From Yahoo! Pres. Sue Decker:
Here’s the core premise that’s fueled this new platform: Online advertising is growing increasingly sophisticated, yet it’s unnecessarily Byzantine to buy and sell. The online media landscape is incredibly fragmented. And, today, the process of finding your target audience, booking inventory, negotiating pricing, seeking approval, creating tearsheets, testing ads — it’s living in an 8-track world. Let’s just say people are doing a lot more faxing and phone calling than should be necessary in 2008. It’s terribly inefficient.
AMP! will not only automate all of these processes and take the cycle time down from weeks to minutes, it will enable a new, more open paradigm, taking participants from private walled gardens to a new world where they will be able to buy and sell across the entire Web – all in one interface, with a few clicks of a mouse. It’s like a stock market for ads — the more efficient the marketplace, the more value in it. The impact is hard to overstate. This is simply not possible today and we think that’s really hobbling the industry’s ability to focus on what matters most — developing great creative and getting it front of the right person.
There’s a great video.
Marchex has been here for years.
From David B. Wilkerson at MarketWatch:
Newspapers’ online editions rolled up more than $2 billion in local online-ad revenue in 2007, representing a 27% share of the total local online market, the Newspaper Association of America said Wednesday, citing data from Borrell Associates’ annual survey. Local Yellow Pages and television Web sites were next, each garnering 9.5 % of local online-ad market, while radio stations captured just 2.1%. The biggest newspaper sites generated most of their revenue from nonprint advertisers for the first time, with online-only customers accounting for 59% of the newspaper sites’ total ad revenue in local markets.
Why the local market is wide open:
One of the interesting points made in the study is that local media companies, such as Yellow Pages publishers, will need to invest to create a dedicated online sales force to be able to satisfy the strong growth predictions outlined above. Their traditional sales structures and strategies, according to Borrell Associates, will simply not be able to cope in 2008. This is underlined by the fact that most of these large media companies are beginning to lose market share to newer players who focus just on the internet for their business.
The permanently declining economy is heralding the return of provincialism. The Wal Marts will soon be empty. We will be forced to become more reliant upon one another to survive.
Jivox is selling video ads. Video ads are good:
New data released Wednesday show online views of videos soared 66 percent in the U.S. in February from a year earlier, with TV networks grabbing just a pittance of those eyeballs.
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