Data: The Digital Common Denominator

In April 2013, the IAB released a report that revealed double-digit growth for both search and display. Additionally, within digital, video was named the fastest-growing sector, reaching $2.3 billion. I spoke with three industry experts in display, search and video to gain deeper insights into how and why search, display and video will continue to show a positive curve. Display: Audience Buying In Prime Time When it comes to display, it’s obvious that the driving force behind its growth is data. Gerry Bavaro, Chief Strategy Officer of Resolution Media, says, “Audience-based planni [...]

Adwords For Video Gets Reporting Enhancements

adwords-for-video Google has added three new measurement features to the AdWords for video reporting interface. The enhancements are designed to make reporting more goal-oriented and to make it easier to compare campaign performance across platforms and other forms of media. Reach & Frequency Reach and frequency metrics, including Average Impression Frequency and Average View Frequency, have been added to the interface to give you more insight into how many unique viewers have seen your ad and the average number of times they’ve seen it. It's now easier to tell if your ads are getting enough im [...]

How To Get Started With YouTube Promoted Video

youtube-featured Earlier in the year, YouTube surpassed Yahoo as the world’s second largest search engine. In June 2011, ComScore reported that in the U.S., YouTube attracted 5.6 billion viewing sessions per month and the average U.S. visitor frequents the site 23 times a month with each visit lasting on average 26 minutes. And, just today, ComScore also reported that YouTube passed 20 billion video views during October 2011 alone. No matter how you look at the data, that’s a lot of eyeballs and a lot of time spent on a single site that a marketer can take advantage of. But creating a video is only hal [...]

Internet Ad Revenue Hit Record High In Q4 2009

Recession? Economic slowdown? Financial gloom-and-doom? Not online, and not as far as Internet advertising is concerned. The Interactive Advertising Bureau (IAB) says that U.S. online ad revenue hit an all-time high of $6.3 billion in Q4 of 2009, a 2.6% increase over the fourth quarter of 2008 and a 14% increase over Q3 of 2009. My overdramatic opening sentence aside, the economic downturn obviously did impact online advertising last year: The IAB says U.S. ad revenues for all of 2009 dropped 3.4% from 2008 to $22.7 billion. Search and display ads continue to be the strongest ad formats, [...]

Yahoo Formalizes Rich Ads In Search, Text Ads Gain Images Or Video

After testing this for close to a year, Yahoo is set to formally announce Rich Ads In Search -- a service that places images and videos into paid ads in Yahoo's search results. The New York Times says the service will be announced formally on Thursday. A search for Pedigree dog food brings up a video in the primary paid listing: Other additions include images and search boxes inside paid ads. The NYT article says Yahoo is charging a monthly fee for Rich Ads In Search, and only "large, brand-focused advertisers" can use the service at this point. If you're thinking you've heard abo [...]

Video As A Search Marketing Tool For SMBs

Video is becoming an important part of local search marketing campaigns, and this week's SMX Local Mobile conference features talking about how small and medium businesses can use video to be more effective with their online marketing. Video solutions providers to these panels are Jared Simon, VP of Business Development of TurnHere, and Anupam Gupta, President and CEO of Mixpo. I caught up with Gupta earlier this week and asked for a preview of what he'll be presenting at the conference. To summarize, Mixpo is a turnkey video marketing solution geared specifically for SMBs (small-to-mediu [...]

Online Video Ads: What Small Business Advertisers Need To Watch For

According to comScore, U.S. Internet users watched 11.5 billion online videos in March, 2008. The average viewer watched nearly three hours of video online. These statistics make video an attractive means for advertisers to reach their audience, and in turn, a potential windfall for online video hosts such as YouTube and Google. So far, however, online video sites are finding that users want to be entertained with online video and not necessarily watch commercials. So how do small business advertisers effectively tap into the online video craze and relay their messages to target audiences? [...]

Google AdWords Video Ads Now Live & In the Wild

A few minutes ago, I posted screen captures of Google's new video ads in the real, live, and wild search results. These were announced back in February but only now appear to have really gone live. Searches that triggered this result for me included cell phone or smart phones or phones. It seems like BlackBerry and AT&T are testing the new AdWords video ads. Here is a screen capture: Here are some screen shots of BlackBerry's ads as shown on the right hand column: For more screen captures, see the Search Engine Roundtable. Advertisers pay for these ads on a CPC basis -- watching t [...]

Google Pushes AdSense For Video Again

As expected, Google announced another push to get advertisers and publishers to utilize video ads. Yes, Google did a pilot video ad program back in May 2007 and then another video ad push in October 2007. But from these, Google said they've learned much and have made changes to the new program. Google said they will sell both "InVideo" ads, where a video ad appears at the bottom of a video, as well as text overlay ads that put text below a video. The InVideo ads are paid on a CPM basis, while the text overlay ads are paid on a CPC basis. To see demos of both formats, click here. Google al [...]

Internet Yellow Page Video SEM: Worth The Effort?

Informational videos are an excellent way for local businesses to get positions with the natural search engines, through the trend toward blended or universal search results which mix video in with traditional results. Videos are also becoming an attractive way to bring in leads, sales, and new customers from viral and social marketing. While most search engines and marketers have adopted a "wait and see" attitude with local video products, the major internet yellow pages have taken the initiative, offering some interesting opportunities for search marketers to jump in early when competitio [...]

AOL Offers Video Ticker Ads

AOL is introducing a new video advertising format: ticker ads. It's the latest video site to move away from pre-roll, which the Online Publishers Association suggests is a good model but otherwise is roundly rejected by users as delivering a bad experience. According to the AOL press release, the new ads were developed in conjunction with Gannett-owned PointRoll. Here's how they work: Rather than overlaying an ad and obstructing the view of a video, AOL's video ticker ad appears at the bottom of the video player 10 seconds into the video stream. When clicked by a user, the ad expands whil [...]

Superpages Rolls Out Video Advertising Nationally

Local search and directory provider Superpages has announced video advertising on a national basis after a several-month test in selected U.S. markets. All the major U.S. yellow pages advertisers are now offering video advertising, though all are in early stages of rolling it out. To my knowledge, Superpages is the only performance-based model where bidding would be involved. Superpages is charging advertisers a one-time $990 production fee and a small monthly recurring fee to have a video icon associated with their listings. For each consumer stream/click, advertisers would also be charged [...]

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