Online advertising – Gabriel Catalano®

Clever Web Banners/Ads that Deliver

Online ads and web banners have a great visual potential that usually goes unnoticed. Advertisers often neglect the creative energy when producing web banners, and accordingly, internet users tend to resent those unattractive rectangles that appear on their screens. The good news is that it doesn’t have to be that way. Web banners can be exciting, funny and creative, and, unlike other types of advertising, they can be interactive and playful. We collected examples of really impressive advertising work, all done for the web! These ads are fun to look at at, they won’t antagonize viewers with noises, blings and animations, and you can bet they generate more revenues as well. A win-win situation 🙂

And have a look at this great video about advertising:

Create your own beautiful HTML5 website today! >>

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Are You Making These Online Advertising Mistakes?

But just because you can get an ad campaign running with little to no effort doesn’t necessarily mean you’re doing it right. In fact, I would say that many advertisers are missing the boat when it comes to getting the most out their advertising dollars – and with just a few small changes here and there they could be getting a much bigger impact out of their advertising efforts.
The following list of faux pas are what I’ve found to be the most common things marketers are missing when running online advertising campaigns. None of the following best practices are super complicated or hard to figure out, but they do take some time and attention to get right. As you’ll see from the list below, online advertising is all about trying different types of ads, testing a lot and tracking everything. Once you get all of these things working together you’ll start to see your advertising efforts pay off more than ever.
1. You’re only trying one source of online advertising
There are more ways to advertise online than you can probably handle, so what’s a marketer to do? My advice would be to not throw your money around and try out everything, but to find and try the ones you feel are most worth your time and focus on those first.

I would highly suggest starting out with AdWords, Facebook and doing some direct buys on specific websites. It won’t take you long to get started with the first two since they’re both completely self-service. With AdWords you’ll target your ads based on search or content keywords while Facebook will be targeted based on audience interests and demographic information.

With the direct buys you can contact the websites via email or use BuyAds.com to find and buy advertising directly from the websites that best fit your audience.

Once you give each of those a good run you can also add some more non-traditional advertising options into the mix like LinkedIn, Reddit and StumbleUpon Paid Discovery. If you feel like your target audience is likely to be found through one of those sites, then it’s worth testing out and it won’t take a whole lot of additional effort on your end.

LinkedIn ads are similar to Facebook’s in the fact that they’re targeted to the information that’s available on someone’s profile like age, work experience or company. Reddit ads are unique to their community and could be a great fit if you’re looking to get exposure for a product or service that’s funny, entertaining or geeky. StumbleUpon Paid Discovery is a way to get whatever you’re pitching into the StumbleUpon community with hopes that it could go viral. Just be sure to choose the right category when submitting your paid submission because if you don’t your campaign will go nowhere fast.

How to start with big or small budgets

If you only have a little bit to spend, say $100/month, then buying ads from AdWords or Facebook will give you the best bang for your budget. You’ll need to be very stingy with how much you’re bidding, but you can get a decent amount of exposure if you stretch out the $100 as much as you can. The more unique and less competitive the people or keywords you’re trying to target, the longer your $100 will last.

http://blog.kissmetrics.com

Let’s face it – even though online advertising can sometimes be a dirty word, most web businesses can really benefit from it. Online advertising is a powerful way to get your message in front of a specific audience in a relevant and actionable way and there’s not a whole lot of knowledge or know-how you need to get started. Just a little bit of cash and some keywords and you’re off to the races.

The following list of faux pas are what I’ve found to be the most common things marketers are missing when running online advertising campaigns. None of the following best practices are super complicated or hard to figure out, but they do take some time and attention to get right. As you’ll see from the list below, online advertising is all about trying different types of ads, testing a lot and tracking everything. Once you get all of these things working together you’ll start to see your advertising efforts pay off more than ever.

1. You’re only trying one source of online advertising Continuar leyendo «Are You Making These Online Advertising Mistakes?»

IAB Future Formats awards showcase new online creative canvases

UK – The Internet Advertising Bureau (IAB) held its inaugural Future Formats award on 29 February, recognising next-generation ad formats. UK-news publication The Telegraph won the top award for its new online advertising format, Cascade.

