Comments on I, A Bee: The "Line" on Internet Display Advertising Whe...

Thanks to everyone at the convention! It was a gre...

2010-09-30T05:00:01.377-04:00

Thanks to everyone at the convention! It was a great experience and we were delighted that it was such a great success.....

A major advantage of display advertising online is...

2010-09-03T09:13:55.784-04:00

A major advantage of display advertising online is that car dealerships can efficiently target potential customers in their advertising budget. Display advertising gives better coverage and effective targeting of potential customers because they can be based on the website link, location, purchase some demographic information, and user behavioral data.

Online Selling Portal

Randy,

Loved the read. The cars.com example...

2008-12-01T16:25:00.000-05:00

Randy,

Loved the read. The cars.com example is truly impressive.

Having worked for a number of years at a company that measures impact of online ads, I would be well positioned to say that researchers will also have to adjust their models to align with the marketing services typeset. We're seeing a real uptick in publisher commissioned research - and to do justice to impact or effectiveness evaluations, we'd certainly have to factor/recognize the broader services some of them are providing.

in any case, insightful.

George Pappachen

Fantastic article: sober and lucid. While there's ...

2008-11-27T13:34:00.000-05:00

Fantastic article: sober and lucid. While there's no question that there's a digital revolution going on, we must remember two things. 1) ALL revolutions happen in a context; and 2) The fundamentals of business and economics have not changed. I'm going to spread this link: it's an important perspective. Thanks and Happy Thanksgiving!

Randall, thanks for a very informative and thoroug...

2008-11-26T22:30:00.000-05:00

Randall, thanks for a very informative and thorough post.

One point I would like to address is that the shift to pay-for-performance ads -- which as you correctly note traces directly to today's horrific economic conditions -- raises a significant downside for publishers.
With click rates for display ads now falling under 0.1%, I believe that publishers who sell display ads at a price that is based on the number of clicks could be engaging in one of the biggest giveaways since the invention of the medium.
Publishers need to use the right metrics. They need to use view-thru metrics not clicks. comScore recently published a norms database based on our analysis of the view-thru impact of hundreds of display ad campaigns. These studies prove to advertisers that display ad campaigns are delivering real value in terms of substantial lift in site visitation (+46%), lift in trademark search queries (+38%) and increases in both e-commerce (+27%) and offline sales (+17%). You can read about comScore’s new norms for demonstrating the view-thru value of online ads in the latest issue of Forbes (http://www.forbes.com/media/2008/11/18/internet-advertising-comscore-biz-media-cx_jea_1118comscore.html)
Interested IAB members can also request a copy of our new white paper, “How Online Advertising Works: Whither the Click?”, which I will present at the “Empirical Generalizations in Advertising” conference at the Wharton Business School on December 5, 2008. To receive a copy, please call 1-866-276-6972 or contact us online at www.comscore.com/contact.
Happy Holidays to all.

Gian Fulgoni
Chairman
comScore

Insightful and breakthrough commentary challengin...

2008-11-26T17:57:00.000-05:00

Insightful and breakthrough commentary challenging a commonly held misconception about the interactive marketplace.

I will indeed pass it along to my colleagues in hopes that they
will join in the dialogue.

Jerry McGee
AAAA
Western Region

Quite a masterful synthesis of theoretical and his...

2008-11-26T16:41:00.000-05:00

Quite a masterful synthesis of theoretical and historical material. Though it is difficult to quantify the relative importance of the secular trend (imbalance between supply and demand) and the cyclical trend (shifting dollars to below the line), the analysis helps us understand the relentless pressure on display ad prices. The call to action -- redefining ourselves as marketing services organizations -- is provocative.

Nielsen SSVP Charlie Buchwalter just sent me a lin...

2008-11-26T15:54:00.000-05:00

Nielsen SSVP Charlie Buchwalter just sent me a link to his recent blog posting expressing similar sentiments:
"Within the whirlwind of negative news regarding the economy and the advertising outlook, I found a significant, welcome trend in the IAB’s recent revenue report covering the first half of this year. I’m scratching my head trying to understand why more hasn’t been made of this, because it portends hugely positive things for the online space..."

Full post is here:
http://nielsen-online.com/blog/category/charlie-buchwalter/

Dr. Peter, from someone of your experience and kno...

2008-11-26T15:29:00.000-05:00

Dr. Peter, from someone of your experience and knowledge, this is blushingly high praise. I thank you for it! Please spread the link around -- we're trying both to correct some odd misapprehensions that are creeping into the marketplace, and to help businesses evolve.

Brilliant overview and a solid case made. Marvelou...

2008-11-26T13:40:00.000-05:00

Brilliant overview and a solid case made. Marvelous perspective on where we are today. This provides solid historical context on today's evolving marketplace. This should be required reading for every marketing practitioner be that a Silicon Valley start-up or an established Fortune 500 firm.

Peter Sealey