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Facebook, Like the Rest of the Industry, Looks At More Flexible Ad Pricing

Facebook appears to be experimenting with more flexible ad price models, based on an account in All Facebook.  The publication reports that a Facebook advertising test is currently underway in which marketers are charged per action—namely, it is adding likes and comments to the clickthrough-based price model. The social network told All Facebook the test was being conducted to allow marketers "to indi  [...]
Posted: Friday, December 16th 2011

Private Mobile Exchanges, RTB Advance with Nexage's New Offering

Mobile ad exchange provider Nexage has launched a private exchange for premium publishers and developers. Its launch follows a series of similar developments in this space, building support to the notion that both private exchanges and real-time bidding--the private exchange is built on Nexage integrated RTB platform--is becoming a favored way to buy and sell online ads. Nexage touts the   [...]
Posted: Wednesday, December 14th 2011

RTB Mobile Debuts in Asia

Real-time bidding functionality has been proliferating on the mobile platform – and is now expanding into overseas markets. Adiquity Mobile Ads Platform has launched an RTB exchange for Mobile Ads, the first, it says, from Asia. The platform’s global ad inventory is accessible through Adiquity’s Ad network partners, transacting seven bill  [...]
Posted: Tuesday, November 8th 2011

RTB Gets its Own Mobile Auction Site

MoPub, the mobile advertising startup founded by former AdMob and Google employees, has launched a real-time bidding auction place for mobile ads. Called MoPub Marketplace, it is a self-service platform that connects app publishers with ad buyers. MoPub points to its optimization algorithms as a market differentiator, saying they are designed to maximize revenue for publishers across both iOS and Android devices. It is als  [...]
Posted: Thursday, October 27th 2011

A Marketer's Guide to the Daily Deal Market Beyond Groupon and LivingSocial

Merchants that participate in the daily space must choose carefully on which sites they will advertise. Groupon and LivingSocial have huge scale, but companies that immediately go to these firms without considering the alternatives may be doing themselves a disservice. At one time, the daily deal market was typified by sites that offered little personalization or localization for merchant or buyer. That changed a few short years ago when sites such as Groupon and Livin  [...]
Posted: Monday, August 29th 2011

Three Examples Make a Trend: NBCUniversal Creates Private Ad Exchange

NBCUniversal has rolled out a private ad exchange for select digital agencies, including BlueKai, Nielsen and Quantcast. It is part of an online ad network it launched a year ago, meant to offer clients d  [...]
Posted: Friday, July 22nd 2011

How to traffic mobile placements through DFA | Navigate adCenter’s new budget options

How to Traffic Mobile Placements Through Mobile trafficking in DFA is very similar to standard image trafficking with a couple key differences -- as long as the publishers on the media plan are able to dynamically serve mobile ad tags to users, writes Google’s DoubleClick blog. For instance, to create a mobile placements you select   [...]
Posted: Thursday, July 21st 2011

Is Project Devil the Industry's Next iAd?

Hearst has announced plans to move forward with AOL's Project Devil ad format - that is, its interactive ads that are four times the size of regular online ads, created by its display unit Pictela. The publisher will be running the ads in such sites as Cosmopolitan.com, MarieClaire.com, and Esquire.com, acc  [...]
Posted: Wednesday, May 4th 2011

Internet Ad Revenues Post 15% Growth; Mobile Breakout Makes Debut in IAB Report

More good news for the online ad industry: the IAB Internet Advertising Revenue Report for 2010 and Q4 2010 posted record growth for both periods. The figures, prepared by PwC US, shows that revenues for 2010 reached a record $26 billion, up 15% from 2009. Fourth quarter revenue also hit new highs at $7.45 billion, up 16% from Q4 2009 and 19% from Q3 2010. Search Wins the Day; Sponsorship Posts Most Growth   [...]
Posted: Wednesday, April 13th 2011

Facebook's Self-serve Ad Prices Steadily Rising; SMBs Step Up to Meet Them

Facbook’s ads rose 40% per click last quarter, a new report by Efficient Frontier finds - a rise that topped prices on the social networking site for the previous three months. It was Facebook's self-service ads that posted the strongest increase - not the premium ads on home pages, Efficent Frontier's senior director of business analytics Siddharth Shah,   [...]
Posted: Monday, April 11th 2011

The Deflating Value of a Facebook Fan; Now at $1.07

A consumer who became a fan on a brand's Facebook page via an ad is worth about $1.07. At least that is what the cost of advertising is to the brand to attract said fan, according to an analysis by the Wall Street Journal of new data from Webtrends. The report has generated much digital ink as it also showed that the   [...]
Posted: Thursday, February 3rd 2011

AdBrite CEO: Bidded Marketplace Will Drive Best Yield for Video Publishers

Video publishers should not angst over whether to sell video through an exchange or place it directly - unlike the supply-demand dynamics in display, there is a clear case to put the inventory on an exchange and let the market set a price, Iggy Fanlo, CEO of AdBrite, tells MarketingVOX. In the case of search, there is more demand than supply for most queries so few publishers sell their own placements. With display, premium publishers have found there is m  [...]
Posted: Thursday, October 7th 2010

