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NEW
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Intelligent Social Media & Mobile Marketing
Learn how to engage customers in today’s hot social media venues, and how to integrate new mobile marketing channels.
Gain an edge against your competitors and better relationships with your prospects and customers.
Learn to optimize your written, telephone, electronic and in-person communications skills and techniques. Co-taught by four-time Emmy Award winning news and TV host Bill Boggs and Laredo Group CEO Jeff Leibowitz.
To Register for These Or Any Other Laredo Group Courses
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Laredo Group News
Jason Heller, Laredo Group Executive Vice President, will be moderating a panel - "The Next Generation Digital Platforms: What’s Next?" at DPAC III in New York on May 12, 2009.
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NEW Social Media and Mobile Marketing Course!
"Top to bottom - excellent."
Agency President “Awesome - the best Laredo course for me so far - and they’ve all been good.”
Director, Internet Communications
“Great introduction/
overview on Social Media and Mobile Marketing...Just fantastic...Very thorough and comprehensive.”
Web Content Editor
“...as usual, The Laredo Group’s presentation was great and relevant.”
Senior Media Planner/Buyer |
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To Register or to Learn More About This Course |
Updated
Laredo Group
Glossary and Resource List
The new and improved
Laredo Group Glossary of Interactive Media and Advertising includes 15 recent entries. Stay current!
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If you missed an issue or would like to see past editions of Laredo Group iAdBiz™ Views
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Issue #3 - April 29, 2009 |
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It’s exciting to be working in an industry that is constantly evolving. As publishers, buyers, sellers and marketers, you are continually faced with new and emerging ad platforms, a plethora of media choices, new research tools and numerous other considerations. In this issue of Laredo Group iAdBiz™ Views, we address topics as varied as the expanding number of ad networks, the effect of other media in driving online usage, the evolution of social media as an ad form, and the growth of the Hispanic market and its online impact. Our Executive Vice President, Jason Heller, explores the pros and cons of applying GRPs as a digital metric, a topic that’s sure to stir debate for some time to come. You’ll find his thoughts below in "To GRP or Not to GRP?" in our ExpertViews section. We’d love to get your feedback on this topic.
When you scroll down to the bottom of the page, you’ll see a coupon and referral code for a $100 discount off any of Laredo Group’s 2nd quarter 2009 training seminars, including a recently added seminar in Atlanta from June 29-July 1. Happy reading!
Best regards,
Leslie Laredo, President
The Laredo Group, Inc. |
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EmergingViews
 Time Inc. Launches Online Ad Network
When Time Inc. introduced the Pathfinder site in the mid 1990’s, its goal was to give users a way to find all of the company’s magazine content. The Web’s simple navigation and Search doomed the venture shortly thereafter. Now, over ten years later, the company is launching the more popular format of a Web venture - an ad buying network. Of total online spending in 2009, it is estimated that 65% will pass through ad networks according to Jupiter/Forrester. Like several other top publishers, Time Inc. is jumping on the bandwagon to capture a share of the market. With “Time Axcess”, advertisers can make targeted buys across the company’s broad holdings of magazine sites. Advertisers will have the ability to place one order and receive targeted inventory to 27 million unique visitors across 26 known Time Inc. web sites. Gannett, Univision, and AutoTrader.com have also announced the launch of ad buying networks this month. Full Article - Magazine Publishing: Time Inc. Debuts Online Ad Network - Advertising Age - MediaWorks (requires subscription)
YouTube Introduces Redesign For Increased Revenue The big question when Google bought YouTube in October 2006 was how the Search leader would monetize the investment from a site that had virtually no revenue. The user-supplied videos that made up the site’s content had little application for major advertisers. Over 2½ years later, Google has finally presented a plan designed to generate significant ad revenue for the site. YouTube will dramatically expand its library of current, ad supported movies and TV shows. The change for users will be in the site’s navigation bar where tabs such as “Shows” have been added. This is a major step toward revenue growth as advertisers will have content with which to buy in-stream video advertising adjacencies. It’s also a further indication of the power of web video and continuing exploration of advertising opportunities in what are traditionally social media sites. Full Article - YouTube Commences Redesign, Promises More In-Stream Ads - ClickZ |
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 Print Readership Can Lead To Online Viewers
The viewpoint stating that off-line readership can drive online site usage gained credibility this past month. The Seattle Post-Intelligencer, which ceased publication of its print product on March 17th, lost 23% of its online user base since March 2008 according to Nielsen Online. On the other hand, the Seattle Times, which still has a print edition, grew by 70% year over year. Online-only newspapers continue to have low readership, compared with more than 75% of the 30 largest papers that experienced double digit growth in the audience of their Web product over the past year. The figures point to the synergistic nature of media and the continued growth of online products, occasionally at the expense of traditional media. In this case, the print product is generating more demand for online. Full Article - Does Print Drive Online Readership? - MediaWeek
Major News Sites Still Show Gains Six Months After ElectionThis presidential election saw an increase in viewership to all online news sites. That in itself is not of note; what is newsworthy is that all of the major news sites have maintained unique users since then. FoxNews.com’s political section is up 50% since the election. MSNBC.com (39.9 million uniques), CNN.com (38.7 million) and Yahoo News (37.9 million) have each seen only minimal decreases from the record-high levels they experienced before the election. Consumers like to get their news online, and this class of site is an ideal way to reach upscale users. Full Article - News Sites Hold Onto Gains From 2008 Election Cycle - MediaWeek
More Articles...
