'Net Features : marketing data

Miva Launches New Platform

Pete Prestipino — Fri, 12 Sep 2008 13:35:00 GMT

Digital advertising network MIVA, formerly Findwhat, announced the launch of a new online ad platform intended to replace the company's PPC system in the US and EU.

Expect the new platform to include additional online advertising and marketing formats for advertisers and additional opportunities for publishers to monetize their content.

"As the online advertising market continues to mature, the needs of advertisers and publishers are also evolving. MIVA's new platform is intended to address these needs through completely updated technology that we believe will provide a significantly enhanced set of features and online marketing options for advertisers and publishers," commented S. Brian Mukherjee, SVP and Group Managing Director, MIVA Media.

Comscore Fights Back With New Toolsets

Pete Prestipino — Wed, 13 Aug 2008 02:59:00 GMT

Remember all that chatter about Google AdPlanner and Google Insights the past few weeks? It seems that Comscore heard them loud and clear and today announced that it will provide enhanced measurement of the audiences for online advertising networks effective with its August data (available in mid-September).

The new reporting structure will provide two sets of measures - the "potential reach" (a calculation of the unduplicated visitors to all sites with which each ad network has contracted to deliver advertising) and the "actual reach" (which represents the reach of the ads that are actually served by the network during a given reporting period). In order to provide the actual reach, networks must participate by providing Comscore with the appropriate identification protocols for rendered ads.

"We believe these two toolsets provide the information that ad agencies need when they are deciding on which advertising networks to consider for ad buys. And, the ad networks will have the high quality, third-party information needed to compete for advertising dollars," commented Magid Abraham, President and CEO of comScore, Inc.

Insider Affiliate Marketing Data

Pete Prestipino — Tue, 26 Feb 2008 14:34:00 GMT

DoubleClick/Performics released data from a survey of affiliates which revealed some interesting information on what publishers want from advertiser promotions. If you are running an affiliate program or are thinking about launching a program, the information discovered through the survey will be interesting:

Fifty-three percent of affiliate publishers expressed the most interest in “free shipping” promotions, followed by “exclusive affiliate channel offers” (48 percent)
Long-running offers are preferred by 31 percent of affiliate publishers, followed by 28 percent preferring new offers weekly
A majority of affiliate publishers (58 percent) prefer one week advanced notice for communications on upcoming short-term advertiser offers
Expiring offers are preferred by 48 percent (“agree” or “strongly agree”) of affiliate publishers

But what motivates consumers to act on specific advertising offers? This is important to understand for a number of reasons, but by helping the affiliates you have recruited sell more efficiently, the return on your affiliate program will be much greater. Findings from recently conducted consumer focus groups include:

“Dollar-off” types of offers are cited by consumers as most likely to “motivate” a purchase
Consumers view online promotions and online shopping as providing an element of control
Many consumers report that they like free shipping, but if they want a product, they do not mind paying a “reasonable” shipping fee