Exclusive SAI Interview: How Glam Media Got The Advertising Industry In Its Pocket

In this 25 minute video Glam Media CEO Samir Arora reveals how his lifestyle websites and blogs became $1 billion company, which revenue comes primarily from advertising. The former Apple exec discusses how to curate good content, what advertising works online and what doesn't, and whether click-thru rates will lose their luster with advertisers...



via / more businessinsider.com

Mit Media und Ad Networks was nützliches tun und damit Geld verdienen

Sind Advertising-Netzwerke als Geschäftsidee bei den Medienunternehmern jetzt angekommen? Schon viele Jahre rede ich mir den Mund fusselig, dass Verlage die Chance wahrnehmen sollten mit ihren Erfahrungen und bestehen Kundenbeziehungen (Werbetreibende und ihren Agenturen sowie Inhaltsproduzenten und Vertriebskanälen) die Chance nutzen sollten aus ihren Silos auszubrechen und mit und auf dem Markt Media- und Anzeigennetzwerke zu bauen. Auf dem Digital Innovators’ Summit hat Kollege Bernd Pitz jetzt Kristina Prokop von Adify interviewt und sie ist (einigermaßen) zuversichtlich, dass das bei den Fachverlagen jetzt angekommen ist. Schau mer mal ... auf sevenload

"Kristina Prokop, Adify - Vertical Network Solutions, im Gespräch mit Bernd Pitz über vertikale Netzwerke und deren Entwicklung in der deutschen Medienlandschaft. Prokop sieht die Medienunternehmen als Gatekeeper zu spezifischem Content. Gerade für Fachverlage könnten sich in diesem Bereich neue Geschäftsmodelle finden. "Der wichtigste Trend im Online-Advertising 2010 ist enhanced Targeting", so Prokop. Die Zeit sei einfach reif für diese Art des Marketings ..."


Link:
via / auf media-Treff.de

Mehr auf diesem Blog zu Ad-Networks (88 Einträge)

The Growing Google Pie: Display Advertising on Google Media and Ad Network

Yesterday Google announced the the DoubleClick Ad Exchange




From the Doubleclick Blog:

Key benefits for sellers

- Real-time dynamic allocation to maximize yield. Publishers can automatically generate the highest return for every impression, using real-time data and bids to allocate ad space to the sales channel that pays the most at that second.
- Access to many more advertisers. The Ad Exchange offers publishers access to new buyers, including AdWords advertisers, bringing higher quality ads and more competition for ad space on their sites.
- Hassle-free payments managed by Google. We manage the billing and payments from networks so publishers get one monthly payment and minimize having to manage multiple relationships.
- Greater controls. Publishers can decide what advertisers, networks, ad formats, and bid types to allow.
- New easy to use interface with enhanced reporting. We use the simplicity of Google's user design principles to help publishers easily find out how their sites are performing, to help them make the right decisions about their ad space.

Key benefits for buyers

- Access to more publishers and more ad space. Hundreds of thousands of AdSense publisher sites are now available on the Ad Exchange to Google-certified ad networks. And as more publishers join the Ad Exchange to take advantage of its yield management capabilities, more high quality inventory is being added all the time.
- Real-time bidder. The Ad Exchange has a new real-time bidder feature that allows buyers to use their own data, optimization and ad serving technologies to bid on their desired inventory on an impression-by-impression basis, choosing only the sites, audiences, or particular type of ad space they want to reach.
- New easy to use interface with enhanced buyer reporting capabilities. Redesigned reports are simple to use and understand, so buyers can easily see how their campaigns are performing to help them make the right decisions.
- More control and precision. Buyers control where their ads appear and don't appear. They can use frequency capping, pacing and other features to precisely control ad delivery.
- Centralized clearing system. Google makes all payments to publishers, reducing complexity with a single billing and payment point. Buyers benefit from managing one business relationship instead of many.
- A new API - Ad networks and agency networks will have access to an API which enables them to integrate their own functionality and systems when working with the Ad Exchange.

