010.

If we look at the most popular Pricing model, CPM is loosing pace to Performance based model.

For more information visit eMarketer.

2011 State of Search Engine Marketing – Survey

Martin Kovac — Tue, 01 Mar 2011 12:43:32 +0000

Search Engine Marketing Professional Organization (SEMPO) came up with the survey, which takes about 10 minutes to complete and is open to all marketing managers and professionals working in an agency or for an advertiser in an in-house corporate position.

The survey can be accessed at Econsultancy website:

Those taking part in the survey will receive a free copy of the report, which is normally priced at $350. The report, which will contain the latest valuation of the search marketing industry, will be published late March 2011.

The survey, which is relevant for advertisers and agencies, includes questions about:
- Search engine optimization (SEO / organic search)
- Paid search (pay-per-click or search engine advertising)
- Social media
- Search budgets
- Resources

To participate in this survey, just click on this link.

Six Valentine’s resolutions for online marketer

Martin Kovac — Thu, 11 Feb 2010 13:20:50 +0000

I should:

1. create and launch Valentine’s specific ad copy
2. research and add keywords related to Valentine`s day
3. don’t forget to use call to action keywords
4. create themed landing page
5. surprise customers with a gift
6. turn off Valentine’s campaign on Monday

Are contextual ads part of display advertising?

Martin Kovac — Mon, 18 Jan 2010 06:07:29 +0000

Contextual ads are closer to display ads that to search ads. Forrester Research decided
to break down status quo and removed contextual ads from the search bucket.
Here is the reason, why they did it:

I would add one other reason.
Role of contextual ad is to back up the search process. Provide more information about a product or service.
Contextual ads are often more branding type of advertising, than direct response advertising.
This is the reason they are closer to display advertising.

Contextual ads should have 26% share from display advertising in 2010.
Here is the Forrester`s forecast from 2009 till 2014.

Forrester`s – US Interactive Marketing Forecast, 2009 to 2014 can be found here.