By Staff Reporters
The award is described as IAB’s response to the acceleration in brand-based online display advertising. The call for entries invited media owners and technology companies to showcase next-generation formats that could be adopted in 2012.
The judging panel comprised senior members of digital media and creative agencies, including Arabella Judd, integration director, ZenithOptimedia and Ben Lunt, head of multiplatform, Leo Burnett.

UK – The Internet Advertising Bureau (IAB) held its inaugural Future Formats award on 29 February, recognising next-generation ad formats. UK-news publication The Telegraph won the top award for its new online advertising format, Cascade.

The judging panel comprised senior members of digital media and creative agencies, including Arabella Judd, integration director, ZenithOptimedia and Ben Lunt, head of multiplatform, Leo Burnett.

Continuar leyendo «IAB Future Formats awards showcase new online creative canvases»

An Insight into Facebook Marketing – Infographic

Facebook has become the default social network to focus your promotion efforts on when it comes to marketing on social media.

In fact Facebook is now the single largest publisher of all US display ad impressions.

It delivers 28 percent of all display ad impression which is more than Yahoo, Microsoft, Google and AOL combined!

This popularity doesn’t come cheap and Facebook has admitted according to Bloomberg, to increasing its advertising rates on its self service ads by 40 percent during 2011.

Online to Exceed Print Advertising in 2012

Businesses are realizing that the opportunities to grow are truly online. In 2012 eMarketerpredicts that online advertising will exceed spending on print advertising for the first time.

Online advertising in 2012 $39.5 billion
Print advertising in 2012 $36.5 billion
By 2016 the projection is $62 billion for online and $32.3 billion for print.

So it is not a good time to be owning a printing business!

Two Key Types of Facebook Marketing

Written by Jeff Bullas - jeffbullas.com

So what is happening with Facebook Marketing?

Facebook has become the default social network to focus your promotion efforts on when it comes to marketing on social media.

In fact Facebook is now the single largest publisher of all US display ad impressions.

It delivers 28 percent of all display ad impression which is more than Yahoo, Microsoft, Google and AOL combined!

This popularity doesn’t come cheap and Facebook has admitted according to Bloomberg, to increasing its advertising rates on its self service ads by 40 percent during 2011.

Online to Exceed Print Advertising in 2012

Businesses are realizing that the opportunities to grow are truly online. In 2012 eMarketerpredicts that online advertising will exceed spending on print advertising for the first time.

Online advertising in 2012 $39.5 billion
Print advertising in 2012 $36.5 billion

By 2016 the projection is $62 billion for online and $32.3 billion for print.

So it is not a good time to be owning a printing business!

Two Key Types of Facebook Marketing

Essentially there are two types of marketing on Facebook

1. Free… Continuar leyendo «An Insight into Facebook Marketing – Infographic»

Are You Making These Online Advertising Mistakes?

The Conclusion

Now that you know some of the more common mistakes that marketers make with their online advertising you should now be prepared to go out there and advertise like you never have before. As I’m sure you already know, there’s a lot of opportunity available through the different ways you can advertise online, but first you need to make sure you’re doing it the right way.

If you want three easy things to remember the next time you’re ready to throw down some money on online advertising, here they are:

Test, test, test and then test some more. You should always be testing to find out what’s working and what’s not.
Be sure to try out different advertising sources. Ad platforms like Facebook Ads and AdWords are a given, but you should also try out others sources like buying direct, email newsletters and social sites like Reddit or StumbleUpon.
Know your ROI goals (especially identifying the right “R”) and always have a way to know if and how much value advertising is creating for your business.
About the Author: Ryan Hupfer is the Customer BFF at isocket and BuyAds.com and is oddly passionate about supercharging direct ad sales for both advertisers and publishers. Be sure to say hey to me on Twitter at @hup.

http://blog.kissmetrics.com
-.-

1. You’re only trying one source of online advertising

There are more ways to advertise online than you can probably handle, so what’s a marketer to do? My advice would be to not throw your money around and try out everything, but to find and try the ones you feel are most worth your time and focus on those first.

