Behavioral Targeting More Engaging Than Contextual

A new Tacoda-backed study that compares behavioral ads and contextual ads finds that behavioral targeting generates an average of 17 percent more looks at ads than contextual targeting, and after the first exposure, the advantage rises to 54 percent. The results indicate that behavioral targeting can help advertisers create more engagement with consumers and help the ads be noticed more often and for more time the more that consumers are exposed to them.

‘Real Life’ Genre Poised for Growth

The ‘real life’ genre of weeklies in the U.K. may be set to boom - with last week’s debut of ACP-NatMag’s Real People and next month’s debut of Love It from News International, and more titles expected soon, writes the U.K.’s Media Week. Interest in real life magazines, which offer an odd form of escapism, letting readers feel good about themselves by comparing their lives to the sad lives of those in the pages, has grown since the successful debut of IPC’s Pick Me Up in early 2005, and research shows the genre may have a long way to go.

Chicago Free Press Re-Launches in Sub-Tabloid Size

The Chicago Free Press, a gay-oriented weekly, has relaunched, and now has a significantly narrower and slightly shorter profile than its previous tabloid size, according to Editor & Publisher. The redesign also includes bigger graphics and more color, in order to differentiate it from other gay- and lesbian-targeted titles.

CAB: Upfront Sales Calls Just Days Away

The Cabletelevision Advertising Bureau has named new sales and marketing executives to its team in order to be able to make more sales calls as the upfront season gets underway, Mediapost reports. The new appointments end a transformation of the Bureau, bringing it from a centralized, information-based organization to one based on teams of two sales/marketing executives who can make individual sales calls to clients and agency media departments on the order of several a week.

CBS Airs One-Minute ‘Micro-series’ Episodes

CBS, aggressively pursuing new TV marketing opportunities as the line between TV and the internet blurs, has announced that it will broadcast a micro-series of 7, one-minute-or-less installments, which will air during the first-act commercial break of CSI: Miami on Jan. 24 and finish during Criminal Minds on Feb. 1, the AP reports (via the Washington Post). The show, titled The Courier, tells the story of a man risking his life to rescue his kidnapped wife.

Podtrac Launches Podcast Ad Auction

Podtrac has launched an on-line advertising auction to determine ad rates for the podcasting market. While Podtrac might be first-to-market, Google may have plans for this space too.

Scribner Serves Up Mobile Campaign for Stephen King

Scribner is turning to cell phones to promote Stephen King’s new novel, Cell, Mediapost reports. The plan calls for ring tones with King’s voice and text messages that will be sent to 100,000 cell phone users that say “The next call you take may be your last…. Join the Stephen King VIP Club at www.cellthebook.com.” Members will receive an audio message via cell phone from Mr. King on Jan. 24 that will advertise additional content on the site.

Google Sets Sights on Radio Advertising

Google has agreed to acquire dMarc Broadcasting, a company that connects advertisers directly to radio stations through an automated advertising platform. dMarc says its platform simplifies the sales process, scheduling, delivery and reporting of radio advertising. For broadcasters, dMarc’s technology automatically schedules and places advertising.

“Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media,” said Tim Armstrong, vice president of Advertising Sales, Google. This is already clear from Google’s push into print advertising. Now, Google plans to integrate dMarc technology into the Google AdWords platform, creating a new radio ad distribution channel for Google advertisers.

In-Game Ad Options on the Rise

In-game advertising options are on the rise, and casual game-playing is beginning to attract more women, Media Life reports. Several companies now offer video game advertising - including Double Fusion, a new San Francisco company, and Massive Inc.

GoDaddy: NFL to Review Ad If Accepted by ABC

If GoDaddy.com manages to get a Super Bowl ad cleared for broadcast by ABC, it may have another hurdle to jump: the NFL plans to review any commercial from the domain name registry company, as well, Adweek reports. At least, that’s what GoDaddy CEO Bob Parsons wrote in his blog yesterday.