7 Billion Impressions; I ‘Like’ Ads

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LocalResponse Hopes For Half-Full

Social ad network LocalResponse is boasting that it’s serving more than 7 billion impressions per month. A pretty impressive number, though CEO and co-founder Nihal Mehta concedes, in an interview with Techcrunch’s Anthony Ha, that the company isn’t able to fill all that inventory. In fact, Mehta would be thrilled if LocalResponse could fill half of it, especially if he can still charge $6 per CPM. As for how the company is doing otherwise, Mehta claims the company is nearing profitability.

I ‘Like’ Ads

On Ad Age, new Facebook mobile ad data shows that when it comes to fan acquisition campaigns, ‘like’ CTR is easier to come by than it is for the usual mobile display ad.  Ad Age’s Cotton Delo paraphrases Facebook API partner Social Code’s data,  “The click-through rate for mobile ads amounted to 0.79%, compared to the 0.148% average across all five placements studied: mobile, desktop news-feed only, desktop only (comprised mainly of right-rail ads), news-feed only (desktop and mobile) and the ‘control’ group (uniform bids made across placements). The click-through rate for desktop-only news-feed ads falls roughly in the middle at 0.327%, according to SocialCode’s data.” Read more.


MediaPost’s Wendy Davis offers some perspective on TRUSTe CEO Chris Babel weighing in on Microsoft’s decision to turn Do-Not-Track “on” in the next version of IE. Babel blogs, “We believe individuals, when properly informed and equipped, should make their own decisions that affect their privacy online.  However, we do not believe today’s consumers are adequately informed or equipped to properly make decisions that affect their privacy.” Read more.

Video Ad Views More Than Double

Video ads were viewed a 117 percent more last month compared to May 2011, according to the latest tally from the comScore Video Metrix. But a rising tide doesn’t lift all boats, though most of the biggest players did see a nice boost, as the number of video ad views topped 10 billion for the first time. As usual Google and YouTube held the number one spot, followed by Yahoo, which also posted a decent lift (maybe that ABC partnership is paying off?). But as SearchEngineWatch’s Greg Jarboe noticed, Facebook’s video views were down 8.1 percent year-over-year.

Targeting Apps

iOs app maker Fotopedia announced new mobile ad formats that speak the language of ‘audience’ to media buyers. Jean-Marie Hullot, who is former ‘CTO at NeXT and CTO of Apple’s Applications Division’, guides Fotopedia.  According to the press release, the Fotopedia advertising platform allows for geotargeting, user interests, language customization and.. you can target the iPhone or iPad. Read more.

Analyzing Collection

Following up a WSJ article on Monday (subscription), Krux has released its study which takes the pulse of publisher sites and all the data and pixels floating around. Not all of the collection is bad, admits Krux. Yet, data collection was up by 400 percent for the first half of 2012 compared to the same period last year according to the study. Krux provides publisher-side services intended to prevent data “leakage” of user and publisher data from client sites. Read the release and download the study.

LinkedIn’s Targeted Updates

Business-oriented social network LinkedIn is letting all brands target their status updates to the exact users they want to reach. The introduction of Targeted Status Updates is meant to let marketers expand their audience beyond their employees to outside individuals it wants to reach. As Mike Grishaver, who runs product management & monetization at LinkedIn, notes in an official blog post, companies can select a target audience according to company size, industry, function, seniority and geography. And once the audience is targeted, LinkedIn will track how many people saw or clicked a company’s status update, how many impressions it got, and how many people shared it. Jonathan Lister, LinkedIn’s vp of North America sales and marketing solutions, tells Adweek’s Tim Peterson that there’s “lots more coming” when it comes targeted tools and marketing programs for businesses, particularly in mobile.

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