Google And Big Brands; Ad Network Investment Momentum; isocket Automating Direct Sales

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Google Goes Direct

Ad Age’s EJ Schultz covers news of Google selling directly to the marketer – in this case, Heineken – and suggests the implications could be big down the road. He writes, “The deal covers at least 20 countries and calls for the brewer to advertise on Google platforms, including YouTube, in return for consulting services, including audience targeting and joint research projects. Both companies will bring ‘together their marketing professionals to exchange ideas and share knowledge.'” Where’s the agency? Google’s Henrique de Castro, global prez of media and platforms, says the agencies will be helping with implementation. Read more. Ad Age’s Edmund Lee sees an upfront buy.

More Investment

Investment bank Jordan, Edmiston Group released its latest summary of M&A activity yesterday including its views into venture investment. From the report: “Marketing Technology and Ad Networks captured 20+% of investment dollars, and there is increasing investment into Data & Analytics, Measurement/Monitoring and Social Media Marketing, which accounted for a combined 20% of total Marketing & Interactive Services deal value in the first half of 2011.” Ad networks aren’t dead. Interest in attribution solutions continues to gain momentum. Read the report (PDF).

Mobile Audience Trend

From Millennial’s mobile ad network, new data from its monthly “S.M.A.R.T” report shows that audience buying is on the rise: “Targeting by demographic audience grew 12% month-over-month and represented 38% of targeted audience campaigns. An example of this would be finance advertisers targeting college students with information on student loans or credit products.” Download their report (pay with some PII).

Automating Direct Sales

Direct sales is getting automated – in part. isocket announced a client win for its direct, display ad sales technology as Mashable joins TechCrunch among others according to isocket CEO John Ramey. He says on the company blog that through isocket’s BuyAds.com marketplace the usual IAB-standard display suspects from Mashable will be available and more new client announcements are looming. Read more.

47 Ways To Display Your Lover

On ClickZ, Hollis Thomases provides the highest number I’ve ever seen in a linkbaiting article title: “47 Ways to Buy and Place Online Display Ads.” She certainly finds at least half of those 47 – Thomases promises Part II of the article in short order. Get your first helping here.

Addressable Super Bowl

Simulmedia’s Dave Morgan asks, “What if We All Got Different Ads During the Super Bowl?” in his MediaPost column. Looking at the addressable future that his company is also pursuing, he sees the need for some ads that are NOT addressing a user. He reasons, “People want ads that are useful, but many people don’t like ads that are too obviously for them only. (…) It’s not just about gaining viewers’ permission and trust, it’s also about not making all media experiences like trips through the bazaar in Istanbul with hawkers in your face at all times.” Hawk more.

But Wait. There’s More!