Online Advertising - Publishing 2.0 (Page 2)

Washington Post's LoudounExtra.com Isn't Yet Hyperlocal Enough

On the heels of hyperlocal pioneer Backfence shutting down, the Washington Post has launched its own hyperlocal experiment — LoudounExtra.com, a site dedicated to Loudoun County, a suburb of Washington, DC. (Thanks to Hashim for the tip.) It so happens I live in Loudoun

New York Times

The Poor State Of Online Display Advertising Relevancy

I was on the New York Times site just now and was a bit freaked out when I glanced at the adjacent ad: I live in Leesburg, and the ad knows this. What struck me is that I was “freaked out” even though I

Online Advertising

New Online Advertising Models: The Scalability Problem

Search advertising is probably the most scalable advertising platform in the history of advertising and marketing. But ten years into the promise of the web and new media to transform advertising into an ROI-driven marketing engine, the success of keyword-driven pay-per-click text ads is

Google

Is Google Search Advertising Deceptive?

The Australian Competition and Consumer Commission is suing Google for deceptive advertising practices. I don’t know if the suit has legal merit, but it puts the spotlight on Google’s advertising formats (which are used by most search engines) and, given that this

Google

Nielsen Replaces Page View Ranking With Time Spent, Swaps One Problematic Metric For Another

Nielsen took a big step towards accelerating the death of the page view by announcing it would rank websites by time spend on the site instead. But time spent is an equally problematic metric that assumes that more is better, which isn’t the

Newspapers

Ebay Free Classified Ad Site Kijiji Is Another Huge Blow To Newspapers

Poor newspapers. Their cash cow service, classified ads, is probably about to break a record for facing more competition from free services than any other in the history of paid services. Faceboook recently piled on to the Craigslist disruption of the newspaper classified market

Online Advertising

Yahoo SmartAds Tackles Online Display Advertising's Customization Problem

Yahoo has launched an advertising platform called SmartAds, which allows display ads to be customized “on the fly” based on a user’s behavioral profile, taking a significant step towards the long-promised but thus far poorly-delivered paradigm of total customization for online display ads.

Online Advertising

What Will Burst The TV Advertising Bubble?

Why does TV advertising continue to do well in the face of declining viewership and transcendent online video? Here are some examples of the typically contradictory reports that make it so difficult to get a handle on what’s really going on (bold is

Media Platforms

Ad Platforms vs. Ad Networks: Who Controls The Advertiser Relationship?

Time Inc. has selected Quigo to provide an Adwords-like platform for bidding on pay-per-click text ads across all Time Inc. sites. Quigo will replace Google AdSense network and Yahoo Publisher Network, which currently serve pay-per-click ads from advertisers that buy ads in Google’s

New York Times

Is New York Times Print Ad Revenue Declining By Double Digit Percentage?

If I were in a shareholder of a newspaper or any print based media company, I’d be demanding that financial reporting breakout the absolute amount of print and online revenue, rather than concealing the actual amount by which increasing online ad revenue is

Online Advertising

Can Online Publishers Take Back Control From Ad Networks?

If the future of advertising is online, many companies, including Google, Yahoo, Microsoft, and WPP, are betting that the future of online advertising is in ad networks, i.e. centralized platforms for the buying and selling ads, where the company that controls the network

Online Advertising

Is A Sponsor Post A Legitimate Ad Unit?

Is there a difference between a blog advertiser posting their own content in a clearly labeled sponsor post (i.e. NOT written by the blogger), which is allowed to appear in the RSS feed like an editorial post, and a format like PayPerPost, where

Newspapers

Should Newspapers Compete With Local TV Stations For Online Video Advertising?

As newspapers struggle to transform themselves into digital media publishers, many have begun to produce online video, in some cases going head-to-head with local TV stations for traditional newscasting. Newspapers have struggled with the transition to digital because classified ads, their cash cow, are

Google

Google Is An Ad Agency Competing With Madison Avenue

What does an ad agency do? It brokers ad sales, right? So is Google an ad agency? I mean in the traditional sense of being the middle man between advertisers and media companies, not as a media company selling ads directly, as Google does

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

Media Economics

Advertising Trend Ratio: A New Metric For Publishers

Publishers trying to manage rising online ad revenue against declining print ad revenue are looking at the wrong metrics. Instead of looking at the advertising trends in silos and comparing percentage increases and decreases, they should be looking at the relationship between absolute increases

AOL

AOL Targets Premium Brand Advertisers By Running Fewer Ads

AOL announced a strategy to increase ad revenue by reducing clutter in order to attract higher CPM ads, i.e. they’re going run fewer ads (via MediaPost): The counterintuitive plan–presented Thursday by the company’s Chairman and CEO Randy Falco and Chief

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,

Digital Media

How Well Is Time Inc Managing The Transition To Digital?

Time Inc. CEO Ann Moore spoke yesterday at a Magazine Publishers of America event and gave evidence that Time Inc. is having some success in digital media — but she gave no evidence (at least none cited in the Ad Age coverage) that this success

Google

The Disruptive Shift Of Ad Spending From Offline to Online

Every media company is positioning itself to benefit from the increasing shift of ad dollars from offline media to online and digital media, but in many cases ad dollars aren’t moving online in a 1-to-1 ratio. That’s why newspapers, for example, still

AdSense

Will The Gaming Of Open Ad Systems Slow The Growth Of Online Advertising?

Google has so many conflicts of interest, e.g. delivering the highest quality “organic” search results vs. tolerating high ranking sites that clearly have no purpose other than to make money from Google AdSense (i.e. “made for AdSense” sites). There’s also pay-per-click

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

AdSense

The New Vertically Integrated Media And Advertising Companies

It’s clear now that the media and advertising industries, which thanks to Google and Web 2.0 now include the software industry, will be dominated by a new breed of company — the vertically integrated media and advertising company. Google’s AdWords created a

AdSense

WPP Acquires 24/7 Real Media To Compete With Google And Yahoo

I saw one of Google’s “agency relationship managers” give a pitch to a top agency, where she gave the standard line that Google doesn’t want to be an ad agency. I didn’t believe it for a second. And neither does WPP,

Digg

Could Gaming Social Media Sites Be A Legitimate Form Of Online Advertising?

Social media marketing, i.e. promoting content through social media sites like Digg has become a cottage industry. Digg and other “audience as editor” sites have fought tooth and nail against gaming, trying to keep marketing content from receiving the same homepage attention as

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