For some time publishers and advertisers alike have been running Cost Per Click (CPC) campaigns in search engine results – the idea being that users who are searching for relevant content will be open to buying a product related to that search.
But what about users who are already engaged in relevant content? Why should a user return to a search engine to read other sources on the same subject?
A recent and growing trend in digital and content marketing has been to run content based CPC campaigns on publisher websites linking directly to other relevant content – even on other publishers. If the user is already engaged in that subject then they’ll want to find more relevant content. From an advertiser perspective, these new campaigns differ to traditional CPC campaigns in that engaging content is promoted instead of a brand or product.
The key is to ensure that the additional content offered is relevant to the user and presented in an appropriate and attractive context – not next to gossip or cat stories.
dianomi’s financial commentaries allow astute marketers to present their own content to high quality and relevant users on our network of financial services websites:
1) Audience – our units only appear on premium financial services and business websites such as The Guardian, Morning Star, Reuters, The Financial Times, The London Stock Exchange and many others.
2) Context – our units only include approved finance related content.
3) Engagement – our units show the most contextually relevant campaign to the user according to what they are already reading.
4) Fixed price – we charge a fixed price Cost Per Click – there is absolute certainty with our pricing.
Category: Marketing
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I really have not heard as much debate about Unique Audience as I thought I would and I suspect that many smaller publishers might not be aware of the new plans for online audience measurement at all.
The IAB Australia have recently started to work with Nielsen on ‘Nielsen Online Ratings’ and the idea of this new system is to measure people rather than browsers – the argument for this being that I currently count as 4 Unique Browsers as I use two computers, an iPad and an iPhone. My wife counts as 3 as she has two computers and an iPhone so together we count as 7 unique browsers. This explains why there are now many more ‘Unique Browers’ in Australia than there are people – clearly not a great measurement of websites audiences then.
The other argument for Nielsen Online Ratings is to make measurement consistent between different media such as digital, outdoor and print – thereby boosting digital spend by allowing those who have not yet fully committed to the medium to measure their ROI across all of their campaigns. This should be good for digital too.
The IAB have set up a panel of users who they are intending to monitor to produce this audience data – at a recent talk the exact details were still a little sketchy as to how they were monitoring their panels iPhone usage, for example. One thing that stuck in my mind was that some of the attendees considered that any given website’s ‘unique audience’ was closer to its daily unique browsers than its monthly uniques. If that is true, perhaps it is, then many publishers will be faced with a moment in the near future when they have to update their media kits and explain to existing advertisers that their unique audience is, say, 20,000 instead of the 600,000 unique browsers that they have always claimed. An interesting conversation.
Read more about context, click bait, viewability and ROI.
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dianomi’s Investor Survey is featured in Euro crisis overtakes inflation as investors’ top fear
- Story by: Donia O’Loughlin, FTAdviser
- Published Friday , September 02, 2011
UK investors move away from the euro as the euro crisis deepens, opting instead for “defensive options” like gold, silver and the Swiss franc.
Download PDF:
Euro crisis overtakes inflation as investors’ top fear
Recent Articles
MOST INVESTORS NOT WILLING TO PAY FOR ADVICE
A majority of investors are not willing to pay upfront fees for investment advice and also do not think fund mangers should charge performance fees on top of normal annual management charges, according to a barometer of investor sentiment from financial marketing specialists dianomi™.
From a panel of over 1,750 UK investors, 61% responded that they would not be willing to pay upfront fees for investment advice to a financial adviser rather than an annual commission fee on the fund investments they hold. However, almost half (46%) of the top 5% most affluent investors would be willing to pay.
The research also investigated whether investors would be happy to pay performance fees on funds under management. 75% of investors responded that fund managers should not charge performance fees on top of normal annual management charges. 66% of investors also responded that they do not invest in any funds with performance fees, and when asked if performance fees incentivise fund managers to perform better, 44% of investors responded that they did not.
dianomi also investigated the preferences of UK investors when it comes to fund managers. When asked “How confident would you be of the following fund management groups managing your money successfully?”, investors appeared to have the most confidence in Invesco Perpetual, followed by Fidelity, Jupiter, Aberdeen and JP Morgan respectively. To download the survey and get a full list of the fund managers rated go to: https://www.dianomi.com/surveys
Cabell de Marcellus, co-founder of dianomi, comments, “With a majority of investors unwilling to pay upfront fees for advice and the coming changes envisioned as part of the Retail Distribution Review (RDR), it looks like professional advice will be primarily afforded in the future by the wealthy who appear more open to the idea of paying upfront.”
dianomi-investorsurvey-H2-2011 (PDF)
dianomi is setting new standards in customer acquisition services for the financial sector and its mass affluent audience. dianomi’s client list includes blue chip financial services brands including St. James’s Place, Fidelity, CMC Markets, JP Morgan, Hargreaves Lansdown, Aberdeen Asset Management, Investec and many more.
