Ant Farm Interactive Shares 'Online Outlook'; New Resource Showcases Online Trends and Data Sources.Business Editors ATLANTA--(BUSINESS WIRE)--Jan. 27, 2003 "In the interactive world, 2003 will be defined as the year online advertising earned its place in the marketing media mix," says Michael Koziol, chief executive officer of Ant ant, any of the 2,500 insect species constituting the family Formicidae of the order Hymenoptera, to which the bee and the wasp also belong. Like most members of the order, ants have a "wasp waist," that is, the front part of the abdomen forms a narrow stalk, called Farm Interactive, a leading Atlanta-based marketing communications Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales firm specializing in interactive advertising and customer relationship management. "In addition to the medium's validity as an established way to reach consumers, research indicates the Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the also is one of the most effective ways to reach decision makers." Koziol's predictions are based on experience with his firm's own clients, as well as data and trends compiled from numerous industry resources. As a service to journalists reporting about the Internet and online marketing, Ant Farm Interactive is releasing "Online Outlook," a compilation Compiling a program. See compiler. of quick facts about related trends and research. The resource, which will be produced every six to eight weeks, examines recent news and industry reports, as well as draws conclusions about trends. The January 2003 Online Outlook indicates: -- Experts agree online advertising spending will rise during 2003 -- Online is THE way to reach decision makers -- Internet usage continues to grow Commenting about the rise in online ad spending, Koziol says, "In recent years, companies have tried online advertising with discretionary budgets under the guise Guise (gēz, gwēz), influential ducal family of France. The First Duke of Guise The family was founded as a cadet branch of the ruling house of Lorraine by Claude de Lorraine, 1st duc de Guise, 1496–1550, who received of test programs. It has proven itself as a cost-effective cost-effective, n the minimal expenditure of dollars, time, and other elements necessary to achieve the health care result deemed necessary and appropriate. method to reach consumers, as well as business-to-business audiences. During 2003, more companies have online advertising as a line item in their marketing budgets. The results-oriented medium has added appeal as marketing dollars are tight and top managers demand high performance and ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). from their employees." Data about the effectiveness of reaching decision makers via the Internet also looks encouraging. "Interactive media," says Koziol, "particularly e-mail, works well because it allows executives to review material and respond when it's most convenient to their schedule. The flexibility of the medium is a great asset." About Ant Farm Interactive Headquartered in Atlanta, Ant Farm Interactive is a leading marketing communications firm specializing in interactive advertising and customer relationship management. The full-service organization develops innovative marketing strategies that impact customer acquisition and life cycles, and deliver a measurable return on client investments. For companies seeking effective online and electronic marketing solutions, accountability and over-the-top customer service, Ant Farm Interactive is the preferred choice. ONLINE OUTLOOK: QUICK FACTS PROVIDED BY ANT FARM INTERACTIVE January 2003 Edition KEY FINDING: Experts Agree Online Advertising Spending Will Rise During 2003 -- During 2003, online advertising spending will increase to $6.70 billion, up from $6.38 billion in 2002. By 2005, online ad expenditures will reach $8.10 billion. Source: eMarketer as reported in iMedia Connection, November 13, 2002, http://tr.os-0.com/rd/?tid=35129&cid=5129&uid=16382162 -- Marketers expect to increase budgets during 2003, with a majority of survey respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. anticipating increased Web usage, especially for branding, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. DoubleClick Inc.'s Fall 2002 Marketing Spending Index study, which found: - 51 percent of marketers expect budgets to be higher during 2003 compared to 2002, with average increases of 11 percent. - The Web is a substantial income channel, comprising 13 percent of marketer's revenue. - 63 percent of those surveyed expect their Website to be the most likely source for revenue increases. - When branding awareness is the primary objective, online advertising is perceived nearly as effective as print. Source: December 23, 2002, http://www.doubleclick.com/us/knowledge/documents/research/dc_msi_0212.pdf KEY FINDING: The Internet Is THE Way to Reach Decision Makers -- Sixty percent of business decision makers say the Web is the best way for advertisers to reach them, outpacing other media surveyed. Study respondents indicate increased Web use is leading to decreased usage of leading traditional media. In addition, the Web influenced 50 percent of these executives to make a purchase or obtain a service for their business, while only 35 percent chose the next closest medium. Source: Study jointly conducted by washingtonpost.com, Nielsen/NetRatings @plan and MORI MORI n abbr (Brit) (= Market & Opinion Research Institute) → institut de sondage MORI (Brit) n abbr (= Market and Opinion Research Institute) → Research, September 9, 2002, http://www.washingtonpost.com/wp-adv/pr/presentations/BDMHIG.pdf -- C-level executives use the Web throughout the work day and more heavily before and after regular business hours BUSINESS HOURS. The time of the day during which business is transacted. In respect to the time of presentment and demand of bills and notes, business hours generally range through the whole day down to the hours of rest in the evening, except when the paper is payable it a bank or by a . On weekends, they spend about 10 percent more time online than non C-level respondents. Among top executives, Internet advertising Delivering ads to Internet users via Web sites, e-mail, ad-supported software and Internet-enabled cellphones. Also called an "ad network," Internet advertising organizations act as a middleman between the advertiser and the Web sites and software publishers that display the ads. ranks above TV, radio, newspapers and magazines for these attributes: - "Where I prefer to find out about new products" - "Where I prefer to receive information about companies" - "Where modern, up-to-date brands advertise" Source: Forbes.com "Technology Survey 2002," http://www.forbes.com/fdc/research.shtml KEY FINDING: Internet Usage Continues To Grow -- Two-thirds (66 percent) of adults, or 137 million people, are online, up 2 percent from fall 2001, according to The Harris Poll. These figures include 55 percent of adults who access the Internet from home, 30 percent from work and almost one in five adults who go online from a school, library, cyber (1) From "cybernetics," it is a prefix attached to everyday words to add a computer, electronic or online connotation. The term is similar to "virtual," but the latter is used more frequently. See virtual. cafe or other location. Source: Harris Interactive Harris Interactive (NASDAQ: HPOL) is an American market research company that specializes in public opinion research using both telephone and surveys on online panels. The company is the product of a 1996 merger between the Gordon S. Black Company and Louis Harris & Associates. , April 17, 2002, http://www.harrisinteractive.com/harris_poll/index.asp?PID (1) (Process IDentifier) A temporary number assigned by the operating system to a process or service. (2) (Proportional-Integral-Derivative) The most common control methodology in process control. =295 -- Internet usage growth in the U.S. is currently two million new users per month. Source: U.S. Department of Commerce Report, How Americans Are Expanding Their Use of the Internet, February 2002, http://www.ntia.doc.gov/ntiahome/dn/anationonline2.pdf This quarterly "Online Outlook: Quick Facts" is prepared and distributed by Ant Farm Interactive, a leading Atlanta-based marketing communications firm specializing in interactive advertising and customer relationship management. |
|
||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion