martinkovac.com » Display advertising

Is the time of exposure the new metric for display advertising?

Martin Kovac — Tue, 30 Mar 2010 09:50:08 +0000

Ad network called World Web Network launched technology that measures the amount of time that a banner is visible on the page and the web surfer is active. Time is only tallied when the script detects a regular mouse-keyboard activity. After ten seconds of idle time, the tool will pause until activity returns, ensuring a reliable metric.

French company called Alenty created this technology. You can see live demo of their technology here.

If I were to buy banner advertising on CPM basis, I would definitely appreciate dwell rate time discounter, or to be billed based on the time of exposure.

Display advertising is still effective in Europe

Martin Kovac — Wed, 17 Mar 2010 13:58:23 +0000

We have all heard about banner blindness. Are low click rates evidence that display ad campaigns have not had any impact on consumer behavior? Or, does online display advertising work in a similar way to traditional offline advertising with multiple exposures over time being needed to effect a change in consumer behavior?

comScore released a new study examining the effects of display advertising in Europe.

The following results were observed when comparing the behavior of Internet users exposed to display ads with that of a comparable set of users who did not see the ads:

- Visitation to the advertiser’s web site rose by 72% on average

- Likelihood of consumers conducting a trademark search query using the advertiser’s branded terms increased by 94% on average.

“The results of these initial ad effectiveness studies we’ve conducted in Europe are rather provocative,” said Mike Shaw, comScore Director of Marketing Solutions. “They not only demonstrate a clear view-through value of online ads independent of Internet users clicking on the ads, but the resulting lifts in behaviour substantially outperform what we’ve seen in the U.S.”

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.