Tag Archives: advertising

Using online video ads? Use subtitles

The online video market is growing exponentially. By 2012 the U.S. online video audience alone will reach 190 million, almost 88% of the country’s Internet user population, according to eMarketer estimates.

“As with most everything else online, where the eyeballs go, advertising follows,” say the eMarketers.

In just the next four years, online video ad spending is predicted to reach almost $6 billion. Driving the incredible growth is more trust in video content and larger advertisers entering the online video market.

“The use of videos for advertising online is unquestionably growing—except among B2B marketers. They face a huge hurdle. Most of their targets—businesspeople—don’t have audio turned on in the office. Talking heads or voiceovers that no one hears are not very effective.”

The solution? Captions.

Use online video subtitles

Use online video subtitles

PLYmedia, a provider of closed-caption solutions, studied user response to videos where subtitles and captions were included on online videos. Overlaying subtitles and captions increased the amount of time users spent watching videos by almost 40%.

Additionally, videos that had subtitles were watched 91% to completion, compared with 66% to completion for videos without subtitles.

“As more and more online video is consumed in an increasing variety of settings—from office environments to noisy bars to mobile phones—it makes sense to add closed-captioning and subtitling features to digital video files,” said Paul Verna, eMarketer senior analyst. “These enhancements expand opportunities for viewers to enjoy online video, even when it’s impractical for them to have the sound turned on.”

Read the full eMarketer article.

800 numbers in ads more memorable than URLs

New research suggests that by leaving your 800 number out of your marketing and advertising efforts, you could be missing out on some business.

It turns out people have a 45% higher recall of toll-free, vanity 800 phone numbers than they do of many companies’ website addresses, according to the findings of a recent survey conducted by market research firm, Infosurv, Inc..

Recall data also showed that vanity 800 numbers outperform URLs when used in print, outdoor, and broadcast advertising formats.

“As an example of one recall test, a sample radio ad for a fictitious company, Bayside Auto Sales, featured 1-800-NEW-AUTO as the vanity number, and baysideautosales.com as the mock URL. Survey respondents had a 52% higher recall of the vanity number compared with the URL, despite the fact that the URL was an exact match to the company name.”

Even more compelling, those who do remember the web URL of a company often go online to start researching an advertiser’s competition.

“The results suggest that advertisers who use their websites as the exclusive consumer response tool risk losing potential customers right from the start, with about one-fifth of consumers citing ‘research the competition’ as their first step,” said Laura Noonan, VP of Marketing at 800response.

“The higher recall for the phone number over the web address is significant for a business when they look at return on advertising investment. If companies aren’t including a phone number in their ads, then they are losing that valuable direct communication with consumers who are already beyond the research phase and ready to buy,” said Noonan.

If you’ve been thinking about picking up a new vanity 800 number, now you have some data to back your decision.

Does your company have a vanity 800 number? Does it out-perform your URL in advertising and marketing pieces?

Reduce ad clutter, improve your image

One-third of online adults will immediately leave a website if it is cluttered with ads. Over 75% of those who remain on cluttered sites pay less attention to the ads there, according to a recent Burst Media report.

Ad clutter – the overcrowding of a web page with advertising units to the point of degrading the web users’ experience.

Through their survey of 4,000 web users, Burst Media found that cluttered websites “not only annoy the audience, they diminish ad effectiveness and ultimately do a disservice to the publisher, advertiser and visitor.”

How much online advertising is too much?

Most people won’t stick around on a web page with anything more than two advertising units. Over half (52.6%) of visitors said they have a low tolerance for any more than two advertising units per page, with another 27.3% of people ready to leave when there is more than one ad per page.

Clutter hurts your brand reputation by creating a negative impact on visitor’s perceptions of your brand. Approximately one in two respondents has a less favorable opinion of an advertiser when their advertising appeared on a cluttered web page.

“One of the main obstacles to getting consumers’ attention online is ad clutter,” said Chuck Moran, VP of Marketing for Burst Media. “It is critical for advertisers to ensure their messages are being placed in a high quality content environment to receive the maximum exposure they deserve, and to preserve their brand’s reputation.”

