Yahoo and Bebo = True

Google has MySpace, Microsoft has Facebook and now Yahoo has become the exclusive display ad provider for popular social networking site Bebo. Bebo reportedly has 38 million users globally, with its most popular sites in the UK and Ireland, although the company is based in San Francisco. Bebo search has been "powered by Yahoo" since roughly June of this year. And there are been several rumors of attempts to acquire Bebo, for up to $1 billion, including by Yahoo. I would imagine that these deals (search, display ads) now would make Yahoo a likely front runner in any new acquisition scenarios.

09/12/07
From ojvcentral and ojv

Google Mobile to Start Running AdWords

Google will shortly begin showing AdWords ads within Google Mobile Search. According to the email I received, this will start up in the next few days, and will be free to users of the service through November 18th. Google indicated that they will only show ads for sites whose landing pages that can be adapted for showing on a mobile phone screen.

The announcement made it clear that AdWords account holders could opt out of the service at any time. This is reitirated in the AdWords on Google Mobile FAQ. As a result, it seems that if you want this new service, there is really nothing you need to do. However, if you don't want it, you need to go into your AdWords account and turn the feature off. This will be something you need to remember to do.

The other interesting thing to speculate on is how and where the ads will show up on the mobile devices. All that the FAQ indicated is that the ads will show up on Google Mobile Search pages. The FAQ does indicate that "Ad displays with more than 70 characters are adapted so that only the Headline and URL is displayed when the ad appears on a mobile browser".

09/12-07

By Odd J. Vik at ojvcentral and ojv

Targeted advertising on Facebook?

Until now, Facebook has not allowed external websites to trawl its member database, which includes about 5 million UK users.

Owen Van Natta, the company's chief revenue officer, said making advertisements more personal was a priority for Facebook.

But Chris Kelly, chief privacy officer, defended the move, saying the site had always made it clear to users that their personal information may be used to target advertisements and promotions.

The announcement comes amid growing disquiet over targeted advertising online.

There are concerns that in the race to learn more about their users, and translate that data into advertising revenue, websites may risk infringing privacy rights.

Keith Reed, of internet security group Trend Micro, said criminals may be able to find information online that could help them carry out identity theft.

However, Mr Kelly told the Times the company was "very comfortable" with its position on privacy protection.

He said internet users no longer expected to remain anonymous online.

With rapidly expanding membership, which grew by more than sixty per cent in the past three months, Facebook has database which is regarded as a lucrative marketing, business research and advertising tool.

Facebook plans to use its information on users' social and professional relationships to create a highly-profitable database or "Social Graph".

The demographic information will then be used to transform the site into a "massive distribution network" for services and advertising.

ojvcentral and ojv

What about selling in Web 2.0 environment, does it sells your products?

The thrut is nothing has really changed. Web 2.0 will not sell your product or service for you. Web 2.0 will not negate the importance of salesmanship in print, in video, in audio, or any permutation or combination not yet assembled. But the fact is, you have more channels to work with in your promotions.

All the "old" requirements and admonitions about how to sell, and sell well, are still in full force

The Top 10 Steps to Sell Your product – Even When Using Web 2.0

1. You need to identify a qualified market – those who are ravenously hungry for your product or service. Throwing mud on the wall and praying it will stick, won't work – nevër has, nevër will.

2. You need a hi-quality product or service that will satisfy your market's hunger, or fix their pain. No snake-oil scams permitted.

3. You need to know how to grab your market's attention in a stimulating and compelling way, so they know your product or service exists. Waiting for the telephone to ring is not a marketing strategy.

4. You need to prove your product or service's value, unequivocally detailing at length – why and how your product is worth the price asked. Nothing is obvious when it comes to selling.

5. You need to make an irresistible offër. Why must your target market buy your product or service – and buy it now. Not to buy and not to believe is everyone's natural first choice.

6. You need to remove all risk – by offering a solid, confidence-building guarantëe. "Trust me" is not a guarantëe.

7. You need to anticipate all possible objections, and overcome them. And don't think for a moment there won't be any. There will always be objections and concerns – especially for a first-to-market product or service.

8. You need to ask for the order! Bashfulness and timidity has no place in sales. Ask, and only then shall you receive. Forget this, and you can forget the sale.

9. You need to clearly explain what your prospect must do, step by step, in order to buy, subscribe or inquire. Lead them to your order page.

10. Take nothing for granted.

Web 2.0 is a tool – another road to get you to market. It will not replace salesmanship. It can though make online marketing and sales more effective... if you know what it takes to wrap up a sale in the first place.

