How Online Advertising Works: Whither The Click?
Gian M. Fulgoni, Executive Chairman, comScore, Inc.Marie Pauline Mörn, Director, Product Management, comScore, Inc.
BACKGROUND
In today's economically challenging times, advertisers and their agencies appear to be moving their online display ad
dollars from CPM campaigns that require payment based on the number of people exposed to the campaign to "payfor-
performance" programs ("CPC" or "CPA") that require payment when the consumer performs some desired action
such as clicking on an ad. Data from Competitive Media Reporting shows that total online display advertising
spending (CPM and CPC/CPA) increased by 8% Y/Y during the first half of 2008, while the Internet Advertising
Bureau reported a 15% increase. In contrast, Nielsen, whose data only includes CPM spending, reported a 6%
decline in display advertising over the same time period. Clearly, these data imply that online ad dollars are being
moved from CPM to CPC/CPA programs.
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Technology Vendors May Be Losing Close to 50% of Their Potential Sales Due to Inadequate Online Information
IDG Communications Research Shows Significant Disconnect Between Prospects' Preferences and Vendor Marketing Content
A survey of approximately 400 IT buyers has found that online vendor marketing information is relevant to their prospects less than half the time. The online research conducted last October asked technologists and business buyers what they prefer as they move from general education to business case development to final decisions in purchasing products and services.
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How to Write White Papers that Resonate
NETWORK WORLD: If you've been involved in producing white papers, then you know the job isn't an easy one. You can picture what you want the paper to achieve, but pulling all the appropriate resources together to get the job done, and then getting all stakeholders to sign off, can be a frustrating, time-consuming task.
Video Testimonials: Taking Advantage of Word-of-Mouth Marketing
NETWORK WORLD: "In all these studies, word of mouth has more of an impact than traditional forms of advertising. Having a word-of-mouth marketing strategy is becoming essential for marketers." —Debra Aho Williamson, senior analyst at eMarketer. As the type and frequency of media bombards your target audience with more information than ever, word-of-mouth remains the most effective form of communications.
Social Media Tools Don't Matter
NETWORK WORLD: Social media tools – whether they’re blogs, online communities, instructional videos or something else – don’t solve anything unless they address a specific business need. Don’t use social media for its own sake. Use it to accomplish an objective.
MARKET RESEARCH: The Interaction Between Print and Online Media
NETWORK WORLD: Are technology print publications driving them to go online and do more research? What other activities are they doing online as a result of reading print publications like Network World?
Marketing in the Age of the Universal Home Page
NETWORK WORLD: ...marketers are trained to be good at “push” marketing. Their craft has traditionally involved intercepting customers with messages that grab their attention and inspire action. Customers, however, are becoming more resistant to these tactics. Increasingly, they engage with companies and products on their terms when they're ready to make a buying decision.
MARKET RESEARCH: Print in Today's Media World
NETWORK WORLD: With the Internet available to research any topic and a myriad of handheld devices and portable PCs to access the Internet (and at faster speeds than ever before), you have to wonder, is there still any value in getting information in print?
Trend Report — Using Web 2.0 for B2B Marketing (Part 1)
NETWORK WORLD: How is the business community utilizing web 2.0 for their marketing activities? We have been surveying our clients and attending webinars and trade events on the subject to cull the salient points for our readers.
Trend Report — Using Web 2.0 for B2B Marketing (Part 2)
NETWORK WORLD: Part 2 of our series on how the business community is using Web 2.0 will cover blogging, video and podcasting. How is the business community utilizing web 2.0 for their marketing activities?
5 Things to Consider When Planning a Web 2.0 Solution
NETWORK WORLD: Web 2.0 technologies are changing the way online solutions are being developed. The popularity of social websites like Flickr, MySpace and Youtube and technology that promotes collaboration such as blogs, wikis, tags and widgets have made Web 2.0 functionality an important consideration for enterprise development. When planning these solutions there are many things to consider. Recent technology advancements have resulted in a flurry of solutions in many categories.
2008 The Importance & Value of B2B: Advertising During Times of Economic Uncertainty
AMERICAN BUSINESS MEDIA: Many companies look to cut expenses to remain profitable during a downturn. Marketing costs may be a target. A report by American Business Media indicates that marketing cutbacks may have serious consequences not only during a slowdown, but also during the recovery.
BtoB Lead Generation Handbook
MARKETING SHERPA: Lead generation has taken on new importance given the economic slowdown. Online marketing offers a lot of lead gen options, but what ones work best and how do you determine that? Marketing Sherpa surveyed thousands of marketers to identify strategies, tactics, testing, and results.
Social Networking Helps You Find Solutions
PC WORLD: Using sites like Facebook and LinkedIn, you can develop business contacts and build your brand.
2007 IDG Marketing Summit
Senior tech marketing professionals and ad agency executives gathered in San Francisco to discuss digital media, sales and marketing alignment, and how to effectively engage and sell to IT professionals. Learn what your peers are thinking about and doing.
Building a New "Market Maker" Category
IDG has developed a variety of methodical strategies to build out opportunities. Learn how key segments are evolving from commodity product to high-value solutions to help marketers rise above product noise with the Market Maker approach.
The Stratification of the IT Buyer Webcast
Bob Carrigan discusses the complexity of selling to IT buyers.
The Power of Industry-Specific Digital Media
AMERICAN BUSINESS MEDIA (ABM) engaged Forrester Research to determine the role industry media plays with buyers of business products and with marketers selling to them. The research by ABM—an industry trade organization—found a disconnect between the buyers and marketers as to the importance now and in the future of digital media.
The Power of Industry-Specific Business Magazines
AMERICAN BUSINESS MEDIA (ABM)—an industry trade organization—engaged Forrester Research to assess the importance of printed trade media for buyers of products as well as marketers selling to them. While the findings underscored the influence of print trade media, buyers also ranked highly vendor Web sites, online media, and events.
The Power of Industry-Specific Events
AMERICAN BUSINESS MEDIA (ABM) engaged Forrester Research to determine the value of events for both buyers of products and vendor marketers. Industry-specific events are rated highly by both groups. Business decision makers rely on shows to evaluate products in combination with what they read and word of mouth.
Accountability: How Media Drive Results and Impact Online Success
MAGAZINE PUBLISHERS OF AMERICA (MPA): Marketers have numerous promotion choices and almost as many ways to measure a campaign's effectiveness. MPA has compiled research by several organizations in a report titled "Accountability: How Media Drive Results and Impact Online Success." The studies cover TV, print, and online and explain how they may work together for revenue generation and branding.
Understanding Consumer Relationship with Media
MAGAZINE PUBLISHERS OF AMERICA (MPA): In the report, "Understand Consumers Relationship with Media," the MPA covers a topic that many believe is key to the success of a marketing campaign. In this report, the key elements of engagement are defined and how they should be measured and a connection is drawn between engagement and accountability.
