Posts tagged with 'display advertising'
All eyes were on Google yesterday afternoon when the search engine giant reported its earnings for the second quarter. Because of its position, Google has served as a sort of proxy for gauging the global recession's effects on the internet economy.
Based on Google's results, there's good news and bad news. The good news: things could be far worse. The bad news: things could be far better.
If online advertising is going to work, tech companies are going to have to take some lessons from traditional media, whether they like it or not.
Most especially for display advertisers, most online measurements have a fatal flaw — brand building campaigns don't always translate into click-throughs.
A recent study released by the Online Publishers Association and comScore has shown that display ads produce a 50% lift in Internet searches for brand terms within a week of viewing. But without an immediate click-through, that's not easily measured.
And according to one Microsoft exec, the answer to this problem is a return to old media metrics.
The global recession that has hammered stock markets around the globe continues on. Some people are even seriously referring to the 'D' word.
This hasn't been good news for businesses relying on advertising dollars. Advertisers are cutting budgets and for some ad-supported online businesses, that means cutting back on services, cutting back on staff and trying to come up with new business models.