http://www.digitize.ie/news_resources/ Online Advertising News from Digitize en ronan@digitize.ie Copyright 2012 2012-05-11T14:21:33+00:00 http://www.digitize.ie/site/online_adverts_acceptable_compromise_for_free_internet_access_-_survey/ http://www.digitize.ie/site/online_adverts_acceptable_compromise_for_free_internet_access_-_survey/#When:14:21:33Z However, 55 per cent of the 2,000 respondents said they would rather see online advertising relevant to their interests and 59 per cent would rather see a lower number of relevant ads online than a higher number of less relevant ones. Only one in 10 people would be willing to pay for websites and online services they currently use for free if those services removed advertising. Nearly half said they would like to be able to control the type of advertising they see online and 40 per cent want to know what personal information is being shared. A third would like to be given more information about who is advertising to them. Nick Stringer, Director of regulatory affairs at the IAB UK, said: “This research shows the balance that the industry needs to strike: providing clear and transparent information and control to empower consumers and help them safeguard their privacy, whilst enabling relevant advertising to help fund the quality content and services that they demand.” Carl White, CEO ValueClick Europe, said: “Businesses and brands must begin to engage consumers in an open and transparent dialogue about how and why they see advertising online. This study shows that people are more receptive and open-minded about online advertising than is often reported, but they are also wary and understandably confused about the mechanics of digital marketing and privacy.” Online Advertising 2012-05-11T14:21:33+00:00 http://www.digitize.ie/site/eonline_now_being_represented_in_ireland_by_digitize/ http://www.digitize.ie/site/eonline_now_being_represented_in_ireland_by_digitize/#When:15:24:45Z Digitize New Media are delighted to announce their appointment as exclusive partners to E!online in Ireland. The home of ‘Keeping up with trhe Kardashians’, ‘The Girls of the Playboy Mansion’ & ‘Fashion Police’ is for the first time available to Irish Advertisers. E!online’s Women 15-34 profile 46% is almost twice that of Mailonline's 27% (Comscore) E!online’s users are far more loyal! They visit the site on average 12 times per month, Vs. only 7 times per month for mailonline (Comscore). Standard formats available from now, Rich media & integrations to follow soon. For more information please email info@digitize.ie or call your Account Manager on (01)6622380 Digitize News, Irish Market, Online Advertising 2012-05-09T15:24:45+00:00 http://www.digitize.ie/site/marketers_must_shape_online_regulation_isba_president_woods/ http://www.digitize.ie/site/marketers_must_shape_online_regulation_isba_president_woods/#When:11:48:40Z Speaking recently at the annual Institute of Practitioners in Advertising (IPA) Members’ Lunch in London, Woods said the government was prepared to seek partnership to effect change and the industry should respond positively to this. Woods also addressed the issue of Online Behavioural Advertising and the challenges posed by the EU’s ePrivacy regulation. He said: “We need to achieve a balance between valid concerns on privacy – which should interest us as consumers as well as advertisers – and enhancing the consumer experience and fostering e-commerce.” “It will be a while before we get clarity in this area, but in the meantime advertisers and agencies alike should be aware of the regulations to ensure that they do not unwittingly get into difficulties.” “The crux of the issue is transparency towards consumers. This means consumers being told what data is held on them, and by whom, and being given the chance to opt-out if they so wish. It’s encouraging that all bodies in our industry are in the same place in terms of what we are trying to achieve and are working together,” he maintained. Online Advertising 2012-05-04T11:48:40+00:00 http://www.digitize.ie/site/online_adspend_grows_19.6_per_cent_to_132_million_writes_seamus_blacoe/ http://www.digitize.ie/site/online_adspend_grows_19.6_per_cent_to_132_million_writes_seamus_blacoe/#When:15:18:50Z Advertising spend on other media recorded a 4 per cent fall in 2011, totalling 897 million euro. Digital ad spend now ranks third behind TV and newspapers but ahead of radio, outdoor, cinema and magazines. Search marketing grew an estimated 16 per cent in 2011, accounting for a 42 per cent share of the online market. Hot on it’s heals was display advertising which took a 38 per cent share of the digital space. Increased display spending across social media sites is one of the key drivers of the growth, with advertising on social media sites estimated at 5.8 million euro in 2011. Classified advertising online remained flat in 2011 and its share of the online advertising market slipped to 20 per cent. Telecommunications is the top performing online display category with a 12 per cent market share, closely followed by FMCG and Entertainment and Media with 11 per cent each. The top spending category for classified advertising in 2011 was Property/Recruitment with 36 per cent, while