(* Source: eMarketer *) 

Google tosses its hat into the Web measurement ring.

Posted by brian tiong at 02:30 PM | Permalink | Comments (0)

(* Source: Dan Taylor *) 

Just caught up with the launch of Google Trends for Websites which extends the functionality of the original Google Trends (which charts the relative popularity of search terms) to offer site-specific traffic data. Whilst TechCrunch and ReadWriteWeb are both rather sniffy about it, citing its partial data-set and lack of coverage for smaller sites, for me it adds a couple of interesting new elements in the form of the 'Also visited' and 'Also searched for' rankings (data which I don't think either Compete or Alexa provide for free).

Thus, the trends page for bbc.co.uk indicates that visitors to the BBC site are also visiting other broadcasters (ITV and Channel 4), middle-class retail outlets (John Lewis and Marks & Spencer) and a range of other, primarily task-oriented, sites (weather, price comparison, concert tickets, motoring and government services/information). It also reveals how popular 'bbc iplayer' has become as a search term.

Google Trends for Websites: bbc.co.uk via kwout

Google Trends for Websites: channel4.com via kwout

Posted by brian tiong at 08:55 AM | Permalink | Comments (0)

(* Source: Erick Schonfeld *) 

The top 100 advertisers in the U.S., who represent 41 percent of total advertising spending, shifted about $1 billion last year from TV and newspapers to the Web. An analysis from Ad Age shows that overall media spending in “measured” categories (TV, print, radio, Web) by the top 100 advertisers was flat in 2007, with 0.3 percent growth to $61.3 billion. But spending on Web display ads rose 33 percent to $4.2 billion. The article notes:

Put another way, these top-tier marketers increased measured internet spending by $1 billion; slashed newspaper spending by $674 million; and cut TV budgets by $406 million.

This is yet one more piece of evidence that dollars are flowing from traditional media to the Web. The analysis is based on data from TNS Media Intelligence for 2007. TNS only measures display advertising, and not search.

The big question is whether the recession that has already hit some categories of advertising will hit the Web this year. Already, the growth of spending in display advertising slowed overall in the first quarter of 2008. And the Interactive Advertising Bureau showed a slight decline for all Web advertising (including search) to $5.8 billion in the first quarter, from $5.9 billion in the fourth quarter of last year.

Here is a table from Ad Age showing the breakdown in spending for the top 100 advertisers (the $44 billion in “unmeasured spending” includes things like direct marketing, in-store advertising, and other promotions, and is not included in the figures cited above):

Posted by brian tiong at 09:31 AM | Permalink | Comments (0)

(* Source: Erick Schonfeld *)

Erick says...

Is a picture worth a thousand clicks? You’ve heard of contextual ads triggered by keywords on a Web page. Now, get ready for contextual ads triggered by images on the page. Visual-shopping search engine Like.com is running ads on Facebook that appear to match objects in profile photos.

Notice the ad by Like.com in the lower left for aviator sunglasses in the screen shot shown here, sent to us by TechCrunch reader Luke Bearden? Yup, those look eerily similar to the aviator sunglasses Bearden is wearing in his Facebook photo. Well, at least we know that Like.com’s technology works. Or maybe it’s just a coincidence. (Can someone from Like/Riya let us know which one it is in comments?).

But if this indeed is Like’s image-matching engine at work, is it effective targeting? Bearden thought the ad was “creepy.” And, um, he obviously already owns a pair of aviator sunglasses.

He also obviously likes them enough to feature himself wearing a pair on his Facebook page. And maybe he lost those beloved glasses or they broke since the photo was taken. So I’d say the ad is both effective and creepy.

Would you click on it?

Posted by brian tiong at 09:25 AM | Permalink | Comments (0)

(* Source: eMarketer *) 

News Corp. will have a full plate of Internet issues to discuss when it releases its quarterly earnings statement today. Foremost will be its plans regarding Yahoo!, and how whatever deal it does or does not do with Yahoo! will impact MySpace and Fox Interactive Media (FIM).

The drumbeat of skepticism over social network advertising has gotten louder in recent months. Much of the focus has been on MySpace, the US leader with a 41.5% share of US visits to social networking and community sites in March, according to Hitwise.

