Attempting to match specific ads to specific, personal tastes and demographics has long been the holy grail of the ad men. Targeting the long tail might be the simple encapsulation of this strategy.
Retailers have been doing this for years by using data collected on rewards cards to feed targeted promotions and ads to customers. Google has been experimenting with serving personalised ads based on search behaviour. Now it’s the turn of the social networking sites to tap into this ad man’s dream.
According to Wall Street Journal, Facebook is planning to utilise personal profiles to offer up targeted ad delivery. This is surely where it’s at for social networking monetisation.
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Google owned YouTube have announced that “unobtrusive and undisruptive” adverts will begin to appear on the site.
In a marked development in the video ad field the YouTube ads will begin 15 seconds into each video appearing within 20% of the video panel.
Google said “the advert would then disappear within 10 seconds if the user had it not clicked to watch it.”
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We featured VideoEgg’s bold moves to cut into the burgeoning Facebook ad market.
However, VideoEgg’s core business is providing video functionality and selling non intrusive video ads. It’s amazing to think that they have been at this game since 2005 - and yet they are clearly regarded as one of the market leaders.
The thrust of the business model combines video advertisements and user generated content in innovative ways that enhance rather than disrupt the viewing experience for users.
VideoEgg call it “video advertising by invitation,” which includes the following features:
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According to TechCrunch MediaWhiz the recent acquirer of Text Link Ads and Auction Ads is seeking a staggering $400 - $450 million from private equity firms. Has the world gone crazy for ad networks? It seems so…
Techcrunch make the salient point that:
“Ad networks are the hot commodity this year, with AOL, Yahoo, Google and Microsoft all making big acquisitions. The size of those deals combined is nearly $10 billion.”
Posted by Peter Brady on Mon 13th August 2007 at 01:15 PM, Filed in Key Articles
Every man and his dog seems to be calling themselves an ad network these days - although the term seems to be rather loosely applied!
Nonetheless, Glam Media (what I would term more accurately as a blog ad network) which gives prominence to women related issues has apparently been sounding out various parties in an attempt to raise a staggering $200 million in venture capital. This will be on top of the $18.5 million they raised in December 2006.
The funding placement document has apparently been doing the rounds all over the place and reveals impressive revenue growth of $21 million this year and a projected $150 million next year.
According to Techcrunch:
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