Martin Kovac » Display advertising

Most Popular Display Ad Formats in CEE

Martin Kovac — Wed, 04 Jan 2012 14:18:13 +0000

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

gemius_admonitor_H1_2011

View more presentations from Gemius

Real Time Bidding Explained in 30 seconds

Martin Kovac — Mon, 26 Sep 2011 09:20:59 +0000

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 ☺

What is Real Time Bidding (in 30 seconds)

View more webinars from Dapper

Revival in Display Advertising in Europe

Martin Kovac — Thu, 22 Sep 2011 09:12:18 +0000

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.

Display Ads Lift Intent to Recommend a Product

Martin Kovac — Thu, 11 Aug 2011 08:28:13 +0000

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:

Source: eMarketer

The Seven Types of Effective Retargeting

Martin Kovac — Thu, 04 Aug 2011 13:59:24 +0000

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.

Source: iMediaConnection

Display Advertising Strikes Back in Europe

Martin Kovac — Thu, 09 Jun 2011 13:46:57 +0000

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.

Paid Search vs Display Advertising

Martin Kovac — Thu, 16 Dec 2010 15:13:01 +0000

eMarketer estimates US advertisers will spend $12.37 billion on paid search, compared with $8.88 billion on online display ads in 2010. Search will still get the most dollars in 2014, at $18.84 billion, but display will have closed the gap somewhat and reach $15.92 billion in spending that year.

The increase in display advertising will be driven partly by the dramatic rise predicted in online video advertising.

More information can be found on eMarketer website.

Banner Ad That is Hard to Ignore

Martin Kovac — Wed, 22 Sep 2010 11:31:29 +0000

Solve Media has created an ad unit for the so-called captcha unit, where users have to retype short phrases to show they are not robots. Instead of inputting a random phrase, users will be asked to type in a short ad message, such as “Browse Safe”.

In a long time, very innovative approach in display advertising. If you want to know more, here is the video explaining all details:

Solve Media from Solve Media on Vimeo.

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.”