General Online Marketing Library

2009 Business Social Media Benchmarking Study November, 2009

General Summary Report Based on Insights into Business Social Media Usage Provided by Nearly 3,000 North American Business Professionals


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).


Nielsen'sThree Screen Report October, 2009

Nielsen’s fourth quarter Three Screen Report – a regular analysis from Nielsen’s Anytime Anywhere Media Measurement™ initiative, which analyzes video and related consumer behavior – reveals that Americans continue to view video at a record pace.


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

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

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, 2009

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, 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.


2009 Online Advertising Market Report April, 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.


Unlocking the B2B Web Analytics “Black Box” March, 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 Funnel February, 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.


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