Friday, 29 June 2007

From The Horse's Mouth - Why Google Bought DoubleClick

(Google is) buying DoubleClick because:



  1. DoubleClick's products and technology are complementary to our search and and content-based text advertising business, and give us new opportunities to improve online advertising for consumers, advertisers and publishers.


  2. Historically, we've not allowed third parties to serve into Google's AdSense network, which has made it hard for advertisers to get performance metrics. Together, Google and DoubleClick can deliver a more open platform for advertisers, and provide the metrics they need to manage marketing campaigns.


  3. By combining Google's infrastructure with DoubleClick's knowledge of agencies and publishers, we can create the next generation of more innovative ad serving technology, one that significantly improves the efficiency and effectiveness of online advertising.


  4. To manage ad inventory, some of the largest publishers use DoubleClick DART for Publishers – but a good portion of it goes unsold. It's our view that the combination of DoubleClick and Google will help these publishers succeed by monetizing their unsold inventory.


The full post is here...

Wednesday, 27 June 2007

Play

According to a recent Gartner study (More Growth Ahead for Mobile Gaming), mobile gaming revenues in North America will reach $1.7 billion in 2011, up from $716.9 million in 2007.

Once again North America trails Europe and Asia in terms of mobile capability and this has dampened progress.

Nick Ingelbrecht of Gartner said, "One of the things driving mobile gaming in developed markets is the availability of faster processors in mobile devices, which enable faster response times, 3-D graphics and advanced sound capabilities, as well as less-expensive and bigger storage capabilities for memory-intensive games. At the same time, simple stripped-down games that capitalize on location-awareness and personal interaction are interesting for aficionados."

Monday, 25 June 2007

Google CRM...

Google and Salesforce.com recently announced a partnership to connect Google's AdWords to Salesforce's CRM application. Under the partnership, Salesforce.com will act as the official distribution channel for Google AdWords. AdWords customers will be able to track their Google advertising spend through to leads - eventually being better able to track the true value of specific keywords in terms of their real conversion rate.

More here...

Friday, 22 June 2007

How To Be Relevant

We in the Direct and Relationship Marketing industry have long understood that the more relevant an ad can be the better. There is increasing debate on the best way to be relevant to our audiences. A recent study (May 2007) from Jupiter Research and AOL compared contextual with behavioral approaches:

  • 74% of frequent ad viewers stated they would pay more attention to a contextual ad vs. 89% who would pay more attention to behavioral ads

  • 63% of online consumers say they pay more attention to ads that fit their specific interests vs. 49% who pay more attention to ads that are directly related to their current online activity; that data could be interpreted as more attention for contextual (specific interests) than behavioral (current online activity)

  • 67% of online shoppers — defined as those who research and/or purchase online — notice behaviorally targeted ads vs. 53% who notice contextual targeted ads.

So, while behavioural advertising is harder to deliver on effectively - it is more rewarding if you can get it right...

Wednesday, 20 June 2007

Asynchronous Conversation Anyone?

In a recent Forrester report entitled "What the Long Tail Does For Relationship Marketing" I found some insightful observations around email marketing.

....Although email marketing is embraced by 93% of marketers, emails are still not up to standards. In Forrester's annual review of email programs only one of the 63 reviewed passed our test, mostly due to lack of customer centricity. Generic blasts of email newsletters, too often the online relationship marketing silver bullet, are not dialogue-building tools. Nor is simply substituting emails for direct mail the right approach. Forrester recommends building email conversations to guide customers through the consideration and purchase cycles.
Music to my ears...

Monday, 18 June 2007

Getting The Message Across

Lyris's latest ISP Deliverability Report Card indicates a surprisingly high average of 13% of permission based emails that are not making it through the spam filters of the key ISPs in the US. Two key factors emerged as influencers:


  • Keep images to a minimum - too many can increase the spam score by as much as one point and when the generally accepted threshold for spam is 3 - that is significant

  • Be explicit in the sent from address - avoid numbers or symbols.

During the first quarter of 2007, the Lyris EmailAdvisor service monitored the full delivery trajectories of 440,694 production level, permission-based email marketing messages sent from 69 different businesses and non-profit organizations to multiple accounts at 54 ISP domains in the United States, Canada, Europe, and Australia. of the major US based ISPs , Gmail rejected an average of 27.75% and Yahoo 18.22.



More here...

Friday, 15 June 2007

Feeds For Google

With the acquisition of Feedburner, Google has given itself another avenue for placement for the estimated 800,000 Adwords advertisers. The key point here is the recognition that content feeds are different from the web and that they represent a medium apart. Feedburner which claims to push more than 3/4 of a million feeds also provides Google with additional analytics capabilities around content feeds, this Feedburner capability was recently enhanced with the acquisition of Blogbeat...

Thursday, 14 June 2007

Simple

In the (occasional) series of off topic smart ads, I was particularly taken with this Bic outdoor work. Simple but very effective...


Wednesday, 13 June 2007

Around The World In 10 (Dangerous) Domains

A recent McAfee survey ranked the world's most dangerous Web addresses. The result is a unique travel guide for Web surfers. Among larger countries, Romania and Russia topped the most dangerous list, with 5.6% and 4.5% of their sites ranked as risky. The safest countries were Ireland and Finland, which both had risk factors of 0.1%.The riskiest generic domain name of all is ".info"; sites they have a 7.5% chance of being dangerous. Who knew…?


The top 10 are:
No. 1: Tokelau (.tk)
No. 2: Information (.info)
No. 3: Samoa (.ws)
No. 4: Romania (.ro)
No. 5: Commercial (.com)
No. 6: Business (.biz)
No. 7: Russia (.ru)
No. 8: Network (.net)
No. 9: Families and Individuals (.name)
No. 10: Slovakia (.sk)


(Thanks Kevin for the pointer)

Monday, 11 June 2007

You Can Only Measure What you Can Measure

The DMA has just released its report on "The Integration of DM and Brand" and unsurprisingly, brand and mass marketers are increasingly using direct techniques as part of their campaigns. Over half (56%) of respondents to the DMA survey used one or more direct marketing channels in conjunction with their brand awareness advertising.
"We began this report with the hypothesis that brand and direct marketers would differ substantially in their responses," Peter Johnson of the DMA said. "But when we analyzed the data, we discovered that, for those marketers with more experience, the differences have faded away. Marketing experts are combining direct techniques into brand advertising — and in all media, too." ."

Sunday, 10 June 2007

Trends & Intersections

The Future Exploration Network provides a novel way of looking at the trends that will shape our near future. They have focused on 10 areas: society & culture, government & politics, work & business, media & communications, science & technology, food & drink, medicine & well-being, financial services, retail & leisure, and transport & automotive. Click on the underground map for the PDF version.


Tuesday, 5 June 2007

Remarkableness

Don't you just love it when something comes along and just blows your mind with the possibilities it offers to change the way something is currently done? Well, Microsoft Live Labs has just launched Photosynth, a new application that takes a large collection of photos of a place or an object, analyzes them for similarities, and displays them in a reconstructed three-dimensional space. Add tags associated with the images from Flickr for example and you have something new and special. There are a couple of things here that I cannot do justice to so I urge you to take a look at the excellent presentation from the last TED summit. Then you can download a demo of the application here. Well worth the bandwidth...

Saturday, 2 June 2007

Who Is Listening?

According to eMarketer, we would be wrong in thinking that the average podcast listener is a spotty adolescent male with a really big comic book collection. Podcast users are not a homogeneous group, and downloads range widely - from music to comedy shows (remember the success of the Independent sponsored Ricky Gervais podcast) to religious broadcasts and museum tours.