ENDS
Notes to editors
Methodology: The survey was conducted by dianomi directly with 1,767 UK investors participating in July 2011
About dianomi
The dianomi™ marketing platform enables global brands in the finance and automotive sectors to acquire new customers by targeting the mass affluent across an unparalleled network of white-label partnerships with premium publishers such as The Guardian, Reuters, Yahoo, MSN etc. 30% of the leads dianomi provides its clients come from the UK’s 10% most affluent.
In order to maximize ROI, dianomi’s level2insight™ provides advertisers campaign optimisation, sector benchmarking, in-depth demographics and customer surveys.
For more information, please contact:
By Julian Barkes at dianomi: [email protected] tel: 020 7802 5530
Recent Articles
INVESTORS SELL EURO AND BUY GOLD AS FEAR OVER EURO CRISIS INCREASES
The euro crisis has overtaken inflation as UK investors’ top financial fear, according to a barometer of investor sentiment from financial marketing specialists dianomi™.
From a panel of over 1,750 UK investors, 26% cited the euro crisis as their top current fear rising from only 9% in January. Meanwhile, inflation has dropped from being the number one fear in January to the number three fear after recession. Fear of unemployment has also dropped from 15% to 9%.
| Rank | Which of these economic outcomes do you fear the most? | Jul 2011 % | Jan 2011 % | 6-month %change |
| 1 | Euro Crisis | 26 | 9 | +17 |
| 2 | Recession | 17 | 17 | — |
| 3 | Inflation | 16 | 22 | -6 |
| 4 | Unemployment | 9 | 15 | -6 |
| 5 | Higher taxes | 7 | 10 | -3 |
| 6 | Higher interest rates | 6 | 7 | -1 |
| 7 | Crisis in China | 6 | 7 | -1 |
| 8 | Drop in Sterling | 6 | 4 | +2 |
| 9 | Lower property prices | 4 | 4 | — |
| 10 | Deflation | 3 | 6 | -3 |
The research also investigated which asset classes and sectors are proving most attractive to UK investors in the current climate. Investors are increasingly buying gold and silver while selling gilts and corporate bonds. There appears to be less demand for equities (especially growth stocks), property and alternative investments. For the first time, as many investors reported buying ‘gold & silver’ as buying ‘equity income’ products.
| Which asset classes are you considering buying or selling? | Buy Jul 11 (%) | Sell Jul 11 (%) | Net Jul 11 (%) | Buy Jan 11 (%) | Sell Jan 11 (%) | Net Jan 11 (%) | Buy Aug 10 (%) | Sell Aug 10 (%) | Net Aug 10 (%) |
| Equity growth |
40 |
15 |
26 |
55 |
7 |
48 |
51 |
13 |
38 |
| Equity income |
38 |
12 |
26 |
47 |
6 |
41 |
37 |
8 |
29 |
| Alternative investments |
22 |
17 |
5 |
29 |
9 |
20 |
17 |
13 |
4 |
| Gold and silver |
38 |
10 |
28 |
30 |
11 |
19 |
19 |
10 |
9 |
| Property |
29 |
25 |
4 |
32 |
15 |
17 |
24 |
24 |
0 |
| Fixed rate savings bonds |
30 |
23 |
7 |
28 |
17 |
11 |
29 |
26 |
3 |
| Cash |
27 |
23 |
4 |
18 |
15 |
3 |
22 |
42 |
-20 |
| Forex |
9 |
18 |
-9 |
13 |
12 |
1 |
8 |
9 |
-1 |
| Corporate bonds |
16 |
23 |
-8 |
16 |
17 |
-1 |
24 |
12 |
12 |
| Gilts |
10 |
22 |
-12 |
9 |
18 |
-9 |
8 |
13 |
-5 |
Investment demand for all sectors has fallen except Pharmaceuticals and Utilities, which have increased. The biggest drops were in Europe, Retail, North America and Financials.
