Ad Network Offers Rich Media To Niche Publishers
Uses the Portrait unit introduced by IAB and Pictela.
Martini Media, which serves a network of 1,000 publisher sites in lifestyle and business, is launching a series of multimedia advertising programs including bringing rich media to niche sites.
The program kicks off with the threefold Portrait (a 300 x 1050 unit that permits advertisers use high quality ads) introduced by Internet Advertising Bureau and Pictela. “Now elite, niche publishers can attract premier advertisers that have been the province of portals,” says Bill Rowley, SVP/business development and marketing at Martini Media. “And premier advertisers can make specialty environments a mainstay in brand campaigns.”
Martini Media claims it offers advertisers a chance of more than 100 million page views. Charter advertisers include MINI, Victoria’s Secret and VISA.
Read More: Folio
comScore Media Metrix Ranks Top 50 U.S. Web Properties for October 2011
Big Prizes Lure Players to Lotto and Sweepstakes Sites
Sweetest Day and Halloween Drive Traffic to Flowers and E-Card Sites
RESTON, VA, November 16, 2011 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. web activity at the top online properties for October 2011 based on data from the comScore Media Metrix service. The annual McDonald’s Monopoly game and a large Powerball jackpot drove millions of prize-hungry visitors to the Lotto/Sweepstakes category in October. Sweetest Day and Halloween prompted a seasonal spike in traffic at Flowers/Gifts/Greetings sites and E-Card sites.
“Lotto and Sweepstakes sites saw big gains in October, with the popular McDonald’s Monopoly game generating widespread interest,” said Jeff Hackett, executive vice president of comScore. “Of course October is also the month of Halloween, which generated a predictable surge in retail gifts and greetings, as well as sending of e-cards.”
Read More: comScore
5 Things You Should Know About the Future of Retargeting
Display advertising is changing rapidly and getting more and more confusing. And many people are looking to understand its landscape.
Here are five things you need to know that you may not have thought of when it comes to display:
1. There will be fewer ads per page. One of the problems with online advertising today is that there is no barrier to creating new inventory. Constructing a billboard alongside a highway costs capital. There are a limited number of :30 spots you can run during a top-rated TV show. But if you’re a publisher that wants to create new revenue, it is much easier to add more ads to a page than it is to get more users to the site, or to get the ads to perform better. I estimate that there is about five times more supply than there is CPM/CPC demand. The rest of the inventory is spent on CPA offers or site promotions. Smart publishers should be focused on their audience and properly pricing those ads, to make for a more efficient marketplace – rather than flooding the exchanges and networks with new inventory. As the market gets more mature, the market will get closer to a balance between supply and demand.
2. RTB will be the primary way to retarget and your DSP technology will be the difference between success and failure. For some, this goes without saying. Only a demand-side platform (DSP) accessing all of the major ad exchanges can provide enough reach to power retargeting at scale, particularly when there are any kinds of restraints, like targeting by geo. A good DSP is like a racecar or precision surgical tools – it allows the buyer using the DSP to distinguish between good inventory and bad, cheap and expensive, and premium and remnant.
Read More: ClickZ
Limelight Networks Announces Its Dynamic Site Platform for Mobile to Enable Publishers to More Effectively Create and Manage Mobile Web Presence
Service Allows for Tailoring of Content-Rich Web Sites — Ensuring Content is Displayed as it Should be, Regardless of Device
TEMPE, Ariz., Nov 8, 2011 (GlobeNewswire via COMTEX) — Limelight Networks, Inc. /quotes/zigman/105873/quotes/nls/llnw LLNW +0.63% today introduced its Dynamic Site Platform for Mobile, an innovative new service that enables publishers to create and manage their mobile web presence. By providing the ability to create mobile-specific sites and repurpose content for multiple devices, the solution ensures that content-rich sites are optimized for every device — regardless of screen size, processing power or bandwidth.
Read More: MarketWatch
Yahoo, Microsoft, AOL Share Display Inventory
Still no merger news, but Yahoo, Microsoft, and AOL have agreed to share unsold “premium” display inventory among their respective ad networks.
The partnership, announced Tuesday, appeals directly to Madison Avenue’s desire for scalable reach — something that has been increasingly hard to come by via TV, but not yet achievable online.
“This agreement should begin to change the industry’s perception of premium” inventory, Ross Levinsohn, Yahoo EVP of the Americas, said on a conference call late Tuesday.
More to the point, “this is about differentiation,” Levinsohn added, in response to a direct question about increasing competition from Google and Facebook, and whether their rise brought Yahoo, AOL, and Microsoft together.
A clear and present threat, Facebook and Google are expected to increase their share of domestic display advertising this year by 9.3% and 16.3%, respectively, according to eMarketer.
Yet by adding greater scale into the equation, the partners hope the deal will increase demand for their premium display ad offerings.
Read More: MediaPost
More Video Spots Sold Via Ad Networks
Nearly three-quarters of online publishers now sell 20% or more of their video ad space through ad networks, according to new research from BrightRoll. Per the video ad network, that represents an increase of two-thirds year-over-year.
Also of significance, publishers are not limiting themselves to one ad network. Rather, among the roughly 100 digital publishing partners surveyed by BrightRoll, more than 75% said they have partnered with three or more video ad networks in the past year.
Why the multiple partners? A full 55% of respondents said this stemmed from a simple desire to increase revenue; 21% wanted to increase fill rates, and 16% said they wanted to sell off remnant inventory.
Although publishers are becoming more accustomed to networks, exchanges remain under-utilized, BrightRoll found.
Half of survey respondents said 5% or less of their inventory is available on video exchanges, while one-quarter of respondents said 5 to 25% of their inventory is placed on exchanges — indicating that exchange networks are growing but have not yet caught up to networks.
What factors impacted respondents’ decision to work with one ad network over another? Topping off the list, 44% of publishers cited ad fill percentage, followed by 32% who cited CPM rates. That indicates that publishers are most concerned with having their ad space filled at an efficient cost.
Read More: MediaPost
Rich Media Boosts Mobile Ads
Rich media ad units provide a big boost to mobile advertising click-through rates, according to Jumptap’s MobileStat Report, covering mobile ad network data for September. The survey covered over 300 million impressions for campaigns run by several major advertisers, including both rich media and standard media units, with similar ad creative and messaging (aside from the deployment of rich media). Rich media units included video or audio components.
Among the results attributed to rich versus standard media by Jumptap, CTR increased 337% for a campaign run by a major retailer; 357% for a luxury auto manufacturer; 340% for a new theatrical release; 455% for a quick-service restaurant; 214% for a major athletic equipment manufacturer; and 362% for a consumer electronics company.
The MobileStat Report also addressed the popularity of various smartphones and operating systems. Android led the way at 47% of the smartphone market, compared to 23% for Apple and 21% for RIM. The Jumptap data also indicated that mobile Web and mobile apps are roughly equal in popularity, both garnering 50% of total mobile traffic.
Read More: MediaPost