FIM reorganized its ad sales group in early April, leading to the departure of sales chief Michael Barrett. At the same time, news leaked that FIM might come up $100 million short of achieving the $1-billion fiscal 2008 revenue target set by News Corp. chairman and CEO Rupert Murdoch last June. (News Corp.'s fiscal year ends June 30.)

Financial analysts and the media have assumed that blame for the shortfall lies with MySpace, FIM's flagship, but FIM manages 12 other Internet properties, including IGN, FoxSports.com, RottenTomatoes.com and AmericanIdol.com. AmericanIdol.com will no doubt show strong revenues since the hot TV show is currently on-air. The smaller properties may not have fared as well and could very well take some of the blame.

eMarketer estimated last December that US marketers would spend $850 million to advertise on MySpace in calendar year 2008. Facebook is projected to reach $305 million in US revenue this year.

Even if MySpace does come up short of revenue goals, that should not sound the death knell for social network marketing. The conversation between brands and consumers has only just begun, and the advertising experimentation will continue.

Posted by brian tiong at 05:14 PM | Permalink | Comments (0)

(* Source: Compete *)

The song remains the same at the top of the Video rankings in March: YouTube continues to outpace the market, growing 7.8% while the video viewing sessions across the web grew only 2.3%.

Meanwhile Veoh narrowly maintained its spot in the Top 10, with phenomenal 23.8% monthly growth, edging out CBS Interactive by a very thin margin. The CBS Interactive division includes Sportsline.com, which scored a 154% gain as the prime spot for watching live streaming March Madness games.

Meanwhile Joost, which is backed by CBS, presented the games as a live streaming “experiment.” While Joost works via client, the March Madness offering did not bring much in the way of new visitors to the site to download the player.

Advertisers placed $545 million on TV for the 2008 NCAA Tournament, according to TNS, but just a tiny fraction of that followed online. With 8.5 million consumers watching next-day tournament highlights and interacting with NCAA Basketball content on the web, there was a huge opportunity to reach March Madness fans and perhaps to do it with more efficient media buys.

We used Compete’s BehaviorMatch, which can be customized for any demographic or behavioral segment, to call out the top video sites for March Madness fans.

While Sportsline came out on top in terms of Composition, predictably, some unexpected sports video sites like Runners World and The Golf Channel also scored high. Meanwhile, the largest sites like YouTube and MySpace aggregated the most eyeballs but had the worst Composition scores.

Posted by brian tiong at 08:32 AM | Permalink | Comments (0)

(* Source: Michael Arrington *) 

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Morgan Stanley’s Internet Trends report from last month takes a big turn from previous reports - the focus is nearly 100% on social applications and how they are taking over the Internet (Yahoo apparently read it). Key takeaways:

• YouTube + Facebook page views > Google or Yahoo page views (and may be bigger than both combined)
• 6/10 top internet sites are social (youtube, live.com, facebook, hi5, wikipedia, orkut); none were on the list in 2005
• YouTube has 258 million users, 50% visit weekly or more
• >50% of Facebook users log in daily, 95% of Facebook users have used at least one third party application
• Skype revenue is $1.67/user/year, up 9% Y/Y
• 14 million photos uploaded daily on Facebook
• Google + Yahoo = 61% of U.S. Online Ad Revenue
• Google: $4.4b ad revenue in Q4, paid out $1.4 billion to partners
• Yahoo: $1.6 billion in ad revenue in Q4, paid out $429 million to partners

More here 

Posted by brian tiong at 10:04 AM | Permalink | Comments (0)

(* Source: Sam Flemming *) 

Sam says on his iMedia article...

As the global internet community is striving towards a more connected online landscape, China's new media is already showing signs of the 'future'.

In its recently published report "The Connected Agency", Forrester suggests that the agency of the future will be a "connected agency", which should have "a deep understanding of consumer communities, helping brands create and nurture connections, deliver targeted, on-demand messages, and network for talent and insights."

