Google Adsense For Video

Google Announces Adsense For Video

Google Adsense for Video公表

Adbriteもvideo adsをやってる

あまり話題になってないけど（爆）

Microsoft buys aQuantive

MicrosoftがaQuantiveを$6Bで買収、大再編が進む広告ネットワーク市場

MicrosoftがaQuantiveを約$6B（60億ドル）の全現金取引きで買収することを発表。
※　aQuantiveは時価総額たった$2.8（28億ドル、昨日時点）の上場企業（AQNT）
　　aQuantiveの2006年の収入高は$442M（4億4200万ドル）、純利益は約$54M（5400万ドル）。

Google→Doubleclickを4月に$3.1B（31億ドル）で買収　（今回の半額。。。）

Yahoo→4月、競合相手のRightMediaを$680M（6億8千万ドル）で買収

WPP Group→同じ業界の24/7 Real Mediaを$649M（6億4900万ドル）で買収

ほか：米Time Warner傘下のAOLは携帯向け広告のThird
Screen Mediaとオンライン広告のAdTech

オープンソース広告配信システムopenads

驚異のオープンソース広告配信システム「Openads」最新版、いよいよリリース近づく！

via markezine

フリーの広告配信システム「Openads」はGPLライセンスで公開され、
無料で利用できる高機能なアドサーバーと
して、世界的に注目を集めている。

1日あたりの広告配信数は普及版の「Openads 2.0」で100万以上、
開発者向けの「Openads
2.3 development
release」3,000万以上に対応。

詳細な統計データの表示や広告主へのレポート作成機能も充実しているというが、日本語は未対応。

さて、今後どうなるか注目。

YouTubeのinline ads

YouTube’s New Inline Ads: Screenshots

Newteeveeより

YouTubeは「映像の下に広告をいれる」という方式の実験を始めた。
テキスト広告をクリックするとビデオ広告が広がって元映像の上で再生される。

プリロール広告／ポストロール広告が不評を買っている中、
この広告がどれだけ受け入れられるのか／どれだけの効果が出るのか注目される。

ちなみにクリック式ポストロール広告もある。

この広告が入ったのはこちらの映像：My Chemical Romance music video.
26,197,627 view 22,779 ratingsの人気映像。

ちょっといい広告

もんちゃんから教えてもらったブログ記事、「ちょっといいバナーを集めてみた」

今、仕事で広告のクリエイティブチェックもやっているのですが
こういうクリエイティブだったらバンバン欲しい〜とうならされる物満載。

かなりいけてます。

サンパウロの町から消えた広告たち

Sao Paulo Bans All Outdoor Ads

Since September, the city of 11 million people has been preparing for a
law, set to go into effect Jan. 1, that will eliminate all "visual
pollution," including billboards, electronic signs and even fliers.

The decision comes several years after Sao Paulo Mayor Gilberto Kassab
passed a law banning all outdoor ads in the downtown district, seeking
an easy solution to any potential legal confusion. "When you prohibit
everything, society itself becomes your partner in enforcing the law,"
Mr. Gilberto told The New York Times.

日本でも東京都がラッピングバスを始める時に広告は公害かについて議論されたと思うけどそんなことを思い出した。

それにしても完全禁止してしまうとは極端な。

ずっとブラジルに行きたくて行けてなかったのだが
ますます「サンパウロに行ってみなければ」との思いを強めました。
やっぱり来年、リオのサンバカーニバルとコミかな（爆）

2007年

2月17日〜20日

（土曜日〜火曜日）

'Ad Age' Marketer of the Year: Toyota

日本ではあまり見えてなかったかも。。。

The margin in July was slim, only 826 units. But the Toyota brand had
its best month ever, and Lexus its best July. Ford Motor sales dropped
34% to 241,339 units from July 2005, when it had employee deals for
all. In September, Toyota Motor's sales of 222,950 were 25% higher than
its September 2005 sales, lifting the entire industry to a combined
gain of 1.9%. Without Toyota Motor, the industry would have posted a
1.7% decline, Automotive News reported.

