> IN BRIEF
CONSUMERS UNDEREXPOSED TO ONLINE RETAIL DISPLAY CAMPAIGNS
While online retailers double their monthly average spend on advertising during the November and December holiday sea- son, users are underexposed to retail dis- play campaigns, according to new research from MediaMind Technologies Inc.
The research report, Tis the Season for Retail: Using Online Display to Boost Store Traffic, analysed both direct response and retail brand cam- paigns served between Q3 2009 and Q2 2010. It found that while the optimal frequency for online retail campaigns is between four and six exposures, most users received only a single exposure to each campaign. For retail brand campaigns, users are more likely to engage with ads they have already seen. According to MediaMind, low exposure frequency can therefore jeopardise over- all campaign performance. For retail direct response campaigns, the study indicates that as many as four impressions per viewer yield above-average conversion rates. MediaMind’s data from 2007 to 2009 reveals that a third of all
global retail online ads are spent in November and December. This compares with just 6pc of ads served during January and February. “Online retailers have an opportunity to strategically drive cus- tomers to their stores or to their site during the most crucial time of the year,” said Gal Trifon, CEO and co-founder at MediaMind. “Advertisers should not hesitate to increase the exposure frequen- cy for their target audience, even before scaling their campaign reach.”
The study also indicates that direct response retailer campaigns can achieve the highest conversion rate on homepage placements, while rich media ads in placements such as music, mail and instant messaging generate the most engagement for retailers that focus on branding.
Amazon named Retailer of the Year
Amazon has been named Retailer of the Year at the Oracle World Retail Awards 2010. The online retail giant beat off competition from Fast Retailing/Uniqlo, H&M, Pantaloon Retail, The TJX Companies and Wal-Mart. Elsewhere, Angela Ahrendts, chief executive officer of Burberry, won the Outstanding Leadership Award. Ahrendts has been cred- iting with rebranding the company since being appointed CEO in 2006. In its most recent half-yearly results, Burberry reported 21pc revenue growth.
14 Marketing Age Volume 4 Issue 4 2010
IPAD CHANGING HOW PEOPLE CONSUME MEDIA
New research from The Nielsen Company indicates that the grow- ing popularity of connected devices, particularly Apple’s iPad, is starting to change how people consume media. The survey of more than 5,000 consumers found that more than 4pc of US households now own tablet computers. Unsurprisingly given the larger screen size, the survey found that iPad owners are more likely to read books and view videos on their devices than iPhone owners. In addition, it found the majority of iPad owners (63pc) have already downloaded a paid-for app. Just 5pc have downloaded free apps only and 32pc have not downloaded any apps.
US MOBILE ADSPEND UP 79PC THIS YEAR – eMARKETER
Mobile advertising spend in the US will reach US$743m this year and is likely to pass the US$1bn mark in 2011, new estimates from eMarketer reveal. According to the firm, this year’s spend will be an increase of 79pc over last year when total expenditure on mobile ads – including display, search and messaging-based advertis- ing – was just US$416m.
“The expansion of the smartphone market and the attrac- tive usage and demographic profile of smartphone owners have forced more marketers to pay closer attention to mobile,” said Noah Elkin, eMarketer senior analyst and author of the forthcoming report Mobile Advertising and Marketing: Moving Past the Tipping Point. The report is forecasting that video, display and search ad spending on mobile will all more than double this year, while growth in messaging advertising will lag behind other more sophisticated mobile formats.
“It is safe to say that many marketers who had not previ- ously considered mobile advertising are now eager to tap into its potential, thanks to the stamp of legitimacy applied to the medium by the high-profile entrance of companies such as Apple and Google,” Elkin said.
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