Posts tagged "online advertising"

Mediaspectrum Automates Campaign Management for Web Publishers

It’s no secret that Mediaspectrum (site) helps web publishers manage editorial content and streamline workflows. But now they’re helping publishers make better, more well informed decisions about advertising sales.

With the development of Campaign Management, Mediaspectrum’s Ad Sales portal integrates multiple tasks, designed to help publishers manage the way their content interacts with advertisers, while also gaining valuable insight into how much revenue and success is associated with each sales and marketing campaign.

As well, a built-in business rules management system (BRMS) lets business managers create and assign new sales based upon how advertisers interact with the system.

This self-service advertising platform brings critical data points to life. Now, it’s not hard to know where advertisers come from, how they interact and react to messaging, allowing publishers the opportunity to adjust pricing and messaging for more personalized, follow-up campaigns.

As we all know, web publishing is more than just about content. A great deal of it relies on advertising and revenue. Mediaspectrum’s new approach to advertising gives companies the platform from which to manage it all.

Atex Acquires Kaango, Reclaims Online Classified Marketplace

For some time now, web publishers have been concerned about advertising. Yet, finding new sources from which to advertise and engage consumers often leaves them paralyzed. Atex (site) is here to help.

Atex, a media supplier well known for designing and developing solutions that help customers create new revenue sources, reduce operating costs and engage younger audiences, has acquired Kaango.

Kaango, which employs an advanced web-based software platform that syndicates and publishes print and online classified ads, will let publishers reclaim the online classified marketplace. For too long classified sales have suffered from dramatic drops in revenues, once vital to newspapers’ livelihood.

Kaango adds a key ingredient to the publishing recipe so that publishers can “exploit the digital marketplace”, increasing ad presence and hopefully revenue.

There are many self-service advertising platforms making headlines, but Atex and Kaango are combining forces to leverage and integrate their solutions in order to meet the growing needs of their customers and the industry.

Having just announced that their Web CMS offers direct publishing to a variety of tablet devices, like the iPad and the Kindle, Atex is positioning itself at the forefront of web publishing innovations.

Gartner’s Top 5 CRM Predictions For 2010, Social Apps are Key

gartner_logo_2010.jpg Just when you thought 2010 predictions were finished, Gartner (site) comes out with more. This time it’s the top five customer relationship management (CRM) predictions that have produced some surprising insights, not least that while Facebook will be the top social network globally, in places like Russia, Japan, India and China it won’t. And the problem is language.

The Gartner predictions, developed from two pieces of research carried out by Gartner before Christmas, and in anticipation of the Gartner CRM summit in the UK next month and LA in June, show’s that CRM is going to be one of the top purchasing priorities for CIO’s in 2010 despite contracting budgets.

For most organizations, the single most logical way to differentiate the business is through great customer experiences, rather than having the lowest cost or most innovative products and services,” said Ed Thompson, vice president and Gartner analyst.

And the way to do that is developing a clear understanding of what the customer wants from a company's website, a case of the public must get what the public wants, Thompson says. So what are Gartner’s predictions?

1. Facebook's Global Position

By the end of the year Facebook (site) will be the principal social network in all but 25 countries across the globe. However, there will be significant gaps in its coverage that will be based on language issues, particularly in countries like Brazil, Russia, India, China and Japan.

In September 2009, Facebook had 300 million members with a predicted membership of 600 million by the end this year — including inactive accounts and multiple account users — based on growth patterns in 2009.

The result is that marketing and customer relationship management will have to change from working across a number of social networking sites to three or four sites that will cover the main languages.

2. Marketing Investment Will Remain Flat

Despite better prospects for the year ahead, Gartner is predicting that spend on marketing software will remain flat and that companies will also be looking for better return on IT investment.

Because management will be actively looking at internal investments and ROI, marketing departments and organizations will need to automate much operational process and use technology to measure areas that were previously unmeasured.

The result is that marketing optimization, with more results for fewer investments will become normal and marketing resource management will become part of strategic planning and collaboration.

3. Social Applications And Market Development

The majority of growth in social applications (80%) will have as their primary goal improving customer relationships for increased market share, rather than internal communication and collaboration.

Companies will continue to find it hard to make a business case for social media activities throughout the year, particularly as there will be no hard metrics or provable business outcomes to justify generic social applications.

However, Gartner says that its research has shown that social projects with defined and clear purposes do show measurable results and those vendors that move from general social applications to specific purpose applications will enjoy double and even triple-digit growth over the year.

4. Online Marketing Boom

By the end of next year more than 90% of Fortune 1000 marketing campaigns will have online marketing elements, up from 50% in 2009.

Online marketing will be particularly attractive to these companies because they will be able to assess directly what is working and what is not working in a given campaign. By using precise metrics, companies will be able to save up to 20% on marketing communications with companies also investing in responsive advertisements and contextual marketing.

5. Online Marketing Slashing Costs

Finally, Gartner predicts that by investing in online marketing, companies will save themselves up to 20% of the costs of marketing communications, with more assessable results from communications that they do invest in.

The result will be more streamlined campaigns with more thorough, online testing of campaigns before official launches.

If you’re in the UK next month and interested in finding out more about the summit check out Gartner’s European website. If not, the summit will also take place in LA at the end of June.

Microsoft And Yahoo Search Deal Gets Regulatory Approval

Microsoft  (site) and Yahoo! (site) have been given the final approval by the EU to go ahead with a partnership that was agreed to last July. That partnership will see Yahoo’s search results being powered by Microsoft Bing for a cut of the ad revenues.

The deal has also been agreed to by US regulators without any conditions seeing the two take control of 30% of the search market — the other 70% of which is controlled by Google.

A joint statement by the companies said: "While Microsoft will provide the underlying platform, both companies will continue to create different, compelling and evolving experiences, competing for audience, engagement and clicks."

By combining the two, Yahoo! will take over the search advertising work of Microsoft saving them the cost of running huge spidering centers, while Bing will provide all the links for every Yahoo search.

Like all such deals at the moment, the original agreement announced last summer is designed to cut costs for both companies and increase revenue share, which should see some improvement as the combined networks should be considerably more attractive to advertisers than they would be operating on their own.

Microsoft and Yahoo will begin the transition of algorithmic search and have set a goal of completing that effort in at least the United States by the end of 2010.

The companies also said they hope to make significant progress transitioning U.S. advertisers and publishers prior to the 2010 holiday season, but may wait until 2011 if they determine that the transition will be more effective after the holiday season.

All global customers and partners are expected to be transitioned by early 2012.