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Consumer Confidence in Booming Asian Markets – Quarter 2, 2010

In Uncategorized on August 12, 2010 by mohitjain19 Tagged: ,

Consumer Confidence in Booming Asian Markets

Consumer Confidence in Booming Asian Markets Offset Escalating European Concerns in Quarter 2, 2010

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Changing the Way we Look at Mobile Advertising Revenue Potential

In online marketing, Uncategorized on May 4, 2010 by mohitjain19 Tagged:

As the advertising, Internet, and mobile worlds rapidly converge, we need to shift how we look at these various industries and the metrics we use to describe the potential business. What is essential is a different, unified mindset of how to evaluate the opportunity and to compare the various components of the customer value stream.

The giants of the computing and Internet world have provided the mobile advertising ecosphere the legitimacy it was looking for through the acquisitions of Admob by Google and Quattro Wireless by Apple, and the subsequent launch of iAd. Now, we need a better understanding of the revenue opportunities.

Pure valuations or even revenue figures provide only limited insights into the true performance of a company. In the mobile world, ARPU or average revenue per user, is a commonly used metric to compare the various revenue opportunities regardless of the size of the underlying carrier.

ARPU is calculated by dividing quarterly revenues by three to get monthly revenues and then dividing the monthly revenues by the number of subscribers or unique users.

Q1 2010 AT&T Mobility Verizon Wireless Google
Total Revenues $13.9b $13.4b $6.67b
Data Revenues / Google-owned sites Revenues $4.1b $4.5b $4.44b
Subscribers/Unique Users 86.9m 87.8m 156m
ARPU per month $15.73 $17.06 $9.40
Source: The Nielsen Company calculations based on company information

We used Google-owned site revenues because we can determine a unique user count, which we cannot do for the source of the vast majority of the remaining revenues from AdSense.

Now everyone agrees that mobile is at least as attractive as an advertising platform as the Internet. Your cell phone is always with you, is more personal than any other device, and has the ability to integrate location and immediacy. Furthermore, mobile advertising is becoming less hampered by the limitations of the device in terms of screen size and network speed and the difference between the Internet and mobile experience is becoming less and less. At the same time, we are at the very beginning of location-based advertising, couponing or even simple things like dropping a previously opted-in voicemail into our mailbox.

This brings us back to mobile advertising. If mobile is as good or better than the Internet as an advertising vehicle, it is also able to monetize it at least equally well. Google gets $9.40 per month per unique user in revenue from advertising to Internet users. They should be able to get at least the same per month for a mobile customer that uses the device longer, more often, more intensely, and more personally than the computer and the Internet. If we take $9.40 and multiply it by 280 million wireless subscribers in the U.S., the mobile advertising market potential is more than $2.5 billion per month or more than $30 billion per year. Think at least 30 billion reasons why Google wants to buy AdMob for $750 million, at least 30 billion reasons why Apple bought Quattro Wireless for $360 million, and at least 30 billion reasons why others will want to participate in this space – and this is just 30 billion reasons why to do it in the U.S., let’s not forget about Europe, Asia, Latin America, Africa, and Australia.

Articles

THAROOR & MODI OVERSHADOW CRICKETERS IN ONLINE BUZZ

In Uncategorized on April 27, 2010 by mohitjain19 Tagged: ,

Mumbai Indians overtake Kolkata Knight Riders as the most discussed team

Sachin Tendulkar is the most discussed player

The Indian Premier League is a format that changed the way cricket was viewed by many, so it does not come as a surprise when online social media goes buzzing about it. Now with the League coming to a close, it is interesting to see how the buzz has shifted amongst teams and players in the past one month. The analysis has been undertaken by The Nielsen Company using Nielsen Online BuzzMetrics, which measured online posts in Message boards, Blogs, Discussion groups and Micro blogs (Twitter) across all cricket following countries. In the last two weeks the focus of social media users has shifted from cricket, and they have discussed Shashi Tharoor and Lalit Modi even more than the two most discussed players online- Tendulkar and Dhoni. The sentiments were negative for both Tharoor and Modi initially. However, in the last couple of days brand Tharoor seems to have recovered marginally, while Modi continues to be perceived negatively in social media. At the beginning of the League, Kolkata Knight Riders were the most discussed team online, but as the season comes to a close Mumbai Indians have gone ahead of Kolkata Knight Riders in online buzz. Deccan Chargers is the third highest discussed team, followed by Rajasthan Royals and Royal Challengers Bangalore at fourth and fifth spot respectively. Amongst players Ricky Ponting who was the most discussed player online prior to the League has been replaced by Sachin Tendulkar in the current season. Sachin is followed by M S Dhoni, Yuvraj Singh, Shane Warne and Rahul Dravid. “Contrary to our hypothesis, it seems that on field performance does matter when it comes to online buzz volume. Discussions revolving around Mumbai Indians, Sachin, and Dhoni are a clear indication of the same. Having said that, the controversy between Tharoor & Modi is so dominant that even players like Sachin and Dhoni have been overshadowed by it despite their performance,” said Karthik Nagarajan, Associate Director – Nielsen Online, The Nielsen Company.

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The Value of Social Media Ad Impressions

In online marketing on April 21, 2010 by mohitjain19 Tagged: ,

We’ve heard from countless brand marketers about the need for guidance when it comes to measuring the value of social media advertising. It’s why we’ve made a major investment towards helping advertisers understand how to achieve their brand goals in a social context. Our joint report: Advertising Effectiveness: Understanding the Value of a Social Media Impression provides early insights from Nielsen’s BrandLift product which analyzed survey data from more than 800,000 Facebook users in response to more than 125 Facebook ad campaigns from 70 brand advertisers.