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 Hispanic Internet Growth Tops Overall Population
The U.S. Hispanic market established a record 20.3 million unique visitors in February 2009, representing a 5.8% increase over a year ago, according to comScore and its monthly Media Metrix study. The market accounts for 11% of the total online audience. Among the total U.S. population, unique visitors increased by only 3.9% over the same timeframe. While Hispanic online usage is substantial, there is plenty of room for growth since the group’s usage index is still a 73 when compared to the population as a whole. The top ranked category was Community - Teens, where Hispanics accounted for 18% of time spent in the category. The data is important because of the growth of the Hispanic segment; marketers need to understand the context and dimension of Hispanic online usage relative to the general population. Full Article - U.S. Hispanic Internet Audience Growth Outpaces Total U.S. Online Population by 50 Percent - comScore
Half Of U.S. Still Does Not Use Social Network Sites
Despite the recent attention given to the social networking sites, 51% of the U.S. population still does not use Facebook, MySpace, or Twitter. Looking at people who do use these sites, 48% have a Facebook or MySpace account, but only 16% use that account daily. Twitter has an even smaller user base. To-date, only 5% of online adults use Twitter, and 3% use this site to send messages. The data was provided through a Harris Poll, based on a Harris Interactive panel. The findings of the poll are important to buyers and sellers. While it’s meaningful to keep up with the growth and usage patterns of these sites, we can’t forget that social media and microblogging sites are relatively new. There are countless other content sites competing effectively for unique users and time spent online. Full Article - Half of Americans Don’t Use Twitter, MySpace, Facebook - Marketing Charts
More Articles...
Study: Latinas Are Technically Savvy, Brand-Loyal “Chief Household Officers” - Advertising Age - Hispanic Marketing (requires subscription)
Pushed By Celebrities, Twitter Is Poised To Double Its Monthly Traffic Once Again - Tech Crunch
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To GRP or Not to GRP?
By Jason Heller
Allow me to expose my inner media geek today while I address one of the most frequently asked questions among attendees of our planning & buying training seminars. In fact, there are few topics that evoke such passionate debate among senior level media strategists as “the role of the GRP/TRP metric online”. For the purpose of this article, each generic reference to GRP is in actuality a TRP reference, as is the case in most media conversations.
Since the dawn of media planning time, media impact has been predicted and evaluated as a function of the relationship of reach and frequency against a defined target universe - essentially the percentage reach against a target multiplied by the frequency:
- GRP = (Reach/Target Universe x 100) x Frequency
Generally, the Nielsen television universe is used as the denominator in the reach calculation due to its close representation of the actual universe of US households. Proponents of a related metric, the iGRP, use the online universe of the target as the denominator of the calculation.
Allow me to lay out the arguments of both sides...
The argument for using GRP’s goes something like this: Advertisers use GRP’s to measure traditional media, so why should online be any different? Having an apples-to-apples metric allows advertisers to evaluate all media uniformly and in a more integrated fashion as part of a mix.
The argument against GRP’s: We shouldn’t fit a square peg of new media dynamics into the round hole of a traditional media planning model. The GRP doesn’t account for the unique attributes of digital media, such as engagement and relevant targeting. “Apples-to-apples” comparisons are rare because online targets are more psychographically defined, while traditional GRP evaluations only incorporate demographics. The iGRP further muddies the proverbial waters by using a different universe than the traditional GRP altogether, thereby countering the primary argument that the GRP provides an apples-to-apples comparison across media.
Whether you are for or against the use of GRP’s, nobody will argue against the importance of understanding how reach and frequency affect campaign impact.
There are plenty of ways to measure this influence and develop media mix models without retrofitting the GRP.
