Bridging the (Imaginary) Chasm Between Online And Branding

There seem to be daily additions to the growing call for online advertising (and for display, specifically) to address the gap between how it sells/measures itself and how brands want it to be sold and measured. Today’s call is from an AdExchanger.com update. In an interview, Digitas Executive Vice President, Norman de Greve, addresses some of the hurdles on both sides of the seeming chasm between digital advertising and brand marketers.

Clearly, from one side of the chasm, the digital/interactive online space must begin to wean itself from speaking only in terms of technology, math and metrics. These may be the terms that the industry is used to using in establishing its bone-fides. They are not necessarily the terms in the forefront of the mind of the brand marketer, reviewing the RFP responses, in hopes of finding the silver bullet that will get him/her carried around the room. In describing a campaign metric tracking philosophy that would truly resonate with that side of the divide, de Greve says,

It needs to start by connecting to the metrics marketers are already comfortable with – the general funnel metrics – awareness, favorability, consideration, sales, and loyalty.

But what is the responsibility of those on the brand side? What is the evolution that must come to pass if brand marketers are ever to be satisfied that this upstart medium has the chops to be the game changer it has been promising to be? De Greve describes the varying levels of sophistication between those that are likely to make the jump and those that will have a harder time with the transition.

Some marketers look at display as, “How do I get more impression volume for my ad?” While others are asking, “How do I use display to create deeper experiences and more value for the platform idea I’ve developed?” Those are different levels in the evolution of digital sophistication.

As I mentioned before, this conversation is not happening in a silo. It is simmering across the industry on both sides of the equation. And it is exactly the kind of self- analysis that needs to keep happening for us to get to the promised land where digital is seen as an equal part of the marketing mix and can be understood to magnify the brand goals…not detract from them.


For our part, CPX Interactive continues to start these conversations throughout our ongoing industry roadshow/panel/event/ that we call ‘Strategy is the New Creative’. For more info on the initiative and how you can become part of the conversation, VISIT US HERE.



Q & A with Jessica Prince, CPX Interactive's Director of Product Development

Jessica Prince is the Director of Product Development at CPX. She's been working at the company since 2006, and started out in the Accounting Department. Product Development was formerly CPX Mobile, with a focus on creating Premium SMS (text message) subscriptions, and getting subscribers to sign up via landing pages. Due to changes in the mobile industry in recent months, the Mobile division was reformed as Product Development, with more of a focus on Web-related products.

To find out more about Jessica, CPX's Product Development division, and Super Mario ringtones, visit this page for the entire Q & A.

Internet Use Across the Globe: What We Learned

By Samantha Karol
Marketing Assistant, CPX Interactive

Over the course of the past week, we have been posting charts and statistics from eMarketer about Internet use in the leading 16 digital countries. In case you didn't have the chance to peruse all of the charts, or felt too overwhelmed with all of the data, here are a few interesting things that I learned from these charts:

• Many of the most populous nations on the list have the lowest percentages of Internet use. For example: China, the country with the highest population of the 16, has the third lowest percentage of Internet use. India, the second largest country, has the lowest percentage.
  

• South Korea has the highest percentage of Internet users at 74.4%, followed closely by Japan at 72.6%
  

• The European nations make up the middle of the percentage pack, ranging from Italy at 45.4% to the United Kingdom at 64.5%.
  

• According to the eMarketer projections:
  
  • India, the country with the lowest percentage of Internet users, will have the greatest percentage increase by 2013, with the number of users almost doubling.
  • South Korea and Japan, the percentage leaders at this time, seemed to have reached a plateau, and will experience limited growth in Internet use over that span.
    

Internet Use Across the Globe: Part 5

Today we round out the list of the leading 16 digital countries with the final four. This last group includes the United States, and you just might be surprised about how our country ranks in Internet usage.

South Korea
(as of 2009)
Total Population: 48.5 M
Internet Users: 36.1 M
Percentage: 74.4%
Projected number of Internet users in 2013: 38.1 M

Spain
(as of 2009)
Total Population: 40.5 M
Internet Users: 22.4 M
Percentage: 55.3%
Projected number of Internet users in 2013: 25.1 M

United Kingdom
(as of 2009)
Total Population: 61.1 M
Internet Users: 39.4 M
Percentage: 64.5%
Projected number of Internet users in 2013: 43.7 M

United States
(as of 2009)
Total Population: 307.2 M
Internet Users: 199.2 M
Percentage: 64.8%
Projected number of Internet users in 2013: 221.1 M

Internet Use Across the Globe: Part 4

On our fourth day of Internet use statistics, we look at three countries with similarly large populations. Japan, Mexico, and Russia...which one has the most Internet users?

Japan
(as of 2009)
Population: 127.1 M
Internet Users: 92.3 M
Percentage: 72.6%
Projected number of Internet users in 2013: 95.7 M

Mexico
(as of 2009)
Population: 111.2 M
Internet Users: 27.8 M
Percentage: 25%
Projected number of Internet users in 2013: 38 M

Russia
(as of 2009)
Population: 140.0 M
Internet Users: 45.8 M
Percentage: 32.7%
Projected number of Internet users in 2013: 61.9 M

Internet Use Across the Globe: Part 3

Today we answer the question of how many people surf the Internet in India. Considering their large population, you might be surprised. Also, see E-Marketer's data on Internet use in Germany and Italy. And of course, check back tomorrow for more!

Germany
(as of 2009)
Total Population: 82.3 M
Internet Users: 48.0 M
Percentage: 58.3%
Projected number of Internet users in 2013: 53.1 M

India
(as of 2009)
Total Population: 1.2 B
Internet Users: 49.7 M
Percentage: 4.3%
Projected number of Internet users in 2013: 96.8 M

Italy
(as of 2009)
Total Population: 58.1 M
Internet Users: 24.6 M
Percentage: 45.4%
Projected number of Internet users in 2013: 30.3 M

Internet Use Across the Globe: Part 2

Here's the second installment in our series of Internet use data, courtesy of e-Marketer. Check back for Part 3 tomorrow!

Canada
(as of 2009)
Total Population: 33.5 M
Internet Users: 23.4 M
Percentage: 69.2%
Projected number of Internet users in 2013: 25.9 M

China
(as of 2009)
Total Population: 1.3 B
Internet Users: 313.0 M
Percentage: 23.4%
Projected number of Internet users in 2013: 476 M

France
(as of 2009)
Total Population: 64.4 M
Internet Users: 37.0 M
Percentage: 57.4%
Projected number of Internet users in 2013: 40.8 M

Internet Use Across the Globe: Part 1

Have you ever wondered how many people surf the Web in India? Which country has the highest percentage of Internet users? Or who is on the list of the leading digital countries in the world? With the help of industry metrics giant, e-Marketer, CPX Interactive is going to answer these questions and more. Be sure to check back each day for more information!

Argentina
(as of 2009)
Total Population: 40.9 M
Internet Users: 13.4 M
Percentage of Population: 32.8%
Projected number of Internet users in 2013: 19.6M

Australia
(as of 2009)
Population: 21.3 M
Internet Users: 14.4 M
Percentage: 67.6%
Projected number of Internet users in 2013: 15.8 M


Brazil
(As of 2009)
Population: 198.7 M
Internet Users: 44.2 M
Percentage: 22%
Projected number of Internet users in 2013: 64.6 M