Category Archives: Advertising Tips

Effective podcast advertising

Study results released this spring found that podcast advertising is three times more effective than online video advertising and seven times more effective than television, when measured in terms of unaided ad awareness 52 online shows and podcasts participated in the four campaigns studied and 6,869 audience members participated in the research.

Ad formats consisted of: embedded :15 and :30 host-read audio and video ads, embedded :10 and :15 produced video ads, ad banners on publisher websites, and social networking in the form of publisher blog entries about advertised brands and related topics. Podtrac developed the advertising effectiveness methodology in conjunction with TNS.

The study showed embedded advertising in online shows and podcasts to be highly effective for increasing brand awareness, usage intent and positively impacting brand perceptions across four diverse product categories: television programming, automobiles, financial service, and digital imaging. Results included:

• Average unaided ad recall of 68%
• Average aided ad recall of 89%
• 73% average increase in likelihood to use/buy vs control group
• 69% having a more favorable view of advertiser due to ad exposure

“The unaided awareness level of 68% is considerably higher in podcasts and online shows than in other offline and online media,” said Mark McCrery, Podtrac’s CEO and Co-Founder. “Narrowly targeted audiences, appropriate ad formats, content relevance, and show host involvement are some of the factors which come together to produce highly effective ads in online shows and podcasts.”

“The data also suggest audiences are paying close attention to show content and the embedded ads within them which greatly increased ad effectiveness in the studies,” said Doug Keith, former Vice President of the Media & Entertainment Group at TNS and currently President of Future Research Consulting. “The high unaided ad recall figures are no doubt the results of a less cluttered environment.”

“Online shows and podcasts have loyal audiences who pay attention to advertisers who support the shows they regularly listen to or watch,” said Velvet Beard, Podtrac’s Vice President of Products. “The studies showed a 73% increase in likelihood to use or buy an advertised product which is an indication of successful targeting, the unique relationship audience members have with the hosts of today’s online shows, and their ability to quickly move audiences from awareness to consideration to purchase. The studies showed that 69% of audience members have a more favorable view of in-show advertisers, which means a tremendous amount of goodwill goes to advertisers of online shows when show selection is intentional and advertising and ad formats are integrated into show formats.”

The 52 podcasts and online shows studied as part of the research include: This Week in Tech, MacBreak Weekly, net@night, and Daily Giz Wiz all with TWiT.tv’s Leo Laporte; MacBreak, MacBreak Tech and This Week in Media with PixelCorp.tv’s Alex Lindsey; Geek News Central with Todd Cochran;SDR News with Andy McCaskey; Feast of Fools; Filmspotting; and FlashTV.

Maximizing the value of your online ads

When it comes to purchasing keywords on sites such as Google AdWords and Yahoo, every marketer wants their ad to come first on the search engine result page. However, a large premium payment is demanded for that top placement. Why pay top dollar if sometimes position three or four on the search engine page results converts at the same rate — or an even higher one — of consumer traffic?

Here are 4 pointers that will help your ad gain consumer attention at a reasonable cost:

1. Focus on what each click is worth

Offer the maximum price to the server for the keyword. Always test them for conversion metrics and remember to determine the value of a keyword based on the conversion rate, not the click-through rate.

2. Tail words over head words

Tail words are specific and more localized, such as “women’s pink Nike air shox.” (An example of a head keyword woudl be athletic shoes). Tail keywords are best for the third and fourth search positions because they appeal to committed buyers that are usually ready to buy, so they will spend the time to click through several ads until they have found what they are looking for.

3. Fix position of a few top keywords first

Make sure to always fix the position of a few top keywords first because they will have the biggest impact on your total revenues.

4. Weekend timing

Third and fourth position keywords perform stronger during weekends, when people are off work and have increased leisure time to surf the net. In order to be ready for their searches, set up automatic bid increases for these keywords to boost your position on the weekends.

How to Advertise Online

If you’re planning to advertise on local websites — such as newspaper, TV, and radio station web sites — consider these hints to maximize your investment.

Research your local website advertising options.
Identify the local websites your most important customers use, or are likely to use. Before making the purchase, ask for web analytics that indicate the pages of the site your target customers visit most, and the times of day when they visit the website most frequently.

Have a clear goal in mind and make sure your ad reflects that.
What do what you want your target audience to do? What is the call to action? You don’t just want increased traffic for your website; you probably want increased sales, or donations, or another action of some sort. Make sure you focus on that goal in your advertising language, images, and links, and make it easy for the person to follow through.

Skip monthly ad purchase arrangements.
Plan to purchase a number of impressions in advance, for example, 10,000 impressions. With this type of arrangement, the website will feature your ad periodically over a set schedule, and the web site publisher is accountable for delivering the number of impressions for which you have paid. What is a monthly spot worth if no one visits that page/site? This system encourages web site publishers to create an interesting and engaging site that your customers will visit frequently (and see your ad repeatedly!)

Frequency works best.
Banner advertising is most effective when it is used in several websites (possibly in several places within a website) and in several sizes. One banner ad on one website probably isn’t enough to reach a market.

Link intelligently.
Use landing pages instead of home pages. Banner ads typically hyperlink to a specific page on the website. It might not make the most sense to send them to your organization’s introductory homepage. Instead, have the banner ad link to a “landing page” that relates to the content or call to action of the banner ad. It’s never a good idea to make people hunt for your message.

