ATS Internet Trends » digital media

Deep Brand Engagement Creates Customers

Andrej Somrak — Wed, 18 Nov 2009 19:36:36 +0000

The power of online brand interaction is not to be denied: A solid majority of connected consumers have had their opinion of a brand swayed, either positively or negatively, by an online experience. And more than 97% said that experience influenced whether they purchased a product or service from that brand.

An impressive 64% of connected consumers told they had made their first purchase from a brand because of a digital experience—be it a Website, microsite, mobile coupon or e-mail. And friending, following and content creation spurred upticks across the marketing funnel—from raising awareness to consideration, purchase and recommendations to friends.

Source: eMarketer

The IAB Click Measurement Guidelines

Andrej Somrak — Wed, 18 Nov 2009 19:26:20 +0000

I just discovered that that The IAB Click Measurement Guidelines Version 1.0 was released on May 12, 2009. That’s right, I said May, 2009. Yet, the first clickable internet ad appeared way back in 1993 and the first banner ad, bought by AT&T and appearing on HotWired, appeared just a year later. With this major lag in measurement standards, is there any wonder why it’s been hard for the interactive marketing industry to gain credibility?

Source: IAB

Agencies Spending Less on Traditional Media

Andrej Somrak — Thu, 13 Aug 2009 08:58:15 +0000

The ad market may have hit bottom, but it has also changed. As agencies begin to spend, they are shifting dollars from traditional to digital media and advanced advertising, according to STRATA’s quarterly survey of 40 agencies of various sizes.

“While many people have cut back their approach this year, many are looking at other ways of advertising such as video on demand,” said John Shelton, CEO and president of STRATA, a company that provides buying and selling software to agencies.

Of those polled, 22 percent felt business was improving in the quarter; 67 percent believed the market would rebound by the end of the year.

Spot TV is still at the top of the media list for 45 percent of agency customers. However, that’s down 25 percent compared to the end of last year. Agencies are diverting dollars to advanced advertising or digital media, such as video on demand or interactive television with 62.5 percent of respondents predicting their customers were either very likely or somewhat likely to fit digital or advanced advertising into their media plans.

Spot radio plans have remained the same or increased since last year, according to 65 percent of respondents. But 75 percent also said they were more focused on the Internet than they were a year ago and a 20 percent increase compared to first quarter 2009.

Print took the biggest hit with 65 percent responding that they will be focusing less on the medium, a 37 percent drop from the first quarter 2009.

Source: Mediaweek