US Online Ad Spending Expected to Increase in 2012

Posted March 27, 2012 by fran @ 10:58 am

eMarketer predicts that US online display ad spending will see a 24.1% increase this year, to 15.4 billion. According to the research company, their “estimate includes spending on banners, rich media, sponsorships and video purchased across all major display ad inventory providers (e.g., publisher sites, networks, exchanges, DSPs, etc.) as well as social networks and mobile.” Meanwhile, social ad spend (ads across social networks, games, and apps) is expected to increase to 43% this year, while mobile ad spend is estimated to grow 80%.

Additionally, eMarketer reports that industry research firm Advertiser Perception did a study on display ad buying and found that “More than half (59%) of US marketers and agencies planned to increase their social media display ad spending on sites like Facebook in the next 12 months.” Moreover, 31% expected to grow display ad spending on ad networks and exchanges, while 29% intended to do so on publisher websites.

The rise of online ad spending across the board is truly a sign that we are now living in the digital age. People are online all the time—on their desktops and laptops, as well as smartphones and tablets, and the above-mentioned findings are indicating that advertisers are keeping up with their consumers.

Of course, while these findings spell good news for the online advertising industry, it also means that advertisers will have to work extra hard to grab users’ attention.  Before finalizing your advertising budget and funding your campaigns, check out the insights below on dealing with the hottest types of ads out there:

Display Advertising – There are a number of things to think about when running a display advertising campaign. You have to consider where your ads are going to be displayed and for how long. Be sure to get the corresponding numbers and stats for the websites where your ad will appear. How many unique monthly visitors do they have? How many impressions can they offer for your ad?

Mobile Ads – Perhaps the best way to keep up with your customers, mobile ads enable you to reach users even when they’re out and about. When running mobile ads, bear in mind that users are probably on the go, and they may not have the luxury of reading long copy or looking for the right buttons to click. With that said, ensure that your ad is very user-friendly. Make the call to action button easy to find and click, and if possible, create a mobile-friendly landing page, instead of leading users to your full site.

Social Ads – When it comes to advertising on social networks (and the games inside those sites), it’s crucial that you get into your target audience’s heads. Users who visit social networks and play games don’t have a lot of attention for ads. They’re in social websites to socialize and interact with their friends. However, this isn’t to say that you shouldn’t invest in social sites. This only means that you have to work a little harder to grab your audience’s attention. Make sure to target your ads as specific as you can. The more “relatable” your ads are, the more likely that they’ll notice them. Additionally, create ads that are more interactive. Instead of spoon-feeding your audience the information, inject the social factor to your ads. Turn them into a game or contest, and encourage users to share it with their friends. After all, that’s really what social media is all about.



Filed under: Blogroll,Company Headlines

4 Crucial Points to Consider When Running Overlay Ads

Posted March 21, 2012 by fran @ 12:39 pm


Overlay ads have become quite popular in the online advertising industry, mainly because aside from providing a CTR that’s 5 – 10 times higher than traditional ads,  they can grab users’ attention without being obtrusive. These types of ads can be displayed on top of images or videos on a webpage.

The success of overlay ads can be attributed to the very nature of images and videos. These are usually  the things that users first look at when browsing websites, so attaching an ad to these media practically guarantees that users will look at your advertisements.

Running overlay ads is pretty easy, and your advertising company would usually work with you in optimizing your ads and making sure that they get the highest ROI as possible. Of course, not all advertising agencies are created equally, so if you’re planning to display overlay ads, be sure to ask the following questions first:

1. Are they targeted? –You don’t want to be barking up the wrong tree, so make sure to ask your advertising agency rep about their targeting systems and matching algorithms. Work with the advertising company to ensure that your ads aren’t stuck on images or videos that aren’t related to your products or services. After all, no matter how stunning your ad is, you won’t get any conversions out of it if it isn’t targeted to the right audience.

