WSJ: Advertisers Doing More And Less With Search

Oct 22, 2009 at 6:07pm ET by Greg Sterling

In case you didn't see it there was an article in the Wall Street Journal this morning that seeks to capture a kind of shift or broadening of advertisers' attitudes toward search marketing. Formerly search was something of an island and not well integrated into wider marketing campaigns. Many search + display studies and several years later it appears that marketers have developed a somewhat more nuanced view of search in the context of broader consumer behavior. Here are some bits from the article: Sprint is buying the top ads tied to phrases consumers tend to search for when they are clo [...]

Filed in: Google: AdWords, Google: DoubleClick, Search Ads: General, Search Marketing: Branding, Search Marketing: General

Google Formally Announces New DoubleClick Ad Exchange

Sep 18, 2009 at 12:08am ET by Greg Sterling

DoubleClick's advertising exchange has been in the works since at least 2007 and before Google acquired the company. But this morning Google is formally announcing the new DoubleClick Ad Exchange, which reflects a milestone of technology and platform integration between Google and its DoubleClick unit. Google sees this an an opportunity to attract more display and brand ad dollars online and to boost revenues on that side of the house, where there is much more room for growth than in paid search (at least in the US business). Some version of an "exchange" has been around for awhile at D [...]

Filed in: Google: DoubleClick, Google: Other Ads, Google: YouTube & Video, Top News

Google Fast Flip – Google’s Newspaper & Magazine Reader Goes Live

Sep 14, 2009 at 7:00pm ET by Greg Sterling

The previously rumored Google news site "Flipper" is in fact launching today as "Fast Flip" in Google Labs. But maybe it should be called Google Skimmer because it permits people to move very quickly through lots of visually rich news pages from dozens of partner publications. According to the Google Blog Post: Fast Flip is a new reading experience that combines the best elements of print and online articles. Like a print magazine, Fast Flip lets you browse sequentially through bundles of recent news, headlines and popular topics, as well as feeds from individual top publishers. As the name s [...]

Filed in: Google: Checkout, Google: DoubleClick, Google: News, Google: Partnerships, Top News

Google Gets Into Behavioral Targeting, Launches “Interest-Based Advertising” Beta

Mar 11, 2009 at 5:00am ET by Barry Schwartz

Google today is launching a form of behavioral targeting advertising named Interest-Based Advertising. Interest-Based Advertising allows advertisers to deliver ads based on hundreds of interest categories and previous interactions with those users. The beta is opening to select advertisers at first but will be expanded in the upcoming months. Brad Bender, Google's Product Manager in display offerings on Google Content Network, explained that Google is looking to make ads "more interesting" to users and more effective for advertisers. Interest-Based Advertising allows Google to do that by [...]

Filed in: Features: Analysis, Google: AdSense, Google: AdWords, Google: DoubleClick, Top News

Google Offers DIY Display Ads Builder; Appoints Display Ads Chief; Expands TV Ads Distribution

Oct 16, 2008 at 11:48am ET by Greg Sterling

Google has long been seeking to diversify its revenue base and ad products to attract more ad dollars and different types of advertisers. There's a lot more money, for example, in brand advertising than in direct response. The YouTube acquisition was partly about getting more display/brand ad dollars. Google's DoubleClick acquisition was also about targeting the online display/brand segment. In addition, the company has created a new "President, Display Ads" position. Google has also built out Radio Ads, Print Ads and TV Ads to expand the reach of its network. The new announcements today are c [...]

Filed in: Features: General, Google: AdSense, Google: Business Issues, Google: DoubleClick, Google: TV, Top News

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