Meeker's Ad Spend Trends; Engaging Metrics

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D11: Meeker’s Ad Spend Trends

Mary Meeker, formerly a Morgan Stanley analyst and now at VC firm Kleiner Perkins, released her latest “Internet Trends” snapshot of the online ecosystem at the All Things D D11 conference. Given time spent on the Internet, whether through mobile- or PC-based devices, Meeker sees a $20 billion ad spend growth opportunity ahead in the US alone. See the 117-slide report on Slideshare. Also at D11: Apple’s “sole motivation” for getting into mobile advertising? CEO Tim Cook says it was about developers, developers, developers. Watch the full interview here.

Engaging Metrics

Pounding out the engagement metrics drumbeat, Googler Becky Chappell reveals findings from her company’s display ad benchmarking tool in a DoubleClick Advertiser blog post. She says, “Since the summer of 2012: The frequency with which people interact with an ad when they see it on the page has grown ~60%; The time that people spend interacting with an ad has grown ~21%. People are spending on average 10 seconds of time interacting with an ad…” And more… Read it.

Facebook’s Brand Safety Woes

Some big advertisers have pulled ads from Facebook after they appeared next to offensive content on the site. Although Facebook is working to remove any of the reported pages, it’s not an issue that will go away anytime soon. “The backlash ‘feels like a watershed moment for Facebook,’ said Christian Purser, head of digital at ad agency M&C Saatchi. ‘They do have to take responsibility for content if they are to continue growing their advertising.’” Read more.

Funny Facebook

Facebook may attempt product placement on a VH1 show to promote the Facebook Home app, ValleyWag is reporting. An email and some drafts of the sketch were leaked to the publication from Viacom, but no official sources are given. Although paid product placements are nothing new in television, this would a first for Facebook. Read more.

Online Video’s Ascension

Cisco released a report showing that online video will be more popular than Facebook and Twitter in just four years. According its findings, the amount of online video users will double from one billion in 2012 to two billion in 2017, and online will account for 69% of consumer internet traffic. Gigaom reported on the study here. They fail to mention, however, how much online video traffic will actually be driven by Facebook and Twitter.

Retargeting Semantics

Advertising jargon is constantly evolving, but understanding key terms can help marketers make better decisions. Lionel White, VP of Technology Operations at Magnetic, gives an overview of exactly what retargeting means in a Search Engine Land column. He breaks it out into two parts: site retargeting (bottom of the funnel), and search and social retargeting (mid-to-top of the funnel). By recognizing which one a marketer is using, different data and metrics should be used. Read more.

Death Of The Banner, Part 4369

Startup TripleLift claims it seeks to create a viable alternative to the banner ad. Its “native ads” platform takes popular photos from social sites such as Pinterest and turns them into ads that work on both desktop and mobile. “We’re living in a world where cookies are probably not going to be around, and banners are being ignored,” said Ari Lewine, co-founder of TripleLift on Adweek. “Plus, we’re more mobile more than ever, and the Internet is increasingly visual.” Read more.

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