ComScore Session
Online is the new primetime:
There are powerful new tools for online media planning and analysis
· Growth rate of online advertising is 25% in comparison to traditional media that is growing at 2%. Brand building vs. direct response issue.
Stats on Internet:
Massive, growing media
185 million in US
- Search is slowing down, 99% of population search over 20 searches
- 75% of online population stream a video on average 70 times per rmonth
- UGS, YouTube is catching up in MySpace
- Internet reaches across day parts. TV has an advantage over primetime numbers. Online have daytime audiences.
- Internet is the third most used medium, and it is becoming second only to TV.
Although, younger demographics use Internet slightly less than they do TV
- Ads online have been growing with broadband
- Newspaper industry had experienced slow growth in classifieds
- Online is only 7% of total ad spending
- Broadcast TV 45,749 (000), Internet is 21,000,000
- Online advertising is probably going to get a boost in the tightening economy.
- 1/3 of online advertising is branding, the rest is direct response
- Search, classified is direct response
- Is there enough inventory online to meet the demand for online advertising
- Impressions per person are much higher for online
- If we can get the proof that online advertising does what it is supposed to do, then CPM would impove.
- Moving dollars online, online is moving to be more important than 30 sec spot.
- GM is shifting half of its budget to online
- Big advertisers are paying lots of attention to online
- Cookie deletion problem, to what degree cookies are deleted that rely on cookies.
- 30% of online users delete Cookies per month.
- The people who are deleting their cookies (4 times a month)
- That blows the UV counts out of the water
- The overstatement is true for ad serving cookies
- Ex. Tried in
- Decline in ad click-through rates, non reach media .2%
- Tacoda and ComScore did a study on display ads, 1/3 were clicking on display ads.
- 6% of Internet population clicks on ads ( lower income demographics.)
- Click throughs does not measure sales impact
- Number of ads seen by advertiser, by site. ( ComScore Ad Metrix)
- 16%, ROI, ¾ are latent (off-line)
- Half of the Internet visited food websites by search
- Price was a lot less important in brand switching for searchers
- 16% in brand recall if it in top organic search
- Kellogg ( has problems with organic search)
- Impact of online ads for in-store sales
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