| Which sectors are you considering buying or selling? | Buy Jul 11(%) | Sell Jul 11(%) | Net Jul 11(%) | Buy Jan 11(%) | Sell Jan 11(%) | Net Jan 11(%) | Buy Aug 10(%) | Sell Aug 10(%) | Net Aug 10(%) |
| Emerging markets |
41 |
9 |
32 |
51 |
4 |
47 |
48.9 |
5.4 |
43.5 |
| Natural Resources |
41 |
6 |
35 |
45 |
4 |
41 |
31.8 |
3.9 |
27.8 |
| Asia |
34 |
8 |
26 |
41 |
4 |
37 |
31.7 |
4 |
27.7 |
| Commodities |
30 |
11 |
19 |
36 |
6 |
30 |
25.3 |
8.1 |
17.2 |
| Pharmaceuticals |
40 |
8 |
33 |
34 |
5 |
29 |
28.9 |
6 |
22.9 |
| Utilities |
37 |
8 |
29 |
33 |
6 |
27 |
29.3 |
7.3 |
22 |
| Technology & telecoms |
29 |
11 |
18 |
33 |
7 |
26 |
23.5 |
12.8 |
10.7 |
| Infrastructure |
20 |
12 |
8 |
22 |
8 |
14 |
14.7 |
8.4 |
6.3 |
| Financials |
16 |
26 |
-9 |
23 |
13 |
10 |
30.6 |
24.6 |
6 |
| North America |
12 |
23 |
-11 |
18 |
12 |
6 |
9.1 |
22.3 |
-13.2 |
| Europe |
11 |
31 |
-19 |
16 |
15 |
1 |
17 |
22 |
-5 |
| Retail |
8 |
32 |
-23 |
12 |
18 |
-5 |
11 |
30 |
-19 |
dianomi also investigated the preferences of UK investors when it comes to foreign currency. Investors appear very negative on the euro with almost half (48%) describing it as a sell. They also appear negative on the US dollar while very positive on the Swiss franc, Australian dollar and Canadian dollar.
| Currency | Buy Jul 11 (%) | Sell Jul 11 (%) | Net Jul11 (%) | Buy Jan 11 (%) | Sell Jan 11 (%) | Net Jan 11 (%) |
| US dollar |
23 |
27 |
-4 |
19 |
12 |
7 |
| Pound sterling |
27 |
18 |
9 |
18 |
10 |
8 |
| Euro |
9 |
48 |
-39 |
17 |
20 |
3 |
| Swiss franc |
29 |
8 |
20 |
13 |
6 |
7 |
| Australian dollar |
26 |
10 |
16 |
11 |
8 |
2 |
| Canadian dollar |
21 |
9 |
12 |
11 |
7 |
4 |
| Japanese yen |
19 |
15 |
4 |
6 |
10 |
-4 |
| New Zealand dollar |
15 |
10 |
5 |
6 |
9 |
-3 |
Cabell de Marcellus, co-founder of dianomi, comments, “As the euro crisis deepens, UK investors appear to be shifting away from the euro and moving to defensive options like gold, silver and the swiss franc. They also appear to be buying pharmaceuticals and utilities and selling European equities, retail, North America, financials and other sectors.”
dianomi is setting new standards in customer acquisition services for the financial sector and its mass affluent audience. dianomi’s client list includes blue chip financial services brands including St. James’s Place, Fidelity, CMC Markets, Henderson Global Investors, Hargreaves Lansdown, Aberdeen Asset Management, Investec and many more.
dianomi-investorsurvey-H2-2011 (PDF)
ENDS
Notes to editors
Methodology: The survey was conducted by dianomi directly with 1,767 UK investors participating in July 2011
About dianomi
The dianomi™ marketing platform enables global brands in the finance and automotive sectors to acquire new customers by targeting the mass affluent across an unparalleled network of white-label partnerships with premium publishers such as The Guardian, Reuters, Yahoo, MSN etc. 30% of the leads dianomi provides its clients come from the UK’s 10% most affluent.
In order to maximize ROI, dianomi’s level2insight™ provides advertisers campaign optimisation, sector benchmarking, in-depth demographics and customer surveys.
For more information, please contact:
By Julian Barkes at dianomi: [email protected] tel: 020 7802 5530