Vivaki CEO Talks With AdExchanger
AdExchanger.com: What announcement do you have in regards to inventory partners?
CH: We’re the first holding company to be procuring inventory through AdECN. We were able to make that integration happen via Invite Media. I was with Microsoft’s Darren Huston last week and he is quite pleased with the quality of advertisers he’s seen come through due to the integration and [the quality] of our brand marketers. We’re excited by that. It’s by no means exclusive and wouldn’t expect it to be. But, it now makes us interoperable with Google, Yahoo, and Microsoft. And we’re working hard on AOL which will hopefully happen in the near term.
AdExchanger.com: What kind of inventory do you see through AdECN?
CH: AdECN is focused first on Hotmail. And I think as they understand how performance looks, we’ll expand from there. But, we’ve started with Hotmail. The other good piece of news about this is the fact that it is through Invite Media, and post‑Google acquisition – [Google] has been very supportive. Google realizes it’s for the DFA stack, away from media, and they appreciate that it works just like search bid management or serving ads. it’s a good thing for the industry that they’re taking the interoperable view. You were asking [earlier] how we felt about the Invite Media acquisition. I think it’s great that what you’re seeing is some consistency where Omnicom (Click here for OMG CEO Matt Spiegel’s thoughts) and InterPublic Group (Click here for Cadreon CEO Brendan Moorcroft’s thoughts) – I believe through AdExchanger.com – they both have come out supportive and positive.
Read More: AdExchanger
Five Ways Foursquare Advertising is Getting Less Interesting
Foursquare, the geolocation social tool, has been a media darling as of late. Not only is it growing, but people innately understand the monetization model, which is not something you can say about every social site and tool. As people “check in,” or report where they are to their network, Foursquare serves them offers from nearby businesses. It’s a win-win-win situation: Businesses can market to people who are able to immediately take action; Foursquare earns revenue; and users get valuable offers they can use. But Starbucks’ current program on Foursquare may kill the goose that lays the golden eggs (or at least demonstrate how that goose may die a slow, lingering death of neglect). I believe (and I’m curious if you agree) that Starbucks’ ubiquity combined with the offer’s difficult redemption is decreasing attention for Foursquare’s other offers. If other large chains follow suit with similar promotions, those “Special Nearby” tabs within Foursquare’s mobile apps won’t get as much notice, and that means problems for advertisers on the Foursquare platform. If you’re a Foursquare user, you’ve undoubtedly seen Foursquare offers, but for those who are not yet acquainted with the joys of mayorships, here is how it works: When you check in at a location, Foursquare will alert you when an offer is available in close proximity. With a click, you can view that offer. The first couple of times I saw this, the offers were interesting and immediately relevant. For example, I checked in at SFMOMA and was alerted I could get free entry to an art museum across the street.
Read More: MediaPost
The Global CMO Interview: Lorraine Twohill, Google
Google is not known for its marketing; the product markets itself. But as Google attempts to translate its one mega-success — search advertising — into other lines of business, marketing is becoming a more important part of what the search giant is all about. Lorraine Twohill heads marketing for Google on a global basis as VP-global marketing, which means a lot more than most people think. It encompasses everything from TV and billboard ads in Japan — one market that Google doesn’t dominate — to videos for products such as Chrome or Docs and Google’s first TV ad, a Super Bowl spot called “Parisian Love.” Google’s marketing takes different shapes all over the globe and must be relevant to countries with high broadband penetration rates, such as the U.S. or Korea, as well as places where people predominantly access the web using mobile phones or in internet cafés. It has no agency of record, but rather works with several agencies, including Wieden & Kennedy Japan and Bartle Bogle Hegarty in the U.S. and Europe. Ms. Twohill joined Google from European travel site Opodo seven years ago, and assumed the global marketing role two years ago. She currently manages marketing teams in more than 30 countries.
Read More: AdAge
