DART Search Now Supports Bid Management and Conversion Tracking Ask Sponsored Listings

DoubleClick   Ask Sponsored Listings

DoubleClick and IAC Advertising Solutions have launched DART Search’s bid management and conversion tracking features for Ask Sponsored Listings(R) (ASL).

DoubleClick Dart Search

There is now deeper integration via the ASL API. If you’re a DART advertiser, then you can now manage your ad business on the ASL Network more productively. In other words, you can now manage your bids for your ASL keywords directly through the DART Search tool–without needing to interface with the ASL Client Console. Additionally, by using the “Create and Email” feature in DART, you can now track conversion performance of your ASL ads.

IAC Advertising Solutions

IAC Advertising Solutions offers marketers integrated advertising opportunities including sponsored search result listings, interactive media, direct marketing and feature rich sponsorships across a network of some of the world’s leading lifestyle and media brands including 23/6, Citysearch, Evite, Excite, IWON, Match.com, RealEstate.com, Ticketmaster, Very Short List and Ask Sponsored Listings. IAC Advertising Solutions is a division of IAC Search & Media, a wholly-owned business of IAC (NASDAQ:IACI) . IAC Advertising Solutions can be contacted at http://www.iacadvertising.com/ or 212-404-1000.

Ask Sponsored Listings is an automated open-auction system that allows marketers to purchase, manage and optimize campaigns on the ASL publisher network. Learn more at http://sponsoredlistings.ask.com/.

DoubleClick is a provider of digital marketing technology and services. The world’s top marketers, publishers and agencies utilize DoubleClick’s expertise in ad serving, rich media, video, mobile, search and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. Headquartered in New York, and with 17 offices and development hubs and 14 data centers worldwide, the company employs more than 1400 people and delivers billions of digital communications every day.

DART Search is a powerful integrated worldwide search marketing solution that lets search engine marketers manage and optimize all of their pay-per-click advertisements and keywords across all major search engines.

Ingenio Survey Shows Growing Opportunities for Mobile Advertising

Ingenio

According to the results of a new survey conducted online within the USA by Harris Interactive on behalf of Ingenio, more than four out of five of those surveyed currently own a mobile phone compared to only about 7 in 10 that own “land lines” or home phones. Research conducted by Harris Interactive suggests that a “dominant advertising model” that caters to this growing demographic of cell phone users is emerging.

The survey results revealed that of the overwhelming majority of USA consumers that own a mobile phone, only a minority of cell phone owners (30 percent) can recall seeing or hearing an advertisement on their mobile phone in the past year.

This mobile phone survey was conducted on the internet; 4,123 adults over the age of 18 responded. The research was commissioned by Ingenio, Inc., a provider of Pay Per Call(R) advertising, to gather a better understanding of peoples’ attitudes towards, and usage of, their mobile phones.

According to the results of this mobile advertising survey, about two-thirds of cell phone owners agreed that their cell phone is very personal to them; they also noted preferences regarding the type of mobile ads they found acceptable.

They survey’s results show that “the most favorable response was to sponsored text links that appear as a result of Internet searches (26 percent), confirming the value of returning ads relevant to the consumer’s search query. This was closely followed by audio ads that play instead of ringing when waiting for someone to answer a call (21 percent), or a text message from a company (20 percent) as the type of mobile ads rated at least somewhat acceptable by at least one in five mobile phone owners.”

According to Ingenio, the future for mobile advertising is growing. When asked about their current and anticipated mobile phone use, 49 percent of the respondents indicated that they are already using their cell phones for more than just phone calls. The respondents indicated that they also send and receive text messages, and 24 percent said that they frequently send and receive photos using their cell phone.

The survey also indicated that:

Younger adults are more likely than their older counterparts to own a mobile phone than a landline: among adults ages 18-34, 89 percent own a cell phone or smart phone, but only 57 percent have a landline. Additionally, younger mobile phone owners are considerably more likely to use their phones for more than just phone calls (74 percent of adults ages 18-34 versus 20 percent of those ages 55 and up) and men are more likely than women to use their phones to check email, access the Internet for something other than search and download, and find information using a search engine.

