Aol Renews Search Deal With Google; TellApart Innovates With Retargeting Solution In 24 Hours; CPCs Increasing

Aol and SearchHere's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

Aol Still Googles

Aol has renewed its search deal with Google for five years and PaidContent's Staci Kramer writes, "The expanded search and content deal now covers mobile search and puts AOL’s content on YouTube." Read more. Doug Anmuth from Barclay's Capital writes in a note to investors: "We believe AOL's search renewal w/GOOG announced this morning improves the deal across the search product, AOL content distribution, and mobile, and carries better economics through a modestly higher TAC rate. However, we believe it is essentially in line with expectations and may even disappoint some who were looking for something more strategic around mapping, display sales, or a potential equity stake." And, read Ad Age's interview with Aol CEO Tim Armstrong.

TellApart Innovates Retargeting

In response to a public request by Federated Media's John Battelle, and in one day, TellApart came up with its own answer to the retargeter's dilemma: "to not just chase folks around the web in hopes they might irritate us into submission." In a two-step, opt-out process, TellApart CEO Josh McFarland and his team offer a way for consumers to opt-out of future ads by a particular TellApart advertiser campaign and opt-out of TellApart campaigns altogether. See Battelle's follow-up post highlighting the solution. Is TellApart's solution the new "i"? At the very least, it would seem another important part of the toolkit for the conversation between the marketer and the consumer has been created - in 24 hours.

Newspapers Now And Forever

VivaKi's Rishad Tobaccowala thinks that newspapers aren't going anywhere no matter how little you think of the offlline format. In an op ed on AdWeek, Tobaccowala writes, "I believe most people who claim to never read newspapers spend more time with them than they know. As I see what folks post on Facebook and the links in my Twitter feeds, I see a huge amount of news articles. Clearly, folks are interacting with the product." But, he still sees plenty of change coming to the newspaper industry. Read about it.

ROI Is #1 For SMBs

A recent survey by Looksmart revealed that small business owners care about - no surprise -every penny they spend on advertising. Specifically, the study found "63% of search advertisers cite ROI as one of the most important factors to PPC campaigns, traffic quality comes in at a very close second, with 53% stating this as one of their top objectives." Read more.

Ad Planner Shines Light

Similar to insights put forth by companies ranging from Quantcast to ComScore to Nielsen, Google is putting its research team to work by culling the data available through Google's Ad Planner. On the DoubleClick Advertisers blog, Product Manager Wayne Lin writes, "Facebook.com has been at the top of the AP 1000 since we launched in May and is relatively consistent in the number of unique visitors (up 2% from June). Myspace.com (+11%), linkedin.com (+8%), bebo.com (+5%) and orkut.com +3% all saw traffic increases in July while social sites such as twitter.com (-3%), hi5.com (-10%) and friendster.com (-17%) saw fewer people visiting their sites in the middle of the summer." Read more.

Efficient Frontier On CPCs

Efficient Frontier's Siddharth Shah takes a look at last month's cost-per-click traffic and finds, "August reveals that CPCs in travel are up 14.5% month-over-month this year. Last year CPCs in travel rose 3.3% during the same time period. This is a good sign as it indicates the sector is continuing to make a recovery." Read more.

Making The CMO Or GM Successful

Epic's CMO Mike Sprouse is at it again with a missive on the predicament created by a quickly innovating world of data-driven advertising. He suggests, "What will make CMO’s or GM’s successful is their ability to educate themselves, watch what consumers are adopting and be highly-organized in their approach.Read more.

The CEO Role - Another Take

OwnerIQ CEO Jay Habegger debates the role of the CEO in a post on his company's blog. He responds to Fred Wilson's assertion on his A VC blog that the CEO role is much simpler than many may envision. Habeggar disagrees, "Here are the other big things that I spend most of my days worrying about: 1. Priorities. What is the most important objective for each part of the organization given the data we have at hand at this moment?" Read the others.

 

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