Reading Between the Lines of Bing-Yahoo's CPC Rate Increase

A newly-released study by GroupM Search confirms what many search marketers had expected might happen: a cost-per-click price increase with the merger of Yahoo! and Bing. The initial period of transition will be extremely volatile, the report warns: during the first three-week period post-transition, advertisers can expect an average increase of 64% over current Bing CPCs for unbranded key  [...]
Posted: Tuesday, September 21st 2010

Top Industry News for 9-01-10: Target to sell Facebook Credits gift cards

E-Commerce: Target to sell Facebook Credits gift cards. Online Ad Market: Start-up seeks to outflank Google in display market. Google lays out display ad strategies.   [...]
Posted: Wednesday, September 1st 2010

Top Industry News for 8-24-10: Google tests recall button for e-mail

Technical Innovation: Google tests hidden button to stop e-mails from being sent. Campaign & Creatives: Social media drives Hyundai uncensored campaign. Ad Technologies:  [...]
Posted: Tuesday, August 24th 2010

Marketing Data RoundUp: Online video ad spend to reach $2.7B

Following are recent findings by various studies on marketing and advertising-related topics. For a more in-depth look at some of these subjects, visit our sister site, MarketingCharts.com. Online Video Ad spend to Reach $2.7B Online video advertising and related media spend is forecast at $2.7 billion in 2010, according to AccuStream Research. In-banner video spend surpassed pre  [...]
Posted: Thursday, August 12th 2010

Marketing Data RoundUp: What is the best allocation of interactive media spend?

Following are recent findings by various studies on marketing and advertising-related topics. For a more in-depth look at some of these subjects, visit our sister site, MarketingCharts.com. A Formula for the Optimal Allocation of Interactive Media Spend The optimal allocation of interactive media spend should be between 1.6x and 2.2x the percentage of the budget originally allocated to interactive,   [...]
Posted: Thursday, August 5th 2010

Will Google's New Mobile Ad Format Usher in CPA on a Wide Scale?

Google has launched a new mobile local ad product that extends the click-to-call phone number functionality that debuted at the beginning of the year. This latest enhancement lets marketers embed maps within expandable ad units, and then target the ads according to a customer's immediate location.   [...]
Posted: Tuesday, August 3rd 2010

Unlike Promoted Tweets, Earlybird May Work

Twitter's first Twitter account to promote deals from select advertisers, Earlybird, has launched with its first deal. According to the Twitter Blog, the site’s first exclusive offer comes from The Walt Disney Studios. "For a limited time, @earlybird followers in the U.S. can get a special deal on tickets for "The Sorcerer's Apprentice," a new feature film from Walt Disney Pictures and Jerry Bruckheimer Films that opens   [...]
Posted: Wednesday, July 14th 2010

TwidVid Launches SocialAds Video Ad Network

Twitter video hosting service TwitVid has launched standalone video advertising network called SocialAds. Its goal is to help businesses connect with customers by collecting followers and retweets for their advertising campaigns. The company is positioning it as a departure from the traditional pre-roll ads that dominate video advertising now, offering access to social medi  [...]
Posted: Monday, July 12th 2010

Top Industry News for 7-12-10: Social media is sinking ad pricing

Ad Pricing: Social media sinks online ad pricing. Social Media: Can the Foursquare keep up with marketers' demand? Gowalla - we're still in the   [...]
Posted: Monday, July 12th 2010

Google Pushes Forward With CPA Online Ad Model

Google is pushing forward with its beta of an ad format that could - if it is successful - lead to a wider acceptance of the cost-per-action online ad model. Over the past half year the search giant has been testing a service in which marketers pay only for ads that have been acted upon by consumers - such as a purchase or registration on a web site, Investor's Business Daily   [...]
Posted: Tuesday, June 29th 2010

iPad Ad Creators Claim Better Engagement than Online Counterparts; Ford Concurs

iPad campaigns from Target, Dove and Ford Lincoln all had higher levels of user engagement than their online campaign counterparts, according to textPlus, an ad-supported mobile application that allows free unlimited texting over Wi-Fi and on the iPad. textPlus partnered with PointRoll to create some of the first iPad apps that ran in the days following the iPad’s release, the companies say. (  [...]
Posted: Thursday, June 17th 2010

Digital Media Spend Remains Traditionally Focused

The breakdown of media spend in digital is focused mainly on traditional online media choices, according to a recent study from digital marketing agency Razorfish. Highest Percentage of Digital Ad Spend in Established Online Media Online media outlets that have existed for a long period of time, such as verticals, search, ad networks and portals, received the bulk of digital ad dollars spent in 20  [...]
Posted: Tuesday, June 15th 2010

What's New For Marketers in the Apple-Google War? (Not Much)

Apple dropped the equivalent of a nuclear bomb on Google this week with its revision of its developer policies. Now, only "independent" ad-serving companies will be able to serve ads for the iPhone. That rules out AdMob, now owned by Google. The changes also appear to target third-party app usage analytics firms. Flurry, in particular, has been singled out for criticism by Jobs. Such applications are also banned from the iPhone. The Federal Trade Commission has taken an interest and is rumor  [...]
Posted: Friday, June 11th 2010