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Tuesday, January 4, 2011

Advertisers Migrate From Print To Net

Posted by Primeads-Online Advertising Network

Confirming what many already suspected, a recent poll from LinkedIn's Research Network and Harris Interactive found that advertisers are spending less ad dollars on print newspapers in favor of online. The poll results are a dagger in the heart of America's beleaguered newspaper publishers.
The LinkedIn-Harris poll of 1,015 top executives at ad agencies and their corporate clients from June 22-June 30 found that while the number of advertisers using print and online are still roughly equal -- 88% and 92%, respectively -- the trend lines for the two media are headed in opposite directions.
Some 74% of advertisers that use Internet say they are using it more than they did one year ago, while 49% of advertisers that use print say they are using it less. Another 41% of advertisers that use print say their spending has remained steady with a year ago.
On the upside, 54% of advertisers that spend money online do so as part of a broader, multimedia campaign strategy, versus just 14% that only advertise online. The poll also had some good news for mobile advertising, which has struggled to find its footing in the U.S. market: 69% of advertisers that employ mobile advertising say they are using it more than they did a year ago, suggesting the medium has proven itself -- at least to marketers willing to try it.
Radio and TV are roughly even, according to the LinkedIn-Harris Poll, with the proportion of advertisers that use radio and/or TV exactly even at 46%. Both are also experiencing slippage, although not as much as print.
Among advertisers using radio, 46% say they are using it the same amount as last year, and 43% say they are using it less. Also, 48% of advertisers that use TV say their spending is even with last year, versus 38% that say they are spending less. Harris also found evidence of significant regional differences.
In the South, 57% of advertisers say they use radio, and 56% say they use TV, versus just 39% for each medium in the West.
The erosion of print media is bad news for newspapers, which have seen total print advertising revenues tumble from $10.5 billion in the first quarter of 2006 to $5.9 billion in the first quarter of 2009 -- the most recent data available from the Newspaper Association of America.
While conventional wisdom holds that newspapers are losing print ad dollars to the Internet, polls like the LinkedIn-Harris survey provide empirical evidence to prove it.

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Monday, January 3, 2011

Online advertising spending will keep growing

Posted by Primeads-Online Advertising Network

NEW YORK — Microsoft's unsolicited bid for Yahoo underscores the strength of online advertising — and the confidence the market has that the relatively new industry can withstand an economic downturn.
Originally valued at $44.6 billion and worth about $40 billion based on Tuesday's closing prices, the bid is a bold statement on the promise of online advertising.
"Forty-four billion dollars is a great testimonial to the great power of this marketplace," said Jarvis Coffin, chief executive of advertising distributor Burst Media Corp. "The market is saying, `I don't think we're in a bubble. We're in a period of intense growth that's going to continue to grow for more years.'"
According to the Interactive Advertising Bureau, U.S. online ad spending grew about 25 percent through the first three quarters of last year, compared with the same period in 2006. Growth is steady in terms of dollars, though the growth rate is slowing as the size of the pie gets larger.
And there's room for a lot more growth, analysts say, considering that by most accounts, the Internet accounts for less than 10 percent of all U.S. ad spending but more than 20 percent of the time Americans spend consuming media.
Ad spending on television — roughly 40 percent of the total — is about even with its consumption time. But the share of ad spending in newspapers and magazines exceeds their consumption time, said Elias Plishner, senior vice president for digital communications at the Universal McCann ad agency.
Thus, the Internet is likely to continue taking dollars from newspapers and magazines — even more so if an economic downturn reduces overall ad spending. Some spending might even shift from television if the writers strike continues and viewers start fleeing.
In addition, the Internet offers advertisers more tools than other media to track the performance of their spending, and technical improvements are leading to better targeting and thus higher fees.
"Let's assume a worst-case scenario, a decline in the number of advertisers," said Daniel Taylor, senior analyst at the Yankee Group. "They are willing to spend more because they are getting better responses. Revenue in the (online) industry is still likely going to go up."
And that growth is bound to happen regardless of whether Microsoft and Yahoo combine or stay independent, analysts say.
"I don't see how Microsoft and Yahoo coming together changes the landscape that dramatically for advertisers," said Sarah Fay, chief executive of the Carat ad agency. "There's still enough competition in the marketplace."
Advertisers can now buy ads from Google, Microsoft, Yahoo or Time Warner Inc.'s AOL for display on those companies' own sites or an affiliate's. Advertisers also can buy directly from a Web site like The New York Times or across a smaller group of sites like those from Conde Nast or Scripps Networks.
A Microsoft-Yahoo deal could shift money away from Google if advertisers no longer associate lucrative text-based keyword ads only with Google, said Chuck Richard, lead analyst at market research firm Outsell Inc.
"It suddenly wakes people up, `Oh, Microsoft does advertising,'" Richard said. "To me the goal is to make this Coke vs. Pepsi. Right now it's Coke vs. go thirsty. It's either Google or nothing."
Microsoft and Yahoo might succeed in bringing various ad formats and platforms under one roof, making it easier for advertisers to spend their dollars, said David Hallerman, a senior analyst with the research group eMarketer.
Even Google doesn't have that — at least not until it wins European regulatory approval to buy DoubleClick Inc. and integrates the online ad distributor's technologies. Google is relatively weak in display advertising and behavioral targeting — ads tied to surfing patterns rather than keywords. Yahoo and others have long been doing both.
Jonathan Sackett, chief digital officer with the Arnold Worldwide ad agency, said Microsoft is strong with desktop software and Yahoo in Web and mobile services. If somehow they could make all those platforms seamless, he said, advertisers could better reach consumers at the right time — such as through their cell phones while they're watching television.
But he said that will take time and money to marry the three screens — without any guarantee of success.
And that lag may render a combined Microsoft and Yahoo no more than an asterisk as the overall industry grows.
"You could argue whether or not Microsoft is putting too much hope into Yahoo," said Bob Davis, managing general partner of venture capital firm Highland Capital Partners. "I don't think you can put too much hope into whether there's too much in online advertising. We can debate and postulate about how fast it will grow but it will grow."