auto garnered 30 per cent of the sector. Looking to the future, some 70 per cent of the participants in the IAB PwC Online Adspend study anticipate “growth” or “strong growth” in the next 6 months. This is underpinned by increased broadband penetration, increased time spent online and the preponderance of smartphones in the Irish market. Media agencies predictions for 2012 vary from 13 per cent to 20 per cent growth in online adspend. Eamonn Fallon, Chairman of IAB Ireland, said: “The strong performance of online advertising recorded in our 2011 Adspend Study is good news for the Irish advertising industry. IAB predicts that the growth of online adspend in 2012 is set to break the €150m barrier and see online account for 20% of total adspend”. Online Advertising 2012-04-20T15:18:50+00:00 http://www.digitize.ie/site/consumer_trust_in_online_advertising_growing_-_nielsen/ http://www.digitize.ie/site/consumer_trust_in_online_advertising_growing_-_nielsen/#When:15:11:49Z Nielsen’s Global Trust in Advertising Survey of more than 28,000 Internet respondents in 56 countries found while confidence in TV, newspaper and magazine ads declined sharply in recent years, trust in online ads continued a steady rise. Ads viewed in search engine results are trusted by 40 percent of global respondents in Nielsen’s survey, up from 34 percent in 2007. Meanwhile, the study found that 36 per cent of consumers trust video ads, the same number that deem sponsored ads on social media sites trustworthy. Randall Beard, global head of Advertiser Solutions at Nielsen, said: “The growth in trust for online search and display ads over the past four years should give marketers increased confidence in putting more of their ad dollars into this medium.” Elsewhere, the Nielsen survey revealed that one-third of global respondents trust video or banner display ads on mobile devices such as tablets or smartphones, while 29 per cent said they trust mobile phone text ads. Online Advertising 2012-04-13T15:11:49+00:00 http://www.digitize.ie/site/us_do-not-track_option_expected_before_year_end_ftcs_leibowitz/ http://www.digitize.ie/site/us_do-not-track_option_expected_before_year_end_ftcs_leibowitz/#When:11:41:03Z He said he expects concerned companies to develop a mechanism by the end of the year that allows people to say they don’t want their online browsing behaviour collected. He said this should help the online economy expand because it would build user trust in the Web. Leibowitz noted: “Online advertisers, major web browsers and an international consortium have all made great strides on do-not- track. They recognize that do-not-track will help build consumer confidence in the Internet and that in turn will spur greater Internet commerce.” “Collection of personal data has led to great benefits for consumers, and we all want those benefits to continue, but not at the expense of consumer privacy,” Leibowitz told the lawmakers. He clarified that the mechanism needs to allow users to limit collection of personal data, not just provide the means to refuse targeted advertising. He praised the Digital Advertising Alliance, an association of online advertising groups (including Google, Microsoft and Mozilla), and the World Wide Web Consortium, an international group that is developing global standards for do-not-track technology. “Three streams are coming together. They are all heading in the same direction: a persistent, effective, easy-to-use do-not-track option for consumers,” he said Online Advertising 2012-03-30T11:41:03+00:00 http://www.digitize.ie/site/nielsen_and_groupm_to_set_up_combined_tvinternet_ratings_service/ http://www.digitize.ie/site/nielsen_and_groupm_to_set_up_combined_tvinternet_ratings_service/#When:08:49:17Z The service is an extension of Nielsen’s existing online campaign ratings, which were launched to provide TV-comparable reach, frequency and GRP measures for online advertising. Cross-platform ratings add in TV measurement data to provide total and overlapped reach and frequency measures for campaigns running both online and offline. The aim of the new service, dubbed Nielsen Cross-Platform Campaign Ratings, is to overcome challenges posed by separate media planning, buying, and analysis processes for TV and the Internet. Also, it aims to answer a growing demand by advertisers for cross-platform measurement tools that help them streamline their marketing strategies. The two companies will also work together to develop innovative new measurement tools that extend beyond TV and online to other platforms. Steve Hasker, president of Media Products and Advertiser Solutions for Nielsen, said: “Cross-platform metrics are essential to both buyers and sellers of advertising. Every day, we’re hearing from advertisers, online publishers, TV networks and agencies that a better system of measurement is required. Through working closely with GroupM and others in the industry we believe we can help create best practices that will benefit the entire ecosystem.” Online Advertising 2012-03-26T08:49:17+00:00 http://www.digitize.ie/site/size_of_display_advertisements_do_matter_writes_seamus_blacoe/ http://www.digitize.ie/site/size_of_display_advertisements_do_matter_writes_seamus_blacoe/#When:16:28:23Z