Grab attention with flash and video.
Static banners are history. Consumers expect to see the kind of movement and interactivity of a video clip or a moving rich media banner in online advertising. The result is higher click-through rates.

How much does it cost to advertise?

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Advertising rates vary widely, and estimating an average rate is no small task.  Yet, if you’re like most businesses or nonprofit organizations, you’d like to know how to budget for your marketing plans.

Most media publish rate cards listing their prices for advertising, but they can be almost meaningless, since significant discounts are typically negotiated.

These averages, as reported by eMarketer, should only be a departure point for planning.  The cost of a newspaper display advertisement in Washington, DC, for example can vary widely, depending on the publication and how many geographic areas are targeted, as well as frequency rates and other considerations.

One positive note: most nonprofit organizations can expect to receive a discount.  Which is great…if you can afford to purchase the advertising space in the first place.  Most advertising is mind-blowingly expensive. We’re talking about 10s of thousands of dollars to have a decent-sized display ad in The Washington Post, USA Today, or People Magazine.

There are alternatives, of course.  Using social media and email marketing are two affordable methods with excellent ROI.  Well-targeted direct mail can be effective.  Advertising on Facebook and Craigslist are two other affordable examples where online campaigns can cost less than $100.

Jefferies and Company estimates that broadcast TV had the highest cost-per-thousand (CPM) rate of $10.25, with syndicated TV at $8.77. Magazines, cable TV, newspapers, radio and outdoor advertising follow in amount of expense.

US Advertising CPM, by Media, 2008

Credit Suisse estimated the average 2009 CPM for online display advertising will be $2.39.  JPMorgan says sponsored search advertising is about $75.33 per CPM, on average.

Online video advertising pricing varies.  Preroll is the most expensive, at $35/CPM, in-stream ads can cost $16.40/CPM, and overlay ads run about $7.40/CPM, on average.

The promise of mobile marketing

New DMA Mobile Marketing Study Finds Text Messaging Most Often Recalled M-Marketing Technique

July 17, 2008 — The Direct Marketing Association (DMA) has completed a survey on mobile marketing that indicated that text messaging is by far the most often cited mobile marketing method — accounting for 70 percent of consumer mobile marketing responses — compared to a 41 percent response rate to surveys and a 30 percent response rate for e-mail offers.

“These findings suggest that mobile marketing will continue growing into a multi-billion dollar industry as more mobile phone users are enticed by falling prices to purchase data plans and broadband enabled devices,” said Edward T. Manzitti, Ph.D., and vice president research and market intelligence at the DMA

Additionally, DMA’s “Mobile Marketing: Consumer Perspectives” survey revealed:

· About one-quarter (24 percent) of those surveyed have responded to a mobile offer.

· One-third of the group that did not respond to any mobile marketing reported that they had never received an offer.

· 71 percent of people who respond to mobile offers have data plans with lack of interest and cost of airtime cited as the leading reasons by those who haven’t responded to mobile offers.

· 21 percent of mobile marketing responders indicated that they responded to three or more offers per month.

· Respondents that used AT&T (Cingular) Wireless and T-Mobile were more interested in mobile marketing incentives than respondents who used Verizon Wireless.

· Teens between 15-17 years old (19 percent) and young adults between 21-30 years old (19 percent) are twice as likely to respond to offers on their mobile devices as individuals between 18-20 years old (seven percent).

· Single (never married) respondents were the most likely of all groups to respond to mobile marketing appeals.

· Overall, higher-income respondents making more than $60,000 per year were more likely to respond to mobile offers.

· Responders to mobile marketing were typically more tech savvy — for example, responders were twice as likely than non-responders to subscribe to Internet-based music subscription services.

· Buyers of entertainment/music/video products were the most likely to respond to mobile offers.

· Categories of mobile offers were dominated by entertainment/music/video (44 percent), followed by:
Food/beverage (21 percent) and Telecommunications/Mobile (21 percent). Beauty/personal care (15 percent).
Automotive/transportation, business services, consumer electronics, financial services, and vacation/travel each accounted for 12 percent. Healthcare/pharmaceutical and real estate each accounted for 7 percent of mobile offers.

The online survey, conducted in March and April, 2008 collected data from 800 mobile phone owners. 157 surveys were completed by respondents between 15-20 years old and the remaining 643 surveys were completed by respondents 21 years old and older.

Online advertising reach

wonder what types of consumers click on all of those online ads that fill up your computer screen when you check your e-mail or search for products or information online?

According to an August 2008 study by iPerceptions, age, income, and visit frequency are three factors that are closely related to US Internet users’ likelihood to click on these online ads.  Four out of ten users surveyed who were likely to click on any type of online ad made less then $50,000 per year and 15% made over $150,000.

It’s no surprise that online video ads draw in more younger ‘clickers,’ since they make up the majority of online video consumers and are heavier Internet users in general.  Therefore, results showed that online video ad clickers skewed very young.  Results also showed that almost two-thirds of Internet users likely to click on these ads were weekly or daily visitors of the Website where the ad appeared — meaning continuous exposure piques curiosity.

David Hallerman, a senior analyst at eMarketer, also commented that consumers with higher incomes are targeted for more online ads but they use more tools to avoid them.

Look to see more online ads filling up the spaces of every web page that you visit.  Consider checking out a few of them; you may find a great deal or even some helpful information that you can share with a friend.  To look at more statistics from this study, log onto www.emarkter.com.

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