search marketing blog: ambergreen

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.

Companies looking to spread their brand in social networks need to look for super-advocates, new research has advised. According to a report from Experian, 2008 will see the emergence of the social network ’super-advocate’, a member of its community that can influence others through citizen journalism. “The super-advocate will pose one of the biggest challenges facing companies trying to tap into user-generated content as advertising and marketing channels“, it claimed. The report, The Impact of Social Networking in the UK, has predicted a rise of smaller ‘clique’ communities “with stringent membership requirements to protect their exclusive and highly influential members”. It also revealed there would be an accelerated development of social networks for viral marketing. Advertisers are keen to explore Facebook and its competitor sites to help target their products and benefit from digital word-of-mouth advertising.

A new coalition to consider targeted advertising standards has been proposed. The alliance is to meet in March at the Behavioural Targeting Standards Consortium in Hollywood and discuss proposals that could re-shape the online marketing industry. “There is a growing need for greater transparency on what data is being used, how it is being used and by whom,” said Jeff Hirsch, chief revenue officer of organisers, Revenue Science. He explained the technology used in the industry has confused both marketers and their audiences. “With over 48 networks now claiming some degree of behavioral targeting capabilities, our industry’s challenge is to define behavioral targeting segments that help advertisers better understand what they are buying.” Most industry members have responded positively to the proposals, however Click Z has reported one saying: “I don’t think one ad network in any industry with dozens if not hundreds of ad networks, can declare a standard.” Two industry groups already exist to provide guidance, the Network Advertising Initiative (NAI) and the Interactive Advertising Bureau (IAB).

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An increased number of search results now carry “malicious content”, according to a Google security advisor. Neil Provos, writing in this blog said in the last 18 months Google has found more than three million unique URLs on more than 18,000 websites that were infected. Mr Provos has co-authored a study, which revealed this caused a problem for the companies ad revenue. “In our analysis, we found that on average two per cent of malicious websites were delivering malware via advertising,” he said. His research, All Your IFRAM Point To Us, explained that a web page is only as secure as its weakest component. “In particular, even if the webpage itself does not contain any exploits, insecure ad content poses a risk to advertising web sites,” it went on to reveal.

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Staff at the BBC has been told to take care when using images sourced from social networking sites, the Guardian has reported. Journalists have been warned that by using these images, they are in danger of attracting complaints over copyright issues and personal privacy. A BBC email seen by the paper said: “Simply because material may have been put into the public domain may not always give the media the right to exploit its existence.” Advertisers are increasingly entering into social networking sites and aligning themselves with user-generated content, something the channel is keen to advise on. The broadcaster warned its staff that by using a picture from these sites they could bring “material to a much wider public than a personal website that would only be found with very specific search criteria”. By engaging in social networks, advertisers are attempting to further understand their audience and use the internet’s communications forums to generate brand awareness.

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