Rabbit | online media blog

Mártózás a mélyvízben: Brandstorm

Rabbit — Tue, 21 May 2013 08:30:37 +0000

Idén ismét részt vettem a L’Oreal Brandstorm marketing versenyének hazai döntőjén. Ez a verseny arról szól, hogy egyetemisták és főiskolások egy L’Oreal marketingmenedzser bőrébe bújhatnak, és a megadott brief alapján terméket terveznek, illetve marketing stratégiát dolgoznak ki. A Brandstorm verseny … Folytatás →

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Így neteznek a hazai nők – ha egészségről van szó

Rabbit — Mon, 13 May 2013 19:04:06 +0000

Még áprilisban volt szerencsém előadni egy nőgyógyászoknak szóló konferencián, ahol arról beszéltem, hogy mennyien és hogyan használják a nők az internetet, különös tekintettel az egészségügyi információk szerzésére, illetve az orvosokról való tájékozódásra. Íme az előadás diái: Először is igyekeztem felülírni … Folytatás →

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Lusta fiatal, nyiss számlát!

Rabbit — Tue, 23 Apr 2013 18:56:36 +0000

A Médiapiac-Kutatás konferencián mutattuk be az Ident projektet, amelyet a CEMP háza táján keletkező, nagy tömegű és változatos struktúrában előálló adattömeg megregulázására és feldolgozására hoztunk létre. Csak hogy a nagyságrendet érzékeltessem, a CEMP kiadványait naponta átlagosan 1,4 millió egyedi látogató … Folytatás →

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Mi az a prémium?

Rabbit — Sun, 07 Apr 2013 12:00:41 +0000

A prémium szó olyan gyakran hagyja el a szánkat mostanában, hogy lassan felvehetjük a bullshit bingóba. Prémium tartalom. Prémium közönség. Prémium hirdetési felület. Nap mint nap használjuk ezt kifejezést és leginkább valamilyen magas(abb) minőséget, illetve ebből adódóan magasabb árat értünk … Folytatás →

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IAB Hungary Adex 2012: nettó online reklámköltési adatok

Rabbit — Wed, 27 Mar 2013 12:06:52 +0000

Ma vált publikussá az IAB Hungary Adex online reklámköltés becslése 2012-re vonatkozóan. Az adatok alapján a hirdetők összesen net 35,65 milliárd Ft-ot költöttek digitálisra, így 14%- kal bővült az online reklámpiac. Az online reklámköltés arányát előzetesen 22%-ra becsülte az IAB. … Folytatás →

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Építsünk saját médiát? – GyógyKomm13 előadás

Rabbit — Thu, 14 Mar 2013 07:00:03 +0000

A e-Pharma képzés nyomán kissé beszippantott a gyógyszeripar, legutóbb a Kreatív Gyógyszerkommunikációs Konferenciáján volt szerencsém előadni. A téma az volt, hogy érdemes-e saját médiát építeni, amire persze nincsen általános válasz, de a rendelkezésre álló 20 percben igyekeztem körbejárni a főbb szempontokat, … Folytatás →

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Online reklámköltés, 2012

Rabbit — Tue, 05 Feb 2013 19:38:48 +0000

A napokban érkeztek meg az első adatok a múlt évi online reklámköltésről. A Kantar Media reklámköltés-analízise az online reklámpiac „hagyományos” részéről, azaz az adatszolgáltatásban részt vevő kiadók és sales house-ok kiadványain futó kampányokról szolgáltat listaáras adatokat. Egyelőre tehát csak a … Folytatás →

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Natív hirdetések: mini esettanulmány

Rabbit — Mon, 28 Jan 2013 09:00:48 +0000

A „natív hirdetésekről” már említést tettem a trendfigyelő posztban. Bár ezt a fogalmat sokan sokféleképpen értelmezik, a legtöbb vélemény szerint olyan hirdetési megoldásokról van szó, amelyek egy oldalon vagy applikációban beépülnek a tartalmi vagy dizájn környezetbe. Maga a kategória nem … Folytatás →

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Trendfigyelő

Rabbit — Sun, 13 Jan 2013 20:51:14 +0000

Az előző év talán nem hozott fergeteges újdonságokat, de számos kezdeményezés és trend volt, ami ekkor ért be. Az online reklámozás szempontjából az alábbiakat tartom leginkább meghatározónak. 1. Mobil eszközök Tavaly végre véget érhetett “a mobil éve” jósolgatás, nyugodtan mondhatjuk, … Folytatás →

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Links for 2013-01-09 [del.icio.us]

Thu, 10 Jan 2013 00:00:00 PST

Beköszönt a tabletek korszaka
Miközben napjaink átalakuló digitális környezetében hazánkban is évről évre csökken a PC-k eladása, a főleg tartalomfogyasztásra szolgáló tabletek térhódításának köszönhetően a médiafogyasztás minden eddiginél változatosabb. 2012-ben itthon több mint 65 ezer táblagép talált gazdára a teljes hazai állomány pedig átlépte a 150 ezer darabot. Használatuk azonban a vártnál sokkal inkább helyhez kötött, és minden más eszközénél intenzívebb – derül ki az eNET – Telekom: „Jelentés az internetgazdaságról” című kutatásából.

