Targeting is a concept in marketing that goes back to the beginning of media.
Even newspapers in 18th century America and elsewhere knew the concept of targeting — topically and geographically.
Topical targeting appealed to groups with a like-minded interest, especially politics. Geographic targeting of course reached out to the citizens in a town or city. The Boston Gazette, which lived from 1719 to 1798, obviously appealed only to residents of Boston.
Facebook targeting in that sense is no different than an 18th century newspaper.
Anyone who has built a Facebook page will get visitors to that page based on a common interest. (more…)
Anyone who has developed a responsive Web site that displays well for mobile visitors will likely find that their total audience has increased over the last few years.
If the responsive site has been well designed, the pages per visit and return visitors should be increasing as well.
Search engines recognize sites that are responsive and raise their rankings in search results because visitors will respond favorably to those results.
Unfortunately, all of this good news doesn’t mean that mobile advertising will deliver the same kind of numbers.
Numerous credible sources point to weak clickthrough rates and RPMs (revenue per thousand impressions) for mobile advertising.
Ironically, spending on mobile advertising continues to climb while spending for desktop advertising has weakened. (more…)
Programmatic advertising growth in billions of dollars. Data source: IAB. Graphic © Promise Media
Old practices sometimes get new names, and programmatic advertising is one of them.
This hot buzz word describes a process of automating the buying and selling of ads online.
What makes it so hot now is a vision of the future that takes away any decision making on the part of the marketer and places it directly in the hands of software that does real-time bidding of ad space.
Programmatic ad spending for digital will grow 137 percent in the United States this year and exceed $10 billion, according to research firm Emarketer.com. That total will make up 45 percent of the digital display advertising market in the U.S.
“We expect spending to increase another 47.9% next year and to double this year’s total by 2016, when it will reach $20.41 billion, or 63.0% of US digital display ad spending,” the firm says. (more…)
Data source: IAB. Graphic © Promise Media
Search-related advertising has dominated the online environment for desktop computing for many years, but mobile may be changing that dominance.
The search format, usually in the form of text ads, made up 43 percent of total online advertising in the first half of 2013, according to the Internet Advertising Bureau.
Banner advertising came in a distant second place at 19 percent while mobile (mainly mobile search and banners) made up only 15 percent.
Those numbers looked quite a bit different in the first half of 2014. (more…)
An online business will find the future bleak if it doesn’t cope with two basic facts: audience growth has slowed to single digits while the creation of new sites is growing at high double digits.
Growing online market share is the best and possibly one of the few remaining strategies that can increase the chances of a digital business surviving in the years ahead.
Certainly, it requires businesses to grab newly created audiences, but it also requires taking audience away from competitors.
In the early days of digital, even a somewhat badly run online business could grow simply because the online audience was growing at such a rapid pace and there were far fewer competitors than exist today. (more…)
Generating digital revenue via email advertising is becoming more difficult than ever based on current trends, technology and competition for consumers’ attention.
That doesn’t mean it’s dead, just that it’s not nearly as bright an opportunity as it was some years ago.
In fact, the Internet Advertising Bureau has dropped email advertising as a product category that it tracks in its trend reports.
In the first half of 2013, email ad revenue totaled $78 million or less than 1 percent of search revenue, according to research reports from the IAB. (more…)