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How to Assess the Impact of Stopping Search Advertising: a Google Study
It doesn’t take Sherlock Holmes to root out the motivation behind Google’s latest research finding that advertisers who stop buying paid ads on Google’s search engine lose lots of search engine clicks. So, in this post I’ll take a look at the research to help you navigate your way through the data. First up, Google’s…
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There’s No Such Thing as an Awareness Campaign
Yesterday, at the annual UK IAB Engage event, there was much debate about the role that digital marketing can play in brand-building, as opposed to direct-response, marketing. The assembled agency experts were broadly in agreement that digital still falls short when it comes to brand-building work, although its value is growing as consumers spend more…
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Why women are easy and size matters for men
In the categories labelled “Gross Generalisations” and “Blindingly Obvious” I present to you, dear reader, proof of what you may have suspected all along: men and women are very different, and women crack sooner under the advertiser’s spell. A study by comScore of 292 television ad copy tests shows that women are more likely to…
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New self-regulation for online behavioural advertisers in the EU
The ePrivacy Directive that requires user’s to expressly opt-in to receiving cookies when viewing online advertising is due for implementation throughout EU member states by 25 May 2011. In anticipation of this new law, the UK online advertising industry has agreed to a self-regulation framework for behavioural advertising. Under this framework, a new icon will…
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Proof that Search and Display Ads work best together
The major search engines have long argued that paid listings can help boost brand awareness and recall. However, data from iProspect and comScore, Inc. shows that search listings alone may have very little, if any, impact on recall. If you really want to boost your brand recall online, you’ll need a more integrated approach, embracing…
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Get over yourself: things real people don’t say about advertising
I just had to share this Tumblr collection. The site name speaks for itself. If you cannot see the funny side to this, perhaps you’ve been in the marketing biz for a little too long. Check it out here. Wonderful stuff!
