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Showing posts with label display advertising. Show all posts
Showing posts with label display advertising. Show all posts

September 12, 2012

Display Advertising to be a $20 billion Industry

Display advertising is going through the biggest and most important revolution in its history. In fact, it's been predicted that by 2020, this could be a $200B industry. This growth is driven by an advertiser's ability to do things better in 3 key areas:

9 percent of Google top 1,000  advertisers  are running hampaigns on the Google Display Network and YouTube. And last year, they doubled their spending on display advertising. The volume of transactions on the DoubleClick Ad Exchange has increased by more than 150% year over year. On the mobile front, We recently exceeded 4B daily ad requests on the AdMob network, for the first time ever.

August 29, 2012

Display Advertising Visibility:Laptops vs Desktops vs Tablets


Publishers performed best, with only 24.9% of ads not in-view for at least half a second, followed by networks (42.4%) and platforms/exchanges (46.4%). Of the ads not in-view for at least half a second, the vast majority (~97%) were never in-view.

49.9% of directly placed ads stayed in-view for at least 1 second in H2, according to an August 2012 study from AdSafe Media. Viewability for directly placed ads was better than for networks (41.2%) and platforms/exchanges (40.3%). 

Longer engagement with viewers was much harder to come by: just 21.1% of directly placed ads remained in-view for 15 seconds, dropping to 16.4% for networks and 16.3% for exchanges. In its previous semi-annual report, AdSafe found that more than 38% of display ads were either not in-view at all to their intended user or in-view for less than half a second, the standard time accepted for an ad view. 
  
The UK received the largest amount of the US’ non-geo-targeted content, at 22.8% in Q4. Canada (17.2%) received the next-largest proportion of these impressions, followed by China (11.1%). Results from comScore’s study indicate that of the campaigns it tracked, an average of 4% of the ad impressions were delivered outside the desired geography, but that individual campaigns ran as high as 15%. 

Laptops and desktops accounted for 97.6% of ad traffic in Q4, while tablets accounted for 1.4% and mobile approximately 1%.

August 19, 2012

Online Advertising Spending in India to grow 54% by 2013

Indian Online Advertising Spending Led by Travel/ Insurance/ telecom and Auto Sectors


United States Online Advertising Spending

Total Digital Advertising Spending : Historical and projected data



According to the Annual Digital Advertising Report published jointly by the Internet and Mobile Association of India and IMRB, the market, currently pegged at Rs 2,851 crore, sees spends skewed towards online classifieds and search.

The above numbers  are consistent with the  India internet :"growth story"  across digital advertising. With a burgeoning online users, india is a vastly under penetrated nation  and the  digital advertising" in India is  likely to explode within the next 2-3 years

A report from the  Annual Digital Advertising. by IMAI ( internet and Mobile Assocaition pegs  the indian online marketing spends is likely to touch  Rs 4,391 crore  by March, 2013. As of March, 2012, the market is pegged at Rs 2,851 crore. It is seen reaching Rs 3,535 crore by the end of the  2013, which is a growth of more than 54%

Among the verticals that lead digital spending include Travel, banking, financial services and insurance sectors . Display ads are the most  used online advertising by these industries 
 followed by telecom and automobiles sectors. 
Education, electronic media and print media spent the least on display ads.Social media spends formed only 3 per cent of the total spends and the lowest in the pie is spent on online video (2 per cent).
By March 2013, spends on online classifieds are seen at Rs 2,686 crore (of the estimated market size of Rs 4,391 crore), search at Rs 723 crore and display ad spends at Rs 838 crore.

July 3, 2012

Microsoft takes a $6.2 bn write-down for failed Aquantive Acquisition















 

Microsoft takes a $6.2 bn write-down for a failed acquisition "Microsoft owned up on Monday to the collapse of its biggest push into digital advertising, announcing that it would take a $6.2 billion accounting charge in its online services division for a failed acquisition.

The accounting charge, called a write-down of good will, was essentially a write-off of the value of aQuantive, a digital advertising company that Microsoft bought in 2007. It will take effect in the fourth quarter, Microsoft said in a statement. "

Microsoft's  deal for aQuantive was struck when technology and traditional advertising firms were desperately seeking footholds in the world of Internet display advertising. At the time, aQuantive was the biggest company Microsoft had bought in its history. 


A month before the aQuantive acquisition, Google, Microsoft's big rival in online advertising, purchased a similar firm, DoubleClick, for $3.1 billion. That deal has been highly profitable for Google, analysts say. 




The purchase of aQuantive may well have been driven by pressure Microsoft was feeling at the time, not only from the DoubleClick deal, but by similar acquisitions by other companies. Microsoft bought aQuantive one day after the WPP Group bought 24/7 Real Media, another digital advertising company, for $649 million, and a month after Yahoo agreed to pay $680 million for Right Media, an online ad exchange. 

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June 30, 2012

2012 Facebook Ad Conversion by Industry and Country





















Facebook Ad Conversion Rates Best For Consumer Goods Industry: "In 2011, Facebook advertising performance was best for consumer goods and retail industry campaigns, with conversion rates of 58% and 49% respectively, finds Experian Marketing Services [download page] in an April 2012 report. Dating (45%) and media (43%) campaigns followed relatively closely, ahead of travel (40%) and entertainment (38%), with automotive faring worst, at an 18% conversion rate.

The US had the highest conversion rates, at 52%, followed by Spain at 50% and Germany at 46%."

According to a Social Fresh report released in April, the most common reason for running Facebook ads is awareness (61%), ahead of audience growth (53%) and conversion (44%).The most popular targeting criteria among Facebook advertisers are age and country, used always or often by 55% and 53%, respectively