Defending Rich Media
The ad kicks off with an innocent 300 x 250 banner. But click it, and the entire page gets ripped apart by a zooming sports car, which disappears to display a video of the car. It sounds exciting, and rich media ads get better results than traditional display. And yet, there are still critics who doubt the effectiveness of rich media. Ari Paparo, svp at AppNexus, claimed in a Digiday article that rich media is an unproven channel with questionable ROI. He also adds that In-Stream Video is a safer bet.
Although I think Ari’s views on in-stream are right on the money, I wouldn’t write off rich media so quickly; If not for rich media, we would have to use only standard banners for display, and rely on clicks as our sole method of measurement. And we know that research from has shown repeatedly that only a small part of the population is responsible for the vast majority of ever-dwindling clicks.
On the other hand, another recent research study by ComScore has shown that campaigns with high dwell-rates increase brand related keyword search threefold, boosting site visits and brand engagement. Dwell metrics measure the rate of meaningful engagement with rich media banners and engagement length.
Read More: DIGIDAY
Global Ad Spend on Real-Time Bidding (RTB) will Rise to $6.5 Billion by 2015
Research Unveiled at PubMatic’s Ad Revenue 4 Conference Today From IDC Forecasts Inevitable Transition of Premium Inventory to be Sold via RTB
NEW YORK–(BUSINESS WIRE)–PubMatic (www.PubMatic.com), a media technology company that provides a holistic inventory, data and advertising revenue optimization platform for digital publishers, today released a study conducted with research firm IDC showing that Real-Time Bidding (RTB) will amount to $6.47 billion in ad spend by 2015 in the U.S. and major markets in Western Europe. The IDC findings, led by Karsten Weide, Program Vice President, Digital Media and Entertainment, have been published in PubMatic’s Ad Revenue Report, which published in conjunction with the Ad Revenue 4 conference taking place today in New York City.
PubMatic’s Ad Revenue Report is available here: www.pubmatic.com/adrevenuereport
The IDC research analyzes the state of RTB across the United States and in Western European nations France, Germany and the United Kingdom. The report estimates the current and past spending on RTB-based display ad sales and forecasts yearly growth until 2015. Highlights from the research include:
RTB-Based Spending: By 2015, RTB-based spending will stand for 27% in the United States (up from 10% in 2011), 25% in the UK (up from 6%), 21% in France (up from 4%) and 20% in Germany (up from 4%). Total spending on RTB in the US will reach $5.1 billion; $680 MM for the UK; $219 MM for France; and $495 MM for Germany.
Read More: Businesswire
GLAM MEDIA TO ACQUIRE NING, THE LEADING PLATFORM FOR CREATING SOCIAL NETWORKS AND OWNED BRAND FAN WEBSITES
Silicon Valley Pioneer Marc Andreessen to Join Glam Media’s Board of Directors
Acquisition Will Create One of the Largest Social Media Content Companies with over 240 Million Users & 100,000 Publishers —Creating the First Paid, Owned & Earned Media Platforms for Brands
Silicon Valley, CA— Sept 20, 2011—Glam Media, Inc. (www.GlamMedia.com), the number one vertical social content platform company with the largest online global reach for women, today announced that it is acquiring Ning (www.ning.com), the leading online platform for building social websites, including more than 100,000 custom branded fan sites.
“Ning is the clear leader for creating custom social websites and communities. Acquiring Ning adds a natural extension to our social media platform, new distribution channels and a talented Silicon Valley team, all of which support our aim to connect brands with engaged, passionate audiences,” said Samir Arora, Chairman and CEO of Glam Media. “With the addition of Ning, Glam Media will truly become the first next generation media company in the post-social world.”
Since launching the first social blog community in 2005, Glam Media has experienced tremendous success, growing from just seven publishers and 12 authors to more than 2,500 publishers and 4,000 authors globally today. The company has trusted relationships with more than 1,000 leading brand advertisers and is a Top 10 web property with more than 85 million monthly unique visitors in the U.S. and more than 200 million globally.