With the direct buys you can contact the websites via email or use BuyAds.com to find and buy advertising directly from the websites that best fit your audience.

How to start with big or small budgets… Continuar leyendo «Are You Making These Online Advertising Mistakes?»

What Offline Advertisers Can Teach Online Marketers

By Cameron Chapman

As online marketers, we often ignore the methods used by offline advertisers, especially print and outdoor advertisers. After all, print is the past and digital marketing is the future. What could we possibly learn from staring at a bunch of magazine ads or billboards?

The answer is: quite a bit. Offline advertising has a much longer history than online advertising and marketing, and has had a lot more research done over the years. There are proven techniques that have worked offline for decades that online marketers have barely tried. So why not try a few techniques that have proven effective for print, television, and other offline advertising campaigns, and see how you can translate them to the web?

Don’t Fix It If It’s Not Broken

There are a number of examples in the world of print advertising where companies have attempted to change or “improve” their products and promotional methods and have nearly ruined their successful businesses. Take the recent Gap logo fiasco. Gap attempted to update their logo to reflect a more modern style, and suffered such an enormous backlash from their customers that they changed it back to the old one within days.

http://blog.kissmetrics.com/offline-can-teach-online/

By Cameron Chapman

Don’t Fix It If It’s Not Broken

Biggest brands: Top 100 online advertisers 2010

As many advertisers were forced to cut back last year, so media owners probably comforted themselves with the thought that no part of the industry was immune to the effects of the UK’s deepest recession since the 30s.

However, the latest research shows that digital media have, to some degree, managed to ride the storm. According to Nielsen, overall internet adspend rose from £461.4bn in 2008 to £506.3bn in 2009 – a 9.7% year-on-year increase. While half of the UK’s top 100 online advertisers cut their media spend in 2009, more than 80% of them increased their internet investment; many of them attracted by the prospect of solid ROI at a time when they were striving to cut marketing costs.

See Table (Ranking)

(…)

More for less

Regardless of the effects of the recession, there appears to be a growing belief among brands that increasing adspend does not guarantee marketing success. By its own reckoning, Moneysupermarket.com, the 10th-placed online advertiser in the list, spent 22% less on its marketing last year, including search, but was still able to attract 14% more customers.

‘For us, it has become less about how much you spend and more about what you say and how you say it,’ says Ian Williams, the brand’s director of communications.

In a handful of sectors there was a sharp reduction in internet adspend. While they continue to make extensive use of the channel, media/entertainment brands collectively cut their budgets for online marketing by almost 16%.

Other sectors where big falls occurred include retail, which spent 42.3% less, and the property and pharmaceutical sectors, which made reductions of 45.5% and 55.2% respectively. However, while property and pharmaceuticals cut their marketing across the board last year, retailers raised their budgets overall; this suggests that online price deflation has enabled advertisers in this sector to make significant savings.

Adam Woods | //brandrepublic.com

While the recession cut a swathe through above-the-line media channels, digital marketing grasped the opportunity to prove itself, writes Adam Woods.

O2 top digital advertiser increased internet marketing expenditure by 22.8% year on year

See Table (Ranking)

(…)

More for less

‘For us, it has become less about how much you spend and more about what you say and how you say it,’ says Ian Williams, the brand’s director of communications.

Twitter users say it’s not worth paying for

Twitter has been looking at different ways of generating revenue from its service through advertising. It recently launched @earlybird, a service pointing users to specific offers.

However, the study also found that half of internet users never click on web advertising, and 70 percent said that it was ‘annoying.’ Yet more than half said they’d rather see web advertising than pay for content.

«Internet users can obtain content in three ways: they can steal it, or pay for it, or accept advertising on the web pages they view,» said Cole.

BY Emma Woollacott

While half of all Americans use Twitter, not one would be prepared to pay for it, according to a survey.

The annual study of the impact of the internet on Americans by the Center for the Digital Future found that 49 percent of users said they’d used free micro-blogs such as Twitter.