While the Forrester report does not cover China, the need for agencies to help brands connect is more urgent with an online consumer community landscape that is more active, more complex and overall more evolved than the West. The state of China's online landscape is indeed so. For the country, the internet has always been social, and internet communities have always existed in the mainstream. In short, in China, the 'future' is happening now.  

Unfortunately, in contrast to the greater presence and impact of online communities in China, it seems that agencies here are arguably less prepared and less knowledgeable than their Western counterparts. As a result, you often find agencies recommending copy & paste internet word-of-mouth (IWOM) strategies from the West that at best have little impact.

Before taking action, it's important for brands to have an understanding of the different types of communities. Let's take a quick review of the current Chinese internet word of mouth IWOM landscape to understand where brands have opportunities to connect with communities.
 
BBS as the core of the social Chinese internet
BBS, or topic-based online bulletin board systems, serve as the online nation's "water cooler" for every kind of situation and topic imaginable. While bulletin boards in the West have existed for years, in China, they have not only been in existence for sometime, they actually dominate with 35.5 percent of the 210 million Chinese netizens who use BBS on a regular basis. Most importantly for brands, there are active product communities for almost every category including automobile, mobile phone, parenting and cosmetics. Taking just automobile alone, we see over five million messages per month coming from communities built around specific car models that include detailed product feedback as well as queries related to customer service. In China, BBS communities are the first place to look for active, mainstream and influential consumer communities.

Blogs as diaries
Blogging is absolutely popular, with 23.5 percent of Chinese netizens using blogs regularly. However, blogs, for the most part, serve as personal diaries for individuals (not "power influencers").

Portals have blog "circles" around certain categories, but it would be a stretch to call these circles "communities." Microblogging (such as Twitter- type applications) is beginning to take off with sites like fanfou and jiwai, but has yet to hit critical mass. While there are notable exceptions for some categories, including technology, for the most part, blogs generally have incidental product mention with no real community.

QQ as an ecosystem
Over 80 percent of netizens use IM, with Qzone and QQ groups covering over 70 percent share. QQ is for all practical purposes a social nework service (SNS). Compared to Facebook, it has 50 percent more active social network users. Most importantly, QQ has proved itself to be a capable partner for brands, leveraging its platform for massive reach, even if not deep engagement. An obvious example of that is Coke's iCoke platform.
 
SNS has not achieved much traction -- yet
While SNS has yet to gain traction in China, Xiaonei is the SNS to watch as it burrows into the university mindscape to provide an alternative to local university BBS. Xiaonei will need to differentiate itself in order to stand out among booming QQ and BBS, and gain attention from those using the Chinese "social" internet.

Q&A communities serving info seekers
Baidu's "I Know" question and answer community, along with Sina's I-Ask, and Tianya's Wenda, has fuelled a segment that has not really taken off in the West. Brands like KFC are beginning to sponsor certain topics as a way to connect with targeted communities and it is worth exploring this hot area.

The many emerging others
Online communities that support product feedback and other consumer discussions already exist within BBS. We are now seeing new sites and applications which are trying to create better platforms for these communities. Dianping is a restaurant review site which will likely morph into a more successful Yelp. Douban is a music and book review community that fulfills the same need as Amazon reviews. Wodeyichu is a community site that leverages netizens' propensity to show off their new purchases with pictures; Meeli takes this a step further as a site where netizens list their purchases, with pictures and pricing. These platforms are emerging and are enjoying varying degrees of traction.

Of course, awareness of the communities is just the beginning. How to meaningfully connect with, support and participate is the next and most difficult step. Navigating partners and strategies within such a varied, vibrant and complex IWOM media landscape is arguably more difficult than in the West even as the opportunity is more compelling.

Take Ford Focus for example: every month, there are over 150,000 messages around the car on automobile BBS communities. How can Ford be a part of these communities? Is it welcome? How can they join the conversation? In which communities are they being discussed? Are there other communities beyond auto BBS communities that might be relevant? To be a truly connected agency in China will require a different mindset that includes actually listening to and understanding local Chinese communities, not just knowing about them and treating them like a new media.

Posted by brian tiong at 11:29 AM | Permalink | Comments (0)

(* Source: Larry Dignan *)

Larry says... 

