Advertising v3.0 by Chris Schaumann: Research

ANA Insights

Sat, 23 Aug 2008 12:18:31 GMT

(5 million terabytes represent around 9% of the world's information - Google)

Free Downloads

Sat, 23 Aug 2008 02:50:12 GMT

In case you haven't noticed my publicly available "Windows Live Sky Drive" to your right:

Every time I come across an interesting whitepaper, research, flow-chart, concept, presentation or podcast, I upload it here for you (today: 119 Items):

(Branded) Content is King

Fri, 22 Aug 2008 03:42:43 GMT

Online Publishers Association

Online Advertising Effectiveness Gets Significant Boost from Branded Content; Online Publishers Association Analysis of Independent Data Shows that Branded Content Sites Consistently Provide Greater Impact than Industry Norms, Portals and Ad Networks.

Branded content sites are particularly effective at improving two of the most difficult metrics to impact: brand favorability and purchase intent. When it comes to brand favorability, branded content sites provide a 29% improvement over average online advertising performance in MarketNorms. For purchase intent, branded content sites provide a 20% improvement. With both measures, there is an even greater bounce among affluent audiences. Branded content sites are 24% more effective than overall MarketNorms at impacting purchase intent among those with household incomes of $75,000 or greater.

"Nearly all forms of online media have an important role to play throughout the purchase 'funnel,'" Horan continued. "But branded content sites have a notably greater impact at the points where consumers are establishing brand preference and making purchase decisions.

Download the electronic version of Ad Effectiveness Study free of charge.

Internet Trends

Mon, 11 Aug 2008 08:44:36 GMT

Morgan Stanley - Institutional Services

Various Technology & Internet Trends presentations, including the latest Trend presentation form June 2008.

Download the electronic version of Technology Trends free of charge.

The Globalization Index 2007

Mon, 11 Aug 2008 08:29:59 GMT

Foreign Policy

An advanced highway system is often credited for the rise of the Roman Empire; goods, soldiers, and tax revenues could move across great distances at remarkable speed for the age. But if all roads once led to Rome, today’s Internet superhighway leads to the world’s most open countries. More-globalized countries tend to have more international Internet bandwidth, a measure of the size of the “pipe” through which e-mail and Web pages cross borders.

State of the Internet

Mon, 11 Aug 2008 08:25:33 GMT

Akkamai Quarterly Report

Starting with the January to March (1st quarter) 2008 time period, Akamai will be publishing a quarterly “State of the Internet” report. This report will include data gathered across Akamai’s global server network about attack traffic and broadband adoption, as well as trends seen in this data over time. It will also aggregate publicly available news and information about notable events seen throughout the quarter, including Denial of Service attacks, Web site hacks, and network events.

Download the electronic version of State of the Internet Report free of charge.

Visualizing Global Web Performance

Mon, 11 Aug 2008 08:21:55 GMT

Akamai

Continually-updated visualizations provide a picture of global Web traffic, viruses/attacks, the speed of data moving between major cities, and the volume of data and users on the Akamai platform (20% of the world's Internet traffic).

e-Readiness Rankings

Mon, 21 Jul 2008 06:01:18 GMT

EIU Media Directory

Economist Intelligence Unit e-readiness rankings 2008
2008 e-readiness rank (of 70)	2007 rank	Country	2008 e-readiness score (of 10)	2007 score
1	2	United States	8.95	8.85
2	4	Hong Kong	8.91	8.72
3	3	Sweden	8.85	8.85
4	9	Australia	8.83	8.46
5	1	Denmark	8.83	8.88
6	6	Singapore	8.74	8.60
7	8	Netherlands	8.74	8.50
8	7	United Kingdom	8.68	8.59
9	5	Switzerland	8.67	8.61
10	11	Austria	8.63	8.39

Predicting the Web

Mon, 30 Jun 2008 05:32:46 GMT

Predictions: Software & Web | The Industry Standard

Online Ad Price Index

Wed, 18 Jun 2008 05:53:26 GMT

PubMatic

The PubMatic AdPrice Index is a broad-based measure of ad network pricing information. It is based on anonymous data from over 3,500 publishers who work with PubMatic for ad network and layout optimization services.

