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Online Advertising Articles
(September 2002)



Pharmaceutical Companies to Take up Online Advertising (eMarketer, September 30th)
Most internet users are accessing health information online, yet pharmaceutical companies are spending a pittance marketing to them. The sentiment noted in this eMarketer piece, however, gives the clear suggestion that's about to change. Meanwhile, large publishers are similarly gearing up to better serve the needs of pharmaceutical advertisers, as Yahoo's new product indicates.

Madison Avenue and Your Brain (Salon.com, September 30th)
New advances in neuroscience are explaining why people 'just do it', exactly as they're told to, when that commercial comes on.

Overture, Microsoft Renew "Search Pane", Site Deals (internet.com, September 30th)
Through a series of agreements confirmed this month, pay-per-click search engine Overture will strengthen its outstanding deals with Microsoft. This includes extending its contract to provide supplementary listings to MSN's various portals and Microsoft's 'Search Pane', which is a tool of the dominant Internet Explorer browser. The company will also feed results to some of Microsoft's european destinations where previously it was absent.

Buyout Offer Looms for MaxWorldwide (internet.com, September 27th)
After struggling to overcome myriad self-imposed hurdles during the past 12 months, troubled internet ad play MaxWorldwide (formerly L90) has received a renewal buyout offer from an agitated group of investors looking to take control of the company. More on this may be found here.

Text-Book Guide To SMS Marketing (australia.internet.com, September 27th)
Over the last year SMS advertising has been producing a few remarkable results and is touted as the latest means of reaching some markets. The top-line figures for messages sent and received and the mechanics of the campaigns pale the logistics of direct mail but behind these impressive numbers how should SMS be considered in the media and promotions mix? In related news, major marketers continue to make tentative trips into the realm of SMS, with InfoSpace developing SMS campaigns and tech solutions on behalf of McDonalds and UK mobile carriers for use within the Netherlands, as described here.

E-Mail Marketing On the Rise (BBC News, September 27th)
The number of messages in your inbox could be about to dramatically increase as a survey has found that 90% of firms are likely to try out e-mail marketing in the next year. In further verification of this, research noted in this internet.com story points to per-user email volume doubling by 2006.

Survey: Marketing Technology Spending to Rise (internet.com, September 26th)
Responding to a greater need to track and evaluate campaigns according to set quantifiable metrics, more advertisers are turning to technology to save money and to track their campaigns efficiently, according to a new report by Forrester Research and the Association of National Advertisers.

Mobile Marketers Treading with Caution (eMarketer, September 26th)
Wireless spam caused such a fury in Japan that i-mode users started leaving their phones at home. In the US, marketers can learn from this by heeding consumer preferences.

Forget Ad Formats - Try a Customized Home Page (ClickZ, September 26th)
Innovation doesn't always have to be the development of something completely new. In some cases, it's a matter of returning to tried-and-true methods of the past that have since been abandoned in place of new processes. One such case of this is the Family Education Network's allowance of advertisers to buy special sponsorships on the home pages of their various properties, and to integrate the advertiser's brand with that of the property. This is less intrusive that many new formats, but is thought to be even more effective in driving brand association and keeping audiences happy.

Study: At-Work Web Audiences Buy More (internet.com, September 24th)
The concept that the online, at-work audience represents an attractive demographic gains still more backing, as new findings from Avenue A support what's become a major selling point for the beleaguered Web ad industry. More data from this report may be found here.

DoubleClick: Industry List Quality Declining (internet.com, September 24th)
According to the DoubleClick Q2 E-Mail Trends Report, published in September 2002, average e-mail marketing click-through rates dropped in Q2 2002 to 4.9% from 6.8% in Q1 2002. DoubleClick bases its findings on 1.7 billion e-mails sent out by hundreds of clients. The study also determined that bounce-back rates were at an all-time high during Q2 2002 at 12.6%, putting optimistic estimates as to the promise of the channel in doubt.

Sifting through Spam and E-Mail Marketing (eMarketer, September 23rd)
Can consumers differentiate between spam and legitimate e-mail marketing? According to a Digital Impact report, 59% know the difference, but still 16% think there is no difference between the two.

FindWhat Pushes Back with Private Labeling (internet.com, September 23rd)
While it arguably could only have been said to be losing its competitive edge against Overture in the wake of Google's decision to enter the pay-per-click space, FindWhat's latest product release gives it the strategic potential to re-enter the landscape now dominated by its larger rivals. Where Overture and Google often take a large swath of the revenues generated through their feed agreements with portal properties, FindWhat has sought to provide those search properties interested in maintaining their own relationships with advertisers with a private-brand technology solution that keeps FindWhat in the position of technology provider, while engines sell and maintain their own PPC listings - and subsequently keep a larger percentage of the revenues generated through such activity.

