General Online Marketing Library

Online Video & the Media Industry January, 2011

Brightcove and TubeMogul have teamed up to develop an online video index and quarterly research report, which will help identify key industry trends and answer questions about the state of the industry.


InsightExpress' Mobile InsightNorms January, 2011

Yearly comparisons show that mobile campaigns in the past year have done a great job of capturing consumers’ attention (Mobile Ad Awareness metric) and educating them (Message Association metric). For the most part, the other metrics have remained relatively stable over the past three years. This demonstrates that mobile is maintaining its effectiveness, even as it becomes more established.


DoubleClick January, 2011
Response Rates

Display advertising is going through the biggest and most important revolution in its history. DoubleClick shares benchmarks for measuring click through rates on display ads in this trend report. Please note the data is DoubleClick's internal data and not representative of the entire market.


Mobile Internet – Delivering on the Promise of Mobile Advertising January, 2011

Mobile Internet – Delivering on the Promise of Mobile Advertising represents the first in a series of white papers from Yahoo! that provides an overview of the mobile landscape, explores the potential of emerging applications and explains mobile capabilities to marketers looking to integrate mobile into their advertising campaigns. This paper discusses mobile and tablet usage, delivers insights about mobile advertising effectiveness, presents real world case studies and details current best practices in mobile advertising.


Moms in the multi-screen world December, 2010
comScore & ValueClick

Microsoft Advertising recently conducted a study on the media usage, attitudes and expectations of “Multi-screen Moms.” Some key findings: Moms are leaders in screen convergence, extending media activities across multiple screens, especially mobile media. Moms are more receptive to marketing messages on every screen compared to other audiences. Moms highly value consistent, connected cross-screen media experiences.


Retail shoppers: purchase paths and the media that influences them December, 2010
Microsoft Advertising

A just released Microsoft Advertising study—in partnership with Carat—looked at how shopper behavior has changed, specifically how shoppers approach purchase decisions and the media that influences these purchases.


Cross-Platform Optimization: Getting to a Smarter Mix November, 2010

In today’s media landscape, content is consumed across multiple media, often simultaneously. To most effectively reach your target audience, media buying and planning must evolve to keep up with these changing consumer dynamics. Recognizing the challenge that planners and brands face when optimizing media allocations across multiple platforms, Yahoo! and Nielsen partnered on a new methodology to identify a “Smarter Mix” of media spending across platforms.


Women and moms online: research on the new decision makers November, 2010
Microsoft Advertising

The results provide self-reported insights into a representative group of women on Microsoft Advertising properties. Microsoft Advertising created five consumer profiles that better explain the attitude and behavior unique to the Microsoft Advertising female audience.


When Money Moves to Digital, Where Should It Go? September, 2010
comScore & ValueClick

Online display advertising continues to increase as a percentage of the overall marketing mix, and according to PricewaterhouseCoopers’ (PwC) Special Report, Global Entertainment and Media Outlook, the Internet will be the second-largest advertising medium by 2014. As quickly as advertising dollars are moving online, so is the availability of new media-placement strategies.


Connectonomics July, 2010

Yahoo!’s Connectonomics study introduces a new way to think about marketing by exploring the universal needs of women, how different online channels deliver on those needs, and how marketers can message to women more effectively based on what we know about how each channel meets their specific needs.


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