How you can stand out in a world dominated by Facebook and Google
Just because you believe something to be true doesn’t make it so. It’s one of my favorite adages, and it has some correlation to what’s going on with our friends over at Facebook and Google regarding digital advertising. I fervently believe this duopoly, as it’s now called, will be impenetrable by other paid media platforms.
But is this true?
These two powerhouses, according to some reports, account for nearly 85 percent of all digital media spend. All other platforms are collectively scrambling for the table scraps. Take Twitter, for example. As far as mobile goes, it controls just 2 percent of the total ad spend — down from 2.6 percent in 2016.
The good news is that brand marketers can find efficiencies by focusing on just two platforms with…
Auto-play video and banner ads are seen to be least effective digital formats by global CMOs
What digital ad formats should you use to get the best ROI online? One way to answer the question is to flip it on its head, and ask, what are the least effective formats?
According to a survey of global CMOs, the worst ad formats are auto-play videos and standard banners. Standard banners are hardly surprising, as ad blockers and 'banner blindness' have taken their toll of the years. It's gotten so bad that on many sites the majority of banner ad clicks are actually accidental.
It's interesting that no CMOs thought that sponsored content was an ineffective technique, and very few thought pre-roll ads were ineffective. This shows that it isn't video ads that are ineffective, just video ads starting when the user hasn't opted in to watch anything.
US, Europe and Worldwide display ad clickthrough rates statistics summary
I've put this compilation together to help marketers and students studying interactive marketing create direct response conversion models for digital marketing campaigns.
When I originally compiled these stats from different sources, social media ads were only in their infancy, but they are now established as a mainstay of online advertising. More recently I have added a comparison of CTRs for Facebook and Twitter and paid search rates (AdWords or SEM) at the end of post.
If you're looking to get more from your display advertising we have an Expert members guide to retargeting with display ads.
Recommended Guide: Ad Retargeting briefing
Learn the success factors and best practices for display advertising from Emma Ashby who works as Display Manager at epiphany.
Download our …
How Marketers and Publishers Can Tackle the Issue of Ad-Blockers
Ad blocking software is great for internet users, but it can be a giant problem for both advertisers and online publishers. When ad blocking software is installed, both display and pop-up ads are prevented from being served. When this happens advertiser’s potential views or CPMs (cost per thousand impressions) are negatively impacted.
Most ads are typically paid for only after they’ve been served. This means that publishers aren’t paid for visits from any browser that has an ad-blocker enabled. Ad blocking is projected to cost publishers nearly $22 billion in 2015 with publishers losing almost 10% of ad revenue due to ad blocking. This number increases as high as 50% for some websites with teach-savvy readerships. As you can see this is a big potential loss for publishers for something that is outside of their control.
The use of ad-blocking software is on…
A new report by renowned digital marketing analyst Rebecca Lieb points to the decline of banner ads and the opportunity it represents for content marketers.
Advertising effectiveness is declining. Savvy web users are installing ad-blockers in droves with Adblock use in Europe over 30% in some countries, whilst everyone is developing 'banner blindness' with their own internal ad-blockers, which is also known by its more common name, the human brain. The move to mobile makes it harder to deliver effective ads without being obtrusive and increasing concerns about data privacy mean some consumers are in no mood to hand over their details.
This might sound like bad news for digital marketers, but it actually opens up a whole world of opportunities for doing things differently and reaching customers more effectively. For content marketers specifically, it means budgets will continue to tilt in their favor, and greater demands will be put on content marketing departments, as…
We talked to Lee Evans about how he sees ad-blocking affecting digital marketers
It's hardly surprising that digital marketers are no fans of ad-blockers. For many online publishers who make their revenue that way, it can feel like people are basically making off with their content without contributing to their revenue. As you'll know Ad blocking is on the rise as these latest stats on the popularity of ad blockers show. It's an imporant issues since in some countries, in younger age groups over one third of audiences used ad blockers.
For digital marketers who work it other areas like ecommerce or marketing a SaaS product, the problem is more around missing out on large segments of their potential audience when they run ad campaigns online.
But marketers need not despair, there are ways to circumvent ad-blockers,…
New research on ad blocking by country and demographic shows why native advertising will increase in importance
As Digital Marketers we may love creating them, but let's face it. People don’t like ads. At the start of this year a study by the IAB found 15% of brits were blocking ads. Can you really blame them? They can intrusive, distracting and get in the way of the content we want to consume. Often they considerably increase page-loading times, or sometimes force us to watch them when really we just want to get to the content we were searching for (As with pre-roll video ads).
We’re all busy and expect to be served the content we searched for in seconds. On average we spend five years of our lives blinking. Really? All those times ads delay us reaching the content we want adds up too, so its little wonder people are increasingly…