Read More: Glam Media
Havas Digital, MediaMind Partner On Analytics
Pooling their resources, Havas Digital on Tuesday announced a partnership with online ad firm MediaMind — formerly Eyeblaster.
Per the deal, MediaMind will help power Artemis, Havas Digital’s own analytics platform. Marketers can expect the two partners to pitch them on the combination of MediaMind’s multichannel ad-serving technology with the attribution and analytics capabilities of Artemis.
Pitched one way, Katrin Ribant, executive vice president of data platforms for Havas Digital, says: “The integration of MediaMind with our Artemis analytics platform allows marketers to have increased depth of insights into digital marketing efficiency.”
Artemis is core to Havas Digital’s Adnetik platform, which is widely believed to be the first major demand-side display advertising platform to come out of an agency holding company.
Digital media and ad technology provider DG recently acquired MediaMind for $414 million in cash. Gal Trifon, former MediaMind CEO, stayed on as chief digital officer at DG.
Read More: MediaPost
PointRoll and Tremor Video Partner to Deliver Locally Targeted Dynamic Video Advertising on a National Scale
Ford Leverages Joint Alliance to Bring Local Offers and Messaging to Online Video Ads
NEW YORK, Sep 07, 2011 (BUSINESS WIRE) — PointRoll, a Gannett Company and leading provider of digital marketing technology, today announced a strategic alliance with Tremor Video, the largest independent online video technology company. The partnership enables brands to buy video advertising on a national level through Tremor Video’s network while targeting and dynamically serving locally relevant in-stream video advertising through PointRoll– bringing part of the $17 billion local TV advertising market online.
The joint venture will now provide major brand advertisers with a fully integrated dynamic video solution that will allow them to maximize their video marketing spend. Ford is just one of the advertisers who has leveraged this alliance and is currently running a dynamic in-stream video campaign. The 15-second video ad’s final frame presents an offer dynamically delivered at run-time based on each viewer’s geography that gives them the option to visit their local dealer’s website.
“As video has become a more prominent element in online advertising, we wanted to apply the same dynamic nature to it, as we have with display advertising,” said Keith Morris, SVP, Group Account Director, Tier 2 Digital at Team Detroit’s Retail First division. “Being able to bring localization of offers and messaging to online video ads is the next natural step in the progression of our dynamic online strategy and coordinating the efforts of Tier 1 and Tier 2.”
Read More: MarketWatch
Context & Behavior Both Matter
Pretarget™ unveils Intentsity™ targeting, the convergence of contextual and behavioral targeting powered by keywords
SAN FRANCISCO, Sept. 7, 2011 /PRNewswire/ — The pendulum swings: yes, behavioral audience advertising is great. But not always. Context matters – in some cases, even more. But what works best is when you combine them both and see performance gains of 50 to 200 percent. Using keywords as the underlying element, Pretarget™ creates Intentsity™ targeting, the optimal blend of contextual and behavioral digital advertising for precise audience targeting and efficient performance.
“In general we know that context and behavior both matter and can both work – it’s finding the right mix that’s difficult,” Carat Digital Media Director Sankar Patel said. “Pretarget has created a unique keyword based targeting opportunity that lets us deliver messages based on precise contextual and behavioral insight that we can strategically use for brand or performance efforts.”
Pretarget™ launched in 2010 with search retargeting and has learned that keywords are the common thread that binds contextual and behavioral data. Testing across tens of millions of impressions using contextual (page title, content, copy paste sharing), behavioral (search retargeting, third party behavioral segments, ad engagement), client site retargeting and run-of-network resulted in the creation of the Intentsity™ algorithm, which on average exceeds any single tested data type in click and conversion metrics, sometimes by as much as 2000 percent. In addition, because Intentsity™ targeting isn’t constrained to any single data set, it is infinitely scalable.
Read More: PRNewswire
