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Bolloré Group Wants More; YouTube Losing To Facebook

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Moré For Bolloré

Bolloré Group wants to increase its stake in Havas Group from 36% to more than 50%. Adweek reports, "Havas described the offer as ‘friendly,’ but said its board had appointed an independent expert to assess the terms.” Earlier this year, Bolloré Group scion Yannick Bolloré stepped in as CEO of Havas, and there has been talk of a merger between the agency company and Vivendi, where Bolloré also has a position – but Yannick doesn't love bloat. “We don’t think bigger and fatter is always better,” he said onstage during Advertising Week. Read AdExchanger’s coverage.

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Programmatic Speeding Up; MediaMath Acquires Upcast

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Programmatic Gains Speed

Programmatic ad spend in the US will surpass $10 billion this year, according to eMarketer, and is growing at a rate of 137%. According to the research, ad spend on automation will double to $20.4 billion by 2016. “Today publishers largely guard high-value ad inventory such as TV and premium digital video content, though we expect a greater number of ads sold programmatically in these formats starting in 2015,” said eMarketer analyst Lauren Fisher. “Those who do decide to turn to programmatic, however, are likely to do so via programmatic direct, where they can still secure inventory guarantees.”

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Beset By Data, Nissan Demands More Integration At The Agency Level

roel-de-vriesMarketing is more than ever a science, but that doesn't mean it should become less of an art, according to Nissan's marketing chief.

"It's the era of big data. To the most detailed level we can check who's buying what and where and when, as well as people's behaviors and actions," the automaker's global head of marketing, Roel de Vries, told an audience at the Association of National Advertisers' Masters of Marketing conference on Thursday.

But de Vries said he believes the ready availability of so much data has been at least partly negative. "Over the last 10 years we started communicating so many messages by so many channels using so many agencies that I believe the impact of what we do has been minimized," he said.

It's the marketer's job, de Vries said, to prevent the surfeit of data from clouding the brand message. There's no question that leveraging customer analytics drives business growth.

"But it wasn't the data that achieved this," he said. "What will make our brands stand out is the clarity and consistency" of the creative.

Nissan sells 5.2 million cars each year, and people shop for a car on average only once every six years, de Vries said. As a result, "We spend a lot of money on the 0.01 people who are about to buy a car."

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DoubleClick Bid Manager Volume Doubled In Past Year, Google Q3 Revenue Up 20%

google Q3Google’s Q3 revenue rose 20% year over year to $16.52 billion, though it continued to see click volume rise (17% YoY) and cost per clicks fall (2% YoY).

Google sites comprised about two-thirds of revenue, for a total of $11.25 billion. Partner sites contributed $3.43 billion, or about 20%.

Google’s O&O paid clicks (which include YouTube's TrueView products and ads on its Maps and Finance pages) increased 24% year over year, while paid clicks within its network increased just 2%.

The numbers disappointed Wall Street, which expected slightly higher earnings per share. In after-hours trading, the stock price fell 2%.

During the earnings call, CFO Patrick Pichette introduced Omid Kordestani as the permanent chief business officer. Kordestani had served as interim CBO after Nikesh Arora left the role last quarter for a position at SoftBank Corp.

Kordestani joined Google in 1999 and built the business side. He left in 2009, but served as an adviser to CEO Larry Page before stepping into the role of CBO.

Kordestani pointed out the growth in Google's programmatic platforms, with impression volume on DoubleClick Bid Manager, the DSP formed from the acquisition of Invite Media, doubling in the past year.

On the publisher side, Kordestani said the number of private exchanges doubled from the previous year as publishers turned to private exchanges to generate revenue from premium ad space. Google signed publishers FOX TV and Edmunds this quarter, Kordestani said. (more…)


Meredith Goes Native; What Yahoo Needs

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Meredith Adopts Native

Battling falling CPMs and banner blindness, Meredith Corp. is the latest publisher to hop on the native ad bandwagon. The first glimpse of sponsored content will surface later this month via FitnessMagazine.com, which relaunches Wednesday. According to Meredith SVP and Chief Digital Officer Andy Wilson, the publisher’s writers could get a crack at producing branded content. “We’re continuing to look at what involvement we have from the editorial side,” Wilson said. “We’re keeping an open mind.” Meredith will roll out the native spots across its top 10 sites, including Better Homes and Gardens, Allrecipes.com and Parents. The publication has yet to name participating advertisers. Digiday has more.

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Ensighten Acquires Anametrix, Tackles More Than Tags

EnsightenAcqEnterprise tag-management specialist Ensighten has acquired multichannel marketing analytics startup Anametrix for an undisclosed sum, the companies announced Wednesday.

The duo’s relationship dates back 18 months and had already manifested in a number of joint product integrations. Owning Anametrix was the natural next step, according to Ensighten’s founder and CEO, Josh Manion.

Anametrix was founded in 2010 by alums of WebSideStory (a web analytics tool acquired by Omniture in 2007) and employed 30, all of whom will join Ensighten. The acquisition adds an analytical backbone to what Ensighten calls its “Agile Marketing Platform.”

