Avinash Kaushik - world leader in web business optimisation
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Internet Advertising
Up one levelOnline advertising using rich media overlays, skyscrapers and banners.
Please select a link below to see my articles and posts for Internet Advertising. Alternatively, click on tags above to show articles related to Internet Advertising.
UK Internet Advertising Expenditure Statistics 2008 report
The latest annual statistics on the UK Internet Advertising expenditure for full year 2007 were was published in April 2008. You can use this research on online advertising to benchmark your investment in online media with other organisations in the UK. Also find out the online advertising tactics which are most commonly used, but beware the methodology.
Sleep Tomorrow Campaign example
NMA reported possibly the biggest online campaign ever in Europe back in 2004. This was part of the launch campaign for its new K500i multimedia camera phone. Read the article and view the site to see how online/offline marketing with data capture and a viral affect have been combined.
Online ad response - beyond the clickthrough
This survey research provides useful insights into the display ad halo effect. It shows why investment in online ads may not be justified by the clickthrough rates, but viewing the ad may result in other actions such as a brand search, later site visit, etc. i.e. it asks online site visitors what they do after they see an ad.
Clickthrough rates - Online Advertising UK Europe
Typical click-through rates for display advertising are difficult to find today since Doubleclick stopped their regular compilations. The best compilation which shows trends for UK, France, Germany, Sweden and Finland is currently from German Ad Serving company AdTech.
Internet Advertising Research Europe
The latest Internet advertising research from Doubleclick
Internet advertising campaign best practice
Best practice guidelines for Internet advertising campaigns have been jointly released by the Institute of Practitioners in Advertising (IPA) and The Incorporated Society of British Advertiser (ISBA). These best practice guidelines for digital campaigns summarise a process for clients and agencies to work together on online campaigns.
UK Online ad spend update
The IAB / PwC have released their annual summary of UK Internet advertising spend for 2005. How does your online spend on communications compare?
List of UK online ad-networks
Finding options for placing interactive display ads (not paid search ads) can be difficult. This is a handy list, which will be followed later by a guide.
Seven Principles of Effective Online Ads
Good compilation of useful creative tips (rather than fundamental principles) from iMediaConnection.
Niche online ad targeting
An interesting research snippet from Dynamic Logic which suggests that targeting sites for online ad buys where purchasers are further advanced in their buying decision is more likely to lead to purchase (as we would expect). The implication is that more budget should be spent on these sites rather than using sites to target a particular demographic.
Cross Media Optimisation Research IAB
Cross Media Optimisation (XMOS) Research is conducted to evaluate the best budgetary mix of online and traditional media to meet advertising objectives such as increasing brand awareness or purchase intent. Much research has been conducted in the US.
UK Online Ad effectiveness study
Wanadoo commissioned OMD UK to investigate user perceptions of different ad formats. Research findings are summarised and useful Creative guidelines for different ad formats are given.
2004 Online Advertising Report - Netimperative
A free 22 page report on the state of UK Market includes cases from Multimap (Geo-targeting), Alliance and Leicester (PPC) and Sony-Ericsson (online sponsorship). Other recent reports include Online Financial Services, Online Retail, Gambling and Wi-Fi.
Interactive advertising expenditure research US
Exec summary from E-marketer report which has table giving relative spend on online ads in different industries (US data).
Online ad research Dynamic Logic
Excellent collection of whitepapers, news and research on online advertising effectiveness focusing on the measurement of branding
The Online Ad Surge
Great article from Business Week showing how large scale interactive ad campaigns from brands such as Ford are reaching 50 million users and driving visitors (3,000 per second) and delivering sales (a 6% increase according to Ford). The article also looks at latest developments in ad formats such as video in US.
Online advertising branding effects
A report from EIAA (European Interactive Advertising Association) demonstrating that online advertising is not simply a direct response (clickthrough medium).
LemonAd Ad usage
Provides summary of ad usage and examples of ads. Service works by crawling sites to detect ads.
Research on online information seeking and reach
This UK research sponsored by the Association of UK publishers is useful for professionals or teachers looking to convince about the importance of the Internet in the buying process.
MSN-Advantage-ad-resource-centre
MSN Advantage ad resource centre has research and range of ad formats. This is the US sites, but there are country sites for many countries.
Online ad effectiveness study
Produced by Dynamic Logic and presented to ESOMAR June 2004
Online ad serving trends Doubleclick
Published quarterly, these gives data on clickthrough rates for different types of ads with different formats
Atlas DMT Online Advertising Effectiveness
Discussion of online branding effectiveness and effective reach / frequency strategies.
An introduction to Behavioural targeting
Explains the approach, gives examples and lists suppliers.
