Buyers of Advertising

SMB Ad Buyers

For small businesses like web operators and retail businesses, the ad buyer is typically the owner. These companies have limited budgets and act in a thrifty manner. They are the primary users of services such as Adsense, Adbrite, and other AdNets.

Prefer coupons and click-throughs for instant gratification.

Enterprise Ad Buyers

Branding

For medium and large companies, the marcom (marketing communications) officer has responsibility for selecting ad purchases. These customers are less motivated by short term actions, and generally care about the long term value of a converted customer. Thus, marcom works with:

• Creative professionals to deliver a positive image,
• Branded IChannels that re-enforce a positive image,
• And targeted audiences that match their product or service.

Golf Channel, New York Times, Vogue, and Wall Street Journal are good examples of branded sites with a highly desirable audience demographics.

why new forms of advertising are hard, Jeremy Liew, Lightspeed Venture Partners.

Digital Downloadable Goods...your questions answered

Digital Downloadable Goods...your questions answered

Posted by Laura on March 27, 2008 at 03:47 PM in Trust & Safety Corner | Permalink

Brian Burke, eBay's Director in Trust & Safety who manages the Feedback system, recently announced that Digital Downloadable Goods must be listed using the Classified Ad listing format effective March 31st.  This policy affects items like eBooks, MP3 files, content in PDF format, recipes, etc. -- anything that is "shipped" to a customer via email or download link. These items cannot be listed any longer as auction-style or fixed price listings.

The Classified Ad format is a lead-generation tool which gives sellers an "ad" that shows up in default Search results for 30 days. Currently, the only accepted category is Everything Else > Informational Products. (To learn more, read Help: Advertising with Classified Ads.)

The reason for this change is the concern about Feedback manipulation (or artificially padding a member's feedback score). Since Classified Ad format listings are not transactional, no feedback is exchanged between buyers and sellers and no feedback manipulation can occur.

STATS: Digital Advertising Market and Forecast

About the Author

I am an economics major from MIT with two of the first macro-economic models for forecasting the national economy. (More about AdEcon)


As a technology entrepreneur with an MBA from Stanford, I span:

• Time sharing on mainframes;


• The invention of spreadsheets on personal computers;


• The first GUI for an accounting system and sharing those innovations with Macintosh user groups;


• First ad-supported B2B supersites on the Internet;


• Social networking for writers and publishers;


• Mentor to dozens of China entrepreneurs; and


• Ad-supported real communities at local hotspots.

Ad supported media and communities - it's the heart of my career.

The New Economics of Advertising

Through these ventures, I have worked with hundreds of magazine, book, and newspaper publishers - as well as software and online publishers.

Advertising is changing rapidly. Those partners are struggling with the increasingly complex technologies that define the advertising economics. Even for experts, keeping up with developments is like the old adage, "Blind men touching an elephant." However, I personally enjoy the challenge to learn.

This forum uses a macro-economic framework for shared reporting on the events and trends impacting new media advertising. This includes reports of traditional media as they extend their reach to incorporate the many new technologies that impact advertising.

As I meet experts, I will be writing about those lessons and asking you to participate online. Together, we shall grok this elephant, the new advertising economics.

- Dash Chang (Add to Friends @ Facebook) (LinkedIn) (Blog Group at Facebook)

NEWS: Mobile Ad Networks

Nokia Launches Premier Mobile Advertising Network TMC Net -

Norwalk,CT,USA11 /PRNewswire-FirstCall/ -- Nokia today announced the launch of the global Nokia Media Network, a premium advertising network including over 70 leading ...

Comverse Launches Mobile Advertising Solution, Opening Lucrative ...WELT ONLINE - Germany...

network-based multimedia enhanced communication and billing services, today announced its newest offering, the Comverse Mobile Advertising Solution. ...

Yahoo Revamps Mobile Offerings with Nod to Ads - Jan 08, 2008

Yahoo outlines mobile plans with revamped OneSearch and Yahoo Go.

Ad-Supported Wi-Fi: Back to Basics - Dec 14, 007

After several large-scale Wi-Fi initiatives flop, smaller ad-supported projects hold some promise.

Google to Sell Web-Page Ads Visible on Mobile Phones
September 18, 2007 - By MIGUEL HELFT (NYT)

...network in which Google would match ads with the content of mobile Web pages, much...sites to create mobile-focused Web sites. Like most other Google advertising systems...on cellphones. Google's further inroads into mobile advertising have...

Yahoo to Offer A Network For Web Ads On Cellphones
March 27, 2007 - By MIGUEL HELFT

...the next Internet battleground...search and advertising on cellphones...advertising network that will...expand the network quickly over...Google in Internet search and...related advertising, has been...service. Advertising on sites...the major Internet firms to...mobile ad network. A few start...

