Ad
Network Adoption up 24%
Are you using an ad network to
build your brand? Are the
networks you are using able to
offer the three most important
qualities of targeting,
transparency and quality?
Ad network usage is clearly on
the rise, but the type of
network that will help build
your brand is crucial.
Read more.
The Power
of the Tube & Digital Buys
Once thought to be the
communication device of the
future, is TV able to deliver
the message? Are the old school
measurements measuring up to
today’s demands? Will TV be
enough to carry your voice to
the consumer?
Read here for more on
changes in the way TV is viewed
by media executives (pun
intended.)
The
Ad Network is Dead, Long Live
the Ad Network
You’ve heard it before
(certainly not here though), the
ad network is a dying model, the
networks are operating in a
shady environment and cannot be
trusted, there is no future in
ad networks, warn your friends
who work at networks that their
jobs are in danger.
Well , we’re not going to tell
you which networks are the good
guys (um… that would be us) or
who are the bad guys (you can
try them out for yourselves).
We’ll just let you know that one
thing is certain, if you read
the entire article (yes it’s
long), you’ll see that the
experts agree that the vertical
networks are the ones delivering
value and quality environments
to their clients.
Read more here.
Modest Increase in Home
Improvement Product Sales Still
Foreseen in 2010
In the IHS Global Insight/HIRI
Home Improvement Products Market
Forecast Update, February 2010,
it was announced that the
forecast for 2010 showed little
change from our report 6 months
earlier in August 2009. While it
is still believed that total
2009 sales declined by 8.3% from
the previous year, the increase
that is now foreseen for 2010 is
+1.7% vs. the +1.2% increase
forecasted earlier, bringing the
2010 total market size up to
$271.8 billion. For the period
2011-2014, the expected average
annual growth rate is at a more
optimistic level of 5.5% when
the total market is expected to
then reach a level of $336.6
billion by the year 2014.
Read more here.
Where is the Home & Garden
online audience?
New data from comScore shows
that Haven Home Media has 9.8MM
unique visitors in February
2010. This is more than 30% the
delivery offered by Better Homes
and Gardens (5.8MM) and more
than double as much as HGTV
(4.3M). The home category is
stronger than ever and the data
shows you right where the
audience is hanging out. Right
here at Haven Home.
View the chart here.
Natural
Born Clickers.
No, not the movie with Woody
Harrelson and Juliette Lewis,
we’re talking clickers online
and why you shouldn’t care about
them. Seriously, just stop it
already.
Did you know only 8% of the
internet population account for
85% of the total clicks? Who are
these people, why do they do
that, and more importantly, why
can’t we find a better metric
for success than a click?
Seriously people. Find out more
about weird people who click
(and the report from comScore
and Starcom).
“The act of clicking on a
display ad is experiencing rapid
attrition in the current digital
marketplace,” said Linda
Anderson, comScore VP of
marketing solutions and author
of the study. “Today, marketers
who attempt to optimize their
advertising campaigns solely
around the click are assigning
no value to the 84 percent of
Internet users who don’t click
on an ad. That’s precisely the
wrong thing to do, because other
comScore research has shown that
non-clicked ads can also have a
significant impact. As a result,
savvy marketers are moving to an
evaluation of the impact that
all ad impressions – whether
clicked or not – have on
consumer behavior, mirroring the
manner in which traditional
advertising has been measured
for decades using reach and
frequency metrics.”
Read More.
Follow The Audience! 2009 Brings
Major Changes To Online Media
Audiences in the Home Category.
Multiple new media
properties have cracked the Top
10 in the comScore Home category
largest online audiences. If
you’re still sending RFPs to the
same media partners and planning
media the same way you were last
year, ummm, well, stop it and
check this out.
Finding Untapped New Audiences
of Homeowners Online.
So how does one find the largest
audience In the Home Category
and what sites those visitors
also go to?
Here is some information to
start with.
Do you sell products at home
improvement retail locations?
Which sites do people visit
before they get in the car and
drive to Home Depot, Lowes,
Sears, etc?
Let us help you connect with
the largest audiences who shop
at those locations.
Ad
Network Haven Home Media
Unearths the Home & Garden
Market
ADOTAS —
Haven Home Media
was
founded in 2008 by Dan Meehan,
who is also the president and
CEO of the company. It’s
centered in what Meehan believes
is an untapped vertical, the
home & garden category. I asked
Meehan about the company, which
was privately financed but is
discussing a Series A round with
potential investors now:
"What’s your target audience?"