The June PubMatic AdPrice Index indicates that the sputtering economy is still having an affect on the overall monetization of online advertising, while certain verticals, especially social networks and gaming, had a significant upswing in ad pricing.

The biggest surprises this month came from the social network and gaming verticals. Social networks showed a very sizable 66 percent average eCPM increase going from 19 cents in April to 32 cents in May. While this is an increase from April, this is still not back to as high as the March average. Gaming also experienced a strong surge, with the vertical's average eCPM increasing 51 percent. In April, the gaming average eCPM was 66 cents and in May, the average eCPM was $1.00.

Key Findings

Download the electronic version of AdPrice Index - June 08 free of charge.

Search Advertising Research Best Practices

Wed, 18 Jun 2008 05:24:10 GMT

Microsoft Advertising

Audience Intelligence is critical to developing and managing a successful search marketing campaign.

Validating assumptions about your keyword list and audience profile is the critical difference between success and potential failure
Predicting user behavior gives the marketer the insights to make strategic decisions and helps to improve ROI

Microsoft adLabs is developing advanced tools to better understand how to effectively aggregation keyword lists:

Context-based Acronym Resolution: expand acronyms and abbreviations based on related search keywords
Keyword Group & Mutation Detection: given a word or phrase, find a set of similar words. Detect frequent misspellings or alternative spellings of the same keyword in search query logs
Search Result Clustering: Cluster a set of documents, such as search results, into semantically related groups in real time

Download the electronic version of Research: Best Practices free of charge.

Engagement: A New Approach

Tue, 20 May 2008 07:51:59 GMT

YouTube - Forrester Research: Engagement: A New Approach

Excerpt from Forrester's Marketing Forum 2008. Forrester Research Senior Analyst Brian Haven says the four I's - involvement, interaction, intimacy, and influence -- provide a framework for better understanding and measuring engagement with your customers.

Never ending friending

Mon, 19 May 2008 08:26:04 GMT

MySpace.com - www.myspace.com/neverendingfriending

Social networking is a quantum change in how we interact – with each other, with bands and brands, and with the entire media landscape.

Users recognize social networks as the best venue for the dance of attraction, connection, and retention that’s better known as “relationships”.

Future Shapers, those leading-edge consumers whose behavior tends to be a signpost for what’s to come, are showing signs of embracing activities like watching TV within social networks; visiting outbound links; and learning more about social marketing messages.

Both B2C and C2C co-exist and generate benefit for the brand, but until now, we have lacked a framework to analyze the value creation, forecast it and manage it. The work with EA and adidas on MySpace has validated many of the hypotheses, including demonstrating that SN marketing can enhance the nature of the product and build consumer advocacy.

Re-think the media mix to leverage the benefits of SN and the Momentum Effect
Design ways to unlock or activate the Momentum Effect, using the following guidelines:

Understand that your brand is a persona

Give them a reason to talk about the campaign

Give consumers a chance to realize their dream

Download the electronic version of SN Research Findings free of charge.

Revenue Grows 8.6%, Propelled by Digital

Fri, 09 May 2008 03:23:00 GMT

Advertising Age - Agency Report 2008 Index

Revenue for U.S. agencies -- advertising, marketing services and media -- jumped 8.6% in 2007 despite a tepid ad market. And for that, you can thank digital. While it comes as no surprise that revenue at digital specialty agencies rocketed last year (up 26.8% in the U.S.), it's clear that digital services have become a way of life (or a way to avoid death) for agencies of all disciplines. In fact, U.S. ad agencies reported an average 10.2% of revenue from digital in 2007.

The Big 4 ad firms -- Omnicom Group, WPP Group, Interpublic Group of Cos. and Publicis Groupe -- last year generated 12.3% of worldwide revenue from digital services.

