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Advertising ROI

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Advertising ROI

Dear Advertiser: Your Ad Sucks!

Why is Google transcendent and Yahoo a takeover target? Compare the following: Sue Decker, president of Yahoo! Inc. (Nasdaq:YHOO), addressed the advertising industry during a keynote this morning at the 2008 Advertising 2.0 New York conference. “Yahoo! is helping to accelerate the transformation of how display advertising is

Advertising ROI

Why Traditional Advertising Formats Fail On The Web

As media companies struggle to figure out their digital future, the elephant in the room is that they have only been able to monetize online audiences for pennies on the dollar compared to traditional media. Here’s why: Traditional advertising formats FAIL on the web. By traditional advertising formats, I

Advertising ROI

Why It's Good News If Google Is Vulnerable To A Recession

Tech bloggers and analysts had a collective cow yesterday over the news that January 2008 comScore data suggest clicks on Google’s paid search ads have stopped growing, which implies that Google may be vulnerable to a US recession already underway. Fred Wilson had a sober reflection on why he

Advertising ROI

Microsoft Announces Engagement Mapping ROI Black Box, Technology Companies Taking Over Advertising Industry

Microsoft announced today that they are going after the holy grail of advertising: integrated ROI measurement and tracking. The big problem with online ROI measurement that Microsoft is targeting is the inability to assign quantifiable value to brand advertising, e.g. banner ads, and which results in disproportionate value being

Advertising ROI

Who's Afraid of Online Advertising?

A new McKinsey & Co. report called “ How Companies Are Marketing Online” draws the astonishing conclusion that many advertisers are reluctant to shift dollars online — despite the massive shift of consumer attention online — because of the “absence of meaningful metrics and adequate capabilities.” McKinsey polled 410 marketing executives in five

Advertising ROI

Propping Up Declining Traditional Media Businesses

Two reports out today illustrate how the traditional media industry is working hard to prop up their declining business. First, as evidence of the decline, IBM released a study that says that the Internet is about to overtake TV as the principal medium in most households (via MediaPost): TIME SPENT

Advertising ROI

It's Easier For Advertising To Create Value With Information Than With Entertainment

Nielsen asked 1,000 consumers on its new “engagement” panel if they could recall any TV commercials they had seen — only one third of them could. In contrast, 79% could recall at least one TV show. This is not the least bit surprising because traditional TV advertising creates NO value

Advertising ROI

Page Views And CPMs Are Suppressing Online Advertising Growth and Innovation

The page view may be dead, but page views are still the currency for online display advertising, with most display ads still being bought on the basis of CPM, or cost per thousand ad impressions — and impressions are a function of page views. The problem is that the page view-driven

Advertising ROI

Improving Online Display Ad Relevancy: Interview With TACODA's Larry Allen

Following up on my post about the poor state of online ad relevancy, I’ve been digging deeper with some of the companies that are working to improve that state, which lead to the following interview with Larry Allen, SVP, Business Development and Marketing at TACODA. Believe it or not,

Advertising ROI

It's Official: Google Has Acquired Feedburner And It's All About Metrics And Advertising ROI

FeedBurner just quietly posted to their site the official announcement that Google has indeed acquired Feedburner. Here’s what CEO Dick Costolo has to say about why it’s such a great fit (which it really is): Google’s competencies and focus around publisher analytics, distribution, and monetization map perfectly

Advertising ROI

Software Is Media And Microsoft Is Now A Media Company

Google may be forever denying that it is a media company (and an ad agency), but Microsoft is embracing the transformation of software into media and the overall convergence of media and technology. Yusuf Mehdi, Microsoft’s senior vice president and chief advertising strategist, said in reference to denying rumors

Advertising ROI

What Is The Value Of Online Display Ads?