But when asked if they would be willing to pay for Twitter, every one said no.»Such an extreme finding that produced a zero response underscores the difficulty of getting internet users to pay for anything that they already receive for free,» said Jeffrey Cole, director of the Center for the Digital Future at USC Annenberg’s School for Communication & Journalism.

«Twitter has no plans to charge its users, but this result illustrates, beyond any doubt, the tremendous problem of transforming free users into paying users. Online providers face major challenges to get customers to pay for services they now receive for free.» Continuar leyendo «Twitter users say it’s not worth paying for»

Advertisers offer new way to opt out of targeted online ads

Say you’re shopping for a new computer. You start your research with a Google search. Then, you read some reviews and check prices on shopping sites. Suddenly, you see ads for computers while reading the news or checking movie show times.

Or, how about this one: You’re on a national news site. You only see ads for events and businesses in your area.

Situations like these are not mere coincidences. Advertisers are increasingly using targeted advertising to serve online ads.

TECH TIPS: Ask Kim…

Or, how about this one: You’re on a national news site. You only see ads for events and businesses in your area.

Situations like these are not mere coincidences. Advertisers are increasingly using targeted advertising to serve online ads.

TECH TIPS: Ask Kim… Continuar leyendo «Advertisers offer new way to opt out of targeted online ads»

Social Media Case Study: Facebook plus integrated marketing helps raise $950,000

Recently, I wrote about a case study that included excellent use of integrated marketing and social media – Facebook Case Study: From 517 to 33,000 fans in two weeks (plus media coverage). The MarketingExperiments community of marketers wanted to get a deeper look at the details, so I figured, why not go straight to the source?

Brenna Holmes, a senior online account executive and strategist at Adams Hussey & Associates (AH&A), was the digital brand strategic advisor on this campaign for her client, the California State Parks Foundation (CSPF). I asked her many questions from our audience along with a few of my own…

Let’s start with your role in this campaign. Social media operations is a huge challenge in itself. We’ll get to what you did in a moment. But first, how did you get it done? Continuar leyendo «Social Media Case Study: Facebook plus integrated marketing helps raise $950,000»

Social Media Case Study: Facebook plus integrated marketing helps raise $300,000

Recently, I wrote about a case study that included excellent use of integrated marketing and social media – Facebook Case Study: From 517 to 33,000 fans in two weeks (plus media coverage). The MarketingExperiments community of marketers wanted to get a deeper look at the details, so I figured, why not go straight to the source?

Brenna Holmes, a senior online account executive and strategist at Adams Hussey & Associates (AH&A), was the digital brand strategic advisor on this campaign for her client, the California State Parks Foundation (CSPF). I asked her many questions from our audience along with a few of my own…

: Image via CrunchBase

Despega publicidad digital de aerolíneas

Despega publicidad digital de aerolíneas
Eyeblaster ya publicó su último estudio respecto a la publicidad en las aerolíneas. Entérate qué viene y dónde están las mayores fortalezas.

“Mientras el negocio de dirigir una línea aérea se ha mantenido más o menos igual durante la última década, la venta de billetes y la ocupación de los asientos ha cambiado drásticamente.

De los muchos sectores afectados por la proliferación de Internet, pocos han tenido un impacto tan grande como el de los viajes y las líneas aéreas en especial”.

Así comienza el último informe del proveedor de soporte multimedia para publicidad online Eyeblaster, denominado “Estudio sobre la Publicidad Digital para Aerolíneas”.

Eyeblaster ya publicó su último estudio respecto a la publicidad en las aerolíneas. Entérate qué viene y dónde están las mayores fortalezas.

“Mientras el negocio de dirigir una línea aérea se ha mantenido más o menos igual durante la última década, la venta de billetes y la ocupación de los asientos ha cambiado drásticamente.

De los muchos sectores afectados por la proliferación de Internet, pocos han tenido un impacto tan grande como el de los viajes y las líneas aéreas en especial”.

