ROI\marketing » advertising

(In French only) Pub. digitale : faut-il dépenser autant ?

admin — Tue, 07 Mar 2017 08:06:57 +0000

Regardez de près comment vos euros dépensés en bannières se réduisent à des centimes et ne perdez pas de vue les fondamentaux. Explications de Michel Sara, fondateur de ROI\marketing.

Lire l’article sur le site de l’ADN

(In French only) Lilly Wood & The Prick et Carrefour : est-ce vraiment optimiste ?

admin — Wed, 01 Jul 2015 15:21:42 +0000

Pour cette dernière tribune dans l’ADN avant la trêve estivale, Michel Sara, fondateur de ROI\marketing, évoque un sujet plus léger : le niveau d’anglais des Français. Illustration avec le cas de Carrefour et de Lilly Wood & the Prick. Vous avez dit optimiste ?

→ Lire la tribune du 1er juillet 2015 de Michel Sara sur le site de l’ADN

Is the effectiveness and visibility of the digital ads reflected by the ad spending?

admin — Thu, 14 May 2015 13:07:49 +0000

Studies showed that results are not correlated to ads spending:

AdGooroo Kantar Media1 analyzed search advertising activity in 10 different business categories on Google AdWords in the U.S., U.K. and France during January 2014 and found that only 1% of search advertisers generated an average of 80% of estimated paid search clicks across all categories (CPC).

56% of online ads are not seen by internet users (Google analytics2)

Even though the online ad market provides opportunities of growth especially for mobile ads spending, a study showed that the less appreciated ad formats for French and American internet users were the ones of mobile applications, social media and search engines. Only 3% of users would rather see an ad on social media including 1% on mobile application compared to 75% of them for TV shows and print magazines (Adobe, “State of online advertising study 2012).

Consumer usage ahead of mobile ad spend

admin — Thu, 14 May 2015 12:57:50 +0000

A study made by Mary Meekers based on IAB Ad spent data showed a high potential of growth for the Internet ad and especially for the mobile ad spending market. In fact, in the USA in average, people spend 20% of their time on mobile devices vs. 4% of total ad spending on this channel.

However, there is still work to be done in advertising for mobile usage:

Only few agencies master display mobile technology
Only few solutions to tracking consumers on mobile and to measuring the advertisement impact especially in-app formats.
Banners developed for mobile display advertising are much too large for the screen size and thus considered intrusive.

Are native ads more effective than traditional display banner ads?

admin — Thu, 14 May 2015 10:53:40 +0000

What is native advertising?

Native advertising operates as a display format but where the ad experience follows the natural form (visual design) and function (content) of the user experience in which it is placed.

Increasingly, top web publishers are deploying these new “native” ad formats. Major social media platforms including Twitter, Facebook, Foursquare and Tumblr, have focused their monetization strategies around these new forms of online ads.

Types of Native ad integrations

(established by IAB Native ad task force)

A study shows that Native ads are more effective than traditional display banner ads

Sharethrough/IPG Media labs surveyed 4,770 consumers globally and used latest eye-tracking technology to assess the attention of 200 consumers to better understand users visual attention and attitudes clearly for native ads vs. standard banner ads.

Their key findings are the following:

The 200 consumers looked at native ads 53% more frequently than display ads.
Among the 200 consumers, 25% more consumers were measured to look at in-feed native ad placements (the most common editorial native ad format) than display ad units.
32% of the 4,770 consumers said the native ad “is an ad I would share with a friend of family member” versus just 19% for display ads.