Now that Google, Yahoo, Microsoft, and WPP have spent collectively $10.4 billion to acquire the largest online display ad platform companies (DoubleClick, Right Media, aQuantive, and 24/7 Real Media) on the bet that display ads will be a key driver of growth for online ad spending, it’s

Advertising ROI

How To Make $10 Billion In Ad Revenue Without Measuring Unique Vistors Or Page Views

Can you name an online media company that has billions in ad revenue but has never had to bother with measuring unique visitors or pages views — those antiquated measures that keep the dynamic web locked into antiquated ad sales processes and ruin the online advertising economics of most media companies?

Advertising ROI

Google Acquired DoubleClick To Create A People-Driven Advertising Platform

I sat in on a presentation by a Google rep to a New York agency — it was a big, wet sloppy kiss. Here was Google, king of impersonal, self-serve online ad efficiency up to its eyeballs in gooey “relationship building.” It’s no accident that Google’s New York office

Advertising ROI

Craigslist Openness vs. Newspaper Trust

If Craigslist is killing the newspaper classified business, then it appears that newspapers’ real missed opportunity may be in failing to provide a sufficiently conducive environment for seeking and selling sex and love. Reading this analysis by Compete was one of those Doh! Of course! moments (and, as a commenter

Advertising ROI

Google's Core Competency Does Not Translate To Offline Media -- But That May Work To Google's Advantage

What is Google’s core competency? I would argue that it’s harvesting the value from massively scaled, complex human activity, i.e. millions of websites linking to each other and hundreds of thousands of advertisers bidding on key word and experimenting with ad creative, clickthrough rates, and conversion rates.

Advertising ROI

What If Google Never Succeeds With Offline Advertising?

Discussions of Google’s offline media ambitions — to extend their wildly successful platform for online advertising to offline advertising — typically assume that Google’s success in the offline arena is just a matter of time. But the reality is that Google has nothing but a string of failures to show

Advertising ROI

Blogs Have A Big Problem With Small CPMs

Chris Anderson highlights the tiny direct cash return that Guy Kawasaki earned on his first year of blogging: $3,350 at a CPM of $1.39. That’s a pitiful CPM by mass media standards — and it’s totally wrong. The way media has traditionally worked, the more “pure” the

Advertising ROI

Silicon Valley vs. Madison Avenue

If you spend too much time in Silicon Valley you’d think that the technology industry — with Google leading the charge — already owns the future of advertising. But don’t count out Madison Avenue just yet — they may be responsible for perpetuating the imbalance between media time spent online and

Advertising ROI

The Page View Can Only Be Dethroned By Innovations in Online Advertising Value

There’s more talk about the death of page views, this time from the Chief of Insights at Yahoo, the recently dethroned page view king. The reason page views persist is that they are a key variable in the still dominant currency of online advertising — impressions, and its derivative CPM.

Advertising ROI

Better Opportunity to Sell FTC Violating PayPerPost Ads Than MySpace Ads?

One sales executive apparently sees more opportunity selling ads for PayPerPost, whose no-disclosure-required policy was just declared a big No-No by the FTC, than selling ads for MySpace (via PayPerPost blog): Randy Mountz, former vice president of sales for MySpace.com’s Midwest region, has joined PayPerPost as the company’

Advertising ROI

The Deeply Painful Growing Pains of Online Advertising

Everybody is betting on the future of online advertising, but catching up on reading for this week, I was struck again and again by how deeply painful the growing pains are… The Internet Advertising Bureau has launched an ad campaign to “convince” advertisers to spend more money online (via MediaPost)

Advertising ROI

The Deep Structural Problem of Advertising 2.0

In the standing-room-only Web 2.0 Summit workshop sessions on the future of marketing and Advertising 2.0, the belief that the revolution will be funded by advertising came face to face with the deep structural problems of advertising in the digital age. The poster child of both the promise

Advertising ROI

The Upside and Downside of Google's Newspaper Deal

Unbowed by its failed magazine print ad program, Google has cut a deal with 50 major newspapers to sell remnant print ad space to its enormous roster of AdWords advertisers. Here’s the upside and downside for Google and the newspaper industry: ** Upside** Google — Even if newspaper print advertising continues