Así comienza el último informe del proveedor de soporte multimedia para publicidad online Eyeblaster, denominado “Estudio sobre la Publicidad Digital para Aerolíneas”.
Continuar leyendo «Despega publicidad digital de aerolíneas»

How Effective Is Mobile Advertising?

By now, we all know that mobile web is the next biggest thing. Even a report from Morgan Stanley cemented the above theory by stating that the mobile web will supersede desktop Internet by 2015. Naturally with the rapid growth, mobile ads too will grow as well. But how effective are they? A recent article from eMarketer newsletter, tries to unravel the effectiveness of mobile advertising.

By now, we all know that mobile web is the next biggest thing. Even a report from Morgan Stanley cemented the above theory by stating that the mobile web will supersede desktop Internet by 2015. Naturally with the rapid growth, mobile ads too will grow as well. But how effective are they? A recent article from eMarketer newsletter, tries to unravel the effectiveness of mobile advertising. Continuar leyendo «How Effective Is Mobile Advertising?»

News by Online Media Gazette

Online Ads Are More Effective Than Traditional TV Ads

In a recent report by Dave Kaplan, Nielsen’s senior VP of product leadership, and Beth Uyenco, director of global research at Microsoft, they found that online ads are actually more effective than traditional television ads. It’s a common understanding amongst most that digital ads are often ignored but not all of them are created equally.

For online video ads, we need to take note that most of them can’t be skipped and that’s what makes them on par with traditional television ads. In an evaluation of 238 brands and 412 products in 915 ad executions in streaming full-episode TV programs, they found that online ads have about 65% general recalls compared to 46% for television ads.

On top of that, brand recalls for online ads are also higher; 50% compared to TV’s 28%. Message online recall is 39% compared to TV’s 21%. Likability is at 26% online, compared to TV’s 14%.

With the rate of popularity amongst online video ads rising, advertisers are sure to capitalize this market as they strive to increase their digital revenues. However, the fact remains that viewers are able to skip the same commercials on television that they’re being forced to watch online. This means that they would rather be avoiding the ads they’re currently interacting with.

Surely brands will try to capitalize on this fact and try to squeeze as much money as possible through forced commercials in digital videos. But how far they can sustain this remains to be seen.

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Infographic: Timeline Of Location Technology

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Shane Snow has done it again; this time he has come out with an infographic for the history of location technology. The rapid rise of location-based networks such as Foursquare, Gowalla and possibly even Facebook, would appear that location technology is of something new. However, we humans have been using ingenious ways to locate each other for thousands of years already.

With the infographic, we can see details of the history of location-based technology, from the most primitive to the most advanced.

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HOW TO: Add Facebook ‘Like’ Widget Plugin On Your Site

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: Image via CrunchBase

Recently, Facebook announced that they’ll replace the ‘Facebook Connect’ feature with their preferred ‘like’ functionality feature. This update is the latest amongst a slew of them in the past couple of months. Over the next few months, Facebook will roll out a Digg-like function to dozens of news and entertainment websites. You’ll be able to flag – or “like” – content you enjoy; that content will then appear in your status feed.

In addition, your “like” – along with your profile photo – will appear on the page you flagged, for all your friends to see. As Facebook is quick to point out, users can choose to opt out of the functionality.

What does that actually mean for content developers? Well for one, it is a new way of spreading their content over the web through the ‘like’ button on their site. Coincidentally, AJ Batac from AllanJosephBatac has provided us with a link to download the plugin.

The plugin looks exactly like the screenshot above on my site. In order to get this installed on your WordPress blog, download the plugin here.

Installation Instructions

1. Download the Facebook “Like” Button Widget Plugin

2. Go to your site’s control panel (usually /wp-admin behind your site’s URL)

3. Under ‘Plugins’, click ‘Add New’

4. Click the ‘Upload’ tab and proceed to upload the Zip file you’ve downloaded under Step 1

5. Activate the plugin and you’re done

It was also noted that AJ Batac has given the widget a style ID so you can target it in CSS. The id is “facebook_like”. In the meantime, do share with us your feedback on the plugin.

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