Enterprise 2.0 will become a $4.6 billion industry by 2013 and social networking tools will garner the bulk of the money, according to a report by Forrester Research.

The report, released on Monday and penned by Forrester analyst G. Oliver Young, shows a few notable trends that are worth diving into. Sarah Perez at ReadWriteWeb first detailed the report. Here are the charts that jumped out for me.

That chart is basically the opposite of what I would have expected. Enterprise 2.0 (all resources) should appeal more to small to medium sized businesses as it may lower implementation costs and provide other productivity enhancements. Instead more than half of these smaller businesses aren’t even considering enterprise 2.0 apps while the giants are diving in head first.

Forrester defines Enterprise 2.0 as the corporate version of Web 2.0. Here’s the research firm’s definition:

In Forrester’s view, the key hallmark of Web 2.0 is efficiency for end users, and the ultimate goal is to use technology like Ajax, rich Internet applications, blogs, wikis, and social networks to foster productive, advantageous behavior among employees, customers, partners, and other networks such as Social Computing, the Information Workplace, and collective intelligence.

Meanwhile social networking will be the biggest priority followed by mashups by 2013.

The top spending categories aren’t all that surprising. For instance, social networking is a decent substitute for knowledge management applications, a category that companies haven’t quite cracked. In other words, social networking could yield ROI. Mashups could also deliver faster time to market and it doesn’t hurt that giants like IBM are pushing them.

Other key takeaways:

Web 2.0 tools and technologies focus on worker productivity and collaboration. Offerings like those from BEA Systems, IBM, and Microsoft and from pure-play vendors like Awareness, NewsGator Technologies, and Six Apart all factor into the enterprise Web 2.0 space.

Podcasting will the smallest enterprise 2.0 market with $273 million in projected spending by 2013.

Enterprise 2.0 apps will never see a blank IT slate: Legacy applications rule. Forrester writes:

Across the board, Web 2.0 tools enter a crowded space full of legacy software and processes that are difficult to displace and with which Web 2.0 software must integrate to be fully effective. Integration with lightweight applications like email and Excel, as well as heavier applications like Web content management suites, campaign management software, portal software, and customer relationship management (CRM) systems, must all be addressed over time.

Business units will drive enterprise 2.0 adoption. The IT department remains an obstacle due to slim budgets and the need to maintain legacy hardware and software infrastructure.

Enterprise 2.0 companies (right) will struggle to make deliver big profits. Why? Workers (and consumers) are used to free apps. “The starting point has been set at free, and buyers will always have the option to try to exploit a free consumer-class service to solve an enterprise problem if the entry price gets too high,” says Forrester. If that scenario plays out you really have to wonder how enterprise 2.0 will generate $4.3 billion in spending by 2013.

Posted by brian tiong at 10:25 AM | Permalink | Comments (0)

(* Source: Aki Spicer *)

Aki gives a a good perspective on this topic. Read on...

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Posted by brian tiong at 09:46 AM | Permalink | Comments (0)

(* Source: eMarketer *)
 

(* Source: eMarketer *) 

Are mobile marketers moving ahead or merely spinning their wheels?

Posted by brian tiong at 11:23 AM | Permalink | Comments (0)

(* Source: eMarketer *) 

Big spenders may be in the minority.

Posted by brian tiong at 11:19 AM | Permalink | Comments (0)

(* Source: Erik Schonfeld *)

An excellent overview on the web today.

Erik says...

Today more than ever, the Web is a global game. Below are charts from a new State of the Internet report from comScore that paints a picture of global competition on the Web.

In 1996, two thirds of all people online (66 percent) lived in the U.S. By last October, that had completely flipped, with 77 percent of the online population living in the rest of the world and only 23 percent in the U.S. The U.S. still has the largest total number of Web surfers (162 million a month), but China is catching up fast (with 96 million):

In China, homegrown sites such as TenCent, Baidu and Sina all reach more native Web surfers than Microsoft, Google, or Yahoo:

In fact, the leading Websites in many big markets such as Russia, Japan, and South Korea tend to be homegrown as well:

Social networks are the fastest-growing category of sites (nearly 60 percent annually), but they still lag in terms of penetration (less than 40 percent) behind photo sites, entertainment sites, search, and portals:

