Nielsen Faces Its Digital Competitors – What is the Real Number?

When I worked in radio, my stations were always curious who were the Nielsen families, those small groups of people that became the representatives of our entire listening audience, driving what we could charge for advertising.  Like it or not, Nielsen was the only game in town.  But no longer. With the shift of online and on-demand viewing, the large networks are now demanding better measurements of a show’s true audience.  This has rushed to the forefront during the Winter Olympics, where … [Read more...]

Color Christmas eBlue

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Regardless of how many Amazon, UPS and FedEx boxes were around your tree, it appears that shopping online this season, while up from 2012, was not as forecast. comScore is out with new information that says while online shopping through Sunday was up about 10% over last year, it fell far short of forecasts. The $42.8B from desktop devices was significantly below the $48.1B forecast. The all-digital forecast, which includes smartphones and tablets, will not be available until later in the … [Read more...]

HOVER, CONVERSION AND MAKING MONEY

Research shows that the greater determination of a viewer’s decision to convert, either to purchase or to request information, is the amount of hover time over an ad RATHER than a click.  Viewers who spend more time over the advertisement are significantly more likely to become customers than those who click indiscriminately.   The research by comScore and Pretarget indicates that the traditional way of buying mass impressions and hoping for conversions (aka “spray and pray”) is not … [Read more...]

WHAT DRIVES CONVERSION? HINT: IT’S NOT CLICKS

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When an ad is displayed, what really matters? Obviously for those of us in the Affiliate business, it’s the click, the action where the reader and the advertiser are connected with a hard measurement. But research says that is NOT the key issue. comScore and Pretarget, who have been studying the online advertising market for awhile, have discovered that ad viewability and hover time are more strongly correlated with conversions than clicks or total impressions. In this case, a conversion is … [Read more...]

IMPROVING CLICK THROUGH – AD NETWORK PERFORMANCE

Using the premise that a reader action can’t occur unless reader and ad meet, this week I’ve been looking at ways to evaluate your site and its revenue performance.  We looked at ad location and site performance so far, and now we turn to network performance.  You’re only as fast as the company you keep. The reason for this series is the comScore study that says more than 50% of all ads are never seen by readers. As affiliates, we spend a lot of time reviewing offers and content to ensure … [Read more...]

IMPROVING CLICK THROUGH – YOUR HOST SITE PERFORMANCE

We all have a need for speed – speedy loads of our site and its associated ad servers.  In a world where people grow bored and move on in an average of 3.4 seconds, we do not want to do anything to encourage site defection.  So how fast is your site? According to comScore, over half of all display ads on websites are never displayed, resulting in significantly reduced earnings for the publishers.  Last time I challenged you to take a close look at the design of your site, especially what is … [Read more...]

IMPROVING CLICK THROUGH – PLACEMENT ON THE PAGE

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Do over half your readers never see the ads you want displayed? A recent study from comScore looking at the period of time from May 2012 to February 2013 reports that 54% of online display ads are not seen by anyone. For example, ConAgra Foods discovered that more than 30% of the time its ads were being displayed in a nonviewable portion of the page. While we all want to believe that every reader reads every word, some just never reach the bottom. Kellogg reports that up to half of its ads … [Read more...]