The survey also found that over the next three years, more than half of mobile phone owners (57 percent) anticipate using their phones for more than just making and receiving phone calls with younger mobile phone owners more likely than their older counterparts (75 percent of those ages 18-34 versus 33 percent of those ages 55 and up).

Among the people who have used 411 using their cell phone, 74 percent of them indicated that commercial listings were what they needed the most; 72 percent indicated that restaurant listings were what they needed. [Read more...]

Text Ads Coming to a Radio Near You

Yes, you’ve read the title of this post right. It looks to me like text ads are coming to a radio (most likely your car radio), sooner than you might think. In fact, I’ve spotted a text ad today on my own car radio while driving down the road.

For a while now, many car radios are equipped with the ability to tell you the name of the artist and the name of the song that’s playing. If you are in a major radio market, most likely your local radio station broadcasts a signal that your car radio receives—it tells you the name of the artist, the name of the song, and most likely which radio station you’re listening to.

Some radio stations only show the name of the radio station and/or their call letters. And some radio stations even tell you the name of their web site: 103.7 KVIL in Dallas, Texas from time to time shows their url: www.1037litefm.com actually shows up on my car radio from time to time. But, it looks like some radio stations are using this text technology to their advantage: I spotted 100.3 Jack FM in Dallas, Texas “pitching” an upcoming concert on August 4th right there on my car radio: They’re calling this upcoming concert “the big show” or “Jack’s Big Show”.

I’ve captured a video of this text ad as it appears on my car radio–the ad text is “Get Tickets for Jack’s Big Show NOW!!”

With a little ingenuity, I could see these types of ads appearing on local radio stations’ text displays right in your car. For example, what if you’re driving down the road on your local commute in the morning and saw a text ad on your car radio that said this:

Need More Coffee? Stop By 7-11 for Gourmet Coffee!

Radio stations could sell these text ads to local advertisers—or they could be sold specifically to a national market, depending on the reach of the radio station’s owner. Companies like Clear Channel own lots of radio stations, and selling a text ad on everyone’s car radio could be an option—if you’re a potential advertiser, would you buy this type of advertising? It actually could be a gold mine for certain companies wanting to reach thousands of people. The text ad on our car radios would be subtle, but would get the eyes of drivers everywhere.

What if you own a pizza place? What about running a text ad in your local market via the radio? Would a text ad like this make sense for an advertiser during the afternoon drive time?

What’s for Dinner? Try Domino’s Pizza tonight!!

Right now I haven’t investigated the numbers of vehicles on the road right now that have this technology. Many new cars, especially the cars that have a satellite radio installed in the dash, have the text ad capability—the individual radio stations would need to price the text ad and do some testing—I would be that 100.3 Jack FM has some numbers about the type of response they’re getting from the text ads that they’re running. The opportunity to push a text ad out to text-enabled car radios is huge, and from what I can tell, 100.3 Jack FM in Dallas, Texas is one of the first to start doing it.

Google has recently started to offer the option for advertisers to create a radio ad and run it on radio stations. But these are audio ads—the must be produced, and edited, which takes time and costs money. Why doesn’t Google, Yahoo! or even MSN talk to some major radio networks, do a deal for ads, and start running local text ads in major markets? Seems like a no brainer to me.

MediaTrust Launches Next Generation of Advario Contextual Ad Targeting Platform

MediaTrust has just announced the next generation of their Advario online ad platform–it is powered by a contextual matching engine that serves display and In-Text advertising for CPL, CPC, CPA and CPM campaigns. This provides real-time, relevant and “intelligent display”, as well as in-text advertising that delivers higher-performing ads.

