Google: Dynamic Data And Social Features Can Save Display Ads
Display ads will incorporate a variety of social elements in future campaigns, but integrating creativity and dynamic data today can provide marketers with indispensable consumer mindshare and loyalty. The technology now exists to create these opportunities. The challenge may seem daunting to some marketers, but technology has made opportunities creative and dynamic ads limitless, Neal Mohan, vice president of product management at Google, told OMMA Global attendees in San Francisco Thursday. Google has the ability to integrate real-time data into display ads that serve up messages based on the time of day, the weather in a specific region, and more. “It’s a combination of taking in real-time data and determining what elements of the ad should go where,” Mohan told MediaPost. “You need to do this on the fly across millions of impressions every day. You can’t do this once or twice daily, but all day long.”
Read More: MediaPost
Google and Partners Seek TV Foothold
Google and Intel have teamed with Sony to develop a platform called Google TV to bring the Web into the living room through a new generation of televisions and set-top boxes. The move is an effort by Google and Intel to extend their dominance of computing to television, an arena where they have little sway. For Sony, which has struggled to retain a pricing and technological advantage in the competitive TV hardware market, the partnership is an effort to get a leg up on competitors. The partners envision technology that will make it as easy for TV users to navigate Web applications, like the Twitter social network and the Picasa photo site, as it is to change the channel. Some existing televisions and set-top boxes offer access to Web content, but the choice of sites is limited. Google intends to open its TV platform, which is based on its Android operating system for smartphones, to software developers. The company hopes the move will spur the same outpouring of creativity that consumers have seen in applications for cellphones.
Read More: NYTimes
Yahoo No. 2 Steps in to Lead Sales on Interim Basis
Yahoo No. 2 Hilary Schneider will oversee ad sales at the portal for at least the next few months as it searches internally and externally for a replacement for Joanne Bradford, who left suddenly to be come chief revenue officer at Demand Media. In an interview, Ms. Schneider said all of Ms. Bradford’s direct reports would report to her to ensure a “level of continuity.” Ms. Schneider has been deeply involved with the integration of Yahoo and Microsoft search sales operations and said that effort, under way now, won’t be affected by Ms. Bradford’s departure. “My plan is to work with Joanne’s team directly,” Ms. Schneider said. “At the same time we are going to launch an external search which I expect will take a couple of months.”
Read More: AdAge