Copyright 2008 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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Print VS Online Advertising

Posted by Primeads-Online Advertising Network


Traditional versus cutting edge. Tried and true versus revolutionary. What has worked versus what will work.
The great print-versus-online-advertising debate has been raging in the healthcare industry for over a decade now. The fact that a consensus remains elusive is evidence of just what a sticky issue it is.
On one hand, the Internet is the future. According to a September 2010 study by the Pew Research Center, six in 10 adults use the web to find information about products and services. In fact, on any given day about 21% of adults look online for product info, up from 15% only a few years ago. That makes the web a prime environment to reach customers.
On the other hand, Internet advertising is in its infancy compared to print, and health professionals mustn’t appear too susceptible to hot new trends. After all, medicine is based on careful testing and consideration of long-term results. Healthcare advertising must therefore be carried out in a manner that reflects a discerning, respected company. Given the multitude of online ads that span from goofy to downright obnoxious, it’s easy to see why many providers are reluctant to stray from the traditional.
If you’re still stuck in the center of the debate, surrounded by a host of your healthcare peers, don’t fret. You’re about to get a tip that will provide some immediate clarity: Stop asking yourself the question ‘Should I use print or online advertising?’ The answer is yes. Both mediums should be employed if you want to attract new customers, increase sales, and encourage interaction with your brand. The real question is how to use paper and screen together, in harmony, to make your return on investment sing.
For starters, there are three main factors for health providers to consider when splitting marketing budgets between online and offline mediums: target audience, cost, and how tightly your business is tied to a particular geographic location. These factors will be unique for each health practice or business. In relation to these variables, each medium has its advantages. The following discussion provides an overview of those advantages, and can serve as a starting point for planning your print and web ad campaigns.
Online Advertising
Reach a wider audience: Your brand needs to be seen for your business to grow, and nowhere are there more eyes than on the Internet. Further, while the web audience is growing, print is not — and while newspapers are tossed after a day, and magazines after about a week, the Internet is available 24/7 to millions of users.
Ease and immediacy: This applies to both the advertiser and the customer. Online ads are easy to update or edit, and the latest version is instantaneously displayed, so no more waiting for the next print cycle of paper or periodical. For customers who want to learn more after seeing an online ad, the information is only a click away. Print ads, on the other hand, require the customer to take extra steps to learn more. Often, that allows just enough time for interference (phone rings, email chimes, boss calls a meeting), and the opportunity is lost.
Target your ads for your audience: Outstanding demographic accuracy is one of the single greatest advantages of web advertising. By placing ads on related sites or with relevant search results your viewers are more likely to have an existing interest in your products or services. Beyond that, online ads can include dynamic content (content that changes based on preset parameters such as the viewer’s location, gender, or time of day they’re online) so that your ad speaks directly to the customer who’s looking at it.
Lower cost: In general, online advertising is less expensive than print. In addition, some web ads only incur a charge when a customer clicks a link or visits a page that contains your ad.
Easy to track: A famous quip about TV ads says, “50% of advertising works, we just don’t know which 50%.” This isn’t an issue with online advertising, which allows efficient analysis of ad effectiveness by tracking viewer responses.
Offline (Print) Advertising
More personal: No matter how big the Internet gets, never underestimate the power of a well-done and well-placed print ad, postcard, brochure or flyer. Healthcare is a personal business, and a personalized letter or postcard adds a nice touch.
More memorable: This isn’t an absolute, but some studies have found that subjects remember the content of print ads better than online ads.
Target your community: For brick-and-mortar businesses, print ads are an ideal and inexpensive way to target specific neighborhoods. Use direct mail, flyers or postcards – sent to new and current clients – to introduce new services or special offers. Place brochures at nearby (noncompeting) businesses, and distribute them at events and conferences.
Not dependent on a web connection: It’s easy to forget, but not everyone has access to the Internet all the time. With print ads, you can reach customers who lack access at home, or in places where access is limited, such as on airplanes or even in your own lobby.
A business-to-business standard: Key decision-makers at companies want something to hold in their hands while deliberating during board meetings, or to pass around to other top executives as they compare your company with the competition, so for much of B2B marketing print is still king.
No doubt, cataclysmic changes in technology and communications have expanded the ways companies can reach customers. But just as one treatment won’t work for every patient, your customers will respond differently to different methods of advertising. Successful marketing programs therefore need a mix of print and online elements to bring maximum benefit.