It’s a continuous struggle to find the right balance of content and advertising on any given website. The best strategy is to find sites with little clutter and take advantage of the perfect combination of Web traffic, according to Jon Gibs, VP, media analytics, Nielsen Online, in a recent MediaPost article.

Gibs suggests to avoid following the myth that the longer the page the more ads it can accommodate, the more time a visitor spends on a page the more ads they can consume, and smaller ads create less visual information.

“A suitable clutter level depends on the comfort level of a specific advertiser, the target audience and online environment. Lower-income households are typically more comfortable with higher levels of clutter, whereas high-income households prefer lower, according to Gibs. “Retail stores consumers visit tend to mirror their online advertising comfort levels,” he said.

Nobody knows your brand better than you. Avoid advertising in cluttered spaces and hang onto your brand image.

How to use Facebook for business: A lesson in B2B advertising

So, you have a Facebook business page, you’ve connected with friends, created groups and have started to build an online following for your business.

Your next step: Start using Facebook’s pay-per-click (PPC) advertising service.

“It’s an awesome deal,” according to Mike Volpe in a recent post at Hubspot.

The CPM (cost per thousand impressions) for one of Hubspot’s traditional targeted B-to-B advertising run between $25 and $50, while Facebook ads targeted at marketers end up costing about $.50. It works out to be as much as a 99% discount.

Sounds nice, doesn’t it?

Below is a great video from Hubspot showing the step-by-step process for setting up your own Facebook ad campaign.

Election Day marketing links, cast your vote

After months and months of tireless campaigning and inspirational marketing messages, November 4 is finally here. To help celebrate this Election Day, here’s some election-inspired marketing advice from across the blogosphere:

The 2008 election has been “the biggest marketing event” ever seen, according to Danny G. at AdPulp. This election has uncovered a number of lessons marketers and advertisers can apply, just read through a few of his random election eve thoughts.

Brand managers fight to influence how their brands are positioned in the minds of their target audiences in almost the same way political strategists fight to position their presidential candidate in the minds of voters. Brad VanAuken from the Branding Strategy Insider compares the benefits of two brands (McCain and Obama) and what qualities their target audiences find most important.

“There are some lessons for every marketer, regardless of nationality or political leanings,” to be learned from “the most talked about election in the history of the world,” according to Seth Godin. He put a lot of hard work analyzing the election and how it can teach marketers some valuable lessons, so get over there and read his post.

Are the majority of Americans brand buyers or value shoppers when it comes to choosing a president? Read Tom Pick’s latest post, “McCain, Obama, and Marketing Part 2: Brand vs. Value,” at WebMarketCentral.com.

Just for fun, here’s a classic video from ToddAnd for anyone who needs a little review on the Electoral College.

More small businesses “get” social media

Over half (55%) of small business owners think that social networking sites have a place in the business world, according to a study by SurePayroll.

Research revealed that one in five small business owners had already obtained trade as a result of using social media sites including Facebook, MySpace and Twitter.

David Rohrer, SurePayroll’s online marketing manager, said that social networking has risen in popularity with small businesses, as the advertising is a cheap and effective way to connect with customers.

He added: “It is no longer just an outlet for personal use – it’s rapidly becoming a must for business success … What’s so great about the online world is you don’t need a million-dollar marketing budget.” according to a ClickThrough article.

The news that more small businesses “get” social media comes just as MySpace launches their new online marketing service called MyAds beta, which will allow small businesses to advertise on the site.

From BrandWeek:

With MyAds, advertisers don’t pay for each impression delivered to a user. Instead, they pay when a person is interested enough to click through an ad—the model favored by advertisers. The platform could help small and medium-sized businesses, which have been facing a “massive barrier to entry” because they don’t have access to creative and media-buying agencies, said Jeff Berman, president of sales and marketing at MySpace, which is a unit of Fox Interactive Media.

“This allows the pizza store owner in Brooklyn or the quilt designer in Des Moines to run an ad campaign for as little as 25 bucks,” said Berman. “The key is it also runs on a performance basis, so you get what you pay for and given what’s going on out there, that’s a pretty critical distinction.”

MyAds users will be able to create advertisements, target specific audiences, determine a budget and monitor the progress of their program, according to the MySpace MyAds site.