The fastest growing of all social networks, of course, has been Facebook, which jumped from the second pack to where it is now running neck-and-neck with MySpace:

Drilling down into search, Google still dominates with 62 percent share worldwide:

And it dominates search even more in other countries than it does in the U.S., where it only commands a 53 percent market share (compared to above 90 percent in parts of Europe and Latin America):

Looking at the efficiency of its search ads, Google puts up an ad against only about half of its searches, whereas Yahoo puts up an ad 75 percent of the time. Yet for those searches where an ad is shown, Google gets 0.24 paid click per search compared to 0.18 for Yahoo and 0.14 for Microsoft. (Search advertising on AOL and Ask are also powered by Google and they show the same or better clickthrough rates).

For display ads, Yahoo and MySpace control the most market share, with 19 and 15 percent each, respectively. (Microsoft comes in a distant third with 6.6 percent):

The report also gives an estimate of the unduplicated reach of Microsoft and Yahoo. A combined Microsoft-Yahoo would have 173 million unique visitors a month across the globe, a 10 percent share of all page views, 32 percent share of search, and 24 percent share of display ads:

Both Microsoft and Yahoo each have about 260 million Webmail users (with duplication), with Google’s Gmail bringing up third place with 87 million (no wonder Google execs keep bringing up market concentration concerns in relation to mail and instant messaging):

Posted by brian tiong at 09:35 PM | Permalink | Comments (0)

(* Source: Henry Blogget *)

Henry says...
 

For the past few quarters, we've analyzed the amazing rate at which advertising spending is moving online. Now we're able to look at full-year 2007.

Specifically, we analyzed the change in US advertising revenue at 17 major media companies from 2006 and 2007. The companies included Google (GOOG), Yahoo (YHOO), Time Warner (TWX), Disney (DIS), Viacom (VIAB), CBS (CBS), and Clear Channel (CCO). The companies span all the major advertising sectors: Online, TV, Print, Radio, and Outdoor.

Highlights:

• Total US ad revenue across all 17 companies grew 9% from 2006 to 2007, from $53 billion to $58 billion

• Online ad revenue grew 28%, from $14 billion to $18 billion.

• Offline grew only 3%, from $39.5 billion to 40.6 billion. This was helped significantly by the inclusion of affiliate fees and (and global revenue) at CBS, Viacom, and News Corp.

• Online ad revenue grew by $4 billion.

• Offline ad revenue--in all other media--grew by $1 billion.

So advertising revenue is flowing online at a frantic rate. That's the whole story? No. Let's look at how that online revenue breaks down.

• Online ad revenue grew 28%, or $4 billion.

• Online ad revenue at Google grew 44%, or $2.7 billion.

• Online ad revenue at Yahoo, Microsoft, and AOL grew only 15%, or $1.3 billion.

• Google captured 2X as much revenue as its closest three competitors combined.

It is true that perhaps a third of Google's growth came from AdSense revenue, which is placed on third-party sites--so other companies are benefiting from this growth. But the growth on Google's properties alone still vastly exceeded the growth on AOL, Yahoo, and Microsoft.

Another fun stat:

• The year-over-year growth of revenue on Google.com (US)--approximately $2 billion--was more than twice as much the growth of ad revenue in all of the offline media companies in this sample combined. This is such an amazing fact that it bears repeating: A single media property, Google.com (US), grew by $2 billion. All the offline media properties owned by the 13 offline media companies above, meanwhile--all of them--grew by about $1 billion.

For supporting details, please see our SAI Advertising Share Shift spreadsheet.  TechCrunch's Erick Schonfeld runs some cool graphics on the numbers.

Posted by brian tiong at 04:16 PM | Permalink | Comments (0)

(* Source: eMarketer *) 

Just what is "age-appropriate"?

Posted by brian tiong at 02:37 PM | Permalink | Comments (0)

(* Source: eMarketer *) 

Pow! Bam! Whap! Watch out! Here comes a hot new ad space!

