TubeMogul just released the results of an interesting study showing almost 16% of viewers will abandon watching a video if there is an ad before the video starts playing.
Read the full report. This is interesting data since many online advertisers may be paying on a cost per impression model when the viewer did not even watch the ad.
Labels: marketing research, online advertising, tubemogul
Internet marketing firm Lotame found
that 300 x 250 "medium rectangle" online ads averaged 13 seconds of "viewing" exposure per user served vs. only 5.4 seconds for leaderboards and 1.9 seconds for skyscrapers. This result is liable to shake up advertising rates since leaderboards and skyscrapers command premium prices over rectangle ads. The study, however, did not look at clickthroughs and conversions which are the most important metrics.
Read the full article.
Labels: banner ads, Internet marketing, media buy, online advertising
Online Videos can truly differentiate your products and services from the competition because Google, Yahoo! and MSN give videos top ranking. In addition, visitors stay on a web page with video content over 50% longer than pages without video. With today’s video recording and screen capture technology, it’s easier than even to make and syndicate videos. Here are some tips for creating and distributing professional quality videos.
1.
Determine whether you are going to shoot live video with a camcorder/camera or simply voice-over screenshots of a presentation. For software demos or voice-over presentations on a PC, we use
Adobe Captivate and
Microsoft Powerpoint. For the MAC, we recommend
Keynote and
Screenflow.
2.
Create a script and rough storyboard. This will allow you to determine timing and will make it easy for the participants to quickly record the sessions.
3.
Use a high-quality microphone. For voice-over of screen capture or software demos, we use a
Snowball microphone by Blue. It’s only $99 and delivers great sound quality. Another popular model is the
Audio Technica 2020 USB microphone. For videos, you will probably want the participants to use lavaliere microphones or at least attach an external microphone to your camcorder.
4.
Eliminate noise in the recording environment. No room is 100% silent so record your voice as loud as possible, keeping your voice signal many decibels louder than the ambient noise of your room.
5.
Keep the digital compression as high as possible for the best video and audio. For audio on the web, use a 22.5 Hz sample rate, 16 bit mono or stereo at 56Kbps. For video, save as AVI uncompressed for editing purposes, and then upload to the web in FLV or WMV format.
6.
Optimize your video for search engines. Use keyword phrases in your video titles and descriptions considering as this is how the search engines will index your video. Most videos show up in Google’s result pages within 1-2 hours of submission.
7.
Distribute your video efficiently. Rather than submitting your video to every online content site, use Traffic Geyser (www.trafficgeyser.com) . For $99 per month, you only upload once to the service and it automatically distributes your video to the most popular social networking sites in minutes - saving you hours of manual submission.
Labels: business videos, online advertising, online video marketing, online videos
There is some interesting information in this
Forbes article on why you should continue to advertise during a recession. I know, you are thinking these are just advertising and marketing firms that want to keep making a buck.
Well here's some anecdotal proof that increasing ad spend in a weak economy actually works:
1) We increased pay-per-click ad spend for a local IT company this month and their leads have soared. Plus their cost per click is down due to a decrease in the competition's budgets.
2) We increased online advertising for our own firm. In a Google Adwords campaign, we were able to grab the top spot for a competitive term due to competition pulling out. That ad landed us one of our largest clients this month.
So don't spend unwisely, but think about actually INCREASING your budget to outmaneuver your competition this month.
Labels: ad spend, advertising agencies, forbes, google adwords, it, marketing in recession, marketing technology, online advertising, pay per click, recession, weak economy, yahoo search marketing
We all know
determining the right keywords for your business' natural and paid search ad campaigns is vital. However, the searchers intent can be quite different when it comes to purchasing your goods or services. For example, the term "Michigan marketing" has a higher volume of searches, but we get more business from searches of the term "Michigan marketing firm".
But how can a business evaluate purchase intent upfront? Enter
Microsoft AdCenter's Online Commercial Intent tool. Microsoft claims the tool can evaluate a visitor's intention to buy, sell, or complete a transaction. Simply type in your keyword and select "query". We found the data at least qualitatively compelling.
For example, the probability of commercial query for "Michigan marketing" is 35%, while the commercial intent of a user typing in "Michigan marketing firm" is 65% which is consistent with our historical metric tracking.
Labels: google adwords, keyword analysis, online advertising, pay per click, purchase intent
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