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Media Buying & Planning Tools ResourcesResult(s): 21 - 30 of 30
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This editor was intrigued to learn that former MTV VJ Adam Curry is not only a podcasting pioneer but is also the president and co-founder of the venture-backed podcast network named PodShow. Here you can create, produce and host podcast content and participate in an advertising network to actually (allegedly) make money. Those who wish to simply watch the podcasts can build their own custom channels, choosing from tens of thousands of podcasts of all genres.
This site should be interesting to marketers because it is a meld of the latest rich media trend (podcasting) plus social networking plus user-created content. In a twist on the typical advertising network campaign, several of PodShow's advertisers actually distributed what amounts to a creative brief to dozens of podcast producers (in the case of Earthlink) or tens of thousands of podcast viewers (in the case of Go Daddy) and asked them to create their own advertising to run across the network. Guess what? They participated, resulting in user-generated advertising. The times, they are a changin'. Other advertisers include AOL and Absolut Vodka. Adam, say hi to your dad Jay (a CRM marketing guru).
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PointRoll aims to redefine advertising creative with innovative -- dare we say "interesting" -- dynamic messaging formats that are widely accepted across major publisher sites. Sign on with PointRoll, and you are able to use their AdDesigner tool, which will allow you to build ads in their approved formats, serve them to publishers and track and manage your campaign. Ads can include Flash, Java, animation, audio, video and many other rich media options.
Ad formats include FatBoy (a banner ad with tabs that expands to a larger size upon viewer click), TomBoy (an interactive skyscraper ad with embedded audio, video, etc. as desired), TowelBoy (a banner ad whose upper left hand corner peels away to reveal interactive features hidden below, and then "snaps back" unless the viewer clicks for more information) and BadBoy (the infamous moving ad that runs all over your computer screen). Visit the site for client/creative showcases featuring dozens of examples of all the ad formats as created by leading advertisers such as Absolut, Miller, Saab, Nike, MSN and HotJobs.
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With the acquisition of Lightning Cast, a company specializing in broadband video and audio ad insertion and campaign management, Advertising.com has been hot to trot out its video advertising network. It lives here at this site, where at the time of writing you could basically register to request more information. Here's the deal - Advertising.com is aggregating pre-roll inventory from leading video-enabled websites and making it available to advertisers via a single media buy. If you dig a little deeper in the Advertising.com site you can learn more, including the fact that Advertising.com also provides custom research and view-based reporting for your video campaigns through comScore Media Metrix. However, we ask, "Isn't it tedious that busy media buyers have to troll through press releases in order to find basic details about this interesting media offering?" We urge Advertising.com to beef up this site with facts and figures, pronto.
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Quigo offers an auction-based, PPC (pay-per-click) suite of tools called FeedPoint, which automatically generates keywords, titles and descriptions from your Web pages for inclusion in search and comparison shopping engines. The fact that the company targets comparison shopping engines has made it popular with etailers, as not all search marketing companies offer that expertise. Quigo also offers a pay-per-click advertising network called AdSonar that is content (rather than search engine) based. This means that marketers can use the AdSonar network if they want to place advertisements on or across sites like ABC News, The New York Times, USA Today, Fox News, Martha Stewart, Homestore.com, eDiets.com, LonelyPlanet.com, PGATour.com, the newspaper sites of The McClatchy Company, The Hearst Company and The Tribune Company, the online publications of American Media and more.
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This keyword tool is driven off of Overture keyword data, but it does so much more. For example, it provides links to price estimate tools from Overture and Google AdWords. The Google AdWords tool shows the necessary bid to rank #1 for 85% of queries, and roughly how much traffic you can expect AdWords to send you based on that bid price. For example (at the time of writing), LookSmart was bidding up to $5(US) to rank #1 for the search phrase "online marketing" on the Overture network, whereas Google estimated that you needed to pay $5.03 for position #1 for the same keyword. Google predicted that you would get an estimated 405 to 508 clicks per day. But wait, there's more. The tool also links to Google Trends, Google Suggest, Google Synonyms, Yahoo! Suggest, Nichebot and Wordtracker keyword research results. And it links to various vertical databases like Topix.net, Google Blogsearch and Del.icio.us to tell you if people are talking about your topic and what types of resources they are referencing. Set aside a good block of time to explore this one. Not only is it fascinating, but you must click through the link to each of the cross-referenced tools to see the results for each keyword or phrase, which is quite time-consuming.
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The Advertising Media Internet Center (AMIC) is jam-packed with information for media and marketing professionals. Be sure to visit the invaluable "Ask the Media Guru" feature -- ask your question and you'll receive a response within two business days. Alternately, you can peruse years of previous Q&A to research your areas of interest. You'll also find an encyclopedia of media terms and an extensive breakdown of a typical media plan to guide you through the process of pulling together the perfect media buy.
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If you're interested in tapping into blogs for advertising purposes, you need to find aggregated networks of blogs to make it worth your while. Now you can, thanks to this directory of blog networks. You'll find biggies like Weblogs Inc., the number one blog network (at the time of writing). You'll also find smaller gems that may be the perfect niche market for you, such as Duct Tape Marketing (a network of nine marketing blogs), Webblogssl (a Spanish blog network), NinerNiner (an up-and-coming blog network that's been generating a lot of buzz) and more.
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It didn't take long for the world of podcasting to develop its first aggregated network. The Podcast Network is an international collection of centrally-produced podcast channels on dozens of topics ranging from business to technology to jazz. Created by Australian e-business and marketing strategists Cameron Reilly and Mick Stanic, it does indeed offer advertising opportunities for marketers who are interested in reaching a highly diverse audience of international, tech-savvy listeners, which you may be hard-pressed to target anywhere else. Advertising opportunities include sponsorships, interstitials and advertorials, and the ad units are all in audio format, of course. To an advertiser trying to get his or her head around this new medium, think of this as niche radio on demand.
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This company was designed from the beginning to consist of a network of blogs covering niche industries and topics, ranging from the popular Engadget technology gadget blog to blogs on life sciences, the business of mortgages and specialized technology topics. At the time of writing, the Weblogs, Inc. network consisted of 80 blogs, and according to co-founder Jason Calacanis, the numbers in terms of page views are starting to turn this into a profitable business. Check out any of the blogs for examples of advertisers (Nokia, Best Buy, Palm) and advertising opportunities - for example, a text ad in the upper right hand corner of any of the blogs will run you $1,950(US) per month.
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Direct marketing giant Worlddata provides both email list brokerage and list management in the B2B and B2C sectors. Be sure to check out the demo of the email tracking system, which details the types of reports you will receive (as a customer) to help determine ROI on your campaigns. At the completion of your campaign, the List Brokerage Team promises to work one-on-one with you to analyze the effectiveness and ROI of your efforts. Post-effort analysis is often neglected, yet it is one of the media buyer's most valuable sources of information.
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