Archive for May 3, 2012

Rich Media

Ads in Enriched Formats Triple Website Visits

Written by Fernando Rosales Aguilar on . Posted in Digital, Marketing

Rich Media

Rich Media

A recent study reveals that rich media ads triple website visits for advertisers, in comparison with the displays that use stantard banners. Furthermore, if video is included, the visits multiply by six.

Methodology
The study, carried out by MediaMind, analyzed 24,000 creative ads with more than 12 billion impressions, with the objective of measuring and comparing the influence of rich media against standard banners by page views of the advertisers’ sites.

To quantify the added value provided by the rich media format, the quantity of users that visited was compared after seeing a rich media ad and then later the quantity of those exposed to standard banners.

Conclusions
The result of the analysis shows how with the rich media ads, because they are catchy, dynamic and flexible, the users navigatd up to three times more to the website of the advertiser than those that have seen a standard banner, to be informed about products or to purchase them. In this way, the studio reveals that when the rich media ads include video, the visits to the advertisers’ sites multiply by six, in comparison with the standard banners.

When it comes to direct response, the results show that the probabilities that the user clicks and sees the advertisers’ site after seeing rich media ads are four times greater than those that have seen standard banners. It can increase up to nine times after seeing a rich media ad which also incorporates video.

“Advertisers look to take the most advantage of their investments. If they invest in more attractive experiences, like the rich media ads and video, they can increase the possibility of the users bravely dedicating some time to their brand,” said Gal Trifon, general manager of MediaMind and director of digital advertising for the company matrix of DG.

Internet Adoption in Mexico 2011

Research: The Internet in Mexico 2011

Written by El Cuco on . Posted in Digital, Marketing

Internet Adoption in Mexico 2011

Internet Adoption in Mexico 2011

The World Internet Project in collaboration with the Monterrey Institute of Technology or, Tecnológico de Monterrey recently released its annual study on Mexicans’ habits and perceptions of the Internet and other associated technologies.

From a geographic perspective, the Distrito Federal, the country’s largest commercial and population concentration, accounts for 25% of all of the country’s online community.  With the exception of the North East region at 10%, which includes the sparsely populated Baja Peninsula, the rest of the report found that the rest of the country’s regions are fairly evenly distributed at approximately 16% share.

From a demographic perspective, gender distribution closely assimilates the country’s population with a 52/48 split between male/female Internet users.  Interestingly, 40% of Internet users are under the age of 19, which suggests that a significant portion of Mexico’s online community has none to very limited purchasing power vis-à-vis the rest of the population.

Speaking of which, from a socioeconomic perspective, 43% of the online population falls into category “D” (e.g., live in public housing) while 36% of the online community fall into the B/C+.  Playing a balancing act, 90% of the highest HHI homes have at least one Internet user.

During the last three years, checking email has been the leading activity online with upwards of 93% of users doing it.  That said, accessing social networks has seen significant growth, from 32% penetration in 2009 to 70% in 2011.  While all indicators point to Mexico being an attractive market for digital businesses, the research suggests that there is still significant growth yet to be realized.  Here you can access a copy of the research’s summary of findings.