Please forward
Laredo Group iAdBiz™ Views
to all your colleagues and friends.
|
|
Laredo Group News
Laredo Group will be teaching two mini-courses at digiday:NETWORKS
and digiday:TARGET
June 8, 2009
The W Hotel
New York, NY
Jason Heller, Laredo Group EVP, will be the emcee for digiday: NETWORKS; Rob Graham, VP of Technical and Creative Training will address the finer points of targeting at digiday:TARGET
|
NEW
Laredo Group
Course! |
|
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.
To Register for this or Any Other Laredo Group Courses
|
| Don't Take Our Word
for it...
See What Clients Have Been Saying About Laredo Group's
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 & 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 |
|
To Register or to Learn More About This Course |
| Visit the
Laredo Group iAdBiz™ Views Newsletter Archive |
|
If you missed an issue or would like to review past editions of
Laredo Group iAdBiz™ Views | |
|
Online creative is a hot topic these days. From new ad units to site applications, changes in pricing models, metrics, measurement and more, digital creative is making a big impact on how ads are being bought and sold. Each previous issue of Laredo Group iAdBiz™ Views has explored a variety of ways that creative is revolutionizing the industry, and this issue is no exception. The ExpertViews column below, written by Rob Graham, addresses some of the challenges and considerations in the online video space, plus you'll find other creative-related articles as you scroll down the page. You can also listen to my recent podcast interview with Phil Leigh on "Inside Digital Media", where we talk about a number of hot topics including emerging platforms.
We're now midway through the quarter, and time is flying by. Please take advantage of the coupon offer below for a $100 per-student savings off of Laredo Group's 2nd quarter seminars, valid through June 1.
Best regards,
Leslie Laredo, President
The Laredo Group, Inc. |
|
EmergingViews
Hulu to Add ABC Programing
Hulu, the third most popular video destination on the Internet, has now become even stronger. Originally a joint venture between NBC Universal and News Corporation, the Walt Disney Company, with its ABC affiliate, will be buying into the partnership. In addition to programs from NBC, Fox and dozens of cable networks, advertisers will now be able to purchase ads adjacent to ABC shows such as Grey's Anatomy, Desperate Housewives and Lost. Online video is one of the fastest growing U.S. media, projected by eMarketer to reach $699 million in ad spend in 2009, for an increase of 31.9%. Disney's involvement with Hulu assures that the site, 42 million unique viewers in March, will continue to grow as an in-stream video destination and an advertising vehicle. It also raises the stakes for sites like YouTube and is contributing to the rapid growth of online video. Full Article - ABC Will Add Its Shows to Hulu Site - NYTimes.com
Video in Email Makes Its Debut Email marketing received an enhancement this past month with the addition of embedded video. The new email product is from Goodmail Systems, and is called CertifiedVideo. Both Target and the NBA TV network utilized this new functionality in email campaigns in April, and other advertisers are signing on. Streaming video can incorporate pre-roll advertising, another source of revenue generation. Goodmail Systems receives its compensation on either a CPM basis or through revenue sharing deals. With "Video Email 2.0" (ISP's shut down an earlier attempt), marketers and email suppliers can take advantage of the rapid growth in online video and leverage the technology to add a new dimension to traditional email. Full Article - Media Marketers Embrace Embedded Video In Email - MediaPost PublicationsMore Articles...
|
|
Generic Names Perform Better in Paid SearchA new study by U.K. based Memorable Domains has found that generic domain names outperform non-generic names in a test of keywords. The research found that the ads featuring a generic domain name scored 42% better than ads that contained non-generic names. A generic domain name describes a product or service with words people regularly use to discuss the topic. This finding is important because paid search, which comprised 45% of total online spending in 2008, can be made even more effective than it is currently. When measuring the ROI of a Search campaign, use of both generic and non-generic keywords should be analyzed. Full Article - Generic Domain Names in Ads Outperform Non-Generic - Marketing Charts
Knowledge and Training Will Produce Better ResultsWhen asked what is the best method of closing the gap between data analysis and business action, the top two answers were "more knowledgeable staff" and "more training and awareness", as identified by 42% and 23% of online marketing managers worldwide in a research study conducted for Webtrends by Lordhouse Research in January 2009. The managers interviewed concluded that the problem of not taking full advantage of measurement tools was not with the data or the web analytics process, but with the company's staff. Metrics and valid research data exist currently; it's a matter of getting company personnel to utilize the data effectively to make the proper judgments about their online marketing. This is important, because in a challenging economy (and even a healthy economy), it is often easier and cheaper to invest in staff training than to find better data for analysis or to hire and retain new employees to do the analysis. Full Article - Closing the Gap Between Analysis and Action - eMarketer
More Articles...
|
|
 The Growth of Mobile Advertising Revenue
Mobile advertising revenue is projected to grow by 26% in 2009 to $229 million. This is more than the $169 million in revenue booked in 2008. The projection is supplied by Magna Global, a division of Interpublic. Looking forward, Mobile is projected to grow to $331 million in 2010 and $409 million in 2011. Though the current rate of growth is substantial, advertising revenue is still dwarfed by Internet banner advertising ($4.9 billion in 2008). For most advertisers, the next few years should be spent testing strategies and tactics in Mobile advertising, gaining knowledge and establishing a foothold while category ad revenue continues to build. Full Article - Mobile Ad Spending Mobilizes, Albeit At A Slightly Slower Rate - MediaPost Publications
Baby Boomers Reluctant To Use Social Networks At Work86% of Baby Boomers never visit a social networking site during the workday according to a study conducted by WorldOne Research for LexisNexis. This is opposed to only 38% of Generation Y who will never visit these sites during the day. Note that 100% of Baby Boomers do use computers and email while at work. Though social networking sites are relatively new, their usage is still somewhat generational - social networking sites and blogs are viewed more readily by Generation X and Generation Y. Advertisers looking into these sites or conducting social networking campaigns need to take target audience into account in their planning process. Full Article - Generations Divided on Workplace Social Nets - eMarketer
|
 |
The Challenges of Online Video Advertising
By Rob Graham
One of the biggest challenges that online marketers face is simply staying ahead of the tide of new marketing products and channels at their disposal. We've come a long way from the days where a few simple print ads could account for 100% of a company's marketing efforts.
