OPA Says Display Packs Punch - It Must Be True!; The Yahoo! Savior?; Google AdWords And Phone Call Metrics

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OPAHere's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

New OPA Study Touts Display

The OPA is back! - as Mediaweek's Mike Shields looks at a new report from the Online Publishers Association (OPA). He capsulizes it as follows: "The Online Publishers Association is so adamant about convincing traditional brand advertisers that good display advertising can pack an emotional wallop that it tapped Innerscope, a media research firm that specializes in neuroscience and biometrics." Read more. And, view the Powerpoint presentation from the OPA (PDF). And, read the OPA press release.

Stay With Multiple Ad Networks

Goodway Group's Jay Friedman takes on the topic of ad network reach duplication when buying across multiple vendors and argues that duplication may occur, but there are still important reasons to stay with the multi-vendor approach. Among many points, he offers, "As different networks', exchanges', DSPs', or portals' ad servers apportion out a budget during the month and day, it’s simply very unlikely any one advertiser will be bidding against themselves for the same impression, much less hitting the same user too often throughout the campaign." Read it.

Yahoo! Savior?

Diane Mermigas writes on MediaPost that the hiring of Ross Levinsohn by Yahoo! is an important strategic moment for the company as she writes, "As Yahoo's new executive vice president of American operations, Levinsohn will waste no time bringing more interactive technology, social and hyper-local commerce elements to Yahoo's underrated $6 billion-plus platform and 640 million unique visitors to strengthen its advertising and content hand. He won't be shy about tapping his broad media experience and contacts to attract new talent and partnerships to the world's biggest Web portal." Read the piece.

Ad:tech Ruminations

From his blog, Doug Weaver writes what he'd like to hear during at this week's ad:tech show in New York City. He offer this guidance to ad networks, "How will you all add value to the market instead of just reducing costs. Winning the race to the bottom just means you crash first." Read more.

Ad Call Metrics

Google announced more full-stength tools for AdWords advertisers as call metrics are available to measure the phone calls that AdWords generates. Google Voice and a unique phone number are integrated into the campaign. Read more. A side note - How much longer til you'll be able to opt-in your Google voice phone number for better ad targeting in return for some bennies such as free phone, "cable" TV, etc. from Google? Also, read an interview with AdWords chief Nick Fox on Ad Age.

Marketing To Millennials

The New York Times has a story about how targeting millenials these days has changed from aspirational, luxury themes to more personalized needs. (If only real-time bidding capabilities for millennials in the offline world. RTBM?) The Times' Elizabeth Olson writes, "Tapping into the personalization trend, the jewelry wholesaler Gottlieb & Sons decided to abandon its nationwide advertising approach and, instead, link up with independent jewelry stores with a campaign intended to raise the stores’ profiles in their local markets." Local ads and targeting individual impressions - online ad trends are echoed offline and vice versa. Read more.

NYC Investor Pool Grows

On The Wall Street Journal's Digits blog, Alexander writes that NYC-area tech entrepreneurs no longer need to load up the truck and move to San Francisco. He cites new data: "The latest numbers from PricewaterhouseCoopers and the National Venture Capital Association show third-quarter investment in New York rose 22 percent over the last year to $335 million. More than 60 percent of those deals were early or seed stage investments, which came from the city’s active Angel community and a new generation of VC firms like Betaworks and Union Square Ventures." Read more.

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