Download the electronic version of Agency Report free of charge.

Download the electronic version of Agency Family Tree 08 free of charge.

Global Advertising Spend Growth

Thu, 01 May 2008 03:32:20 GMT

Carat Forecast

Carat has issued revised forecasts for global advertising expenditure in 2008. For the first time, Carat has also published forecasts looking to 2009.
2009 is predicted to see advertising growth of 4.9% worldwide, with the fastest-growing regions set to be Asia Pacific and Latin America, with strong increases predicted for India, Indonesia and Argentina, at 21.2%, 22.3% and 15.0% respectively.
Segment-wise, the strongest growth remains in digital, at 23.3% for 2008, although it is expected to slow somewhat to 18% in 2009.“Digital’s success story continues. We predict it will approach a 10% share of all global ad spend in 2009."

*Global year on year % growth at current prices*
	2007a	2008e	2009e
TV	4.4	7.2	5.5
Newspapers	-0.6	-0.1	-0.3
Magazines	5.1	3.7	3.7
Radio	1.8	4.4	3.1
Cinema	17.7	16.5	15.4
Outdoor	5.5	6.7	6.9
Internet	27.2	23.3	17.8

Unsurprisingly, the internet is delivering the fastest increase of all the sectors, with digital growth in double-digit in all regions. Of particular note are China with 56.0% growth anticipated in 2008 and Russia with 46.3%. The fast growth rates of recent years are expected to moderate slightly but still show double-digit growth: digital in 2008 and 2009 is forecast to grow at 18.0% and 15.3% respectively in North America; 28.7% and 16.2% in Asia; and 27.5% and 22.9% in Europe.

Download the electronic version of Research Paper free of charge.

Overlap’s Impact on Reach, Frequency and Conversions

Thu, 24 Apr 2008 02:16:14 GMT

Atlas Solutions - Online Advertising: Advertiser and Publisher Ad Serving Solutions

Over half of a campaign’s users see ads across multiple placements, and a third of users see ads across multiple publishers.

This research indicates that, while a minority of users are reached across multiple sites, they consume media at a much higher rate than the users exclusively reached on single sites. Moreover, this overlapped group is often responsible for the majority of conversions.

It is critical to understand the drivers of overlap and keep these findings in mind:

Measure the overlap in every campaign
Maximize overlap for branding
Manage overlap’s impact on frequency
Keep buys that deliver targeted reach

Download the electronic version of Study free of charge.

World Internet Spend

Sat, 19 Apr 2008 12:38:39 GMT

Silverlight Showcase

Tapping the Minds of Consumers

Sun, 13 Apr 2008 05:55:01 GMT

International Herald Tribune

The effort to add to traditional advertising research techniques the tools of biometrics - measuring brain waves, galvanic skin response, eye movements, pulse rates and the like - is increasing.

Of the 19 Cannes and Effie honorees [measured by EmSense], 15 demonstrated "speed of engagement" that far outweighed the average commercial. "Typically, a spot engages with viewers in 5 to 7 seconds," she said. "The Cannes and Effie ads engaged, whether emotionally or cognitively, in 1.5 seconds."

"What we are really trying to measure and understand better is what consumers are engaged... The simple fact is the brain makes behaviour," Dr. Knight [working for NeuroFocus] continues. "If you can effectively measure the brain, which we think we can ... We can give you information that's not available by any other methodology. You just can't get it in conventional marketing."

Also see 'Scientists Unravel Attention Process'

Also see 'Microsoft's investigation into the subconscious'

Download the electronic version of Persuasion White Paper free of charge.

Trust 2008

Sat, 05 Apr 2008 11:34:49 GMT

Richard Edelman Blog

The 2008 Edelman Trust Barometer is the agency's ninth Trust and credibility survey among global opinion-forming elite. This year, for the first time, the survey sampled two different age groups concurrently: 25-34 year olds and 35-64 year olds.

