Also: Yahoo!'s new women's programming; settling the CPM vs. CPA feud; small and midsize businesses go big on digital
Lockout over, fans and marketers flock to Fantasy Football: When the NFL regular season kicks off Sept. 8, more than 30 million fantasy football players will take the imaginary field. Marketers rejoice because these uber-fans spend three times as much at sports sites than non-fantasy players. Talk about pent-up demand---player signups for Yahoo! fantasy football increased by 15% in the last few weeks.
I am woman; hear me roar about cool new Yahoo! programming: Yahoo will launch a slate of original programming in October geared to women 25-54 and advertisers that want to reach that prized demographic. Episodes will appear on many Yahoo properties, including omg!
CPM vs CPA? Maybe the twain should meet: Is the debate over the best cost model for online campaigns---cost per thousands of impressions (CPM) or cost per acquisition (CPA)---irrelevant? RP Singh says blending the two models could build brand and drive customer response.
Small guys to ramp up spending on digital advertising: Small and midsize businesses spent $5.4 billion on digital advertising in 2010. By 2015, that sum is projected to hit $16.6 billion---a 24.9% annual growth. That growth comes at the expense of traditional advertisingâby 2015, SMB spending on trad ads will sag to 30% from the current 50%.
The future of audience targeting: Today's audience targeting techniques do a good job of helping advertisers find the right audiences at the right time. Adding a strong dose of contextual targeting to the mix can make the process even safer and stronger.
Mobile app inventory can eat Internet display ad spend: A Flurry Analytics study shows that mobile app display inventory is growing fast enough to absorb the entire U.S. online display ad spend by the end of 2011. With over 600,000 apps ready for more than 350 million iOS and Android devices, no wonder it's hungry.
--- Bob Pickard
(Image by Kevin Coles via Flickr, CC 2.0)
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