By O.J.V
ojvcentral and ojv

Google Maps now in HTML

Google announced today that they have simplified the method for integrating Google Maps on to your web site. The new method allows Google Maps to be integrated using simple HTML. As a result, integrating Google Maps no longer requires a knowledge of Java Script, and you no longer need an API key to do it.

This should enable smaller site owners without programming expertise to leverage Google Maps. For example, a business could integrate dricing directions onto their site. The process now consists of 3 steps:

1. Pull up the Google Map you want

2. Click on the "Link to this page" link

3. Copy and paste the resulting HTML into their site

I don't think that this is an announcement that will impact users of Google Maps that have already mastered the Java Script and Google API Key challenges, but it should enable a lot of new sites with less programming expertise to take advantage of Google Maps

By ojv and ojvcentral

Google start a Click Fraud Website.

Google has unveiled a Web site resource center focused on the issue of click fraud, which many consider a potential threat to the company's main source of revenue: pay-per-click advertising.

Google developed the new Ad Traffic Quality Resource Center to give its advertisers a single place to find Google's information about click fraud, said Shuman Ghosemajumder, business product manager for trust and safety at Google, on Friday.

In the pay-per-click format, advertisers pay every time someone clicks on their ads, which are linked to a Web page. Click fraud happens when companies click on competitors' ads to drive up their ad spending. Another common click-fraud practice is for Web publishers to click on their sites' ads to increase their commissions.

With some organizations estimating click-fraud incidents at more than 30%, Google has gone on the offensive in researching the issue and stating publicly what it is doing and the extent of the problem in its own ad network.

For example, Google proactively monitors its network for what it calls invalid clicks, which include not only malicious clicks but also innocent practices that may look like click fraud, such as clicking on an ad twice.

It has concluded that less than 10% of clicks on Google ads are invalid, and that only 0.02% are declared invalid as a result of advertisers' complaints.

Click fraud has led advertisers to sue Google, Yahoo Inc. and other providers of pay per click ads. Google reached a landmark settlement of a click-fraud class-action lawsuit last year which many described as a big victory for the company. A loss could have likely cost the company hundreds of millions of dollars, but Google managed to settle the case for $90 million.

ojvcentral and ojv

What are the opportunities for specific markets, such as the real estate industry?

Real estate is a big opportunity, and the majority of decisions today are already influenced by online content and advertising. The challenge here is in capturing and organizing oceans of data, images, and entities in a super fragmented industry that is eminently localized. Sounds like a sweet market for a Google invasion, but upstarts like Zillow are doing a great job.

What areas of online advertising would be smart to invest in?

Online video is growing fast, but barely tapped. Online music and audio advertising opportunities are also hot. While Apple and pirated music dominate, upstarts like Soundpedia are taking the music world in a new direction and have a real plan to optimally leverage online music (which is likely to converge with online video as an ad vehicle). Another area is specialized local price and quality shopping engines--at least those that the major search engines
index favorably--generally due to strong focus and a good SEO (search engine optimization) team.

What online advertising listings do you predict will be popular in 2008?

Yahoo, already a monster in the category, will make significant strides in 2008 and 2009. Despite some organizational issues, they have some excellent people as well as the wherewithal to pull together a high-performing set of online advertising vehicles in an exceedingly scalable manner. Also, Yahoo Search is improving, but is still not as easy as Google AdWords. Yahoo's acquisition of Right Media was a boost for smaller shops, as the auction model they implement allows savvier online advertising buyers to potentially outperform larger rivals cost effectively.

ojvcentral and ojv

About online advertising, what advantages does it have compared to print?

In most ways that impact the bottom line, online outperforms print media. That is not to say print media is without value, but as the marketplace grows more digital (and therefore more accountable) the ability to track, measure, and optimize the results generated by media are difficult to beat. Print's strengths include highly targeted or niche audiences and the business-to-business sector--though search is impacting that as well.

ojvcentral

When will online advertising really start to take off?

It's already taken off, most dramatically a year or so ago. It was also consumed by entrepreneurial direct marketers--Endai Worldwide was among the first--that figured out economic models after the easy money exited the marketplace. Many of these upstarts have had to evolve into far more sophisticated players, as the market and competition have grown and matured. A company such as Endai Worldwide had to invest heavily in technologies to stay competitive and provide clients with increasing value.

ojv

About online advertising, what are some of the major trends?

