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
Archive for March, 2010
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)
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...
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:
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