Unicast to Nix All But "Standard" Units (internet.com, September 23rd)
They've got the patents under their belts, and have close ties to most of the web's biggest media representation firms and large publishers. Now, Unicast is seeking to further control its reach by eliminating all but those sizes of its format that it considers to have most value in an effort to standardize rich-media interstitial advertising.

Dentsu-Backed Harmonic Debuts Optimization Tool (internet.com, September 23rd)
Harmonic, a startup backed by Japanese agency giant Dentsu, is set to unveil its cross-media optimization software, amid growing interest for tools promising better ways to track and fine-tune marketing spending.

Legion Kisses The BlueSkyFrog (australia.internet.com, September 23rd)
Australian-based interactive marketer Legion Interactive has purchased SMS marketing company BlueSkyFrog from Vodafone, and now intends using it to expand into Asia.

MSN Gets Rich (internet.com, September 23rd)
Following the lead of rivals America Online and Yahoo!, Microsoft's MSN has become the latest major Internet portal to beef up its rich media advertising capabilities. In an effort to squeeze more dollars out of media buyers, the portal will begin selling Point-Roll and Eyeblaster interactive ads.

Mobile Spam Banned in California (InstantMessagingPlanet, September 20th)
A new state law in California intends to stop the spread of spam, or unsolicited commercial messages, from the e-mail box to the mobile realm, before it gets to be a problem. But as of now, enforcement of the law will end up on the shoulders of mobile users. Further exploration of this law, and its possible application in other states, is noted within this Wired article.

Privacy Advocate Voices Mobile Spam Concerns (internet.com, September 19th)
As advertisers gear up for a mobile marketing push in the United States, a privacy advocate is concerned the menu of messages will consist largely of spam.

AOL Taps RealNetworks for Streaming Ads (internet.com, September 19th)
Expanding upon recent efforts to support the deployment of enhanced creative formats, AOL has given a boost to the relationship it shares with streaming media technology provider RealNetworks. The new deal will create a platform on which AOL shall distribute streaming media content, inclusive of advertising messages.

24/7 Real Media Buys Wireless, Desktop Marketer (internet.com, September 19th)
Taking advantage of a depressed market to further its expansion via a strategy of acquisition, online advertising play 24/7 Real Media has snapped up specialty promotional company NowMarketing. The target company, whose product range includes a variety of wireless and desktop messaging applications used primarily for promotions, will be rolled into its new parent company's iPromotions division.

Training Media Buyers for Success (ClickZ, September 19th)
A step-by-step guide for agencies and bosses with new hires.

MindArrow Lands Rich Media E-mail Patent (internet.com, September 18th)
In an environment in which the perception at times is that technology has value while media does not, the battle continues to shore up crucial patents. This latest case sees MindArrow awarded protection for its system designed to deliver, manage and track rich-media content via email.

LookSmart Renews AltaVista, Expands MSN Deals (internet.com, September 18th)
The agreements continue as search engines jockey to lock in distribution agreements.

The Overlooked Killer App: Paid Inclusion (ClickZ, September 18th)
Don't leave it up to the spiders! Paid inclusion ensures your site will appear in search results. ClickZ' Kevin Lee reviews the four types of paid inclusion programs - and which is right for you.

Mobile Marketing Poised for Takeoff in U.S.? (internet.com, September 18th)
Marketers are moving to capitalize on the ubiquity of mobile phones, saying the devices offer a direct, personal and interactive link to potential customers. Here, experts weigh in on the potential and pitfalls.

Intel, McDonalds Get In the Game Ads with The Sims (internet.com, September 17th)
In a development that brings together the trends toward "advergaming" and product placement, Intel and McDonald's have signed on to have their products and brands integrated into the debut version of Electronic Arts' The Sims Online.

Sensory Brand Management: It Makes (Five) Senses (ClickZ, September 17th)
This article questions why it is that most brand building concentrate on two senses when appealing to all five is likely to double brand awareness and strengthen the impression a brand leaves on its audience?

How to Choose an Ad Network (ClickZ, September 12th)
Want blanket coverage or micro-niche targeting? Using new ad formats? Want to geotarget? Here's how to find an ad network that can handle your campaign, meet your budget, and help you reach your goals.

Study: At-Work Internet Usage Increases (internet.com, September 12th)
In further good news for web publishers and ad-sellers, many of whom have been pitching the workplace audience as a key selling point of the net, Nielsen//NetRatings has released figures indicating that the at-work audience continues to grow at rates in advance of home-based user numbers. More data gleaned from this study may be found at eMarketer.

