SPs Collecting Data on Users, Likely for Proprietary Behavioral Advertising
Internet service providers may begin collecting behavioral data on customers in order to cash in on online ad revenue.
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Internet service providers may begin collecting behavioral data on customers in order to cash in on online ad revenue.
Bid4Spots held its first reverse auction for radio airtime in the U.K. last week, at the request of U.K. commercial broadcasters, who evaluated various electronic platforms and chose Bid4Spots for its “innovative approach to selling inventory,” according to the company.
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The NFL Network filed a petition with the FCC on Tuesday requesting that Time Warner discuss long-term carriage and reinstatement of the Network. Time Warner recently pulled the NFL Network from its Adelphia cable systems when it acquired Adelphia August 1.
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Earlier this month, Google seemed ready to begin using its dMarc technology, which connects advertisers directly to radio stations through an automated advertising platform, to create a new radio ad distribution channel for Google advertisers via for its Google AdWords platform.
Media Buyers who purchase network ad inventory on a cost-per-performance basis could be paying more than once for the same customer, MediaPost reports. A study by aQuantive’s Atlas of 10 campaigns, involving 49.4 million impressions, that ran last October and November found that different ad networks frequently take the credit for the same customer who converts.
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Media buying discount club MediaBuys.com has added TV and cable shows to its list of available ad space, allowing the club’s 780+ buying members to access pre-discounted buys for sports, comedy, and other shows in its online media store. The latest media store additions include ad space from the World Championships of Freestyle Motocross, airing on CBS Nov. 27 and on OLN in multiple shows starting Nov. 15.
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An online marketplace for unsold radio ad inventory, Bid4Spots, launched yesterday in the hopes of transforming the process of buying and selling last-minute radio spots. The site brings buyers and sellers together in a reverse auction model, along with CRM-based pricing. Media buyers willing to forego the selection of specific stations and advance planning can buy spots for significantly reduced ad rates.
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The Red Cross has issued a call for donations of online ad inventory to support its fundraising for Hurricane Katrina relief, and has set up a web page where bloggers and web properties can obtain banners to place on their sites, reports ClickZ (via MarketingVox). The ads come in seven sizes and more than twenty creative executions. Apparently, heavy traffic at one point brought down the site.
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Media buying discount club MediaBuys.com is replacing its “Single Buys” program, which allowed members to achieve discounts via buying sessions and often took up to 30 days to complete, with a new, web-based Media Store, which can process orders within 24 hours. The new Media Store will offer pre-discounted ad space to media buyers in a shopping cart environment, allowing them to procure space quickly.
“Ad space is a commodity and can change daily depending on market conditions, regulatory environments and scheduling,” says MediaBuys media planner Ewan Fisher. “But we often get special package deals that are not always made available to the average advertiser due to the size of our membership buying power.”
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Behavior-targeted advertising is projected to increase 65 percent in 2006, with nearly 21 percent of all media purchases in 2006 expected to be behavioral-targeting purchases, up from nearly 13 percent in 2005, according to a soon-to-be released study by iMedia Communications and the Ponemon Institute, reports iMedia. The numbers are based on a survey of 73 companies - interactive advertising agency media directors and planners - attending the May iMedia Agency Summit at Amelia Island, Florida.
More than 63 percent of the agencies reported that they use behavioral targeting as part of their buys; of those who are not, more than 58 percent said they plan to do so in the near future. Nearly 83 percent of all agencies surveyed were either satisfied or very satisfied with the results they’ve achieved by using behavioral targeting for their clients.
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MediaPost reports that a canvas of studio execs shows that the television syndication markets are shifting from an upfront-heavy process to one with more and more reliance on the scatter markets. Marketers may be holding back upfront dollars (this year’s upfront seems to be commanding flat or lower prices) because they saw in recent years lower prices in the scatter markets. That might be an incentive to keep some powder dry for later - presumably more favorable - market conditions. Growth will be tougher as well because 2003 and 2004 saw relatively high price hikes exceeding the long-term trend.
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