Online advertising statistics: stats stats stats
Doing some research over the last week and have uncovered some interesting stats, that are easily woven into something resembling a narrative:
91% of advertisers haven’t figured out how to integrate social networking into their planning.
OnMedia NYC 2008 Survey (via Parmet)
(Not that surprising considering 100% of social networks haven’t worked out how to effectively integrate advertising into their business models.)
—-
Even so, the online advertising market will double from 2007’s size to reach $50bn by 2011.
Also in 2011: 25% of all media consumption will be online (is that all? Ed) and 15% of all advertising dollars will follow.
—-
Exactly where will those dollars go? Well, I can’t remember when I deliberately clicked on a banner/pop-up/pop-over ad but I have clicked on plenty of Google ads and, considering 21% of all Internet users have a search engine as their home page, I’d imagine this is where the dollars will flow.
Source: USC Annenberg School Centre for the Digital Future.
—-
Not really a stat, but I found it interesting that (FH client alert) Yahoo! has integrated del.icio.us results into its search results and added a human layer to their algorithmic search. PRs, SEOs and marketers alike should probably be advising clients to add the “add this” tool bar to key content areas on their sites to boost their search traffic…
February 2, 2008 at 8:24 am
91% of advertisers haven’t figured out what to do with social networking? Sounds like opportunity knocking for savvy/smart PR firms or lone practitioners looking to lock in a corner of the market needing some help and expertise! One group that seems to be making good use of the social networking platform are “moms” No kidding - that’s the basis for relationships between many women at this stage of their lives (and even post/pre mom years). The trust and conversation developed through chat on these social networking platforms is really key to the mom bloggers business plan.
February 26, 2008 at 11:43 am
I agree. Mom’s are a very powerful demographic that advertisers and marketing companies need to start listening to. If there is one thing you can believe is your Mom.
Also, my concern is truthfulness in the stats that are being accumulated and shoved down advertisers throats as fact. So what if a 16 year who fills in a profile saying he is 30 goes to a site where tires are sold to comment on a gaming video. Does that mean that viewer is intersted in buying tires? NO!. So what good is accumulating usage or traffic numbers when the people, if they are real people, are not interested in the flashing ads on that site.
Advertisers are pulling back from putting more money into advertising online until there are more sound ways of judging the value of advertising on a site other than how much traffic they get. There are way too many programs or unscrupulous individuals who, knowing they are going to make millions, will figure away to get their sites listed in the top search engine sites.
Until there are real live people like Mom’s who can tell validate to advertisers what sites are really ones advertises should use to market their products none of the top ten or fifty traffic lists are going to impress these very smart business people who have a lot of advertising money to spend.