Search is becoming the dominant form of online advertising, increasing the sophistication of search engine results and content as well as the consolidation of industry players. Market pricing will function more like network television, although the web still remains the great equalizer: Small business will continue to buy a significant share of online advertising because it's effective, easy to buy and the same medium used by the big boys. Because of its inherent measurability, online advertising is already having an effect on the accountability of all advertising.

ojvcentral and ojv

Google Louches Campaign Optimizer?

It is a free AdWords tool designed to help you fine-tune your advertising campaigns. When you run the Campaign Optimizer, we automatically analyze your budget, keywords, and landing page, and create a customized proposal for your campaign. You can then review the proposed changes and accept the ones you want to apply.

You can reach the Campaign Optimizer via the Optimize Campaign link on your campaign details page. You can also go to the Tools page of the Campaign Management tab and click Campaign Optimizer.

By ojvcentral and ojv.no

The iPhone Could Boost Mobile Advertising

Apples iPhone might be the first platform to truly make mobile advertising popular. The Apple touch in making videos available and enjoyable to view could make mobile advertising mainstream, depending on how aggressive Apple pursues advertising, and how successful the iPhone is.

The iPhone should enhance the mobile video experience by playing YouTube videos and the quality of the videos, encoded using the H.264 standard.

Advertisers will flock to the iCrowd, a demographic of people willing to spend more for technology and to live on the bleeding edge. The question is how quickly will Apple and AT&T incorporate video ads? Advertisers could offer iTunes content for free in exchange for watching some ads, but Apple has traditionally focused on paid rather than ad-supported content. It could be a whole new iBallgame.

By ojvcentral and ojv.no

Internet advertising continue the explosive growht

Figures shows that Internet advertising revenues continue to skyrocket, the tech wreck of six years ago just an insignificant correction. The 2007 first quarter revenues of US$4.9 billion represent a 26 percent increase over Q1 2006 at US$3.8 billion and a 2 percent increase over Q4 2006 at US$4.8 billion. “The continued growth of online ad revenues clearly illustrates marketers’ increased comfort with the extraordinary vitality and accountability of this medium,” commented IAB President and CEO Randall Rothenberg. “It reaches consumers with an unprecedented level of efficiency and measurability that provides marketers with actionable data. And the ever-changing landscape of new platforms and technologies that enrich interactive advertising guarantees that this growth trend will continue.”

“The recent results are particularly impressive when the size of the advertising revenue base is taken into account,” said Peter Petrusky, director, PricewaterhouseCoopers. “Given these results, we may expect continued strong revenue growth buoyed by an expanding broadband subscriber base, which could translate into more users spending more time online and offers a platform for rich media and video ads that dial-up connections can’t render.”

The continued growth of internet advertising, on top of the record growth of 2006 and despite advertising’s traditional sluggish first quarter, demonstrates the growing significance of interactive advertising to the overall advertising and marketing industry.

About the IAB

Founded in 1996, the Interactive Advertising Bureau represents over 300 interactive companies responsible for 86% of online advertising revenues in the United States. On behalf of its members, the IAB evaluates and recommends standards and practices; fields interactive effectiveness research, and educates the advertising industry about interactive advertising.

By ojvcentral and ojv.no

Make money from your website with Google advertising program

Will Widgets apps bring advertising to our desktop?

Once only seen on Apple machines, now that Microsoft has installed them on Vista, advertising outfits want to hijack widgets for their own use.

Widgets are mini-applications that offer easy access to Internet-based content and information. Advertisers like widgets because they blur the line between an ad and a service and people are more likely to keep such branded content on their desktop.

Reuters quotes Jai Shen, co-founder and chief technology officer of widget developer RockYou as saying that widgets will be the new ring tone. Most of the widgets being created are music related.

But Reuters points out that one of the problems the industry needs to over come is that widget use is unmonitored by the tracking companies so it is impossible to tell how successful they are as an advertising option.

ojvcentral and ojv.no

Google Buys GreeBorder

Google bought GreenBorder, a Mountain View-based company that creates security software designed to protect a computer as you surf the web. According to Silicon Valley Watcher, GreenBorder developed "an easy solution to virus, spyware, and trojan threats by isolating each Internet session from the rest of the PC and earlier Internet sessions. The beauty of the Green Border Pro software is it doesn't need to be updated to guard against new virus signatures or new types of malware. It creates a secluded, virtual Internet session and when you are done, it flushes everything away, in your cache and in temporary files."

