—Great XtraNormal by Terry Kawaja of Luma Partners.
I love “We launched the business as the 437th ad network six months ago but have pivoted the model twice since then.”
However, iPhone4 vs HTC Evo is still my favorite XtraNormal of all time.
1 year ago
I’m sure there are worse cases (perhaps involving airlines and plane crashes), but advertising cruises on this YouTube clip is pretty bad example of contextual ad targeting. I doubt this drove many sales despite the “60% off / $100 cash back” deal.
Related: my old employer (Channel 4) made the FAIL Blog last week due to some unfortunate ad targeting.
Eighty percent of the 2,111 adults surveyed this month by Zogby said they were concerned about companies “recording their online habits and using the data to generate profit through advertising”.
via Mediapost and the Precursor Blog
While I’m sure there is a general concern about online tracking, it seems like the way the question was asked, particularly the “using the data to generate profit through advertising” part, almost guaranteed the outcome.
The FTC is concerned about the privacy issues, but also about concerns that online advertisers are not always forthcoming about their use of targeting. In a Business Week interview, Leibowitz said “There’s a critical issue about whether consumers have notice of what companies are doing with their information and whether they’re making informed choices about [sharing] information,” For example, if an advertiser sends an ad based on sensitive information about a person’s health, “you might want to take that off the table.” Broadcasters should note that Leibowitz counts FCC Chairman Julius Genachowski as a close friend and “basketball buddy.
…via RBR article on Targeted Web Ads.
The article also reports that Researchers estimate that advertisers will spend $960 million on personally targeted ads this year.
The article also reports that Researchers estimate that advertisers will spend $960 million on personally targeted ads this year.
We’ve only barely touched on the use of data to enhance targeting. In all of the media discussed above — email, site, and display — data only help refine the ability to reach with certainty. By creating models based on desired behavior such as purchase or click-through, marketers can fine-tune offers with even greater precision. Skilled analysts can find the meaningful relationships among offer, audience, and channel to cut down on waste.
Whoever knows what your interests are right now and can package them up for advertisers has the chance to make a lot of money.
…via Techcrunch article on Twitter and Facebook’s plans to capture user’s interests.
I finally managed to track down a copy of an interesting presentation I saw earlier this month by a digital media investment banker.
As one of the slides (above) shows, there are a lot of technologies and players the display ad tech space.
I’m a business / finance and technology junkie…. at least according to Google’s Ad Preferences Manager. To be fair, its a pretty accurate assessment and should, although I can’t say I’ve noticed, mean that AdWords advertisers are able to target campaigns to my interests when I visits sites in the Google Content Network.
In contrast, Yahoo’s Ad Interest Manager (which I mentioned in a previous post) has me pegged only as a generic ‘sports fan’. While that is also accurate, its not very specific (since I only really follow the Miami Heat basketball team).
Why the difference? I guess the sites I use for my business / finance and technology news are more likely using Google AdWords, whereas the sites I use for my basketball news are using Yahoo Advertising.
My Newstogram profile which reflects my reading habits on DailyMe.com (and other sites in the Newstogram Network) shows a much more accurate and rounded view of my interests and preferences (but of course of would say that).
In a not-atypical scenario, a publisher may only receive $1 of a $5 cost-per-thousand media buy once all the middlemen have taken their tithes. Where does the rest go? According to an estimate from Tolman Geffs, co-president of investment bank Jordan Edmiston, it gets divided like this: The agency ($.75), ad network ($2), data provider ($0.75), ad exchange ($0.25) and the ad server ($0.25).
Self-serve platforms for buying advertising are not the answer. Sales is still needed. I’ve heard that in more than one horror story about low revenue from build-it-and-they-will-come efforts. Once an advertiser is sold, I’ve also heard of success in enabling them to update their ads (e.g., providing them with advertiser blogs).
via Jeff Jarvis report on local advertising.
