Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.
Conversational Display Ads
Ripple6 announced that it is incorporating real-time conversations into display ads with its SocialAd and Socialite offering: "[Each incorporates] real-time comments from social networking conversations directly into online display ads and, as a result, enhance consumers’ interaction rates with the ads." The company claims a double-digit lift over your regular rich media ads. Read the release.
ComScore Reports June
ComScore shares its June 2010 numbers for the biggest web properties in the U.S. as well as its pay-for-play list of ad networks. The top moving content category was travel. From the release: "Travel - Transactions sites ranked as the top gaining category for the month of June, growing 32 percent to 5.2 million visitors." See the release.
Google's New Location Ad
Google announced its new location-based ad format for mobile and Brian Morrisey covers it on AdWeek. He sorts it out, "The unit is an offshoot of AdWords' location extensions. It allows advertisers to attach their phone numbers and business location on an expandable map." Read more. And, read the announcement on the Google Mobile blog.
Request For New RFP Process
On ClickZ's crisp newly-designed website, Hill-Holliday's Adam Cahill addresses the madness of the agency RFP process. Cahill says, "[A] failing of the request for proposal process is that it outsources media creativity to publishers. I think it's a lot to ask of a publisher to come up with great ideas based on a brief sent over e-mail and probably due in a few days. Plus, it puts the agency team in the role of judge, picking the best ideas submitted by others." Read it all.
Millenial Media IPO
Millennial Media isn't waiting for someone to acquire them after Apple bought Quattro Wireless and Google bought AdMob. They're filing for an initial public offering. According to TechCrunch, the mobile ad network's CEO Paul Palmieri says that "an acquisition isn’t something he’s totally against, his focus at the moment is on taking the company public in the next year or so." Read more.
CPA Poker Business
Online gambling may be coming back to the U.S. NY Times Eric Pfanner takes a look at a merger by two of the biggest players in Europe and reports that "On Wednesday, the Financial Services Committee of the U.S. House of Representatives approved a bill that would overturn the 2006 law." It would seem exchanges, data and tools providers could eventually be the beneficiary of a ton of CPA business. Read more.
BT For Offers
Now GroupOn is not only offering hot, limited time offers to geographically distinct groups, but self-selecting audience too. (Do I hear "AudienceOn"?) Peter Krasilovsky of BIA/Kelsey writes, "Now Groupon has announced a personalization program that allows users to designate the type of offers that they want to receive. By personalizing offers, instead of bombarding with multiple unrelated offers, Groupon hopes to preserve its excellent 66 percent open rate." More here.
How Big Is China
Where are all the broadband users? They're in China, of course, with two internet service providers (China Telecom and China Unicom) providing 20% of the WORLD's broadband usage. Nate Anderson writes on Ars Technica, "And both companies continue to grow, even as growth slows significantly in more developed markets. Telegeography notes that each Chinese firm added nine million users in the last year-"equivalent to the entire broadband subscriber base of Verizon." See the graphic.
ScanScout CPE Pre-Roll
Video ad network ScanScout announced that it will offer cost-per-engagement (CPE) pricing to to its advertising clients. ScanScout says it's the first CPE for pre-roll offer of its kind for video streams. Read the release.
Australia Media Moving
The biggest Australian media agency is selling to Aegis as the Mitchell family is selling Mitchell Communications for $363 million to agency holding company Aegis according to Australia's Herald Sun. The new agency will be called "Aegis Media Pacific." Read more.