It supported Internet Explorer, but now it also supports Firefox and lets you open files downloaded from the Internet in a virtual environment. Each application protected by GreenBorder has a colored border around the window, so you know you're safe.

By ojv at ojvcentral and ojv.no

Google deal with Feedburner worth of $100 million

Rumors about Google acquiring RSS management company Feedburner from last week, started by ex-TechCrunch UK editor Sam Setui , are accurate and are now confirmed according to a source close to the deal. Feedburner is in the closing stages of being acquired by Google for around $100 million. The deal is all cash and mostly upfront, according to our source, although the founders will be locked in for a couple of years.

The information we have is that the deal is now under a binding term sheet and will close in 2-3 weeks, and there is nothing that can really derail it at this point.

Huge congratulations to Feedburner. The company was founded in 2003 and has raised just $10 million in capital over two rounds. Portage Ventures funded their $1 million Series A round in 2004. The $9 million Series B round was closed in mid 2005 (second close in 2006), from Mobius Venture Capital and Union Square Ventures.

By O.J.V at ojvcentral and ojv.no

Google Website Optimizer

Website Optimizer is a free multivariate testing application from Google. It allows users to test different combinations of content on a site or landing page with the goal of increased conversion rates. It is available to all AdWords users and provides analytic power on par with any website optimization software package out there.

If you are using PPC or email campaigns to drive users to a landing page with the goal of conversion, Website Analyzer is a godsend. Through well thought out landing page design and testing you can get feedback that will significantly impact conversion rates.

By O.J.V at ojvcentral and ojv.no

Google release a New Beta Version - Google Analytics.

If you are still measuring your website success using a hit counter or similar archaic system (hopefully none of you are?) Then you should take a look at the Google’s Analytics programme.

Google unveiled the latest enhancement to their free website analytics service (Google Analytics) at the recent Emetrics Summit in San Francisco. The improvements are based around better controls and sharing of data, and should be visible to Google Analytics users in the coming weeks.

When Google launched the free Google Analytics service, it was a great way for newbie website owners to gain an understanding of what their visitors were doing on their sites. By continually developing the strong analytics platform, Google Analytics is now more than just a basic service for newbies, with useful traffic and conversion data and a intuitive user interface.

The enhancements were summed up well at the Google Analytics Blog

What's different?
We've redesigned the reporting interface for greater customization and collaboration. This should make it easier for businesses and website owners to find and share the data you need to make informed decisions. The new version presents data more clearly and in context, so you can look at a single report to gain insights rather than having to pull up several reports to understand what action to take.

...here are some of the improvements:

• Email and export reports: Schedule or send ad-hoc personalized report emails and export reports in PDF format.
• Custom Dashboard: No more digging through reports. Put all the information you need on a custom dashboard that you can email to others.
• Trend and Over-time Graph: Compare time periods and select date ranges without losing sight of long term trends.
• Contextual help tips: Context sensitive Help and Conversion University tips are available from every report

Google Analytics' improvements will continue to place increasing pressure on their paid
rivals. As they are now embracing the data needs of both experts and non experts
in a simple way, it starts to beg the question - "why pay for an expensive analytics
package?"

By ojvcentral

Web 2.0 distracts good design.

Hype about Web 2.0 is making web firms neglect the basics of good design, web usability. sites peppered with personalisation tools were in danger of resembling the "glossy but useless" sites at the height of the dotcom boom. Research into website use shows that sites were better off getting the basics righ. Good practices include making a site easy to use, good search tools, the use of text free of jargon, usability testing and a consideration of design even before the first line of code is written. Read more here.

Ojvcentral

The World and Widgets on the Internet.

The web has seen an explosion in the use of widgets over the past year. Let's explore what a widget is and its uses. We are discussing Web-based widgets only, not the desktop widgets such as those provided by Yahoo Widgets or Microsoft's Vista widgets.

A Web widget can be described as a mini application that can add functionality to your web page, blog, social profile etc. If you find a widget that you like, you simply copy and paste some code and add it to the HTML of your web page. Photo galleries, news, videos, advertising, mp3 players and pregnancy countdown tickers! You name it, there is probably a widget that does it.

Google Adsense has made a lot of money for website owners since its inception. It is probably the most widely distributed widget around. You can sign up for an Adsense account and relevant adverts are shown where you place the widget on your site. You then get a share of the revenue generated with Google. Whole sites and services exist today on the web that are solely funded by their share of revenue from displaying the Adsense widget. Estimated value? Billions!

By ojvcentral