A new report into the efficacy of banner ads claims to dispel myths about low CTRs and conversions.
Published by display ad firm Criteo, the report is essentially a rebuttal to a comScore research paper from 2008 entitled ‘How Online Advertising Works: Whither the Click?’
ComScore found that a small subset of people, less than 10% of all internet browsers, were responsible for more than 80% of all clicks.
It concluded that those who click on banner ads tend to be younger and with low income, so were “hardly an attractive target segment for most advertisers”.
Criteo disputes these findings, claiming that people who click ads are more likely to make a purchase, and the more ads a user clicks on the more products they will buy.
The report highlights several ‘myths’ about banner ads, and then seeks to dispel each one...
Mobile search is growing rapidly, increasing by 250% for Q1 year-on-year as traffic on mobile devices increased four-fold. It's also a trend that looks set to continue.
Mobile now accounts for 11% of all UK search spend compared to 8% in the US, yet many companies have been slow to wake up to the opportunities that it presents for increasing brand awareness and customer acquisition.
One such case in point is paid search. Brands are spending big bucks on some keywords, but are neglecting the mobile searcher. This not only reduces the opportunities for acquisition, but could also negatively impact Quality Score.
With this in mind, I looked at which brands are most visible for each of the three most valuable keywords (mortgages, insurance and loans), and whether they make the most of their prominence by linking users to a mobile site.
Facebook’s mobile app has long been its weak link, and despite constant updates it still offers a poor user experience.
Throughout 2012 it has been busy acquiring companies that had achieved some success in mobile, including Karma, Glancee and Instagram, yet improvements to the Facebook app have been negligible.
While app design is a complicated science, there are a few basic issues that Facebook could try to resolve that would vastly improve the user experience.
Domino’s pizza has taken the unusual step of partnering with a web app start-up in a bid to drive brand affinity with football fans.
Squawka, which launched on June 8, is an interactive web app that gives real time stats and analysis during football matches, as well as acting as a forum for fans to discuss the games.
The deal is part of Domino’s affiliate marketing activity, but as it is being run with a start-up the emphasis is on driving brand awareness rather than increasing sales.
Domino’s marketing activity already has a strong focus on digital. It launched its iPhone app in 2010 followed by an iPad app late last year.
Econsultancy's Graduate Bootcamp welcomes its first intake next week, giving the new grads hands on experience of e-commerce and digital marketing.
The week-long programme, created in partnership with Inspiring Interns, aims to deliver core digital skills and practical application alongside employability training and career coaching.
Programme graduates will be offered the opportunity to take a three-month internship in a digitally focused role to put their newly acquired digital knowledge into practice.
We've previously spoken to former Home Secretary Jacqui Smith about why she supports Inspiring Interns, and here we meet four of the grads taking part in the bootcamp...
Once again, here are some of the most interesting digital marketing stats I've seen this week.
Stats include usage of connected TV apps, sales and traffic data from Affiliate Window, fashion search rankings, attitudes to privacy and how brands use big data.
Here's a round up of some of the best infographics we've seen this week.
Topics include the world app economy, the best time to post links on social media, the evolution of content marketing, and some shameless self-promotion.
If your eyes are straining to see the detail, you can click on some of the images for larger versions...
Augmented reality is becoming a common feature in marketing campaigns, yet there’s little evidence to suggest that it is catching on with consumers.
AR app Aurasma is making a huge effort to build awareness of the technology, and now works with more than 5,000 partners ranging from advertisers to schools.
One of its most successful partnerships is with Top Gear Magazine, which now embeds digital content in every monthly issue.
It has also worked with Universal to promote the new Jurassic Park DVD, and David Cameron is even said to have the app on his smartphone.
To find out more about how AR works, I spoke to head of partnerships and innovation Matt Mills…
A quarter (24%) of UK students use Google+ compared to 45% who use Twitter, according to a new survey by The Beans Group.
This will be encouraging news for Google, although the question doesn’t ask how often respondents use the site or for how long at a time.
The Youth Insight Report 2012/13, which interviewed 1,698 students during April and May, confirms that Facebook is far and away king of the social networks, with 97% of respondents using the site.
Pinterest is the tenth most popular network (6%), with only Quora (0%) proving to be less popular.
ASOS and Topshop are the top performers for social media marketing, according to a new report from Stickyeyes.
The report, which also looked at search rankings among women’s fashion retailers, found that the two brands achieved the top scores for the number of social touchpoints and the level of engagement with consumers.
ASOS is the top performer, achieving 87% on Stickyeyes’ social media score card index. This is a reflection of how they have built and developed a large socially engaged audience.
Topshop came second with 77%, but what do the scores actually mean?