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5 metrics to measure display ads | Ad models, measurement hamper "TV everywhere" initiative | Are pay walls working?
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March 5, 2012
IAB SmartBrief
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Marketing Trends
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Marketing Trends
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5 metrics to measure display ads
A growing number of tools provide an array of metrics marketers can use to measure the effectiveness of online display ad campaigns, but the simplest solutions are often the best, writes MediaMind's Pablo Cohan. He shares five simple metrics marketers can use to get an accurate picture of the returns on their ad investments.
iMedia Connection (3/5) 
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Ad models, measurement hamper "TV everywhere" initiative
Despite starting years ago, Time Warner and Comcast have fallen behind on their "TV everywhere" initiative because of legal entanglements over deals and the dissimilarity of ad models, while Internet giants such as YouTube and Netflix forge ahead with original-program deals.
The Wall Street Journal (tiered subscription model) (3/5) 
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Are pay walls working?
Major metro newspapers that are asking readers to pay for online content aren't luring many subscribers compared with print products. For many publishers, the move to pay walls isn't about generating digital only subscriptions but about extending value to print subscribers to keep them in the fold, according to this article.
The Wall Street Journal (tiered subscription model) (3/4) 
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Company Watch
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Social sites to push ads to the center
Planned changes to Facebook and Twitter will put advertisements in the center of the user experience, according to this article. Facebook will feature ads in news feeds where users spend most of their time. Twitter will let marketers bypass their sales team and purchase their own ads.
The Wall Street Journal (tiered subscription model) (3/2) 
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Does Zynga need ads?
Zynga CEO Mark Pincus wants his games to remain virtually free of ad clutter and make the business model all about engagement. But with sale of virtual goods appealing to only a fraction of gamers and branded integration and one-off gaming deals difficult, Wall Street is disappointed with the company's ad sales projections and model for the future.
Adweek (3/5) 
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Developing comedy for Yahoo! is serious business
Yahoo! has adopted a television model for developing its comedy lineup. New shows such as "Sketchy" and "Funny or Die Presents: First Dates With Toby Harris" have made it through the gauntlet run by Yahoo! executive Erin McPherson. But the network is working with established talent as well as developing new voices for the Internet hub.
The New York Times (free-article access for SmartBrief readers) (3/2) 
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Brands & Campaigns
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Dentsu LA taps sister agency Attik for name change
Dentsu LA is becoming Attik LA, as the Japanese agency acknowledges the bigger pull of its sister shop in the U.S. The name change takes effect next month and indicates that "we're becoming much more strategic and aggressive," said John Partilla, chief operating officer of Dentsu Network West.
Adweek (3/2) 
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Mobile Focus
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Scion markets new iQ by inviting influencers online
Toyota's campaign for the new iQ model will continue its marketing to reach young, hip men as brand influencers. Scion is presenting a series of online videos as part of its "iQ Therefore i Am" campaign from Dentsu-owned digital shop Attik. The auto brand is also breaking with tradition with its interactive-only brochure.
The New York Times (free-article access for SmartBrief readers) (3/4) 
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Girl Scouts find that mobile swiping helps sell cookies
Faced with patrons more likely to have credit cards than cash, some Girl Scouts are using Sage Mobile Payments to accept swiped payments via mobile devices. Early comparisons show a 13% sales boost in year-over-year sales.
MediaPost Communications/MoBlog (3/2) 
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