Abbreviated Marketing News Round-up
May 7th, 2009 | Published in Marketing News Round-up
More Cellphone Users Drop Landlines Entirely
In the freshest evidence of the growing appeal of cellphones, 20% of households had only cells during the last half of 2008, according to a Centers for Disease Control and Prevention survey released Wednesday. That was an increase of nearly three percentage points over the first half of the year, the largest six-month increase since the government started gathering such data in 2003. The 20% of homes with only cellphones compared with 17% with landlines but no cells.
Top 100 Social Brands: iPhone Ranks #1
The iPhone reigns as the #1 most social brand, outscoring its innovator and parent, Apple, which ranks at #3, according to social media marketer Vitrue, which has compiled its first-ever ranking of the top 100 social brands of 2008. Overall, Apple dominates the list by also securing its iPod at #7 and the Mac legacy brand at #16.
Average Hour-Long Show Is 36% Commercials
An average hour of monitored prime time US network programming in Q408 contained seven minutes, 59 seconds (7:59) of in-show brand appearances and 13:52 of network commercial messages, for a combined total of 21:51 of marketing content, according to TNS Media Intelligence. These commercial messages account for 36% of an average prime-time hour.
VideoEgg Ties Ad Placement To Attention Metrics
In its latest effort to enhance display ad performance, ad network VideoEgg has adopted a new system for optimizing ad placement based mainly on how often and for how long people interact with ads.
The new method, called AttentionRank, builds on VideoEgg’s AdFrames platform, which charges advertisers only if a user rolls over one of its rich media units and watches it for a brief time. The typical cost-per-engagement (CPE) is 50 cents.
What makes AttentionRank different from other ad networks’ approaches to deciding when and where to run display ads, according to VideoEgg, is that it keys on engagement and time spent rather than on clicks. (Secondary factors such as click-through rates also figure into optimization, however.)