On the product side, Toyota made lemonade out of a lemon market in
2006. While rivals were slumping under the weight of soaring gas prices
and big-truck-laden lineups, Toyota was expanding its hybrid offerings
from the Prius up through the Lexus RX 400h, and launching the
gas-sipping Toyota Yaris subcompact.

Who ever would have imagined the automaker would approve a TV
commercial that appears to show a naked owner? That's what happened
this year for the Toyota Corolla (private parts were blurred in the
spot from Saatchi & Saatchi). The spot carries the "Moving forward"
tag. Indeed.

And that means significant activity beyond the $485.8 million in
measured media spent in first-half 2006 by Toyota Division, the No. 6
overall U.S. brand. Toyota and sibling Lexus in 2006 dramatically
increased their use of events. The company says it has increased
funding for its dealers so they, too, can hold owner events.

The launch also marked Toyota's entry into video gaming, with Yaris and
Microsoft's Xbox 360 teaming up for the first driving game for Xbox
Live Arcade. Yaris had a heavy presence at the E3 video-game convention
in Los Angeles.

Mr. Lentz is suited to taking Toyota Motor Sales USA in new directions
for marketing. As VP, he oversaw and launched Scion, and says his other
brands are learning from Scion. He calls it the automaker's "laboratory
for experimentation." He says the cross-pollination is also aided by
the shuffling or promoting of marketing people from brand to brand.
(Historically, executives were moved out of marketing and succeeded by
insiders who didn't come up in marketing).

Scion is on pace to sell 21,000 more than the 156,000 units it sold in 2005.

Social Networking Is Hot, but Research Is Hotter

In one, Jonah Peretti, founding partner of the Huffington Post,
detailed a viral e-mail campaign about his quest to wear customized
Nikes with the word "sweatshop" emblazoned on the heel.

Nikeはいつもしかけますねえ。。。

Advertisers are trying to reach audiences on a large scale through
MySpace and YouTube, but the trend that the industry will be seeing in
the coming months and years is a focus on smaller, community-based
platforms, said Bob Desena, director-active engagement at
Mediaedge:cia. "There seems to be this sense of, if you can't do
something with 3 million people, is there still lots of engagement?"


コミュニティ化はキーですね。どれだけ「中毒者を作れるか」と。

As Roy deSouza, CEO, Zedo, pointed out during a panel that afternoon
focusing on the ubiquitous topic of Web 2.0, smaller online communities
that didn't exist at this time last year are already making major
impact. Social-networking hubs such as the consumer-written restaurant
reviews of Yelp, and Dogster, a canine-centric version of Friendster,
are helping define the new movement by staying out of their users way
and letting them provide editorial content.

Creating addicts

"What addicts people [to a site] is feeling they're on the cutting
edge," he said. "Something that makes users say I'm really glad to be
here. But they're very fickle. What might be important to them this
month could change next month."

Eileen Naughton, Google's regional director in New York and a former
Time Inc. exec, said that when you consider the sheer number of ads
Google serves up to its total searches, its ad-serving network is
larger than any U.S. government network. The company's goal, she said,
is to take that system architecture to other platforms and "bring
efficiency where efficiency doesn't exist." She also said there's an
"awful lot of interest at Google" to try to quantify the value of
impressions for marketers who are looking to it for branding purposes.
She mentioned research would come out next year as Google moves into
the display field.

AdBrite To Add Premium Pricing Option

AdBrite To Add Premium Pricing Option


AdBrite, which itself this week announced
its switch to an auction model after starting in 2004 as a more
conventional ad network, is adding the reserve inventory feature in the
next month in response to agencies' demands for a way to make
guaranteed media buys through AdBrite.

For advertisers, Fanlo liked the new option of being able to reserve a
plane seat ahead of time rather than waiting on stand-by. It's also
similar to eBay's Buy It Now feature, which allows a buyer to purchase
an item before auction at a set price.

