New Online Ad Directions, Items 1 to 45

This section is about new directions in advertising on the Web. A more general category is New Marketing Approaches on the Web.

"New Online Ad Directions" includes 45 items
This page contains items 1 to 45

1. Augmented Reality: What Marketers Need to Know, by John C. Havens, iMedia Connection, 12-2-2009 Havens explains augmented reality (AR) and looks at how AR will reshape consumer behavior and interactive marketing. Videos of companies using AR.
2. Twitter Works--Just Ask Broadway, by Stephanie Schomer, Fast Company, 8-19-2009 Broadway musical Next to Normal recently got a big boost from the social-networking site when it used Twitter to promote the show - by performing the musical via tweets.
3. Top-Tier Publishers to Launch More Intrusive Web Ads, by Brian Morrissey, Mediaweek, 8-5-2009 New ads are being tested: commercials appear in front of users as they arrive at Web sites, blocking the content. Users have the option to close the ads after 10 seconds. The spots then retreat into traditional banner placements.
4. Google to Test New Product Ads on Prize Real Estate, by Jessica E. Vascellaro, Wall Street Journal, 6-19-2009 Google is launching a test that will show people who search Google.com for products an entirely different advertising format known as a “product ad." Google will charge advertisers for product ads only when a user makes a purchase.
5. Video Focus: Pre-Rolling the Dice, by Christophe Louvion, OMMA, 6-1-2009 Publishers need to be able to serve standard ad units like pre-rolls, mid-rolls, and post-rolls, as well as new media units like overlays, companion ads, custom units, product placement, and branded viral videos, Louvion writes.
6. Madison Avenue Flirts With 3-D, by Suzanne Vranica, Wall Street Journal, 5-26-2009 Vranica discusses "augmented reality," or AR ad campaigns by Papa John's International, the U.S. Postal Service and General Electric.
7. Augmented Reality: Techie Toy or Targeted Tool?, by Kevin Arthur, iMedia Connection, 5-27-2009 Arthur explains that augmented reality combines the real world with digitally created images, giving users the ability to control their environment using sound and compelling visuals.
8. Guidelines for Successful Online Video Ads, by Martin Hayward, iMedia Connection, 5-19-2009 With more ways to consume, interact, and engage with both user-generated content and that created by companies, there's no question advertising platforms are also transforming to accompany the change, says Hayward. Offers video ad campaign basics.
9. Tools:Smarter Than Your Average Ad, by Gaetano Pollice, OMMA, 4-1-2009 Pollice describes SmartAD technology, which manages the tricky task of delivering content or ads based on a user's real-time choices while simultaneously collecting user data metrics and without redirecting the user from the site.
10. VideoEgg Launches Ad Format for Blogs, by Kristina Knight, BizReport, 4-16-2009 Knight describes a new ad format that appears as a permanent strip across the top or bottom of the computer screen as readers scroll a blog page. The unit stays 'live' until it is closed. Called Twig, it offers marketers rich media unit varying in size.
11. Online Ads: Will Fewer, but Bigger, Be Better?, by Robert D. Hof, Business Week, 3-10-2009 Several large Web publishers are adopting new display-ad formats with hopes they will engage readers and boost revenues, Hof reports. The idea is to give more room for creativity to brand marketers.
12. Online Video Ads: A Bag of Tricks, by Douglas MacMillan, Business Week, 1-27-2009 MacMillan describes the 5 most common types of ads you'll see in videos on the Web (pre-roll, interactive, overlay, invitation, companion) ,their strengths, weaknesses and how they're used.
13. Need to Know: The Ad Stays in the Picture, by Steve Smith, OMMA, 2-1-2009 Smith describes SmartAds as non-interruptive, non-obstructive and give immediate access to the content, unlike pre-rolls, which can discourage usage, and standard overlays, which indiscriminately mask part of the video action.
14. Pucker Up: Crest Offers 3-D Kisses, by Brian Morrissey, Ad Week, 2-3-2009 Crest has launched its first foray into 3D technology with a Web site promoting its teeth-whitening system. In order to see the Flash effects, users need 3-D glasses. Crest hopes to get out in front of a 3-D revival.
15. Digital Technologies that Will Change How You Market, by Matthew Klein, iMedia Connection, 10-24-2008 We know that tomorrow's media will be digitally integrated, but what will that media entail? Klein offers an inside view on the next wave of digital media opportunities.
