Implementing Behaviorally Targeted Ads
Posted on August 19, 2010
Bryan Burdick
In earlier posts and podcasts we discussed the theoretical advantages of behaviorally targeted advertising and how the Internet is best suited for the technique. Today we interview Bryan Burdick who is the Corporate Development Officer at Bizo.com which is a company that actually implements behavioral targeting via the Internet.
Bryan discusses how Bizo uses cookies and browsers to target ads to its publisher and ad network clients. He describes the process by which the behavior of the person sitting behind the browser is tracked anonymously and categorized into “buckets” that characterize qualities about him thereby enabling ads targeted at such individuals to be placed on his display screen.
Download interview to iPod, iPad, and iPhone here. (13 Minutes)
He also describes how the data is kept anonymous so as to protect individual privacy. We learn that offline marketers, such as Acxiom, actually have far more personal information about us than Bizo will ever collect via cookies. Read more…
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Ten Months Ahead of Bloomberg
Posted on May 31, 2010
Prompted by the recent GoogleTV announcement, last week Bloomberg-BusinessWeek reported that the product concept would revolutionize advertising in two ways. First, it would lead to a new policy whereby sponsors only pay for ads that get watched. Second, it would enable video ads to be better targeted.
However, regular Inside Digital Media subscribers recognize that we’ve been chanting this mantra since last July’s Future Developments in Video Advertising research report. Another example is our Thinking the Unthinkable about Video Ads last September. Read more…
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Year Ahead of Wall Street Journal
Posted on April 19, 2010
Phil Leigh
Last week Walt Mossberg of The Wall Street Journal reviewed a couple of new products from Hillcrest Labs. First, is a Web Browser built especially for big monitors such as televisions. Second is a hand-held device designed to control the browser remotely from a comfortable viewing distance as would apply when a TV is used as a computer’s display screen.
To play audio on iPhone, iPod, or iPad click here. (5 Minutes)
The browser, termed Kylo, contains big icons for 128 popular Web video sites. Navigation to other websites is via an onscreen virtual keyboard. Hillcrest characterizes the loop pointer as a remote mouse. About the size of a gymnastics ring the pointer offers gesture-sensitive control much like a similar unit for the Nintendo Wii. In point of fact, Hillcrest claims Nintendo is infringing patents.
Read more…
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Thinking the Unthinkable about Video Ads
Posted on September 18, 2009
Phil Leigh
What if sponsors paid for video ads only when they are actually watched?
As John Wanamaker put it long ago, “I know that half of my advertising is wasted, I just don’t know which half.”
For over half-a-Century Nielsen audience rating have supposedly addressed Wanamaker’s question for television ads. It’s the foundation supporting a $70 billion annual business. It’s supposed to tell advertisers which programs viewers are watching and for how long. Given present computer technology it’s downright stunning when one learns Nielsen’s techniques for collecting its data.
With so much money on the table there’s a lot at stake. Some industry constituents want to update the measurement technology while others want no changes at all. Any changes are likely to upset somebody’s apple cart. That’s probably why progress in measurement methodology has moved at the pace of continental drift. Nonetheless, sponsors pay the bills and ultimately they’re going to demand more for their money. Read more…
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How My Video Consumption Changed
Posted on August 17, 2009
Phil Leigh
If you would like to learn how my media usage changed during a recent period of enforced idleness, this audio program is for you.
Owing to medical leave during the past two-weeks I have been relatively inactive at the office. This led to an increase, as well as a change in the pattern of, media consumption. Today’s podcast explains how. Read more…
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Behavioral Ad Targeting: Newspapers
Posted on July 30, 2009
Phil Leigh
If you would like to learn how newspapers and TV affiliates can generate incremental ad revenue by selling behaviorally-targeted Internet ads to local businesses, this audio is for you.
Behavioral-targeting is one of the keys to success in online advertising. For example, consider how online merchants such as iTunes and Amazon.com are among the most successful websites in terms of translating visits into sales. There are two reasons why their conversion performance is exceptionally good. Read more…
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Best Internet Video Ad Format
Posted on July 19, 2009
Download a Free Prospectus for: Future Developments in Video Advertising
Download Video to iPod or iPhone
If you would like to watch an example of a successful Internet video ad format, this video is for you.
MTV conducted a research study to discover the kind of video ad format that works best for their streamed music videos. The results are important because we infer that they’ll apply to Interactive television as well. Read more…
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How Video Advertising Will Change
Posted on July 16, 2009
Download Free Copy of Prospectus: Future Developments in Video Advertising
Download Video to iPod and iPhone.
If you would like to learn why product promotion campaigns will replace advertising campaigns, this video is for you.
Traditionally advertising campaigns are executed by media buyers. Ad preparation, termed creative work, is done by the advertising agency. The sponsoring company determines the campaign budget and contracts with a media buyer to place the ads on the appropriate media. The media buyer determines the optimal allocation among television, newspaper, radio, Internet, and other formats. The buying organization also determines how the ads will run in each media. For example, they will decide which TV shows will get the ads. They seek to optimize the demographic match between the show audience and the profile of customers for the advertised product. Read more…
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