Mobile marketing Reach mobile audiences

Advanced targeting & reporting http://query.nytimes.com/search/query?d=nytdsection%2b&o=e%2b&v=Business%2b&c=a%2b&query=google+mobile&date_select=full#

FORUM: Tell your experience with iMedia partners

Share your experience with the largest integrated media partners, such as Google, Yahoo, AOL, or MSN.

FORUM: Tell Your AdNet Success Story

Are you looking to aggregate a network of like-minded iChannels? Share your success story with the community.

FORUM: Tell Your MaSP Success Story

Agencies and MaSPs (Marcom Service Providers) have helped advertisers gain better results. Share your story with the community.

FORUM: Tell Your IChannel Success Story

To promote independent publishing, film production, or other Internet channels - share your success story with the community. What market did you target? How did you grow your audience? What monetary rewards did you earn? How did you win?

ANALYSIS: Supply and Demand of CPC

Opaque advertising economics where vendors provide incomplete pictures of keyword supply and demand.

Demand exceeds Supply

Top CPC categories: .

Average Search CPC Data by Category for December 2007, January 2008 - Feb 12, 2008 Search Tools Cost-per-click data by vertical category in search in the US.

High Demand Keywords

Top Search terms:

Top 10 Search Terms in 10 Categories, January 2008 - Feb 7, 2008 Search Tools The month's top search terms in 10 categories.

High Supply Keywords

What is the supply by keyword or category?

Conclusion

For affiliates or content providers, the untargeted supply results in low prices.

List of Emerging Social Networks

Comparison of social networking software

• UK Social Networks: MySpace, Bebo and Piczo in the Lead
• Lemonade, NY - store fronts + social network
• Match.com eyes social networks for subscribers Canada.com - Hamilton,Ontario,CanadaParent company IAC/InterActiveCorp expects growth to pick up again at Match in the second quarter, working off gains from heavier advertising that plays on ...
• Orkut - Google
• Ning - branded social networks
• 360 - Yahoo
• Vox - Six Apart
• Weblo - allows bloggers to earn ad dollars and buy and sell virtual properties.
• Xing

