Archive for the ‘Internet Marketing’ Category

Fall Health 2.0 Conference A Success

Friday, October 23rd, 2009

The final installment of the 2009 Health 2.0 Conference was held in early October in San Francisco. The fall conference featured over a hundred speakers, nearly 80 live demos and technologies on display, along with an additional 30 displays in the exhibit hall.

The conference, which has received recent media attention from giants such as The New York Times and The Wall Street Journal, featured Health 2.0 Tools for doctors, ePatients sharing their needs, and an address from CTO of the US, Aneesh Chopra. The conference was co-founded by Matthew Holt, author of the Health Care Blog, and Indu Subaiya, a recent Entrepreneur-in-Residence at Physic Ventures and film-maker.

Each year the larger fall conference is held in San Francisco.  An additional spring conference is held at varying locations. Look for the Spring 2010 Health 2.0 Conference in Paris next April.

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Advertisers Moving to Performance-Based Models

Friday, September 25th, 2009

Online advertising has changed since its inception. Advertisers have moved away from links and banners in search of tangible results. What they wanted was a guaranteed return on their investment. What they found: performance-based advertising.

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The IAB Internet Advertising Revenue Report released this past March reflects the trend toward performance-based advertising solutions. Among the report’s findings were a 6 percent increase in performance-based revenues over the past year, while CPM or impression-based advertising revenues decreased by six percent. The approximately 4 percent of 2008 full year revenues priced on a hybrid basis represented no change over 2007 figures.

The trend toward performance-based advertising is likely due to the model’s ability to alleviate advertising dollars wasted on an ineffective ad. In turn, advertisers are more comfortable putting their advertising funds into cyberspace, knowing that when they’ve found the right combination, they will gain the return they’ve been looking for.

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The Case for Banner Ads

Friday, August 7th, 2009

The effectiveness of display banner ads has come into question in recent years after a decline in the number of clicks these ads generate. Despite a low click rate, the ads have a proven positive impact on website traffic, search queries, and purchase rates for weeks beyond consumer exposure to the ad.

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A white paper developed by comScore for the Empirical Generalizations in Advertising Conference held at the University of Pennsylvania’s Wharton School last December details the findings of a significant study on the matter. A copy of the white paper is available online.

The study found that the use of display advertising produced a positive impact in each of the following areas:

 46 percent increase in advertiser’s website traffic over a four week period
 38 percent increase in likelihood of consumers using branded terms in a search query over a four week period
 27 percent greater likelihood of consumers buying the advertised brand online
 17 percent greater likelihood of consumer making a purchase at the advertiser’s retail store

 Display advertising may not typically result in an immediate click, but that does not mean that it is ineffective.  Instead, banner ads create an interest in the product or service which is realized at a later  time.  The benefits of  banner advertising will likely materialize in the form of a site visit, a search query, and possibly on online or offline purchase in the weeks to come.  Further information can be found a blogger and former comScore board member Fred Wilson’s website.

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The big shift to online advertising

Friday, May 15th, 2009

66.5% of marketers plan to increase online spending in 2009.

If the economy is so bad, then why? The answer: ROI -return-on-investment.

In today’s economy marketers must make the most of their spend–and they must account for every penny. Any marketing method they choose needs to be extremely targeted, measurable and result in high conversion rates. This is where online marketing really excels.

In this climate, online marketing is one type of advertising that is consistently and significantly outperforming any other. In fact, the economic downturn is only serving to accelerate the shift to from more traditional media to online advertising, according to new research from The Kelsey Group.

Specifically, performance-based media, such as lead generation, is at the front of the online advertising market. According to an article from Online Media Daily, the benefits of performance-based advertising and online lead generation include improved measurability, higher conversion rates, cost-per-lead pricing, and a constant stream of fresh leads.

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