Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.
Aegis' Trading Desk
On the UK's Association of Online Publishers (AOP) site, a new interview is published with Aegis'/iProspect's Louisa Wong, who heads Aegis UK trading desk strategy. She offers, "A trading desk strategy cannot be prescribed at a local level, the fundamental tactics might be the same but the execution and instruction of the buys might differ depending on scale in that market." Read more about what she means.
Malvertising: The Use Case
In case you need a use case for malvertising, Nilesh Zacharias & Joe Wojak provide an example on the Right Media blog where a shady email is involved that poses as a legitimate media buyer. It's sole purpose is to distribute destructive (links to downloads, viruses, etc.) display ads throughout the web universe. From the shady email sender: "The campaign is planned to run for months with a budget of $16-19K each month. We want to consider any type of advertising you could offer. Can we get US traffic immediately? " Could you resist? Read it - you know you want to.
APIs Beat Display
IPG's Media Labs unit says that according to its research, ads enabled by APIs are much more likely to engage the consumer than crummy old display ads (which presumably don't use API feeds). On the IPG Emerging Media Lab blog, the anonymous writer says, "Brands need to decide what type of data streams are “on brand” and identify their own data assets that can be piped into an ad. Designing an ad that relies heavily on dynamic data is a creative challenge." Yes it is! Read more.
It's more clickthrough rate (CTR) debate! Simon Owens is skeptical about Aol ad strategy particularly as it focuses on what success metrics to use such as CTR. From The Nieman Lab for Journalism, he asks in a blog post, "Are display advertisers too obsessed with click-through rates?" F*ck no. Now click here to read more.
It's Not The Country, It's The Attributes
Agency holding company IPG and its media unit, Mediabrands, is moving away from managing and delegating by specific regions. Now, it will first look at the market characteristics of regions, put countries of similar characteristics under one umbrella and manage accordingly. Ad Age's Rupal Parekh reports, "Mediabrands' global CEO, Matt Seiler, said the move reflects a change in the way marketers do business, one he claims is less about geography and more about priorities for growth and pinpointing where around the globe marketing investment will be most valuable." Read more.
TV Dollars Aren't Online
The latest eMarketer research says that TV spending is no longer being impacted by ad dollars moving online. From an eMarketer article, "Television retains the greatest share of US major media ad spending, at 39.1% this year. It has recovered share since 2009 and will keep a steady hold at around 39% of the ad market. This suggests that the increases in online ad spending—set to grow from 15.4% of the total in 2009 to 25.6% by 2015 - will not come at the expense of television." Yes, but television is getting digitized so when does that count as "online"? When it's addressable? OK, works for me. Read it and see the nice charts.
Buy Me An SEM Agency
CRM agency Merkle went into acquisition mode and acquired a search engine marketing firm, Pittsburgh-based IMPAQT, yesterday. According to a release, "Merkle's acquistion of IMPAQT signals its ongoing commitment to accelerating its digital strategy to include investments in digital acquisition and engagement capabilities, focusing on e-mail, mobile, social, site optimization, performance display and search." Everybody's buyin'. Read more.
Ad Networks Are Good
OwnerIQ CEO Jay Habeggar publishes an opinion piece on Ad Age. His POV is clear: "Using an ad network to advertise around approved content that generates a lot of traffic is a sound strategy, one that helps advertisers stay top of mind for consumers. But always-on retargeting actually provides more value." Read more.
Custom Search Ads
For publishers using Google AdSense in their site's search results, Google has launched a new search product called "Custom Search Ads." According to the Inside AdSense blog, "Instead of pre-defined sizes, you can specify the precise width of each ad unit along with the number of individual ads to display, the ad layout, font size, font face, and much more." Read more.
Search retargeting firm Magnetic announced seven new hires including Jonathan Penn, who will become the vp of national sales. According to the release, "Most recently, Penn was director of sales, East coast at AT&T Advanced Ad Solutions." Read it.
The ad ecosystem continues to bubble with partnerships as MarketShare announced that it will work with demand-side platform [x+1]. According to the release that focuses on the cross-channel fit, [x+1] will offer MarketShare’s analytics and MarketShare will offer [x+1]’s media buying platform to their respective clients. Read more.
Just in time for the eBay acquisition of GSI Commerce, Google has announced version 3.0 of Google Commerce Search and features such as: "'Search as You Type', which provides instant gratification to shoppers, returning product results with every keystroke, right from the search bar." When is each keystroke going to be real-time biddable? Read more.
But Wait. There's More!
- Undertone Teams with Evidon for Digital Privacy Compliance - press release
- DoubleVerify Global Privacy Manager Tool Helps Consumers Customize & Control Behavioral Advertising - press release
- Redefining content strategy and content marketing - iMedia Connection