Media Buying

MySpace is now letting its current advertisers test their contextual and group targeting system, which lets advertisers target direct groups and sub-groups, with targeting broken down to the demographic level. The company plans to take this advertising system one step further, opening it up to any advertiser who wishes to use MySpace as a targeted market platform.

Simple display isn't so simple any longer thanks to the addition of rich media to AdBrite's network. This week, AdBrite announced the addition of rich media units which can be purchased and sold through the platform.

The question of “How to Effectively Buy Online Video” sounds all too simple to demand an explanation. That said, we hear it so often that it seems to have fallen victim to market confusion. The answer is clear, but it is entirely dependent on the scale of the reach you are trying to achieve coupled with the relationship between price and inventory quality.

Whether you are buying video ads from a portal, publisher with multiple sites or a video ad network, there are 10 questions we recommend that you ask before committing to the buy.

YouTube contacted partners earlier this month to let them know ad revenue credited against their videos would be adjusted. “Any change to revenue should be zero or, in some cases, positive up to around 5% (i.e., in your favor),” the e-mail said. YouTube has been under scrutiny in recent weeks for its ability to monetize the massive number of video views on its site. In addition, a number of partners, such as Perez Hilton and “Break a Leg,” have publicly expressed frustration regarding the low effective CPMs they are getting from YouTube videos.

As brands invest more money in online video advertising, one trend appears clear: most play it safe. But is that the right thing to do?

While there are plenty of rich-media ads created and lots of ad networks to provide them, the media buys haven’t occurred. Why? The problem isn’t targeting, ad formats, supply or demand. The problem is the inability to scale in-video media buys

The biggest boon for advertisers in Google's new media-planning tool: insight into the Long Tail sites that don't currently show up in Nielsen or ComScore's panel-based web measurement and planning services.

Speaking at Supernova2008, a business-centric tech conference that kicked off this afternoon within shouting distance of San Francisco Bay, YouTube's Jordan Hoffner pointed out that many of today's advertisers aren't all that interested in the so-called fragmented audience.

VisibleCampaign helps advertisers and their agencies understand the effectiveness of in-market campaigns and make better decisions about future video advertising investments. As part of its ongoing efforts to determine the true value of Internet video as an advertising medium, Visible Measures also announced today that it has agreed to conduct a series of joint projects in collaboration with Dynamic Logic, the leading digital advertising effectiveness research company.