Posts Tagged ‘Online advertising’

New tools help online ads hit the target

December 1, 2008

NEWS Digital Media (NDM) has launced a two-pronged strategy to improve its advertising service, coinciding with News Ltd announcing a special creative book to boost sales in the print side of the business.

NDM’s Audience Targeting and Contextual Targeting tools are “two powerful advertising targeting initiatives created to help advertisers connect with their target audience”, the online publisher said in a statement.

Audience Targeting tracks a reader’s browser history to segment them into categories that are useful to advertisers, such as ‘health conscious’, ‘parents’, ‘small businesses’ and ‘media savvy’.

NDM would work with advertisers to develop more segments as demand dictated, the company said.

Contextual Targeting relates advertising to the content it would appear in conjunction with. Advertisers can target desirable readers by nominating certain meta data – background information within articles and other content such as key words and headlines.

A hybrid car manufacturer could primarily appear next to articles about global warming and climate change, for example. Alternatively, the tool could be used in an exclusive application, such as preventing a car ad from appearing next to any stories about car accidents.

Online ads can be brand boosters

November 26, 2008

THE Interactive Advertising Bureau today released a case study proving the ability of online ads to lift brand awareness.

In a joint project between five key online publishers – including Fairfax Digital, News Digital Media, ninemsn, MediaSmart and Yahoo!7Nielsen Online research and Kelloggs, an online campaign for breakfast cereal Sultana Bran was measured for effectiveness in lifting brand awareness and intention to buy. Five-point increases were achieved in areas such as awareness, consideration.

One point of interest was that the evidence showed increases were disproportionate to the number of survey respondents who reported they remembered seeing the campaign.

Nielsen’s Tony Marlow said this indicated an effect on a subliminal level during the presentation of the findings at Cafe Sydney this morning.

You can read more at IAB here and;

Download the full report at iabaustralia.com.au.

Pacific papers beware: YouTube is coming

November 7, 2008

GOOGLE is going to get bigger and more aggressive in the Pacific markets in the next 12 months. No surprises there, especially at Fairfax Media in Sydney where staff are watching the web firm’s new offices being built brick by metaphorical brick, writes Mark Hollands.

One of Google’s prized processions is YouTube. It should be. It cost them enough. $US1.65 billion in fact. And you’d be crazy if you did not think YouTube will be yet another media property in your market place, trying to cut your lunch, before 2009 is finished – recession or no recession.

But YouTube’s got some image problems with the big and medium-sized brands right now. Principally, who wants to have their product advertised alongside an illegal download of The OC or South Park? No, thank you. Not a good look if the client company takes the value of its own IP seriously.

It could be worse. A multi-million-dollar investment to bring a new car to market could pop up next to some street kid doing donuts in a hot car. Potential career suicide for a marketer. And let’s not get into the porn and kinky stuff.

All this is a hassle for YouTube right now.

But it’s an internet company – management don’t sit around all day trying to synchronise calendars to talk endlessly about the problem. They take action.

One of my favourite tech sites, TechRepublic, is going to get into how YouTube is responding to the challenge. Why should newspaper people care? Because YouTube will soon be a very real competitor. If you cannot conceive them being in your neighborhood, get your head out of the sand.

TechRepublic is about to webcast about what YouTube is doing to resolve the issue of illegal videos and better alignment of ads to appropriate videos. This should be great competitive information for you.

Here’s how TechRepublic spins it:

Two years ago, illegal use of professionally created video was rampant on the web, particularly on video sharing sites such as YouTube. Among those most visibly undercut were NBC Universal and Viacom, which filed a $1 billion suit against YouTube parent Google to stop illicit publishing of their content.

Now, a year after YouTube introduced its Video Identification tool to stem misuse, you can hear from and talk directly with Rick Cotton, the general counsel for NBC, on how automated systems for identifying and protecting professionally produced content are working, particularly at YouTube.

Click here to register for the live webcast next week.

Seeing the silver light

October 20, 2008

Of the myriad of technologies designed to improve web publishing, the ongoing improvements of Microsoft’s Silverlight software have caught the eye recently, writes Mark Hollands.

Our newspaper printers first stumbled on the tech a few months ago, fascinated by its capabilities for storage and retrieval of photographs. A Fairfax print executive found a video on YouTube and it instigated so much excitement that Microsoft evangelist Shane Morris presented on it at PANPA08. The original video is embedded below. It’s impressive.

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