Loose notes from the DPC conference… the biz side of digital advertising is so boring (fin markets much more exciting)… OK…
CPM for financial sites is very high… 1 billion handsets shipping for year versus 100 million laptops… content consumption is diversifying and disaggregating >>> RSS, widgets, mobile… circulation numbers for local print papers plummeting… WSJ print numbers holding steady…
WSJ vignette >> they created a sponsorship campaign for a luxury brand to underwrite the launch of a new digital magazine… ad campaign was gorgeous and got tremendous number of clickthroughs… lux brand didn’t get many sales from the campaign… lessons? Gorgeousness gets attention but needs to be backed with usefulness… No current metrics exist for digital “brand building”… current metrics focus on sale as end point… CPA… (I’m learning the lingo…)
Google Content Network… linking content providers…
YouTube ~~ 4.4 B monthly page views … 70 MM monthly visitors… 1# Internet entertainment destination… Crank Dat Soulja Boy Spongebob - 52 MM views… Poptub Daily… Pepsi’s new ad campaign approach ~~~
Mobile Internet >> 70 MM users… SMS… games… small revs… Google big push… publishers giving away mobile buys as part of web sales…
Digital design competitions…. Cut and Paste
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Measuring Google Gadget Ads: Interview with Christian Oestlien
Q: Why don’t you start by telling us a little bit about yourself and Google Gadget Ads.
Sure. I am the Product Manager here at Google on an area we call creatives and formats. So, creatives basically covers all the different types of ways we are letting our advertisers reach our end users across our content network. And Gadget Ads is our newest creative format that we’ve launched. Gadget Ads is something that we are extremely excited about here at Google because it is really the first time that we’ve offered our advertisers what we consider to be an open canvass in terms of how they can market to our end users.
Q:How are Google Gadget Ads different from traditional Google Gadgets?
That’s a great question. Google Gadgets, something we launched couple of years ago as a part of our personalized homepage, which is now referred to as iGoogle. We’ve seen some phenomenal growth with iGoogle over the last couple of years. Well, it’s one of our fastest growing products next to maybe You Tube. We have tens of millions of users using it and thousands of gadgets in the directory. And what we’ve realized from that is that this was really becoming a really great medium for marketers, brand advertisers and other people to reach a really interesting targeted audience that was actively interested in the messaging that they had to deliver. So, we decided that we would take the API and the technology that we built around gadgets and we would transform that into an advertising format, which we call Gadget Ads. What that means is, you have this really interesting API called the Gadgets API that let’s you build really rich, dynamic, and creative ads and you can now leverage the reach and the precision of our Google content network through AdWords. So, you can actually take a gadget and you can use all of our targeting systems. So if you want to target by geography, by site, by placement, you can do all of that today with Gadget Ads and you can do it at a scale that is unprecedented because our content network is the largest global advertising network reaching over 80% of all Internet users.
Q:Is a gadget the same as a widget?
Yes, the differentiation between gadgets and widgets is really just that at Google we like to call widgets, gadgets. They are essentially the same thing.
http://www.webanalyticsassociation.org/en/art/?454
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