Overview AdExchange (PDF)

The Impact of Advertising on Content Sites vs. Ad Networks

OPA [Online Publishers Association] monitors and compares the ads effectiveness of content Site, portals and ad networks. From their key findings (3rd wave, August 2009)


Source: OPA

For ad effectiveness, environment matters – and Content Sites help advertisers ‘move the needle’

•OPA Member sites’ ad effectiveness consistently outperform other sites –including Portals and Ad Networks, even during an economic recession

•OPA sites have largely improved their ad effectiveness over time, unlike Portals and Ad networks

•These Content Sites generally do a better job of integrating advertising into professional video, as well as rich media and interactive ads

•Ad Networks’ Purchase Intent delta is statistically insignificant –that is, brands get the same result if they do not advertise on ad networks as they do by advertising on networks

Results by demographics, industry, ad formats and on how online advertising impacts decision maker and influencers here, PDF, 40 pages

Glam: Upcoming Twitter and Twitter-alike Powered Ad Network Apps

Among the GlamApps for site owners and Bloggers we might - not to far out - see some Twitter and Twitter alike powered application for some real-time advertising models. When TechCrunch learned about that, they asked Samir Arora (Glam Media) what it means and when Glam can / will provide some more details wrote:

With the launch of Tinker.com to help monetize “real-time” trends and events, Advertisers have been asking Glam to reach real-time stream users across multiple applications.

Unlike Social Network apps that live “inside” MySpace and Facebook, Twitter is revolutionizing the apps business by pioneering an open model- Glam sees this as the first mid and long tail of Social Apps, much like iPhone has done for mobile apps with a pay for apps model. Given Internet apps are free, except for a small “pro” apps upgrades, it is vital that we can figure out a monetization quickly. Given the audience and vertical targeting Glam has developed for content publishers and the trust with brand advertisers, Glam can bring the learning to the Twitterverse ...

more at TechCrunch

We wrote before about Media- and Advertising Networks here, and I wonder when Glam & Co discover the wealth of content 'advertisers' have, the platforms and network outlets and client relation they have established (and continuing to build) and the attitude and wishes of participants to enrich their relation and experience.

For the record (2009/06):
Arora mentioned that in US they have now over 1000 publishers and reaching 56 million unique users a month

B2B Publishers Rethinking Google AdSense Programs

by Marie Griffin on btobonline.com

Some quotes:
Christine Oldenbrook, director of marketing and e-media at Bobit Business Media:
“We don’t do a lot with AdSense, and we’re cutting it back. We’re selling a lot more contextual ads ourselves since we opened up more contextual advertising space in our Web site designs and integrated our sales force."

“Our salespeople are becoming anxious to sell the space themselves, and we can make more money.” To maximize inventory, Oldenbrook is also looking into ad networks that might bring in non-endemic advertising at higher CPM's than AdSense.


Ted Bahr, president and publisher of BZ Media:
“We’re really disappointed with AdSense. We get about one-sixth of the revenue we did three or four years ago [from AdSense]. For a small company like ours, Google is unresponsive, and the checks are so small now that it’s not worth my time to try to work with them.”

So Bahr is investigating other passive revenue streams. “We’re constantly being solicited,” he said. “Right now, we’re working with a company called Job Target and the IDG Tech Network.”

more

Eventually it seems, some more publishers get acquainted with the idea that they can / should take responsibilty for what their readers see and their advertisers get. We pointed often to media and ad networks, better CPM’s for smaller, more specialist networks and partners and suggest to extend this responsibility beyond by traveling along with your content and your reader / users.

Frühere Einträge:
IDG TechNetwork expandiert jetzt auch nach Deutschland, Indien

Will B2B Advertising Networks do the Job?

Small Is Beautyful: Better CPM Results for Smaller Website Publishers

IDG TechNetwork expandiert jetzt auch nach Deutschland, Indien

Das Anzeigennetzwerk IDG TechNetwork (USA, UK) expandiert jetzt auch nach Deutschland, Indien, Spanien und Schweden ...



Neben den eigenen Sites bedient IDG bereits über 150 non-IDG Websites und reklamiert für sich mehr als 40 Mio. Unique Visitors pro Monat.

via b-to-online

Wann bequemen sich hierzulande B2B Verlage und Serviceprovider, solche - bzw. verbesserte - Media- und Anzeigennetzwerke zu konzipieren und zu implimentieren?
Oder will man etwas warten, bis einer der eher suboptimalen Versuche von Blog-Netzwerken (e.g. adnation
, Blogwerk), irgendwie doch noch erfolgreich wird?

