Get flash to fully experience Pearltrees
Online marketers and advertising are getting access to more and more data, but that’s not enough, according to the 2012 Digital Marketing 2.0 Study commissioned by ad company DataXu . More than 350 “enterprise decision makers” in management, marketing, communications, digital, IT and social media were surveyed, and 75 percent of them said that data will help them improve their businesses. However, 58 percent said they didn’t have the skills and technology needed to analyze marketing data, while more than 70 percent said the same about customer data. “We know about Facebook and Google and other Internet service companies leading the charge in dealing with big data,” DataXu co-founder and CEO Mike Baker told me.
Pontiflex , a company focused on what it calls “mobile signup” ads, is reaching out to smaller advertisers today with the launch of AdLeads , its self-serve platform. Co-founder and CEO Zephrin Lasker says this has always been one of his goals for the company, ever since it launched five years ago — to allow any business, regardless of size, to pay for marketing leads collected via Pontiflex ads (advertisers only pay when someone actually enters their contact information into a sign-up form). With the growing importance of mobile, Lasker says this is “the next big step” beyond Google AdWords for many small businesses. “We’re on our phones all the time,” he says. “They might as well be taped to our foreheads. Anybody from a small business owner to a media planner can tell that everybody’s attention has shifted.”
Advertisers looking for higher ROI from their Facebook self-serve ads may soon see some new tools. Facebook tells us its testing new features like “Objectives” which lets advertisers ask Facebook to “Show this to people who are more likely to: [Like my Page] or [Install my app] or [Click on my ad or sponsored story]“. It’s also trying a simpler interface and allowing more targeting options to be layered. The test is a response to comments from advertisers who wanted “more guidance on how to optimize their campaigns based on their marketing goals.” By using it’s data of which users frequently Like Pages or install apps to help advertisers, Facebook could get them better results and encourage them to spend more.
Right Media Understands the Importance of Meaningful Data Data Providers: A Primer Data providers are changing the advertising landscape by focusing on who sees ads rather than where ads appear.
Yahoo gave up on the search business when it struck its partnership with Microsoft , and now it’s focussed on its strength, which is online display advertising. Yesterday, Yahoo reported a 17 percent increase in display revenues on Yahoo-owned sites. CEO Carol Bartz told analysts on the conference call: “We are running really fast. We are not going to give up this leadership in display very easily.”
SÃO PAULO, 11 de julho de 2011 /PRNewswire/ -- Hoje a Criteo anuncia que a sua receita anual cresceu de zero para US$ 200 milhões ( R$ 314 milhões) em três anos. Nesse período, o número de empregados na empresa aumentou de 20 para 350 e a empresa se expandiu lucrativamente em 20 países na América, Europa e Ásia. O crescimento da Criteo indica uma mudança do marketing online – traduzindo, a emergência de uma nova categoria de expansão da busca. A Criteo melhora a experiência dos usuários e os ajuda a descobrir ofertas de produtos altamente relevantes através do retargeting personalizado. Ao mesmo tempo, melhora a taxa de conversão total do website anunciante e então aumenta de maneira rentável as vendas totais do mesmo. Foi em Maio de 2008 que a Criteo entregou o seu primeiro clique para um anunciante.
Este post é o primeiro da série “BrasilStart” em que iremos mapear os diversos mercados na web brasileira para identificar as startups que atuam em cada segmento e possíveis oportunidades de maneira contextualizada. Assine nosso Feed RSS para acompanhar semanalmente ou nos siga no Twitter . O conceito de behavioral targeting , ou segmentação comportamental, representa a capacidade de entregar mensagens contextualizadas aos usuários durante sua navegação.
Quem envia novidades é o Adriano Brandão, um dos fundadores da Navegg , a startup de segmentação de audiência online que foi comprada pelo Buscapé no início do ano passado. “Desde nossa entrada no Buscapé as coisas mudaram bastante, claro. Creio que o ponto principal tem a ver com as diversas sinergias que existem entre a Navegg e as demais empresas do grupo. Isso tem alavancado muitos negócios e oportunidades. Se no começo de nossa operação o principal ativo da Navegg era seu mecanismo de profiling, hoje sem dúvida o maior valor da empresa é o alcance que nossa tecnologia tem na rede.
