Automotive Ready To Drive; Google's AdMob And The Ad Exchange; AdMeld And PubMatic On RTB; Mediabrands Consolidates

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Automotive Is BackAutomotive Drives Online

From its Q3 earnings call yesterday, Scripps SVP of Newspapers, Mark Contreras, said in regards to future automotive advertising trends, "Automotive, I still think we’ll see this gap in performance between print and online with continued decline in print, but some reasonable stability, if not some growth on the online side." Read the transcript from Seeking Alpha.

Google To Advance Mobile Display Ad Exchange?

According to industry sources, yesterday's Google acquisition of mobile ad network provider, AdMob, is another indication of the Google DoubleClick Ad Exchange strategy as it looks to provide audience across digital channels. (And, oh yes, Google has Android, too.) AdMob's price tag of $750 million will be paid entirely in Google stock according to Jessica Vascellaro of The Wall Street Journal. Read more from the official Google blog, too. Only the Zappos deal beats this one in dollar value terms - see the WSJ Venture blog.

AdMeld Seeing RTB Bids

In a press release, AdMeld announced that it has processed 1 Billion real-time bids and offers "confirmed" benefits of RTB (real-time bidding) which includes higher CPMs for publishers, better ROI for buyers. Also, AdMeld said that it is working with "125 top publishers." Read the release.

PubMatic Announces 3.0 RTB

More RTB! PubMatic says it has released its version 3.0 of RTB which provides "advanced targeting capabilities including language, screen resolution, and relative position of the ads within a page." PubMatic adds that it is seeing 100% performance improvements for campaigns using RTB versus campaigns not using PubMatic technology. Read the release.

Digital Execution Is Everything

New research by Razorfish says that "64% of consumers surveyed made their first purchase from a brand because of a digital experience - either with a website, microsite, mobile coupon or email." Nice propaganda! Read the release. And, download the report (PDF).

Mediabrands Machinations

Steve McClellan of Mediaweek writes that Interpublic’s Mediabrands, who are driving the Cadreon demand-side platform, may be looking to merge some of their local buying units with barter agencies. This appears to be another move caused by the recession. Read more.

Display Stalling In Australia

It appears that Australia's online display advertising market is in recession mode as recent Price Waterhouse Coopers shows a 5% decrease in display buying year-over-year and a separate study from Eyeblaster says that Australians are more unlikely than most to click a display ad (Yes, but what about the view's effect! Don't give up on Australia.). Read more from Australasia's Digital Media.

Display Week At Google

According to the Google Ad Agency blog, it's Display Week! As part of Google's celebration, Kate Stonich of Google's Agency Team says that webinars will be available on the Google Content Network, Buying YouTube, and using the Google Ad Planner. See the schedule.

Crowdsourcing Your Keynote

Varick Media's Darren Herman wants you! In preparation for his upcoming AdMonsters Forum keynote presentation on December 3, Herman is seeking assistance from interested colleagues in the digital ad ecosystem. No need to go to his home - he provides all the details on his blog here.

TagMan Gets Virgin

TagMan announced on its blog that it has won the right to provide Virgin Atlantic with its tag container services: "Virgin Atlantic and its partners [will] see the entire path to conversion that any user takes [when] buying from one of its sites." Virgin added that TagMan's product will enable them to "'deduplicate' between channels that claim commission from the same sale." Read more.

DOOH Slow But Steady

According to Brandweek's Katy Bachman, even though digital-out-of-home (DOOH) will grow at a slightly slower pace according to 2009 predictions by PQ Meida, "The largest segment of DOOH, video advertising networks (in-theater, in-retail, in-office, in-entertainment and in-transit), will end the year up 1.2 percent to $1.4 billion." Read more.

The Offer Hullaballoo

Rob Leathern of CPM Advisors looks at the recent blow-up around offers and social media virtual currency. Leathern concludes in his Zeronomy blog post, "Ultimately, cheap leads and cheap media often turn out to be more expensive than companies think at first - and often it is because the path to true conversion is more convoluted." Read the post.

 

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