May 2011 • Vol 26 • No 5
In This Issue
PAGE
4
Women’s Financial Planning
Advertising Online Targeting Customers In The Digital Realm By Ian Cruz
Ever PAGE
6
Lord Mayor of London
since online advertising boomed
importance for businesses to have an online
utilise audience targeting, who saw their
in the early 2000s, advertisers have relied on
presence, coupled with the new hardware
display budgets decrease by 43%. While
buying display advertisements on websites
and devices that leverage digital technology,
a small share of advertisers and agencies
to reach their potential online customers.
the benefits of spending money online are
that do employ audience targeting saw their
This mainly consisted of buying space
starting to become more evident.
budgets decrease, this does not necessarily
for online ‘banners’ which would appear on web sites - many of which were often overlooked or ignored. This was mainly due to them being lost in the slew of online advertisements which would all appear within a particular page, or simply because it advertised a product or service that had absolutely no relevance to the reader, and therefore attracted little interest. As a
Sir Martin Broughton B.A. Chairman
With the online space now being an integral element in reaching new customers, businesses are constantly trying to better understand how their target audience uses
16
Visiting Borneo
Plus
c l a i m e d t h a t d u e t o t h e e ff e c t i v e n e s s of targeted advertising, they were able t o re a c h t h e i r t a r g e t e d a u d i e n c e a t a lower cost.
the internet and thus, gain a better idea of how to use the online space to reach them.
Social Media In the business world, it has been hard not
businesses which spend money on
to notice the ever growing importance of
audience targeting online have found that
social media. The medium is now a regular
it has played a large part in the success of
part of people’s daily lives as people take
their campaigns, not by just by generating
to websites such as Facebook and Twitter.
Flash forward to today, and the landscape of
sales online, but also by improving general
With close to 700 million users on Facebook
online advertising has drastically changed.
brand awareness. As a result, we are now
and over 200 million on Twitter, it is no
Much of the success of companies such
seeing a sizeable amount of ad budgets
surprise that businesses are clamouring for
as Google and Yahoo can be attributed to
being allocated from the more traditional
a presence on social media sites. In fact it
the wealth they have created from online
means of advertising to the online space.
was recently reported that of the over 1.11
accordingly, the justification for setting aside a share of their advertising budgets for it.
trillion advertisements which were viewed
advertising. Online advertising is booming
PAGE
t h o s e t h a t s a w a d e c re a s e , 2 4 % h a d
demographic profile or online behaviour,
effectiveness of online advertising, and
8
Targeting An Audience
Whether it be an online user’s location,
result, businesses began to question the
PAGE
diminish its effectiveness. In fact, among
thanks in large part to the ability advertisers
In a recent report conducted by global
online in the US in the first quarter of this
and agencies now have to more accurately
online advertising technology company,
year, a staggering 31.2% were delivered
target the specific audiences that they
AudienceScience, it was reported that 48%
on Facebook; that is a third of all online
want to reach, thus justifying advertising
of the agencies and 52% the advertisers
ads within the country. With 346.46 billion
budgets for businesses. It has taken a few
who utilise audience targeting saw a
impressions (views), this made Facebook
years for advertisers to effectively market in
rise in their budget for online display
the leader in all websites that display online
the digital realm and they are still learning.
advertising from 2010 to 2011, by 27%
advertising. This is double the figure of the
After all, online advertising is still a relatively
and 24% respectively. This is opposed to
second leading website Yahoo, with only
young industry. But with the ever growing
the advertisers and agencies who do not
112.51 billion impressions. This clearly
• News / New Appointments • New Members • Shaken Not Stirred
(Continued on page 2)
www.britcham.com