Archive of TheNextWeb.org
Written on November 27, 2008 – 8:34 pm
Zee, Internet Marketer, Design Connoisseur & Web App Devotee
A study commissioned by The Internet Advertising Bureau and completed by Internet market research firm Nielsen Online has demonstrated the strength of brand building online.
The study measured the impact on Kellogg’s Sultana Bran by tracking the responses of two separate groups, one that had been targeted using Kellogg’s full marketing force including it’s online ads and the other the same but without online ads.
The results will be good news for online advertising agencies as they highlighted favorable sentiment, propensity to purchase, a boosted brand recall and a higher willingness to recommend the product. The study has defintely taken steps towards disproving marketers who believe the internet is useless to brands looking to expand and enhance their brand image.
The next step for the Internet Advertising Bureau is to conduct further studies to learn which types of advertising seem to reap the most benefits. The bureau’s chairman, Paul Fisher, quoted in the SMH says “It should make TV people sit up and think about how they can get the maximum impact for their clients.”
An article in the Economist published today also highlighted the stability and potential growth of online advertising in 2009. The article highlights the fact that the web has changed greatly over the last few years particularly from an advertising standpoint. Nowadays, search engine advertising and interactive rich media ads play a far larger role than in earlier on in the decade - accounting for over 70% of ads online. Thanks to this, tracking performance is far easier than it once was and in doing so, makes ads online a much more concrete investment.
This week, Market-research firm eMarketer predicted that online-advertising spending in the US will increase by 8.9% in 2009, search advertising alone will grow by 14.9% and rich-media ads by 7.5%.
So maybe not such a bad year ahead for online advertising after all…?
I hope you like that post!
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Written on October 17, 2008 – 11:38 am
Peter Evers, Next Web Mobile editor
Operator portals were doomed to disappear when the walled gardens opened up about two years ago, but after the rise of the smartphone and introduction of unlimited data packages they are doing better than ever. Still, most of the mobile internet use takes place within the borders of these portals. The predicted growth of off portal inventory goes much slower than predicted.
Smart mobile start-ups
However, it must be noted that a couple of smart mobile startups did a great job filling up this new space. Mobile-only communities like Itsmy.com, myGamma, and Flirtomatic are growing rapidly these days. Their big advantage is the painful absence of the bigger brands on mobile Internet, which results in most of the off portal advertising budget ending up in their pockets.
No mobile versions
On the other hand, this is exactly what’s withholding mobile media buyers to spend more budget off portal. Most established websites do simply not offer a mobile version of their successful online product. This is why media buyers who represent big consumer brands don’t want to spend budget off portal. Brands attract brands. Simple as that.
Be ahead of the pack
So why are these online brands still not available on the mobile Internet? I guess they’re simply waiting when the time is right, but they should be ahead of the pack because they are the main drivers behind the availability of premium off portal inventory. Their motivation might be that it’s still hard to drive traffic to a mobile site. While using their phone, people are often too lazy to enter a URL.
So all the traffic derives from really motivated people that are dedicated to find a certain mobile site and Google Mobile (which seldom directs you to a mobile site). Well, what about directing people to your mobile site from your online site? Offering an on-the-go version of your brand? Enhancing your site with an extra service because you like your users so much and want to offer them your content whenever they want to?
Best place to start? What about right here? That picture is how our mobile presence looks like at the moment, as the brand new mobile editor this is definitely the first challenge ahead of me. We’re going mobile! Keep you posted.
Written on April 23, 2008 – 9:55 pm
Boris Veldhuijzen van Zanten, Serial Internet Entrepreneur
Attentio is a market intelligence company based in Brussels. I met its CEO Simon McDermott a few months ago at Plugg. They launched a new service yesterday called Trendpedia. It is a basic search engine that looks for trends in blog posts and generates cool looking graphs with the results.
In this example query we look for “carla bruni” and “nicolas sarkozy” to see how these names are connected:
Clicking on the graph gets you blogposts from that period so you can see why spikes occur.
Although this IS a blog search that description doesn’t quite catch the benefits of Trendpedia. The Social media monitoring, buzz tracking and brand measurement (mentioned in the Window Title) is much more interesting. Simple Blog Search is handled well enough by Google Blogsearch and Technorati. I see it as a perfect companion to Google Alerts to anyone who is passionate about his brand and wants to know the trends surrounding your brand names.
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The Next Web Blog is closely associated with The Next Web Conference which is held annually in Amsterdam, The Netherlands. At this event speakers from all over the world come together to talk about, and show of, the future of the Web. (
