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Google overhauls ad server technology to boost monetization | VentureBeat February 28, 2010

Posted by hruf in Internet & Communities, Mobile & Gadgets.
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Google revamped its ad server technology to help itself and small publishers monetize ads on their sites.

The upgrades include more detailed forecasting data to explain which ads are valuable and where revenue comes from to publishers. Google also released a new application programming interface allowing publishers to build their own apps to handle sales and workflow. Publishers can also open up ad space to bids from multiple networks.

Google bought DoubleClick for $3.1 billion two years ago to refine the way it shows relevant ads to users and to help advertisers optimize their spending across the web. The search giant has been pushing more aggressively into both display and mobile advertising, buying display advertising startup Teracent and agreeing to buy AdMob last fall.

This announcement also comes on the heels of a major change to the way Google targets ads on partner sites. Typically, when Google displays an ad on a partner site, it takes data from the search engine referral to help target the ad. So, for instance, if a user gets to a golf web site by searching for “golf shop Atlanta,” those keywords will be used to pick an ad. Google now factors in a few hours of search history to target ads, instead of a single query.

AdSense helped generate $2.04 billion, or 31 percent of Google’s total revenues, during the last quarter of 2009. That was up 21 percent from the same time a year before.

via Google overhauls ad server technology to boost monetization | VentureBeat.


Why Google’s Acquisition Of AdMob Isn’t Just About Advertising November 11, 2009

Posted by andre in Internet & Communities, Mobile & Gadgets.
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There is a lot of speculation on why Google is buying AdMob, but the obvious reason is that Google wants more direct access to what they are betting heavily on–that mobile is the next great advertising medium. They’ve made a huge bet on mobile with Android–which is an obvious move to own the mobile search ad market, but now they’ve got their hooks into the mobile display ad market as well.

But what many might be missing could be the biggest reason Google bought AdMob: the data.

With the acquisition of AdMob, Google now has access to usage data of many of the most popular mobile apps–especially the apps in the iTunes App Store. For iPhones. If Google is taking on Apple for mobile OS market share, they just scored a huge competitive advantage. Google will know more details than ever about how people are using iPhone apps, how they are engaging with advertising within those apps, and users’ loyalty to those apps. […]

via Why Google’s Acquisition Of AdMob Isn’t Just About Advertising – Forbes.com

TVB | MediaVest Moves Millions from Broadcast to Hulu.com October 7, 2009

Posted by hruf in Internet & Communities, Multimedia.
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NEW YORK: MediaVest, the ad agency that handles clients like Coca Cola, Kraft, CapitalOne, Wendy’s and Walmart is taking money out of broadcast and into the Internet. MediaVest said this week it cut its first large-scale, upfront deal based on targeted demographic mixes, moving “millions of broadcast dollars into the digital space.”

The deal involves moving several unnamed clients over to Hulu.com, the Web site that streams TV shows from ABC, NBC, Fox, PBS, as well as several cable networks and syndicators. Hulu is a joint venture of Disney, NBC Universal, News Corp. and Providence Equity Partners.

Hulu.com was the fourth most visited site for online video during August, according to ComScore. The Web site had 488,255 video views during the month. Google, which owns YouTube, was No. 1 with more than 10 million.

The arrangement with Hulu allows MediaVest to get a better handle on the efficacy of Web advertising.

via TVB | MediaVest Moves Millions from Broadcast to Hulu.com.

Study: 92% of 16-24 years old German like mobile advertisment September 29, 2009

Posted by hruf in Mobile & Gadgets.
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Berlin, Germany – September 28, 2009 – According to the preliminary findings of a new consumer research study of the German market, more than 90 percent of 16-24 year olds have a positive attitude towards mobile advertising if they are placed in control of how they are exposed to it. These results form part of ambitious and far-reaching primary research project, that has already taken place in the Netherlands and the U.K, with the goal of stimulating and inspiring the mobile advertising industry.

The initial findings also showed that compared to the U.K., Germany is definitely in an early adopter phase regarding mobile internet usage. In Germany, 19 percent of mobile users access the mobile internet once a month or more compared to 62 percent in the U.K. (11 percent once a week for Germany and 38 percent for the U.K.). This shows the clear growth potential in the market as uptake and usage of the mobile internet continues to increase.