Links for 2013-01-08 [del.icio.us]

Wed, 09 Jan 2013 00:00:00 PST

4 Ways to Boost Your Facebook Engagement With Promotions
Promotions have the ability to draw visitors to a Facebook Page, and when used correctly, can be a very valuable tool to accomplish your business’s engagement objectives.
Home Page Ads Rise, Ad Base Diversifies
Overall, more than half (56%) of home page ads running across Yahoo, AOL, MSN and YouTube were oversized/custom units, compared to 45% in the third quarter and 43% in the fourth quarter of 2011. Macquarie uses these units as a proxy for display ad health because they tend to command higher CPMs than traditional ad sizes.
ESPN's Dynamic Wallpaper Ad Looks to Cure Banner Blindness
In the digital ad world, where static, unimaginative banner ads have been the standard unit for years, innovation is slowly breathing life into the drab and increasingly detested format.
Study: 20% Of Ad Spend On Facebook Now Goes To Mobile Ads
Facebook is making quick progress in growing its mobile advertising business, according to major ad platform Kenshoo. It sees 20% of all Facebook ad spend going to mobile. That’s a big boost from October when Facebook said 14% of its ad revenue came from mobile. Meanwhile, 71% of Facebook ad spend targeted to mobile phones goes to Android, further proving Facebook has to focus more on Google’s OS.
Portugáliában is mér a Gemius
Együttműködésről állapodott meg a portugál piacon a Gemius online kutatóintézet és a Marktest médiakutató intézet. Ennek nyomán a Gemius két webanalitikai eszközét - a Gemius Audience-t és a Gemius Prismet - integrálják a Marktest megoldásaival. Így több mint 170 portugál online brand számára nyújtanak hivatalos statisztikákat a weboldalak forgalmától egészen a látogatók profiljáig. A megállapodás emellett lehetővé teszi a multimédiás tartalmak, reklámkampányok valamit mobiltartalmak mérésének bevezetését a piacon.
Beköszönt a tabletek korszaka
Miközben napjaink átalakuló digitális környezetében hazánkban is évről évre csökken a PC-k eladása, a főleg tartalomfogyasztásra szolgáló tabletek térhódításának köszönhetően a médiafogyasztás minden eddiginél változatosabb. 2012-ben itthon több mint 65 ezer táblagép talált gazdára a teljes hazai állomány pedig átlépte a 150 ezer darabot. Használatuk azonban a vártnál sokkal inkább helyhez kötött, és minden más eszközénél intenzívebb – derül ki az eNET – Telekom: „Jelentés az internetgazdaságról” című kutatásából.
Magyar mobilpiaci körkép nemzetközi összehasonlításban
How Are Smartphone and PC Internet Users Different?
eMarketer estimates that 1.7 billion people around the world will access the internet via a mobile device in 2013. By 2016, there will be a staggering 2.5 billion mobile internet users worldwide. As internet usage increasingly takes place on mobile devices—and particularly on smartphones—it is important to understand how consumers’ internet behavior is adapting to these new devices.
The 4 Most Important Online Advertising Opportunities in 2013
In a flurry of end-of-year reports, analysts at places like Forrester and eMarketer have proclaimed that online advertising spend will again grow in 2013 and beyond - and at a good clip.
For Traditional Media, Digital Remains Elusive Promise
For over a decade, traditional media companies have pointed to digital media as a promising source of revenue growth -- but as 2012 draws to an end, it’s clear that this promise is still more theoretical than real, while ad dollars continue to migrate away from traditional channels. This is particularly true for broadcast radio groups and newspaper publishers, whose 2012 results have (so far) offered little in the way of digital cheer.

