WordStream compared in the infographic below the value of the world`s biggest online advertising moguls.
Some data are outdated, as Facebook now supports mobile advertising and retargeting through Facebook Exchange.
If you are lost and hardly understand acronym RTB, the infographic from Econsultancy can explain, which subjects take part in Real Time Bidding environment.
Real time bidding allows advertisers to set the price they are willing to pay to target specific users.
Are you using retargeting for your campaigns? If yes, are you using it correctly? TopRank wrote nice summary of SES Chicago presentation from Christopher Hansen and Marty Weintraub.
Retargeting Done Right:
1. Identify Your Best Content
The key to effective retargeting is finding what is already working in your marketing strategy.
2. Analyze Behavior
Similar to how retargeting works best on great content, it is also most effective when used on high quality, relevant traffic.
3. Look at Context
Specific customer demographics may be more likely to convert when consuming certain types of content. Make sure you are putting your retargeting money where it counts.
Retargeting Done Wrong:
1. Retargeting Bad Content
Content that isn’t working will not magically start converting through retargeting.
2. Being Creepy By Over-Retargeting
We’ve all been a victim of over-retargeting at some point. There is no hard and fast rule, but a good guideline is to set a limit of 5-7 impressions.
3. Not Effectively Regulating Your Retargeting Campaigns
Are you re-targeting customers who have already made a purchase? Or people who have filled out a complaint form? This is classic remarketing done wrong.
I encourage you to read full TopRank blog post on remarketing.
Gemius prepared a periodic report called gemiusAdMonitor. It presents a ranking of the most popular online ad formats and a wide range of indicators for display campaigns in the Czech Republic, Hungary, Poland, Slovakia.
What can be found in a standard gemiusAdMonitor report?
Most often used ad formats
Average number of impressions per creative for given ad formats
Average number of clicks per creative for given ad formats
Average CTR for most often used ad formats
Share of campaigns using specific ad formats
Share of campaigns by sectors
Share of ad impressions by sectors
Share of ad clicks by sectors
Average CTR for specific sectors
Average number of ad impressions per campaign by specific sectors
Average number of ad clicks per campaign by specific sectors
Most often used ad formats by sectors
In the first generation of exchange model, advertisers were able to buy impressions in buckets of 1,000 through an auction-based – static bidding system.
Static bidding means that you are paying a flat or fixed average rate for each of the impressions in that bucket.
Real Time Bidding is dynamic bidding at the impression level. This means that an ad buyer, through the platform of their choice, can differentially value each individual opportunity to buy an ad impression in real time.
Here is the slideshare presentation of RTB in 30 seconds. Just hit the Play button and don`t forget to turn on your sound ☺
Display advertising is back! That’s according to figures just released by IAB Europe that show a revival in digital Display in 2010. With an average growth rate of 21.1%, Display overtook Search advertising as the fastest growing online ad format in Europe. Video, mobile and social media all contributed to the powerful performance of Display.
Search, which has been the catalyst of online advertising growth in recent years, increased 15.6% in the same period across the 25 markets measured.
Online advertising market accelerating at a growth rate of 15.4% in 2010 – outperforming the overall European advertising market which grew 5.0% in the same period. Total online adspend was €17.7bn in 2010, compared to €15.3bn in 2009.
Central and Eastern Europe markets now represent almost a tenth (9.8%) of the total.
More information can be found on European Adex Report 2010.
“3MS” short for “Making Measurement Make Sense” is a project of the IAB, ANA and 4A’s, along with a an impressive list of backers, including Google, AT&T, Coca-Cola, CBS, Group M, ESPN, Omnicom, Microsoft, Starcom MediaVest Group, New York Times and others.
Goal of 3MS project is to create new standards for how digital advertising is measured, bought, sold and easily comparable to other media.
Few changes to be tested:
Redefining an online ad impression from any ad served to a screen to counting only impressions where at least half the ad is visible for at least a second.
Developing a third-party online audience-measurement system that can be used as a currency in media deals, akin to what TV, radio and print long have had.
Defining a common set of online display and video ad formats to give buyers a better idea of they types of inventory that exist and what value they should command.
Source: Advertising Age
Posted by Martin Kovac | Posted in Display advertising, Study | Posted on 11-08-2011
Display campaigns may not often get credited with the last click before a conversion, but their value as a branding tool continues to grow.
Users who view a display ad are nearly 24% more apt to recommend a product than those who have not viewed the ad, according to research from Lotame.
Entertainment products were almost three times as likely to enjoy a bounce from display ads than campaigns for other segments:
The most successful display efforts included expandable rich media, while flash banners didn’t perform as well, no campaigns in the study only deployed static banners:
Retargeting is the process of identifying an individual, who has done something you have defined, in order to determine who to target with an ad.
People at Chango came with great summary of 7 types of effective retargeting:
Retargeting off-site events – add new customers to your funnel who have not previously engaged with your site:
Search – Target individuals based on the searches they conducted on Google, Yahoo! and Bing.
Social – Target individuals who consume similar content to your existing customers.
Engagement – Target individuals who have interacted with distributed content (a custom Facebook page, an expandable video ad unit or an online game/application).
Contextual – Target individuals who have visited a partner site that shares a similar interest / topic to your own site.
Retargeting on-site events – help retain and convert existing customers that have already visited your site:
Site – Target individuals based on the specific products viewed, actions taken or actions not taken (such as abandoning a shopping cart).
SEO/SEM – Target individuals based on how they arrived on your site – use the inbound event to better customize messaging.
Email – Target individuals who are interacting with your email programs.
Posted by Martin Kovac | Posted in CEE, Display advertising | Posted on 09-06-2011
Display advertising enjoyed growth rates of 20% or more in many markets – both emerging and mature – during 2010. Above average growth rates were experienced in Ireland (31%), Spain (30%) and Russia (27%).
According to figures just released by IAB Europe that show a revival in digital Display in 2010. With an average growth rate of 21.3%, Display overtook Search advertising as the fastest growing online ad format in Europe.
Search, which has been the catalyst of online advertising growth in recent years, increased 15.1% in the same period across the 25 markets measured.
The markets with the highest online adspend in the report are UK, Germany, France, Netherlands, Italy and Spain (in that order). Together they account for 74% of the total online advertising market.
Central and Eastern Europe (CEE) markets now represent 9.8% of the total.