16. Social Media Focus: Brands Want to Be a Pepper, Too, by Abe Mezrich, OMMA, 10-1-2008 Rather than looking to purely social data about which user is connected with whom, advertisers should look to the ways networkers connect over shared brand affinities, Mezrich suggests.
17. Against the Stream, by Brian Morrissey, Adweek, 10-6-2008 A growing number of advertisers are inching beyond the confines of standard pre-roll spots to use video in a variety of new ways that overcome the limitations of the format, such as tying video messages to highlighted keyword.
18. Why Johnny Won't Buy Your Ad, by Dave Evans, ClickZ, 9-24-2008 In the era of the social Web rules are different. Lack of transparency is the #1 marketing offense, rather the mantra is 'truth in advertising.' Often social media is undertaken without an explicit disclosure plan. Sites like MousePrint.org sometimes analyze companies' fine print and expose it.
19. Creative Insights on Rich Media, by , DoubleClick, 9-1-2008 Uses aggregate ad serving data to explain click-through rate, interaction rate, interaction time, expansion rate, expansion time, and video complete rate -- metrics to use in rich media campaigns. PDF, free, 476K.
20. Ten Things to Do Besides Banners, by Harry Gold, ClickZ, 9-2-2008 Rather than ad agencies recommending banners to their customers they should consider: text links, in text ads, Google content ads with site targeting, sponsored search, advertorials, Facebook social ads, newsletter sponsorships, application ads, in-video static, and splash pages.
21. Winning Advertisements Really Work for Consumers, by Theresa Howard, CRM Daily, 7-1-2008 Some advertisers are trying to create ads that offer consumers something useful with the brand message. Howard offers examples, including a downloadable digital clock with a video of dancers in the retailer's clothing.
22. YouTube And Joost Show There's Money In Online Video, by Fritz Nelson, Information Week, 5-31-2008 Nelson discusses new ad formats for video, one called a Lower Third, where a translucent ad comes up and takes over the bottom part of the video for about 10 seconds while the video continues to play, the other standard ad units around the player.
23. Targeted Advertising For Web Printouts: The 'PrinterStitial', by Les Luchter, Media Post, 5-7-2008 Describes a service that inserts ads into printouts of Web pages, combining the "advantages of online ads with the power of traditional print ads. An estimated 61 billion Web pages are printed annually by U.S. consumers.
24. Video Contests That Engage, by Tessa Wegert, ClickZ Experts, 4-3-2008 Online video is extremely popular, even when it is an advertising vehicle. Two examples of well-executed video contests (Little Penguin wine, Garden State insurance) illustrate the convergence of user-generated content, online video, and viral marketing at its best.
25. New Sales Program Pays Facebook Members, by Michael Liedtke, CIO Today, 3-14-2008 Discusses Market Lodge, a new application aiming to inject more commerce into the social playground by paying Facebook members who help merchants sell to their friends.
26. Video-Game Advertising: More Than Just Product Placement, by Matt Story, ClickZ Experts, 2-11-2008 Opportunities to advertise in association with video games isn't limited to ads that appear within the game. There are several ways to target gamers and leverage the game experience from the outside. Example: Toyota's use of World of Warcraft imagery in SUV commercials.
27. Google To Test Video Ads With Search Results, by Antone Gonsalves, Information Week, 2-15-2008 Advertisers will be given the option of running video links under the traditional text advertising that runs alongside search results, Gonsalves reports. Advertisers would bid for video links the same way they bid for keywords for text links.
28. How To Monetize Web-Based Applications, by David Koretz, MediaPost's Publishing Insider, 2-14-2008 The secret to monetization of Web applications starts with throwing existing ad models out the window, says Koretz: advertising in Web-based applications will be the next $20-billion opportunity.
29. In-Game Advertising Built Momentum in '07, by Enid Burns, ClickZ Nework, 12-28-2007 Advertising within game environments, including console systems and online gaming products, is maturing as a reliable marketing approach. A look at dynamic and static ad opportunities, and the range of venues available.
30. Advertising in the New New Media, Part 1, by Sean Carton, ClickZ Experts, 10-29-2007 Should you invest advertising dollars in new marketing venues? This article looks at the pros and cons of marketing in virtual 3D worlds such as Second Life, and through podcasts. With lists of questions to guide your decision process.
31. Startup Offers Free Calls In Exchange for Eavesdropping, by Thomas Claburn, Information Week, 9-24-2007 Reports how a caller using a web-based service is presented with online ads targeted by keywords culled from the conversation through speech recognition technology. Concept is similar to Google's generation of ads based on content of e-mail messages.
