Posts Tagged ‘advertising’

Banners get a boost

Monday, December 15th, 2008

I give a lot of attention to performance-based advertising formats such as search and lead generation. While I’m bullish on both at all times, I especially think that they are easier to buy and defend in a bad economy. Today Fred Wilson over at A VC wrote this post about a comScore white paper that described the lift that is generated by display advertising (banners). This article is definitely worth a read.

Banners definitely provide a positive benefit for advertisers. (And this research certainly proves it.) Like television, billboards and radio advertising, they defintely promote brand awareness, and, based on this study, a lift in sales. But the issue still remains that without a research study like this one running to measure the effectiveness of a specific banner, it is impossible to measure its ROI. And in this economy, it doesn’t matter how many studies like these are released, marketers are going to be looking for 1-to-1, measurable ROI.

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Photo by Travis Isaacs

You must make the move to measurable media today

Thursday, October 16th, 2008

With the economy in the tank, there are a lot of people who are understandably worried about their businesses and their jobs. Companies that rely on marketing for revenue are especially concerned; historically, marketing budgets are among the first to be cut when there is a downturn. In the dotcom bust early this century, the slicing of marketing budgets directly contributed to the demise of several publications, including one that I worked for at the time.

I have said this before, and I will say it again now – if you are a media company that relies on advertising for revenue, you need to start offering a performance-based, ROI-based media option today.

If you don’t believe me, let’s look to someone who knows something about online advertising – Google CEO Eric Schmidt. Google just announced their earnings for the third quarter of 2008, and in the press release, Schmidt said this:

“The measurability and ROI of search-based advertising remain key assets for Google.”

Measurablility and ROI-based marketing programs are what are going to be the key assets to get Google through the hard time. I say, why not follow the leader?