Blog Posts by Author: Joellyn Palomaki
Release 5.2 is here!
We’re happy to announce Release 5.2 of the Adify platform!
Why Facebook Can Be Risky For Brands
Earlier this week Pace Lattin wrote on Industry Pace about the lack of brand advertising on Facebook, concluding that brands aren’t flocking to campaigns and fan pages on Facebook because of concerns over brand safety and lack of control. The risk for customer backlash is just so high, that Facebook promotions are, as Pattin says, “really stupid.”
Samosa Digital is First to Connect Advertisers with South Asian Americans
Today Adify celebrates the launch of our newest partner, Samosa Digital, the first ad network to connect brand advertisers with South Asian Americans, one of the fastest-growing demographics in the United States. To find out more about the South Asian American market and the Samosa Digital story, check out www.samosadigital.com.
Time to rethink your pricey TV spot
A new study out from Nielsen this week shows that online video ads have surpassed TV ads for general recall, brand recall, message recall and likability.
Digital Throttle launches
Congratulations to Digital Throttle, the newest network to launch on Adify's Network Builder platform! Digital Throttle helps marketers reach the automotive aftermarket audience by uniting select, passionate publishers in subcategories such as motorsports racers and fans, off-road Jeep®, muscle cars, motorcycle riders and the aftermarket trade community. Read today's release and find out more about Digital Throttle at www.digitalthrottle.com.
Is Word-Of-Mouth the Same in the Digital World?
On the heels of my blog post that puts into question the value of Facebook for brand advertising, today Facebook released a study in partnership with Nielsen which reveals that both paid and earned media on Facebook increase ad recall, awareness, and purchase intent.
Is Facebook the right place for brands?
News yesterday that brand advertisers are moving spend to Facebook, and that prices for certain ad products are rivaling those of big portals like Yahoo! and MSN - up to $300K per day. So how is Facebook commanding these rates? Targeting.
The Case for Display Ads Online
In his Adotas article last week (1/7/2010), Timothy Hawthorne questioned the appropriateness of the Internet for branding campaigns claiming that “the Internet is a lean-forward medium. People click purposefully, focusing so intently on the objects of their search, that they don’t take their eyes off the road… nobody seeks out display ads.”
Get What You Pay For
The Center For Media Research released a research brief today on the impact of niche targeting technologies on ad pricing, claiming that the ever-growing number of technologies and channels able to target specific audiences will drive up prices and reduce profitability for advertisers.
Call Off the Ad Network Apocalypse!
At Adify, we’re in the business of helping enterprise media companies and niche entrepreneurs create ad networks; in fact, we just announced 200+ networks in June. We’ve definitely contributed to the large numbers of ad networks in the market today, most of which, as Warren Lee points out today in AdAge, were predicted to be “toast” by now.
But, as Lee explains, the market factors that spurned the rise of ad networks – increased online usage, growing number of websites, fragmentation, publisher lack of a sales force - aren’t going away. Ad networks are solving problems for both advertisers and publishers, and really only creating problems for the media buyers and planners who need to understand what each of them can contribute to the overall media plan.
Autotrader.com launches Autotrader.com Access
Today Autotrader.com announced Autotrader.com Access, a new vertical ad network powered by Adify which enables advertisers to target prospective car buyers both on automotive, and other related content sites. Read more from Mediapost and ADOTAS.
The Financial Times announces Adify deal
The Financial Times today announced a deal with Adify to launch a new partner site intiative aimed at increasing targeted inventory. Read more here.
Golf Audience Network launches promoting The Masters
Congratulations to Golf Audience Network on their launch! To find out more about the network, click here.
Gourmet Ad’s Benjamin Christie shares tips on ADOTAS
Want to fire up your BBQ campaign? Benjamin Christie explains the benefits of roadblocks around the Memorial Day season. Check out the feature here.
SixApart educates publishers on Adify’s new International Minimum Pricing feature
Check out the blog post here.
ADOTAS Q&A with Benjamin Christie of Gourmet Ads
Benjamin Christie of Gourmet Ads, a vertical network powered by Adify, recently sat down with Edward Barrera of ADOTAS for a Q&A session. Check out the article here.
ADOTAS features 2009 predictions from Russ Fradin
As the year draws to a close, ADOTAS featured some predictions for 2009 from Adify President Russ Fradin.
Reuters + Politico: A New Model for the Newspapers
The decline of the print media is old news, but it seems that our recent economic woes are fast-tracking the descent.
Ouch! Are Network Efficiencies Really a Double-Edged Sword?
Friday on ClickZ, Kate Kaye wrote about the double-edged sword of ad network efficiency – while targeting technologies have allowed publishers to monetize previously unsold inventory, they’ve also driven down CPM rates as the market becomes saturated with inventory.
Network Building at 40,000 feet
Working with 150+ of them everyday, we know the ambition, dedication, and enthusiasm our Network Builders put into the growth of their vertical ad network businesses, and we Adifiers try to match it with our own. Today one of our networks took it to a new level – literally.
SustainLane Green Ad Network Doubles Audience
Today one of the Adify's oldest partners, SustainLane Green Ad Network, announced that it has doubled the size of its audience this year, now reaching 21 million users per month.
Going vertical as growth takes a dive
We’ve all read the grim forecasts - the growth of online advertising will see a significant decline in the coming year.
