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Top News: Yahoo Turmoil | Search Engine Rankings | Second Guessing Second Price | Amex Tests SoMe Commerce

Ad Technology: Debunking Ad-Tech Myths Agency News: Little Caesars Taps BFG 9000 for National Creative Brand Takes a Tweeting Campai  [...]
Posted: Monday, May 14th 2012

New App Pushes Newspaper Display Ads, Daily Deals to Facebook

  [...]
Posted: Friday, May 4th 2012

IAB's Click Measurement Guidelines Filter Frauds

The Interactive Advertising Bureau (IAB) has released its Click Measurement Guidelines, the parameters with which publishers and advertisers can uniformly sell and buy cost-per-click advertising. In addition to helping identify and discard fraudulent clicks, the Guidelines: Define the life-cycle of a "click," and the standard by which clicks should be measured and counted. Provide agnostic terms to streamline the  [...]
Posted: Tuesday, May 12th 2009

How-To: Removing Negative Keywords to Boost PPC Conversion

As pay-per-click (PPC) advertising builds in popularity, prices have likely gone up for top-converting keywords in your sector. Maximize conversions by taking the time to cut "negative keywords" out of your campaigns. "Negative keywords" are "unrelated search terms that mistakenly trigger your ad," writes Adotas. If your site specializes in cowboy hats, you don't want to pay for visits from people seekin  [...]
Posted: Wednesday, May 28th 2008

Networks to Distribute Advertising Make-Goods Up to 3Q08

Three major networks have begun to compensate advertisers for abominable TV ratings for the fall season. Compensation comes mainly in the form of extra ad time. But according to some media buyers and network heads (via Reuters), NBC has begun paying its dues in cash. NBC stated its refunds form "an extremely small portion of NBC's business and accommodate the changing needs of our clients' marketi  [...]
Posted: Thursday, December 13th 2007

Like TV's Ad Model? Good, 'Cause it's Coming to Online Video

As online video matures, the buying and selling of ads alongside it increasingly resembles the old television model, reports Mediaweek. One of the biggest changes amongst high-profile sites is the adoption of a model based on impressions delivered, along with guarantees a goal will be reached. ABC and MSNBC have switched to that model from a flat-fee model that was more indi  [...]
Posted: Tuesday, November 20th 2007

'Transparent' TV-Style Ads Make YouTube Debut

Today YouTube debuts its in-video advertising component. Across the bottom of a video screen, a Flash-based overlay will play while a clip is being watched. The style is reminiscent of the format of TV commercials, with the exception of some web-savvy adoptions, including slight transparency and the ability to skip them. If users find the ads too intrusive, a mere click will make them disappear. This move was an attempt to be "respectful of the community while offering somet  [...]
Posted: Wednesday, August 22nd 2007

Nielsen Shuts Window on Pageview Rankings

Yahoo reports that Nielsen/NetRatings will be scrapping the pageview-based rankings system that's long comprised the industry's webpage yardstick, in favor of tracking the length of time visitors spend at sites. The move comes as new technologies, such as online video and AJAX, chip at the relevance of pageviews. AJAX in particular is tricky, as  [...]
Posted: Tuesday, July 10th 2007

Brands Create Own Shows - Cheaper than TV Ads

To solve the problem of TV viewers' not liking ad interruptions, some brands are creating their own shows, reports USA Today. Gillette, for one, is producing an ABC prime-time reality series starring a group of NASCAR drivers dubbed the "Young Guns," who are featured in its TV ads and online. Gillette is a NASCAR sponsor for each driver and his race team. An MTV special produ  [...]
Posted: Wednesday, April 11th 2007

Behavioral Targeting Finds Audience Sweet Spot for Snapple

Poised to become $1.5 billion a year market according to eMarketer, behavioral targeting - used by Snapple in a test - found an unexpected affinity group for Snapple's new premium line of  "Good for You" green teas, which the company assumed would target fitness nuts (via AdAge). To test that theory, MEC Interaction w  [...]
Posted: Wednesday, January 24th 2007

