Snippets From A Fast-Changing World

An independent observer looks at things differently to someone who is right in the middle.

Media Buyers Say NYT Advertising May Actually Get A Boost From Paywall

David Kaplan twitter @davidaKaplanMar 18, 2011 11:15 AM ET

Media buyers don’t expect the New York Times’ online ad revenue, which was up double digits last year, to take a hit from the company’s new digital subscription plans. Some even see a scenario where the NYT will be able to charge higher rates—if the newspaper hits the expected number of “heavy users” which may offer proof of “more engaged” readers.

When it comes to digital ad revenue, the NYTCo’s experience has mirrored most major publishers. In Q4, digital adsremained a particular bright side in general, as that segment rose 11.1 percent to $113.2 million. Citing a “volatile ad market,” the company experienced a 7.2 percent drop in print ad dollars...more

Dentsu and Facebook Announce Agreement to Support Advertisers in Japan

TOKYO – Dentsu Inc. and Facebook, Inc. announced an agreement under which Dentsu will become the official representative of Facebook’s sales and marketing support to companies in Japan.

Under this agreement, Dentsu, as Facebook’s official ad sales representative in the Japanese market, will provide consultation on effective Facebook Page (see Note 1) development, exclusively market Facebook Premium Ads, and offer new marketing strategies utilizing Facebook that are tied into ad placements in the mass media to advertisers in Japan...more

Google to Help Broker Video Ads

By AMIR EFRATI

Google Inc., trying to become a middleman for selling video ads on the Internet, will soon test a service that matches advertisers with website publishers, including Google’s own YouTube video site.

The Silicon Valley company is creating the video marketplace within its DoubleClick Ad Exchange, Neal Mohan, a Google vice president for product management, said in an interview. It resembles existing exchanges used to sell graphical and interactive ads, a category known as display.

Such exchanges allow companies to bid to place ads across different websites in real time, or right at the moment a user has called up a particular Web page...more

Omnicom in deals to target online ads

by Tim Bradshaw in London

Omnicom, one of the world’s largest marketing services groups, has struck what it claims are industry-first partnerships with AOLYahoo and Microsoft, to gain direct access to the internet companies’ consumer data.

The deals, which follow a similar agreement with Google last year, will give Omnicom’s agencies the ability to target advertising to particular locations, ages and demographics across the web’s biggest media networks...more