The research project, which launches today and is spearheaded by Netherlands based consultancy firm ÆNEAS Strategy Consulting and Management, will expertly document the state of the mobile advertising industry in Germany, provide insights into different perspectives throughout the entire mobile ecosystem and identify growth opportunities in the emerging mobile advertising marketplace. The clear aim is to benefit and inspire stakeholders, shareholders and users worldwide about the added value of mobile in the media mix.

“Following our success in the Netherlands and the U.K., we are ready to rumble, and roll this out across Europe and the U.S., starting with Germany and later France and the Czech Republic. We are pleased to be working with Camerjam to host an event January 14th 2010, strengthening us in our mission to make advertising mobile.” Says Managing Director of ÆNEAS STRATEGY Tarik Fawzi.

via Studie: 92% der 16-24 jährigen Deutschen stehen mobiler Werbung positiv gegenüber | mobile zeitgeist.

In-Stream Mobile Video Ads Now Know Where You Are September 5, 2009

Posted by pannet in Mobile & Gadgets.
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Geo-targeted mobile ads could be the most invasive technology we’ve ever seen. But of course they could also be really cool and useful. Now, location-aware ads are invading your streaming mobile video for the first time.

mDialog, a mobile video startup, announced today at Ad:Tech Chicago it has adopted Apple’s new HTTP adaptive bitrate streaming for the iPhone. The HTTP streaming technology — which we’ve covered in depth — stitches together chunks of the same video encoded at different bitrates. The primary purpose is to deliver video that adjusts to changing network strength without stopping to buffer. But a side benefit is that you can slot something else in the stream without interruption, either. And that means: mobile advertising opportunities.

mDialog is one of the first to experiment on the new platform, and so today it’s announced that it can now do in-stream geo-targeted dynamic video ad insertion using Akamai and DoubleClick. That means mid-roll video ads that know where you are. So, if you happen to be watching a video in an mDialog app on your iPhone, that app can ask Google Maps where exactly you’re located, and deliver in the middle of your stream an ad that’s targeted down to a one-quarter mile area.

We had been skeptical of mDialog’s focus on the iPhone in the past, but the flip side is the startup pushes forward these new possibilities. mDialog CEO Greg Philpott said he can envision mid-roll geo-targeting being used for attendees of a concert or sporting event, who are instructed to watch something on their phone and then get a version of an ad just for that event. Today it’s not a massive use case, but it’s definitely a sign of where things are headed.

via In-Stream Mobile Video Ads Now Know Where You Are.

Inside AdWords: Location extensions, a new way to run local ads July 25, 2009

Posted by hruf in Internet & Communities, Mobile & Gadgets.
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Today, we’d like to tell you about a new way to run your local ads – location extensions. Location extensions allow you to “extend” your AdWords campaigns by dynamically attaching your business address to your ads. This new feature will be fully available in the coming weeks, with some advertisers having access to the feature starting today.
If you’re a business owner, you can set up extensions by linking an AdWords campaign to your Local Business Center (LBC) account. If you’re not the primary business owner of the locations you’re advertising, you can manually enter addresses directly into AdWords. For example, a clothing brand that distributes to a number of different stores might want to associate their ads with various store locations through extensions, even though their official business address doesn’t correspond to those addresses.

Once extensions are set up, we’ll dynamically match your business locations to a user’s location or search terms and show the address with your text ads. If we’re unable to determine a user’s location or if there are no relevant addresses to show, we’ll simply show your ad without an address. If you prefer not to dynamically match addresses to your ads and would rather show a specific address in one particular ad, you can do so by setting up specific location extensions for individual ads. Your ads can show with their relevant extensions on Google and Google Maps and as regular text ads without the extensions on partner sites in the Search and Content Networks.

With the introduction of location extensions, local business ads will no longer be a separate ad format. Instead, you can simply create new local ads with extensions from scratch or add extensions to your existing text ads. For those of you who have existing local business ads, your ads will continue running as long as you don’t edit them. If you edit a local business ad, it will be converted to a text ad with the ad’s address attached as a location extension. The new converted ad will look identical to the local business ad and will appear in the same places as your local business ads. AdWords Editor will continue to support the creation and management of local business ads, and we plan to launch Editor support for location extensions in a future release. For full details about editing local business ads in the new interface, please visit this Help Center entry.

To learn more about location extensions, please see the location extensions overview section of the Help Center.

via Inside AdWords: Location extensions, a new way to run local ads.