WAN-IFRA

Shaping the Future of the Newspaper

Date

Sun - 21.12.2014


search ads

U.S. mobile ad spending, including display, search and messaging-based advertising, totalled US$320 million in 2008, and exceeded $593 million in 2010, according to eMarketer. In 2013, it is expected to surpass $1.5 billion, detailed in World Digital Media Trends 2010, released by the Shaping the Future of the Newspaper project and the World Association of Newspapers and News Publishers.

To break down as national versus local, back in 2005, U.S. mobile national ads accounted for $138 million, while local was only niche, according to the 2009 third quarter data from Borrell Associates. In 2014, national mobile ad spending is forecast to exceed $5.5 billion, while local mobile ads will surpass $4.7 billion.

To break down by format, in 2008, SMS accounted for $100 million, making it 63 percent of total U.S. mobile ad revenues in that year. Search totalled $39 million and display made up $21 million, each contributing 24 percent and 13 percent, respectively, according to data from the Kelsey Group and eMarketer.

Author

Erina Lin

Date

2010-12-17 17:40

Due to increasing spending and more focus on branding, the growth of online display ads are expected to surpass the growth rate of paid search ads in 2014, research from eMarketer has found.

Between 2011 and 2014, the firm estimates that both search and display will see increases greater than the rise in overall online ad spending in the United States, at about 13.9 percent. However, from 2011 and 2014, online display spending is expected to begin growing faster than overall online spending, while the rate of search spending growth falls into third place.

Graph: eMarketer

Driving growth in display advertising will be online video ads, forecast to grow by at least 24 percent each year through 2014. This year, the research group expects U.S. advertisers to spend US$12.37 billion on paid search, and $8.88 billion on online display ads. In 2014, search is still expected to net the most spending ($18.84 billion), but display is expected to get closer to search spending, at $15.92 billion.

Affinity Express's Unmana Datta wrote that it makes sense display ads are catching up, and for three very good reasons:
1. Display ads are vastly more customizable.
2. Display ads are just more attractive.
3. Display ad placement is more flexible.

Author

Leah McBride Mensching

Date

2010-12-16 21:39

Google will be featuring video clips within its sponsored AdWords results in the United States, Vertical Leap reported yesterday.

The so-called "video extensions" will appear below a given brand's text ads and will play automatically. Users will be able to view the promotional content on an "expandable plusbox." Users can access the advertiser's website through an embedded URL link, EquiMedia informed.

Image: SMSeo

"Video extensions create a richer experience for users and offer more information than text alone can provide. By engaging users with videos on Google.com you're able to combine the benefits of brand advertising with the targeted relevance of search," the company said.

Once the video has been viewed for 10 seconds, advertisers will have to pay the maximum pay-per-click (PPC) fee for the ad click, BD Recruitment explained. Entertainment and technology brands are predicted to be the ones most likely to receive expanded exposure since they could integrate movie trailers and product demonstrations, EquiMedia outlined.

Author

Alisa Zykova

Date

2010-11-17 17:21

Google announced a 32 percent increase in net income during the third quarter of the fiscal year, reaching US$2.17 billion, Market Watch revealed today.

"It's clear the digital economy continues to grow rapidly, a relentless trend that continues to drive continued growth in our core business ... and also fuel our momentum in our newer businesses," said Patrick Pichette (left), Google's chief financial officer, Investors.com wrote."We saw strength in every major product area in Q3 -- that is search, display, mobile -- as well as apps and enterprise. And when I say our newer businesses are seeing great momentum, I really mean it."

Image: Financial Post

The same time last year, Google reported a net income of $1.64 billion, according to Market Watch. Meanwhile, revenues hiked up by 23 percent from $5.94 billion to $7.29 billion year-on-year, Economic Times informed.

Author

Alisa Zykova

Date

2010-10-15 21:58

Publishers Detroit Media Partner (DMP) and Star Media Group (SMD), both owned by Gannett Co., are teaming up with Yahoo for a digital advertising venture that would allow advertisers to place ads on Yahoo's sites to reach audiences within required specifications, IndyStar.com and Freep.com reported today.

"Local advertising continues to be an important area of focus for us, and Yahoo is committed to helping local businesses reach high-quality target audiences," said Lem Lloyd, vice president of Yahoo Americas channel sales, in a DMG press release.

DMP will be offering Yahoo's inventory so that local advertisers can reach a wider user base and so that they look for consumers through enhanced audience targeting (location, demographics, interests), according to press release. John Kridelbaugh, SMG vice president for market development and digital, explained that behavioural and demographic factors could seem more compelling to advertisers than geographic location, IndyStar.com wrote.

Author

Alisa Zykova

Date

2010-10-07 17:41

USA Today reports that Twitter might start making a profit from advertising. "Promoted Tweets" may appear on some Twitter.com search results, according to co-founder Biz Stone. The move already has followers: Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks and Virgin America.

Responses to the business model were two-fold, the Guardian pointed out. Some felt that the site needed to make revenue "inevitably", while others doubt its success. ReadWriteWeb described it as "non-invasive," "nothing too crazy," "nothing terribly exploitive," "entirely predictable" and that it had "no banner ads" or "sales of data to direct marketers."

Later on this year, Twitter will be including ads in users feeds, ads that will be "relevant," the Los Angeles times reported. Promoted Tweets will offer relevant information whereas those that "don't resonate" with users will be removed, Stone said. Advertisers will be charged according to a cost-per-thousand system.

Author

Alisa Zykova

Date

2010-04-13 18:35

Global mobile advertising spending totaled US$2.7 billion in 2007, according to eMarketer, and is expected to exceed $19.1 billion in 2012, SFN's World Digital Media Trends 2009 reported.

Mobile message advertising contributed the majority in 2007, and will grow from $2.56 billion to $14.2 billion in 2012. Mobile display and mobile search advertising accounted for a niche amount in 2007, but will rise from $52 million to $1.2 billion, and from $83 million to $3.8 billion in 2012, respectively, eMarketer projects.

Mobile advertising, including text messaging, search, display, in-application and video, generated revenue of less than $250 million in 2008 in North America, according to Parks Associates.

In 2013, however, the revenue is expected to reach nearly $1.5 billion, according to the report, World Digital Media Trends 2009, released by SFN and the World Association of Newspapers and News Publishers.

Author

Erina Lin

Date

2010-03-03 23:37

Google last month took a page from Twitter's playbook, testing its trending topics concept and launching Google Buzz. Now it's Twitter's turn. All Things Digital's Peter Kafka reveals that Twitter's new ad platform looks a lot like Google's.

Although plans are still in the works, it is expected that ads will be linked to Twitter searches, and will also use Twitter's format. The micro-blogging service will work with ad buyers and agencies at first, with the aim to grow into the self-service model like Google, according to Kafka.

Sky News, meanwhile, reported that the ads will be delivered according to users' "feeds and needs." The search-related model is enabled by deep packet inspection, which scans searches for keywords, and then delivers keyword-related ads.

Author

Leah McBride Mensching

Date

2010-03-03 00:23

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