These days, display advertising effectiveness data is accessible online. You can easily research brand data to distinguish between what is effective and what isn't. This isn't rocket science; it is verifiable and tangible knowledge of what consumers respond to. Most digital advertising hosts run simple A/B tests to identify specific elements that are successful. Using both a test group and a control group, advertisers are able to compare small changes to an ad to see which has more impact. The statistical results of testing are used to tweak creative content to generate a better version.
For some businesses, being able to market to consumers anywhere on the planet has been a boon. But a much larger segment of the small business community mostly serves customers in their own backyard. Here is a look at how local businesses can use the power of online marketing to reach their local customers.
As online display advertising becomes more popular with small business, measuring campaign success becomes more challenging. It would be easier if click-through-rates told all that is needed to know about how well display ads work. But clicks aren't really what matter most. Display advertising is underestimated as a means of brand-building. Therefore, many advertisers don't end up using the correct measurement techniques to keep track of the effects of their brand awareness.
Yes, I’m an Internet Old-timer, but surely I’m not the only one who remembers seeing the first banner ad for AT&T on Hotwired.com back in October 1994. Display advertising is 18 years old. As the digital ad industry enters adulthood, it appears as though we’re training a whole new generation to ignore the very ads designed to keep our Internet free - a phenomenon called “banner blindness.” Despite comeback reports to the contrary and rosy analyst projections, I believe display advertising is fundamentally broken.
The way I see it, there are three big problems with display and three ways publishers can address them. After laying it all out, I’ll call out a publisher who is blazing a trail in best practices for addressing all of this.
Problem1: Expect Irrelevance. Good display ads are being crushed under the weight of tonnage. Take a look at premium publishing sites, or even some of the better special interest digital publishers, and you will see a lot of ads -- too many ads. Some are relevant to the reader. Most are not. And the most relevant ads are capped out after the first few impressions of the day. After that, a steady stream of online universities,... Read more
Will 2013 be the year in which streaming digital TV goes mainstream? The numbers are in, and it doesn't look good for traditional cable TV.
A 2012 study by the ISI Group confirmed that American viewers continued to ditch their cable TV subscriptions in favor of accessing high-speed streaming services. Instead of flipping through “whatever's on TV” every night, these cord-cutters are hooking up their smartphones, laptops and tablets to traditional TV screens or gaming devices and accessing their programming via the Internet.
Cutting the Cable Cord
If you peruse cable.TV, you'll see an average cable package that includes 100-plus channels runs about $70-100 a month. Experience shows that most viewers regularly watch only four or five. What streaming digital TV offers is the ability for viewers to watch the content they want, when they want it, using much-cheaper (starting at about $8 a month) services like Netflix, Hulu Plus, Apple TV, Roku and Slingbox. This may spell doom for cable operators, who are coming up with their own initiatives to prove their worth to current and potential subscribers.
They'd better hurry up. According to businessinsider.com, three of... Read more