As a regular guest blogger, Alex shares some of his insights from the Nielsen Online research tools to help unpack the behaviour of online audiences. Nielsen has been tracking online audiences since the mid nineties and their data helps unpack where people go on the web, how they interact with sites, and how firms convert that energy into commercial returns.
- Most Popular Sports Websites
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- 02 October 2009
- The Power of Display Advertising
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Display advertising is in rude health. The first eight months of 2008 (up to the end of August) saw over 250,000 display advertising campaigns run in Europe, by over 60,000 different advertisers.
Since the beginning of the year, acknowledging a seasonality factor, pretty much every Western European country has experienced a growth in the number of advertisers running display campaigns during the course of the month. This is particularly the case in the Nordic countries where Norway almost doubled (88%) the number of display advertisers from 766 in January 2008 to 1,439 in September 2008. Sweden experienced an 85% growth from 923 to 1,711 whilst Denmark went from 895 to 1,434 – a 60% increase.
- 09 September 2009
- Video: what is primetime for online?
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The wide-ranging use of the phrase ‘online video’ implies a simple coherent entity. Of course, everything needs a moniker but online video is an incredibly diverse ecosystem in terms of what’s on offer, who’s using it and when.
From an ad format perspective, clients and agencies have recently had some help on making sense of this new medium, with the IAB’s set of industry-wide standards. However, when it comes to online viewer behaviour most are still in the dark – for example “short-form for the young, long-form for the old” is one I’ve heard frequently. MySpace Videos and YouTube are predominantly ‘short-form’ video whilst the iPlayer and 4oD would be ‘long-form’.
- 20 August 2008