Archive for March, 2010

One Minute Match Up Recap: Did they break through at Breakthrough?

Posted by Adam Kleinberg on March 25th, 2010 at 12:00 am

Miss the iMedia Breakthrough Summit in sunny Florida this week? Are you an iMedia vet who has slogged your way through the infamous One Minute Match Ups and feeling a pang of nostalgia for that frenetic hour of power? Are you just interested in an overview of the companies shaping the digital media landscape? 
Lucky for you the One Minute Match Up recap is here. Here's a list of the companies I met this week—and a gauge of how well their sales team is doing as describing their wares. Did I get it right? Let me know in comments.
DBG - Digital Broadcasting Group is one of a handful of video ad networks that seem to be more interested in becoming a video producer than a network. They produce branded content on the cheap and bury the production costs in the media buy. I don't know what this says about their network, but brands are hungry for content. I'm interested in understanding better how they work with creative agencies.
Adconion/Joost/Red Lever - Adconion's family of properties is another one in the space providing a comprehensive video solution. Now, I'm a student of brand positioning, so I keep busting their... Read more

New study shows BT works really well, but will results save BT?

Posted by Mario Sgambelluri on March 25th, 2010 at 12:00 am

A new study by the Network Advertising Initiative finds behaviorally targeted ads get double the clicks of non-targeted ads. (CNET) Better still, those that click on behaviorally targeted ads are three-times as likely to make a purchase.
Those are terrific numbers, but this sounds familiar. Remember in 2002 Gartner reported pop-ups earned double the clicks as standard banner ads.  And we all know what happened to those.
Point is: It's going to take more than good results to save behavioral targeting from the same fate as pop-ups (or telemarketing, for that matter). As you probably know, a couple of bills are inching their way up Capitol Hill that could seriously impede behavioral targeting. And thus far, the effectiveness of targeting isn't the focus.
According to one expert: "Policy discussion around behaviorally-targeted advertising has lacked a critical foundation, because there had never been an empirical assessment of the value of such advertising." (Econsultancy)
Despite the risk of a "collision course with privacy advocates… maybe even congress," one company that isn't slowing down with behavioral targeting efforts is Google. The company announced this week they're moving their new behavioral targeting product out of beta. (All Things Digital)

Trend watch:

Posted by Mario Sgambelluri on March 24th, 2010 at 12:00 am

Have you heard of "haul videos" yet? They're homespun video shorts (around 10 minutes) where (mostly) teen girls show off the gear they just bought at the store. Sound like nonsense?  Well, these vids are racking up millions of views on YouTube (amounting to millions of hours of product spotlight).  Not only that, but sponsors are jumping in and one haul video vlogger dropped out of high school to focus on the sport...  

Advertising Networks & Quality 101

Posted by Michael Sprouse on March 24th, 2010 at 12:00 am

The following column was written by Brett Lofgren, senior vice president of global advertising sales, at Epic Advertising.
I get asked a lot about "quality" when it comes to ad networks. Quality is a very general term when applied to online marketing. However, even though the term may seem vague, there are some very discernable areas of value that quality networks provide to advertisers and publishers alike. In short, every great ad network should have a focus on quality, because if the traffic going through your network is poor or fraudulent, it creates problems for everyone.

The topic is so important, in fact, that there is an area of the Interactive Advertising Bureau (IAB) devoted solely to consistently maintaining and updating a set of standardized guidelines for advertising networks called the Networks & Exchanges Quality Assurance Guidelines. The guidelines are intended for networks and exchanges that drive online transactions with marketers and agencies. Epic Advertising's CMO, Mike Sprouse (who usually pens this column), is on the member committee, and many other reputable networks are also represented.

At its core, ad networks provide advertisers with immense scale and reach in an efficient way. They also offer advertisers a significant pricing advantage. Networks work with... Read more

Google Analytics Opt-Out

Posted by Brandt Dainow on March 24th, 2010 at 12:00 am

Google Analytics have announced they will offer people the ability to opt-out from Google Analytics in the next few weeks. People will take this option via a setting in their browser.
There are more questions than answers about how this will work. In particular, how this will impact Adword (PPC) reporting? We have no way of knowing how many people will opt-out, but it could be the majority in the long term. It depends on how easy it is to use the opt-out and how much publicity it gets.

Google's Announcement in full:

Google Announces

As an enterprise-class web analytics solution, Google Analytics not only provides site owners with information on their website traffic and marketing effectiveness, it also does so with high regard for protecting user data privacy. Over the past year, we have been exploring ways to offer users more choice on how their data is collected by Google Analytics. We concluded that the best approach would be to develop a global browser based plug-in to allow users to opt out of being tracked by Google Analytics. Our engineers are now hard at work finalizing... Read more