AOL To Debut New Campaign Platform
Investing further in ad services, AOL is expected to debut a centralized platform for campaign optimization, expansion, and real-time bidding capabilitiesTuesday.
The AdLearn Open Platform (AOP) — an extension of Advertising.com’s current AdLearn technology — is, in part, AOL’s answer to the rise of real-time marketplaces.
“With AOP, we are providing advertisers and agencies access to the power of our platform … as the industry evolves to real-time marketplaces,” said Ned Brody, Chief Revenue Officer at AOL.
Using the new platform, marketers can centrally manage campaigns across what Brody calls the largest market of real-time bidding inventory available, including all major RTB exchanges, as well as bidded access to AOL, Huffington Post and Ad.com’s inventory.
It also includes inventory from the recently announced display ad agreement between AOL, Microsoft, and Yahoo.Marketers will have the option to use the AdLearn Open Platform through self-service or managed service solutions
The State Of Rocket Fuel: CEO John Sees Impressive, Real-Time Bidding Impact
George John is CEO of Rocket Fuel, an online advertising technology company.
As part of its “State of…” series of articles with industry executives, AdExchanger.com spoke with John to discuss his company, his views on the space, and the state of Rocket Fuel today.
Click below or scroll down for more:
•RTB Impact On Display •The Ad Network & Company Positioning
•Revenue, Momentum •Trends Ahead for 2012 and 2013
•Mobile, Social And Rocket Fuel
AdExchanger: Are you seeing the impact you originally anticipated with real-time bidding (RTB) for PC‑based display?
GJ: It’s much better than I thought. If you consider the layers of sophistication around leveraging exchanges and liquid inventory, where “1.0″ was the original Right Media Exchange, and you’d log in and define your targeting rules and your bids, then “2.0″ was real-time bidding – but it doesn’t add anything to that style of buying.
Read more: AdExchanger
Attributing Social Media to Sales Revenue
Today’s social media networking sites are conduits to build, expand, and reinforce brands’ relationships with its target audience. Social media in today’s brand management arena is not just about setting up a Facebook Page and post content that is no different from similar editorial material found on the corporate website. It is about brands building an online relationship with its customers that encapsulates trust, reliability, and service-centricity. Indeed, the intent of any social networking strategy must mirror the same focus and attention that offline relationships are built on over the years.
What this means is that it takes time for companies to create a profile on the social media environment to engage with the online community. Invariably, this approach raised questions on how brands should measure the success attributed to social media. This is especially tricky. Some brands perceive social media similar to the many digital channels available to advertisers, whereby there’s an implicit perception that measurement standards adopted for online advertising applies in social media.
In my opinion, the success metric from social media networking is improved sales revenue, and it has to be clearly attributed to the social media strategies implemented by the brand or its appointed agencies. This approach builds on the belief that discussions that that originate from social media networking will lead to revenue opportunities for brands and advertisers.
Read more: ClickZ
AOL Ad Platform Customizes Display
Hoping to attract more brand dollars, AOL has debuted a technology platform for marketers to customize the design, delivery and management of display advertising. Pictela Enterprise gives ad agencies a guided self-service interface to manage their clients’ brand assets and serve them directly into online display ads.
“We are putting the power of publishing in the hands of the ad agencies and their clients,” said Greg Rogers, senior vice president, premium formats at AOL and CEO of Pictela — which AOL acquired in late 2010.“Think of [Pictela Enterprise] as a content management system for ads.”
The platform is certified to serve its ad units across AOL, Advertising.com and most major online publishers.
Building on AOL’s Project Devil initiative, Pictela’s product suite of products and services includes a cloud-based platform for the creation, delivery and analysis of premium ads.
At launch, the system supports six IAB standard ad sizes, including 300×1050, 300×600, 970×90, 728×90, 160×600 and 300×250.
Read more: MediaPost
SocialVibe Doubles Number of Engagement Ads Served in 2011
LOS ANGELES–(BUSINESS WIRE)–SocialVibe, a digital advertising technology company, today announced new milestones that further establish the company as the leader in the engagement advertising market. To date, the company has powered more than 500 opt-in engagement campaigns for more than 200 of the world’s leading brands including Toyota, Pepsi, GE and Disney. SocialVibe delivered advertisers more than 1.7 billion seconds of consumers’ active attention in 2011 by leveraging its unique engagement advertising technology platform and its network of premium publisher sites.
SocialVibe’s 2011 milestones include:
• Powered more than 500 engagement advertising campaigns for more than 200 leading global brands across five continents.
• Delivered 1.7 billion seconds of consumers’ active attention with brand messages.
• Doubled the number of engagements served compared to 2010.
• Amassed an extensive network of premium partner sites and apps to reach more than 100 million unique consumers every month.
• Integrated augmented reality technology into brand engagement ads, an industry first
• Published a research study with independent firm KN Dimestore that demonstrates more than 90 percent of people pay active attention to a brand message when interacting with a value exchange engagement ad.
• Introduced engagement advertising internationally into Latin America, and established a U.K. office to lead EMEA engagement efforts. • Secured $20 million in funding led by Norwest Venture Partners.
• Doubled company headcount over 2010.
Read more: BusinessWire
First Cross Channel Tracking Technology for Mobile Devices Unveiled by AdTruth
SAN JOSE, CA–(Marketwire – Feb 23, 2012) – AdTruth, a division of 41st Parameter — the global leader in device recognition technology used in fraud prevention and digital media — today unveiled a critical new capability of AdTruth’s DeviceInsight™ technology: Mobile Web to Mobile App Bridging. This allows marketers to recognize users across Mobile Web and App content enabling more effective mobile ad targeting while fully respecting consumer privacy.
Mobile usage continues to grow and the numbers are staggering; yet, there are real and pressing challenges in reaching mobile audiences effectively. Because so few mobile devices store cookies, tracking and targeting is extremely difficult. Even in cases where tracking is possible, a single user — using the same device to access both the Mobile Web and App-based content — will have two distinct identities: one based on the application they’re using and another based on their browsing behavior. In some cases, AdTruth identified more than a 90 percent overlap between these two audiences. This inaccurate audience recognition results in inefficiencies, wasted impressions and lower overall ROI for mobile advertising campaigns.
“The size, scope and marketing potential of the mobile industry continues to be underestimated,” said James Lamberti, vice president and general manager of AdTruth. “Mobile gaming revenue alone is nearly at par with Hollywood. It’s incredible. Unfortunately though, the capabilities for marketers to reach their audiences on mobile devices are very limited. What we’ve introduced today — the ability to recognize a single user across mobile apps or their mobile browser — is a big step toward removing a critical barrier to effective audience targeting. It’s going to allow marketers to do so much more.”
Read more: marketwire