In Varying Degrees, Web Sites to Go Dark for Sept. 11 (internet.com, September 11th)
Publishers differ on how to observe the tragedy's anniversary while juggling advertising, but consensus remains on addressing the attacks' anniversary, with many major portals choosing to replace their banner ad rotations with commemorative notices or public service announcements for the day. Read more at NY Times. On more obscure parts of the web, the day has similarly been marked with dignity and respect, with an outpouring of condolences, reflections and pieces of art flowing into the digital melange to remember the sacrifices made a year ago, and in the 'war on terror' since, as highlighted within this Reuters piece. More on this, including extrapolations of some of the media efforts being made both online and off to mark the anniversary of this solemn date are presented within this Washington Post feature.

With Ad Revenue Down, Yahoo Tries to Win Agencies' Favor (NY Times, September 11th)
When advertising hit the wall early last year for Yahoo, one of the three big internet portals, the company decided it was time to be friendly, really friendly to the folks who call Madison Avenue home. Renowned for its reticent treatment of agencies during the boom years, in which the firm exhibited a determination to cull the middle-man from the media buying equation, Yahoo knows that it has a lot of kissing sessions to endure before it will be able to make up with the big agencies. But if its lavish parties and concessionary management of its sponsorship deals are anything to go by, it does seem that the pure-play net firm is determined to do just that.

Coremetrics Offers Profitability Reporting (internet.com, September 11th)
It's the latest product update in the competitive site traffic metrics field, as players concentrate on tuning their solutions to provide more actionable data to clients.

Engage Reorganizes Finances, Executive Team (internet.com, September 10th)
Just weeks after finally being delisted from the NASDAQ following months of financial ardour, failed media play and present ad technology broker Engage, Inc. has hit the jackpot this week in a financial reorganization deal struck with its former parent company CMGI. Under the deal, CMGI will bail Engage out of its $40 million debt flood and retire its share holding in the firm in exchange for a generous cash repayment plan. Engage has also announced a re-shuffling of its executive ranks, with the announcement of a new COO and CFO. More on this is noted within this article from The Register and this discussion thread at Geek/Talk.

Forbes Dot-Conned (ClickZ, September 10th)
Seana Mulcahy takes an in-depth look at the recent offer made by Forbes.com that ostensibly promises positive returns on an ad buy - or your money back. In digging through the fine-print, she finds that the offer may not only be a case of smoke-and-mirror hype, but may dig online publishers deeper into the hole of expected accountability and over-analysis.

Advertising and Attitudes Towards the Internet (eMarketer, September 9th)
The internet is considered "essential" to 20% of people in the US, and 30% of those with college degrees, according to Arbitron. Yet TNS found that advertisers spent only $1.53 billion on e-advertising in the first half of 2002, compared to $10.39 billion spent on TV ads.

Internet Ad Market Drags Down America Online (internet.com, September 9th)
Once the darling of the industry and a poster-child for cross-media advertising offerings, America Online - the troubled unit of media titan AOL Time Warner - has revealed in revised earnings estimates revealed today that the difficult internet advertising market will result in lower-than-expected revenues this year.

Priceline Asia Sends Out an SMS (E-Commerce Guide, September 9th)
A promotional game for cell phone users serves as a Hutchison-Priceline test for the upcoming launch of a mobile e-commerce sales effort in the Hong Kong area. This stands as one of the first major efforts by a non-telco play to reach customers via SMS and MMS messaging systems.

Budget First, Think Later (ClickZ, September 9th)
What would happen if marketing budgets were determined by reason and tangible goals instead of emotion, politics, and conjecture?

Pop, Pop, Pop Go Those Web Ads (Wired News, September 6th)
In the online advertising business, success has a lot to do with maintaining the proper level of intrusiveness. This article explores the delicate balance that many publishers are exploring in an effort to attain and maintain profitability, without offending or otherwise irritating their audience along the way.

Using IM for Marketing (internet.com, September 6th)
Instant messaging has been around for years. The practice of using IM to reach customers, though, is very new. But movement is being made in this arena.

Groups Rally to Can Spam (internet.com, September 4th)
Three major consumer groups are calling for the Federal Trade Commission (FTC) to define the common tactics of bulk spammers as unfair and deceptive trade practices as part of a campaign against "an increasingly out-of-control epidemic" of unsolicited e-mail.

Study: Ad-Heavy Sites Spur Consumer Ire (internet.com, September 3rd)
In recent years, many Web publishers have struggled to cope with the downturn in advertising prices by deploying more and more ads per page. But the strategy might be counterproductive and actually drive traffic away, according to a new study by BURST! Media. The consumer survey revealed that many net users associate negative connotations with brands who advertise on sites cluttered in advertising.

DoubleClick's Double Edge (ClickZ, September 3rd)
This commentary analyses DoubleClick's long-awaited settlement with 10 States concerning its privacy practices, and ponders that perhaps the ad giant wasn't quite the menace it was portrayed as being.


 
 
 

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