Links for 2013-01-07 [del.icio.us]

Tue, 08 Jan 2013 00:00:00 PST

A Search Marketer’s Guide To Google Display Advertising, Part 3
Last month, we took a look at the wealth of Google Display Network (GDN) targeting options and explained how they work. This month, I’d like to give you a handful of tips on how to structure your GDN campaigns and ad groups to take advantage of those tactics so you get most out of your display budget.
19 tools to improve your content marketing strategy
As we wave goodbye to 2012 and say hello to 2013, there’s a good chance, you, like many other people, have been working to put together a content marketing strategy for the new year. No doubt you’ll have the objectives in place, created a well thought out strategy and work plan as long as your arm. It’s that last element I want to help you with in this blog post, by sharing a clutch of tools and services which will save you time, improve your results and give you the freedom to work on the creative aspects of your campaign.
Whither the Brand Website?
Brand pages, although they are not very heavily trafficked as a rule, are still a primary resource for consumers seeking information about products and the companies that make them, according to a new eMarketer report, “What's a Brand Site For? Engaging Consumers Across Multiple Channels.” An October study by nRelate found that 48% of online shoppers said they trusted content from brand websites. No other content type approached the trustworthiness of corporate sites, according to this survey—not even mainstream news sites.
5 Marketing Predictions for 2013
There was certainly no shortage of big developments in the marketing world throughout 2012. Facebook created a massive mobile advertising business in less than year, Red Bull literally financed a trip into the stratosphere to create powerful branded content, and a YouTube video finally hit 1 billion views, showing the potential reach for online videos. So what might 2013 bring for marketers? We contacted several advertising experts and reviewed recent studies and business trends to come up with five marketing predictions for the coming year.
Exploring the Consumer Media Universe
According to Nielsen’s new U.S. Consumer Usage Report 2012, nearly 120 million people within television homes own four or more TV sets, and 16 percent of television homes own a tablet. Smartphone owners officially make up the majority of mobile subscribers, as 56 percent owned a smartphone as of Q3 2012. Additionally, the number of social media users continues to increase across all platforms as consumers use social networking as a vehicle to navigate the ever-expanding media universe.
Big Data 101: Use Web Data to Understand Customer Intent
"What do our customers really want?" We started off a communications strategy discussion this morning with that question. It's the same question, frankly, that every marketer should be asking when they wake up, throughout the day, and before every project or marketing campaign is developed. Coming to our aid is the promise of "big data" analytics - that that we can now better understand customer intent, and not just customer behavior.

Links for 2013-01-06 [del.icio.us]

Mon, 07 Jan 2013 00:00:00 PST

5 Predictions for Mobile Tech in 2013
Sales figures for mobile devices reached new heights in 2012. Market research firm Gartner predicted tablet sales would near 120 million, about doubling the total sold in 2011. In addition, the number of active smartphones eclipsed 1 billion during the past year. That's one for every seven people on the planet. And while it took almost two decades to reach 1 billion active smartphones, research firm Strategy Analytics projects there will be 2 billion by 2015, fueled by growth in developing economies in China, India and Africa. It's not just phones and tablets though. All sorts of smart mobile technology flourished in 2012, from watches and wristbands to glasses that can project video on the inside of the lenses. Speaking of glasses, in April, Google sent the tech world into a tizzy when it unveiled plans for a futuristic headset called Project Glass. Well, if you think mobile came a long way in 2012, this year could be even better. Here's an outline of where we think mobile technology is headed in 2013.
Does Anyone Really Believe Advertising Any More? [INFOGRAPHIC]
Apparently consumers are taking this old saying to heart: "Believe only half of what you see and nothing that you hear." Market research firm Lab42 just released a study that revealed that 76% of its respondents think advertisements contain exaggerated claims, and a mere 3% think ads are "very accurate."

Links for 2013-01-04 [del.icio.us]

