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  • Gerrit Eicker 14:40 on 13. February 2012 Permalink
    Tags: , , , , , , , , , , , , , , , Geo Targeting, , , , , , , , , , , , , , , , , , , , , , ,   

    Online News and Advertising 

    PEJ: Online advertising on news sites is still not targeted, neither by context nor behavior; http://eicker.at/NewsAdvertising

    • Gerrit Eicker 14:40 on 13. February 2012 Permalink | Reply

      PEJ, Who Advertises on News Sites and How Much Those Ads are Targeted: “A new study of advertising in news by the Pew Research Center’s Project for Excellence in Journalism finds that, currently, even the top news websites in the country have had little success getting advertisers from traditional platforms to move online. The digital advertising they do get appears to be standard ads that are available across many websites. And with only a handful of exceptions, the ads on news sites tend not to be targeted based on the interests of users, the strategy that many experts consider key to the future of digital revenue. – Of the 22 news operations studied for this report, only three showed significant levels of targeting. A follow-up evaluation six months later found that two more sites had shown some movement in this direction, but only some, from virtually no targeting to a limited amount on inside pages. By contrast, highly targeted advertising is already a key component of the business model of operations such as Google and Facebook.

      PEJ, Who is Placing Ads? – “Who is buying ads on news sites? The answer reveals part of the trouble the news industry is having findings its way in the new marketplace. Across these 22 news sites, the biggest single advertiser is the news organization itself or its parent. Ads promoting the organization’s own products, known as ‘in-house ads’ in industry terms, accounted for 21% of the online ads studied – more than any category. … The magazine websites studied here (time.com, newsweek.com, economist.com and theatlantic.com) ran the largest percentage of in-house ads, fully 50% overall, from economist.com at 40.1% on the low end to time.com at 56% at the high end. In the print version of these magazines, by contrast, 10% of the ads were promoting the magazine or its company (Time magazine 11%, The Economist 13%, Newsweek 4%, and The Atlantic’s print edition contained no self-promoting ads). – Newspapers contained the second-highest level of self-referencing advertising, 21% of the Web-based ads versus 9% of their print ads. … For these print-related outlets, though, the heavy reliance on self-promoted ads could reflect two different factors. First, the newspaper industry still relies on its print product for the vast majority of its ad revenues. At the end of 2010 (the latest data available) fully 88% of overall newspaper revenue came from the print product versus just 12% from the Web. … Another phenomenon could be the inability of the industry to draw advertisers-and thereby ad revenue-to their online space.

      PEJ, The Financial Industry: “The second biggest category of advertising online was one that played a fairly small role for news in legacy platforms, the financial industry. Ads for financial products or services accounted for 18% of all Web ads captured, more than triple that of the next biggest category, toiletries and cosmetics (5%). And on more than half of the sites, 12 out of 22, financial ads ranked first-above self-promotion. … These numbers stand in contrast with the small role financial advertising plays in most of the legacy platforms studied. Only magazines contained more financial industry advertising in their original platform than online.

      PEJ, Targeting: “The customization or targeting of ads based on audience data is one of the newer ways to serve advertisers interests-helping those selling goods to reach consumers perceived to be the most likely to be interested in and thus to act on their ads. In targeted advertising, in other words, the ads one person gets will differ from what another person receives, depending on their online purchase history, location and/or personal habits, even if they click on the same website at essentially the same time. … Overall, only a handful of sites exhibited high levels of targeting. A few more had a moderate level of targeting. Most showed no signs of targeting at all. … Overall, just three of the 22 sites exhibited high levels of targeting, defined here as at least 45% of the ads were different from one user to the next. … One question that emerges is whether targeting has more or less natural appeal on some websites than others. In other words, do national sites with their larger and more diverse audience pools lend themselves more naturally than smaller sites to the benefits of ad targeting? … Finally, on a few sites, there was evidence of another method of targeting-not according to users but according to news story. On a number of occasions, there was a close relationship between the content of the story and the ads displayed.