Here are [some] the key findings from this year's study:

Communicate peer-to-peer, as well as top-down: There is highest trust in ‘people like me’ and experts such as ‘academics’, ‘doctors’ and ‘financial analysts.’
Corporate communications must incorporate social media: As you might expect, social media matters most to the 25 to 34 age group.
Engage the info-ential generation to build a beachhead: The 25-to-34 year old group is more trusting of business, less xenophobic and more reliant on multiple sources of information than their older counterparts.

Social Media Take-Aways

A few interesting Internet-related points from the survey:

Social media tools are are making inroads, but are still less trusted than any other information source
- Blogs: Trusted by 26% of 25-34 and 19% of 35-64-year-olds
- Social networks: 25% and 20%
- Video sharing sites: 25% and 19%
Younger people are more likely to talk online about about trusted and distrusted companies than older people
Wikipedia is the second most credible source for young Americans (behind business magazines)
- Blogs, YouTube and social networks are still close to the bottom, higher only than corporate or product advertising
The growing influence of social media is reflected in the names the report gives to the different segments of “elites.” Despite the low trust still currently shown in social media tools, they label the largest segment “social networkers”:
- Social Networkers (39% of “elites”)
  - Frequently share views on companies by word of mouth
  - Seeks company opinions from trusted sources
  - Want companies to listen
- Social Activists (26%)
- Solo Actors (11%)
- Uninvolved (24%)
Bloggers aren’t seen as credible spokespeople - just 4% of people would trust them
- However, bloggers can also fall into other trusted categories like academics, analysts or doctors, in which case their credibility rockets
Social media is more credible as a source of company information in Asian countries

Download the electronic version of Trust Barometer free of charge.

Download the electronic version of Key Findings of the Trust Barometer free of charge.

Download the electronic version of Trust Barometer Presentation free of charge.

65% of Marketing Spend is wasted

Mon, 31 Mar 2008 05:08:30 GMT

The Fournaise Marketing Group - Global Benchmark Report

65% of all marketing spend in 2007 had no effect on consumers, according to The Fournaise Marketing Group's 2007 Global Marketing Effectiveness Report. Estimated wastage rates varied from 45% in business-to-business marketers through to 65% for business-to-consumer, with figures highest in more developed economies such as the UK, US and Australia compared to developing economies like China and India.

To compound the problem, the report revealed that just one in ten of all marketers worldwide have automated systems in place to track effectiveness of their communication spending.

Of the 55% of marketers that even track the results of their spending at all, 80% do so manually, spending hours capturing, compiling and analysing data.

Tracking marketing effectiveness topped the 2008 wish lists of 35% of marketers, and made the top three for 70%.

Business Technology Marketing Benchmark Guide 2007

Sat, 22 Mar 2008 14:44:35 GMT

MarketingSherpa: US$297

Find out what 1,038 B-to-B marketers in software, hardware and technology services industries revealed to MarketingSherpa about what works for lead generation.

Includes 11 new data charts and 2007 data on:
- Lead nurturing using mobile email, podcasts and RSS.
- Optimizing your homepage and lead gen offer form.
- White papers and webinars - do they still work?
- Office politics behind why the buying cycle is lengthening.

As marketers, we have to BE where our targets are looking. I agree with the report’s conclusions that we can all accomplish that via:

Whitepapers on third-party sites
SEO
Paid search
PR
Brand building

Download the electronic version of Benchmark Guide - Excert free of charge.

Download the electronic version of Benchmark Guide - Presentation free of charge.

Download the electronic version of Benchmark Guide - PodCast free of charge.

Digital World: The State of the Internet

Fri, 21 Mar 2008 12:32:55 GMT

ComScore Report: US$4,999

comScore has released several key findings from its “Digital World: State of the Internet” report.
The study highlights the changing dynamics of worldwide Internet usage, as it has grown from a U.S.-centric medium to its currently global landscape.

