Welcome to NewsReady, a monthly update on everything happening here at AdReady.
In This Issue
The big news around here is the announcement of our new President and COO, Karl Siebrecht. You might remember him as the President of Atlas, part of aQuantive. We'll fill you in on Karl's move, and we also have another advertiser tip, more eye-catching (and effective) creative for the holidays, and highlights from a new Nielsen study on display advertising.
Here's everything in this month's issue:
We hope you enjoy NewsReady! To keep up with the latest AdReady news, check out our blog, and follow us on Twitter.
|Ad veteran Karl Siebrecht joins AdReady as President and COO
If you know the online advertising industry, then you know Karl Siebrecht--and you know why we're all pretty excited around here.
Karl was the guy who built aQuantive's Atlas from the ground up, before its acquisition by Microsoft. aQuantive was one of the largest advertising technology companies in the world at that time, and the acquisition--for $6 billion in cash--is still the largest purchase in Microsoft history. That's also roughly twice what Google paid for DoubleClick around the same time.
Karl was later introduced to AdReady by one of our advisory board members, David Rosenblatt--who also happens to be the former CEO of DoubleClick (and Karl's biggest competitor while at Atlas!).
You can check out a great Q&A with Karl from TechFlash, in which he talks about why he joined AdReady, and his reaction after our CEO Aaron Finn gave him a demo: "I was just floored by what they had built because that was what we had always talked about as the next generation of where we wanted to take (aQuantive's) Atlas."
Read the TechFlash Q&A.
Check out the press release.
TIP OF THE MONTH
Test on multiple publishers
If you're doing search marketing, it's easy to spend all your money in one place: Google. With display advertising, no single network or publisher site reaches all of the people on the Internet--and even successful campaigns can burn out a finite subset of users. That means it pays to run ads across multiple environments, and then to test and re-test to keep performance up.
Read more about this tip on our blog.
CREATIVE OF THE MONTH
New holiday templates
Every month, we feature a piece of "killer creative." This month, we wanted to let you know that we now have new holiday-themed creative available. You can find it in the AdReady tool, all categorized by best performers, most used, and newest. You can also see impression and CTR data for each piece.
For more hands-on help with your creative, check out AdReady Premium.
Display advertising: "The Little Ad Format That Could"
A new Nielsen study released just this week revealed that display may be more effective for retailers than search advertising. That's right: more effective, hands down, than search.
The backdrop for this story is that advertisers are moving away from click-through rates as a metric for success, and everyone from Google to Yahoo is stepping up their display efforts. Also, out of the top 50 search terms, only three weren't branded--and they were pornographic. Ken Cassar, VP-industry insights at Nielsen's Online division, said:
"When you take a step back and look at that together -- the fact that such a high percentage of people go directly to retail sites and even those that search generally have a pretty clear intent as to which website they'd like to go to -- it makes a compelling argument that brand and past experiences [with a marketer] matter an awful lot and will be far more significant determinants of success than any customer acquisition strategy that they're going to engage in."
Read the rest of the article.
Until Next Time
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