Original content sites more engaging than social media – study

Engagement and advertising responsiveness are strongest on original content rather than social media sites, according to a new UK study carried out by GfK NOP for the Association of Online Publishers. Participants in the study – The New Rules of Engagement – revealed they are almost twice as likely to trust advertising and brands on content sites versus social media sites, while they are almost three times more likely to believe that content sites are better than social media sites at influencing positive brand opinion. According to the AOP, by examining the relationship between site and audience, the study also reveals that measures such as dwell time and frequency of…

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Connectors Event To Look At Saving Brand Ireland

A public brainstorming event to be held for the first time this evening will look at a range of issues affecting Irish businesses, including how to save Brand Ireland. Devised by Conor Lynch, the Connector Brainstorm event promises to bring together some of Ireland’s top digital marketing experts along with some exciting start-ups and aims to provide a platform for new ideas to save Brand Ireland. According to Lynch, the event, which is being held in the Science Gallery on Pearse Street in Dublin 2, will look at ways to save Brand Ireland in the eyes of the international public and look at new business ideas that will create new…

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Coca-Cola Ireland launches Xmas digital activity

Coca-Cola

Coca-Cola Ireland has today announced the launch of its Christmas digital activity. The campaign consists of a website , iPhone Application , Facebook application and online advertising including a homepage takeover on MSN.ie today. The company said online advertising specials will also be present on Entertainment.ie , eBay and Independent.ie during November and December. The campaign creative features the Coke Santa and Coke trucks set inside a snowglobe scene. The company is also taking a human snowglobe around the country for children to experience the Christmas in a snowglobe. The Coca-Cola snowglobes application on each of the three platforms allows users to choose from a variety of Christmas scenes, personalise the snowglobe with a number of accessories and then upload…

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Click-through rate stops declining – report

Gal Trifon, CEO and co-founder at MediaMind

Gal Trifon, CEO and co-founder at MediaMind The global click-through rate (CTR) for online advertising stopped declining in 2009 and 2010 and has remained fixed at around 0.09pc, according to a new study from MediaMind Technologies. The ‘Standard Banners – Non-Standard Results’ study shows that CTR has been decreasing over the past decade, with a large drop of 18pc during the financial crisis following the collapse of Lehman Brothers in September 2008.  Interestingly, the study reveals that one of the main reasons for the drop in CTR is the success of online display advertising: the increase in the number of online ad impressions outpaced users’ rise in clicks, which resulted…

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Minister seeks views on RTE digital channel proposals

ryan eamon

Communications Minister Eamon Ryan is seeking the views of the public on a range of new channels proposed by RTÉ for transmission on digital television. Members of the public will have until 10 December 2010 to submit their views. The switch-on of digital television was announced by the Minister last month and will include RTÉ One, RTÉ2, TV3, and TG4. RTÉ has submitted a proposal for additional channels on this free-to-air service: RTÉ Two HD Select, RTÉ News Now, RTÉjr (channel aimed at preschool children),RTÉ Plus (repeat of peaktime RTÉ One content), and RTÉ Aertel Digital (enhanced digital teletext service). “The analogue signal will be switched off by the end…

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Ad spend in China to grow 14.6pc in 2010 – eMarketer

china street

Advertising spend across all media in China is expected to grow 14.6pc to US$33.64bn in 2010, according to a new report from eMarketer. And the market intelligence company is forecasting further growth of 14pc next year, 19.8pc in 2012, 14.1pc in 2013, and 13.3pc the following year, to result in total advertising expenditure of US$59.38bn by 2014. Much of the growth is being driven by China’s rapidly expanding online consumer market. eMarketer estimates that by the end of 2010, the country will have 518 million internet users and 116.7 million broadband households. By 2013, there will be 840 million internet users and 179 million broadband households. Advertisers are expected to…

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Double-Digit Growth for Online Ad Spend in Europe

Alain Heureux, president and CEO of IAB Europe

New half-yearly figures from IAB Europe have revealed double-digit growth in online ad spend across Europe. The trade body’s CEO and president, Alain Heureux, said that if these growth rates continue, Europe could overtake the US in online ad spend by next summer. The representative body compiled figures from its branches in the UK, France, Spain, Italy, Poland, Hungary, Bulgaria, and Romania. “These half-yearly figures suggest that a tipping point has been reached,” said Alain Heureux, president, and CEO of IAB Europe. “Every day new companies plan online ad campaigns for the first time, encouraged by reach, return on investment and consumer engagement. “Those that are already online are allocating…

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UK online display ads up 34pc – comScore

Virgin Group

UK internet users viewed more than 221bn display ads during the third quarter of 2010, an increase of 34pc from the 164bn impressions in Q3 2009, according to new figures from comScore’s Ad Metrix service. “Following the ad recession that occurred from late 2008 through most of 2009, we are now seeing a strong resurgence in the online display ad market,” said Mike Read, SVP and managing director, comScore Europe. “A key driver of this growth is the retail sector, which increased over 300pc in terms of impressions delivered since last year. In the run up to Christmas with consumers searching for gifts, the growth in online advertising is likely…

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Half of UK mobile users now engaged in mobile commerce

mobilephone1

Just over half of mobile phone owners (51pc) in the UK, or 23 million people, are now using their devices for mobile commerce – whether it’s making payments, redeeming coupons or researching products and services – according to new research from the Internet Advertising Bureau (IAB). The study also found that smartphone users are 63pc more likely to engage with m-commerce than all users. The IAB said the study “shows once again the urgent need for retailers to catch up with the mobile consumer and enhance the user experience to ensure they don’t miss out on sales”. The study of over 1,000 mobile owners found that 43pc of respondents had…

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Allianz launches ‘One’ international marketing campaign

Allianz has launched an international marketing campaign with a global concept that takes a localised approach in individual markets in what is a first for the company. According to the financial services company, the central focus of the `One‘ campaign is sharing knowledge and experience of real people in authentic situations. “The ‘One‘ campaign is unique in its approach and content, because it calls upon the wealth of meaningful knowledge and experience of our clients and employees,“ said Joe Gross, global head of market management at Allianz SE. “Sharing this knowledge can help customers make better financial decisions and help them to move on and up in life.” According to…

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