Frühere Einträge:
Ein bisschen Glam(mer) auf IDG Media TechNetwork

Will B2B Advertising Networks do the Job?

12. VDZ Whitepapier: Drittvermarktung durch Ad Networks und Ad Exchanges für Verlage

Namhafte Experten (darunter David Radicke) haben dieses Whitepaper / Whitepräsentation (150 Powerpoint-Charts) über die Drittvermarktung Modelle von Inventar durch Werbe-Netzwerke (Ad Networks) und Werbe-Marktplätze (Ad Exchanges) erstellt schreibt Norbert Rüdell in seiner Pressemitteilung vom 3. April. Das Whitepaper biete neben Marktdaten und einem Überblick zur Funktionsweise, eine detaillierten Analyse der beim Einsatz und stellt sechs nationale und internationale Anbieter von Ad Networks und Ad Exchanges vor.

Ob das 12. VDZ Whitepaper auch auf den Nutzen bei Bauen von eigenen Media- und Anzeigen-Netzwerke eingeht und die dafür verfügbaren Werkzeuge und Partner beschreibt, die einem dabei helfen können, geht aus der Pressemitteilung nicht hervor (und ich hatte auch keine Chance die Präsentation durchzublättern).

Aber vielleicht ließt hier jemand mit, der die Antwort kann?!

Mehr / Bestellmöglichkeiten

The State of the [US] News Media Report 2009

"The State of the News Media 2009 is the sixth edition of our annual report on the health and status of American journalism ..." presenting aggregated and original research on US Cable TV, Local TV, Magazines, Network TV, Newspapers, Online and Radio

Index 2009 | Chart Index

From the Intro:

"This is the sixth edition of our annual report on the State of the News Media in the United States.

It is also the bleakest.

Much of what we have noted in the past holds true. The old media have held onto
their audience even as consumers migrate online. In 2008, audience gains at
sites offering legacy news were far larger than those for new media. The old
norms of traditional journalism continue to have value. And when you look at the
numbers closely, consumers are not just retreating to ideological places for news.

The problem facing American journalism is not fundamentally an audience
problem or a credibility problem. It is a revenue problem & the decoupling,
... , of advertising from news ..."

Later Note about two Special Reports by the Project for Excellence in Journalism

Citizen-based Media

New Journalism Ventures

Hearst “100 Days of Change” program half way through

Source: Hearst Corp.

Steven Swartz, the president of Hearst newspapers and Senior VP Hearst Corp., explains what is on the way for Hearst Newspaper: [all emphasis by us]

Dear Colleague:

We are at the halfway point in our “100 Days of Change” program and I want to share with you the progress that we’ve made on ideas that fundamentally change the way we do business. Many of you have taken the time to write to me or to the various task force leaders with your thoughts and suggestions, and I’m extremely pleased by the level of energy and cooperation I’ve seen across our newspaper company.

One inescapable conclusion of our study is that our cost base is significantly out of line with the revenue available in our business today. It is equally inescapable that during good times our industry developed business practices that were at best inefficient. For example, all [our] newspapers look pretty much alike, and yet they are not similar enough to allow for efficient production or common content sharing. This must and will change. Another example is that while we have a tremendous opportunity to continue growing our advertising business with small customers, we cannot afford to do so by calling on every advertiser in person every other week and then having a team of artists build and rebuild their ads. We must and will learn to use outbound telemarketing and self-service ad platforms more effectively. I’m confident we can move to rationalize our costs without impairing our ability to give our readers and advertisers the best news and information products in our markets. Even with the cost reductions we are making we have far more resources devoted to reporting local news and information than any other local media outlet. Thus, each of our management teams is at work to complete a fundamental restructuring so we can turn our full attention to product innovation and revenue growth.

Next, we have a revenue and business model problem as opposed to an audience problem. Yes, it is true that fewer people read a newspaper on any given day today than they did in the past, but with the proliferation of media options, consumption of individual media types isn’t what it once was and probably never will be again. Our audience is still the largest of any local news and information media outlet. And when combined with newspapers’ Internet audience, our audience has actually been growing in recent years while our revenue has been declining. So it is our business model that must change in several ways.

