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Here comes behavioural targeting

Posted in Google, Online Marketing by Pankaj Gudimella on March 11, 2009

Google will monitor the web pages that individuals visit and the videos they watch on Youtube, which it owns, to compile a profile of each internet user. It will then use the information to serve up ads to viewers based on their interests. For example, someone with a history of browsing a lot of car websites would be sent car ads.

More here.

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Online TV ads no longer afterthought

Posted in Online Marketing by Pankaj Gudimella on May 20, 2008

Conscious that millions of people are now watching TV shows online, marketers are likely for the first time this year to make digital-ad buys a key part of their “upfront” ad-purchase negotiations with TV networks, media buyers say. “The digital ads aren’t a throw-in after the main conversation is over. It’s now part of the main conversation,” says Alan Schanzer, managing partner at MEC Interaction North America, part of WPP Group’s media-buying and planning unit Mediaedge:cia. Major TV networks sell about 75% of their ad inventory for the coming fall season during the upfront. Digital ads historically haven’t made up a significant portion of these buys. But marketers say they increasingly are looking to purchase digital ads as part of a package with their standard TV commercials so that they can reach the audiences watching a show regardless of whether it is on TV or the Web. Web audiences have become sizable enough that they can’t be ignored.

Source:Wall Street Journal

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Guessing the Online Customer’s Next Want

Posted in Data Mining, NYTimes, Online Marketing by Pankaj Gudimella on May 19, 2008

Marketers have always tried to predict what people want, and then get them to buy it.

Among online retailers, pushing customers toward other products they might want is a common practice. Both Amazon and Netflix, two of the best-known practitioners of targeted upselling, have long recommended products or movie titles to their clientele. They do so using a technique called collaborative filtering, basing suggestions on customers’ previous purchases and on how they rate products compared to other consumers.

Figuring that out is not so easy. For one thing, people do not always buy what they like. Someone may buy a sweater for their grandmother even though they dislike it and would never get it again. Similarly, a person who rents a movie may actually detest it but knows her child likes it. Or a film that was seen on a small airplane screen may garner a lower rating than if it were seen at a large multiplex.

More here from NYTimes.


Posted in Analytics, NYTimes, Online Marketing by Pankaj Gudimella on May 19, 2008

In the past few years, Web publishers have made a big bet on booming online advertising revenues. But the economic slowdown may be throwing a wrench into those plans.

While search advertising remains strong, there are signs that the growth in online advertising — particularly in more elaborate display ads — is slowing down. In the past few weeks, major online-advertising players, like Yahoo and Time Warner, have posted mixed results.

And online publishers may be getting less money for the ad space they do sell. The prices paid for online ads bought through ad networks dropped 23 percent from March to April, according to PubMatic, an advertising-technology company in Palo Alto, Calif., that runs an online-pricing index. Large Web publishers fared the worst in PubMatic’s study, with the prices they received through networks dropping 52 percent.

More here from NYTimes.

32% increase in Online Ad Revenues in 2007

Posted in Online Marketing by Pankaj Gudimella on April 2, 2008

According to Strategy Analytics’ latest research, global expenditure on online advertising rose by nearly a third to $47.5 billion in 2007 and is set to pass the $100 billion mark by 2012. The report, “Online Advertising: Global Market Forecast,” notes that while web video commercials are a relatively recent innovation, they already generated revenues $1 billion last year, and are expected to be the fasting growing online ad format, reaching $7 billion by 2012 at an average annual growth rate of 48%.

Read the press release.

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