Internet advertising figures present a glass half full.
According to a report from the Interactive Advertising Bureau and PricewaterhouseCoopers, interactive advertising revenues are up 7.5% year-over-year, to $5.9 billion. This is the highest first-quarter figure on record. On the other hand, it is a decline from the previous quarter, and while that can be dismissed due to the fourth-quarter peak in holiday spending, this first quarter is only moderately higher than the first quarter of 2008.
Interactive Advertising Bureau
Many metrics are applied to online ads, but click-thrus are still #1.
Chief Marketer looked at eleven different metrics used to measure online advertising, and according to a survey of marketing executives, click-thrus are the most widely used. 60% of those surveyed used this metric, compared to lead generation in second place with 48.7%, and response rates at 45.6%. Only 38.4% of those surveyed measure the return on investment of online ads.
Privacy concerns affect advertiser behavior.
Concerns raised by privacy advocates over behavior-based ads appear to be holding some advertisers back from using those ads. A survey of 90 advertisers found that they use behavior-based ads 75% less than they would if privacy were not an issue, despite the fact that those advertisers estimate that behavior-based ads are 50% more effective than conventional ads.
The New York Times
New service seeks to give advertisers metrics on mobile results.
As marketing via mobile devices continues to draw more interest, a new service from the Audit Bureau of Circulations and Verve Wireless will endeavor to give advertisers hard data on the impact of these campaigns. The service seeks to measure the mobile audience by size, unique views, page views, and changes by day and time of day.
Digital ad industry groups announce disclosure guidelines to help users trace sources of behavioral ads.
As the digital advertising industry strives to stay a step ahead of regulation pertaining to behavioral ads, the Interactive Advertising Bureau and the Network Advertising Initiative have introduced new guidelines which would allow users to see which search engine was the source of the behavioral information which triggered an ad, and more detail about the organization placing the ad.
Search marketing grows by 20% year-over-year.
First quarter 2010 spending on search engine marketing grew by 20% compared with the same period last year, and rising query and click volumes could attract even more interest. The increase is likely a function both of market share gains and growth in the overall economy, as even the troubled financial and automotive sectors made solid increases in search spending over the past year.
Search-friendly redesign boosts numbers for Salon.com.
Salon.com underwent a redesign last November, with an emphasis on attracting search traffic and lengthening visitor stays. According to internal figures released by the company, first quarter 2010 traffic was up 22% over the same period last year, with referral traffic soaring by 125% year-over-year.