comScore is sharing some research indicating that despite a recent study from the IAB and Price Waterhouse Coopers saying that display-related ad spending declined in Q4 2008, banner ad spending actually increased.
A study from McPheters & Company in co-operation with Condé Nast and CBS Vision found that magazines and TV ads are more effective than online ads. The study looked at 30-second TV ads, full-page 4-color magazine ads, and Internet banner ads in standard sizes.
They used eye-tracking software to determine the circumstances for when online ads were actually seen by participants. Highlights of the study include:
Many online advertisers continue to struggle with the decision to use either search engine advertising or display advertising. Google AdWords, Yahoo Search Marketing, Microsoft AdCenter and the like, or good old fashioned banner displays. Both offer valid reasons, and each outperforms the other in different areas. Why Not Use Both?
Hot on the heels of the recently launched MySpace MyAds platform, which lets users easily create their own display ads to run across the social network, Google has decided to go down a similar path with its largely popular AdWords service.
There’s a constant debate about the “best” way to earn online income, and the simple answer is that there is no optimum path to achieving this goal. But one thing is certain, the deeper the engagement with your visitors, the more you’ll benefit.
Here’s why: The whole system of Internet Marketing profits is based on effort and engagement.
Witness-
Web advertising (text links, banner ads, Adsense) has a back-of-napkin payout of about 1-10% against your time and resorces.
Graphical banner ads have become the panhandlers of the Internet: very few people look at them anymore even if ads are right in front of them.
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