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Tag: Ad serving

  • ‘Catch me if you can. Ad serving=Web analytics?’: Tiwari

    MUMBAI: Getting into the technicalities of the Internet medium, the third session of the Internet and Online Association’s conclave saw Real Media UK technology solutions director Murly Tiwari speaking on whether ad serving was equivalent to web analytics?
     
     
    Tiwari delved into the history of ad serving and said that the Internet was barely a 10 year old medium and the first online ads were in the form of text links or simple graphics. These ads were hard coded on the publisher’s website and were sold mostly on a tenancy basis. Then suddenly the demand for the Internet increased and there was a kind of ‘Internet Gold Rush.’ As technology progressed, international advertisers now offered something unique in the form of ROI tracking of every campaign. Now of course, there are a plethora of ads on the Internet and various types for that matter.
     
     

    The reason, Tiwari pointed out, for the discrepancies in calculating ROI were that different people measured different things for reach the ROI. Technical causes such as cache problem, invalid clicks, back button problems, latency (the amount of time it takes for files to move across the Internet) and counting of rich media since the rich media advertising cannot be recorded accurately by some systems.
     
     

    Moving on to the human causes of discrepancies in reaching the ROI on the Internet, Tiwari said, that this can happen if the difficulties are not tackled early enough; if there are last minute changes and due to traffic scheduling errors. He said that the media owner was more important than any third party involved. Hence the page views were counted versus the ad impressions.

    Broadband is the next big thing. With the increasing growth of broadband, users will spend more and more time on the Internet. The advantages of broadband, as Tiwari pointed out were:
    1) Faster
    2) Un-metered access
    3) One can work from home
    4) Entertainment value
    5) Educational value
    6) Multiple users
    7) Communications

    Throwing in some numbers, Tiwari said that in UK 20 per cent of the households with Internet access have broadband and 50 per cent of the workplace with Internet access have broadband. He said that in 2003, there was an 80 per cent growth of the Internet compared to any other medium and that this was an outstanding growth.

    The Internet has a market share of 2.2 per cent compared to the other traditional means of advertising. To raise the baton from 2.2 per cent to 10+ per cent, what we need to do is adopt new ad formats like ad interaction time, ad display time, ad display ratio and interactive impressions. It can also be done by introducing new sales models and by using traditional media terms to sell online ads.

    In conclusion, Tiwari said that the Internet advertising agrees and delivers to specific market objectives through the audience (unique users), branding, direct marketing, conversion (click per rate) and revenue (tracking).

  • DoubleClick announces Q3 online ad trend report

    NEW YORK: DoubleClick, a leading provider of marketing tools for advertisers, direct marketers and web publishers, has announced results of its third quarter Ad Serving Trend Report based on more than 144 billion advertisements from thousands of clients. The data reveals that ‘online advertising’ continues to prove its effectiveness for marketers. The majority of ‘online ads’ are now targeted and rich media usage has increased. In addition, the data shows that the click-through rates have remained constant whereas view-through rates have increased.

    Some of the highlights of the report are as follows:

    Marketers show continued sophistication in planning and creative: The data reveals that over 73 per cent of all campaigns incorporated some form of targeting criteria in the third quarter. The fact that only one quarter of all advertisements served are run-of-network, attests to a continued sophistication in the online planning process. Furthermore, ‘keyword’ and ‘key value’ remain the most common type of targeting used by advertisers with 82 per cent of targeted ads. This includes both ‘keywords’ on search engines served by DoubleClick and ‘content targeting’ on specific sites. Marketers have used geographic targeting in 12 per cent of all targeted ads and targeting by ‘time of day’ is now three per cent of all targeted ads served.

    Rich media continues to grow in importance for marketers: According to the data, ‘rich media’ usage has grown by 34 per cent from the first quarter to the third quarter. In the third quarter nearly 25 per cent of all advertisements served by DoubleClick were ‘rich media’. ‘Rich media’ has been proven to have higher response rates and greater branding impact than the ‘static banners’. Average click-through rates for ‘rich media’ held constant at 2.7 per cent in the third quarter as compared to 2.5 per cent in the first quarter, while click-through rates for ‘non-rich media’ declined from 0.4 per cent in the first quarter to 0.27 per cent in the third quarter.

    Marketers should also place importance on view-through rates : As a result of better planning and more dynamic creatives, average click-through rates remained constant at around 0.69 per cent in the second and third quarters, compared to 0.7 per cent in the first quarter, indicating an increasing maturation of the industry. In addition, view-through rates – which assess users who convert within 30 days of seeing an advertisement, but do not click on a banner – have risen from 0.36 per cent in the first quarter to 0.51 per cent in the third quarter. This translates to five consumers per thousand who respond to an advertisement that they do not click on. As a result, marketers who use click-throughs as the only response metric, are missing these conversions.