We believe we must begin to provide greater differentiation between the content of our free Web sites and the content of our paid product, be that paid product read in print, on a digital device like Amazon’s Kindle, or online. This doesn’t mean we wall off our Web sites behind a paid barrier. Our sites must continue to be the superior and dominant free Web sites in their markets. This means they must offer the best in breaking news, staff and reader blogs, community databases and photo galleries. In fact, we need to expand the number of reporters, editors and photographers who are running a truly great blog, creating a rich dialogue of opinion and data sharing. We must do a far better job of reaching out to prominent citizens in our communities, those who already have a blog and those who don’t, and providing them a prominent platform to state their views. We must develop a rich network of correspondents to help us grow the deepest hyper-local community microsites in our markets. We must do a better job of linking to other great sources of content in our communities. And we must put staff resources behind building those channels of interest that have the greatest potential: those built around pro sports teams, moms and high school sports, to name a few. Exactly how much paid content to hold back from our free sites will be a judgment call made daily by our management, whose mission should be to run the best free Web sites in our markets without compromising our ability to get a fair price from consumers for the expensive, unique reporting and writing that we produce each day.

We must continue to ask readers to pay more for their subscriptions. Our print subscribers don’t pay us enough today that we can say they are actually paying for content. Rather, we only ask readers to pay for a portion of the cost of printing the paper on newsprint and delivering it to the reader’s doorstep. We must gradually, but persistently, change this practice. We ask our readers to pay for their subscriptions on the Kindle today, and we must begin doing the same thing on the iPhone and other advanced smart phones and reading devices that allow us to create a user experience worth paying for. We also need to make our paid product available through the Internet for those who prefer to read it that way. And we must innovate to constantly enhance the reading and advertising experience on these platforms.

Our sales forces must make a transformation similar in scope to the one that IBM underwent in the 90s when it went from a mainframe selling culture to a strategy of being true IT consultants to their clients, even selling them non-IBM products when warranted. In our case, we must fully make the leap from simply selling pages to selling audiences, and in doing so be able to sell packages of products, some of which won’t be our own. The best of our Hearst Newspapers colleagues are already doing this, combining our offerings with those of Yahoo!, Google, MSN, AOL, Ask.com Yahoo! HotJobs and Zillow and networks of local Web sites that we have assembled. All of these products are in our portfolio today. Our advertising task force has created a three-month course of transformational instruction built around a massive sales contest that each of your markets either has launched or is launching. I’m confident that most of our reps will emerge from this process set on a path to become topflight, consultative sellers of audience.

One final overarching thought emerges from our look at advertising sales: we must use third-party printers in all of our markets in order to significantly add more color to our products, not so much for our readers’ needs, but to be more competitive in the battle for advertising dollars in a high-definition world.

Finally, while our savviest advertising customers know that our products still work well for them, as do our most passionate readers, we have done a poor job of telling our story. This becomes even more important as we change our business model. Our communications task force has developed a wonderful new campaign that begins to put us back where we should be—on the offensive about the vital role we play in the politics, social lives and commerce of our communities. We’ll have samples of the campaign available next week on 100DaysofChange.com.

Please discuss these ideas with your colleagues, your managers, our customers and our readers, and let us know what you think. Our goal is to emerge from the “100 Days” with a cost structure we can build our future on and a business model that seeks, by 2011, to get more than 50 percent of our revenue from circulation revenue and digital advertising sales—two areas of our business that we know we can grow and grow consistently as this recession subsides.

I know these are difficult times for those in businesses like ours that are buffeted by so many forces. Yet I know that we have the wherewithal to emerge from this recession with a changed business, yes, but one that is back on a path of growth. Thank you again for your commitment to see us through this journey.

Best regards,

Steve

via / more at WSJ Blog Digits

25 ideas: Creating An Open-Source Business Model For Newspapers

by Tom Foremski on Silicon Valley Watcher

They are not really new in the discussion - but a great collection. Make sure to checked all 25 of them out, whether they could guide you in make the right moves which help you to improve your news business with your readers / your community.

