With the improvement of the economy, online ad spending continues to grow.
According to the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers, Internet advertising revenue hit $8.4 billion for the first three months of 2012, an increase of some 15 percent over the same period in 2011. The figure is reportedly the largest Q1 revenue that both IAB and PC have measured dating back to their first recordings in 1996.
David Silverman, a partner at PricewaterhouseCoopers U.S., noted "The year-over-year growth between Q1 2011 and Q1 2012 sets quite a milestone. Moreover, a 15 percent increase over the comparable period in 2011 is a solid affirmation the Internet is delivering on its promise to attract consumers and the advertising dollars that follow."
According to Randall Rothenberg, president and CEO, IAB "Marketers and agencies are clearly--and wisely--investing dollars to reach digitally connected consumers."
Digital video advertising -- which the IAB includes as a portion of display advertising -- witnessed solid growth as well, increasing 29% from $1.4 billion to $1.8 billion. As a whole, display spending grew 15% in 2011 from $9.6 billion to $11.1 billion.
Search advertising witnessed even larger gains, increasing 27% from $11.7 billion to $14.8 billion. It continued to represent the biggest proportion of online ad spend: at 46.5%, up from 44.8% in 2010. That increase came at the expense of display, which declined from 37% in 2010 to 34.8% last year.
What's Your Game Plan to Grow Your Lead Generation?
With the halfway point of 2012, coming up next month, B2B marketers should look at several items in order to be sure they are doing everything possible to increase their advertising sales lead generation. Among them:
- Let your headlines and content speak -- The content you put both on your Web site and emails needs to give customers a call to action.
- Consider special offers -- Buyers like deals, so make them available where and whenever possible.. Also keep in mind who you are sending the offers to so that you're delivering relevant offers.
- Make sure forms are up to date -- If you have the consumer going to a form page on your site, be sure that it is easy to navigate and is short and sweet if requesting the consumer to fill it out.
- Utilize social media -- It is still rather amazing how many B2B companies are not taking advantage of all social media has to offer. Be sure that you have exposure on the main players such as Facebook, Twitter and Google+ for starters. If you are on such sites already, analyze the metrics to see how often you are using the sites, what kind of follow rate you are getting, and who exactly is following your company.
As some signs point to a recovering economy, what will Q2 say about your B2B online advertising efforts?
Photo credit: tvads.com