Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
The Vertical State of the Display Ad Market
In a piece by MediaWeek’s Mike Shields, Adify is reporting that display ad prices are rebounding and names categories such as Real Estate ($6.49 CPMs in Q2, was half that in Q4 2008) and Sports ($7.09 CPM in Q2, +18% from Q1). The highest CPM was in Travel at over $19. Shields notes that there was some weakness, too, in the “parents” and “beauty” verticals. Read more.
Baidu Opens New Ad System
Aaron Back and Loretta Chao of The Wall Street Journal cover the Chinese search engine, Baidu, and its new advertising system called Phoenix Nest. The new system makes it clear what is paid advertising and what isn’t – which is evidently something that even state-run television in China was complaining about. Learn more here.
Exchange Commission Missive
The UK’s Peter Kirwan discusses the anticipation around the upcoming revision to Google’s DoubleClick Ad Exchange, AdEx, in his article, “Google’s Ad Exchange 2.0: The high price of rebuilding online display markets.” Kirwan notes that Google’s plans to take a 20% commission fee which he says is a large fee that he hope is gradually reduced due to competition that he identifies as AdECN, BidPlace and Yahoo!’s Right Media.
Making Money In Real-Time
Venture capital is seeing “real-time” as a new vertical for investment. VentureBeat’s Matt Marshall and Kim-Mai Cutler report that VC Ron Conway has already invested in a slew of companies whose business models are built on real-time data-sharing and collecting technologies – primarily in the social media space – including Twitter, Bit.ly, CoTweet, Fliggo, TweetDeck, and Twitvid. Read more.
The CroMagnons of Display
Aaron Finn of AdReady (AdExchanger.com Q&A) and Chip Hall of Teracent (AdExchanger.com Q&A) assist ClickZ’s Brian Massey with his humorous review of the evolution of display advertising as the opportunity in search “plateaus” according to Massey.
Oh Canada Ad Network
A Canadian ad network which specializes in aggregating offers from your favorite, printed Sunday circulars is bringing its business model to the U.S. with a new ad website to be launched in October, Zip2Save.com. In partnership with many local newspapers through holding company, LocalPoint Media, Zip2Save.com will allow consumers to “register with the site to receive e-mail alerts each time one of their favorite retailers posts a new circular” according Jon Chesto of local newspaper, The Patriot Ledger.
Hawaiian Display And Google Content
MediaPost’s Laurie Sullivan looks at a recent campaign by Razorfish’s serach team that is largely a branding effort. According to Sullivan, “The campaign increased advertising revenue by 3% year-over-year during a challenging time for the airline industry.”
Reach-Frequency vs. Propagation-Durability
Former Tacoda/Real Media CEO, Dave Morgan, tweeted this post yesterday which suggests a next stage of cross channel attribution that goes beyond reach and frequency to something the poster calls “propagation-durability.” Propagation is a measure of how any message/ad reaches across each channel. And durability which takes into account how strong the message is and the overall effectiveness of the creative. An interesting read as marketers and media companies struggle to move to a model which brings more dollars to digital.
InterCLICK on the OPA; Joining BlueKai Program
The OPA slugfest continues as InterCLICK President Michael Katz eloquently unloads in a MediaPost article. Katz asks, “So why does it seem that the Online Publishers Association has an agenda against ad networks?” For his thoughts on an answer, click here. In other InterCLICK news, on Monday, the company announced it joined BlueKai’s partnership program. InterCLICK was an early participant in the BlueKai exchange. A case study from a campaign targeting auto-intenders is available here.
