Chris Anderson of TED Conferences aggregated advertising research from a number of authorities (e.g. Forrester, Nielsen, Yankee Group) and discovered the market value of one hour of attention is worth $1 in print, $0.25 on TV, and less than $0.10 on the Internet, suggesting that the industry has yet to figure out how to best capitalize on the nearly 2 billion people online (carrying over the interruptive ad model is not the way to).
To help figure it out, TED is inviting the business community to submit videos to the Ads Worth Spreading Challenge by February 7, 2011. Up to 10 winning ads/videos will premiere at TED2011 in Long Beach, CA, February 28-March 4, 2011, before 1,500+ thought leaders as well as subsequently appear on TED.com for free for one week in March. Winners will also appear on the YouTube homepage and as ads across YouTube content.
Appearing as post-roll after every TEDTalks videos for a week, the company claims, is about 2 million impressions (views). That’s a pretty sweet deal! Learn more on how to enter here.
Google asserts that 1 in 5 searches are location based.
This gave impetus for Google Places (formerly Local Business Center). Google Places expands on Place Pages, which allows a business to “claim” their own MerchantCircle-like listing that feeds Google Search and Google Map (e.g. California Pizza). In addition to such banal things as hours of operation and coupons, Google Places supports customized QR Codes (via Favorite Places) and — for just $25 per month — businesses in select cities can make their listings stand out with Google Tags.
Aside: For the uninitiated, Google automatically generates these pages regardless of whether or not you have a physical business address so it would be wise to claim your listing if for no other reason then to ensure the information is accurate. It is free for one location (city).
Yesterday, Twitter announced you can tag Tweets with specific places and create new Twitter Places. You can also click a Twitter Place within a Tweet to see recent Tweets from a particular location. A really cool feature here is you can publish check-ins from Foursquare and Gowalla directly to Twitter. This means that if you click on a Twitter Place you’ll see standard Tweets and check-ins from these location-based services. Twitter will be rolling out Twitter Places in 65 countries over the next few weeks so expect to see a “Add Your Location” link below a Tweet box near you.
As far as Twitter challenging Google? Not really. Incorporating hyperlocal features has been a big trend in social media and online marketing at large. Both Twitter Places and Google Places are powerful weapons for any marketer to have in their arsenal.
For those who missed the Web 2.0 Expo in San Francisco, here is a video of the Social Media Marketing panel discussion entitled Social Or Anti-Social? The Next Generation of Online Display Ads. The panelists included: Catherine Spurway (PointRoll), Chris Jaffe (Yahoo!), Adam Taisch (Sprout). Moderated by Richard Jalichandra (Technorati).
By now you have read all the Top 10 predictions for 2010 blog posts and chief among them is mobile marketing is going to be BIG! As some online advertising venues shrink, eMarketer predicts that mobile advertising to reach over $1 billion by 2012 across all principal formats (i.e. display, search, messaging).
I’m sure we will be blogging more about mobile advertising and other emerging channels like digital video throughout the year. Stay tuned.
Google has offered display ads for a while but it had yet to truly leverage its much-touted acquisition of DoubleClick some 18 months ago, that is, until today with the arrival of its automated Ad Exchange, combining the strengths of Google’s search-engine auction system (AdWords) with the display ad management of DoubleClick. You can read all about it in The New York Times.
It will be interesting to watch this as online display ads have yet to prove to be as popular as textual ads. According to the Interactive Advertising Bureau, online search advertising sales in the United States totaled $10.5 billion last year while display ads totaled $7.6 billion. The other side of this coin is that ad spend in general is being diverted to other forms of online marketing, namely Social Media, which is some cases yields higher returns with the benefit of having ongoing relationships with customers.