DriverTV launches ad network
Congratulations to DriverTV on the launch of their new network. Through high-quality video and other visual tools DriverTV provides a whole new way for new car buyers to experience their purchase options. Member publishers will showcase driverTV video content on their sites through the DriverTV Network paired with targeted overlay and display advertising. To read more about the launch, click here.
Travel Channel Media launches FlightDeck
A big Adify welcome to Travel Channel Media's FlightDeck! To read more about the latest addition to the Adify platform, click here.
Congratulations to Cyberhomes Real Estate Ad Network on their tremendous growth!
In the last six months since its launch, Cyberhomes Real Estate Ad Network has grown to more than 50 publishers delivering over 100 million impressions. Click here to read more.
Do you know where your brand is?
Are respected brands really warming up to racy content, or are they just getting surprised by it? That’s the question that Mike Shields investigates in his recent Media Week article “Ads for Respected Brands Hit Racy Sites.”
My vote for feel-good campaign of the election season
Today I raise my free cup of coffee in praise of Starbucks, whose current Election Day campaign I consider to be the clever, feel-good move of the season. Just when we’re all starting to overdose on the smears and accusations, Starbucks swoops in to give us all that warm and fuzzy push we need to make it to the polls.
I caught the pre-roll teaser yesterday while watching some videos on CNN.com, and admit I was feeling a little weepy as it reached its inspirational climax. This was brand building at its best – I visited the website, sent the link to several friends, visited the actual brick & mortar store, tipped the barista, and am now blogging about it all. However, when you consider the effectiveness of their campaign, none of this compares to the experience that Starbucks created for me – they made me feel good. It’s the same feeling you get when you put on your little “I voted” sticker. I felt good for having voted and so did all the other people in line with me. The barista was proud to give me my free drink, and here I sit, smiling and reflecting on it all, drinking my delicious cup of coffee.
Some may say I’m just a little too vulnerable to things that pull at the heart strings, but that low-budget video got me to do more than just vote, and I wasn’t the only one in line.
This just in – this morning Starbucks was informed that their caffeinated incentive is actually illegal; however keeping with the goodwill spirit of the campaign, they extended their offer to anyone who asks for a cup of coffee.
Caring.com Launches First Ad Network to Reach Family Caregivers
Congratulations to the Caring Alliance on the launch of the first vertical ad network to reach baby boomers that are caring for an aging parent.
Publisher Q&A: How much money can I earn?
Adify’s Network Builders actively recruit quality independent sites for their premium, vertical ad networks. As a result, over 6000 independent web sites have joined networks powered by Adify. Publishers vary in size and experience and we thought that sharing a common question and answer from time to time would be valuable to other interested publishers. Today’s question:
“My blog is so new that I don't know if I'm even eligible. I'd love to learn more about the bridal network. Do you have any examples of how much money small blogs can earn?”
The Adify answer:
The amount of money you can make is contingent on three factors – size of your audience, quality of your site and placement of your advertising.
First - Size of audience – you have to measure it and Adify recommends using both Google Analytics and Quantcast. Each one will require placing a little bit of transparent code on your site. Quantcast delivers very interesting data on your visitors such as their demographics and behaviors, and Google will tell you how long they spend on your site, where they came from and what pages they visited. Both will tell you how many times the pages in your site were viewed (impressions), which can help you get a better idea of your potential earnings. The highest quality advertisers buy on an CPM basis – Cost per Thousand impressions. If you only have 10,000 impressions, you’ll get (10,000/1000) * rate. So traffic is the key to money.
Second is the quality of your content and design – the more attractive and professional you make it, the better for higher rate advertisers. Adify and our Network Builders constantly review both applications and existing sites to ensure that our publishers are delivering the quality experience and audience that advertisers expect. Publishers are coached if there are quality issues and advertising can be withheld from their site until the issues are addressed
Third is the number and placement of ad spaces on your site – you do not want to over-clutter as it marks you as low quality and uninterested in audience experience. You want to have about 3 ad spaces per page and two should be “above the fold” - i.e. visible when someone first comes to your page and doesn’t scroll. The entire ad unit doesn’t have to be visible, but some of it should be. Ad Age just reported on the clutter trends – and right now, Neilsen and comScore have both shown that less clutter leads to higher rate and higher impact advertising.
We hope this is helpful – discover the right vertical ad network for your quality independent sites at www.adify.com/networks.
Ad networks for brand advertising
On the IDG blog The Aggregation of Fragmentation, Kevin Normandeau discusses the use of ad networks for brand advertising.
Adify-powered Good Health Advertising debuts high in comScore rankings
Congratulations to Good Health Advertising, another Adify-powered network that can now be found in the top category rankings in comScore.
What Brand Advertisers can learn from the Presidential Hopefuls
As the pack of hopefuls is whittled down to two, a lot of virtual ink has been spilled over the presidential candidates’ online tactics, and who got the best ROI looking at dollars spent vs. dollars raised – but that’s not the number that matters on decision day, and brand advertisers should keep this in mind. Though your results may not be immediate or measurable, taking the time to build a relationship with your audience will ensure that when they take out their wallets to vote with their actions, they’ll choose your brand.
The Long Tail Starts Wagging the Dog
"Why does a dog wag its tail? Because a dog is smarter than its tail. If the tail was smarter, the tail would wag the dog."
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