IAB, Bain Unveil 'Roadmap' For Building Brands Online: Report Addresses Industry's Dysfunctions

MediaPost Publications, November 12, 2009 — Last year, the Interactive Advertising Bureau and Bain & Co. released the findings of a shocking study showing the commoditizing effects the burgeoning marketplace of online display advertising, and new secondary sales channels such as ad networks and exchanges were having on the value of online advertising inventory. Today, they will begin to fight back. In a meeting with nearly 100 top industry executives, including many of the largest brand marketers, the IAB and Bain will release the findings of a new report they believe will provide a "roadmap" to rebuilding the industry's perceptions about the brand-building value of online advertising.

Target Offers Taste of DailyCandy†

Retailer's Site Will Feature Product Picks, Articles From Newsletter's Editors

Wall Street Journal, June 2, 2009 — Target has its bull's-eye on a new venture: online media.

On Tuesday, the retailer plans to formally announce a partnership with DailyCandy.com, the email newsletter and Web site owned by cable operator Comcast that covers fashion and culture for a mostly female audience.

The venture, called Red Hot Shop, will be a special section of Target.com that will feature products from up-and-coming designers selected by DailyCandy editors, along with articles and artwork by the DailyCandy team. It is part of a broader ad deal in which Target is paying to advertise with DailyCandy; neither side would disclose the value of the deal.

Online Security Is Marketers' Responsibility, Too†

How to Prevent Your Brand From Becoming a Victim of Cyber Fraud

Advertising Age, April 27, 2009 — Heads up, marketers. You might want to find a time to pay a visit to the IT guys around the corner. A new study by the nonprofit Online Trust Alliance suggests that marketers are doing too little to protect the reputation of their brands online, with only 37% of Fortune 500 companies taking robust security measures to safeguard against cyber-fraud. And phishing — fake e-mails often sent under the guise of well-known, trusted brands, usually to obtain credit-card numbers — is on the rise.

Disney Angles for Cash, Loyalty†

New Web Portal Is Aimed at Bringing in Subscriber Fees, Holding On to Fans

Wall Street Journal, March 11, 2009 — Walt Disney Co. moved to bolster its online business by introducing a new Web portal it hopes will attract paying subscribers and encourage fan loyalty.

The new venture, called D23, will allow subscribers who pay a roughly $75 annual fee full access to a range of Disney news, online entertainment and other features. Part of the Web site will be available to the public free of charge.

The Big Picture

Many of the biggest battles of the 2008 campaign played out on YouTube. A look at how the channel became the most important political venue of the year.

Newsweek, November 10, 2008 — In the hours before President George W. Bush was set to give his final State of the Union message last January, Sen. Barack Obama was already preparing his response. His campaign wasn't planning a press conference or appearances on network news. Instead, they shot and uploaded video of the democratic presidential candidate's comments onto the only site that could rival primetime power—Youtube.

Gap Widens in Online Advertising†

Rivals Struggle to Catch Up to Google As Buyers Favor Search Ads Over Display

Wall Street Journal, September 4, 2008 — Spending on Internet advertising is climbing at a healthy clip — rising 20% in the U.S. in the second quarter — and growth forecasts are strong despite the weak economy. But that growth isn't being enjoyed by everyone.

Study: Offline Retailers Should Be 'Net Strategists

MarketingVox, July 23, 2008 — The web's role is becoming integral for brick-and-mortar retailers, even for in-store purchases, according to (pdf) a recent Nielsen Online survey, which found that of those that recently made consumer electronics purchases in a store, 80 percent visited the store's website first, reports MarketingCharts.

Online TV Ads No Longer Afterthought†

'Upfront' Purchase Deals To Include Serious Talks About Web Campaigns

Wall Street Journal, May 20, 2008 — Conscious that millions of people are now watching TV shows online, marketers are likely for the first time this year to make digital-ad buys a key part of their "upfront" ad-purchase negotiations with TV networks, media buyers say.

"The digital ads aren't a throw-in after the main conversation is over. It's now part of the main conversation," says Alan Schanzer, managing partner at MEC Interaction North America, part of WPP Group's media-buying and planning unit Mediaedge:cia.

Online Search Ads Faring Better Than Expensive Displays

While search advertising remains strong, there are signs that the growth in online advertising — particularly in more elaborate display ads — is slowing.

New York Times, May 19, 2008 — In the past few years, Web publishers have made a big bet on booming online advertising revenues. But the economic slowdown may be throwing a wrench into those plans.

While search advertising remains strong, there are signs that the growth in online advertising — particularly in more elaborate display ads — is slowing down.

Online Retailers Try New Approaches†

Study Shows Increasing Acceptance of Social Nets and Video

Advertising Age, April 8, 2008 — For online retailers, search and e-mail marketing continue to be the most popular tactics, though they are becoming increasingly interested in social networks and video, a new study indicates. That shift in tactics could be a risky endeavor, however, caution executives involved with the study.

According to a Shop.org survey of 125 online retailers conducted by Forrester Research, 90% of them participate in paid search and 92% rely on e-mail marketing. By comparison, just 26% use social networks or micro-sites, while only 21% employ online videos. The coming year could see a shift to new advertising tactics.