Individual media: Internet, online planning

 

Among the significant and distinct attributes of online advertising is its ability to deliver relevant messages to specific targets. However, the range of available online targeting options is vast an ...

Nick Drew from Microsoft Advertising discusses a series of research studies by the company that explores the added value of combining search and display elements in an integrated online campaign. Each ...

A recent study by Forrester Research has shown that very high proportions of marketing professionals 'don't know' the answers to questions about how much to spend or invest in various marketing activi ...

Many marketers fear they are under-investing in digital media or are unsure how to allocate budgets in fast-moving internet and mobile marketing technologies. This article from Leo Burnett advocates a ...

This article describes social networks, their growth and development, and the implications for marketing. The market is changing rapidly and remains unsettled. A key distinction is between 'open' and ...

The challenges Web 2.0 is posing to businesses are not coming from technology but from the kinds of relationships customers are demanding from companies. Markets have become conversations, and many es ...

Video already comprises half of all internet traffic, and is expected to account for 90% within 24 months. New technology has greatly increased its availability, and reduced its cost, and we may be ne ...

As it has matured, we have learned that online advertising can improve awareness and brand perceptions. For a medium where frequency levels can be capped, it is worth noting that the first exposure is ...

This article predicts that 2008 may be the year when the advertising and media industries finally challenge targeting by demographics. In spite of many refinements linking demographics to lifestyle an ...

US online advertising grew to nearly $10 billion in early 2007, 27% up on the same period in 2006. But 50 websites accounted for 90%of the ad revenue, and the top ten 70%, with ads on search sites tak ...

Consumers today are spending more time online than with any other marketing channel. This fundamental shift in the mediascape is driving both how consumers engage with brands and how marketers underst ...

Dominic Finney, head of emerging channels & trading at BLM quantum, discusses the limitations of today's digital agencies and how they must change if they are to meet the needs of the future consumer ...

Online advertising has been with us for 12 years now. As the medium has evolved over time, people have tried to define it as one big idea — from Web sites, communities, display ads, and email, to sear ...

Paul Longhurst, from Unique Digital, asks why brand advertising budgets for online activity are so pathetically small given the growth and reach of the medium. He argues that planners, through lazines ...

In 2007, the internet is predicted to account for over 10% of all US adspend. But, according to John Wood of Beechwood, this undervalues the dramatic effect that the medium is having on all aspects of ...

Joe Mandese, in his regular comment column from Madison Avenue, discusses the reasons why, at a time when the advertising industry should be expanding with overall economic growth, it is being held in ...

Using and adapted version of the AIDA sequence (prefixing it with R for reach), Darran Snatchfold, market insight analyst at MSN Search, argues that online display ads combined with search advertising ...

Frank Orman, managing director of LeadGenerators, investigates search engines and discusses how marketers can make the best use of them. He describes how Google, Yahoo! and MSN work, as well as explai ...

The boom in online advertising has been accompanied by a similar growth of online advertising techniques. Conrad Bennett, of WebTrends, describes and reviews search engine marketing (SEM) and behaviou ...

Mark Cripps and Caroline Parkes, from Craik Jones, describe the methods and results of online targeting. They compare and contrast behavioural targeting (BT), which tracks where people have been, and ...

In this introduction to Admap's report on Search and Behaviour Marketing, Roderick White discusses the growth and importance of search engine marketing (SEM) and behavioural targeting (BT) to the inte ...

Building on content engagement analytics, this paper assesses a study conducted with NBC Sports during the 2006 Olympic Winter Games in Torino to develop an on-line gaming contest to engage viewers, a ...

This paper seeks to advance the discussion on the benefits of cross-platform integrated buying and selling of advertising. Using the news audience on the internet and for traditional media, it looks t ...

This study examines the within-participants effects of web advertising and product publicity and the between-participants effects of similar versus varied web product publicity and advertising message ...

Joe Mandese ponders the convergence of TV and broadband internet communications in the US. As TV companies increasingly distribute programmes via the internet, advertising companies are having to reth ...

Maz Darvash, chief executive of the Internet Business Group and AffiliateFuture, explains how to get the best out of affiliate marketing. Affiliate marketing involves promoting products on-line using ...

Mobile internet access is exploding, both in numbers of users and uses, as well as in the range of devices and technologies. This brings a unique set of new opportunities and challenges to consumer-fo ...

Jonathan Carson, president and CEO of BuzzMetrics and co-founder of the Word of Mouth Marketing Association, describes the immense impact that WOM (word-of-mouth) is having on media, consumers and mar ...

In this issue of 'Best Practice' Roderick White turns his attention to the web and internet advertising. Starting by describing the characteristics of the medium, and most frequently used types of ad ...

This paper discusses the growth of internet advertising. He outlines the wide range of communication possibilities, and gives guidance on how the plan and manage internet advertising campaigns.