Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Google Wins Patent; Owns Mobile
OK, Google doesn’t own mobile, yet, but it has added another patent to the portfolio as VentureBeat’s Kim-Mai Cutler discovered a recent patent approval by the U.S. Patent & Trademark Office titled, “Determining and/or using location information in an ad system.” Cutler quotes from the patent database, “Finally, tools, such as user interfaces, may be provided to allow a business to enter and/or modify location information, such as location information used for targeting and location-dependent price information.” All this gets trumped if Microsoft can patent the computer. Read more from VentureBeat. And, visit the USPTO site to see the patent.
On Yahoo! Buying A Mobile Ad Network
Online Media Daily’s Mark Walsh interviews David Katz, VP of Yahoo Mobile North America, about when and if Yahoo! will buy its own mobile ad network along the line of an AdMob (bought by Google) or a Quattro Wireless (Apple). Katz downplays Yahoo!’s interest in purchasing a mobile ad network saying the company already has a formidable reach. Read more.
Magazines: From Print To Online
Magazines and newspapers are uniting to tell the “power of print” story according to an article in the The Wall Street Journal. The result will be “a multimillion-dollar ad campaign” with “nearly 1,400 pages of ads” that will be sprinkled in popular rags People, Vogue and Ladies’ Home Journal. Does this feel like a bad idea to you? Read more in the WSJ. But, not all magazine publishers are thinking print as Conde Nast is preparing to have its brands Ipad-ified. The NY Times’ Stephanie Clifford tells the story here. Clifford brings more insights on the magazine world in a Sunday Times’ article that covers the Columbia Journalism Review’s (CJR) survey of magazine websites. Evidently, they’re having trouble editing websites in the mag world. So says the survey – download it here from CJR. Read Clifford’s CJR survey story here.
Comscore aggregates recent press releases about data from its audience measurement services as well as ad effectiveness studies in a single PDF file which it calls the “ComScore Data Passport.” One of the more interesting sections is in regards to a cross media study showing the effectiveness of a campaign when multiple marketing channels are utilized. Even more data would be great, but it’s a starting point for those looking to convince digital neophytes that they need to be buying audience across digital channels – traditional, too. Download it (sign-up required).
From the 4As Conference
Lots of tweeting and blogging from the 4As conference this week in San Francisco. Rob Hof covers Yahoo! CEO Carol Bartz’s appearance at the 4As where she stated, “Targeting is a huge focus for Yahoo right now–as it is for every Web site and marketer alike.” Hof notes that everyone has “data on the brain” at the conference. Read more Hof.
More data on data: Cadreon’s Quentin George was in attendance yesterday, too, and tweeted that Bartz said, “14000 people at Yahoo [are] focused on data and insights.” The guy or woman that runs YahooAdBuzz’s Twitter account was busy quoting Bartz: “We tracked 2 million users for 12 weeks and found that every ad dollar spent = $10 in purchases.” And then there was this tweet about the “It’s Still About Data Session”: “Think of a DSP as a TV optimizer on steroids.” Pass the koolaid.
Read Mediaweek writer Jim Cooper’s 4As Bartz summary here.
TargetSpot Displays Audio Ads
Wired’s Eliot Van Buskirk covers recent developments in the digital audio ad space including a deal between CBS-backed TargetSpot with “Slacker’s music-streaming service to bring ‘the first-ever targeted mobile audio ads to mobile radio listeners.'” Says Van Buskirk, “That’s different than the targeted display advertising that already appears in mobile apps.” Read more.
AP Becoming Tech Company
PaidContent’s Staci Kramer says the AP is all-in with technology investment as its already anted-up $60 million to create the tech that will get its content on digital devices. As Kramer points out, now the AP needs to figure out how to monetize it. More ideas here.
Mike On Ads On DSPs
From his Mike On Ads blog, Mike Nolet (also CTO at AppNexus) looks at the recent DSP definitions floating about and suggests that “everybody” is a DSP. He offers for consideration a key point of differentiation among the DSPs: “Of the umpteen companies calling themselves a ‘DSP’, how many can say that there is technology being built on top of them? How many have open APIs that you can integrate with?” Read more.
Speaking To Brand Marketers
John Burbank, CEO of Nielsen’s Online Division, brings his recent OMMA Measurement and Metrics presentation to the Nielsen blog and breaks down the necessary components for reaching a brand marketer’s audience in digital advertising. It’s not just about impression levels says Burbank, it’s about reach, frequency and efficiency. See it.
NY Times Eats DOOH
Richard Perez-Pena of The New York Times that the NY Times mothership is launching its own digital-out-of-home (DOOH) content initiative on 850 screens in five cities. Through an agreement with DOOH network owner, RMG Networks, the Times looks to extend its content and brand to captive, relevant audiences in “coffee shops, casual eateries and airport newsstands.” It hopes to double its content reach at a later date. Read more.
