Analyst Firm Forecasts Mobile Local Ad Revenues Will Grow To $9.1 Billion In The Next Four Years

Local media analyst firm BIA/Kelsey forecasts U.S. mobile local advertising revenue will grow from $1.2 billion in 2012 to $9.1 billion in 2017, experiencing a compound annual growth rate (CAGR) of 49.3 percent. "Though inventory growth currently outpaces advertiser demand, we believe the latter will begin to accelerate," said Michael Boland, senior analyst and director of content at BIA/Kelsey. The outcome of such acceleration will be increased over all mobile ad spending along with increased mobile ad rates, including CPMs and CPCs. Defined as advertising that is targeted based on a us [...]

Study Finds Rich Media and Video Improves Digital Ad Engagement [DG MediaMind]

DG MediaMind released the 2012 Global Benchmarks Report, an analysis of more than 600 billion display ad impressions in 2012 from standard banners, rich media and video. The study showed that engagement improved with the inclusion of rich media and interactive video elements in ads. Globally in-stream video ads grew, and video ads met the threshold to be included in the benchmarks for 23 countries versus just 16 previously. Here is a breakdown of CTR in North America by ad type: 0.10% Standard Banner 0.14% Rich Media 0.16% Expandable Banners 0.85% In-Stream Video 1.92% Intera [...]

Microsoft Study: Multi-Screen Behavior And What It Means For Marketers

mobile-devices-screens-featured We all know the day of multi-device and cross-screen usage is here. The challenge for marketers is to understand how to communicate effectively with consumers as they engage with multiple devices simultaneously and sequentially throughout the day. A new study commissioned by Microsoft, titled Cross-Screen Engagement, aims to help marketers learn how users are engaging with multiple screens and to find opportunities to reach consumers "in their moment". In the two-phase study, Flamingo Research and Ipsos OTX interviewed consumers in five markets—Australia, Brazil, Canada, the UK and t [...]

Twitter Likes Promoted Tweet Results, Pushes Brand Surveys Out of Beta

twitter-tweet-featured Today, Twitter released some initial findings of the Nielsen Brand Effect for Twitter's survey program that launched last fall to help advertisers measure the impact of their Twitter campaigns. The program is graduating from beta, and brand surveys will be "widely available" to advertisers in the United States, the United Kingdom and Japan. The findings of the beta studies include: Promoted Tweet exposure drove 22% increase in message association Brand favorability saw a 10% lift when users saw a Promoted Tweet campaign 2-3 times versus once. Users who engaged with a Promoted Tweet [...]

Study Reveals Brand Marketers Mostly Clueless And Inept At Localization

local-maps-featured E-commerce in the US was worth something approaching $300 billion (comScore says $289 billion) in 2012. Offline commerce (goods + services) was worth at least $7 trillion according to US government figures. Local commerce is thus roughly 25x the value of e-commerce. Activity in local stores generates much more revenue for brands and national marketers than online conversions. You would think then that national marketers would be working hard to tie their brand campaigns to offline stores and sales efforts. If you did, you would be wrong. Most national marketers emerge as inept regardi [...]

Product Listing Ads Remain Strong – Paid Search Trends For February 2013

Cost-Per-Clicks (CPC) fell across the board month-over-month, as is typical for February, resulting in a 5% lower CPC for Google and 3% lower for Yahoo!-Bing, compared to January. Year-over-year (YoY), retail CPCs are stronger on Google, partially due to rising CPCs on Product Listing Ads (PLAs), ending at a 5% YoY gain for Google and a slight 1% loss for Bing. February 2013 CPC Update, US Search MoM Change YoY Change Google Retail -3% 7% Finance -10% 2% Overall -5% 5% Yahoo!-Bing Retail [...]

Stark Differences: Social Vs. Search Referrals & Ad Clicking Behavior

mouse_dollar_bills The search marketplace is still a relatively young industry, yet the technology and investment communities view it as a mature market. A near-total majority of web users utilize a search engine on a daily basis, and the largest players are now generally entrenched. In this context, social networks represent the next growth industry -- in use by a continually growing portion of the population and presenting unique use cases that attract consumers and brands that want to engage either directly and/or through ads on the platforms. Search Engine Vs. Social Network Ad Clicks Both search engine [...]

