Online Advertising

What is the most exciting new ad format? According to Patrick Hourihan, Trade Research, it’s short form content -- online video clips under five minutes -- and it’s currently being consumed by more than 25 million users every month. This is the focus of latest primary research project, which dishes up some weighty insights into how consumers are watching video content on the Web and how marketers can get a handle on this fast-moving area. The role of the  Trade Research team is to carry out research that has real business impact and champions consumer voice in the U.K. And, as Patrick points out, they’re up for two awards at the Market Research Society Awards next month so they must be getting it right. The Blog caught up with Patrick ahead of his session for Internet Week Europe: “ Are You Shortcasting?”, on Thursday, November 10. Blog: What are the key trends that you and your team are seeing in the market that advertisers need to know about? Patrick ...

Every dollar of e-commerce revenue from paid search correlates to another $6 of in-store revenue Paid search ads have long been a workhorse for companies that want to target prospective customers with relevant marketing messages to increase their online sales. But does a search marketing campaign also drive offline sales? A new study says that the answer is a resounding “Yes.” RevTrax, a firm that helps multi-channel merchants track the effectiveness of digital media on offline transactions, conducted an intensive study into the effect of online ads on offline sales. Conducted between August 2009 and August 2011, the RevTrax study, used the following process to take an accurate pulse of consumer behavior: A paid search advertisement was displayed to a consumer. The paid search ad led the consumer to a printable or mobile landing page displaying a coupon with a unique barcode. The consumer redeemed the coupon inside a brick-and-mortar store. Then, by tracking e...