Comments on: Online Ad Spending

By: Swing Trading

Swing Trading — Fri, 20 Nov 2009 04:05:38 +0000

Interesting post. I have stumbled this for my friends. Hope others find it as interesting as I did.

By: Lee F

Lee F — Mon, 24 Mar 2008 00:30:20 +0000

eMarketer ,as well as most industry data sources, incorrectly classify video as “Rich Media”. At PointRoll, we define Rich Media as any ad format that enables the interactive functionality of website and allows the marketer to measure user activity. Rich Media formats can also be leveraged to deliver ad content that requires a file size larger than what a digital publisher would otherwise allow, such as Flash animation with high resolution files larger than 35K. This can include video and audio. Rich Media is any display format that enables a marketer to do more than deliver an ad impression and measure click through alone. This can certainly include video but, as you point out, this is not always the case. Video formats such as pre-roll that do not permit user interaction or measurability beyond delivery and click through are not “Rich” experiences for the user or the marketer. Rich Media is about user engagement with the message and the ability to measure what happens between impression served and click through. Rich Media ad formats have been in use long before video was widely available and bundling them together for data purposes is misleading.

By: Rob Sandie

Rob Sandie — Sun, 23 Mar 2008 14:25:40 +0000

Total Ad Dollars are growing so it’s not like people are going to be spending less in Search Marketing, I highly doubt that’s the case. It does seem that there is a belief that “Rich Media/Video” (as broadly as that’s termed), will get traction as IAB standards grow and people begin to understand how to monetize video content online.

For instance, take a look at Hulu.com, you can now watch entire movies with “Rich Media/Video Ads”. There is going to be an exploding amount of new online video content and standards being put into place to start supporting this new type of internet consumption.

By: Christien Louviere

Christien Louviere — Thu, 20 Mar 2008 05:37:43 +0000

I agree with you on the search. I think there is still a large portion of the crowd that is still in the dark. All they know is that SEOs are getting paid high dollars to do things that many don’t yet fully understand. SEO will probably become more common amongst companies, but I definitely think this will only increase search spend not decrease it. I’d be willing to bet the majority of brass at Fortune 1000 companies think Google Analytics has something to do securities analysis. From my view, large companies are scrambling to get “emerging media” departments together and SEO is a nice portion of that pie. BTW, do online games fall under rich media?

By: Darren

Darren — Wed, 19 Mar 2008 22:42:48 +0000

Mike – totally. It always is overlooked and would agree with you.

By: Mike D

Mike D — Wed, 19 Mar 2008 22:22:05 +0000

Rich media can also be audio….not sure why this always seems to be overlooked……