In January 2008, the Asia Pacific region had more than 300 million Internet users at least 15 years of age accessing the Internet from work and home computers. This represents an increase of 14 percent versus year ago and makes Asia Pacific the largest of the five worldwide regions.
Latin America and Middle East-Africa have also experienced above average audience growth during the past year, while North America and Europe have grown at more modest rates.

The “Digital World” report covers a broad array of topics illustrating the key global trends that underlie how the Internet is used around the world today. Some of the key findings include:

The U.S. now accounts for 21 percent of Internet users worldwide. While growth in the number of Internet users in the U.S. has slowed, several Asian and Eastern European countries continue to add new users at a rapid rate.

Google is the dominant search brand in most countries, including most of Europe and Latin America, with a few significant exceptions — countries where Chinese, Korean, and Russian languages dominate.

Chinese language search engine Baidu currently ranks #3 in worldwide search market share, behind Google and Yahoo!

The number of worldwide visitors to social networking sites has grown 34 percent in the past year to 530 million, representing approximately 2 out of every 3 Internet users. MySpace and Facebook are in a tight battle for the global leadership position, each attracting more than 100 million visitors per month.

Online video has become the dominant online entertainment format, led by the global popularity of YouTube with more than 250 million visitors in January.

The Internet has become an important source of news for most Web users. The top 10 global news brands show great diversity between country of origin, including the U.S., U.K., China and South Korea.

The Web in Charts

Wed, 19 Mar 2008 11:21:59 GMT

Google vs. Microsoft-Yahoo vs. China

Actionable Analytics

Thu, 06 Mar 2008 15:49:58 GMT

Avenue A | Razorfish

This report demystifies the world of web analytics by answering 14 questions every marketer should ask to apply analytics for better business results. We provide several break-through ideas in the report, such as how to use analytics to find the right mix of advertising dollars for direct reponse and brand marketing campaigns.

Download the electronic version of Actionable Analytics free of charge.

Digital Marketing Insights

Wed, 05 Mar 2008 15:10:44 GMT

Atlas - the latest research in the online advertising industry

The Atlas Institute publishes an ongoing series of Digital Marketing Insights to help marketers improve the results of their online campaigns. These reports are based on anonymous data collected from thousands of online campaigns. Want to get our Digital Marketing Insights? View and download them here.

BXD - Brand Exposure Duration
The classic levers of any ad campaign have been reach and frequency. With Atlas BXD, we introduce the missing element of time. This Insight explains what BXD is and its importance for online marketing.
The ability to measure BXD will have profound implications for advertisers looking to build their brands online. Planners and buyers will look for sites and placements that can most cost effectively deliver reach, frequency, and maximum BXD for the budget.
Similar to Gross Rating Points (GRPs), BXD provides another relevant way for marketers to compare cost effectiveness across different media vehicles.

Download the electronic version of BXD - Brand Exposure Duration free of charge.

Marketing and Media Ecosystem 2010

Wed, 05 Mar 2008 14:50:51 GMT

Key Initial Deliverables From Industry-Wide Study by IAB

More than 80% of marketers surveyed indicate consumer insights and behavioral targeting are major priorities, underscoring digital's ability to understand the customer.
The findings also illustrate how the 18% of firms characterized as interactive leaders show distinctly different traits from non-leader firms, particularly around their willingness to embrace change.
The associated white paper, titled HD Marketing 2010: Sharpening the Conversation was written by Booz Allen Hamilton to summarize the preliminary findings from the first phase of the MME 2010 research. It discusses the key challenges faced by all firms as they embrace interactive media, and suggests core tactical steps needed to address those challenges and successfully reach customers in the new world.

Download the electronic version of Marketing & Media Ecosystem 2010 free of charge.

Download the electronic version of HD Marketing in 2010: Sharpening the Conversation free of charge.
Standards, Guidelines & Best Practices

In an effort to promote operational efficiency, accountability and effectiveness throughout the industry, the IAB provides a variety of resources to publishers, marketers, and agencies. These resources are formulated and developed by industry leaders in association with the IAB.
These resources deliver far reaching expert solutions that positively affect the interactive marketplace.

