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News article:

What is a video interaction really worth?

By Alex Rowland, Tuesday May 11, 2010.

There has been a lot of attention paid to online video advertising over the past several years.  With the explosive growth in consumption and subsequent influx of cash, the number of video ad delivery vehicles has increased and the pricing for these units has been all over the map.  This can be incredibly confusing and frustrating for anyone buying media in this space.  Why are prices for each unit so divergent?  How can I better determine if what I am buying is worth the investment?  Answering these questions becomes much easier if we look at the foundations for pricing in video and work to evaluate the relative importance of these foundations to your brand goal... read more

P&G to pay publishers based on online engagement

Wed, 16 Sep 2009 | By Suzanne Bearne

Procter & Gamble, the UK’s second biggest advertiser, has become one of the first companies to launch a results-based online ad model rewarding publishers for consumer engagement.

An updated media brief issued to media owners in the last few weeks introduced a remuneration model based on defined measures of engagement. P&G, which owns brands such as Gillette, Pampers and Pantene, will now pay publisher sites running its campaigns more money for engaged users - for example, those who go beyond viewing ads and sign up to newsletters, play games or watch videos...

...The concept of engagement has become a hot topic in the last year as advertisers look beyond cost per impression (CPM) and click-through rate (CTR) as a way to measure the success of an online campaign. Although engagement is a key aspiration of online advertising, P&G’s move has divided the industry, with publishers realising they’ll have to work harder for a share of its ad spend... read more

News Article:

Ars Technica Inveighs Against Ad Blocking
Sunday March 07 2010

An interesting discussion on Slashdot following the Ars Technica website blocking content for visitors using ad blocking software.

"Ars Technica recently conducted a 12-hour experiment in which story content was hidden from users of popular ad blocking tools. Explaining the experiment, Ken Fisher appealed to Ars's readership: 'My argument is simple: blocking ads can be devastating to the sites you love. I am not making an argument that blocking ads is a form of stealing, or is immoral, or unethical, or makes someone the son of the devil. It can result in people losing their jobs, it can result in less content on any given site, and it definitely can affect the quality of content. It can also put sites into a real advertising death spin. As ad revenues go down, many sites are lured into running advertising of a truly questionable nature. We've all seen it happen. I am very proud of the fact that we routinely talk to you guys in our feedback forum about the quality of our ads. I have proven over 12 years that we will fight on the behalf of readers whenever we can. Does that mean that there are the occasional intrusive ads, expanding this way and that? Yes, sometimes we have to accept those ads. But any of you reading this site for any significant period of time know that these are few and far between. We turn down offers every month for advertising like that out of respect for you guys. We simply ask that you return the favor and not block ads.'" <More>

 

News Article:

Pool Makes Splash At IAB: Reveals User-Selected Ads Five Times More Effective Than Pre-Roll

24th Feb, 2010

It may have seemed like a no-brainer when Publicis' VivaKi unit leaked the findings of an ambitious study to find an alternative to the current online video advertising standard - the pre-roll unit - that consumers might simply prefer select which ads they are shown online, but the real surprise is how much that preference affects the effectiveness of online video advertising. According to detailed findings released Monday at the Interactive Advertising Bureau's Leadership Conference, it is nearly five times more effective.

"That's crazy good," gushed Tracey Scheppach, the Starcom executive who oversaw the 16-month study, which collaborated with a variety of online video purveyors, including Hulu, who's AdSelector method was deemed the best new online video advertising format, albeit somewhat modified... <More>

 

 

News Article:

Video Ad Network TidalTV Raises $16 Million

February 16, 2010 - 7:39am.
Baltimore, Md. - TidalTV, an Internet video advertising network, has closed a new $16 million round of funding, from backers including Comcast Interactive Capital, New Enterprise Associates and Valhalla Partners, Mediapost reported.

The round was first announced last October, when the company has secured the first $8.9 million.

Baltimore-based TidalTV, founded by Advertising.com co-founder Scott Ferber, counts NBC News, Scripps, TV Guide, The Weather Channel and Sports Illustrated as customers.

News article:

Future bright for online advertising

February 15, 2010

ADVERTISERS spent $1.87 billion last year advertising their products and services online, a 9.4 per cent rise on the previous year, according to figures from PricewaterhouseCoopers, confirming the medium is likely to break the $2 billion barrier by the end of this financial year.

