Yahoo7 launches new online ad formats

Yahoo7 has launched a new choice of online ad formats that tap into its messenger and mailbox services.

The new innovations, seen for the first time in the Australian market, will give advertisers the chance to insert ads within the messenger service which will project a five second ad over the top of messenger in a bid to prompt users to go to a larger panel ad.

Yahoo has also launched a mailbox takeover service which will run over the "email sent'' page pages within Yahoo's email service.

A small "email sent'' message will appear on the page, with the rest of the screen devoted to advertising.

Damon Scarr, commercial director at Yahoo7 said that the new formats were aimed at helping advertisers tap into consumer engagement with mail and messenger services.

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Online Marketing Without Advertising

Let's face it, most people don't like online ads, are not interested in ads and do not click on ads.

Need some proof?

• According to the Pew Project for American Journalism annual report for 2010, the vast majority of Internet users, 79%, say they never or rarely had clicked on an online advertisement. They don't mind them. They simply ignore them.

• Click-through rates on Facebook ads only averaged 0.05% (5 clicks per 10,000 ads) in 2010.

• According to Comscore and Starcom research, 8% of internet users account for 85% of all clicks on display ads. So, when marketers use ads they miss most of their potential customers.

Do you know why? The reason is simple: Readers come for editorial content, not for the ads. I want you to try thinking of yourself. When you go online, do you go for advertisements or for editorial content? Do you click on ads or on editorial links?

Then why online marketers continue to use ads as the main way to reach their target audience, and why publishers continue to use ads as the main way to monetize their content? It's because online marketers and publishers copied the way offline newspapers monetize content - ads.

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Online Advertisement Revenues Hit New Record, Up By 23 Percent

Online advertisement market in the US grew by 23 percent in the first quarter, raking in a whopping $7.3 billion. During last year’s first quarter, advertisers had spent $5.9 billion on online ads.

According to figures released by the Interactive Advertising Bureau and PricewaterhouseCoopers, this is the highest first quarter revenue level for the industry. However, it is not the best quarter performance ever, with the $7.45 billion Q4 2010 revenue beating it to the top spot.

The figures come as online advertising generated a record $26 billion in revenue in 2010, an increase of 19 percent from 2009.

The growing popularity of websites like Facebook, Twitter and Netflix has helped boost the digital marketing and advertising market.

“The consistent and considerable year-over-year growth we’re seeing demonstrates that digital media is an increasingly popular destination for ad dollars, and for good reason,” said Randall Rothenberg, President and CEO of the IAB.

“As Americans spend more time online for information and entertainment purposes, digital advertising and marketing has emerged as one of the most effective tools businesses have to attract and retain customers.” he added.

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Government Launches Review Of COI And Marketing & Advertising By Whitehall

The coalition government has published the terms of reference for the COI and direct communications review last week.
The review led by Matt Tee, the Permanent Secretary for Government Communications would examine how Government should undertake paid for advertising and marketing campaigns for maximum effectiveness and efficiencies for the taxpayer.
Francis Maude, the Cabinet Office Minister, who commissioned the review last year said: The Government needs to be far more innovative in thinking about how it can best deliver incredibly important public information messages. We need to incorporate the latest ideas from initiatives such as the Ad-Council in the US and the latest thinking from experts such as our Behavioural Insight “nudge” Team."
"If we get this right we can save the taxpayer money and increase the effectiveness of our campaigns, which is why I’m so pleased we have this team of experts on-hand to help advise us."
The review will draw evidence from:
* COI;
* Government departments;
* the advertising and marketing industry;
* commercial partners of Government such as supermarkets and financial service providers;
* media owners; and
* former heads of COI and the Government Communication profession.

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