In-app ads appear on verge of overtaking display ads in mobile | Ads for kids are prescreened by CARU to avoid regulatory redos | AdWords for Video should be good for SMBs, Google
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April 23, 2012
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Online video ads hit half of all Americans in March
Americans racked up 8.3 billion online video ad views in March, which broke standing records, per comScore. Hulu led the pack with 1.7 billion, followed by YouTube (1.2 billion) and the BrightRoll network (953 million). Moreover, video ads reached more than half (51%) of the total population in the U.S. MediaPost Communications/Online Media Daily (4/20)
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In-app ads appear on verge of overtaking display ads in mobile
In-app ads are likely to overtake display ads this year as the key drivers in mobile advertising, according to a Strategy Analytics report. Advertisers are expected to spend $2.9 billion on in-app ads this year, "a clear sign that apps are what consumers are glued to for an increasing range of activities," Strategy Analytics' David MacQueen said. Reuters (4/21)
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Company Watch
AdWords for Video should be good for SMBs, Google
Google's new AdWords for Video is about to launch in earnest after a testing phase, writes Anthony Ha. The program should be a boon to small businesses, especially those employing YouTube, because of how video campaigns integrate with the AdWords dashboard in a manner familiar to search and display advertisers. From Google's perspective, AdWords for Video could be a key driver to monetizing its YouTube asset. TechCrunch (4/22)
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Google's Mohan on using IAB standards for new metrics
Google's adoption of televisionlike metrics for measuring ad effectiveness takes the emphasis off click and conversion as the standards, writes Michael Learmonth. The company's "Active View" technology, for example, uses Interactive Advertising Bureau standards to measure viewable impressions. The long-term initiatives intend to "make sure that digital media is an environment that really works for brands," Google Vice President Neal Mohan says in a video interview here. Advertising Age (free access for SmartBrief readers) (4/20)
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Agency News
ZenithOptimedia is ready to flip the switch on Live ROI
ZenithOptimedia is preparing to roll out tools enabling its "Live ROI" initiative and training managers at a conference in Las Vegas this week. The goal is to measure the impact of campaigns "on the hoof," according to ZenithOptimedia CEO Tim Jones. "This recognizes we now live in a real-time media world where we can look live at what consumers are doing through search, social and consumer panels." Adweek (4/22)
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Marketer News
Analysis: Avon should call on social nets as door-to-door closes
With Avon's operating profit per representative down 75%, the company known for door-to-door sales is being forced to sell over the Internet via social networks to compete with rivals Sephora.com and Walgreen's Beauty.com and Drugstore.com, a Sanford C. Bernstein analysis contends. The analyst firm says social networks should be a top priority of new CEO Sherilyn McCoy, who is joining Avon this week from Johnson & Johnson. The Wall Street Journal (tiered subscription model) (4/22)
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IKEA puts entire store into one banner ad
IKEA is running a digital campaign that squeezes separate links to its entire product lineup -- that's 2,800 items -- into a single 300-by-250-pixel banner ad. The tiny products are magnified as users mouse over them, and clicking through takes users to an online sales page for the product. "This may not be the most practical way to browse merchandise, but it fits so well with the brand that it's undeniably charming," writes Tim Nudd. Adweek (4/17)
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SMB video ads can command an audience of millions
Google is hoping that its AdWords for video concept will attract small businesses. The buying model is much the same as AdWords, with the difference being that keyword search would lead to a video posted on Google-owned YouTube. The initiative opens even the tiniest mom-and-pop shop to YouTube's 800 million monthly visitors. The New York Times (tiered subscription model)/Media Decoder blog (4/23)
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Discovery takes the "after show" to digital platforms
Discovery Communication's Web properties are increasingly in demand, and the company's chief digital officer Jean-Briac Perrette is hunting for advertisers at the "upfronts" bargaining sessions. Touting "after show" properties that extend Discovery's television franchises online, Perrette says the company is developing a two-screen experience that exploits the popularity of mobile viewing, which already accounts for 15% of the network's digital content consumption. MediaPost Communications/Online Media Daily (4/20)
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Food Network releases stand-alone cupcake app for iPad
Food Network has released a illustrated virtual cupcake cookbook, complete with videos, as an iPad application. The application, which costs $2.99, is one of the channel's first digital initiatives that isn't tied directly to its TV content. PaidContent.org (4/20)
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Advertising experts break down exactly what and who brand marketers and agency executives need to know in order to thrive in this new media ecosystem—one built on screens to the Nth power. As the most important marketing and media dialogue of Internet Week, IAB Innovation Days, May 16-17, in New York City, exposes you to insights and experiences that will transform the way you work in the multiscreen universe. Review the jam-packed agenda and register now to hear from BuzzFeed; CollegeHumor Media; FlipBoard; Johnson & Johnson; Quantcast; MLB.com; SAY Media; VEVO, and more. Your peers, partners, and competitors are already registered. Join them now.
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