Advertising Trends – Moving From Off-Line Newspapers to the Web

For years now those in the know have been turning away from print publishing and looking to the internet for their advertising campaigns, and meanwhile many webmasters have realized the value of this burgeoning market and been publishing adverts on their websites thereby allowing them greater control and lower overheads. It’s only recently however that the rest of the world has caught up and the realm of digital advertising has actually overtaken print media with reports for 2009 showing that ad budgets were actually higher for forms of online advertising than they were for adverts appearing in print media.

In general ad budgets throughout 2009 were smaller than in previous years, which was largely an effect of the recession and which might have contributed in some way to these statistics. However this still reflects a growing trend where more and more advertisers have been heading online for their campaigns, customers and clients due to the incredible audience this allows them to reach as well as the real time metadata regarding the adverts themselves.

Of course the king of online advertising remains Google with even politicians using Google Adwords to target their campaigns towards specific searches (particularly searches for the opposition’s parties interestingly).

However the constantly developing and changing nature of the web is also offering up many other opportunities for big publishers. Many for example use banner advertising on big sites such as YouTube and Myspace, while other social media sites have opened up other avenues. For example 2009 saw the birth of advertising on Twitter through ‘sponsored’ tweets. Smart phones such as the iPhone meanwhile allow for digital advertising through applications. Predictions state that these new opportunities will lead to the dwindling of ad networks (such as Google) who are expected to have to up their game this year to stay on top.

Either way though with the continued growth of the internet and the ominous mutterings of foreboding surrounding the print publishing industry, this digital advertising looks set to continue growing as it takes on new forms over the next year.

One item worth noting is the forthcoming release of Apple’s new iPad which promises to make eBooks accessible and practical. Already print publishers are looking for ways to deliver their products digitally so that magazines can be read in a truly interactive fashion. It may be the case that over the coming years print media becomes almost obsolete.

The sooner advertisers jump ship the better it will be for their businesses. Meanwhile the web publishers need to be waiting for them and developing new ways to offer them truly interactive and eye catching digital adverts.

Internationalized Domain Names: Forecasts and Trends

As you should know by now, an internationalized domain name (also known as an IDN or a international domain name) is a domain name that includes or is made up entirely of local language characters. For example then this domain name might include characters not in ASCII script such as Chinese or Arabic symbols. IDNs then provide a truly international internet where publishers can reach countries using symbols other than Latin in their own language allowing those with IDNs to reach large new audiences in China and the Middle East.

As IDNs haven’t been around for as long as ASCII-based domains , this means there are many more of them still available for domainers looking for catchy domains. It also drastically increases the combinations of domain names available. As countries and territories have to apply for IDNs this also means that there are many top level domains that have yet to allow IDNs which will be great potential future markets for domainers.

Recent IDN sales include Thai ‘เกมส์.net’ (games) which sold for $3,765 on 04/03/2010, ‘Schwerhörigkeit.ch’ (deafness) in German for $10,125 and the Chinese ‘手机铃声.com’ meaning ‘Ringtones’ which sold for $2,803. As you can see then, IDNs are a highly lucrative market in 2010.

So what trends are emerging in this are and which IDNs should you look out for? In general trends are moving towards Chinese IDNs as the Mandarin ‘Chinese language’ is currently responsible for around 30% of all online content – a trend that looks set to continue to grow as China increases in prominence on the world stage. In 2009 China’s .cn was the most popular of all country code TLDs, demonstrating what an important market this is (this was followed by the German .de).

Looking ahead, African domains are also a key area of interest for the coming years. With over 2,000 indigenous languages, many of which with over a million speakers, this is a vast potential market. Meanwhile the attempts of Virgin and The One Laptop Per Child Scheme charity aiming to get these countries online mean that very soon the internet could see a similar influx of African speaking viewers. While some of these use the Roman alphabet others use Amharic, Tigrinya – Ethiopic and other scripts. Effort is being made to bring IDNs to these TLDs by the Africa Top Level Domains association among others (interestingly it was an African, Prof Subbiah, who originally coined the term ‘IDN’). Until then TLDs supporting Portuguese and French characters (which many African countries use) might be a good way to prepare for the influx.

In the coming years more and more countries will be registering and applying for new ccTLDs to support IDNs. Recently for example Bulgaria has registered the cryliic domain ‘.бг’ (BG). As this continues the demographic of the internet will become more and more international, and domainers and webmasters alike will need to be ready if they’re to make the most of that.