From his list (shortened)

1: Focus on original content, do not rewrite wire stories or press releases ...

2: Focus on hyper-local coverage, newspapers should "own" their regional beat ...

3: Don't run foreign bureaus unless you are the New York Times or the like ...

4: Be a regular and visible part of your local communities ...

5: Become an active teacher of media literacy and media production in your local communities ...

6: Celebrate the best citizen journalists/bloggers in your communities, publish them ...

7: Become involved in local events, organize conferences ...

8: Don't let advertising networks sell your advertising ...

Read the full list, now
25 ideas: Creating An Open-Source Business Model For Newspapers

via twitter @jayrosen_nyu

KPMG Study: Slump in Ad Spending and Rise of Mobile Ads

Asked about the major changes in our industry to come, 49 % of (more than 200) media, marketing and advertising executives say that the pullback of advertising dollars is the most disruptive force in media and 40 % have mobile devices becoming the personal computers of today, on their top list.

Other key findings:
- 75 % of executives predict that advertisers will move more than a quarter of media time and spending away from traditional channels in the next five years, while social networks and mobile marketing are expected to see increased activity.
- 48 % see the greatest marketing opportunity for Mobile marketing in location-based advertising
- 47 % indicated that the biggest lesson learned from President Obama’s use of social media while campaigning is that social networks can powerfully grab mindshare in society at large.

via / more at MobiADNews

KPMG Press room

Google adds Latitude to Google Map /M

Adds functionality to "Google" Android, Friends ... and Google enabled Social Networks. But commercially it can be the starting point for more Google dominance: location-based services and advertising



More on Latitude / Starting Point

Your Guide to Alternative Business Models for Newspapers

Mark Glaser looks at alternative business model [elements] for newspapers [revenue streams]

Blog Networks
Classified Networks
Crowdfunding
Customized Papers
Hyper-Local Ads
Local Portal
Multimedia Ads
Niche Sites
Non-Profit
Paid Content

via / more MEDIASHIFT

IAB's neue Audience Reach Measurement Guidelines

steht jetzt online und ist (bis 20. Januar) offen für Feedback von den Medien, von Marketers, Werbeagenturen, Vermarkter und Technologie-Providern

Wer hier in Deutschland im Onlinegeschäft ist und der englischen Sprache mächtig ist, sollte sich das neue Dokument (PDF) hier herunterladen und genauestens studieren, da gibt es einige Anregungen und vielleicht auch die ein oder andere Überraschung. Die gerade wieder heftig diskutierten PIs der IVW 2008-11, kommen in dem 35seitigen Dokument fast nicht (mehr) vor und so könnten (wenn sie denn wollten) sicher die AGOF, AG MA, AG Social Media, BVDW, IVW, die großen Online-Vermarkter und Ad-Networks, u.a. davon profitieren.

Aber wie Steve Rubel anmerkt, geht der Entwurf nur den halben Weg und bemängelt zu recht, dass Faktoren wie Engagement, Reputation, Sentiment und vor allem der Kauf- / Verkaufs-Aspekte nach wie vor zu kurz kommen ... mehr

About Today’s Marketing Environment (for B2B Media)

presented by Mark DiMassimo (CEO/Creative Director, DiMassimo Goldstein) at the Top Management Meeting in Chicago.

The entertaining / deflecting part we have here (That is now). Here my other notes I want to share with you:

His advice to B2B Media, you better understand "It is a Buyers Market" and you can only succeed by them you help them to build their business (and you will fail, if you concentrate and act like as everything is centered around helping your business to succeed).

During Marks presentation he shared some figures from a (non representative) survey, his company conducted within his client base (worldwide)

How important do marketers and/or advertisers view business media as advertising media
16 % extremely important
64 % important
16 % secondary
4 % not important / ignore it

As budget cuts come, will vertical business media be first or last to be cut?
12 % business media will be first to be cut
60 % business media ranks high on the list for getting cut
28 % business media is unlikely to get cut

How likely is your business-media specific spend to get cut in 2009
32 % Very likely to be cut
44 % somewhat likely to be cut
20 % unlikely to get cut
4 % will certainly not get cut

How likely is that your general-media specific spend to get cut in 2009
48 % Very likely to be cut
24 % somewhat likely to be cut
12 % unlikely to get cut
16 % will certainly not get cut

The most important guaranty for success is that media & media services provides a total value solution to the advertiser not just page rates and CPMs. That means integrated packages with print, events, online, lead generation, etc. and imperative need for mastering social network application and leveraging User Generated Content is growing quickly and will be critical for the success in the future.