Google’s CPC Drop Bottoms Out? — Paid Search Trends For January 2013

Click Share by Device This is the first installment of a regular column following cost-per-click (CPC) trends in search marketing. We will focus primarily on the US market, but we'll also take a regular look at international markets, as well as providing additional insights into segments that appear to be significant short-term trend drivers. Google’s CPC drop has finally bottomed out in January, our analysis finds, supported in part by increasing CPCs and click share on tablet devices.   January 2013 CPC Update, US Search MoM Change YoY Change Google Retail [...]

How Marketers Can Optimize For Clicks Based On Time Of Day

As we enter 2013, the growth of online advertising continues at a healthy pace. In October 2012, the Interactive Advertising Bureau (IAB) released a report showing record-breaking, $17 billion online advertising revenues in the first half of 2012 – a 14% increase over the same period in 2011. With this growth also comes a greater need for strategy. As TV advertisers are well aware, an advertisement’s time slot can have a dramatic impact in terms of how a consumer reacts to that ad. For marketers or advertisers running campaigns online, it can also be extremely useful to know the optimal [...]

IAB: US Interactive Ad Revenues Hit $9.3 Billion, A Record High, In Q3

IABpwcq32012 Internet Advertising revenues in the US continue their upward trajectory, climbing to a record quarterly high of $9.3 billion in the July to September period, the Interactive Advertising Bureau (IAB) found in its latest report. That's 18% higher than the same period in 2011 and a 6% increase from Q2 of this year. IAB execs said it was a testament to digital marketing's interactive capabilities that it's been able to provide value, and draw increased investment, despite shaky economic times. “Clearly, digital advertising is continuing its positive trajectory with incredible momentum as [...]

Survey: 70 Percent Of SMBs Embrace Social Media, Seemingly Indifferent To Other Marketing Channels

social-media-network-people A new survey of small business (SMB) members of the local directory and lead-gen site Merchant Circle (owned by finds that a majority are using social media to promote themselves. Yet only small minorities are doing anything else; and most survey respondents resist paying for advertising or other marketing services. The online survey ran during the final two weeks of September and had just over 3,400 responses. There were a range of industries represented among the respondents. Much of the focus and PR push is around SMB confidence, hiring outlook and the question of whether r [...]

IAB: Mobile Ad Revenue Nearly Doubles While Interactive Spend Overall Reaches Record $17B

QuarterlyRevenueGrowthChart-IAB Mobile advertising grew 95% from the first half of 2011 to the same period in 2012, though the sector still only represented $1.2 billion in revenues, according to the Interactive Advertising Bureau and Pricewaterhouse Coopers, which jointly release revenue figures for the industry every quarter. The industry as a whole grew to an all-time high of $17 billion in revenues in the first half, a 14% increase year-over-year. Another sector making big strides in the first half of 2012 is digital video, which is a component of display advertising. Digital video grew 18% year-over-year to a litt [...]

IAB Study: Ad-Supported Internet Responsible For 5.1 Million U.S. Jobs

congressionaldistricts At a time when jobs are top of mind in the national consciousness, the Interactive Advertising Bureau (IAB) has released a study showing that the ad-supported Internet is responsible for 5.1 million jobs in the U.S. and contributed $530 billion to the economy in 2011. The report was funded by the IAB, along with members Google, 24/7 Media Inc. and ValueClick, and headed up by researchers at the Harvard University Business School. The research followed the same methodology as a study conducted in 2007 that found the ad-supported internet directly employing 1.015 million people. The 5.1 milli [...]

