Behavioral targeting has been batted around by privacy advocates and regulators over the last year, but a new study from professors at the University of Pennsylvania and the University of
California, Berkeley has found that consumers not only want nothing to do with BT, they aren't interested in its side effect: better targeted ads.
The economy may not be great, but the internet isn't complaining. In fact, the economy has likely helped internet advertising achieve a significant milestone in the UK. According to the Internet Advertising Bureau (IAB), internet ad spend surpassed television ad spend for the first time ever anywhere in the world.
Total spending on internet ads in the UK hit £1.75bn in the first two quarters of the year, a 4.6% year-over-year gain. That's good enough to account for almost 24% of all ad spending. Television, on the other hand, now accounts for just 21.9% of ad spend following a painful 16.1% year-over-year decline.
Advertisers may think their ads are effective, but consumers are not always prone to agree. A new
LinkedIn Research Network/Harris Poll found that a gap between advertisers and consumers still exists in ad perception.
While the majority of advertising professionals think their advertising works quite well, consumers are not so convinced. And perhaps the most troubling result is that new ad formats online are annoying consumers.
More than half of respondents to a recent survey said they find mobile an easy-to-use platform with which to communicate with their favourite brands, and agreed that they would be willing to pass on offers to their family and friends.
endorsed by the Internet Advertising Bureau and the Mobile Marketing
Association, shows 54% of the people questioned would be willing to use
mobile to interact with "brands of their preference".
Mobile advertising may still be a nascent market compared to online and traditional advertising, but its performance rates are often higher. For instance, mobile display ads have five to ten times higher click-through rates than banner ads online. Those numbers are impressive, but can they last?
At the IAB Marketplace: Mobile conference on Monday, the consensus was unsurprisingly yes. Mobile marketers and advertisers are pleased with how their medium has been performing in the downturn. And they were more concerned with the sucess of what is currently out there than the reach of mobile advertising as compared to online.
But will mobile advertising sucess rates continue when the novelty wears off?
Online advertisers are hoping to head off federal regulation of behavioral targeting with new measures that protect users' privacy and inform them of when and where they are being tracked online.
A new bill being crafted in Congress is rumored to include a regulation that would force advertisers to use opt-in provisions when tracking users online.
But web advertisers are trying to come up with measures that would adequately inform consumers of their tracking policies to avoid a blanket provision that could severely handicap the business of collecting user information and selling it to advertisers.
The general consensus seems to be that the Great Recession will end sooner than later and, even if we've got some permanent scars, most of us in Internet Land will get back to business as usual.
But what if that's not the case? What if online publishers should be preparing for a protracted period of little to no growth in online ad spend?
Today at the IAB Social Media Conference in New York, the Interactive
Advertising Bureau released a new set of best practices for social
advertising online. The IAB began setting
standards for online advertising in 1996, and the new guidelines are
meant to make social media ad buys more standardized, and especially,
This is important in the social media space, where so many
people are still unsure of what they want from social media campaigns
and what their campaigns are capable of there. However, it is still unclear if the large social media networks will adhere to the standards.
The IAB released its first mobile ad spend study this week, which shows that the UK market grew by 99.2% year on year, and was worth a total of £28.6m in 2008.
I've been talking to the IAB's head of mobile Jon Mew about the mobile advertising survey...
Social media is marketing, not advertising, but it's got to live somewhere, and it's got to be measured. So it's only slightly ironic that the Interactive Advertising Bureau (IAB) would introduce definitions of social media metrics, given social media is the marketing channel that's actual beginning to replace advertising.
In a hefty 12-page document, the IAB's "Social Media Ad Metrics Definitions" (PDF download) slices social media into three subsets, and outlines relevant metrics for each. The major categories are defined as: