Worth Reading

2009-12-15T10:09:00.000-08:00

Shea Park as an incessant reader, for 12 years averages 30-45 minutes of reading a day about online marketing, Brand Marketing, Web 2.0 etc. This holiday season I am reading the following.

Trust Agents
Steven Johnson's remarkable new book
"Where Good Ideas Come From: the Natural History of Innovation

Groundswell the book by Charlene Li & Josh Bernoff :
http://www.forrester.com/Groundswell/book.html
Groundswell blog

My dear Friend and Colleague Hollis Thomases
Hollis's Book: Twitter Marketing an hour a day.
Company WebAdvantage.net

The Chaos Scenario

by Bob Garfield (Author)

Hear2.com

Anything by Jason Falls:
http://www.socialmediaexplorer.com/

Shea Park
Wishing you and yours a great year!

Did your Online Display Campaign Fail or Succeed?

2009-11-02T09:26:00.000-08:00

How you view and define measurement metrics and each campaign's success is a key component to consider before answering this question and determining your next advertising strategy.

In 1994, the first banner ad ran on the world wide web and achieved a 75% CTR.
(History of 1st banner Wikipedia, See the 1st banner and Happy 15th Anniversary for digital advertising

Today internet banners or display ads receive less than .05% CTR.
A call out to and our empathy goes out to brand managers proving ROI from banner ads today.

We hope the perspective and shared resources below will help your overall campaign success and outcomes for 2010 Media Planning and Marketing Strategy.

Among many online marketers we find that measuring a campaign based on click rates only tells us part of the story.

Comscore 10/2009 reports from a study on March 2009:
http://www.comscore.com/Press_Events/Press_Releases/2009/10/comScore_and_Starcom_USA_Release_Updated_Natural_Born_Clickers_Study_Showing_50_Percent_Drop_in_Number_of_U.S._Internet_Users_Who_Click_on_Display_Ads
85% of the clicks come from 8% of the people.
" “Today, marketers who attempt to optimize their advertising campaigns solely around the click are assigning no value to the 84 percent of Internet users who don’t click on an ad."
While we remain innovative in our approach and do not blindly follow everything Comscore research reveals, we share report findings and suggest measuring display ads on a view thru metric alongside CTR metrics. And save Click Thru analysis for media tactics achieve above 2% rates.
To redeem campaigns once viewed as a failure and seeing how banner advertising delivers branding value, try using individual success metrics by each tactic. Or A/B testing on measurement.

You might be say 'you are an advertising agency, of course you feel this way"

Ad-Spark.com does not take a commission on media budgets - therefore we are impartial to promoting banner and display campaigns.

If a vendor or placement cannot meet clients goals, we will not suggest the tactic at the onset.

By measuring display ads on CTR, will not allow online marketers to see the full benefit display campaigns bring.
Try relying on other higher CTR media tactics to drive traffic and convert visitors and analyzing view thru rates on all efforts to see a fuller view of success rates.

Below are media tactics that we have found can result in high CTR's above 2%:

SEM/ PPC

Video Advertising

Rich Media/ Data Capture ads

Mobile Advertising

CRM: Permission Email marketing to your internal opt-in customers

Social Media, word of mouth marketing, Relationship Marketing

Advertorial, Contextual, ad Re-targeting, and Behavioral

PR and Article Marketing

Local Marketing on news and local information sites

Tying offline media, promotions, and events to online destinations & landing pages

Here are other helpful articles and white papers:

2009 Marketing ROI and Measurements Study
http://www.lenskold.com/content/2009mroistudy.html

Are web metrics telling you the truth? http://www.imediaconnection.com/content/24651.asp
Finding value beyond the click: http://www.imediaconnection.com/content.aspx?id=21957
Don't settle for any old ROI Article Highlights:http://www.imediaconnection.com/content.aspx?id=21940
>The predominant "last ad" standard isn't the most accurate means of measuring ROI.
>Nine out of 10 converters are exposed to ads from the same advertiser across two or more sites.
>To get a more sensible idea of ROI, find a solution that does the math for you

Improving Marketing Measurements, Operations, & ROI by Citrix Online US #2881

http://whitepapers.searchenginewatch.com/index.php?option=com_categoryreport&task=thankyou&title=6316&pathway=no&vid=1508

Let us know how you view your online banner advertising as a success or failure.

Happy Marketing ideas for 2010

Online Marketing Tips

Worth Reading

The Chaos Scenario

Did your Online Display Campaign Fail or Succeed?