Behind the Buzz - digital and interactive advertising and marketing

Digitivity and 24/7

by Rachel on September 20th, 2007

David Moore, CEO 24/7 Media: Looking at vision of online advertising

• Objective is to target better than any company on the web.
• Projected online ad spend: by 2010 around 10% of spend will be on the web. Media consumption vs spend is still the wrong balance. More time spent online than the % of spend.
• Online ad firms are being consolidated onto web/software companies. Competition for ad agencies are Google and Microsoft. Google hired someone from O&M..they say do no harm but their aim is still to dis-intermediate everything and everyone.
• Google are soon eliminating commission in the EU - did so in US a while ago. Changing the market again - can help the big guys better than the small ones
• Bought up the concern about advertisers being next to content they are uncomfortable with - UGC is difficult to manage (see Facebook etc)
• behavioural targeting is getting far better results.
• Tracking and placing ads across sites starting to be putting in place. ie go to Walmart, look at DVDs, then go to another site in the network, can show them DVD ads
• Video - google server 9billion videos in July. that’s when TV viewing levels are at the lowest.

Q: how about mobile spend? A: The latest projection I saw yesterday is 2.4b by 2010. We are pursuing mobile, but it is not something we chase a lot - work on commission and value is not there at moment. We are looking at getting the carriers to use our technology to serve ads, better than chasing actual sales.

Q: what % of networks allows behavioural targets? All of it. There are an infinite number of ways to target behaviourally; the key is the mass - how many are there. Some niches are too small to be efficient. We have about 36 screens/categories and then we can drill down.

Tags: 24/7, online+advertising

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