32. Online Advertising Leaves Banners Behind, by Jeremy Nedelka, 1 to 1 xFactor, 8-9-2007 Nedelka explains that new, rich banners keep the advertiser's message and transaction within the confines of the banner box itself, providing a win-win for advertisers and publishers.
33. Buying Into Faketown, by Tessa Wegert, ClickZ Experts, 7-26-2007 If you're interested in testing the possibilities of marketing in a virtual environment like Second Life, but can't afford the 6-figure price tag, try Faketown instead. It has enough users to make the effort worthwhile, and prices are much lower.
34. Behavioral on a Shoestring?, by Robin Neifield, ClickZ Experts, 8-22-2007 Behavioral advertising is typically a big-budget medium, but some providers (such as Advertising.com) are introducing lower-cost services based on a self-service model similar to pay-per-click. This brief overview suggests that small players should expect modest results.
35. New Type of Banner Ad Launched, by Helen Leggatt, BizReport, 7-15-2007 A banner ad for online impulse buyers, called “Tailgate,” displays products or services that the consumer can purchase via the banner, without having to go to the vendor’s website.
36. Amazing Banner Tricks, by Tessa Wegert, ClickZ Experts, 5-31-2007 What can you do to make banner ads more engaging? How about presenting a live event within the banner in real time? Case study of a ground-breaking campaign by General Electric, using technology from PointRoll, Adobe and Akamai.
37. The New Age of American Marketing Democracy, by Cyril "CB" Wismar, 1 to 1 Media, 4-3-2007 We have learned through Internet-based social media that customers can create advertising, says Wismar. Customers can help craft the brand message. All we need to do as marketers and creative people is start a dialogue with them.
38. Wave of Widgets Spreads on the Web, by Kim Hart, Washington Pot, 4-9-2007 Online widgets supply weather information, sports scores and other live, frequently updated content without requiring users to click on a Web page. Advertisers are trying to figure out how best to advertise on the handy, downloadable tools.
39. Online Video Advertising: Not for Branding Only, by Heidi Cohen, ClickZ Experts, 3-29-2007 Online video advertising has taken off, and it is delivering very high levels of responsiveness. Now is the time to jump on the bandwagon, before the novelty wears off and response drops due to saturation. Use video for direct marketing, with measurable conversions, not just for branding.
40. DoubleClick's Research Demonstrates the Benefits of Online Video Advertising, by , DoubleClick, 3-20-2007 DoubleClick's analysis of 300 online video ad campaigns placed by 130 advertisers in 2006 found that: (1) A healthy portion (8%) of exposed audiences interact with video ads. (2) Users click the play button (0.32%) more than they click on image ads (0.1 to 0.2%). (3) On average video ads play two thirds of the way through. (4) Video click rates (0.4 to 0.74%) are far higher than image ads (0.1 to 0.2%).
41. Widgets Deliver New One-to-One Opportunities, by Chad Stoller, ClickZ Experts, 2-13-2007 Widgets are tiny computer applications that provide focused little chunks of actively-updated content, such as song lyrics or package tracking. Macs have had them for years, and now Windows Vista, Google and Yahoo also support them. And they look like a promising medium for targeted marketing.
42. Right Media's Big Ambitions, by Catherine Holahan, Business Week, 3-6-2007 Owned in part by Yahoo, Holahan reports that the upstart company, Right Media, that launched its ad-auction platform in 2005 wants to transform the way display ads are bought and sold online.
43. The Quest for the Perfect Online Ad, by Paul Sloan, Business 2.0, 2-26-2007 Sloan reports that programmers and analysts are taking center stage, helping to create new forms of display ads that not only do a better job of getting your attention but also can be tracked with laser like precision.
44. Conde Nast to Allow User Control of Ads, by Kristina Knight, Biz Report, 1-23-2007 Will teen girls flip over the ability to choose their own advertising? That is what Conde Nast is betting on with the launch of Flip in February, 2007. Teenage girls will be able to pick what ads are shown on their pages and in what form.
45. Software Could Enable Links in Product Placements, by Kristina Knight, Biz Report, 1-17-2007 What if a user could click on a phone, a watch or another accessory while watching streaming video and be taken to a website that sells the product? Would it enhance sales? Almost certainly. Is it possible? It may be soon, says Knight.