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September 19, 2008
Digital Resarch for Online Sales Reps
In just about every edition of the Online Publishing Update, I’ve been including interesting research nuggets about the online audience that might be useful for online ad sales reps to keep in their arsenal. Here’s a roundup of the most interesting ones from the past few months:
Research for Sales Reps
Media multitasking is less common than you think: Although young people are more likely than older adults to media multitask, less than half the people read the newspaper or surf the Web simultaneously do other things. This research shows that Web site visitors and newspaper print readers are engaged with the product. According to Mediamark Research & Intelligence, Among all adults, 55 percent of those who read a print newspaper at home do so "without involvement of other media." When surfing the Web at home, 53.8 percent of adults do not media multitask. (More information from MediaWeek)
Newspaper site visitors are more likely to act on ads than other local site users:Consumers generally trust local advertising on newspaper, magazine and TV Web sites, according to a new survey from the Online Publishers Association. More than 40 percent of local online media users said they are likely to take action after seeing a local ad on one of those sites. “Newspaper [Web sites] rank first with 46 percent of consumers taking action – including making a purchase, going to a store, conducting research – after viewing a local ad,” according to the Online Publishers Association. (More information from OPA)
Ads on branded content sites more effective than ads on portal sites: According to the Online Publishers Association, “major content sites, by dint of the familiarity and distinct identity they have with users, can improve brand favorability and purchase intent more than other sites,” PaidContent.org reported. OPA President Pam Horan said, “It's an absolute fact with online advertising: environment matters. In nearly every category measured, ad effectiveness scores on branded content sites were numerically higher than on the Web in general, on portals or on ad networks. Whether it's the trust they engender or the audiences they attract, branded content sites deliver better advertising results.” (More information from the Online Publishers Association)
Web coupon usage is increasing: Although the Sunday newspaper still reigns supreme for grocery coupons (27 percent of Americans clip grocery coupons each week), Internet coupons are quickly gaining popularity. Internet Retailer reported 11 percent of consumers got coupons from the Web last year, up from 8 percent in 2006, according to data from Scarborough Research. comScore reported visits to coupon sites increased 21 percent in the past year. (More information from Internet Retailer)
“Integrators” and “net-newsers” rely on newspaper Web sites: Although newspaper print readership is generally down, the number of people going online for news at least a few times each week is still increasingly. The majority of Americans say they “check in” on the news from time to time during the day – which means they are repeat newspaper Web site visitors. There are four segments in today’s news audience: integrators, net-newsers, traditionalists and disengaged.
Integrators are 23 percent of respondents to a Pew survey this summer. Integrators “who get the news from both traditional sources and the Internet, are a more engaged, sophisticated and demographically sought-after audience segment than those who mostly rely on traditional news sources.” Integrators spend the most time with news on a typical day of the four segments.
Net-newsers are 13 percent of respondents with a median age 35 (youngest segment). “Net-newsers not only rely primarily on the internet for news, they are leading the way in using new web features and other technologies.” (More information from Pew)
High gas prices are encouraging people to shop online: The high cost of gas is encouraging more people to shop online. At many retailers where brick-and-mortar store sales are slow, online sales are up. (More information from The New York Times)
The Web is more interesting to pre-teens than TV: The Internet is winning out over television for children ages 10 to 14, according to a study recently released by DoubleClick Performics. “The study found that 83 percent of Internet users in that age bracket spent an hour or more online a day, but only 68 percent devoted that much time to television,” according to The New York Times. “The study found that the children often did research online before making a purchase -- or bugging their parents to make one.” (More information from The New York Times)
Also, this is a great blog entry from the Online Journalism Blog’s Paul Bradshaw. The full blog entry has a lot more information and details you can use, and the comments on the blog entry have additional advice. This isn’t research-based, but it’s interesting and useful anyway:
10 Ways Ad Sales People Can Save Newspapers
The Online Journalism Blog published some frank advice for newspaper ad sales people this week. The blog's “10 Ways Ad Sales People Can Save Newspapers” entry focused on digital media and included the following (see the blog for details on all 10 items):
1. Stop treating web ads as second class.
2. Stop selling adverts on static pages.
3. Sell advertising against search terms.
4. Give ad sales people access to the Internet.
5. Enable the long tail of small businesses to advertise without you doing it for them.
6. Think beyond the banner: get creative about online advertising.
7. Think about vouchers.
8. Sell advertising aimed at the non-local market.
9. Sell video ads as well as the production of video content.
10. Work in networks.
Bonus: Don't take digital growth for granted.
NAA’s Moving to Mobile
"Moving to Mobile" is a growth and development guide from the Newspaper Association of America that covers the many aspects of mobile for newspapers. Articles include the following and more:
- Mobile Advertising: The Next Big Thing Hasn't Arrived (But It's On Its Way)
- SMS Programs: Potential in 160 Characters or Less
- How Newspapers Can Cell Themselves to Youth
Note: We have a Webinar on mobile advertising coming up Sept. 30. Click here to register and get more information!
NAA’s Zooming In on Online Video
While still a small percentage of total and local online advertising, online video represents an enormous opportunity for newspapers to grow revenue and audience. “Zooming In on Online Video: A Development & Growth Guide for Newspaper Web Sites” is intended to help newspapers of any size develop profitable video applications.
NAA’s Local Search Opportunities for Newspapers (Plus Webinar on Monday!)
Newspapers are finding new and varied ways of tapping into the search space. Some are blending news and targeted advertising content with more sophisticated search tools. Learn more about newspaper's efforts at local search with case studies from Boston.com, Ottoway Newspapers, GateHouse Media and others.
And don’t forget about this:
 Local Search: Strategies for Audience and Revenue Growth Webinar
After much experimentation, newspapers are finding ways to serve smaller advertisers online, some through enhanced local search capabilities, some through SEO services and others through interactive business directories. This Webinar will explore two successful models for capturing non-traditional advertisers, one from a small-market newspaper and one from a larger market organization.
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