A new Comscore study sponsored by the OPA promotes the use of ad exchanges.
No, we’re not joking.
Of course, we’re pretty sure that wasn’t the OPA’s intention, but the new study says that display advertising drives interaction and conversion for brand campaigns. Thank you, OPA.
Clearly, the OPA wants to promote the use of CPM campaigns on large publisher sites and how it’s not always about “the click,” which is thought particularly powerful in search, less so in display inventory – until now! You can view the presentation on Business Insider which also covers the details. The OPA lists a selection of the good news for brand advertisers who use display advertising (exchanges) in its release:
* One in five conduct related searches and one in three visit the brands’ sites
* Users spent over 50% more time than the average visitor to these sites and consumed more pages
* Users spent about 10% more money online overall, and significantly more on product categories related to the advertised brands
* Higher income audiences visited the advertisers sites
Yahoo!’s Right Media Exchange lives! During the recent OMMA Publish conference, RMX announced two, new service offerings which are “designed to help publishers, agencies and ad networks navigate changes across the industry.” With one product called “Performance Sales Enablement,” RMX is looking to turn publishers into DR advertisers. With “Display Extension,” Yahoo!’s Right Media is targeting SEM agencies who have yet to dabble in the display space. Read more on the Right Media blog.
x+1’s CEO John Nardone lays out the exchange opportunity for the agency crowd on iMedia Connection in his post entitled, “Getting Online Advertising Right.” Nardone frames the exchange model beyond its remnant inventory past and focuses on the unlocking of value through new insight saying:
“The advent of real-time ad exchanges and the advent of new data providers that can deliver everything from audience profiles to context for every web page has set off a wave of analytic innovation. New modeling tools can now allow planners to automate multivariate analysis, pulling all kinds of data together to understand the relevance of each data set for a given client campaign. Then, the relevant data from various sources can be modeled in real time to determine the value of each delivered impression.”
Amen, brutha.
Adgregate Markets hasn’t let the economy stop it from acquiring a new gadget. Actually, make that Gydget. On Wednesday, Adgregate Markets announced that it bought Gydget Ad Network, ” an online advertising solution that gives advertisers a new set of performance tools that merge brand advertising, direct response marketing, and e-commerce.” As Adgregate looks to drive display into the brave new world of intenders by offering the entire transaction in-banner, thereby compressing the purchase funnel, Gydget marks their foray into the social space with Adgregate’s ShopAds product.
Adify. the vertical ad network provider, remains hot with media brands looking to extend revenue and reach. This week, Tribune Media Services announced the launch of a new network with Adify called TMS Branded Media Network (tmsbrandedmedianetwork.com).
The network leverages “Adify’s 200 Vertical Networks and 12,000+ sites” and offers content “apps” featuring Tribune partner content with integrated sponsorships. No doubt Tribune hopes this is a way to potentially distribute newspaper content, leverage curated Long Tail reach through the transparent Adify network and, finally, create an important new revenue stream.
From AdWeek, VivaKi is taking the lead in trying to set ad format standards in digital video which it believes are currently fragmented. VivaKi’s project is called “The Pool” and has signed up CBS Interactive, Comcast’s Fancast, Microsoft and Tremor Media among others to participate in this next phase of research intended to produce results by October 2010. Mark Walsh of MediaPost notes that “The Pool” is focused on actual standards, whereas IAB’s video initiative is focused on highlighting a need. (But, I thought the IAB wanted to set standards? Hmm.)
Traditional media is tapping the superior attribution abilities of interactive, digital media. NBC has licensed software from Microsoft so that ad buyers can now start targeting audience through the TV. According to Emily Steel of The Wall Street Journal:
The technology NBC is deploying will add a layer of demographic information as well as automated ad buying. It analyzes anonymous set-top box data from satellite and cable systems, adds in data obtained from other companies, including consumers’ purchasing habits and locations, and updates daily,
This TV technology comes via last year’s purchase of Navic Networks by Microsoft.
Finally, Joe Mandese at MediaPost notes that The WSJ is cutting its influential advertising column to twice a week as Rupert Murdoch’s editorial team appears to be focusing on more “hard news.”