Sat, 05 Jan 2013 00:00:00 PST

Worldwide, More Money Goes Mobile
Mobile ad spending around the world more than doubled last year, eMarketer estimates, and though growth will moderate this year, double-digit increases in mobile ad spending will continue in coming years as outlays approach $37 billion by 2016. In 2012, mobile spending was at $8.41 billion, according to eMarketer’s forecast—up from just over $4 billion the year before and $2.34 billion in 2010. eMarketer’s estimates of worldwide mobile ad spending include dollars going toward display and search advertising only, and exclude spending on messaging-based formats. Spending on tablets is also included.
Zuhan az e-könyvolvasók forgalma
Tiszavirág-életű lehet az e-könyv olvasók sikere. A dedikált olvasók ugyan továbbra is népszerűek, de 2012-ben az eladások nem hogy nem nőttek, hanem meredeken csökkentek az egy évvel korábbihoz képest.
Kiárusítanak minket a weboldalak
A Wall Street Journal elemezte az ötven legnagyobb amerikai honlapot, plusz húsz másikat, olyan érzékeny kategóriákból, mint az ismerkedés vagy az egészség. Eredményeik alapján az oldalakból 25, köztük az Amerikai Egyesült Államok legnagyobb randioldala, az OKCupid, a képes közösségi oldal Pinterest, a Youtube és a Yahoo is személyes adatokat küld át más weblapoknak. Ráadásul mindezt nyitott, nem titkosított csatornán, böngészőnk aktuális munkamenetét kihasználva.
Prediction No. 7: Off- and Online Will Begin to Blur
The next prediction in our 2013 series involves the narrowing between off- and online retail. The ultimate goal in today’s market, for brands, retailers, and manufacturers alike, is a multi-channel consumer experience. From in-store, to online, to tablet and mobile devices, consumers who take advantage of all these methods — not just for purchasing but to do targeted research and for general learning — are brands’ most valuable shoppers.
Learning to Love the Robots That Will Soon Buy and Sell All Media | DigitalNext: A Blog on Emerging Media and Technology
I believe that all online and offline media – at least the majority of it – will be bought and sold through technology that matches an ad with a person in real-time. Some call it "programmatic," some algorithmic, but most regard it as a process that was once arduous and has now improved dramatically through automation. This switch is already well underway in online display, but in time all types of media will be transacted this way, in part because advertisers will demand it: the media world has become too fractured and complicated as consumer attention diverts across screens and devices.
Google Requires People to Use the Google+ Social Network, Gains Ground Against Facebook
The result is that people who create an account to use Gmail, YouTube and other Google services—including the Zagat restaurant-review website—are also being set up with public Google+ pages that can be viewed by anyone online. Google+ is a Facebook rival and one of the company's most important recent initiatives as it tries to snag more online advertising dollars.
ADVERTISING VS. EDITORIAL: Are you giving away your valuable ad space for free?
I receive approximately three hundred email pitches a day from publicists who want to send me samples or invite me to their press event, spa or hotel in hopes that I'll like it enough to review it. Additionally, as the publisher of an online magazine, I have to worry about getting advertisers in order to stay in business. This advertising and editorial balance is the same whether the publication is a glitzy glossy with a one hundred year history, or a start-up digital. Advertising and sponsorships are what keep us all in business.
2013: the year of paid content?
Paid content is and has been a big business -- if you're in the right market.

Links for 2013-01-03 [del.icio.us]

Fri, 04 Jan 2013 00:00:00 PST

Prediction No. 8: The Social Landscape Will Shift
For brands, Facebook is still the most effective method for sharing content and helping it to go viral. Big numbers aren’t everything when it comes to a luxury brand’s social ROI, but those millions of likes are critical in moving content online. There’s no doubt that users are using Facebook differently — and less — in the wake of newer, more agile specialty social sites. This is especially true for the web savvy — i.e., those who use social media as a news aggregator and professional tool rather than for basic sharing. But for the foreseeable future, Facebook is still the account no brand can afford to abandon and no user is willing to delete. The biggest darling of last year, Pinterest, will continue to establish itself in 2013, particularly among women and in the domestic verticals (where the site has proved its strongest influence), such as cooking, home decor, and party planning.
4 Predictions for Tablets in 2013
2012 was the year of the tablet. Although final numbers are still rolling in, a recent report from International Data Corporation (IDC) estimates that the worldwide tablet market has reached an astounding 122.3 million units, nearly double the number from 2011.
Hearst Claims 800,000 Digital Subscribers, the 'Highest in the Industry'
Hearst Corp., publisher of Cosmopolitan, Elle and Road & Track among other titles, now has 800,000 paying digital subscribers, according to President David Carey. Conde Nast, one of Hearst's biggest rivals, has 500,000 digital-only subscriber/single copy sales and 1.5 million customers who choose a print/digital combination.
Behold the Untapped Big Data Gap
As we say farewell to 2012, one topic that got a lot of "airtime" in 2012 will surely stay on top of many marketers minds as we enter 2013: Big Data.
Online Marketing: Top Trends for 2013
A combination of established trends and new technology innovations will cause 2013 to be an eventful year for digital marketing. Here are a few broad themes I expect to dominate marketers’ attention in the coming year.
Are you responsive, mobile or app-based?
I was recently asked by a client “If time and money weren’t an issue, what type of mobile development would you do? Responsive, mobile or app?”
Connected TVs Reach One in Four Homes
Usage of connected TVs in US households was up by more than 25% last year, eMarketer estimates, and will continue to be taken up by Americans at double-digit rates through at least 2016.
IAB Digital Ad Engagement Whitepaper: An Industry Overview and Reconceptualization
The IAB, in collaboration with Radar Research, released the “Digital Ad Engagement: An Industry Overview and Reconceptualization,” a report that addresses a longstanding challenge faced by advertisers, publishers, agencies, marketers and a variety of other interactive industry participants for whom ad “engagement” is an essential device in digital advertising—yet one which lacks a precise and universal definition. The focus of this whitepaper is the importance of establishing a much-needed framework for defining and rethinking ad engagement vernacular and metrics.
How Big Is Facebook on Mobile?
Facebook has quickly ramped up its mobile ad revenues, according to company reports, and eMarketer expects this trend to continue for several reasons. First, the social network holds great appeal for many web users who have already taken up smartphones. In addition, the native mobile advertising offered by the social network makes for a fairly seamless experience that does not put users off as they browse the news feed.
Big data's 2013 challenge: making it small
Numerous trends are discernible in the predictions made for 2013. One of the most apparent: the continued rise of big data.