EMarketer: Google + Facebook Display Share To Climb 23% By 2014

DisplayAdMarketShare-eMarketer  Google and Facebook are by far the dominant players in the display ad space, together expected to command 30% of the overall market in 2012. And their substantial lead is set to become even greater, according to an eMarketer report that predicts the two will sell 37% of all display ads by the end of 2014. Among the two, Google comes in slightly ahead with 15.4% of the market this year ($2.31 billion), compared to Facebook's 14.4% ($2.16 billion). Yahoo, which once dominated the display ad market, is on the decline with 9.3% of the market ($1.39 billion). Google and Facebook have been l [...]

Study: 90 Percent Use Multiple Screens During The Same Day

computer-smartphone-tablet-featured We're living in a multiscreen world. Like arboreal monkeys in the rain forest, swinging from tree to tree, consumers now move between various screens throughout the day. They start on smartphones, advance to the PC and perhaps finish tasks on tablets. They watch TV and search on what they're seeing. They go back to their smartphones the next day and the process continues. It's a world that's increasingly complex for marketers to follow. And the PC promise of clear attribution almost totally breaks down in this new multiscreen environment. Google and IPSOS are the latest to try and get [...]

Gap Between Presidential Rivals Narrows In Online Display Ad Race

romney_vs_obama_display_ad_impressions_by_month President Barack Obama has long gotten credit for being particularly online-savvy in his communications and fundraising efforts, and we've seen plenty of evidence of this in his race for re-election. But now, at least when it comes to online display advertising, the gap between Obama and his Republican rival, Mitt Romney, has narrowed, according to a new report from comScore. In July, the Obama campaign pulled back its online advertising, running only 921 million ads during the month, while Romney doubled its previous months's numbers by running 350 million impressions. While Obama's online [...]

Study: Mobile And Video Are Key Drivers Of Apparel Purchases

UsingDevicesOnDailyBasisForShopping Just as many are beginning to bulk up their wardrobes for fall and back-to-school, a new study shows the surprising, and growing, influence of mobile and video for apparel purchases. The research, put together by Compete on behalf of Google, found that more than 1 in 5 apparel consumers use their tablets or mobile devices daily for shopping, and 4 in 10 visited a store or retailer website as a result of watching apparel videos. [caption id="attachment_18931" align="aligncenter" width="591" caption="Percentage of people who used devices every day for shopping."][/caption] The study was ba [...]

Is It Time For Facebook Advertisers To Conduct Click Fraud Audits?

shutterstock_83575045-fraud An Achilles heel of pay-per-click internet advertising is the risk that someone will click on an ad they're not the least bit interested in. To the extent that unqualified clicks are limited to a few over-caffeinated users who click wildly, this isn't really a big concern -- especially to advertisers accustomed to the targeting constraints of traditional media. Yet click fraud, usually called invalid clicks by advertising platforms, has been a real concern over the years. Click fraud comes in many forms. Paid to read schemes target ads which compensate the hosting site with a percenta [...]

IAB UK Study: Interactivity Key With Tablet Ads

IABUK-Logo [caption id="attachment_17312" align="alignright" width="240" caption="Alex Kozloff, Senior Mobile Manager of IAB UK"][/caption] Consumers respond better to tablet ads that are interactive, but, so far, marketers are letting them down. That's the conclusion of a new study released by the Internet Advertising Bureau UK, and conducted by Ipsos in partnership with Renault and their agency, Publicis. “There is a clear expectation from consumers for tablet advertising to match the high quality of the overall tablet experience," said the IAB UK’s senior mobile manager, Alex Kozloff. "It i [...]

Five Companies Each Showed More Than A Billion Video Ads In June, comScore Says

comscore-logo June was another record-setting month in the video ad space, with five separate companies passing the billion-ads-delivered mark and more than 11 billion video ad streams shown overall. The numbers come from comScore's June 2012 Video Metrix service. Google/YouTube led the way with 1.41 billion video ads shown during the month, but that only totaled 147 million ad minutes. BrightRoll Video Network was second with 1.39 billion video ads shown in June, but tops in ad minutes at 805 million. BrightRoll's ads also reached almost 36 percent of the U.S. online population, compared to about 25 [...]

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