Internet Ad Spending Continues to Grow

The numbers are in, and they look good.  Internet Ad spending grew 22% in 2011 to $31.7 billion, according to the latest data from IAB.  In Q4, online ad spending hit nearly $9 billion, up an incredible 14.7% from Q3.

 

Bennett Nayer, Account Executive at Magnetic, commented on the findings:

“It’s really no surprise that digital spend continues to increase, especially in the search and mobile categories. With a strengthening economy and increasing retail sales, people are more in-market than ever. That intent is being captured with search, big and small data for targeted display, and ever-increasing smartphone and tablet purchases. Once we see more and more TV move online, targeted video will probably help digital ad spend outrank broadcast.”

For the full article, please click here.

 

 

Magnetic Wows with Entertainment: AdAge’s Digital Cocktail

Last night, at the 2012 AdAge Digital Conference in NYC, attendees closed out the day at a special cocktail hour sponsored by Magnetic. So, what made the night so special? Well, lets just say it was more than the delicious hors d’oeuvres and special Magnetic cocktails. Advertising professionals mingled and graceful aerialists dangled from above by flowing fabrics, even serving champagne as guests walked by. Among the guests and aerialists were floor acrobats who swiftly moved through the crowd, demonstrating true balance and flexibility. It gets better; Magnetic raffled off a new iPad!  The winner will be announced later this week. Good luck to all that entered!

Also, a special thanks to ImaginAerial for an amazing performance!

Be sure to check out some of the pictures of this memorable event below:

Some of our Magnetic personalities (from left to right):
Cory Erstling (Account Executive), Nicole Papola (Account Executive), Aaron Doades (Director of Product Management),
Erik Koplman (Senior Director of Business Development), and Lou Pine (VP National Sales)

Magnetic’s Aaron Doades Provides A Search Retargeting Guide for Search Marketers

In a recent article on Search Engine Land, Magnetic’s Director of Product Management, Aaron Doades, discusses the opportunity available to search marketers in the search retargeting space.

The article, titled “A Search Retargeting Guide for Search Marketers,” provides four guidelines in order to produce a better understanding of how a search retargeting campaign can be successful in the eyes of the search marketer.  Those tips are listed below:

  1. Understand why search marketing will not perform as well as search engine marketing
  2. Know how to measure search retargeting campaigns and give feedback to partners
  3. Leverage your experience and assets, but remain open to new ideas
  4. Use ad verification to monitor impressions

Click here to read the full article as posted on Search Engine Land

Search Beyond Search Engines Can Yield Valuable Data For Advertisers

When most people think, “search,” they automatically think Google. Well, think again. New data reveals that Google and its fellow search engines are not the only search game in town.

We recently hosted a webinar with comScore focused on search data, which examined search activity happening across core search (Google, Bing, Yahoo, etc.) vs. non-search engines, such as e-commerce sites, shopping comparison engines and product review or vertically-focused sites. In December 2011, comScore discovered that nearly half (43%) of all searches occurred outside the top five core search engines.

Don’t Dismiss Data Being Generated Beyond Search Engines

What does this mean for marketers, publishers, and e-commerce players? Now that we know that all this search is taking place away from the major search engines, we can develop strategies for reaching this audience at the ripest time, using the proper search data. For publishers and e-commerce players, this means you can develop product offerings to take advantage of the data under your roof.

Look Under the Hood Of The Search Experience

As I take you through what comScore’s data means for marketers, I urge you to consider your own search experience.

Phase 1: Initial Search

If Sarah is in the market for a new TV, the most likely place for her to go is Google and type in “flat screen TV.” Let’s define this action as the “initial search.”

At this point in the game, Sarah is not ready to make a purchase. She needs to see what options are out there. As Sarah explores the results and links provided by Google, she will quickly move outside of the search engine (destinations could include Best Buy, Next Tag, etc) and carry on her quest for more information.

Phase 2: Consideration

As Sarah leaves the search engine and migrates across non-search engine properties, she will gather information on various products, brands and prices, refining her searches along the way. Let’s define this portion of the shopping experience as the “consideration phase” — also known as the retargeting opportunity.

As consumers search over the course of the consideration phase, data evolves based on their search terms and patterns. These interactions create opportunities for marketers to deploy search retargeting and site retargeting strategies.

If advertisers want to influence a consumer during the consideration phase, it’s essential to leverage the latest touch points (i.e. search data and website interactions) to identify key audiences and then reach them effectively with relevant ad messages that highlight special promotions, specific products, etc. This helps to push consumers even further down the purchasing funnel and ultimately influence them before they return to the search engines and revise their search.

Phase 3: Revised Search

Depending on the product or service, it could be hours, days or even weeks before a searcher leaves the consideration phase. At this point, consumers often return to Google and revise their search based on what information they’ve gathered, ads they might have seen, and any other information that may influence their purchase decision.

In the case of Sarah, she might revise her Google search from “flat screen TV” to “Samsung PN43E450.” At this point, the retargeting opportunity has passed, and only price or product availability might influence her purchase decision.