View IAB interactive advertising Guidelines and Best Practices.
Get the latest news and information on Audience Measurement.
Streamline your business with our Ad Operations Tools & Best Practices.
Learn about games, mobile and digital video as Emerging Interactive Platforms.
View our Archived Resources & Case Studies.
New to interactive? Check out our Interactive 101 Glossary.

Download the electronic version of IAB Internet Advertising Revenue Report free of charge.

'Natural Born Clickers' Study

Mon, 03 Mar 2008 11:48:13 GMT

Starcom MediaVest Group

The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks. While many online media companies use click-through rate as an ad negotiation currency, the study shows that heavy clickers are not representative of the general public. In fact, heavy clickers skew towards Internet users between the ages of 25-44 and households with an income under $40,000.

Further preliminary Starcom data suggests no correlation between display ad clicks and brand metrics, and show no connection between measured attitude towards a brand and the number of times an ad for that brand was clicked. The research presentation suggests that when digital campaigns have a branding objective, optimizing for high click rates does not necessarily improve campaign performance.

“Natural Born Clickers shows us that we can’t count on click-through rate as our primary success metric for display ads; Starcom is more reliant on shifts in brand attitude metrics and analytics tying on-line exposure to sales as the true measures of online advertising efficacy.”
"Ultimately, judging a campaign’s effectiveness by clicks can be detrimental because it overlooks the importance of branding while simultaneously drawing conclusions from a sub-set of people who may not be representative of the target audience.”

Download the electronic version of Natural Born Clickers free of charge.

Google: The Hollow Echo of a Click

Google co-founder Larry Page announced the company was rolling out a new product that will allow its advertisers to pay only when they acquire a new customer.
Microsoft is also pushing beyond clicks. On Feb.25, the company unveiled an initiative that allows advertisers effectively to pay based on the number of people who watch a video, provide their e-mail address, or take some other desired action.

Accenture Global Digital Advertising Study 2007

Sun, 02 Mar 2008 18:07:48 GMT

Accenture

The findings of our Global Digital Advertising Study 2007 represent a resounding call to action for participants throughout the advertising value chain. The survey also shows that the challenges facing them should not be taken lightly.

Change is coming, and businesses will have to invest and change radically to get in or to stay in the game. But Accenture believes that the rewards will justify the effort. The long-term future of the advertising business — if we will even be calling it that a decade from now — is bright.

Download the electronic version of Global Digital Advertising Study 2007 free of charge.

Great Charts

Sat, 01 Mar 2008 09:18:40 GMT

Marketing Charts

Feb 15-08

Feb 7-08

Feb 26-08

Digital Outlook

Sat, 01 Mar 2008 09:15:38 GMT

Avenue A | Razorfish Corporate Digital

The Report examines where that digital spend is going. It provides direction on how marketers can align their organization to respond to the new digital environment, as well as a framework for effectively managing emerging channels and social media. And it gives you some interesting new insights into consumer behavior.

Download the electronic version of Digital Outlook free of charge.

Download the electronic version of PodCast: Digital Outlook free of charge.

Download the electronic version of Charts: Digital Outlook free of charge.

The Digital Design Outlook report examines design and user/consumer experience trends in the ever-shifting digital landscape. AAR has sketched out our vision of the next wave of digital design and innovation in a compilation of essays addressing relevant topics like digital identity 2.0, the mobile millennium, social shopping and the Semantic web. Digital Design Outlook also unveils their first-ever Digital Consumer Behavior Study, which provides insights into the digital consumer’s motivations, frustrations, and desires. Additionally, you’ll get a glimpse into the impact of personalization and emerging media has had on the future of brands.

Download the electronic version of Digital Design Outlook free of charge.

Download the electronic version of Digital Consumer Study free of charge.