According to MediaTrust, Advario’s patent pending technology “delivers the most relevant and intelligent ads to end users, ensuring that advertisers, agencies and publishers receive the highest performing results from their advertising dollars and publishing inventory.”

Advario’s technological advantage comes from two MediaTrust patents: one that involves a process that allows publishers to easily include or exclude page segments. The second advantage advantage comes from a keyword and keyword phrase density engine–which apparently delivers higher relevance for contextual ad targeting.

Advario recognizes “bundles of keywords” that MediaTrust calls “AdTopics”. AdTopics match a bundle of pre-selected keywords with related topics within site’s content–this ensures that the right ads show up on the most relevant pages.

There are two Advario ad types available:

Advario Display Ads: Advario ads are keyed off AdTopics rather than single keywords. This makes Advario display ads more relevant to the end user so that they perform better for advertisers and publishers.

Advario In-Text Ads: Users can activate contextual In-Text ads by scrolling over underlined keywords that reveal an ad and give them the option to click on the ad to learn more. Advario’s In-Text ads are user-initiated and therefore, do not interrupt the user during the online experience.

Advario is a real-time contextual ad targeting platform powered by a proprietary matching engine. The platform enables web publishers and advertisers to intelligently connect to customers through highly relevant ads. Advario is an open and modular platform that can serve both display and In-Text ads in text, image, and HTML, using CPM, CPA, CPL and CPC benchmarks.

Publishers and advertisers using Advario benefit from our unique ability to dynamically synchronize and display relevant ads that can be highly customized to target a site’s page content or sections of content. As an individual browses from webpage to webpage, they are presented with ads that are contextually relevant, resulting in optimal ad performance for our advertising and publishing partners.

The combination of Advario’s display and In-Text ads gives publishers the ability to generate new and higher revenue streams on any type of web page–including pages with dynamic content. Also, since Advario offers both ad types on a single synchronized platform, the risk of displaying redundant ads on the same page is eliminated.

Advario’s technology allows publishers to easily include or exclude where ads will appear, which ads appear, and which parts of a page are indexed for ad matching. Advario offers a broad variety of IAB spec ads to accommodate any site’s design requirements. [Read more...]

New Advertising Multiplatform to Help Advertisers Generate Sales from Untapped Markets

Helping advertisers and broadcasters maximize revenue by reaching millions of new immigrants and other untapped markets, leading multicultural advertising agency Global Advertising Strategies has introduced its proprietary marketing and media platform called Multiplatform Multicultural Programmer Platform (MMPP). The platform was introduced at a roundtable hosted by Global Advertising Strategies and moderated by Tom Steinert-Threlkeld, editor-in-chief of Multichannel News.

MMPP is a Web interface with a proprietary booking and reservation platform which allows media planners to research and to create media campaigns across channels and media. As a media seller, Global is accumulating advertising rights and space for several dozen networks, including Russia’s Channel One Russia Worldwide, so that it can sell advertising to clients interested in niche markets and in running large scale advertising campaigns to dozens of ethnic groups. So, an international airline commercial could be broadcast on top 20 ethnic TV channels, all in language, aimed at 20 different ethnic groups in the U.S.

While customer segmentation grows, broadcasters and advertisers are waking up to a world where multicultural bonding is strengthening through e-mail, cheap international call plans, and reduced ticket prices. TV channel operators, often content leaders in their own worlds, are now able to quickly reach beyond their own markets and into the United States, a unique market where people are encouraged to consume their own in-language media.

“America is going through a dramatic change, thanks to globalization, multiculturalism and customer segmentation,” said Max Smetannikov, Vice President of Global Advertising Strategies. “Immigrants no longer assimilate to the point of abandoning their bond with their culture. Maintaining that bond is easier than before. International phone calls are cheaper than ever, air traffic is at a historical high while ticket prices are growing lower, and the U.S. is one of the few societies where people are encouraged to speak their own language and consume their own in-language media. This allows for consumer segmentation based on ethnic origin on a never before attempted scale.” [Read more...]