Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Google’s New Video Ads
On YouTube, the new select-your-own video ads – known as TrueView – from Google are being rolled out over the next several weeks according to Ad Age. Regarding the video site’s cost-per-view model, YouTube’s Sr. Product Manager Phil Farhi speaks with a data-driven tongue, “You can imagine getting to the point where someone comes to us and says here’s a video, here’s how much I’m willing to pay for an opted-in engaged view and we go and find the audience.” Read it.
Bain On Ice, In Video
On All Things D, Kara Swisher interviews former Fox Audience Network president and current head sales guy at Twitter, Adam Bain, in a refrigerator. Bain explains some of the challenges of his new role (such as travelling 30 of the past 45 days) and bringing the new promoted tweets product to advertisers and agencies. He notes the real-time marketing pace of Twitter isn’t something marketers are used to, the Twitter’s current sales strategy focusing on brands and the release of a new self-serve ad platform next year. See the video.
Consumer Controls
Seeking to help internet users mine the “oil of the Internet” – a.k.a. personal data – Bynamite has released a product to help users massage their Internet profiles with advertising technology companies. Forbes’ Kashmir Hill profiles the company and explains that Bynamite “offers a free download that tracks advertisers’ tracking you, and presents you with your profile of interests as advertisers see it. Mine (…), based on my Web surfing and Amazon purchases, reveals an obsession with tech and biz (which is perhaps why the Google ad network preferences page is convinced I’m male).” Read more.
Adaptive Path’s president Peter Merholz blogs from his company’s outpost about “The Pernicious Effects of Advertising and Marketing Agencies Trying To Deliver User Experience Design.” Boiling it down at the end, Merholz brings out the billyclub, “I foresee generational change, when the current crop of CMOs retire, and are replaced by people who grok how things actually work. When that time comes, and it will, ad agencies will find themselves marginalized, as it becomes clearer that manipulation and media buying is not nearly as important as an honest engagement with customers through delightful and desirable experiences.” An interesting read.
Mobile Display Ad Horse Race
The latest monthly ad impression for mobile devices is out from Millennial Media’s ad network and the winner is… well, everybody! According to Cnet: “Ad requests (the number of times a mobile ad is clicked on) rose for both [Apple’s iOS and Android] last month but gave Android, a later arrival on the scene, the more impressive gain. Requests on Android devices jumped 65 percent over September and have grown 2,182 percent since January. Requests on Apple’s iOS devices rose 12 percent over the prior month and are up 32 percent since the start of the year.” Read more.
The Infographic Holy Grail
GigaOm’s Ryan Kim looks at the research being conducted at the New York Times and discovers there’s tons of data floating around there and NYT scientists are busy visualizing the data to find patterns that help extend distribution of news. Kim writes, “For example, a column by Paul Krugman inspired modest sharing but took off when Tim O’Reilly, founder of O’Reilly Media, retweeted it.” He cautions that the Times can’t get too enamored with fancy infographics, “[The New York Times] has to quickly take the next step and turn that data and all those beautiful charts into business decisions that can affect the bottom line.” Read more.
Home Page Display Ads
MediaPost’s Mark Walsh covers findings in a new report from Wall Street analyst Ben Schachter at Macquarie Capital which says online display advertising is looking solid. Paraphrasing the report: “Nearly a third (32%) of Yahoo’s home page ads were oversized or custom ads, up from 12% in the third quarter. ‘Additionally, the relatively high percentage of quality financial services, autos, and media advertisers is encouraging. The fact that virtually 100% of Yahoo’s home page ads were rich media is also a solid indicator,’ stated the report.” Read more about display momentum.
Display For The iPad
Publishers are making special websites that sniff out the appearance of iPad users and leverage the new screen size to offer new ad formats says ClickZ’s Tessa Wegert. She seems more benefits and writse, “It’s making consumers more open to receiving advertising in general, too. It’s even encouraging media companies to reconsider how their sites are designed. This latter development has implications for digital media buyers.” It’s not all about big ads. Read the implications.
Choosing The Ad Network Model
Mashable’s Sarah Kessler writes about OneRiot’s decision to jettison its real-time search product in favor of growing its ad network business that helps target the real-time, social continuum. CEO Tobias Peggs explains to Kessler that “The best way [for OneRiot] to take full advantage of the ad network, which was ‘taking off like a rocket,’ was to make it the exclusive project. While Peggs admits that steering away from the search engine that the company had spent more than a year building could have been emotionally tough, emotions aren’t a great way to make business decisions.” Read more.
Apple Takes Ad Network To Europe
Reuters reports that Apple will bring its formerly-Quattro-Wireless-ad-network-now-iAd-ad-network to Europe: “The company said on Thursday that it would launch the iAd network in the United Kingdom and France in December, and in Germany in January. Apple launched the network in the United States in July.” Read a tiny bit more.
MediaMind Making Media
What isn’t digital ad technology and services company MediaMind? Their new rich media ad executions for an “Avatar” movie release on Blu-Ray are featured in Ad Age as the “immersive trailer” ads were produced in dual HTML5 and Flash formats for the iPad and Flash-enabled sites, respectively.” Read more.
