Ad Industry Roundup: Display's Death?; Glam Japan; Collective Media; 24/7 Real Media
This story was written by David Kaplan.
Whither display?: The woes of online publishers and ad firms that rely on banner ads and the like have been adding up all year, but the economic crisis could push the format over the cliff. Some media execs see salvation though by promoting old fashioned "reach and frequency" as opposed to clicks. MEC Interaction Managing Director Carrie Frolich: "The industry is still focused on impressions as a currency," she tells Mediaweek. "People are not impressions."
Glam Japan opens: A few months after Glam Media picked former DoubleClick Japan head Yukihiro Yamamura as CEO of its new subsidiary Glam Media Japan, the female-focused lifestyle ad net is ready to launch the network with 20 local sites. This might seem like a bad environment to rely on luxury ads, but Glam Japan has so far attracted sponsors such as Fendi and MHD Diageo Moet Hennessy, as well as beauty products marketers like Maybelline.
Collective Media's latest network : Collective Media has launched a new performance-based ad network, called the Directive Network, which aims to give advertisers a clear read on where there ad units will be running. The network will also only feature comScore (NSDQ: SCOR) Top 1000 publishers, further refining the site pool in the hopes of attracting brands that have become increasingly wary of blind, run of network buys.
24/7 Real Media, OgilvyOne enter JV for China ad net: The two WPP Group units are prepping a display and ad net in China for a January launch. The ad net will expand on efforts that already underway from OgilvyOne China's ITOP Performance Marketing division. The ad net will focus on categories like IT/telecoms, fashion/entertainment, and business/finance.
By David Kaplan