Review of Review Sites

List of social networking websites

Name	Description/Focus	Registered users	Registration	Alexa (Apr 08)
Advogato	Free and open source software developers		Open
ANobii	Books		Open
aSmallWorld	European jet set and social elite	270,000[2]	Invite-only
Badoo	General, Popular in Europe		Open to people 18 and over	106
Bahu	General, Popular in France, Belgium, Poland and Europe		Open to people 13 and over
Bebo	General, Popular in the US, UK, Ireland, New Zealand and the Pacific Islands		Open to people 13 and over	122
BlackPlanet	African-Americans		Open
Broadcaster.com	Video sharing and webcam chat	322,715[3]	Open
Buzznet	Music and pop-culture		Open
Cake Financial	Investing		Open
Capazoo	General (blogs, photos, music, videos)		Open
Care2	Green living and social activism		Open
Classmates.com	School, college, work and the military		Open	1,752
Cloob	General. Popular in Iran.		Open.
Consumating	"Consumeetings"		Open
CouchSurfing	Hospitality		Open
Cyworld	Young South Koreans	2,100,000[4]	Open
Dandelife	Collective narratives or "shared biographies"		Open
DontStayIn	Clubbing (primarily UK)		Open
deviantArt	Online artistic community		Open	62
Elfwood	Online artistic community		Open
Experience Project	Life experiences		Open
Facebook	General. Popular Worldwide.		Open to people 13 and older.	6
Faceparty	General. Popular UK.		Open to people 16 and older.	2,603
Flickr	Photo sharing	9,600,000[5]	Open (Yahoo! login)	39
Flixster	Movies		Open	414
Fotolog	Photoblogging. Popular in South America.		Open	13
Friends Reunited	UK based. School, college, work, sport and streets		Open	10,490
Friendster	General. Popular in Southeast Asia.	58,000,000[6]	Open to people 16 and older.	18
Frühstückstreff	General		Open
Gaia Online	Anime and games		Open
Gather	Article, picture, and video sharing, as well as group discussions		Open
Geni.com	Families, genealogy		Open
Gossipreport.com	Anonymous gossip		Open to people 16 and older
Grono.net	Poland		Invite-only
GuildCafe	Online games		Open
Habbo	General. Over 31 communities worldwide. Chat Room and user profiles.		Open to people 13 and older	4,281
hi5	General. Latin American and Asian teens. Popular in Cyprus and Romania.	70,000,000[7]	Open to people 13 and older	8
Hospitality Club	Hospitality		Open
Hyves	Most popular Dutch social network, especially for students		Open
iLike	Music, Video, Photos, Blogs		Open
imeem	Music, Video, Photos, Blogs		Open
IRC-Galleria	Finland	475,000[8]	Open to Finnish speaking people 12 and older
iWiW	Hungary		Invite-only
Jaiku	General. Owned by Google.		Open to people 13 and older
Joga Bonito	Football (soccer). Owned by Google.		Open
kaioo	General, nonprofit		Open
LibraryThing	Book lovers		Open to people 13 and older
lifeknot	Shared interests, hobbies		Open to people 18 and older.
LinkedIn	Business	20,000,000[9]	Open	211
LiveJournal	Blogging		Open (OpenID)	69
LunarStorm	Sweden		Open
MEETin	General		Open
Meetup.com	General		Open to people 18 and older
MiGente.com	Latinos		Open
Mixi	Japan		Invite-only
mobikade	mobile community, UK only		Open to people 18 and older
MocoSpace	mobile community, worldwide	2,000,000[10]	Open to people 14 and older
MOG	Music		Open to people ages 14 and older
Multiply	"Real world" relationships		Open to people 13 and older
MyChurch	Christian Churches		Open
MyHeritage	family-oriented social network service		Open
My Opera Community	General (blogs, photo albums, forums, groups, etc.)		Open
MySpace	General. Popular Worldwide.	110,000,000[11]	Open to people 14 and older.	5
myYearbook	General		Open to age 13 and up & Grades 9 and up
Nasza-klasa.pl	School, college and friends. Popular in Poland.		Open
Nabuur	Online Volunteering		Open
Netlog	Formerly known as Facebox.		Open
Nettby	Norwegian Community.		Open
Nexopia	Canada		Open to people 14 and older
Odnoklassniki.ru	General. Popular in Russia	10,000,000[12]	Open	40
OkCupid	Social networking and dating		Open to people 18 and older
orkut	Owned by Google. Popular in Brazil and India.		Open to people 18 and older, (Googlelogin)	10
OUTeverywhere	Gay/LGBTQ Community		Open
Passado	General		Open
Passportstamp	Travel		Open
Phanfare	Family photo and video sharing		Open
Plaxo	Business		Open
Playahead	Swedish teenagers		Open
Pingsta	Collaborative platform for the world's Internetwork Experts		Invite-only, only Internet Experts
Pownce	Websites, files, and short updates		Open
ProfileHeaven	British teens		Open to people 13 and older
RateItAll	General (consumer ratings)		Open
Ravelry	Knitting and crochet		Invite-only while in beta
Reunion.com	Locating friends and family, keeping in touch		Open
Ryze	Business		Open
Searchles	Social search and networking		Open
Sconex	American high schools		Open
Sermo	Physicians		Open only to D.O.s and M.D.s in US
Shelfari	Books		Open
Soundpedia	Music		Open
Sportsvite	Recreational sports		Open
Stickam	Live video streaming and chat.		Open
Student.com	International teens and colleges		Open
StudiVZ	University students, mostly in the German-speaking countries		Open
Tagged.com	General		Open
TakingITGlobal	Social action		Open
Taltopia	Online artistic community		Open
TravBuddy.com	Travel		Open
Travellerspoint	Travel		Open
tribe.net	General		Open	5,195
Tuenti.com	General. Very Popular in Spain		Invitation only
Twitter	Micro-blogging, RSS, updates		Open
V Kontakte	Russian social network.		Open
Vox	Blogging		Open
WAYN	Travel and lifestyle		Open to people 18 and older	828
WebBiographies	Genealogy and biography		Open
Windows Live Spaces	Blogging (formerly MSN Spaces)		Open	3
Wis.dm	Questions and answers about anything and everything		Open
Woophy	travel & photography, photo sharing website		Open
Xanga	Blogs and "metro" areas		Open
XING	Business		Open
Yahoo! 360°	Linked to Yahoo! IDs		Open to people 18 and older, (Yahoo!login)
Yahoo! Mash	Yahoo's new SNS - Still in beta		Invite-only while in beta
Yelp, Inc.	Local Business Review and Talk		Open
Zooomr	Universal photo sharing		Open (OpenID)

FriendFeed Raises $5 Million, Now Open to Everyone TechCrunch

FriendFeed is a way to become aware of what people you know or respect are doing across dozens of different Websites. That super-aggregation of feeds from popular social sites, however, is quickly being copied (see Spokeo, Iminta, Plaxo Pulse, and—one that just launched today—Second Brain). Even Facebook wants to get in on the action by allowing feeds from other services to show up on the News feed of its members.