While the argument focuses around the GRP, the real issue quite simply stems from a difference in media currency, not evaluation metrics. While the unit of media currency for both traditional and digital media is called the “impression”, the underlying currencies are different. The currency of traditional media is “audience”, where impressions equal reach. However, digital media impressions are equal to reach x frequency. As a result there is an over abundance of devalued online ad inventory. Just think about the impact of the value of $1 if the government just flooded the market with newly minted currency.
As an example of these currency differences - if you buy a spot during a TV program that reaches 1MM viewers, you are buying 1MM impressions, and reach equals 1MM. Frequency is a function of additional buys. When you buy 1MM impressions from a particular website, you buy a share of voice, not the total audience. In this instance, your 1MM impressions can yield 1MM people at a frequency of 1, or 50,000 people at a frequency of 20. In either case your GRP’s would not give you the ability to judge the relationship of reach and frequency of your buy - a frequency cap would.
The Final Word -
With all the breadth of data and analytic tools available, why focus on a metric that aims to predict impact, when impact and influence can be measured? Make sure that all buys have frequency cap parameters so that you can predict reach and frequency, then measure the metrics that matter based on your objectives. Online, you can actually measure the frequency at which you hit a point of diminishing returns on branding effectiveness, or the frequency at which you achieve your best direct response performance. After all, isn’t media impact what the GRP tries to predict in the first place?
Next Issue - A Look at the Newest Creative Technologies |
WordViews 
“Gross Rating Points” - A term often used in traditional advertising to identify the sum of ratings for a specific media vehicle or schedule. GRPs represent a percentage of a target audience reached, using the formula - Reach x Frequency = GRPs.
For example, if a Network TV schedule has a goal of 40 Household (HH) GRPs, then it should deliver a combined 40% of households (40% x 114.5 million homes nationally = 45.8 million homes). This could be accomplished by running a Prime schedule of American Idol (13.0 HH rating), CSI (9.8 HH rating), NCIS (8.7 HH rating), and Without a Trace (8.5 HH rating) - or 40 HH GRPs in total.
Key Performance Indicator (KPI)
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comScore & comScore
Media Metrix
comScore is a global information provider and consultancy with more than 2 million global Internet users who have given comScore explicit permission to confidentially capture their Web-wide browsing, buying and other transaction behavior, including offline purchasing. comScore Media Metrix provides Internet audience measurement services that report details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe.
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Laredo Group Training Courses - Coming Soon!
Our next event: May 6-8 - New York, NY
The Friars Club
New on the Calendar: June 29-July 1 - Atlanta, GA
Los Angeles, CA - June 4
Social media is the hottest trend in internet marketing since search, and is poised for continued exponential growth for years to come. This course will teach you about the approaches to monitoring and engaging consumers in social media from a multiple discipline approach. Learn how to engage your target and glean valuable knowledge of how consumers are interacting with your brand and category. Social media is not a question of “if”, but rather “when” you will get involved.
New Course! - Intelligent Media/Sales Communications & Presentation
Los Angeles, CA - June 4
This course will give you an edge against your competitors and better relationships with your prospects and customers. Co-taught by four-time Emmy Award winning news and TV host Bill Boggs, and Laredo Group CEO Jeff Leibowitz, each with over 30 years of professional communications experience, you’ll learn to optimize your written, telephone, electronic and in-person communications skills and techniques to get faster and better sales and customer retention results.
More dates/locations available for all training courses.
SAVE $100 with Early Bird Pricing!
Visit www.laredogroupseminars.com for details.
Atlanta, GA June 29 (Level I only)
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Visit our website for course descriptions, outlines, agendas and more -
Blogs from Laredo Group Instructors
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DPAC III: Go Digital. Survive. Thrive.
DPAC III will bring together the leading figures in media, marketing, publishing, and technology to discuss the exploding digital content and advertising industry. DPAC III is designed to help media and content companies, full-service agencies, and brands get the most out of their digital publishing and advertising strategies. The event will be held on May 12, 2009 at the W Hotel in New York, NY.
Click here to register or find out more. | |
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Save $100* on Any Laredo Group
Public Training Seminars in 2nd Quarter 2009!
*Register for any Laredo Group 2nd Quarter 2009 Public Seminars by June 1 and Save $100 per Student off the standard or early bird course fees at the time of registration. Early bird pricing is in effect until 15 days prior to the first day of each seminar series. Offer applies to upcoming Laredo Group public courses in New York (May 6-8), Los Angeles (June 2-5) and Atlanta (June 29-July 1). Use Referral Code 2QTR09 when registering online for this special discount. Not valid with any other discounts. Click Here for Information or to Register for Laredo Group Public Seminars |
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