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New Media News Every Morning

BOOMj.com selects Doubleclick to manage ads

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boomj.pngBOOMj.com, Inc. has selected DoubleClick’s DART for Publishers (DFP) ad management platform. BOOMj will work with DoubleClick to provide an advanced and effective solution for delivering and managing online advertising inventory.

BOOMj offers adults over the age of 35 social networking, online shopping, travel deals, video programming, headline news and focused content in: health, finance, politics, lifestyle, and entertainment. Members are provided with multiple tools to enhance both their personal and professional life.

DFP is a hosted, enterprise class solution that will enable BOOMj to manage, serve, and report on ads through DoubleClick’s central servers, reducing infrastructure costs and increasing revenues. DFP offers detailed inventory forecasting, an efficient trafficking workflow, a query tool for comprehensive reporting, rich media automation, and reliability and scalability.

Originally posted on November 13, 2007 @ 12:21 pm

AOL acquires online advertising company Quigo

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quigo.pngAOL announced that it had signed an agreement for the acquisition of Quigo, an online advertising company. Financial details were not disclosed although earlier reports placed it at $350 million.

“With Quigo, we are putting the final pieces of Platform-A in place. We will be able to offer advertisers and publishers the most advanced set of tools, including contextual and behavioral targeting, superior analytics, and access to the largest display network in the marketplace,” AOL chairman and CEO Randy Falco said.

AOL said that Quigo will operate as a wholly owned subsidiary of AOL within the Platform-A organization. Quigo will allow AOL to expand the use of contextual advertising across AOL’s own web pages, as well as its third-party networks.

Originally posted on November 7, 2007 @ 2:39 pm

Facebook launches new ad system

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Facebook founder and CEO Mark Zuckerberg has introduced Facebook Ads, an ad system for businesses to connect with users and target advertising to the exact audiences they want.

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Through Facebook Ads, these users can now learn about new businesses, brands and products through the trusted referrals of their friends. Facebook Ads launched with three parts:

  1. A way for businesses to build pages on Facebook to connect with their audiences
  2. An ad system that facilitates the spread of brand messages virally through Facebook Social Ads
  3. An interface to gather insights into people’s activity on Facebook that marketers care about.

Just like a Facebook user, businesses can start with a blank canvas and add all the information and content they want, including photos, videos, music and Facebook Platform applications.

Facebook’s ad system also serves Social Ads that combine social actions from your friends – such as a purchase of a product or review of a restaurant – with an advertiser’s message. This enables advertisers to deliver more tailored and relevant ads to Facebook users that now include information from their friends so they can make more informed decisions.

No personally identifiable information is shared with an advertiser in creating a Social Ad. Companies launching applications for Pages include Fandango, iLike, Musictoday LLC, OpenTable, SeamlessWeb, Zagat Survey LLC and Zazzle.

Originally posted on November 7, 2007 @ 3:43 am

BuzzLogic launches first Conversation Targeting ad system

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BuzzLogic, a company empowering marketers to grow their businesses through influential social media, has announced the public beta of its new Ad Targeting feature.

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This Ad Targeting enables advertisers to isolate influential blog and social media conversations occurring around products, brands and issues, then immediately target ad campaigns into the online conversations shaping consumer perception and buying behavior.

BuzzLogic Ad Targeting has been in private testing throughout the past month with companies like Lending Club, Oodle, Publicis Consultants | PR, SEO- PR and Wharton Executive Education. Key benefits realized during the private beta include increased performance (in some cases, more than two times higher the conversion rate) when compared to other ad optimization approaches.

“Online conversations, including blogs, are gaining more and more sway over consumer purchase decisions. This technology is important because it allows marketers to see much more clearly the particular blogs and conversations that represent the actual sources of influence shaping those consumer perceptions,” commented Greg Sterling, founder of Sterling Market Intelligence.

Originally posted on November 6, 2007 @ 4:02 am

JupiterResearch finds most online advertisers fail to take advantage of optimization strategies

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JupiterResearch has found that while simple optimization tactics are used by many brand and direct response advertisers, some effective and inexpensive optimization strategies are ignored by most marketers. Additionally, only 15 percent of advertisers use optimization technology, which can be perceived as too expensive or complex for small and emerging marketers. While more direct response advertisers are familiar with optimization technology, all advertisers benefit from improved campaign performance.

According to the JupiterResearch report “Optimization: Maximizing ROI through Cross-Tactic Optimization,” many advertisers would also benefit from implementing “cross-tactic” optimization, which currently is used by very few advertisers. Cross-tactic optimization can provide a more complete picture of the ads and ad placements that were most effective across media buys and across online advertising tactics, such as search and display. Due to the complexity of implementing cross-tactic optimization, JupiterResearch recommends that advertisers work with a third party, either an agency, technology provider or network.

Originally posted on November 7, 2007 @ 1:04 am