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04.27.09 Chairman Of comScore Discusses Online Advertising Effectiveness By David Berkowitz Gian Fulgoni, Chairman, comScore' - The right metrics are critical - It's not just about direct response - Need to measure offline as well as online behavior - Post-buy measurement of delivery of media plan "A lot of good changes occur in the toughest times because it causes you to question what you're doing." Online advertising: $20+ billion in the US - $23.4B in 2008, 8%. 20% to direct mail, 12% newspapers, 23% TV (distribution, cable, broadcast combined), 6% radio, 5% Yellow Pages. Total: $296.8 billion. "If anyone thinks the Internet is going to replace TV... In 08 the total amount of time spent watching television in the US grew by 4%. That growth alone was greater than the total amount of time spent watching online video." Ektron CMS400.NET Introduces PageBuilder: Instant Demo In Q4: search was 47% of online ad spending. Display ads totaled 33% including banner (21%), rich media (7%), video (3%), sponsorships (1%). Q1 08 display grew 27%, Q4 display SHRANK 4.3%. Banners, Video went up, rich media, sponsorships down in that 4.3% drop. "Advertisers are shifting from the more expensive display formats to the less expensive display formats." Cookie Deletion Measured Yahoo and DoubleClick cookies - 30% of Internet users delete their cookies in a month – corroborated by Belden, Jupiter, Nielsen - These deleters do so an average of 4 times a month – user can be counted as 5 unique visitors - Rate of people deleting hasn't grown, but people who do delete do so more often Massive decline in display ad click-through rates Continue reading this article. About the Author: David Berkowitz is Director of Strategic Planning for 360i and oversees the Search Informed Marketing firm's Emerging Media Practice. Every Tuesday, he pens the Search Insider column for MediaPost, with over 100 articles published to date. He often speaks at events covering marketing, media, and technology; his previous engagements include Ad:Tech, Consumer Electronics Show - Digital Hollywood, MediaPost's Search Insider Summit, and many others. He has also blogged extensively with MarketersStudio.com, MarketingVox, nowEurope, AdTechBlog, and others.

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