Earlier forecasts had predicted that advertisements on banners, around videos and in search engines would be a $2 billion medium by the end of 2009, cementing the web as Australia's biggest medium after newspapers and television... <More>

News article:

Capitalising on a growing appetite
14 Feb 2010

INVESTMENT in online advertising is set to crack the $2 billion-mark this financial year as companies capitalise on a growing appetite for online content.

A report compiled by PricewaterhouseCoopers on behalf of the Interactive Advertising Bureau found investment in Australia's online ad market defied the economic slowdown and crimped corporate budgets to top $1.87 billion in calendar 2009.

December quarter expenditure was up almost 11 per cent or $50.5 million to $513 million in the three months to December 31, at odds with a softer broader ad market.

IAB Australia chief executive Paul Fisher said a proliferation of quality online content, an "explosion" of online video consumption and new search and social networking tools had fuelled the growth.

"Consumers are spending more of their time online interacting with content and advertising and it is this engagement that advertisers are increasingly aligning their brands with," said Mr Fisher... More

News Article:

Comment:
At $1 per episode, this development puts the prospect of site visitors being able to choose to view 1-2 ads prior to receiving a free TV show firmly in sight. (Cost per engagement models are currently seeing an average of around 50c per video ad in the US market.)

Report: Apple, Networks in Talks on $1 TV Episode Downloads
February 11, 2010

New York - After months of negotiations, some TV networks have agreed to allow Apple (NASD: AAPL) to cut the price of their TV episodes from $1.99 to $1 on the iTunes Store in connection with the launch of the company's iPad tablet computer in April, the Financial Times reported.

The report did not indicate which or how many networks had agreed to the $1 pricing test for the iTunes Store, which boasts 120 million active customer accounts.

Apple is also reportedly talking to the networks about a subscription-based service for TV episodes, which would bundle shows from different networks in a package costing $30 per month.

News Article:

Online Advertising Revenues Ramp Up 10.2 Percent In Fourth Quarter

Feb 10, 2010

Online advertising revenues among the four largest Web advertising companies (Google, Yahoo, Microsoft, and AOL) ramped up 10.2 percent in the fourth quarter to $9 billion. This marks the second quarter of positive growth following last year’s advertising recession, and growth accelerated from 1.2 percent in the third quarter.

Unlike in the third quarter, Google didn’t account for all the growth. All four companies showed decent sequential increases, indicating that display advertising is beginning to regain its health, and not just search advertising. But search is still driving the gains. Google had another blowout quarter, for instance. And Microsoft showed some strength compared to the previous quarter, perhaps due to Bing search advertising revenues starting to kick in. On a sequential basis, Microsoft’s advertising revenues grew the fastest at 18.6 percent. But the other three weren’t exactly slouching, with growth rates between 11.5 percent and 13.7 percent each... read more

News article:

Coke, Nestle Are Among Big Brands Testing Virtual Currency Vids
Jan 12, 2010

Five major brands have been testing video ads around Gwallet's virtual currency offering since December. Best Buy, K-Mart, Nestle, Coke, and The History Channel have been repurposing Web clips or broadcast spots in front of social gamers, giving them the opportunity to watch the pieces to earn currency points... <more>

News article:

P&G to pay publishers based on online engagement

Wed, 16 Sep 2009

Procter & Gamble, the UK’s second biggest advertiser, has become one of the first companies to launch a results-based online ad model rewarding publishers for consumer engagement.

An updated media brief issued to media owners in the last few weeks introduced a remuneration model based on defined measures of engagement. P&G, which owns brands such as Gillette, Pampers and Pantene, will now pay publisher sites running its campaigns more money for engaged users - for example, those who go beyond viewing ads and sign up to newsletters, play games or watch videos...

...The concept of engagement has become a hot topic in the last year as advertisers look beyond cost per impression (CPM) and click-through rate (CTR) as a way to measure the success of an online campaign. Although engagement is a key aspiration of online advertising, P&G’s move has divided the industry, with publishers realising they’ll have to work harder for a share of its ad spend... read more

 

 

 

 

 

 

 

 

 

 


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