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Online Advertising
— Beyond Banner Ads
 You may have heard the term “banner blindness” lately. Marketers have been seeing a decline in banner ad click-thru’s for years. Many attribute this to “banner blindness,” in which Internet users focus on page content and ignore advertisements. Loud graphics and blinking text just seem to repel prospects all the more.
But wait, Internet ad revenues are up. According to a recent study by the Interactive Advertising Bureau and PricewaterhouseCoopers, Internet advertising revenues reached $3.9 billion for the first quarter of 2006. This is a 38 percent increase over Q1 2005 at $2.8 billion, and a 6 percent increase over the Q4 2005 total at $3.6 billion.
The Internet continues to be a cost-effective way to reach a targeted audience; drive branding and sales; and measure ROI. Are you making the most of your online efforts?
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Market Research for Market Knowledge
At IMS, we follow a model called the Marketing Wheel™. The wheel contains four segments, each with multiple elements, each providing a structure by which we can define our marketing program.
While organizations may choose to apply one or all marketing segments, perhaps the most successful path starts where a simple question is asked – what does the market want? Such a question is the root of all market research studies.
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The IMS Insider is published quarterly to share new concepts in marketing communications