      PEJ, Use of Discount Sites/Coupons: “About half of the sites studied, 16 of the 22, carried some discount/coupon advertising. But on only five did discount ads make up more than 10% of all the ads studied. For the most part, sites that created their own discount programs tended to rely on these ads more. … Among nationally oriented sites, Yahoo News carried the greatest percentage of discount/coupon advertising, 15% of the ads studied. The majority of these were from the national services Groupon and LivingSocial. – The other two sites with the highest use of discount advertising, the Toledo Blade and Los Angeles Times, have created their own daily deal operations to compete with the national companies. … These were the only two sites in our sample that had tried their own daily deal style business, but they are certainly not alone. Various papers now have their own Groupon-like services…”

      PEJ, Format: “That leaves banner ads, classifieds, video and rich media as the four main kinds of ads news sites can offer advertisers. – Banner ads, the oldest form of advertising on the internet, make up the second largest percentage of ads on the internet (24% of total online advertising revenue). Going forward, most market analysts expect banner ads will represent a smaller portion of online advertising than search, but the category is still expected to grow. For instance, eMarketer predicts that banner ads will increase from $7.6 billion in 2011 to $11.7 by 2015, a bright spot for the news online. … Across these 22 news sites, that same tendency toward banner ads emerged; static banner ads made up nearly half (46%) of all the ads on news websites. Some differences in the style of ads used did emerge-mostly according to the legacy media genre, though individual sites did at times stand apart from their media brethren. … The Washington Post, on the other hand, relied on banner ads for just 18% of the ads studied. Instead, the site used sponsored links far more than others, 66%. Two other national papers, USA Today and the Los Angeles Times, also used sponsored links more than static banner ads.”

  • Gerrit Eicker 08:42 on 2. January 2010 Permalink
    Tags: , , , , , , , Geo, Geo Targeting, , , , , , , , , , , , , , , , , , , , ,   

    Web Trends 2010 

    2010 tech predictions: Tablets, Geo, Real-time, Chrome OS, HTML5, Mobile, AR, Android, Social CRM; http://j.mp/7JS8gx

  • Gerrit Eicker 09:54 on 5. February 2009 Permalink
    Tags: , , Geo Targeting, , , , , , , , , ,   

    The Google Latitude 

    Google Latitude, a new feature of Google Maps for mobile, locates your friends in real time; http://tr.im/epjj  

    • Gerrit Eicker 09:56 on 5. February 2009 Permalink | Reply

      Google: “You can use your Google account to sign in and easily invite friends to Latitude from your existing list of contacts or by entering their email addresses. Google Talk is integrated with Latitude… Latitude gives you control over how much or little location information you want to share, and with whom. And of course Latitude is 100% opt-in.”

      RWW: “For millions of users, Google already knows how they search, what they click, what they buy, who they know, how they communicate, and where they go on the Web. Location enables them to add another critical data point – where they are when they’re performing any of those actions. So if you think Google has too much information about you already, you’ve got another think coming.

      RWW: “Did Google just kill all the other mobile social networks? – The ability to connect to all our real-life, real-world friends and family – friends that include mainstream web users, mom, dad, and the kids – is something that just isn’t here yet. No matter which mobile social network you end up using, including Google’s, you’re only going to see a slice of your actual social network. A true mobile social network would integrate friends from all the major social networks we participate in, plus our bevy of work colleagues from the social network hidden in our email, and, for all those non-participants out there, it would let us add them via their mobile phone number. But that really would be creepy, so we sort of hope it never happens.”

      TC: “In a sense, Latitude is a private version of Yahoo’s Fire Eagle geo-location service. There is no way to broadcast your location to the public at large, only to your own Gmail contacts. (It does not yet work with Google Friend Connect). Obviously, there would be privacy concerns with publicly sharing your location at all times, but it is already happening and public geo-broadcasting will only become more popular over time.

      BW: “Of course, the obvious question is: Isn’t this just a fine stalker tool? Not surprisingly, Google thought about this a lot, and offers a wide variety of ways to make sure you can’t be tracked if you don’t want to (and a readymade quote from Cindy Southworth, firector of the Safety Net Project at the National Network to End Domestic Violence, saying she worked with Google on the privacy aspects). The service is opt-in, and you can control precisely who among your friends and relatives can see your location. You can hide your location from everyone or particular people, opt to share only the city you’re in generally, or just turn the service off.”

