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JUN
24
Wall Street Journal,
June 24, 2008 —
As soon as Tuesday, Google plans to unveil a new service that measures Internet use, according to advertising executives who have been briefed on it. The tool is intended to help advertisers identify the best places to buy online ads by telling them which Web sites their target audiences visit.
Google's approach, aimed at bolstering its ad-sales business, could pose a major threat to the Web measurement services that are available now, ad executives say. The two main players in the business — comScore and Nielsen Online — gather data on Internet use largely by tracking what panels of people do online or by conducting surveys, and their results can be inconsistent and incomplete. Google's new offering will be based mostly on data from Web servers,... continue reading
MAR
19
Goals Include Finding Optimal Mix of Media and Long-Term Results
Wall Street Journal,
March 19, 2008 —
When marketers buy ads on the Web, they can track everything from the number of clicks an ad receives from a certain ZIP Code to how long a person watches a video clip on a specific site.
But while those metrics help marketers gauge how successfully online ads lead to purchases in the short term, they don't reveal how the ads affect a brand's image over longer periods. And they don't help marketers compare an online ad's impact with that of a television ad.
MAR
10
Watching television online is now a common activity for millions, with one in four Internet users watching a full-length show online in the last three months.
New York Times,
March 10, 2008 —
The “stupid computer” is a repeated target of the dimwitted office manager Michael Scott on “The Office.” But the show itself may be motivating viewers to put down their remote controls and pick up their laptops.
When the fourth season of “The Office,” an NBC comedy, had its premiere in September, one in five viewings was on a computer screen instead of a television. The episode attracted a broadcast audience of 9.7 million people, according to Nielsen Media Research. It was also streamed from the Web 2.7 million times in one week, the executive producer, Greg Daniels, said.
“The Office” is on the leading edge of a sharp shift in entertainment viewing that was thought to be years away: watching television episodes on a computer screen... continue reading
MAR
5
MediaPost Publications,
March 5, 2008 —
WHEN IT COMES TO WEB recourses, consumer-centric companies are still failing to meet expectations, according to a new study of nearly 1,000 such companies and online shoppers.
Just 44% of consumers believe the information available on most company's Web sites meets their needs, found the study conducted by InQuira, a developer of automated self-service applications for Web-based sales and services, and research firm ServiceXRG.
And it's not for lack of trying, as a full 74.5% of consumers indicate that they use company sites to get information about products or services.
FEB
21
Google is hoping to capitalize on both the explosion in online video and the scale of its advertising network
New York Times,
February 21, 2008 —
Hoping to earn more from its vast advertising network, Google said it planned to begin selling ads to appear inside videos on sites across the Web.
While the money spent on Web video ads is a small fraction of the $20 billion spent on Internet ads in the United States, Google is hoping to capitalize on both the explosion in online video and the scale of its advertising network, which analysts say includes a vast majority of Web advertisers and hundreds of thousands of Web sites.
The new program, called AdSense for Video, could help Web publishers in that network make more money off their video clips.
FEB
20
ANA TV and Technology Survey Finds Advertisers Looking for Better Metrics, Better Formats
Advertising Age,
February 20, 2008 —
Whether traditional TV advertising has truly lost its power, marketers and advertisers are already eager to find alternatives. The Association of National Advertisers and Forrester Research's fourth biennial TV and Technology survey shows a dramatic loss of confidence in the medium as the industry gears up to explore new ad formats and forms of video commercials.
Indeed, two thirds of the C-level-executive respondents said they are watching the medium closely, up from just half two years ago, and 87% of respondents said they were going to be spending more on web ads in the coming year
FEB
12
Baby-Lotion Cartoons Play Up Bonding Time: Risky Marketing Turn
Wall Street Journal,
February 12, 2008 —
Johnson & Johnson is one of the largest television advertisers in the U.S. But to promote its best-selling baby lotion, the company is putting most of its effort into a different approach: Web cartoons.
In one of its animated Web videos, as a mother starts massaging her daughter's feet, legs and chest, her baby giggles, smiles and makes eye contact. Pink swirls meant to represent the lotion's scent fill the screen.
The ads for Johnson's Baby Lotion, developed by an animation studio, not an ad agency, attempt to highlight the emotional connections babies build with their mothers. In contrast, most of J&J's competitors focus on the medicinal benefits of baby lotion. Johnson's is favoring the Internet over TV because it believes young parents scour the... continue reading
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