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Online Advertising and Internet Marketing

Posted by Primeads-Online Advertising Network

There are so many things which can be included in Internet Marketing like social networking, online newsletters, affiliate marketing, online marketing, email marketing, internet advertising etc. Ecommerce and Internet Marketing have become popular with every passing day as ever increasing number people have gotten internet access and they are using it.

Internet marketing schemes have been around since the invention and creation of world-wide network. As Web sites have been developed in an online business aimed at increasing revenue for traditional brick and mortar business, it is important and popularity of Internet marketing has become a dominant force in the industry, and email marketing is a critical component for successful online marketing portfolio.
Email marketing tool in your overall online and offline marketing portfolio. Email marketing allows you to distribute information about your company’s products or services to thousands of recipients with a click of the mouse key. To be fair, if you want to successfully and anti-spam campaign, it will take some planning, design and organization to provide e-mail marketing campaigns are optimized to achieve success. Email marketing is, of course, the limited size of the advertising budget, but is one of the most cost effective methods of advertising you’ll find.

Internet advertising is the paid form of communication about the organization, its products and services are determined and are usually paid by the sponsor. Internet marketing and online advertising have been designed to replicate the existing advertising, which was designed for traditional stores advertising that included print media, as well as multimedia advertising, including television and radio. In connection with the expansion of the Internet and realize the potential impact on customer sales base and revenue, online advertising was born.

Banner advertising is simply a form of advertising on the Internet, where Web developers to embed ads into Web pages. The idea is that banner ads will attract the attention of site visitors and they click on an ad to get more information about our products or services advertised. Add a flashy ad interactivity completed online experience, where advertisers are often interactive and entertaining advertisements disguised as videos, games and other interactive content, all with the ultimate goal of production increased web site traffic and online sales. While the media may be a banner from the future, it is still a long way to replace the traditional banner advertising.

Internet advertising and marketing has matured and become fairly well refined. Most dynamic and revolutionary changes in the development of online advertising and are now seeking to improve existing methods of advertising, to bring maximum return on marketing investment company. Technology, population growth and increasing the number of households with broadband Internet access prompted the development of technology in the world of online advertising, generating billions of dollars in sales annually. The use of online advertising as a major advertising within corporations ahead of traditional media advertising.

The potential for the development of innovative and unique advertising, which attract potential customers in virtually limitless particularly through the powerful means of electronic mail. As the Internet grew in size and popularity, the amount of money spent on online advertising has increased, as well as a desire to develop a variety of cost-effective methods of advertising which promised high returns for low investments. This is where e-marketing fits into the overall picture. This large volume, high potential for returning to a very low cost, there are some risks with it, such as spam and blacklists.

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