Fanlo noted that brand advertisers especially want to lock in inventory
in advance for a promotion or campaign timed to a specific event--such
as a movie opening or product launch. Through AdBrite's Guaranteed
Delivery, marketers would be able to reserve inventory up to a year in
advance.

In addition to purchasing inventory at a set price for specified
inventory, advertisers would be able to cancel ad buys for a full
refund at the highest price levels, said Fanlo. He expects pricing for
reserve buys to range from 20% to 150% above those they would fetch in
the auction process.

なるほど。オークションモデルを出しておいて、

オークション会場の特別シートはプレミアムサービスに用意してあり一本釣りできると。

Web 2.0 Growing Faster Than Online Video, News

Web 2.0 Growing Faster Than Online Video, News

Web 2.0 sites--defined loosely in the session as those allowing users
to "talk" to their "friends" via e-mail, messaging, blogs, and other
social media tools--ranked first in year-over-year growth in unique
audience and Web pages viewed. That put Web 2.0 ahead of categories
including news and information, ISPs, video and movies, and family
resources.

トラフィック急増サイトFeedburner (385%), Digg.com (286%), MySpace (170%), Wikipedia (161%),
and Facebook (134%).

のびると思われるサイトyelp, which has user restaurant reviews; dogster, for dog
lovers; online gaming community Xfire; Eons, aimed at baby boomers 50
and over; and video-sharing service BitTorrent.

The panelists also agreed that advertising will be the predominant
business model for Web 2.0 sites. de Souza said advertising falls into
two categories: Class 2, or remnant, and premium. Remnant advertising
typically carries a CPM of less than $1, and is bought through large ad
networks such as Advertising.com. A frequency cap is usually negotiated
as part of the buy. Conversion rates hover at less than 0.1%--better
than many news sites, but not as good as on premium sites such as
iVillage, de Souza said.

Premium Web 2.0 ads have CPMs ranging from $2 to $20, and are bought
directly by advertisers. They encompass a broader range of formats
including sponsored groups, customized page backgrounds and online
promotional contests.

Overall, most of the advertising on social sites is now text or banner
ads from direct marketers, "definitely the lower end," as de Souza
described it. But he said that during the last year, Web 2.0 sites had
begun carrying higher-level brand and targeted advertising. He said
that over time, the remnant advertising on social sites would also
become more valuable as the sites became better at targeting the ads.

Buchwalter predicted a bright future for video advertising--in
particular, for Web 2.0 sites. "There's no question video is going to
play a huge role," he said. Market researcher eMarketer forecast online
video advertising to grow to $2.9 billion by 2010 in a study released
Monday.

Google To Sell Newspaper Ads

Google To Sell Newspaper Ads

個人的には「へーいよいよ今月始まるんだあ。。。」って感じですが
Media PosでToday's most readだ。
やっぱみんな興味あるんだなあ。

GOOGLE IS READYING AN EFFORT to sell ads in 50 major newspapers, including papers published by Gannett, the Tribune Company, The New York Times Company, the Washington Post Company, and Hearst. Google reportedly will begin testing the system with 100 advertisers later this month.

Mochila Unveils New Pay-Per-Click Product

Mochila Unveils New Pay-Per-Click Product

"new ad product that allows marketers to package
their ads with specific articles on publisher sites"

The company, which came out of stealth mode earlier this year, serves
as an online bazaar for photos, articles, video and other content,
available for sale on an a la carte basis.

なるほど。

Publisher partners include
CNET, the Associated Press, Hearst Magazines, New York Magazine, and the L.A.

Times/Washington Post News Service.

そうそうたるラインナップ。

The newly launched ad model allows advertisers to select specific
articles or series of articles to advertise alongside. When publisher
sites purchase that content, the sites can opt to receive pay-per-click
ads to go with the content. If the publisher site chooses to take the
ads, they receive the content for free, in addition to sharing the
revenue on the ad with the publisher site and Mochila itself.