Real-time bidding is set to revolutionise not only how media is purchased, but how campaigns are planned and created and even the skills marketers need. “It is early days, but real time-bidding (RTB) is going to be as big an initiative in Europe as it is in the US, where we are seeing triple-digit increases in our ROI,” predicts Daphne Sacco, director of internet marketing at eBay International. BSkyB has also been an early adopter of RTB in display advertising. In July 2010, it accounted for around 2% of Sky’s display adspend. By January 2011, this had grown to 18%. Matthew Turner, head of online sales and marketing at Sky, hopes this will reach 50% by 2013.
For my third prediction of the year, I’m going with one just a tad bit less obvious than “Facebook will go public.” There seems to be no doubt about that event occurring this year, though I’ve certainly heard intelligent folks argue that Facebook can and should figure out how to stay private. I’ve argued that Facebook ought to be a public company , if only to be held (somewhat) accountable given all the data it has on our lives.
Two mobile veterans who worked together at Quattro Wireless, the mobile ad network that formed the basis of Apple’s iAd program , are announcing a new company today called Adelphic Mobile . Jennifer Lum, who was the vice president of ad ops at Quattro, tells me that me that she teamed up with her Quattro colleague Changfeng Wang because they wanted to tackle some of the unsolved problems in mobile advertising. Specifically, she says that Wang has developed new “AudienceCube” targeting technology that should help “unlock” the brand badges for mobile campaigns, giving advertisers new insight about who exactly their ads are reaching. Adelphic’s Predictive Data Platform can be sold to advertisers and publishers to help them optimize campaigns. For example, Lum says Adelphic could partner with a publisher like TechCrunch to use predictive modeling to determine which members of its readership are likely to fall into a specific demographic, and to target ads based on those predictions.
There has been some speculation about when Facebook might launch an advertising network to run on sites apart from its own, using its trove of data on what its 845 million users like and share. But while the company has been silent on whether it plans to do this, it has also quietly moved into display ads in the wider world of the Internet — via a series of ads for Facebook itself. And one of its ad network partners, ironically, has also been one of its biggest competitors: Google. Facebook’s ads on Google’s AdSense network — brought to our attention by a tip from a reader — have been live for about six months already, TechCrunch understands, as part of a bigger display campaign running for the past couple of years (one other sighting here from Josh about a year ago). At this point, it looks like those ads are only for Facebook itself.
A Navegg , a startup de segmentação de audiência online que foi comprada pelo Buscapé no início do ano passado , lançou nesta semana um importante projeto para a evolução da empresa: agora é possível contratar online os serviços da Navegg, em esquema self-service. É só se cadastrar, colocar a tag no site e começar a usar. E a grande novidade é que um dos planos é 100% gratuito, isso sem limite de tempo nem de tráfego. “Nosso objetivo é oferecer nossos serviços a todos os tipos de sites, desde blogs pessoais até grande editores. É a segmentação de audiência ao alcance de todos,” disse Adriano Brandão, um dos fundadores da Navegg.
Mobile browser company Opera today announced that it has acquired the mobile ad networks Mobile Theory and 4th Screen Advertising. The move is not just another sign of the ongoing consolidation in that space, but also of the need to bulk up to better compete with the likes of Google with more full-service solutions. Opera will be paying $18 million for Mobile Theory and $8 million for 4th Screen, with potential earn-outs bringing in an additional $32 million and $6.5 million respectively in 2013 and 2014 The move comes at the same time that San Mateo/Oslo, Norway-based Opera announced its latest quarterly earnings, in which revenues were up by 31 percent to 253.1 million Norwegian Kronor ($44 million), on the back of strong growth in its desktop browser, consumer/advertising, and OEM divisions — offsetting a small decline in the company’s first-ever customer base, mobile operators.
Sequoia-backed social ad startup Taykey is ready to look beyond Facebook. Taykey says it looks at 40,000 data sources and automatically generates campaign keywords to help advertisers reach the audience they’re looking for, and respond in real-time to online trends. For example, if Paula Abdul does something newsworthy, then advertisers interested in reaching young music fans want to get in front of all those people who are about to start searching for Abdul-related content.