Starcom's New Tool Measures an Ad's Real Worth

In the continuing debate on measuring online advertising, Starcom says it has found a way to track not only the ad that people eventually click on but also the impressions leading up to that final click, according to AdAge. For example, a rich-media homepage takeover - despite being the more effective unit - may incorrectly be assigned less value than a simple bu  [...]
Posted: Wednesday, January 3rd 2007

Google Finally Explains Quality Score

Google on Tuesday issued a clarification and extensive explanations regarding its Quality Score - used to calculate an advertiser's minimum bid. The previously vague guidelines now instruct advertisers on how they can improve their q  [...]
Posted: Wednesday, December 20th 2006

MMA Updates Mobile Marketing Guidelines

The Mobile Marketing Association has updated its guidelines for marketing to children, shortcodes and viral marketing, reports MediaPost. The updated guidelines call on industry participants to comply with all laws dealing with children and marketing, particularly the federal Children's Online Privacy Protection Act, or COPPA. Mobile content providers may need to change the adver  [...]
Posted: Monday, November 27th 2006

Advertisers Eager for e-Media Exchange, Cable Cautious

eBay's highly anticipated e-Media Exchange, the proposed online auction service for buying and selling TV spots (as well as radio and print), offered a preview to advertisers and agencies last week. While advertisers like Wal-Mart, Home Depot and Toyota are cheering the new system, cable networks are taking a more skeptical view, writes MediaWeek. Cable nets will reserve judgment on the servic  [...]
Posted: Tuesday, November 14th 2006

Media Buyers Glad Google Bought YouTube

Media buyers are confident that Google can extend its successful ad model to video with the purchase of YouTube. Google's experience in online advertising and ability to provide appropriate ads for buyers is making many agencies optimistic about the future of ad buying on YouTube, AdAge reports. "With the likes of Google, we do have a deeper comfort that people that understand our programming guidelines are involved in   [...]
Posted: Wednesday, October 11th 2006

PodZinger to Launch Video and Audio Ads, Share Revs

Web-based audio and video search engine PodZinger announced it will launch its own ad platform and begin offering podcast and other content partners an ad revenue share program. PodZinger plans to show 10-15-second audio or video ads and will share ad revenue with content creators who sign up for the free service,   [...]
Posted: Thursday, October 5th 2006

Prices of Brand-Related Search Terms to Soar

The prices of premium search terms will soar in the coming years, predicts the executive editor of SearchEngineWatch.com. An increase in premium keyword costs will be the result of greater numbers of major brands' entering the search marketing arena, Chris Sherman said during his keynote address at MediaPost's Search Insider Summit, MediaPost   [...]
Posted: Friday, July 21st 2006

Atlas: Network CPA Ads Result in Duplicate Costs

Marketers who buy cost-per-performance ad inventory from networks could be paying for the same customer more than once, according to "The Hidden Cost of Pay-for-Performance Media" study by aQuantive's Atlas, MediaPostwrites. Different ad networks often take the credit for the same customer who, for example, visited those networks and saw ads on the  [...]
Posted: Monday, June 12th 2006

Auto Execs Eager for Online 'Upfront' Ad Deals

In what has become a de facto online upfront, some automakers are looking to close advertising deals with popular auto websites before the second quarter comes to a close - even while auto execs are spending their time this month negotiating upfront network TV agreements in New York, writes BrandWeek (via MediaBuyerPlan  [...]
Posted: Wednesday, May 24th 2006

Direct Revenue to Clean up Act with Behavioral Network

Adware firm Direct Revenue, hoping to build a better reputation, is forswearing pop-up ads and is instead building a behavioral marketing network, to be launched in 1Q06, as Claria has done, reports ClickZ. It is developing a new adware product that will be compliant with TRUSTe's recently announced Trusted Download effort and will build a user base   [...]
Posted: Monday, November 28th 2005