Search Data Creates Retargeting Opportunities

ComScore’s statistics indicate that search runs deep. It runs far deeper than search engines, and even search engine marketing. Today’s growth of search activity and availability of search data enables advertisers to harness the intent from search and apply it to the scale of display.

While more than half of all searches continue to flow through Google and its core search companions, billions upon billions of searches occur on non-search engine environments every month. It’s these entities which capture some of the most valuable data for advertisers.

Next time you think of search, think beyond search engines, consider the value of search data, how you can leverage it in display advertising, and most of all, what the customer experience is telling you.

 

Original article was posted on 4/16/2012 on MarketingLand

Group M: Digital Ad Spend Up 16 Percent in 2011

Recent research from Group M shows that global Internet ad spending rose to $84.8 billion in 2011 – a 16% increase from 2010. This year, the media agency predicts this number will rise an additional 16 percent to 98.2 billion.

The study, “This Year, Next Year: Interaction 2012,” reports a similar pattern for U.S. digital advertising, which rose 12 percent to $32.2 billion in 2011. Spending for 2012 is expected to rise 10 percent and reach $35.4 billion.

For the full article, click here>>

What does big data mean to you?

I recently participated on a panel at Brand Innovators E-commerce. The title of the panel was “Big Data Meets E-commerce,” moderated by Mike Peralta, COO at MediaMath, and it included panelists from Kraft, Dell and New York Life Insurance.

The panel discussion provoked thoughts around the value of each user, customer interaction, ad creative, and the impact on one channel on another,

from TV to online.

However, what I really started to think about later that day was not just data meets e-commerce, but this idea of Big Data.

What really does this all mean and how should we define it? The fact is, data is defined differently by different groups of people – definitions that are driven by their own personal and corporate goals for using the data.

From an e-commerce-based company to a search marketer, from display teams within an ad agency to a luxury brand, data is at the center of business decisions today.

Yet, while data is used differently, the goal is often the same –to drive more effective and efficient marketing messages through enhanced relevancy and data-driven advertising.

For me, I see search data as the highest indicator of intent, but for a luxury brand, it might be more focused on demographic data. Using data to further your campaigns and initiative is great, but only if you are diligent about which types you are using and strategic in the way you match data to your goal.

Define Your Objectives & Pick Your Data Accordingly

If you’re running a branding campaign with a goal to get in front of 18-34 year old males, you should be using demographic data. Companies like Bluekai, Exelate, and others offer data either a la carte or through their DSP partners. This idea of demographic data was one the initial topics in the data game.

However, demo data only goes as far as narrowing down the age range and gender of the audience. Alone, it is great for awareness campaigns, but its value is diminished if your campaign focuses on driving lower funnel activities.

If you’re looking for large swaths of users who have visited specific types of sites, and you feel that a user who has visited those types of sites are in market for a specific product, you should be using behavioral data. Behavioral data is a bit more “lower funnel” than demo-based data because a user has visited sites that seem to indicate an interest in a particular product or service type.

However, let’s be sure we carefully define interest-based data. It can be difficult to say that just because a user visited Rollsroyce.com as well as similar types of sites, that the person is in market for luxury goods.

For example, I visit Rollsroyce.com all the time, and my NYC apartment is about 200 square feet. I literally couldn’t even fit a Rolls Royce into my bedroom, let alone afford one. I visited the site and sites similar to it, but I’m more interested in checking out the latest model than actually purchasing one. If Rolls-Royce is focused on driving awareness, then I’m a key audience, but if they are looking for an actual purchase, they may have wasted their marketing dollars.

If you’re looking for users who are in market for a specific product, you should be using search data to target your campaign. The reason that SEM works so well is because users who are searching for your product are in market for it.

Search Data & Search Retargeting

Using search data outside of search engines is what search retargeting is all about because you can target users who have searched for your product once they leave the search engine. While search data is great for purchase intent, it must be combined with demo-based data if demographics are important to the performance of the campaign (which is not always the case).

For example, we can tell that a specific user searched for “fake teeth” and is therefore in market. However, a college student searching for “fake teeth” is probably looking for some accoutrement for their theme party costume. A 70-year old searching for the same term is looking for a very different product.

Additionally, search data can also be used to target based on interest. Let’s use Rolls-Royce as another example. If I visit mototrends.com and search for “Rolls Royce,” the search preformed is likely more interest based than intent focused. While search data drives response, it’s also become a vehicle for targeted brand awareness.

Long story short, this idea of big data is too large to be defined.. Whether you are an e-commerce company, an ad agency working with direct response or branding campaigns, luxury advertiser or so forth, many aspects to data might apply. Before you settle in on your data sources, think about the idea of “big data” and what it means to you.

 

Article originally published on Search Engine Land on 4/11/12

 

Beyond Search Engines: The Brave New World of Retargeting Data

In a recent webinar, Magnetic and comScore presented new data on search activity to provide marketers with a better understanding of search data and the true power of intent. Download the full presentation to learn how search data from beyond the search engine is becoming a valuable asset for search and display campaigns.

Key points covered in the webinar include:

- State of search activity across core search and non-search engines

- Value of non-search engines & their role in the consumer funnel

- Data opportunities afforded by retargeting

- Differentiation by vertical across non-search engines

Click here to download the full presentation >>