Links for 2012-12-29 [del.icio.us]

Sun, 30 Dec 2012 00:00:00 PST

Advertisers, Marketers Take on the Cross-Platform Measurement Challenge
The increasingly complex mix of media in consumers’ lives has made it more difficult for marketers to track and measure the effectiveness of advertising campaigns. But new tools and tactics are helping marketers track and understand interactions and campaign effectiveness across multiple platforms, according to a new eMarketer report, “The State of Cross-Platform Ad Measurement: Industry Trends and Current Practices.”
Aggressive Marketing Spending on Branded Content
According to a new survey, “The Spending Study: A Look at How Corporate America Invests in Branded Content for 2012,” by the Custom Content Council and ContentWise, brand content is getting a bigger slice of the marketing pie: a 13% increase, or $1,640,107 in spending for the last two years.
A Newsweek búcsúja
Januártól ″tisztán″ digitális kiadványként folytatja a Newsweek. Az ″új″ kiadványnak már nem lesz túl sok köze a hajdani dicsőséges magazinhoz.
Worldwide Ad Spend Grows Steadily, Bucking Economic Slowdowns
Despite fears in many countries of continued or renewed economic slowdowns, the advertising industry is expected to continue growing spending at healthy rates for the next several years, driven especially by increased investments in emerging markets.
Download the Top 10 Social Media Ebooks of 2012
here’s only a few days left of 2012 and in addition to all the family time, last-minute business planning and travel, there’s social media. In fact, by the end of this year, EMarketer predicts there will be a massive 1.43 billion social network users, a 19.2% increase over 2011. For your brand, now more than ever, social media needs to be entrenched into how you do business each and every day.
8 Content Marketing Trends for B2B
You’ll discover how B2B marketers were leveraging content marketing in 2012 and where their focus will be next year.
Verticals Ramp Up Year-Over-Year Mobile Ad Spending in Q3
The US mobile ad market has yet to show any signs that it is slowing down. According to eMarketer estimates, mobile ad spending in the US will total more than $4 billion as 2012 comes to a close. The high growth rate of ad spending domestically has been driven in part by “native” ad formats incorporated into social media, such as Facebook’s mobile newsfeed ads.
Facebook Still Top Social Site for Sharing Product Info
The closing of several Facebook stores earlier this year by major brands including JCPenney, Nordstrom and GameStop was enough to get some brands to push the pause button on excitement surrounding fcommerce. But brands can still get substantial benefits from firmly planting their flag in the Facebook social media space, as long as they understand the desires—and probable actions—of their followers.
The World's Most-Read Online Newspaper Changes the Rules
If someone is an internet user, there’s a decent chance they are reading the newspaper online. According to comScore, 644 million people worldwide visited online newspaper sites this October, which it estimates to be 42.6% of the world’s internet users. As their business models continue to tilt away from print and toward digital, newspaper outlets around the world are competing to win the attention of this large and growing audience.
5 Ways to Backup Your Hard Drive
That sleek new laptop or PC you received this Christmas, with all those programs and apps, needs more protection from crashes than just occasionally clicking "save."

Az online médiaértékesítés jövője – RÖVIDEN

Rabbit — Sat, 08 Dec 2012 13:12:53 +0000

Ha nem volt türelmed végigolvasni a korábbi 25.000 karakteres “szösszenetet” a témáról, akkor ajánlom figyelmedbe ezt a rövid, képes változatot, amit tegnap a Kürt NET-WORKS online kommunikációs képzés nyílt napján volt szerencsém előadni.

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