Digital Focus | Friday, September 18, 2009
|
Influencing Consumer Behavior Lee Smith, President and CEO of Ad-ology Research (www.ad-ology.net), shares his findings of how various media drive consumer response in this video interview. Radio does well with key local advertising categories. At the same time, online media is gaining in impact. |
|
More Non-Traditional Than Traditional Media Planned for Next Year The Center for Media Research is releasing a paid report surveying MediaPost subscribers. There was input from more than 1,972 participants, including 1,164 having planning, buying and approving responsibility. The report covers a wide range of industries including technology, retail, pharmaceutical, travel, business services, CPG, education, electronics, financial, restaurants, and more. From a news release, they list these partial findings: • Planned spending for 2010 is larger for non-traditional media than traditional media. • 57 percent of those who plan, buy and approve media will buy non-traditional media, including online, display video, search, mobile, event sponsorships. • 57 percent will buy email marketing and 56 percent will buy presence on a social network. (Source: The Center For Media Research, 09/11/09. The report is available for purchase here.) |
|
Content Is Still King A bigger proportion of Internet users are spending more time on content sites than they were six years ago, according to a new analysis by the Online Publishers Association. But that growth has come at the expense of communication and commerce sites. The study showed that people in 2009 on average spent 42 percent of their time online on content sites compared to 34 percent in 2003, when the OPA launched its Internet Activity Index, which tracks monthly Internet use across five categories: commerce, communications, community, content and search. The actual amount of time spent on content sites has nearly doubled since 2003, increasing from an average of three hours, 42 minutes to 6:58. By contrast, people are not lingering as long on communication-focused properties, which include Web sites and services such as Yahoo Mail, AOL Instant Messenger and MSN Groups. People spent only 27 percent of their time on communication sites in 2009, down from 46 percent in 2003. Time spent fell 8 percent from 5:20 to 4:54. The share of time spent on commerce sites fell less dramatically, from 16 percent to 13 percent, while the actual time actually increased 26 percent from 2:07 to 2:40. A major factor eating away at time spent on communication and commerce sites has been the rise of social networking sites in the last few years. The OPA only added the "community" category last year to reflect that phenomenon. "In 2008, we introduced the Community category based on the emergence and popularity of sites like Facebook, MySpace and LinkedIn," said OPA President Pam Horan in a statement. "These new sites have had significant impact on the communications category, which saw a 41 percent decline, due to the fact consumers are using community sites where they can conduct these same activities more efficiently." Today, community sites account for 13 percent of Internet users' time, and 3:01 on average per person each month. Time spent with search, meanwhile, has doubled from 27 minutes to 54 minutes, but its share of time has grown only from 3 percent to 5 percent. (Source: Online Media Daily, 09/17/09) |
|
Daily Sales Tip: PPPPP (Prior Planning Prevents Poor Performance) |
 |
1-800-232-3131 | www.rab.com | To unsubscribe, CLICK HERE and enter REMOVE in the subject line. |