TruSignal unveils high value consumer audience targeting segments on the BlueKai Exchange™
Innovative digital ad targeting firm TruSignal and BlueKai, the world’s most complete platform for data management, analysis and acquisition, today announced an expanded partnership to provide online advertisers a more precise way to target high value consumers across several product and service categories, including automotive insurance, life insurance, financial products and education.
Effective immediately, TruSignal’s Ideal Audiences, built using patented predictive analytics and aggregated real-world first- and third-party data, are now publicly available for purchase on the BlueKai Exchange, the largest marketplace for anonymous third party audience data. This expanded partnership comes at a time of rapid growth in data-driven digital advertising.
Online behavioral advertising revenue is expected to reach $7.1 billion by 2015, according to Parks Associates’ 2011 report on “Trends in Behavioral and Contextual-based Advertising.” Direct marketers have achieved great success by leveraging online behavioral data to efficiently reach consumers in-market for various products, or so-called hand raisers.
Read more: TruSignal
Twitter Opens Up Self-Serve Ad Platform to 10,000 Small Businesses
Twitter is rolling out the self-serve ad platform it’s been testing to 10,000 small and midsize businesses next month through a partnership with American Express, in a bid to broaden its revenue streams.
Starting tonight, American Express cardmembers and merchants can register to use the platform on a first-come, first-serve basis and also receive $100 in advertising credits to put toward bidding on promoted tweets and promoted accounts — hopefully whetting their appetites for more. Twitter had begun the roll-out of self-serve, which lets advertisers make electronic payments instead of being invoiced by the sales team, in mid-November with a group of fewer than 20 advertisers and ultimately expanded the group to about 100.
CEO Dick Costolo noted that opening up the self-serve platform is a key development for Twitter in a potential banner year when the company is also focused on reaching the market for its political ad products and scaling its international ad offerings.
Read more: AdAgeDIGITAL
BUZZMEDIA, Publishers Clearing House, and The Seattle Times Select Adometry to Ensure Online Advertising Quality
Adometry®, Inc., the leader in cross channel fractional attribution and online media verification technology, today announced that BUZZMEDIA, Publishers Clearing House, and The Seattle Times have adopted the Adometry ad analytics technology for publishers to improve the management and monitoring of display advertisements on their sites. These leading web properties are now using Adometry TagScan™ to analyze, monitor and administer ad tags across their sites. The technology drives efficiencies for publisher ad operations teams by ensuring problem-free performance and maintaining high-quality standards for the display advertising services they deliver for brands and online marketers.
“Maintaining consumer trust in the online ecosystem is critical to ensuring the vitality of the marketplace,” said Sal Tripi, VP of Operations and Compliance at Publishers Clearing House. “That’s why taking a proactive approach to protecting our consumers from online exploits and maintaining standards is essential to our business and the future growth of PCH online properties. With the addition of Adometry’s TagScan, we are able to help achieve these goals by monitoring third-party ad tags and verifying they meet with our strict compliance standards.”
Adometry TagScan is delivered via a SaaS-based model, which makes it easy for publishers to deploy the technology and more quickly achieve results and performance improvements. By reporting tag-related activity in real-time, online publishers can improve site operations, prevent data leakage, and protect against malware infections. This includes the ability to monitor ad changes, and test the functionality of ad tags before they are deployed.
Read more: Adometry
WPP’s MJoule Enters China’s Mobile Market
WPP agencies GroupM and Tenth Avenue have joined forces to launch a mobile marketing presence in China through the acquisition of local mobile agency Wisereach.
The new entity, known as MJoule, will combine assets of Tenth Avenue’s mobile specialty unit Joule with the existing mobile operations of GroupM in China.
MJoule will be a full-service mobile advertising and marketing agency led by former Wisereach CEO Craig Zhang, who will report to Joule CEO Michael Collins. “Mobile is fast becoming a dominant channel for brands to connect with consumers,” says Bessie Lee, CEO, GroupM China, in a statement. “MJoule will ensure GroupM China maintains a leadership position in mobile and continue to provide our clients with a competitive advantage.”
Read more: MediaPost
Tremor Video Buys TubeMogul’s InPlay To Complement VideoHub Analytics
Tremor Video’s acquisition of TubeMogul’s InPlay ad analytics tool helps both companies respectively sharpen their value to a fast-evolving video marketplace. The deal, terms of which were undisclosed, gives Tremor yet another layer of insight into publishers’ ad management programs. At the same time, TubeMogul can be seen as more fully ensconced on the demand end of the digital video ad sales equation and is no longer trying to play both sides of the fence.
Analytics is the difference: Tremor plans to integrate InPlay, which TubeMogul created about three years ago to attract more publisher business, with VideoHub, its end-to-end video ad sales platform. While VideoHub serves both ad sellers and buyers, Tremor is largely aimed at working with publishers. At a time when video ad spending remains the fastest growing category of ad spending — eMarketer said last month that video ad dollars will rise 40 percent in 2012 to $3.1 billion — the providers of video ad services are primarily differentiated by their analytics and tech stack.
Video Ads Becoming More Interactive, Generating Better Results According to PointRoll’s Video Benchmark Study
PointRoll, a Gannett Company and the leading provider of digital marketing technology, today announced the findings of its recent Video Benchmark Study and revealed a robust new set of in-stream video formats. The study conducted concluded that 78% of viewers completed 100% of interactive in-stream ads, compared to 69% who completed 100% in-stream ads without interactive elements. Additionally, interaction rates, where users specifically took an action within the ad, for in-stream video ads were more than three times higher than that of in-banner video ads.
PointRoll’s Video Benchmark Study, which compared campaign results from April–December 2011, also revealed some interesting nuances across vertical ad categories. Among those that were top performing across interactive in-stream ads were automotive, entertainment and non-profit organizations. Consumer electronics manufacturers, consumer goods manufacturers and telecommunications companies were among the top three vertical categories for in-stream video ads that did not include interactivity.