Posted by brian tiong at 12:22 PM | Permalink | Comments (0)

(* Source: Mark Hefflinger *) 

Internet advertising revenues from 2007 are expected to come in at $21.1 billion, in a year that saw record revenue levels in all four quarters that propelled the market up 25% over 2006's record $16.9 billion, according to data from the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers. Still, the gain of $4.2 billion in revenue in 2007 was still less than the $4.3 billion in growth, and 35% revenue increase registered between 2005 and 2006.

The report estimates that fourth quarter 2007 Internet ad revenues reached a record $5.9 billion -- a 13% increase over the third quarter of 2007 and 24% increase over the fourth quarter of 2006.

"The continued record growth evidences the importance and uniqueness of interactive media to both consumers and the marketers that are trying to reach them," said David Silverman, a partner at PricewaterhouseCoopers.

Posted by brian tiong at 09:50 AM | Permalink | Comments (0)

(* Source: eMarketer *) 

Coming soon to a screen near you: Convergence.

Posted by brian tiong at 03:41 PM | Permalink | Comments (0)

(* Source: eMarketer *)

(* Source: Tangos *) 

Tangos reports... 

According to the latest report by China Internet Network Information Centre (CNNIC), at the end of June 2007, Chinese Internet users has reached 162 million, which means an increase of 25 million in last six months, the biggest half-yearly increase ever. But it may because CNNIC report change the definition of Internet users, in all previous reports, Internet user means Chinese citizen aged 6 and above who averagely use the Internet at least one hour per week. However, in its latest report, Internet users are Chinese citizens aged 6 and above who use the Internet in last half year.

The following are my quick thoughts on the latest report:

• Mobile Internet will become more and more important, over 44 million users use mobile handsets to access Internet, an increase of 27 million (159%) in last six months.
• Over half of all Internet users(51.2%) are under age 25. The Internet penetration rate for users aged between 18 to 24 is 43.4%. Internet has become their lifestyle, that’s also part of the reasons that QQ and 51.com are so popular in China.
• The percentage of Internet users with high school education or below increased from 48.2% in half year ago to 56.1%. The percentage of users with an income below 1000 yuan increased from 47.6% to 51.7%. You need to understand these group of young users to become leading player in China’s Internet market.
• Over 37% users, increased from 32.3%, access Internet in Internet cafe. It is said that 51.com is very popular among Internet Cafe users
• IM is more important in China than email for communication. More netizens use IM than email (69.8% vs. 55.4%), while over 90% Internet users use email in US. IM usage rate is even higher (74.6%) among users under age 25, while the email usage rate is only 46.6% among them.
• Online entertainment demand is the most important demand among Chinese yougsters(under age 25), with 91.4% of them used online music, 79.6%% used online movies, and 67.1% played online games.

Well, from this data, you may find the characteristics of Chinese Internet is quite different from those of US, you should study the report in detail to understand Chinese Internet users better. The full report in PDF file can be downloaded (English version report) here.

Posted by brian tiong at 02:25 PM | Permalink | Comments (0)

(* Source: eMarketer *) 

Posted by brian tiong at 02:08 PM | Permalink | Comments (0)

(* Source: eMarketer *) 

So far, widgets and applications are garnering far more attention than actual ad dollars. Although consumers are increasingly using them, eMarketer estimates that US companies will spend only $40 million in 2008 to create, promote and distribute widgets, up from $15 million in 2007.

The Web Widgets and Applications report tracks the trends that are driving this unique and intriguing, but not yet lucrative, area of Internet development.

Widgets are popping up everywhere online. Since Facebook opened up to third-party applications in May 2007, nearly 15,000 applications have been developed. Overall, some 100,000 developers are working on widgets and applications worldwide.

Widgets are new, hot and fun. But there are already raising concerns, including “application burnout,” measurement difficulties, distribution challenges and deceptive techniques used by some widget developers to increase their installation rate.

The widget and application business can really grow—it has some growing up to do.

More here 

Posted by brian tiong at 02:03 PM | Permalink | Comments (0)

(* Source: eMarketer *) 

Either way, marketers are getting prepared.

Posted by brian tiong at 12:13 PM | Permalink | Comments (0)

(* Source: eMarketer *) 

The unbiased opinion is trusted around the globe.