General Online Marketing Library

The State of Digital Display II

October 2009

Kathryn Koegel with data collaboration from Compete, comScore Dynamic Logic, InsightExpress, Microsoft/Atlas, Nielsen Online, and the IAB

The State of Digital Display II is a follow up to a paper published in May 2009 that argued that digital display advertising was misunderstood by industry analysts and reporters who inaccurately predicted its imminent demise. Using available data on trends in spend by category and information on new measurement techniques, the paper provided insights into an ad format in transition.

This follow-up paper takes another look at spend, formats, effectiveness metrics and industry trends to help marketers, agency executives and publishers make the most efficient usage of what is now a well-established advertising form.

The author is an independent media researcher and consultant who has held prominent marketing positions in the three leading media (print, TV and online).

2009 Online Advertising Market Report
Q2 2009
Rubicon Project

Despite the less-than-optimistic predictions for growth in online advertising this year, the trends we’ve observed both in the news and in our own proprietary data reflect a healthy display ad market -- one that’s still thriving in part due to the scale, targeting and automation that only ad networks and exchanges can provide.

Planner's Digital Dilemma -Online Research from Microsoft Atlas Institute
July 2009
Microsoft

This Digital Marketing Insight will examine why marketers are not taking advantage
of the Internet’s mass appeal to build awareness for their products or services, and presents both near- and long-term solutions for the planner’s dilemma: bringing traditional media planning to digital media.

2008 Year-in-Review DoubleClick Benchmarks Report
June 2009
DoubleClick

"Marketers and agencies are often faced with questions such as "How do I objectively know if my display ad campaigns are doing well?" and "Are there credible industry benchmarks out there?" Similarly, publishers look for industry-standard performance metrics to demonstrate the value of their advertising programs to their partners.

In response to these challenges, DoubleClick is publishing the DoubleClick Benchmarks Report, a free report on industry benchmarks that helps marketers, agencies, and publishers evaluate the performance of online display advertising campaigns in the U.S., relative to industry norms."

Luxury Lovers and Online
May 14, 2009
Microsoft

A recent study conducted by London-based Essential Research explores the role of digital advertising in marketing luxury brands. Covering the US, UK, France and Japan, the study exposes a global appetite for luxury goods across Asia and Europe.

The State of Digital Display
May 12, 2009
Kathryn Koegel with data collaboration from comScore Dynamic Logic, Microsoft/Atlas, and Nielsen Online

A thorough overview of the state of online display advertising, covering spending, display formats, industry verticals, success metrics, and the state of creative.

Unlocking the B2B Web Analytics “Black Box”
Business.com
March 23, 2009

Based on a study of over 27,000 B2B web sites, this report demonstrates why 93% of these companies are at risk of “optimizing” their online marketing campaigns into worse, rather than better, performance. Learn about the B2B web analytics “black box”, why different web analytics programs offer very different views of online marketing ROI and how to track B2B online marketing conversions both accurately and effectively.

The Long Road to Conversion: The Digital Purchase FunnelFebruary 2009
Microsoft Advertising

"..Knowing when and where consumers are exposed to advertising is invaluable to any media plan attempting to leverage each consumer's place in the funnel."

Understanding the Digital Savvy ConsumerMay 13, 2008
Scarborough Research

"An analysis of the country's most high-tech consumers: where they live, who they are, what they buy and what they watch/listen to/read."

2008 Online Advertising Market ReportApril 2008
Rubicon

"Having optimized more than 10 billion ads across 650 website and 60 ad networks, we have visibility into the market from a central point of view. With this report, we share our analysis of the data. We believe that a more educated market is a stronger one."

Allstate and Search Display Content Ads
Microsoft
September 2008

The challenge was to determine what effect cross-channel branding would have. Allstate teamed with Microsoft Advertising to compare various combinations of search, display, and content ads to learn what would best drive brand metrics.

Microsoft Advertising also conducted 3 additional studies to understand the effects of running a search or display advertising campaign with other online channels. Read more of the Power of 3 case studies.

Beyond Search: Illuminating The Alltell Wireless Sales Funnel
Microsoft Advertiser & Publisher Solutions
2008

"New capabilities such as Engagement Mapping, empower marketers to automate and customize their real time reporting with little to no change to current media optimization processes. As a result, agencies and advertisers are able to quickly and effectively substantiate previously undervalued channels such as display and rich media as well as justify budgets for emerging channels such as web video and mobile."

Engagement Mapping
Microsoft Advertiser & Publisher Solutions
2008

"Engagement mapping counts every customer touch point (not just the last) and enables advertisers to be more effective, more creative and more relative with their digital marketing."

2008 B2B Search Marketing Strategy Guide: Advice From The Pros
Business.com
Based on survey responses from 144 search marketing agencies currently managing B2B client campaigns, this whitepaper offers key insights and tips to help B2B marketing professionals quickly deliver better search marketing ROI.

2008 Election Research
Burst Media
2008

Burst Media recently surveyed more than 11,000 internet users between July 14-24, 2008. Over 4,000 survey respondents said they would definitely vote in the 2008 presidential election. The findings in the report are based on the responses of definite voters only.

True.com Case Study
Epic Advertising
2008

"Epic worked with True.com to develop and implement a strategy that included continual traffic evaluation and development, data analysis, ppc marketing, media buying, and creative review."

If you are a member of the IAB and would like to submit research to our General Online Marketing Library please email Shira Orbach.