Category: ad networks
Rich media ads, created by Apple, that run only on Apple devices such as the iPhone, iPod Touch and the iPad. They enable users to click on photo galleries, launch videos and click to purchase. iAds will not take users out of the app because they don’t launch separate windows.
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Measure Online Display Ad Effectiveness to Determine Full Effect of Campaign
The problem with the use of click-through rates as the sole measure of online display advertising effectiveness is that CTR ignores a host of other ‘view-thru’ advertising effectiveness measures that impact roi, including recall, purchase intent, awareness, etc.
A recent ComScore post reflects the opinion of many online publishers, advertisers and agencies, by asserting that display ad effectiveness measurement should consider view-thru metrics that provide marketers with “an understanding of what consumers are doing, not just saying, in the days and weeks after seeing display ads, and have an understanding of the volume of search activity that is being driven by ad exposure.”
Certainly CTR can be useful, such as comparing the performance of creative executions. But the value of the CTR metric has been overemphasized by some online ad sellers seeking to grab spend from traditional media by emphasizing the performance and interactivity of online advertising. And let’s face it – for advertisers hungry for proof of roi, CTR is easy to understand, even if it doesn’t tell the whole story. It’s easy to see how online advertising has become a one-click pony. Sorry.
What’s a marketer to do? For advertisers that can afford it, there are plenty of custom research options to help them analyze the effectiveness of their display ad campaigns. Or, if you run display advertising campaigns on the Google Content Network you can utilize their “View-through conversion reporting” to measure how well your compaign increased brand awareness and purchase consideration, in “those instances where your ad is seen, but not immediately clicked on. More specifically, View-through Conversion reporting measures the number of conversions that occurred within 30 days of your display ad appearing for which there was no ad click generated.”
Google also offers advertisers access to Campaign Insights , “a unique measurement tool that can give reliable data about how a campaign has raised brand awareness, or active user interest, in a particular product or service. It looks beyond the traditional measures of clicks and conversions to calculate the incremental lift in both online search activity and website visits that result from a display ad campaign.” Campaign Insights compares two data sets from thousands of consumers who both did and did not see the ads, while also filtering out the impact of other media influences, such as TV.
Analyzing online display advertising beyond clicks makes sense for advertisers who want to build sustainable revenue and brands.
Proctor & Gamble Co. (PG) is launching a new Pantene hair-care collection called Nature Fusion that taps into the “natural trend” in an attempt reinvigorate sales of the Pantene brand. Adweek 2/10/09. On another front, P&G is planning to roll out its Mr. Clean Car Wash concept nationally, having acquired an Atlanta-based car wash chain to drive the expansion. Atlanta Business Chronicle 2/5/09.
A Cheetos ad roadblock will run on several blogs, including Boing Boing, Indy Mogul and Mashable, over the next six weeks promoting Cheetos “Boredom Busters”, with posts that include fun distractions like IndyMogul’s Xtra Normal free animated movie generator “to put together something quick and ridiculous.” Boredom Busters will also include web-based game links and “original Cheetos-centric content.” Clickz 2/10/09.
Denny's (DENN) is rolling out a digital out-of-home network across its restaurant locations. LCD screens will carry IndoorDirect's theBite Network, a 60-minute lifestyle program with news, entertainment, music and advertising. Adweek 2/10/09
Singer Chris Brown’s ads for Doublemint gum have been suspended by the William Wrigley Jr. Company until an investigation of his alleged assault, on a female companion in
Hollywood this past Sunday, is resolved. The woman he allegedly assaulted is his girlfriend, singer Rihanna. CNN 2/09/09. UPDATE: AdFreak posts that Brown has been removed from the Got Milk! campaign. AdFreak 2/10/09.
“In a bid for a slice of the lucrative celebrity news business, Microsoft's MSN (MSFT) and production firm BermanBraun have launched celebrity news website Wonderwall, seeking to build traffic for MSN by attracting “viewers from established media outlets such as People and Us magazines and TV programs including ‘Extra’ and ‘Entertainment Tonight,’ as well as the more rough-and-tumble gossip websites TMZ and Perez Hilton.” Los Angeles Times 2/05/09
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Admixture is an online ad network for advertisers targeting ethnic and lifestyle demographics, including Hispanic, Asian, African-American, and Gay & Lesbian channels.
Source: Screenvision.com
It's never comfortable rejecting potential suitors face-to-face. RHbrands, a mobile and in-call media company, claims "The Rejection Hotline®," located in 200+ cities across the country, including Atlanta (404-260-1318), Los Angeles (310-735-0099) and New York City (212-660-2245), is a “public service” to both the rejector and the rejectee. The rejectee dials the number to hear:
"Hello, this is not the person you were trying to call. You've reached The Rejection Hotline. The person who gave you this number did not want you to have their real number ... So why were you given a Rejection Hotline phone number?
- Maybe you're just not this person's type (note: this could mean boring,
dumb, annoying, arrogant, or just a general weirdo).
- Maybe you suffer from bad breath, body odor, or a nasty combination of the two.
- Maybe you just give off that creepy, overbearing, psycho-stalker vibe.
- Maybe the idea of going out with you just seems as appealing as playing leapfrog with unicorns."
RHbrands offers hundreds of humorous hotlines to get people out of sticky situations such as 'Bad Breath Notification,' 'One Night Stand Hotline,' and a 'Confession Hotline'.
The company says they reach 4 million callers each month. Their primary audience is young adults (ages 16-29), a coveted demographic for marketers. Most callers get the hotline number virally from a friend or as a joke. Advertisers can reach this audience through RHbrands’ in-call audio advertising program.
Source: RHbrands/PRNewswire
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NeoEdge Networks provides game publishers, portals and advertisers with safe, simple and profitable ad-supported game play through its NeoARM™ technology suite and NeoAds™ Game Advertising Network.
The company offers advertisers rich video game commercials and enables a new ad-supported business model for game publishers and portals. The company also offers a ‘free to play’ casual games website at MostFun.com.
Sugar Inc. is an online media company of blogs and websites that seeks to be “the definitive online media company for trendsetting, passionate women ages 18-44. Sites and communities include Shopstyle and the Sugar Network which includes PopSugar, SugarLoving, BuzzSugar, BellaSugar, FabSugar, CasaSugar, YumSugar, FitSugar, GeekSugar, GiggleSugar and DearSugar.
via Techcrunch
Nabbr is an online ad network and widget promotion network that specializes in reaching over 36 Million Gen-Y social net users.
IACAS Network (IAC Advertising Solutions) is an online ad network that offers marketers a variety of advertising opportunities across some of the world's top interactive brands, including 236.com, Ask Sponsored Listings, Citysearch, Evite, Excite, Fun Web Products, IWON, Match.com, RealEstate.com, Ticketmaster and Very Short List.
VIZI is an online ad network offers solutions across multiple media platforms. They represent over 20 exclusive major media properties and “boutique” specialty verticals. Vizi.Direct has over 2,000 properties that serve advertising to their users, reaching almost 80% of the entire worldwide internet.