これ面白いな。

Mochila CEO Keith McAllister said the model aims to cut down on click
fraud, since all members of the network are vetted before being
admitted. "Because Mochila's membership is closed, the problems of
click fraud are reduced almost to zero, because you know who you're
working with," he said.

To provide initial ad inventory, Mochila has partnered with three major
online advertising networks--24/7 Real Networks, Quigo, and Tacoda.

なるほど。。。面白いな。

AdBrite Network Adopts Auction Model

AdBrite Network Adopts Auction Model

AdBrite has grown to a network encompassing 28,000
publishers and brand marketers including ESPN, Estee Lauder, Skechers
and Sports Illustrated.

monthly audience for its ads has rocketed
from 7 million unique visitors to 62 million as of September, according
to comScore Media Metrix data.(By comparison, the ad network with the
largest reach, advertising.com, had 145 million visitors in September.)

しかし、今後スケーラブルに成長するためにということで：

In response to rapid growth, AdBrite is now adopting an auction-based
model for its automated ad network that allows advertisers to bid on a
per-impression basis for ads that can be targeted by criteria including
keywords, geography, demographics, content channel and site quality.
For now, the ad formats are limited to text, banners and interstitials,
but AdBrite plans to add video ads in the coming weeks and eventually
mobile ads.

One of AdBrite's underlying conceits is to allow brand advertisers to
tap into the "long tail" of smaller sites and blogs that they might
otherwise overlook. At the same time, publishers gain the ability to
better monetize their online real estate. "AdBrite 2.0 is all about
extracting a site's brand value," said Fanlo.

AdBrite isn't the only online exchange trying to bring greater
efficiency to Internet advertising. Right Media, which recently
received a $45 million venture investment led by Yahoo, operates an
online ad marketplace that allows publishers and ad networks to auction
unsold inventory to the highest bidder. It involves about 60 ad
networks representing 8,000 publishers and 3,000 advertisers.

But Fanlo said AdBrite--which he expects to have revenue of about $20
million this year--is more focused on working directly with publishers
and advertisers rather than ad networks.

Better ROI From YouTube Video Than Super Bowl Spot

Better ROI From YouTube Video Than Super Bowl Spot

もう超有名なこの"Dove
Evolution"のビデオ。
普通の女の子がメイクや画像処理によってガンガンきれいになってしまって最後はポスターになるという動画。

Dove Evolution

Ad AgeがこのCMについて検証した。

With not a penny of paid media and in less than a month, "Dove
Evolution," a 75-second viral film created by Ogilvy & Mather,
Toronto, for the Unilever brand has reaped more than 1.7 million views
on YouTube and has gotten significant play on TV talk shows "Ellen" and
"The View" as well as on "Entertainment Tonight." It's also brought the
biggest-ever traffic spike to CampaignForRealBeauty.com, three times
more than Dove's Super Bowl ad and resulting publicity last year,
according to Alexa.com.

製作したのはOgilvy & Matherだったんだ。
170万PV。
そしてSuper Bowlでの広告の３倍もキャンペーンサイトへの誘導があったという。
（えっ。。。でもAlexaなの。。。？）

Unilever had already found that buzz can beat the direct impact of paid
media. Todd Tillemans, VP-North American skin care, said while the
Super Bowl ad generated about 90 million impressions, pre- and
post-game publicity produced another 400 million, even though the ad
only aired that one time on regular TV. (It has since run on in-store
networks at Wal-Mart and Sam's Club.)

ペイドメディアより口コミの方が効果がある。とユニリーバのTodd Tillemansは言いきる。

"This is a great example of where we're not using the old playbook
where we do a lot of TV advertising," he said. He believes the strong
consumer insight behind "Campaign for Real Beauty" gave the effort
"viral legs" and that the particular message was "more powerful because
it came from an objective source" in the form of the TV news and
entertainment programs.'

全てに当てはまる話ではないけれどよい事例ができた。