Weekly Digital News Roundup: Jan 16 – 20

Weekly Digital News Roundup: Jan 16 – 20

US Online Ad Spend to Hit $40 Billion

  • eMarketer estimates that US online ad spending will reach nearly $40 billion, which is a 20% growth compared to previous years.
  • This level of growth is attributed to the heightened appeal of internet marketing in today’s economy. “Advertisers’ comfort level with integrated marketing is greater than ever, and this is helping more advertisers-and more large brands-put a greater share of dollars online,” said David Hallerman, principal analyst at eMarketer.
  • $40 billion is an impressive figure, but such growth is expected when it comes to the internet. On the other hand, print ad spending is expected to take a dive as more brands and marketers put greater focus online. While I doubt print spending will disappear entirely anytime soon, this year marks the first year when US online ad spending exceeds the amount spent on print – a fact which is likely the start of a downward trend for ad spending in magazines and newspapers.

Bing’s New Campaign is for Doing

  • Bing’s new campaign focuses on the phrase, “Bing is for #Doing.” Previously, Bing portrayed itself as a decision engine and the Internet’s answer to information overload. Remember those commercials?
  • “#Doing” emphasizes people and their actions, coming from a more emotional approach than other campaigns. Their latest TV spots are set to follow the inspiring stories of winter sports athletes, including Kevin Pearce and Bobby Brown.
  • However, it’s difficult to ignore that Google Search and Plus have already pulled at the heartstrings of humanity with previous ad campaigns: “Search Stories” comes to mind, as well as recent TV spots for Google Plus.  While Bing’s ads are fascinating, I doubt that #Doing will really do much in the way of bringing traffic away from Google.

Google Introduces “Page Layout” Algorithm

  • The latest update to Google’s search algorithm turns its focus to websites that place a significant number of ads above the fold. Dubbed the “Page Layout” algorithm, such websites are set to be penalized because they detract from a user’s experience by making worthwhile content difficult to find.
  • “We’ve heard complaints from users that if they click on a result and it’s difficult to find the actual content, they aren’t happy with the experience…If you click on a website and the part of the website you see first either doesn’t have a lot of visible content above-the-fold or dedicates a large fraction of the site’s initial screen real estate to ads, that’s not a very good user experience.Such sites may not rank as highly going forward,” Google said.
  • In order to determine whether your website could suffer from this change, Google recommends the use of the Google Browser Size tool to get a sense of much of a page’s content is visible to visitors. A good rule of thumb (or whichever finger you use to scroll): if it takes you more than a few scrolls to get to the content your visitors are looking for, you might want to reassess your page layout.
Scott Kaufmann
[email protected]

Scott is Partner at Lucid Agency and a lover of all things technology, marketing, investing and entrepreneurship. Scott volunteers on the board of the Denver-based Nonprofit Celebrate EDU and as a mentor for SeedSpot (a Phoenix-based social startup incubator).

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