Dedicated Media Ranks #42 in Latest comScore Ad Focus Rankings
In the latest comScore Ad Focus Ranking, Google Ad Network led February with a reach of 92.3 percent of Americans online, followed by AOL Advertising (84.6 percent reach), Yahoo! Sites (84.6 percent) and Yahoo! Network Plus (84.1 percent). Dedicated Media ranked #42 (29.4%) and continues to climb the rankings.
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Group Buying Industry projected to grow 138% in 2011
The group buying industry has sprung out of nowhere over the past two years. A new report (embedded below) by daily deal aggregator Local Offer Network puts the U.S. gross revenues across the industry at $1.1 billion last year, and estimates gross revenues will grow 138 percent to $2.7 billion in 2011.
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Online Video In The Automotive Shopping Experience
In the wake of Chrysler’s and General Motors’ bankruptcy announcements, I have found myself thinking about the automotive industry more than usual lately. These restructurings will have massive reverberations across not only the automakers themselves, but dealers, suppliers and many other significant pockets of the global economy. including our own industry. Here’s hoping that all of those affected come out of this stronger than ever.
The automotive makers were early adopters of online video, from adding functionality to their Web sites to leveraging in-stream advertising. In fact, some of the best video executions out there are from the auto makers. Examples include the Hyundai Genesis Coupe and Audi A5 microsites — truly excellent work.
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Behavioral Targeting Is Pure Gold
According to the latest research by the National Advertising Initiative, the eggs are more golden than ever. In its first-ever study of the pricing and effectiveness of behaviorally targeted advertising, data from 12 major ad networks showed that such marketing garnered 2.68 times as much revenue per ad as its non-targeted “run of network” cousin.
And fascinating enough, the relative cost of behavioral targeted ads was 2.68 times as much as standard ads — CPM of $4.12 vs. $1.98.
A smaller subset of survey respondents displayed conversion rates of 6.8% for behaviorally targeted ads, compared to 2.8% for run-of-network ads.
Increasing from 16.2% in the first quarter to 19.4% in the fourth, behaviorally targeted ads averaged 17.9% of advertising revenue for the networks in 2009. More than half — 54.6% — went toward the purchase of inventory and was shared with publishers.
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