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BuzzLogic launches first Conversation Targeting ad system

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BuzzLogic, a company empowering marketers to grow their businesses through influential social media, has announced the public beta of its new Ad Targeting feature.

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This Ad Targeting enables advertisers to isolate influential blog and social media conversations occurring around products, brands and issues, then immediately target ad campaigns into the online conversations shaping consumer perception and buying behavior.

BuzzLogic Ad Targeting has been in private testing throughout the past month with companies like Lending Club, Oodle, Publicis Consultants | PR, SEO- PR and Wharton Executive Education. Key benefits realized during the private beta include increased performance (in some cases, more than two times higher the conversion rate) when compared to other ad optimization approaches.

“Online conversations, including blogs, are gaining more and more sway over consumer purchase decisions. This technology is important because it allows marketers to see much more clearly the particular blogs and conversations that represent the actual sources of influence shaping those consumer perceptions,” commented Greg Sterling, founder of Sterling Market Intelligence.

Originally posted on November 6, 2007 @ 4:02 am

JupiterResearch finds most online advertisers fail to take advantage of optimization strategies

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JupiterResearch has found that while simple optimization tactics are used by many brand and direct response advertisers, some effective and inexpensive optimization strategies are ignored by most marketers. Additionally, only 15 percent of advertisers use optimization technology, which can be perceived as too expensive or complex for small and emerging marketers. While more direct response advertisers are familiar with optimization technology, all advertisers benefit from improved campaign performance.

According to the JupiterResearch report “Optimization: Maximizing ROI through Cross-Tactic Optimization,” many advertisers would also benefit from implementing “cross-tactic” optimization, which currently is used by very few advertisers. Cross-tactic optimization can provide a more complete picture of the ads and ad placements that were most effective across media buys and across online advertising tactics, such as search and display. Due to the complexity of implementing cross-tactic optimization, JupiterResearch recommends that advertisers work with a third party, either an agency, technology provider or network.

Originally posted on November 7, 2007 @ 1:04 am

Universal McCann CEO Nick Brien, Arianna Huffington added to roster of speakers for ad:tech New York

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adtech.pngUniversal McCann Worldwide CEO Nick Brien, whose 20-year career has made him one of the most influential executives in the world of integrated marketing and advertising, will deliver the opening keynote address at the ad:tech New York Interactive Marketing Conference on November 6. It was also announced that political blogger Arianna Huffington, whose Huffington Post blog has become a touchstone of digital media, has also been added to the ad:tech program.

The 2007 conference will be a wide-ranging discussion of the ways in which the digital medium is transforming every aspect of marketing and advertising from content to delivery method to enabling technology. Over the past two decades, Brien has been at the center of every major paradigm shift during a career that included stops at Publicis Groupe’s Leo Burnett and Starcom prior to taking the helm at Universal McCann.

Huffington will join the keynote roundtable, “The State of the Industry: Presented by the IAB,” on November 7. The discussion will be led by IAB President and CEO Randall Rothenberg.

Originally posted on October 31, 2007 @ 10:47 pm

The Nielsen Company and Google establish strategic relationship

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nielsen.pngThe Nielsen Company and Google announced that the companies have established a multi-year, strategic relationship. As a first step, the relationship leverages Nielsen’s experience in television audience measurement to bring demographic data to the Google TV Ads advertising platform. By combining Nielsen demographic data with aggregated set-top box data, Google can provide advertisers and agencies with comprehensive information to help them create better ads for viewers and maximize the return on their advertising spending.

Google TV Ads is an online platform for buying, selling, measuring and delivering television ads. The platform, which has been operational since May, includes advertising inventory across hundreds of channels and all dayparts. A key benefit of Google TV Ads is the ability to report second-by-second set-top box data so advertisers can evaluate the reach of an ad and only pay for actual set-top box impressions. Advertisers can better understand exactly how their ad is performing and make near real time changes to their TV advertising campaigns to deliver better ads to viewers. Data derived from Nielsen’s representative television ratings panels will provide Google TV Ads advertisers with the demographic composition of the audience.

Google and Nielsen will also explore a number of other opportunities to work together to measure online and other media. Additional details of the agreement were not disclosed.

Originally posted on October 27, 2007 @ 11:12 am

Collective Media secures funding

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collectivemedia.pngCollective Media has closed a Series A round of funding led by Greycroft Partners, in conjunction with iNovia Capital. Collective Media’s online advertising network reaches 120 million unique users monthly on a wide selection of established Websites, including the largest aggregation of online news channels.

Collective Media will utilize these funds to enhance its proprietary ad network platform. Collective leverages audience targeting and optimization tools to increase the value of both top-tier, branded inventory and brand advertising. The platform features sophisticated tracking management and reporting technology. The capital will also be used to support the company’s rapid growth by increasing resources in its national sales, account management, and advertising operations.

Originally posted on October 23, 2007 @ 10:03 pm