      CW: “Dan Olds, principal analyst at Gabriel Consulting Group, said the Google tool is interesting even if there are obvious potential privacy issues when people know your every move. – ‘Latitude puts a powerful tool in users’ hands. Parents can easily track their children. People can follow their friends’ travels,’ said Olds. ‘Businesses can watch employee movements across the world or inside a particular facility. It will allow them to quickly dispatch, for example, the closest service person to a customer location. With Latitude, it can be done without taking the time to call service people to find out if the workers actually are where they think they are. The company will automatically know.'”

      Forrest: “I do not think of Google as a social company. Though many of their products have a social component doing something with other people, being social is not usually the main focus of a product (GChat and GMail are noticeable exceptions). Instead I read feeds by myself and share selected posts. I make a map for myself and share it. I organize my photos and share some via my own web album. Latitude fits into this model: I get my location for myself (for directions or nearby search) and as an afterthought I share it with a select group of people, however because location-sharing is such a social activity I think it will begin to become a major focus of their Maps app (I wonder if I will be able to get access to my friend’s locations via an API or better yet share my Latitude derived location via Fire Eagle).”

      PCW: “Here are three reasons why I won’t be hopping on the bandwagon. 1. It’s just a little too friendly. 2. Google already has enough dirt on me. 3. Who knows who could end up getting the data?

      Telegraph: “One possibility is that Google could make Latitude a premium fee-based subscription product. That seems unlikely, though, given the company’s focus on building market share with free products like its online software. – A likelier possibility is that Google will use Latitude to bring in traffic and then monetize it with targeted advertising. That has potential. If Google knew a group of friends were in the vicinity of certain restaurants and bars, it could suggest them as destinations. And once users had friends on Latitude, it would be difficult to get rid of the product, making the service sticky.”

    • Gerrit Eicker 10:53 on 5. February 2009 Permalink | Reply

      FAZ: “Der nackte Wahnsinn – Will man das? Vermutlich werden es viele wollen.

      SZ: “Handy-Ortung ist höchst umstritten, doch das ist Google egal. … Bei Google weiß man laut Pressesprecher Stefan Keuchel um die Befürchtungen vieler Verbraucher hinsichtlich des Datenschutzes: “Deshalb haben wir auch mehrere Sicherungen eingebaut, die garantieren, dass der Nutzer die totale Kontrolle hat.” Demnach kann der Anwender seine Position jederzeit vor einzelnen oder allen Nutzern verbergen.”

      SO: “Im Grunde hat Google damit das Versprechen von den sogenannten Location Based Services, den ortsbezogenen Diensten, ein gutes Stück weit eingelöst. Bleibt nur die Frage, ob man das eigentlich will. – Wer sich ohnehin im Internet nach dem Motto ‘ich habe doch nichts zu verbergen’ digital entblößt, wird Latitude lieben. Eine testweise an gut ein Dutzend Google-Nutzer verschickte Bitte um Freigabe ihrer Positionsdaten blieb aber vollkommen erfolglos. Exemplarisch dürfte die Antwort eines der Angeschrieben sein: ‘Geht dich gar nix an.’ – Da hat Google noch einige Überzeugungsarbeit zu leisten.

      iPhoneBlog: “Mit Google Latitude greift der Suchmaschinenanbieter in einem einzigen Atemzug all die ‘ich-bin-hier-und-mache-jenes’-Dienste an. Über das Google Maps-Kartenmaterial verteilt, kann man so verfolgen wo sich seine Freunde gerade aufhalten und was sie tun.”

      FTD: “Lokalisierte Dienste gelten als ein wichtiges zukünftiges Geschäftsmodell für die Mobilfunk- und Internet-Branche. Es geht dabei zum Beispiel um Werbung für Angebote in der Nähe des aktuellen Standorts eines Handy-Nutzers. Google könnte die Verbreitung solcher Dienste hohe zusätzliche Werbeerlöse bringen.

  • Gerrit Eicker 14:59 on 30. July 2008 Permalink
    Tags: , , Geo Targeting, , , ,   

    Tracking Offline Transactions 

    Marchex is seeking to provide much more information to advertisers around intent to buy offline; http://is.gd/18Op

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