Audience is homeowners who are
specifically interested
in/researching home improvement,
DIY, home design projects for
their homes online. We’re the
largest audience in comsCore
expanded Home category.
Read more.
BREAKING
NEWS: New Leader at Top of
comScore expanded Home Category
Relying on trusted and proven
digital marketing intelligence
to make decisions is key-
especially when planning media
campaigns. This is why we’re
excited to keep you updated on
the most recent comScore data
ranking Haven Home Media atop
the Home category in the June
2009 Media Metrix expanded
category report.
Read more.
Vertical Network Update
If you thought vertical ad networks were a fad fated to founder next to their more general counterparts, a new comScore research report will have you tipping your hat to these industry newcomers. According to a study of vertical networks -- in essence subject-specific ad resellers -- their collective reach has increased over the past year from 21.5 percent to over 57 percent. Whereas in March 2008, vertical networks reached 40.3 million unique visitors in the U.S., that number ballooned to 109.8 million in March 2009.
Read more.
The Vertical Media 1, 2, 3
Most if not all internet media professionals would agree we're living in a fragmented online landscape. From a media and marketing perspective, it becomes more difficult to reach audiences through the same tried and true methods. Your target is a moving one, and now more than ever the relevancy of the content in which your marketing message will be seen really matters.
Buying vertical online media works, since you figure to reach smaller niche audiences of users who are passionate about a certain topic. This is the foundation of vertical ad networks, Google's content network and endemic publishers. They help marketers reach targeted consumers who are more likely to buy their products because of the content they deliver and the way in which they deliver it.
Read more.
Lowe’s says People Love Their DIY Moments
Lowe's says U.S. consumers are wielding hammers and pruning saws with a vengeance -- and that the new do-it-yourself derring-do is not all about the recession. The Mooresville, N.C.-based home improvement retailer says 84% of homeowners are planning a lawn or garden project in the next 12 months, 82% plan to do interior painting, 65% will paint exteriors, 56% are putting in new flooring and 55% are either remodeling or adding a bathroom.
Read more.
Consumers Still Spending to Protect the Investments in their Homes
Last year, we talked with thousands of homeowners about a wide range of topics including food and eating at home vs. away from home, shoes and clothing, and home improvement and home maintenance. Our research through Q4 highlighted showed that: DIY is booming, pretense and conspicuous consumption are out, coupons are back, and at least in some categories, people believe they’re spending smarter, not spending less.
Read more.
Consumers Seeking Self-Reliance in their Homes
It looks like America's growing willingness to roll up its sleeves and get its hands dirty is due to more than the recession, as marketers like the Clorox Co., Church & Dwight, and SC Johnson continue to roll out products that appeal to the moment's perfect trifecta of values: Cleanliness, thriftiness, and transparency.
Read more.
Sales Down? Not in the Gardening Aisle.
Read more.
Gimme Shelter: Design Media Will Never Be Homeless
While its future may seem a bit shaky now, shelter media will survive -- and will eventually morph into some new formats, according to an industry panel hosted by editors and execs from TV, print and online. "The Future of Shelter Media" panel, sponsored by House Beautiful and Apartment Therapy, noted several reasons why home design media will weather the economic downturn. "People perceive shelter magazines as books, they keep them on the coffee table," said House Beautiful Editor in Chief Stephen Drucker.
Read more.
Leading Construction & Remodeling Media Company Partners with Haven Home Media
With a unique mix of websites designed specifically for professional contractors as well as sites that bring contractors and homeowners together, The Building Network LLC boasts a fast-growing community of more than 90,000 registered members and 650,000 monthly unique visitors.
Read more.
Ex-Hanley Wood Employee Launches Online Shelter Network
Daniel Meehan, a former Hanley Wood and Penton Media staffer, has launched Haven Home Media, an Internet media play looking to deliver new marketing opportunities to national brand advertisers in the shelter category.
“The opportunity was crystallized for me when looking at online audience research,” Haven Home Media’s president and CEO Daniel Meehan told FOLIO: recently. The top 10 home and garden Internet sites by size reach less than 40 percent of the overall online audience, he said, with 60 percent of the audience served by more than 250 independent Web sites. “It’s really a simple case of media fragmentation.”
