von Roland Hachmann | Jun 24, 2007 | Ad News, Blog, Digital Marketing, Online Advertising, SEO / SEA
Google has launched their performance based „pay per action“ ad network and opened it up to selected advertisers, writes clickz.
Some believe the pricing model will reduce the impact of click fraud since PPA ads won’t fall prey to automated bots designed to click ads to boost keyword prices or generate more revenue for AdSense publishers. Instead, an actual action must be performed by the user in order for the publisher and Google to be paid by the advertiser.
Yes, there might have been fraud, but why should I participate in the business risk of the advertiser? What if the product is unsellable? What if the creative is really bad and attracts people who click (which would be good for publishers in a way), but will never buy the product (or request info, or whatever the „paid action“ will be).
But Google solved this, too:
Publishers in the AdSense network can search for available CPA ads and review them before choosing whether they want to accept them for placement on their sites. The PPA ads will only appear on AdSense publisher sites, not in Google’s search results, as CPC buys do.
This whole thing is really bad news for all the affiliate networks out there…
von Roland Hachmann | Jun 13, 2007 | Blog, Online Advertising, SEO / SEA
Adverblog just pointed me to a presentation by Zoran Savin of IAB Europe on the latest figures of ad spend in Europe. Search dominates, still. I am not surprised. And email is very low, unfortunately. (I like email marketing!)
[At this point, I unsuccessfully tried to embed the slideshow from slideshare.com. Does anybody have a tip for embedding these into wordpress?]
(And I am once again amazed at the things you can get at slide share!)
von Roland Hachmann | Jun 8, 2007 | Ad News, Blog, Digital Marketing, Online Advertising
Joost is apparently testing new ad formats:
In addition to in-stream 15- and 30-second spots, the company is serving ads in „bug“ format. Bugs are brands that appear as floaters in the corner of the viewing screen. These typically appear shortly after an ad for the floating brand has just aired.
Clicking on the bug opens a new browser window that takes viewers to the product.
Interactive television with the corresponding interactive advertising is already in use by some stations (for example Sky in the UK). You press a button whenever a red dot appears in a corner and then you get further information. But in the case Joost, you can send them deep into the web, onto landing pages, rich media experiences, contact forms, etc. This will clearly change the way TV advertising is perceived and produced!
And there is even an additional benefit:
Ads will largely be targeted to viewers based on personal and demographic data that users entered when they first registered with Joost.
Somehow I don’t think they’ll stick with only personal and demographic data. How about behavioural targetting? Measure and track what they watch and what they have clicked on in the past (and hope that it is still the same person sitting in front of the screen).
von Roland Hachmann | Jun 7, 2007 | Ad News, Blog, Digital Culture, Digital Marketing, Digital News
To a greater or lesser extent most of us have gotten used to email spam. There are ways to filter it out, and the rest you can usually identify very easily and delete quickly.
But just today I have had a curious incident with Skype. Already a few days ago I had 2-3 people I have never heard of trying to get in contact with me, with spam-like messages.
Today, I was invited to a group chat with I don’t know how many other „victims“ I suppose. Most of them had left the group chat once I saw the open window, and all that was left were a few spam-like messages chatted by the initiator of the chat.
Does this mean IM is also subject to chat? Have they managed to invade the one digital communications channel that was – sofar – spam free?
And how about voice chat via skype? Will we have to face audio-spam ads during our telephone conversations?
I’m not sure whether or not I really saw spam, or just some unlucky coincidences. Did anyone encounter similar phenomena? According to Google, it does indeed exist…
von Roland Hachmann | Mai 31, 2007 | Ad News, Blog, Digital Culture, Marketing
Even though the discussion about the life after the 30 Sec. Spot continues, there are still some amazing examples of how TV advertising produces visible results.
There is a TV spot for German Telekom currently running in Germany, that is quite nicely done, a few nice special effects, absorbing visuals and surprising scene-cuts. But really nothing special.
Yet, the spot draws you in, fascinates you (well, at least me). And that’s mainly because of the song they’ve chosen. It’s „Paint it Black“ by the Rolling Stones and a search on Technorati for this song shows that many people talk about it.
Indeed, if you look at Yahoo! Clever (Yahoo! Answers) in Germany, there are many people looking for the song in the Telekom Ad.
And, furthermore: this song, even though a few decades old, made it all the way to Nr. 2 of the German iTunes charts! Listed before Maroon 5 and P!nk, for example!
The product of German Telekom launches on the 4th of June, so we don’t know yet, how successful this will be.
But we certainly know already, that the TV spot has helped the Rolling Stones catapult one of their classics all the way up the charts. I find this rather amazing.
Wo ich sonst so bin...