While the medium of social media advertising is still a wild frontier for some, the BrandLift framework solves a number of advertiser concerns by providing quantifiable data that can be mapped to trusted advertising effectiveness benchmarks already in place: Ad Recall, Brand Awareness, and Purchase Intent.

Suggesting You “Become A Fan” Of Social Engagement
Study after study
has shown that consumers trust their friends and peers more than anyone else when it comes to making a purchase decision. It’s critical that we understand advertising not just in terms of “paid” media, but also in terms of how “earned” media (advertising that is passed along or shared among to friends and beyond) and social advocacy contribute to campaigns. To that end, we took a closer look at 14 Facebook ad campaigns that incorporated the “Become A Fan” engagement unit and sliced the effectiveness results three different ways, by each of the types of ads available on Facebook: 1) Lift from a standard “Homepage Ad”; 2) Lift from an ad that featured social context or “Homepage ads with Social Context”; and 3) Lift from “Organic Ads,” newsfeed stories that are sent to friends of users who engage with advertising on a brand.

social-ads

For those Homepage ads at the top of the marketing funnel, awareness increased on average by 4% between exposed and control audiences. Purchase intent also increased on average by 2% following ad exposure on Facebook.

ads-vs-control

Comparing the responses of those users who had seen ads with social context against users who saw ads with no social context from the same campaign, we saw a measurable lift in lift.

ads-w-advocacy

While exposure to the homepage ad itself increased ad recall, those users exposed to both the “paid ad” and the organic impression remembered the ad at three times the rate of those just exposed to the paid homepage ad. We saw a similar effect for the other two metrics evaluated. Homepage ads increased awareness of the product or brand by 4% on average, but exposure to both homepage ads and organic ads increased awareness by a delta of 13% versus the control group. Exposure to organic impressions also impacted purchase intent as well, increasing the impact of the ad from 2% to 8%.

ad-vs-organic

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Inside Online Video Advertising

In online marketing on April 21, 2010 by mohitjain19 Tagged:

With most U.S. homes connected to broadband, the viewing of online video has never been easier.  Whether watching a short clip on YouTube or an entire TV program, almost three-quarters (72%) of Internet users view videos online — amounting to 144 million people.  To marketers, this presents a huge – and largely untapped – audience to reach.  And while online advertising fell overall in 2009, ad spend on online videos grew 41%.

In a recent presentation at the Advertising Research Foundation’s annual RE: Think conference, Dave Kaplan, Senior Vice President, Product Leadership at Nielsen IAG, and Beth Uyenco, Director of Global Research at Microsoft, discussed the ins and outs of online advertising and how to effectively reach video viewers.  Evaluating 238 brands encompassing 412 products in 951 ad executions in streaming full-episode TV programs, Nielsen IAG used the key brand impact metrics of ad recall, brand recall, message recall and likeability to determine the effectiveness of ads.  More than 14,000 surveys were conducted.

The patterns they uncovered were consistent:  video ads run during online full-episode TV programs yield deeper brand impact than corresponding on-air TV ads, with the difference most pronounced among younger viewers age 13-34.

online-ad-v-tv

What accounts for this variation in impact between online video and traditional TV? Data shows that web video viewers are more engaged and attentive to the programs they are watching, which is likely a function of the viewing environment and the oft-required active mouse-clicking to initiate nd continue content. Online video is also still a relative novelty compared to traditional forms of media.  Further, and most significantly, reduced ad clutter and the inability to easily skip ads are considerable recall-enhancing factors.

While creating a unique ad specifically for use in online video may be desirable, advertisers might want to consider that TV ads repurposed for online full episodes actually generated the top results. It may be that the TV executions possess higher production values, or that online full episode viewers still prefer the absorptive and passive nature of traditional-style TV spots.

“Advertisers might be able to save money by utilizing those ads already in the hopper. Even when controlling for exposure, we see that repurposed TV spots resonate quite well in the streaming full-episode environment,” said Kaplan.

In-Stream Ad Performance by Creative Type
Creative Type General Recall Brand Linkage Message Linkage Likeability Linkage
Repurposed TV Ads 66% 76% 80% 55%
Web Original Video Ads 58% 72% 72% 48%
Flash Animation/ Interactive 47% 78% 68% 46%
Source: The Nielsen Company

But the results of the study don’t point toward an “either or” approach to advertising dollar allocation, especially given that audience reach and CPMs can vary greatly between linear TV and online streaming TV.  Instead, the data suggests the benefits of utilizing both platforms in tandem to achieve advertising objectives.

“It appears that leveraging the large reach of TV in combination with the standalone impact and amplifying effect of online video makes for a successful marketing strategy,” said Kaplan.

Specifically, online video ads help to reinforce and strengthen the impact of a traditional TV campaign. Including online video advertising in the media mix and synchronizing with TV greatly improves all key brand metrics, especially message recall.

message-recall

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Need help to make your website search engine friedly & optimized for better rankings?

In online marketing on March 10, 2010 by mohitjain19 Tagged: , ,

Well you have come to the right place….

My name is Mohit Jain and I am an SEO Consultant and Internet Strategist from New Delhi in India and I can help you to significantly improve your web site’s visibility over the web and search engines giants such as Google, Yahoo, MSN etc

Are you thinking why do I need an SEO Consultant?

Let me tell you if you really need an SEO Consultant’s Help or Not? Just key in the two words of your main product / service into the http://www.google.com (for example, if you sells online greeting cards, then you must type online cards, e cards, e cards online, etc) . And check out the first 3 pages of Google, here if you can see your website in those three pages, then you just need to maintain those positions / rankings and if you can not find your site in first three pages, then it’s a very serious problem and you should hire an SEO Consultant immediately. He can only guide you thru the required course of action and what all should be done in order to gain the search engine rankings and what should be avoided.