So please understand, your business is going well if your client succeed!

The Mobile Revolution in Seoul & Tokyo Land

A plus8star talk from Benjamin Joffe about Mobile TV, Mobile Advertising, Mobile Commerce, Mobile Books, Mobile Social Networks at Mobile Focus 2000 in Stockholm

Mobile Invisible Revolution

View SlideShare presentation or Upload your own. (tags: social future)

The Mobile Revolution in Seoul & Tokyo Land

A plus8star talk from Benjamin Joffe about Mobile TV, Mobile Advertising, Mobile Commerce, Mobile Books, Mobile Social Networks at Mobile Focus 2000 in Stockholm

Mobile Invisible Revolution

View SlideShare presentation or Upload your own. (tags: social future)

Mein vorläufiges Programm: Web 2.0 Expo

Spontane Änderung vorbehalten!

Tuesday, October 21
8:30 - 11:30AM
Mobile 2.0, Brian Fling

1:00 - 4:00PM
Improving Your Site's Usability - What Users Really Want
Leisa Reichelt

4:20 - 4:45PM
O'Reilly Radar, Tim O'Reilly

Wednesday, October 22
9:00 - 9:50AM
Better Media Plumbing for the Social Web
Stowe Boyd

11:10 - 12:00PM
IBM: Web 2.0 Goes to Work
Gina Poole

12:00 - 2:00PM
Lunch 2.0 Berlin

2:45 - 3:10PM
High Order Bit, Ben Hammersley

3:30 - 4:20PM
Reactive Advertising, Gustav Martner, Gustav von Sydow

4:35 - 5:25PM
The Truth about Social Network Advertising -- The One VCs Don't Want
Scott Rafer

Thursday, October 23
11:00 - 11:50AM
Adding Emerging Media to the Marketing Mix
Dieter Rappold, Tony Douglas

3:40 - 4:30PM
Marketing to Online Communities: Lessons from Early Adopters
Jeff Bates

Rastlos: Innovator & Suchender in Sachen Advertising

Google lässt einfach nicht locker. In dieser Woche die Ankündigungen

Advertising in Games (Beta, US only)

Seit ein paar Wochen gibt automatisch spielende, quasi aufgezwungene post-roll Advertising am Ende eines Videoclips.

Natürlich gelingt nicht alles. Die User sind kritisch und/oder ignorant, und du brauchst Mut und Melkkühe (oder Goldesel) um Versuch & Irrtum zu finanzieren. Aber wenn traditionelle werbefinanzierte Unternehmungen auch nur halb so innovativ wären, wäre mir nicht halb so bange um 'meine' Branche ...

Btw., seit gestern gibt es auch einen neuen Versuch YouTube mit Click & Buy eCommerce zu einem auch kommerziellen Erfolg werden zu lassen ...

"We're getting started by embedding iTunes and Amazon.com links on videos from companies like EMI Music, and providing Amazon.com product links to the newly released video game Spore(TM) on videos from Electronic Arts. ..."

Google Turns On Text Ads In Google Maps

Google to Sell TV Ads for NBC Universal Networks

Google stellt 400 lokale Anzeigenverkäufer ein

Gold Rush: Is YouTube Google Goldmine?

'The Bourne Ultimatum' goes Google

Google is testing Visual Ads in Search Results

Google New Gadget Ads Format

Google verkauft jetzt Printanzeigen für 225 Newspapers

Google verkauft Radio Ads für Clear Channel Radio

Google 'AdSense For Video' Starts Testing

Google baut an der größte Marketing-Plattform der Welt

Google to Measure Offline Media Results Online

Google Publication Ads in Chicago Newspaper

P.S.
Ob da nicht so mancher Werbetreibende auf den 'abwegigen' Gedanken, dass die Zukunft des Advertising wohl nicht bei den traditionellen Medien liegt?