DoubleClick Study Says Online Advertising is Effective

DoubleClick's latest Ad Serving Report sheds positive light for the online advertising sector. Among the findings:

  • View-Through Rates* Increase By 47%
  • Online Advertising Gets Bigger And More Dynamic
  • Rich Media Continues To Have Higher Response Rates Than Non-Rich Media
  • Marketers Continue To Find Targeting Effective
  • Online Ads Are Becoming More Memorable

�It is encouraging to see from the data that online advertising is becoming just like any other established advertising medium, adopting techniques such as contextual targeting and dayparting, borrowed from the print and television worlds,� said Doug Knopper, Vice President and General Manager, Online Advertising Solutions, DoubleClick. �Marketers should no longer just rely on the click-through rate as a response metric; we encourage our clients to also use the view-through rate to assess post-impression response to optimize campaigns and gain a more complete picture of conversions.�

Very encouraging indeed.

* View-through rates assess users who take action within 30 days of seeing an ad, but do not click on a banner.

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by Steve Hall    Jan-28-03    




Publisher Meredith Posts $19.3 Million Fiscal Q2 Profit

More good news today from publishers. Earlier, it was reported that the New York Times Company posted a 45% increase in profit for their Q4 and now Meredith is posted 69% increase for their most recent quarter.

Meredith publishes 16 magazine titles, including Better Homes and Gardens and Ladies' Home Journal, and about 150 special interest publications. The company also owns 11 television stations, most in the nation's top 25 markets, and has an extensive Internet presence.

We'll take all the good news we can get these days.
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by Steve Hall    Jan-28-03    




MarketingFix Online Advertising Headlines

From MarketingFix: Internet marketing and media news aggregation and analysis from dozens of sources provided with insight, brevity and occasional sarcasm.

AOL Uses Chat Bot
Gator Causes Lawsuit
New York Times Offers Pay For Placement Job Listings
Yahoo's Hiring of Overture Exec Causes Speculation
New Online Advertising Awards Launched
Newspapers Pat Themselves on the Back
Be Careful With Rich Media
Online Educational Material Can Help Grow Business
Measure What Matters
Advergaming Misunderstood
Omnicom to Buy Agency.com
The Super Bowl Ads Drive Online Buzz

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by Steve Hall    Jan-28-03    




Avertising Headline Round Up


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by Steve Hall    Jan-28-03    




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New York Times Company Doing Well

While some newspapers struggle, the New York Times Company, which includes the Boston Globe and other holdings in radio, TV, and the Internet, posted a 45% increase in profit for Q4 2002
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by Steve Hall    Jan-28-03    




More Reality TV Coming

So now we have midgets (sorry, what is the PC term?) pulling airplanes, marriages between random strangers, and people eating animal body parts to win a million bucks. And more coming our way as this article explains that reality television is simply representing human behavior that has been around forever. We are simply not hiding it anymore. Do we really want to un-hide it? Some things are better left in the darkness
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by Steve Hall    Jan-28-03    




Don Hewitt to Leave 60 Minutes

Well, it had to happen sooner or later. I mean the guy is 80. Nothing against the olfder generation but perhaps it is time. Hewitt will step down in June and be replaced by Jeff Fager who is currently executive producer of 60 Minutes II
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by Steve Hall    Jan-28-03    




Superbowl Highest Ratings Since 1998

Despite the lackluster commercials and a one sided game, this years Superbowl had the highest ratings since 1998
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by Steve Hall    Jan-28-03    










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