The Devil And Big Aol Ads; Tales Of Retargeting; Agency Trading Desk Gets Trade Show Booth

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The Devil And Big Aol Ads

As large publishers look to create more compelling and higher yielding ads for marketers, the ad size keeps getting bigger. Last week, Undertone announced their "Page Grabber" ad. Now, Aol plans to re-enter the big ad fray. According to The Wall Street Journal's Emily Steel, "The new ads, which the company plans to unveil during the Advertising Week conference later this month in New York, are roughly four times as large as the ads that typically appear on the border of AOL Web pages." Read more. The WSJ Digits blog has a complete look - style guide included - at what it says Aol labels as "Project Devil." See the Devil.

Mobile App Ads Prediction

In a strange survey, Parks Associates asked users if they liked ads in their mobile apps. Not surprisingly, 54% do not. But, according to MediaWeek, Parks Associates provides a useful prediction or two: "The mobile app market in North American will reach $2 billion by the end of 2010, says the report. By 2014 in-app ad revenue will exceed $860 million. (...) The big money in mobile, per Parks’ estimates, will be in paid mobile apps - which by 2014 should enjoy profits in the neighborhood of $4 billion." Read more.

Tales Of Retargeting

Ad Age's Michael Learmonth ironically turns the retargeting spotlight on The Wall Street Journal, which has been running the "What They Know" series on ad targeting practices. Learmonth chronicles the WSJ's retargeting efforts and notes: "The ads, served by Google's Content Network, didn't provide an obvious way to opt out, unlike some other aggressive campaigns, such as the Zappos ads served and targeted by Criteo." Read more.

European Logos

In response to what it says were requests from customers, PubMatic partner Improve Digital, which provides publisher-side yield optimization services in Europe, has released what it's calling the European version of Terence Kawaja's industry ecosystem map. Read the release. And, see the European map in its four localized versions.

The People's (Ad) Network

Rishad Tobaccowala identifies the evolution of the "People's Network" given the transformation and growth of social media in a new post on his personal blog. He writes, "Unlike other 'networks' like broadcast or publisher networks, The Peoples Network rewards responsiveness, flexibility and customization. It rewards conversation as communication. Conversational marketing is different than Broadcast marketing." Read it.

Meaningful Frequency

Chief Digital Officer for North & South Asia at Starcom MediaVest Pushkar Sane offers his views on frequency, and - in a roundabout way - on retargeting. In a ClickZ Asia piece, Sane writes, "The industry ends up spending millions and millions of dollars on repeat exposure of advertising that is low on entertainment value thereby causing negative sentiment from people who are subjected to it." He votes for a meaningful message.

AppNexus Updates

Real-time ad platform AppNexus has updated its website with a brand new design and messaging as the company zeroes in on its advertising technology capabilities. See the site. And, view a video with CEO Brian O'Kelley. Fear not, Princeton alums. Your colors are intact.

A First For An Agency Trading Desk

This may be a first for agency trading desks. Havas' Adnetik is jumping into the advertising technology space full-throttle by getting a booth at the upcoming ad:tech London show. UK CEO Phil Cooper will lead the charge and participate in a panel discussion. The release states: "Clients currently working with Adnetik to value, target and procure display inventory include agency partners at Media Contacts, Euro RSCG Edge, SapientNitro and Arena Quantum. Accounts range from Virgin Mobile and TMobile to Dannon, Tesco, Barclay Card, TUI and National Express." Read more.

Former Omnicom Exec To Kenshoo

Aaron Goldman (his recent AdExchanger.com Q&A on his new book) announced that he will be joining search engine marketing management firm Kenshoo as its CMO. According to MediaPost's Laurie Sullivan, "Goldman launched Connectual, a 'matchmaking' digital marketing rep firm, but decided to put the company 'on hold' to take Kenshoo's offer." Read more.

Ad Tech Makes List

In the UK, the Guardian provides a list of top UK tech companies based on "their innovation and creativity over the past year in areas as diverse as flirting services, games and music recognition." Adconion, Struq and TagMan are among those that make an appearance. Read more.

Theory Break: Emotion In Advertising

Global analyst Nigel Hollis of Millward Brown, a WPP Group agency, writes in a WPP think piece "Advertisers talk a lot about the importance of generating an emotional response from people. However, they rarely stop to specify exactly what characterizes such a response or why they believe it is important." Read how he characterizes the response (PDF).

 

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