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| Marketing Trends & Research |  |  |
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- Auto-play video a bone of contention among ad nets
Online video ad networks are divided on the issue of video ads that automatically begin to play when a user loads a page -- particularly those that load "below the fold" where they cannot be seen. Tod Sacerdoti, CEO of the BrightRoll ad network, characterized the practice as "fake pre-roll." The IAB is currently developing a set of guidelines for auto-play streams and updating related guidelines for video-audience measurement. Adweek/Nielsen Business Media
(9/28)       
- Good or bad, product reviews yield sales
When Jim Hobart let his customers write product reviews on his AlpacaDirect.com site, he took the risk of having some comments that rates the goods as a "poor fit" and "sweaty." But sales climbed 23% on those items that had reviews. "If they leave your site to look for reviews, they most likely won't come back," says a Web-customer surveyor. CNNMoney.com/Fortune Small Business
(9/28)
 | Could You Use A Smarter Ad Server? Bluestreak pioneered rich media serving in 1999. Bluestreak AdManager remains differentiated by delivering a suite of capabilities exclusively for agencies and advertisers. Faster trafficking. Real-time data. Presentation-ready reports. Cross-channel conversion tracking. Best value. www.bluestreak.com |
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| Agency News | | |
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- With Census campaign, the audience is everyone
The U.S. Census Bureau with agency DraftFCB, New York, will roll out a $300 million campaign that includes $140 million in measured media spending with an eye toward getting Americans to be counted in the 2010 Census, either by filling out forms or by cooperating with roving Census workers. DraftFCB EVP Jeff Tarakajian said: "Typically, when we do a campaign, we are discovering the broad-enough target audience. In this case, everyone is the target audience." Advertising Age (tiered subscription model)
(9/28)
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- Pilot program promises measurement quality-control
A group of major marketers including Unilever, Kraft and Coca-Cola Co. are participating in pilots led by the Advertising Research Foundation designed to yield industry-standard methodologies for conducting online audience research and measurement. Joel Rubinson, chief research officer at ARF, said, "It will be a very precise process where buyers and sellers will be trained on the exact same templates and definitions." Advertising Age (tiered subscription model)
(9/28)
- Hearst social-shopping site new venue for Target's digital circular
Target Corp., via a deal with Hearst, has placed a digital circular on Hearst's Kaboodle social-shopping site. "With a social community shopping site, users come when they're researching, discovering, becoming aware of products," said Rose Mills, Midwest sales director for Hearst Digital Media. "The fact that a retailer is using an online circular [in] a social community is allowing them to get in the purchase funnel as [shoppers are] getting closer to a sale." Mediaweek
(9/29)
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| Career Development | | |
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- Enlist a network to recruit great talent
Current employees should be enlisted to recruit people they know, Adam McFarland writes. Existing contacts often make better hires who fit the company culture, have the necessary skills and work hard he writes. To make sure the employee really fits the role, consider hiring on a trial basis first, he suggests. Brazen Careerist
(9/23)
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