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My 2 featured articles for the week ending May 12, 2006:

Archived blogs for the week of May 8, 2006

1163 - May 11, 2006 - 8.31 AM EST

Advertising online, the new way

Some of the largest advertisers in the US plan to move the ad industry out of the dinosaur era and into the fast Internet age.

Some industry observers think some big companies with deep pockets could be looking to design an online advertising exchange where advertisers and media owners can easily buy and sell Internet ads.

For now, eBay and Google are perceived as the front runners, with eBay leading.

It is estimated that the annual global advertising market could be worth up to $800 billion. And Google CEO Eric Schmidt recently boasted that he expects to get his fingers in every piece of it!

Today, at a conference of the Association of National Advertisers, this group, led by Julie Roehm of Wal-Mart, asked ANA members to put up $50 million to test a trading system for traditional media.

Howard Rosenberg, director of trading platforms for eBay, was on hand to demonstrate such a system that eBay has ready to go.

The group, which includes Raymond Warren, president of Carat Media Group Americas, Steve Grubbs, CEO of PHP USA, Ann Bybee, corporate manager of advertising, brand and product strategy for Lexus USA, and Michael Keel, vice president of advertising for Philips Consumer Electronics, looked at four potential partners, including Google and eBay.

But it’s eBay that’s been featured in the dog-and-ponies that the group has presented to the ANA over the last year. “EBay is more of the pure play,” Warren said, and it has the scale.

In his opinion, if the $50 million test went forward, it would go on eBay’s platform. But Keel said that Google still is in the running.

These top advertisers hope to replace the television upfront system, in which advertisers must bid on a year’s worth of broadcast spots each May and June, with a rear-round electronic exchange.

Ultimately, they believe all media should be bought and sold through an ADSDAQ. In the short term, they hope to start with less critical buys.

Posted on Businessblog™

1162 - May 9, 2006 - 3.08 PM EST

IDG now offering contextual advertising

With its TechWords program, IDG is now offering contextual advertisingservices on six of its American websites.

Using Quigo's AdSonar platform, IDG (International Data Group) is a keyword-targeted, auction-based, pay-per-click advertising marketplace in an IT-focused content network.

TechWords advertising is available in cio.com, computerworld.com, csoonline.com, infoworld.com, javaworld.com and networkworld.com.

TechWords enables IDG to create an auction-based marketplace for online text ads that go to the highest bidders.

The ads are linked to contextually relevant editorial in the six IDG Web sites, which have approximately 5.5 million unique visitors every month. AdSonar deploys industry-leading contextual and keyword-targeting technologies as well as sophisticated yield optimization tools to power the TechWords marketplace.

"We've built a premier auction-based advertising marketplace to enable marketers to effectively reach corporate IT buyers," said Bob Carrigan, president, IDG Communications.

Carrigan added: "Quigo provides the platform for us to connect technology advertisers with buyers who rely on cio.com, computerworld.com, csoonline.com, infoworld.com, javaworld.com and networkworld.com for news and information."IDG TechWords clients may purchase keywords from IDG sales representatives, Quigo, ad agencies, or online at www.techwords.com.

Posted on Businessblog™

1161 - May 8, 2006 - 6.31 PM EST

A search marketer's job isn't easy!

According to a new survey, most search marketers have other job functions in addition to overseeing search engine marketing.

JupiterResearch's new report reveals that 58 percent of search marketers also handle website design, 57 percent handle email advertising, 49 percent are responsible for marketing communications and 44 percent are even involved in market research.

In addition, 26 percent of search professionals also handle IT functions, which means that search marketers most likely work for companies' information technology departments, rather than the marketing departments.

Despite the effectiveness of search marketing and its growing importance in overall marketing campaigns, many companies are not dedicating full-time staff to the channel, according to the study.

Posted on Businessblog™

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