ClearSaleing Reports Robust Growth; AdReady Powers New Yahoo! Self-Service Display; VideoEgg and Six Apart; and Sorrell Sullen

This past week, the Internet Retailer Conference took place in Boston, and several hot start-ups showed their wares including attribution analytics provider, ClearSaleing, who launched their attribution management platform at the show. The good news doesn't stop there for ClearSaleing whose co-founder and chief innovation officer, Adam Goldberg, told The Wall Street Journal that revenue growth is easily moving in the right direction: "ClearSaleing has seen its revenue grow every month and has increased its marketing budget ten-fold this year."

Yahoo Self-Service DisplayYahoo! announced a new self-service display ad product which is powered by Seattle-based AdReady (CEO Aaron Finn's AdExchanger.com Q&A from last month is here and read today's release). AdAge's Michael Learmonth reports that the new product dubbed, "My Display Ads [is] a bid to win over local advertisers and convert search advertisers to display." We're not sure that this is to "convert." From here, this is another tool in the smaller budget marketers toolkit. To abandon search's prime, intender position in the purchase funnel would be foolhardy.

There was no mention in the AdAge story of how attribution is being solved as understanding how display is assisting search will be critical in making this product work.

But, someone claiming to be from the Yahoo! analytics team says the following in the article's comments: "Yahoo! currently provides a product called Full Analytics (within an advertiser's Yahoo! Serarch Marketing platform) that provides cross channel attribution tracking." Apparently, attribution is ready to go. Hope Yahoo! tells its new advertisers.

According to Gavin O'Malley of MediaPost, VideoEgg announced a new agreement with Six Apart which "will offer VideoEgg's AdFrames ad units as part of its ad program, so bloggers will integrate the ads into their TypePad blogs." The deal also includes Twig, VideoEgg's pop-up video ad unit which has a visionary "cost-per-engagement model, which only bills advertisers after users sit through the countdown."

Eric Pfanner covered the social advertising space in the Saturday edition of The New York Times. The article highlights recent video stunts like the T-mobile's dancers in the Liverpool train station video and the viral power of social media - what the article references as "free advertising". Still, Sir Martin Sorrell was not happy and apparently "calls 2009 a “write-off” for the industry."

2 Comments

  1. It's interesting to compare Yahoo's new offering with the most similar self-service display product already out there, AOL's BidPlace SB (full disclosure: I work for this product). Both Yahoo and BidPlace SB offer high reach across the Web (SB is slightly higher at 91%). Both offer advanced targeting options and, within the next couple of weeks, both will offer the ability to build banners on-site.

    However, the similarities end when it comes to pricing. Here are the recommended CPC bids for the same targeting on both products:

    Run of Network, Geo = Florida
    Yahoo: $1.30
    BidPlace SB: $0.74

    Auto Content Channel
    Yahoo: $4.93
    BidPlace SB: $2.45

    I'm curious how Yahoo can justify charging small advertisers 75-100% more than BidPlace SB for the same types of inventory and targeting? Especially when BidPlace SB offers a full budget guarantee to protect advertisers from over-billing for excess delivery, while Yahoo does not.

    Reply
  2. "But, someone claiming to be from the Yahoo! analytics team says the following in the article's comments: "Yahoo! currently provides a product called Full Analytics (within an advertiser's Yahoo! Serarch Marketing platform) that provides cross channel attribution tracking." Apparently, attribution is ready to go. Hope Yahoo! tells its new advertisers."

    That is correct. Yahoo does currently provide for free, out-of-the-box, cross-channel attribution reporting through our Full Analytics product.

    Reply

Add a comment

XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>