Citi Says $12 Billion In 2011 Display Ads; Collective Integrating For Brands; The Criteo Rolodex Expands

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12 Billion In Display Revenue

The IAB in the U.S. reported that in Q3 2011, internet ads showed a healthy 22% growth. Read it. Meanwhile, after digesting the IAB’s numbers, Citi analyst Mark Mahaney offered his 2012 predictions to investors, “We Expect Search Advertising To Take Share In 2011 — We are modeling for $15B in 2011 U.S. Search Marketing, up 26% Y/Y vs. up 12% Y/Y in 2010. Search should comprise ~48% of total Ad Spend, up from ~46% last year. We still believe Search is one of the most efficient forms of marketing, as users are closest to the bottom of the purchase funnel. Display Revenue should come in at $12B, up 22% Y/Y, a slight decel from 24% last year. Strength in display should come from Online Video (+39%) and Banner Ads (+21%, with growth coming from Facebook and Google, which we believe are taking share from larger portals and ad networks).”

Integrating The Acquisitions

Collective says its bringing its offering into one platform for brand advertisers as 2011 acquisitions Tumri and Oggifinogi are playing a central role in the messaging. From the release, “The full integration of recently acquired Tumri and Oggifinogi products and operations into a single business unit allows advertisers to leverage rich media and dynamic creative optimization, powered by Collective’s AMP audience data and media platform.” Read more about Ensemble. DMP + DSP + DCO – it’s end-to-end FTW and brand dollars.

You’re Appointed!

Criteo announced three new members of its board of advisors which represent an intriguing collection of relationships. Board advisors are brought on for their know-how – but especially for their Rolodex. Criteo’s Greg Coleman announced in a release colleagues from his previous lives at Huff Po and Yahoo! are among the advising crew. Former Huff Po CEO Eric Hippeau and Dan Rosensweig, former COO of Yahoo!, will join Jeff Epstein, who in addition to being CFO at Oracle and a VC/board guy, was CFO back at DoubleClick at the turn of the century. Read more (PDF). Preparing for the IPO?

Self-Serve Tweet Ads, For Real

All Things D’s Peter Kafka says that this time it’s for real: Twitter’s self-serve ad beta is now public and, if you have a credit card, you can potentially start advertising via 140 characters or less. Read more. The view here from “Intentland” might be that Twitter ads passively capture intent versus search’s capture of the direct input of intent. The Twitter stream is reactive, impulsive and real-time. An attributed understanding of the connection between search and tweeting would appear to be powerful for ads. Yet, Google may already be circling the wagons by masking some keyword referrals. It’s war!

Over The Top And Online

Hill-Holliday’s Adam Cahill is talking about YouTube and Google in a think piece on ClickZ. Have you seen the new YouTube? Cahill sees “the first moves in the game. Google is essentially creating a proof of concept that other producers can follow, demonstrating that ‘TV’ no longer has to mean ‘stuff made by a traditional network or made available through a cable subscription.'” Read it.

Is That Latency On Your Lapel?

Evidon and Tagman chat with each other on the Tagman blog as “latency” is the topic du jour. Evidon’s Ghostery browser plug-in has been busy lately tracking the trackers (see the report) and has coined a term … Lagtags! If you think it’s a new song from the J. Geils band, you may be disappointed. Lagtags are ad tags that load slowly, inhibit web page delivery and ultimately hurt yield. Oh, and the consumer hates it. Time is money. Lagtags!

The Trendy Publisher

With a nod to the sell-side at Business Insider’s IGNITION conference this week, OpenX’s Raj Chauhan shared what he says are the top 5 RTB Trends for Publishers. Two trends: Chauhan claims RTB spending is exploding and Publishers are taking back control of their inventory. Read the other three in the deck on SlideShare.

More Brand Stories

Trust Metrics has grabbed another client as [x+1] said it will pass Trust Metrics analysis through its media buying process and track a “brand safety score, ad clutter measurement and contextualization.” Read more. Brand, brand, brand – everybody wants ’em.

When You’re The Customer

“If you’re buying Yahoo inventory through a DSP today, I encourage you to get involved in the conversation immediately by talking to both your platform and (if you’ve got one) your Yahoo rep to get a handle on the planned DSP seat -> direct seat migration road map. Don’t be afraid to weigh in – you’re the customer, after all.” Those are just some of Forrester analyst Joanna O’Connell’s thoughts on her company’s blog regarding Yahoo! and DSPs. Read them all.

More Yahoo! DSP Coverage

Adding Uniques, Costs

DoubleClick For Advertisers is building out its reporting capabilities as the data streams will now provide unique user exposure. What’s more, the DFA blog explains the availability of a new “Media Cost” metric: “Media cost represents the cost of all impressions, clicks and activities during the specified date range, based on the schedule and pricing information you input into DFA for each placement.” Google is feeding the advertiser and ops more analytics. Can’t stop the data.

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