Facebook Is Still In The Thoughts of Marketers

It’s always great when the mainstream media realizes (again) that something is big—like social media marketing or Facebook. The Wall Street Journal posted an article Friday on the popularity of social media marketing on Facebook. Okay, so really they were reporting about the Social Data Summit in New York Thursday.

At the summit, Facebook’s social graph was the brass ring—everybody wanted a way to tap into the friend data and relationships in Facebook, but most users aren’t happy with sharing that information. Beacon, Facebook’s efforts to leverage friendship data and connections for people (and selected advertisers), will officially come to an end once a court approves a class-action settlement.

Continue to read on WebProNews – Marketing

Mobile Advertising Guidelines Get an Update

The Mobile Marketing Association (MMA) has released a new version of its Global Mobile Advertising Guidelines, which serve as a source of global formats, guidelines, and best practices for the implementation of mobile advertising campaigns.

“The updated guidelines reinforce the MMA’s longstanding pledge to provide its members and the wider industry with reliable standards and increased awareness of mobile advertising globally. MMA’s Global Mobile Advertising Guidelines will serve to simplify the deployment of mobile advertising campaigns whilst increasing their effectiveness,” said Mike Wehrs, MMA President and CEO.

Continue to read on WebProNews – Marketing

Android Demands as Much Marketing Attention as iPhone

At Search Marketing Expo East in New York, where WebProNews is on location, Michael Martin of Internet Marketing Inc. delivered a presentation about the growing Android market. He spoke about how Android is becoming an increasingly important mobile platform for marketers to keep in mind. In other words, it’s not just about the iPhone.

Android is open and freely distributed, and it can be programmed in Java as well as C/C++ components. It can be coded on Windows, Mac, and Linux, and can run multiple apps and have onscreen widgets. It can run Flash videos on updated versions, and it has forthcoming text to speech recognition with translations.

Continue to read on WebProNews – Marketing

MySpace Gives Users Offline Marketing Opportunity

MySpace and Titan have partnered to launch a three-week joint promotion to bring MySpace users’ messages to over 300 digital screens in New York, Chicago, Philadelphia, Dublin, London, Liverpool, Manchester, Edinburgh, Glasgow, Leeds, and Birmingham. Titan is the largest transit advertising sales company in the US, and provides advertising on bus, rail, bulletins, telephone kiosks, and street banners.

The promotion is called “Step Up to the Mic,” and is designed to let MySpace users in the United States, the United Kingdom, and Ireland, share their thoughts with the public in these cities. The two companies are also encouraging celebrities and music artists to take part to promote their “passion projects” and communicate with fans.

Continue to read on WebProNews – Marketing

Search Engine Marketing Spend Stabilizing

The Search Engine Marketing (SEM) industry continues to stabilize in the third quarter of 2009 and included some positive sings for the fourth quarter, according to a new report from Efficient Frontier.

“The third quarter results and a look beyond provide some encouraging signs for the Search Marketing industry as well as the overall economy,” said David Karnstedt, President and CEO, Efficient Frontier.

“While certain sectors, such as travel, have continued to lag, other categories such as retail have picked up as we head into the fourth quarter, which is a critical time for online marketers.”

Continue to read on WebProNews – Marketing

Study: More Companies Ditching Old Media Habits for New

A new study from King Fish Media, HubSpot, Junta42, and UpShot found that where traditional advertising was once a “foregone conclusion” and a focal point of all marketing efforts, companies are now “revising old formulas” and creating new ones. They find that companies are abandoning other’s media platforms in favor of creating their own original channels and content.

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Google and Heineken Study Search for Branding

This week Google released some findings from a test Google Netherlands conducted with Metrixlab, Heineken, and Heineken’s agency Twist. They set out to find what effects paid search ads had on branding, and were quite pleased with the results.

The idea was to compare the effectiveness of search against other media as well as look at the interaction of search with those other media. They measured the impact of Heineken’s “Jouw Heineken” campaign, which led consumers to jouwheineken.nl, where they could design custom beer bottles for purchase. In addition to search, they used TV, online display ads, and YouTube.

Continue to read on WebProNews – Marketing

IAB Releases New Guidelines for Email Monetization

The Interactive Advertising Bureau (IAB) has released a list of “best practices” for marketers and publishers who want to monetize their email efforts. The best practices come in a document appropriately titled “Email Monetization Strategies.”

The IAB considers this part of its ongoing efforts to establish a “solid foundation” of guidance and tools for the email marketplace. It provides publishers, agencies and marketers with recommendations and best practices for the successful execution of email marketing campaigns.

Continue to read on WebProNews – Marketing

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