“We had already been able to collect and do some [analytical] reporting, but I wouldn’t have confidently said it was a next-generation platform prior,” Manion admitted.

Anametrix, according to CEO Pelin Thorogood, will enhance Ensighten’s tag data with insights around pricing and real-time trending topics, as well as offline data like call center logs.

Describing a use case for Anametrix, Thorogood said a number of automotive and retail brands use the platform to optimize marketing campaigns based on varying degrees of brand loyalty.

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Bing's Other Rival; Exaggerating Ads

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The Other Search War

Bing put up a good fight, but Google Chairman Eric Schmidt says the company’s biggest rival in the search arena is Amazon. "People don't think of Amazon as search, but if you are looking for something to buy, you are more often than not looking for it on Amazon,” Schmidt said during a speech in Berlin on Monday. “They’re obviously more focused on the commerce side of the equation, but, at their roots, they are answering users' questions and searches, just as we are.” Read on via The Drum.

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Coastal.com CMO: Programmatic Is 'Where Marketing Will Go'

Braden Coastal CMOEcommerce is a “clean business” when it comes to attribution. That's one reason why 90% of media dollars at contact and eyewear company Coastal.com go toward influencing sales: It's easy to tell if those tactics actually work.

After tracing the path from advertising to a sale, that same data is applied to make the advertising smarter and more effective. Which is one reason Coastal.com CMO Braden Hoeppner is a fan of programmatic.

“I look at programmatic as the place where all marketing will go. From emails to site personalization, it will all be one-to-one marketing,” Hoeppner said.

Coastal.com manages all digital campaigns in-house, working directly with technology partners such as MediaMath subsidiary Adroit Digital. “We are very nimble. Because we have those direct relationships, we can respond to changing dynamics in the market or our strategy quickly,” Hoeppner said.

The Vancouver, Canada-based eyewear company started out selling contact lenses 15 years ago online. Seven years ago it added glasses. While the online eyeglasses market is “nascent and emerging,” Hoeppner assessed, it’s “much more mass-market. Contact lenses is 15% of the population, while glasses [includes] 70% of people that need some form of vision correction.”

Coastal.com recently expanded into offline commerce, opening three retail stores in Canada.

AdExchanger spoke with Hoeppner about how Coastal.com manages its programmatic spend and the future of programmatic marketing. (more…)


Automating Local TV Sales; Salesforce's New Analytics Tool

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Automating Local TV Sales

WideOrbit is supporting a new “live environment” for trading locally sold, linear TV. The offering was created in partnership with IPG’s MAGNA GLOBAL and Tribune Media and includes “linear television station inventory across customized geographic areas ranging from specific DMA footprints to total US coverage,” according to a press release. WideOrbit acquired Admeta in July and put two of its top executives in charge of programmatic sales and product.

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CEO Of Beauty Startup Julep Talks Using Digital Media To Grow Business

Jane Park Founder JulepBeauty startup Julep has grown up in the age of social. The brand uses Facebook, blogs, and surveys in order to interact with customers and encourage them to have a stake in the brand.

“We’re one of the first beauty brands to have grown up post-social media,” CEO and founder Jane Park said.

After all, what customer wouldn’t want to buy an item she crowd funded into production, or a nail polish color she voted on? The brand started out building a chain of nail salons in 2007 but has since shifted focus to its ecommerce line of beauty products as well as its subscription beauty box.

Julep releases 300 products a year thanks to input from its 6,000-strong Idea Lab, a panel of customers who answer surveys to help inform Julep’s product direction. To create its new nail polish applicator, the Plié Wand, it turned to crowd funding, asking Julep’s customers to pre-order the wand in order to fund its production.

Julep also has a subscription program in which members – or “Mavens” – receive a monthly box of goodies and discounts in the ecommerce store. They’re also among Julep’s most loyal, engaged customers.

Julep’s social, collaborative ethos also comes into play with its marketing. Julep creates ads for important moments in the customer’s life, be it a birthday or an engagement, through social ads on Facebook. It’s one of the beta partners with Pinterest as Julep attempts to monetize its DIY-driven audience.

“We want to be the most transparent and collaborative company in beauty at scale,” founder and CEO Jane Park said. The brand is on track to triple its revenue this year, after experiencing similar growth from 2012 to 2013.

The social native brand moves fast and hard into new territory in digital marketing. (“My team is probably going to die if they hear the word 'click-to-install' from me one more time,” Park said about an upcoming app campaign.)

“If you’re a bigger company used to two-year timelines around marketing campaigns, shooting a celebrity on a photo shoot and buying print advertising for it, then it’s really scary to start interacting socially because it cuts against everything you’re doing,” Park said. “We grew up in an era where it was, why don’t we do this? Can’t we build a brand faster without the heavy machinery of more traditional marketing?”

Park talked to AdExchanger at the Shop.org Summit about how Julep approaches digital marketing in a social media age. (more…)