In the online marketing world alone, how marketers effectively reach prospects and clients has undergone vast changes in just a few years. Instead of relying purely on banner and online display ads, today's online marketers can choose from a wide array of new technologies, methodologies and marketing channels that will allow them to reach very specific parts of the marketing landscape. And yet, even with access to all this great technology the fundamentals of effective marketing still apply:
- Be relevant to the audience your message is intended for
- Grab and hold the attention of consumers
- Tell an engaging story
One of the tools that today's online marketers are embracing more and more is digital video. Digital video offers marketers the ability to more accurately position their messages, measure the impact of video marketing tools and include dynamic and interactive elements designed to engage consumers.
However, none of these things happen automatically just because a marketer uses digital video. A great deal of planning is required to create any effective online campaign and video is no exception.
Too many marketers think that repurposing a broadcast commercial by slapping it up on a webpage will do the trick. In some instances it may suffice while in others the format of the video, the positioning of elements such as brand names, logos, and other important marketing factors, can get in the way of clearly communicating value to consumers. In short, there is a difference between creating a commercial for broadcast and creating a commercial for an online environment.
One important consideration to keep in mind is that in the online world consumers don't need to stop and watch commercials. Even in cases where pre-roll ads are being used, consumers show an incredible fickleness. If the pre-roll doesn't speak to them, a large percentage of viewers will abandon the video stream regardless of the video they originally wanted to watch.
Most online consumers are in constant scan mode looking for items of personal interest to grab their attention. If a video ad is presented on a webpage, a consumer may only catch part of it depending upon where their attention is at the time. Even if they were to see the ad, a few seconds of scanning is often enough time for them to decide if the offer is personally relevant to them. If a meaningful connection doesn't happen they will quickly wander off.
From a design standpoint this means that marketers need to 'cut to the chase' very quickly to make the value of the offer clear to the consumer and to make sure their logo, tag lines and any other branding materials are visible at all times so the consumers can see and remember them. It's also important to pace the material so that it doesn't become too much information for consumers. If you're running a :15 second spot, then focus on making sure that the main message (benefit statement usually) makes it through loud and clear along with a complete understanding of who the advertiser is and how the consumer can take advantage of the offer if they desire.
It's also important for marketers to keep in mind that the web is an interactive environment. To create a static ad in a sea of interactivity is often a nonstarter. However, marketers who work with rich media advertising and other new technology companies can gain an upper hand by creating dynamically interactive ads that are not only engaging but allow consumers to get directly involved with the branding and marketing messages.
Marketers who use technology just because it's the 'hot' new thing often find that they trade 'glitz' for effective communication. In the case of video, it can do a highly effective job of communicating complex information because it offers the ability to 'show and tell' all in one place.
A picture can be worth a thousand words and a video can speak volumes. But using video just for video's sake isn't an instant marketing win. The video needs to have meaning to the viewer, effectively communicate the marketing message, accurately represent the advertiser and be engaging. If it doesn't accomplish all of these things then it may actually work again clearly communicating the offer.
Next Issue - "Penny Wise and Tons Foolish" - Training Investment in a Tough Economy |
WordViews 
Video Commercials or Broadband Video Commercials A Video Commercial or Broadband Video Commercial is defined as a commercial that may appear before, during, and after streaming content, including streaming video, animation, gaming, and music video content in a player environment. Commercials can appear in live, archived, and downloadable streaming content. Companion Ad A term given to the text, display ads or thematic graphics which reflect and support the brand or content in a video ad. The primary function of companion ads is to continue the branding or messaging of a video ad after the ad has played. The companion ads often offer links to the advertiser's landing page or the ability to replay the video ad. Companion ads are often supplied for free by the content site. They are seen as a "value-add" by advertisers. Click here to download the most recent version of the complete Laredo Group Glossary of Interactive Media and Advertising. |
|
EyeWonder
EyeWonder develops instant streaming video technologies for Internet and wireless devices without the need for media players. The company's solutions include EyeMedia for advertising, EyeMail video e-mail, which utilize the company's proprietary, Java-based video compression technology to provide high-quality video and audio.
Digital Media Association
DiMA is a national trade organization devoted to the online audio and video industries and to commercially innovative digital media opportunities, covering the complex policies and issues surrounding digital media, copyright, competition and consumer rights.
Exact Target
|
|
Laredo Group Training Courses - Coming Soon!
Our next event: June 2-5 - Los Angeles
Beverly Hilton
New on the Calendar: June 29-July 1 - Atlanta
New York, NY - July 30
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.
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)
New York, NY July 28 & 29
Atlanta, GA June 29 & 30
Atlanta, GA July 1
|
Visit our website for course descriptions, outlines, agendas and more -
Blogs from Laredo Group Instructors
| |
|
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 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 |
|
| Contact Us
Tel (954) 577-5700
Fax (954) 577-5720 | |
|
