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Sarah Stambler's |
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E-Tactics |
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July 30,
2003
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SUMMER HOT SPOTSOnline marketing and e-commerce look like the best places to be these days. I would even like to say in the heat of the summer that online marketing is "hot." I am seeing a lot of growth in my clients’ willingness to test new advertising venues on the Web and I continually learn how many more people are buying products from them online. It’s really encouraging. If there’s a slump out there, it is not affecting every sector. So here’s the short of it. According to the Interactive Advertising Bureau in June, online-ad revenue including banner ads, paid search listings, pop-up ads and other formats, totaled an estimated $1.58 billion for the fourth quarter of 2002, up 8.9 percent from $1.45 billion in the third quarter. This increase is a reversal of two years of declining revenues. Internet Marketing is on The RiseSigns of a recovery for advertising as a whole, when you look at advertisers’ budgets, is a different story. Nearly one in three advertisers are cutting their marketing budgets in the light of renewed economic uncertainty, according to a new report fro the UK’s Institute of Practitioners in Advertising (IPA). Recently published research in the UK shows marketing budgets fell by their sharpest level for nearly two years in the second quarter of this year as advertisers tightened their belts. Only internet marketing bucked the downward trend, with companies reporting their internet budget had grown by an average of 9% . The proportion of companies devoting more than a tenth of their marketing budget to internet marketing - emailing potential According to eMarketer research here in the US, from this year forward, the trend in US online advertising spending is up, rising to $6.3 billion in 2003 from last year's $6.0 billion figure, or a 4.8% growth rate. By 2006, ad spending will reach $8.1 billion-returning to the levels of the Internet boom days. For the full story:
IPA findings
E-marketer
It’s The Type and Size of Your Advertising That MattersThese stats appeared in MediaPost, on July 24 in an article that covered findings in DoubleClick’s Q2 2003 Ad Serving Trend Report. They could well assist you in planning future campaigns and media buys. The findings show that rich media continues to display stronger conversion rates than non-rich media (GIFs and JPEGs). Rich media generates higher rates of post-impression activity per impression (.76% vs. .55% for non-rich media) as well as post impression sales per impression (3.07% vs. 1.02% for non-rich media). In terms of ad size, the standard banner (468 x 60 pixels) still accounts for a substantial portion of all ads served (42%), but it has been losing ground to other, larger sizes. Since Q2 2002, the standard banner declined in volume by 23% and the button is down 43%. Larger ad units, however, like large rectangles (both 300 x 250 and 336 x 280) increased 257% and 117%, respectively. Skyscrapers, which are now the 2nd most popular unit, accounting for 9% of total volume in Q2, grew 55% from Q2 2002 to Q2 2003. Newer large units are performing well. The leaderboard, a wide unit (728 x 90) that often appears at the top of web pages, is now the fastest growing size at 562% growth from Q2 2002, and is now the fourth most common size served by DoubleClick. Half-page ads (550 x 480) had the second highest response rate at .90%. RESOURSES
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We’ve put together a collection of excellent reference books for marketers.
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Findings from the |
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| Open Rate | Click Thru | |
| Average | 39.2% | 8.9% |
| Business products and services | 47.6% | 7.9% |
| Retail and catalog emails | 38.5% | |
| Travel | 43.4% | 8.4% |
| Consumer products | 14.0% | |
| Publisher, consumer audience | 11.5% | |
| Consumer services |
8.6% |
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Bounce-back rate average 12.5%.
Within the retail and catalog category, every 1 thousand pieces sent yielded 2.35 purchases, with an average order size of $110.18.
Revenue per email delivered averaged $0.28.
The Email Trend report is aggregated from a sample of marketers that use New York-based DoubleClick's DARTmail email delivery technology.
PAY PER CLICK ANALYST
http://www.payperclickanalyst.com/
Reviews the major pay-per-click search engines from a marketer's point of view, and includes a comprehensive list of the minor sites. News feed keeps track of mergers and launches in the industry.
In This Issue
SUMMER HOT SPOTS
Internet Marketing is on The Rise
It's The Type and Size of Your Advertising That Matters
Resources
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Stats
How Do Your Emailings Measure Up?
PAY PER CLICK ANALYST
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The E-TACTICS LETTER, (ISSN 1542-2623) is published by E-Tactics, Inc. an electronic marketing and publishing firm established in 1984 that specializes in the creative use of electronic media in the design and implementation of customer driven marketing, research and publication strategies.
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