search marketing blog: ambergreen

Digital leaders have been advised to “focus on the metrics that matter most” by a new study of the media and marketing industry. The Marketing & Media Ecosystem 2010 was co-authored by the Interactive Advertising Bureau (IAB) and Booz Allen Hamilton and was announced at the bureau’s annual meeting in Arizona. It advised that industry leaders will “understand what marketers want to measure - including reach, engagement, action, and ROI -and they are improving their ability to collect and analyse consumer data”. The research suggested that future leaders are more likely to have ROI metrics than their competitors and “have the ability to tie media behavior to sales”. The report highlighted five behaviours that shape the emerging agenda for digital leadership – these include investing in ongoing marketer education, providing consultative services and knowing what drives consumer behaviors. Christopher Vollmer, vice president at Booz Allen Hamilton, said: “Media companies are expanding well beyond traditional advertising sales roles into areas such as campaign development, creative services and consumer insight.”

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Reports from comScore that web users are clicking less on Google’s search adverts have prompted talk of internet recession. The analyst has reported clicks from US consumers fell by 0.3 per cent in January compared to the previous year and dropped seven per cent since last month. “There are pretty strong signals now that the economic slowdown is having impact on consumers’ behavior online and therefore having a negative impact on Google,” the New York Times reported Clayton Moran, an analyst with the Stanford Group saying. However, Bill Tancer, general manager of analysts Hitwise disagreed. He said a slowdown would be more accurately illustrated by a drop in traffic going from the search engine to retail sites. “If we focus in on daily data (year-over-year comparison) we see that Google traffic to retail is also up on a daily basis when we compare January/February 2007 with 2008.” Yahoo! has seen its rate improve and comScore reported that clicks on its adverts rose in January by one per cent.

The Interactive Advertising Bureau (IAB) has announced the release of new advertising privacy guidelines.

They are designed to ensure users’ control over the use of personal information and guarantee the continued improvement of marketing communications to advertisers.

Randall Rothenberg, president of the IAB explained that the guidelines are necessary and help to support vital online services such as free email and social networking.

“Research shows consumers value free internet services highly and prefer advertising that is relevant to their interests, but want guarantees that their personally identifiable information won’t be misused,” he commented.

The guidelines were developed over many months with the IAB Policy Development Task Force and Policy Council, and will be submitted to the Federal Trade Commission before the end of February.

Previously the FTC had complained about the amount and security of personal data collected by some internet companies.

The Interactive Advertising Bureau (IAB) has announced the release of new advertising privacy guidelines.

They are designed to ensure users’ control over the use of personal information and guarantee the continued improvement of marketing communications to advertisers.

Randall Rothenberg, president of the IAB explained that the guidelines are necessary and help to support vital online services such as free email and social networking.

“Research shows consumers value free internet services highly and prefer advertising that is relevant to their interests, but want guarantees that their personally identifiable information won’t be misused,” he commented.

The guidelines were developed over many months with the IAB Policy Development Task Force and Policy Council, and will be submitted to the Federal Trade Commission before the end of February.

Previously the FTC had complained about the amount and security of personal data collected by some internet companies.

Competitive videoclip websites such as Clipstar, YouTube and MySpace have attracted large amounts of advertising money and have seen huge growth. New sites have been created to attract users who want to find fame and fortune, with the UK market now worth an estimated £5 billion, Brand Republic has reported. Eren Ozagir, marketing director of Clipstar.com, explained that his site was achieving success because of the “huge audiences that the current generation of TV talent shows attract”. The site allows its users to upload their own performances, in the hope they will be ‘noticed’ and move their careers forward. He said: “It will become the new entertainment standard alongside music stars, TV stars and film stars.” Marketers are fond of short, user-generated content clips. They can be easily distributed as ‘virals’ and spread throughout the internet’s communities. Online advertising in the UK saw a year-on-year increase of more than 40 per cent in the first six months of last year, according to the Internet Advertising Bureau.

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Competitive videoclip websites such as Clipstar, YouTube and MySpace have attracted large amounts of advertising money and have seen huge growth. New sites have been created to attract users who want to find fame and fortune, with the UK market now worth an estimated £5 billion, Brand Republic has reported. Eren Ozagir, marketing director of Clipstar.com, explained that his site was achieving success because of the “huge audiences that the current generation of TV talent shows attract”. The site allows its users to upload their own performances, in the hope they will be ‘noticed’ and move their careers forward. He said: “It will become the new entertainment standard alongside music stars, TV stars and film stars.” Marketers are fond of short, user-generated content clips. They can be easily distributed as ‘virals‘ and spread throughout the internet’s communities. Online advertising in the UK saw a year-on-year increase of more than 40 per cent in the first six months of last year, according to the Internet Advertising Bureau.

The Encyclopaedia Britannica is to release video footage via a search engine and integrate contextual advertising. Thanks to a deal with search engine Blinkx, the video clips will be accessed by inputting simple terms in its search options. Suranga Chandratillake, founder and chief executive officer of Blinkx, said she was excited “to bring such compelling content to our users’ fingertips”. “The internet is a powerful mechanism for education and democratising access to information,” she commented. The search engine has more than 18 hours of indexed video and it uses advanced speech recognition software to identify clips from its database. Both companies will share the revenue generated by the contextual advertising. Dan Smith, Brittanica’s senior vice president is keen to get more content online, as he believes its “video assets deserve good exposure”. Targeting methods are evolving in response to the rise of video-to-view and online user-generated content.

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The Encyclopaedia Britannica is to release video footage via a search engine and integrate contextual advertising. Thanks to a deal with search engine Blinkx, the video clips will be accessed by inputting simple terms in its search options. Suranga Chandratillake, founder and chief executive officer of Blinkx, said she was excited “to bring such compelling content to our users’ fingertips”. “The internet is a powerful mechanism for education and democratising access to information,” she commented. The search engine has more than 18 hours of indexed video and it uses advanced speech recognition software to identify clips from its database. Both companies will share the revenue generated by the contextual advertising. Dan Smith, Brittanica’s senior vice president is keen to get more content online, as he believes its “video assets deserve good exposure”. Targeting methods are evolving in response to the rise of video-to-view and online user-generated content.

Four top US newspaper companies have launched an online advertising sales network. The New York Times Company, Hearst, Tribune and Gannett have joined forces and announced QuadrantOne. Interim chief executive, Dana Hayes explained how the network would take shape. “Each participating company has agreed to dedicate advertising inventory to QuadrantOne, so the network can offer customised online campaigns on a highly competitive basis.” The network has claimed it could reach 50 million customers and 90 per cent of the top markets. The move will give each company greater control over its advertising revenue and attract top marketers by offering them unique access to QuadrantOne’s readers. It will also compete with the giants of the search industry, Google and Yahoo! Currently Yahoo! is at the centre of a bidding war, after Microsoft made a £22 billion offer for the search engine.

Troubled record industry giant EMI has launched a new service which will give customers free music. The multi-territory download deal has been made with the Licensing Agency and Ligthtspeed Research. Consumers will receive free music after completing one of Lightspeed’s market research questionnaires. Giles Harris, head of music and brands said: “This new deal demonstrates perfectly how we are maximising the versatility of our music and videos through branded online incentivisation promotions.” The label has been accused of failing to grasp the importance of digital marketing and this week announced it was to shed more than 1,500 jobs. Before the cuts, it announced it would launch “a series of wide-ranging initiatives within its recorded music division” which would “enable the group to become the world’s most innovative, artist friendly and consumer-focused music company”. Fans who downloaded Radiohead’s album were quickly targeted by the band’s merchandise company, hoping to generate more income.