There’s a hot new medium called the Internet

Posted By Vidar

Thursday at 7:28AM EDT

5 Comments

Tags:

greg stuart, iab, online advertising, online effectiveness, online roi, xmos

Categories:

Ad Analytics, Ad Measurement & ROI, Best Practices, Display Advertising, Online Marketing, Reporting & Reconciliation, Rich Media Banners, Social Media Advertising, Targeting, Video Advertising

I just came across a thorough presentation compiled by Greg Stuart, former CEO and President of the Interactive Advertising Bureau (IAB). It is called an “In-Depth Introduction to Internet Advertising” and is a whopping 82 slides. However, it contains many great sound-bites as well as stats that any interactive marketer should have in their arsenal.

Here are a few stats that I’ll share next time I talk to a ‘traditional media’ marketer:

64% of US households answered “Computer with Internet Access” to the question “If you had to live on a deserted island and could only take one thing with you.” 18% said books, 6% said TV, 6% said radio, 4% said cell phone and 1% said newspaper subscription.

General Motors, the 3rd largest US advertiser, is ready to shift half of its 3 billion budget into digital and one-to-one marketing within the next 3 years.

In a multi-advertiser cross media optimization study (measuring on-line and off-line effects) sales increased by 11% on average from customers who had been exposed to online advertising, compared to those who hadn’t.

It cost about 4 times as much to increase purchase intention via magazine advertising and 11 times as much via TV - compared to online advertising.

There’s a lot more to read, especially on ad formats, measurements, online challenges (oh yeah, it’s not all honky-dory). You can find the full presentation here.

- vidar