Read more.
6 Keys To
Vertical Ad Networks
As advertisers look for more
ways to yield better efficiency,
going narrower but still with
some scale means looking
seriously at vertical ad
networks. Vertical ad networks
are all the rage. If they aren't
the toast of the town these
days, they certainly are the
talk of it. However, vertical ad
networks are nothing new. They
are online advertising networks
that have a particular focus.
They aggregate a collection of
sites together that have an
affinity with one another and
bring those "passion places"
together in a way that provides
advertisers meaningful scale
without the uncertainty of a
vast collection of unknown and
dissimilar sites.
Read more.
comScore
Study Highlights Rapid Emergence
of Vertical Ad Networks for
Reaching Engaged, Targeted
Audiences
People reached by vertical ad
networks exhibit substantially
higher engagement with site
content than average visitors.
“comScore research indicates
that vertical ad networks are a
growing phenomenon in the online
advertising space, in part
because of their ability to
deliver engaged, targeted
audiences,” said Lesle Litton,
VP, Media at comScore. “As more
vertical ad networks prove their
ability to effectively reach
specific target audiences by
aggregating mid-tail publisher
sites, the industry will likely
give greater consideration to
these emerging ad delivery
channels.”
Read more.
Spring
Brings More Shoppers Into
Do-It-Yourself Chain Stores but
Outlook Is Modest for Big-Ticket
Sales
It's the equivalent of
Christmastime for
home-improvement retailers as
the spring yard and fix-up
season kicks into full gear, but
shoppers seem to be more focused
on stocking-stuffer-like
purchases than one-time
splurges. By all accounts,
customer traffic at
Home Depot Inc.,
Lowe's Cos. and other
hardware or lawn and garden
retail stores is picking up from
the seasonally slow fourth
quarter. And many surveys
indicate a high level of
interest in home-related
projects. Lowe's, for example,
recently found eight out of 10
homeowners it surveyed are
planning a do-it-yourself lawn
or garden project or interior
painting over the next 12
months.
Read more.
Who Remodels?
What is
the Remodeling Market Forecast?
How
about the Most Popular
Remodeling Jobs?
NAHB research has found that
91% of remodelers report
Baby Boomers (aged 41-64) as
clients, compared to
26% for Gen X (aged
30-40). NAHB estimates
remodeling expenditures will
exceed
$240 billion dollars in
2011 and reach $322 billion in
2016.
Read more from NAHB Remodelers
research surveys.
Download the
NAHB research (PDF)
Let’s Go Beyond Clicks.
What
Does Online Brand Advertising
REALLY Result In?
Cumulative impressions of a
brand build up over time online,
and the last click should not be
the Holy Grail for brand
measurement, according to a new
study conducted by comScore,
"The Silent Click: Building
Brands Online," Among the
key findings:
-
One in five conduct related
searches and one in three
visit the brands' sites
-
Users spent over 50% more
time than the average
visitor to these sites and
consumed more pages
-
Users spent about 10% more
money online overall, and
significantly more on
product categories related
to the advertised brands
-
Higher-income audiences
visited the advertisers’
sites
Display complements and aids
search, and affects online and
offline purchases. To achieve
online branding success,
marketers must not ignore the
creative -- remember that the
size of a display ad matters,
and to focus on targeting and
relevance.
Read more.
Let’s Get Vertical!
Connecting Advertisers to
“Passion Places” Online.
Vertical ad networks are online
advertising networks that have a
particular content focus. They
aggregate a collection of sites
together that have an affinity
with one another and bring those
"passion places," as I like to
call them, together in a way
that provides advertisers
meaningful scale without the
uncertainty of a vast collection
of unknown and dissimilar sites.
As a recent comScore
Marketing Solutions survey
shows, when asked where you
would find trustworthy product
or service information,
50 percent indicated
vertical content sites. A
vertical ad network is a
conglomerate of those sites.
Read more.
Men or Women?
Gender
Roles in Home Improvement.
Looking for a more
comprehensive understanding of
who makes product decisions for
home improvement projects?
While this market is
perceived by many to be male
dominant, there is, in fact, a
major role played by women who
frequently act, not as a
replacement for men, but as an
adjunct. In certain product
categories, it will also be
shown that the woman is not only
the purchaser, but also the
"doer".
Read more.
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