2. Does the ad network have a wide network of publishers? – Again, online advertising companies come in all shapes and sizes, so when deciding about which company should display your overlay ads, go with the ad agency that has publishers related to what you’re selling. It’s best to look into advertising companies with wide variety of publishers to make sure that your ads will find a suitable spot in their publisher network.

3. What kinds of ad formats are available? – You also have to consider the technical details of the ads itself. Do you want them to appear on top of photos or videos? Should they be positioned at the top or bottom? You also have to decide on the right ad formats for your products or services. Overlay ads can come in a “no frills” plain text format, which is best for users who want information that’s presented in a simple and straightforward way. Want to add a bit of color and variety to your overlays? You can also add an image to your advertisements. This ad formats are extremely effective in showing audiences what your products look like. It’s important to note that there isn’t a “one size fits all” answer to choosing the right ad format. The best way to figure out what type of ad to display is by running tests to see which is more effective. Get to know your target audience and figure out that types of things and offers that they would appreciate the most.

4. When and how will the ads appear? – Also be sure to ask your advertising agency about how the ads will appear. Some overlays show up automatically, while others are only displayed when users hover over an image or video. The behavior of the ad is sometimes decided by the publisher, but it wouldn’t hurt to ask your advertising company if you have some control of how the ad will be displayed.


Filed under: Uncategorized —

Over 100 Million People are Now Using Smartphones

Posted March 7, 2012 by fran @ 1:07 pm

admobileIf you you’re still putting off implementing mobile ads for your business, here’s yet another reason to get on it. According to the numbers released by comScore yesterday, over 100 million US subscribers now use smartphones. Up 13 percent since October, comScore determined that “Google Android ranked as the top smartphone platform with 48.6 percent market share (up 2.3 percentage points) followed by Apple with 29.5 percent market share (up 1.4 percentage points). RIM ranked third with 15.2 percent share, followed by Microsoft (4.4 percent) and Symbian (1.5 percent).”

To determine which devices make up the market share, comScore surveyed over 30,000 mobile subscribers in the US. Results of the said study indicate that Samsung is the number 1 handset manufacturer in the country, claiming 25.4 percent market share. LG took second place with 19.7 percent followed by Motorola and Apple with 13.2 percent and 12.8 percent, respectively. RIM sat at last place claiming just 6.6 percent of mobile users.

Good news for the mobile industry continues, as the numbers for mobile content usage were up all across the board. comScore’s study showed that 74.6% of US mobile subscribers use text messaging on their phones (up 2.8 percentage points from October). Meanwhile, mobile app usage also saw an increase of 4.8 percentage points, with 48.6% of users. Moreover 48.5% (up 4.5 percentage points) of users also surf the Internet using their devices. Unsurprisingly, the percentage of users who access blogs and social media sites through their phones (35.7%) also saw an increase of 3.4 percentage points. Addtionally, the digits for game-playing were also up, as 31.8% (up 2.6 percentage points) of mobile subscribers reported that they play games using their smartphones, while 24.5% said that they listened to music on their devices. (Up 3.3 percentage points).

Yup, more and more people are turning to their smartphones, and this is precisely why advertisers should go mobile as well. Mobile ads are one of the best ways to reach on-the-go consumers, and the great thing about them is that companies can fully customize how their ads appear on mobile devices. Don’t be intimidated by the large variety of mobile devices out there. Ad companies nowadays offer several ad formats that are compatible with the different kinds of gadgets in the market.

Advertisers can choose to be simple and discreet with plain text ads that lead to their site. Want to spice things up a bit? Consider adding an image or even a video that users can interact with. Additionally, advertising companies nowadays have sophisticated algorithms that can effectively determine a user’s location. This is a very nifty feature for businesses because it allows them to target people based on their location, increasing the chance of conversions.

Moreover, social networking sites including Facebook and Twitter, are starting to roll out mobile ads, giving companies the opportunity to tap into the massive user base of these social networks.

On top advertising on mobile websites, companies can also choose to place ads on apps. Businesses won’t have a hard time finding relevant applications, considering that there are currently hundreds of thousands of mobile apps out there, in just about any category imaginable.


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