MAM

DoubleClick announces Q3 online ad trend report

NEW YORK: DoubleClick, a leading provider of marketing tools for advertisers, direct marketers and web publishers, has announced results of its third quarter Ad Serving Trend Report based on more than 144 billion advertisements from thousands of clients. The data reveals that 'online advertising' continues to prove its effectiveness for marketers. The majority of 'online ads' are now targeted and rich media usage has increased. In addition, the data shows that the click-through rates have remained constant whereas view-through rates have increased.

Some of the highlights of the report are as follows:

Marketers show continued sophistication in planning and creative: The data reveals that over 73 per cent of all campaigns incorporated some form of targeting criteria in the third quarter. The fact that only one quarter of all advertisements served are run-of-network, attests to a continued sophistication in the online planning process. Furthermore, 'keyword' and 'key value' remain the most common type of targeting used by advertisers with 82 per cent of targeted ads. This includes both 'keywords' on search engines served by DoubleClick and 'content targeting' on specific sites. Marketers have used geographic targeting in 12 per cent of all targeted ads and targeting by 'time of day' is now three per cent of all targeted ads served.

Rich media continues to grow in importance for marketers: According to the data, 'rich media' usage has grown by 34 per cent from the first quarter to the third quarter. In the third quarter nearly 25 per cent of all advertisements served by DoubleClick were 'rich media'. 'Rich media' has been proven to have higher response rates and greater branding impact than the 'static banners'. Average click-through rates for 'rich media' held constant at 2.7 per cent in the third quarter as compared to 2.5 per cent in the first quarter, while click-through rates for 'non-rich media' declined from 0.4 per cent in the first quarter to 0.27 per cent in the third quarter.

Marketers should also place importance on view-through rates : As a result of better planning and more dynamic creatives, average click-through rates remained constant at around 0.69 per cent in the second and third quarters, compared to 0.7 per cent in the first quarter, indicating an increasing maturation of the industry. In addition, view-through rates - which assess users who convert within 30 days of seeing an advertisement, but do not click on a banner - have risen from 0.36 per cent in the first quarter to 0.51 per cent in the third quarter. This translates to five consumers per thousand who respond to an advertisement that they do not click on. As a result, marketers who use click-throughs as the only response metric, are missing these conversions.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/harish.jpg?itok=hc_JjLLn
NeoNiche appoints Harish Iyer as Head: Content Strategy

NeoNiche Integrated Solutions Pvt. Ltd appoints Harish Iyer as their Head: Content Strategy, adding new insights to the experiential marketing company. He will be responsible for spearheading the content services at NeoNiche.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/dell.jpg?itok=k8FoXizx
Dell launches new campaign ahead of festive season

Dell India has launched its latest campaign, just as the festive season kicks off.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/mullen.jpg?itok=yvTz29Z0
SBI Life emphasises on happier responsibilities to celebrating life

MUMBAI: SBI Life Insurance, one of the leading private life insurance companies in India, launched its ‘Main se Hum’ campaign today, establishing a sharp focus on the company’s portfolio of protection products. The 360 degree campaign targets millennials across multiple platforms including TV,...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/VERTOZ.jpg?itok=9-_W8rSx
Vertoz introduces two new business verticals to its portfolio

Vertoz, a leading programmatic ad-tech and digital media company, recently announced the launch of two new business verticals - ZKraft and PubNX. In addition, it also announced the incorporation of Artificial Intelligence (AI) and Machine Learning (ML) to its proprietary programmatic advertising...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/bridge.jpg?itok=Je7LdW85
Leo Burnett India wins Bridgestone’s creative mandate

Tyre manufacturing company Bridgestone has appointed Leo Burnett India as its creative agency.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/fore.jpg?itok=aIqqdk_F
Forevermark's new campaign highlights the concept of self-determination

Forevermark, the diamond brand from The De Beers Group of Companies, has launched the ‘The Better Half Within’ Campaign, a reflection of the poised, powerful, and self-determined personality of the woman of today.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/ipsos.jpg?itok=zzzebW8d
Ipsos hires Sreyoshi Maitra for senior leadership position in Delhi

Ipsos, world’s third largest market research company has hiredSreyoshi Maitrain a senior leadership position,as part of its Delhi Cluster.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/garnier.jpg?itok=J2O4E9Ju
Garnier Color Naturals announces Taapsee Pannu, Angira Dhar, Neha Sharma as brand ambassadors

Actresses Taapsee Pannu, Angira Dhar, and Neha Sharma are the new brand ambassadors of Garnier Colour Naturals.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/21/tata.jpg?itok=U-5_2MJK
Tata Ace Gold celebrates the Spirit of Entrepreneurship; announces 'Ghar Lao Gold' contest

Encouraging self-employment and entrepreneurship in India, Tata Motors Ace Gold kicked started a two month long ‘Ghar Lao Gold’ contest. Five lucky winners will get a golden opportunity to meet superstar Akshay Kumar and take home a brand new Tata Ace Gold worth Rs. 3.78 Lakhs. Additionally, weekly...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories