10 jaar online marketing
Doubleclick publiceerde een rapport over 10 jaar online marketing en advertising.
Een aantal interessante quotes :
Internet is één van de snelst verspreide media in de Verenigde Staten.
"No medium since black-and-white television has penetrated 50% of U.S. households as quickly as the Internet: both did so in eight years.... That compares to nine years for radio, 10 for the VCR, 17 for personal computers, 39 for cable TV and 70 for the telephone."
Tegelijkertijd groeit de on-line marketing markt even snel:
"Advertisers in the U.S. market spent $9.6 billion on Internet ads ... That is larger than the whole outdoor advertising industry, about 80% of the size of the magazine ad industry and half the size of the radio ad sector."
Waar in de bubble-tijd het meeste deel van de advertenties betaald werden door dot-commers, is op dit moment de bulk van de grote bedrijven (Fortune 500).
"Car companies, representing one of the strongest sectors of offline advertising, are putting the pedal to the metal online. With two thirds of all car purchases now preceded by web research (JupiterResearch) and one in five car purchases directly attributable to a lead from a car website (J.D. Power & Associates), car advertisers spent an estimated $1.2 billion online in 2004, a 51% increase from 2003, according to Borrell Associates."
Jammer genoeg ook het volgende :
"Rich media has risen steadily in popularity with advertisers over the past five years, reaching a 35% share of all ad impressions by December 2004, according to Nielsen//NetRatings AdRelevance. The parallel between the rise of rich media among advertisers and the rise of broadband Internet access among U.S. homes is a striking one."
Search engine marketing maakt het grootste deel uit van het on-line marketing-budget :
"The IAB and PWC estimated that as of the first half of 2004 (the latest for which estimates were available), fully 40% of online advertising spending was being
spent on search advertising, by far the largest piece of the total online ad market."
De reden hiervoor : consumenten steken eerst hun licht op in zoekmachines, vooraleer ze aankopen doen:
"The study concluded that roughly half of the people examined in the study who made an online purchase first conducted a search related to the product sometime in the 12 weeks prior. In the case of the travel category, 73% of ticket buyers first researched their purchase on a search engine, as shown in
Figure 10."
Internet verspreidt zich door de US in alle gezinnen, en dan vooral breedband :
"By December of 2004, 54% of wired U.S. homes were using broadband, a 31% increase from December 2003, according to Nielsen//NetRatings. With 67% of all U.S. homes online as of the same month, that works out to 38% of all U.S. household on broadband."
De toekomst is aan blogs :
"According to the Pew Internet & American Life Project, 8% of all Internet users maintained a blog as of November 2004, while 38% said they were familiar with them, and 27% called themselves regular blog readers."
"Blogspot, a popular blog hosting service, now receives a larger audience of unique users across its million-plus blogs collectively than does the NYTimes.com, according to Alexa."
Ik heb het hele Doubleclick rapport on-line gezet - lees het eens op je gemak door.
10 jaar online marketing werd geschreven door Bart op 01-06-2005 (1176 dagen geleden) - Share!
