Avenue A / Razorfish Attributes Growth to Portals and Social Network Sites as its Online Advertising Spend Increases to $542 Mil
12 3์ 2007 - 7:00PM
Business Wire
In its annual digital outlook guide for marketers and advertisers,
Avenue A | Razorfish (NASDAQ:AQNT), the country๏ฟฝs largest
interactive agency and largest buyer of digital online media,
reports that domestic advertising spend for the agency has grown to
$542 million. Findings from the report and a 2006 spending analysis
can be accessed at http://www.avenuea-razorfish.com/points.htm.
๏ฟฝUnlike traditional marketing, the impact, reach and accountability
of online marketing resulted in strong growth in 2006 for many Web
publishers,๏ฟฝ commented Jeff Lanctot, editor of the report and
senior vice president and general manager at Avenue A | Razorfish.
๏ฟฝLong-time digital leaders like Google, Yahoo! and MSN enjoyed an
aggressive increase in advertising spend, as did resurgent
properties like AOL and new destinations like social networks and
blogs.๏ฟฝ Highlighted in the 140-page, 10-part report is insight that
describes where marketing dollars are being spent online, key
trends that will impact marketers in 2007, and new quantitative
research on best practices for measuring the effectiveness of
advertising campaigns. Where๏ฟฝs the Money? Avenue A | Razorfish๏ฟฝs
2006 online media billings were up 30 percent from 2005, and up 73
percent from 2004. While search continued to grow, display media
outpaced search marketing in 2006. As large traditional marketers
continued to shift spending toward digital channels, brand-friendly
rich media and video ads proved effective. A Demographic to Watch
The report also includes qualitative research on the ๏ฟฝDigital
Class,๏ฟฝ a study of the online behaviors of 18 ๏ฟฝ 24 year olds in the
US, UK and Canada. ๏ฟฝThe results confirmed what we believed to be
true from the popular social sites, but it goes beyond
self-expression,๏ฟฝ said Lanctot. ๏ฟฝThis population lives and breathes
the Internet, and seeks differentiation through media, music and
online networking. For marketers seeking to engage with the Digital
Class, it๏ฟฝs critical to have a clear understanding of how this
group uses the Internet and other digital channels, as well as how
they view marketing. The differences are stark.๏ฟฝ Accountability In
contrast to traditional media channels, the online media
environment allows digital advertisers to track and measure
marketing campaigns more effectively. Through customized
attribution tools, advertisers can improve campaign evaluation,
identify new profitable Web sites and integrate their Web media and
search strategies ๏ฟฝ which can yield better return on investment
(ROI) analysis and improve conversion rates. Also included in the
report are the ๏ฟฝpublishers of the year,๏ฟฝ an evaluation of new
technologies, best practices for creative online Web design, and a
framework for assessing emerging media channels, such as video and
mobile. Two new additions this year include an Op-Ed section which
dives into the trends and technologies that will lead the digital
revolution and a Q&A-style dialog from experts at Avenue A |
Razorfish in the US, United Kingdom, China, Australia and Germany.
They answer questions marketers ask, such as, ๏ฟฝHow can I create a
successful viral campaign? What are the pitfalls to avoid?๏ฟฝ The
report summarizes the top five things every marketer should know to
build and create successful online campaigns. Lanctot concludes,
๏ฟฝIf the marketer๏ฟฝs goal is to inspire customers, building a better
Web site that meets customer needs is one thing. Engaging consumers
beyond the Web site by connecting with them in their world on their
terms is the way to build a long-term relationship.๏ฟฝ About Avenue A
| Razorfish Avenue A | Razorfish is one of the largest interactive
marketing and technology services agencies in the world. The
company helps industry leaders such as Kraft, Dell, The New York
Times and Starwood Hotels use digital channels to acquire and
service customers. Avenue A | Razorfish's full suite of digital
offerings includes online advertising, Web site design and
development, email and search engine marketing, emerging media
strategies, and enterprise portal development. Its award-winning
client teams have a great understanding of customer needs and
provide solutions through distinct business disciplines, which
include: analytics, strategy, technology, media, creative design
and user experience. An operating unit of Seattle-based aQuantive,
Inc. (NASDAQ:AQNT), Avenue A | Razorfish has offices in markets
across the United States, and global operations in Australia,
China, France, Germany, Japan and the United Kingdom. Please visit
www.avenuea-razorfish.com for more information. In the company name
Avenue A | Razorfish noted in this news release, a pipe symbol
appears between Avenue A and Razorfish. This symbol may not appear
properly in some systems.
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