The “Size Matters” study, in conjunction with the Internet Advertising Bureau (IAB), was based on 770 campaigns over a two year period across UK, USA, Europe, South America and Australasia. It examined the performance of formats across five key brand metrics: Aided Brand Awareness, Online Ad Awareness, Message Association, Brand Favourability and Purchase Intent. A total of 6 formats were analysed, three new: (Billboard, Wallpaper and Half Page) and three already established formats, (Skyscraper, MPU and Banner). The study consisted of responses from 765, 000 participants across 15 different countries. The results highlight the performance of the different ad formats against brand metrics by showing the average uplift achieved by exposure to each format. It found that the Billboard outperformed other formats analysed. It offered three times better ad awareness levels and double the level of brand favourability uplift than the next best performing format (Wallpaper). The Wallpaper format provided five times the level of message association and the highest level of brand awareness. Elsewhere, the already existing Skyscraper outperformed other formats at the end of the purchase funnel, achieving an uplift of 1.4 percentage points for purchase intent. Tim Elkington, IAB’s director of research and strategy, said: “There’s a lot of excitement in the industry about new larger display formats and these important research findings show that this excitement is well placed. The new formats, in particular the Billboard and Wallpaper, deliver great results for advertisers against key brand metrics, especially at the start of the purchase funnel.” Online Advertising 2012-03-16T16:28:23+00:00 http://www.digitize.ie/site/64_per_cent_of_uk_online_video_users_exposed_to_video_ads_writes_seamus_bla/ http://www.digitize.ie/site/64_per_cent_of_uk_online_video_users_exposed_to_video_ads_writes_seamus_bla/#When:17:30:05Z Using their benchmark Video Metrix service, comScore found that 34.2 million UK internet users (80 per cent of total) saw a total of 8.4 billion videos or 58.8 billion minutes in January. Unsurprisingly Google Sites ranked as the leading video destination in the month with nearly 30 million unique viewers who watched nearly 3.7 billion videos. Equally as unexpectedly YouTube videos accounted for 99.5 per cent of all videos watched on the search giant’s video estates. Online music video destination VEVO ranked second on the list with 11.7 million unique viewers watching 177 million videos, while Facebook came in third place attracting 8.3 million unique viewers who viewed 45.0 million videos. A demographic analysis revealed that males were far more engaged with content videos, accounting for 74.7 percent of all time spent watching them compared to just 25.3 per cent for females. When it came to video ads, the gender split was more even with males accounting for 56.4 percent of all time exposed to ad videos compared to 43.6 percent for females. People in age group 15-24 years represented the largest age segment for content videos with 6.3 million viewers, while 4.6 million 15-24 year olds were exposed to video ads. This age bracket also spent the greatest amount of time engaging with content and ad videos. With younger age demographics become more difficult to reach via traditional media channels, online video represents an important channel for reaching and engaging this particular audience. Online Advertising 2012-03-09T17:30:05+00:00 http://www.digitize.ie/site/43_per_cent_of_irish_consumers_shopped_online_in_2011/ http://www.digitize.ie/site/43_per_cent_of_irish_consumers_shopped_online_in_2011/#When:10:12:30Z There are some regional variations, with internet shopping most likely in Dublin (50 per cent) and the west (48 per cent) and least likely in the border counties (31 per cent) and the south-east (35 per cent). While this figure puts Ireland on a par with average EU ecommerce use, it still lags the UK where up to 71 per cent of consumers shopped online in 2011. Unsurprisingly, internet use is greatest among younger people with 77 per cent of 16-29 year-olds on the internet daily, compared with 64 per cent of the 30-44 year-olds and just 21 per cent of the 60-70 year-olds. Meanwhile, 57 per cent of adults have signed up to online deals sites and a third of Irish consumers have purchased using such sites. While 87 per cent of consumers who bought through a discount site said they would do so again, 28 per cent said they were unhappy with the purchase. Elsewhere, Facebook continues to lead the social media space with 47 per cent of Irish adults having an account, way ahead of second placed Twitter with 11 per cent. Some 8 per cent of respondents had a Linkedin account, while 7 per cent had a Google+ one. Half of Irish consumers like to write about brands on social media and other sites, slightly above the global average of 47 per cent. Special offers and promotions were the greatest motivation among this cohort (74 per cent), followed by seeking advice (47 per cent). The ‘State of the Net’ bulletin is compiled by AMAS in association with the Irish Internet Association from publically available statistics. Online Advertising 2012-03-06T10:12:30+00:00