17 Dic paidContent.org – Ad Industry Roundup: Goodmail; NAI; Social Media Ads (Still) Struggling; Quantcast
Washington Post, By Tameka Kee, December 17, 2008
Goodmail to launch video-in-email ad system; Comcast, Cox, AOL, Yahoo as partners: Goodmail Systems, a Silicon Valley-based email marketing provider is slated to roll out an email video system called Certified Video next year. Comcast, Cox, AOL and Yahoo have already joined the service, which will let advertisers insert clips (like TV show promos or movie trailers) into email. The spots would start playing immediately once a recipient opened the message, though they’d have to turn on the sound themselves. Live Nation has signed on as one of the first media clients. NAI retools behavioral targeting privacy guidelines : The Network Advertising Initiative has retooled its behavioral targeting guidelines. It’s the first major update to the ad net trade association’s rulebook in eight years an upgrade that comes almost a year after the FTC suggested its own set of privacy guidelines (though the government actually stopped short of imposing those rules). Some changes include forcing networks to explicitly get consumers’ consent before serving them ads based on sensitive info like social security numbers or medical data, as well as getting parental consent before serving targeted ads to kids under the age of 13. Major ad networks like AOL’s Advertising.com, Yahoo, WPP’s 24/7 Real Media and Google are all part of the self-regulatory group, as well as indie nets like [X+1] and interCLICK. Advertisers’ social net struggles: Aside from the miserable economy, here’s another reason why ad spending on social nets is not growing as strongly as previously anticipated: a survey says that just 3 percent of Internet users in the United States would willingly let publishers use their friends for advertising. Meanwhile, for those who become Facebook “Fans” of a product or marketer, there’s usually very little follow-through by advertisers and so the groups tend to die off quickly. Quantcast deals expected to drive online video measurement: After Quantcast inked deals to measure the online video views for sites run by ABC, Hulu and BBE last week, maybe now Nielsen and comScore will soon do more than just count vistors to those sites. Both companies say be patient, while the Interactive Advertising Bureau is pushing for more thorough video metrics. Meanwhile, social net measurement firm Lotame aims to offer better counting of display ad clicks with a new tool called Time Spent, ClickZ reports.