Business Builder Report

I’d like to point out some general relevance of Internet advertising statistics to ordinary marketers’ advertising portfolio. Notwithstanding competing statistics of Google search market share, I’ll use Google’s closing position of 66% in December 2007 as reported by HitWise even though average performance is lower.  

The graphic shown here is from page 10 of the Internet Advertising Bureau (IAB) 2007 Annual Report. It indicates Internet Ad revenues by Advertising Format. There are 8 market segments that include search, email, rich media, lead generation, digital video, display ads, sponsorship, and classifieds. The descriptions of these categories are on page 16 of the report.

The search market accounts for 41% of Internet advertising revenues. Google’s share of the Internet advertising pie was 66% of 41% of the $21.2 billion overall ad revenues in 2007. That works out to $5.7 billion or 66% of about $8.7 billion attributed to the market segment.

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business, internet advertising, internet marketing trends

One of the real benefits of online marketing for both advertisers and publishers is testing that’s used to determine which elements on a page are helping the performance of that web page, and which are not. Two popular methods to increase conversion rates, challenge assumptions and solve problems are A/B split testing and Taguchi multivariate testing.

A/B testing is a method of testing by which a baseline control sample is compared to a variety of single-variable test samples. Taguchi orthogonal arrays are multiple variations of content in multiple locations on a web page where a large number of combinations are statistically tested. Continue Reading »

marketing, testing