While web users do scroll below the fold on websites, the portion of space 'above the fold' still remains the most valuable, with 80% of users' time on sites spent in this area.
This is the verdict of Jakob Nielsen's latest blog post, which recommends that any truly important elements are left above the fold on the page.
The research studies, expert opinions and post-mortems are rolling in. For some, the Super Bowl is the biggest game of the year. For others, it's the biggest (and certainly the most expensive) television advertising event. And there's never a shortage of gurus, pundits and wannabes eager to weigh in on how Super Bowl spots integrate with the online flavor du jour. It used to be Web sites, then search. This year, of course the talk is all about social media.
The issue of charging for online content is coming to head as companies watch their advertising revenues dip and costs rise. But a new survey from Nielsen provides new hope for content providers looking to monetize in the new economy: consumers are willing to pay for content. But the value of that content differs across media and location.
What matters more for online retailers: display advertising or search? It's likely not an either or answer, but it's a question that has been the subject of an ongoing debate in our comments section this week.
I wrote this post after reading an AdAge article that implied search only accounted for 10% of traffic sent to online retail sites. Abby Klaasen wrote:
"Nielsen found the majority of retailers' web traffic (61%, on average)
comes from people going directly to a retail site -- consumers typing,
say, Amazon.com into a browser address bar."
The idea that only 10% of traffic would be driven by search was new to me, and we asked our readers to weigh in with their own experiences. Many were surprised and confused by Nielsen's numbers (and there is a ton of information in those comments for anyone interested in the subject).
I spoke with Kenneth Cassar, Nielsen's VP of industry insights, to get some clarification. And as always, it turns out that context is key with these numbers.
Display advertising is starting to look like the little ad format that could lately. Online advertisers are moving away from click-through rates as a metric for display success, large companies from Google to Yahoo are stepping up their display efforts and now Nielsen has come out with numbers that imply display may be more effective for retailers than search advertising.
According to Nielsen, less than 10% of online retailers' web traffic, on average, comes from search engines. That's good news for display ads. But is it true?
For some, it's a travesty. For others, it's a source of jealousy. And to a few, a spot on it is worth big bucks.
I'm talking of course about Twitter's suggested user list, or SUL. There's been so much talk about it that a few months ago, Twitter co-founder Biz Stone took the time to remind everyone why the SUL exists in the first place.
It’s 7.30am on day two of Nielsen’s Usability Week in Caesar’s Palace Las Vegas and let’s just say I’m pleased they’re pumping pure oxygen into the casinos...
An interesting post by Erick Schonfeld at TechCrunch details how
Nielsen has been "gushing" about Facebook since it partnered with the
giant social network on a service called BrandLift, which is designed to help advertisers measure the effectiveness of their ad campaigns on the site.
One report Nielsen issued after it teamed up with Facebook highlights
just how much time consumers are spending on social networks, and
Facebook in particular. Another provided data showing that affluent
consumers are more likely to be using it than MySpace. The
obvious question: is Nielsen presenting objective data to advertisers or
is it overhyping its newest partner?
Facebook may have made it into the black this month, but proving to the press and marketers that its ads work is another story. To hasten that process, the social netowrk has teamed up with Nielsen to to poll users on the ads they are served and package that data for advertisers.
Nielsen's polls provide skewed samples across platforms — because viewers that opt-in to respond to them are not emblematic of all viewers — but it should still provide a good proving ground for Facebook ads.
Microsoft has surprised many with its latest attempt at cracking the search engine market. While its 'decision engine' Bing is no threat to Google, it's starting to look like Yahoo had better hope its deal to outsource its search business to Microsoft passes regulatory scrutiny.
According to Nielsen, total searches at Bing hit 1.1bn in the month of August, a 22% jump from July. That gave Microsoft a 10.7% market share amongst search engines for the month. With 1.7bn searches in August and a 16% market share, Yahoo is starting to become a visible target on Bing's horizon.