Daily Archives: July 2, 2007

Yahoo Tests Behavior Based SmartAds

Y! 

Yahoo is testing behavior-based SmartAds, which is a mix of brand and direct response advertising. It allows advertisers to target their message and would place ads on webpages based on the users past web browsing history, instead of basing the ads on the webpages content.  This system would rival Google’s AdSense network which places ads on websites based on the content of their webpages.  Yahoo will work with Revenue Science, a behavioral-targeting company on this test.

Omar Tawakol who is Revenue Science’s SVP of Marketing said that:

“There is a big portion of the Web that’s a contextual desert.” “There’s a ton of sites on the Web like entertainment, blogging and social networking sites-all those sites are better served by focusing on the user, not what’s on the page.”

He says this in favor of behavior based ads, citing the fact that many sites on the web that do not have textual context, which makes it hard for Ads to deliver true and effective ads if going by the content of the website.

I see some flaws in this system.  What if there are multiple users of the same computer?  Can this system tell them apart?  How about privacy issues?  Do all users want to show their browsing and behavior history on the web?  It sounds like a cool concept, but there are some questions that needs to be worked out first.

You can read more about this subject by reading an article written by Brian Morrissey on AdWeek

Google AdSense

Yahoo is also expected to release its own AdSense-like advertising network.  This unlike Yahoo’s recent tests, scans a websites page for its content and then matches that to advertising, much like Google’s AdSense.

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Filed under Advertising Wars, Research and Measurement, Technology

iWhat?

The iPhone — combination iPod, cellphone and pocket Internet device — went on sale at 6 p.m. Friday for $499 and $599, depending on storage.

According to USA Today, it didn’t take long for sales to hit eBay. As of 4:45 p.m. ET on Sunday, more than 2,600 iPhones sold for an average price of $775.03. The highest selling price: $12,500, for a Saturday sale through eBay’s “Buy It Now” feature, which offers items at a fixed sum.

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Filed under Brand Advertising, Technology

7-Eleven Becomes Kwik-E-Mart for Simpsons Promo

Kwik-E-Mart

After months of speculation, the convenience chain has revealed details of its “most massive and complex” monthlong promotion for the July 27 release of “The Simpsons Movie.” Starting today, the marketer will remodel overnight a dozen stores in the U.S. and Canada into the Kwik-E-Marts of the cartoon family’s fictional Springfield, USA hometown.

The CMO of 7-Eleven seems to be going along with the joke as he said:

“When you’re the industry leader, others may want to stereotype or poke fun at you, we get the joke and want to have a little fun with our customers and fans of ‘The Simpsons.'”

Apu - Kwik-E-Mart

Set in Chicago; Dallas; Denver; Burbank, Calif.; Los Angeles; Las Vegas; New York; Lake Buena Vista, Fla.; Seattle; Mountain View, Calif.; Bladensburg, Md.; and Coquitlam, B.C., Canada (on July 3), the stores will remain in drag through the July 27 movie premiere. The stores will switch back to 7-Elevens at the end of the month.

The whole article can be read at AdAge.

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Filed under Brand Sponsorship, Celebrity Advertising