Microsoft To Sell Search Ads Through Facebook

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

This just in: Microsoft announced at its annual financial analyst meeting today that it has extended its existing relationship with Facebook.  Official MS release indicates "Microsoft will work with Facebook to bring its customers Live Search-powered web search and search ads by the end of the calendar year." 

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Who Should Buy AOL?

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

Word is that TimeWarner is in talks with both Yahoo! and Microsoft about potentially selling AOL to one of the two. To be honest, I don’t think an acquisition of AOL gives either MS or Yahoo! the presence that a MS/Yahoo! marriage would build against Google. 

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As The Yahoo! World Turns

Shar VanBoskirk

Just when we all thought the curtain had closed on the soap opera surrounding Yahoo!, the media company announced it officially ended talks with Microsoft and instead entered a partnership with Google – a match both firms hope has revenue upside of about $800 million.

I’ll admit, I’m still scratching my head on exactly why Yahoo! thought this move was a smart one for them.  I see the deal as:

*A great move for Google.  Google – which already has about 60% of consumer searches and its own vast paid search and contextual network – now has access to and will make money off of its primary rival’s inventory.

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Interactive Marketing Maturity Research

Microsoft to Buy Yahoo!...Take Two

Platform A: Too little too late for AOL?

Shar VanBoskirk

The online advertising world is abuzz this Monday morning about the press release from AOL which just crossed the wire.  Specifically, AOL announced that it will:

  1. Create a new online advertising platform, called Platform A, which will integrate the media and technologies across all of AOL's current ad networks including Advertising.com, TACODA, Third Screen Media, Lightningcast, and ADTECH
  2. Relocate its corporate headquarters to New York City

I see this announcement as further fodder for my argument that online advertising is trenching for a comeback, and moving forward will be the backbone of every marketing campaign.  Particular to AOL, I think this is interesting timing for a very aggressive move.  Leadership in the online advertising space was AOL's to lose 5 years ago and that is exactly what they did.  The decision to create an integrated marketing platform and locate themselves where the advertisers are is a great move, but is it too little too late?  Why now for AOL?  Why didn't they make a decision of this scale years ago before they fell into fourth place in the race?

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Yahoo!/Blue Lithium Further Validates Online Display Ads

Shar VanBoskirk

The announcment that Yahoo is buying ad network Blue Lithium comes at a ponderous time for me since I'm just wrapping up the research for Forrester's forecast of Interactive Marketing Spending and (report is due Sept 28).  Per that research, I'm finding that indeed interactive budgets are on their way up with marketers (still) most interested in search and (newly interested in) online video. Display ads continue to be a part of almost all online campaigns and yet no marketer has much to say about them.  Marketers and vendors alike have commented that display ads as a medium have undersold themselves since the early 2000s.  Basically display ads have capabilities that no marketer knows/cares about.  Or that has not yet been fully exploited.

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The Future: Immersive Marketing?

Shar VanBoskirk

I'm right in the middle of researching Forrester's Interactive Marketing Forecast -- our big sizing report which forecasts spending in different interactive channels five years into the future.  In addition to leveraging a quantitative study of marketers (which some of you helped with -- thanks!), I'm also conducting a series of interviews with media providers, vendors, agencies and interactive marketing experts to help me prioritize trends and build out an accurate market sizing. 

Last week as part of my research I spoke to Jim Nail, ex-Forrester analyst and current CMO of TNS Media Intelligence/Cymfony and Jeff Lanctot, VP of Media and Client Services for Avenue A/Razorfish.  Both independently mentioned a key theme defining the future of interactive marketing which I've been noodling on since my conversations with them.  I'm paraphrasing a bit, but the theme is that of immersive marketing -- that is the idea of creating marketing programs that:

Create a cohesive and all-encompassing experience across any channel where the customer is.

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FTC review of Google/DoubleClick: No big whoop

Shar VanBoskirk

You have probably heard the scuttlebutt around the FTC investigation into Google's acquisition of DoubleClick.  Last week, the FTC confirmed that it would conduct an antitrust review of the deal, paying particular attention to the amount of consumer data DoubleClick gives Google access to.   

My take is that this is all much ado about nothing.  Why?

*Google is an easy target.  Google is so large, and has seen such rapid growth over the last 3 years, that we all (competitors, consumers, government officials, press, industry analysts) can't help but be a little suspicious of them.  And maybe a little jealous of their wealth and presence. 

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aQuantive Acquisition Signals Major Shift In Media/Advertiser Relationships

Shar VanBoskirk

Early this morning Microsoft announced it will buy online marketing company aQuantive -- the holding parent of interactive agency Avenue A/Razorfish, display and paid search ad mangement platform Atlas and inventory management system DrivePM.  The $6 billion deal cash deal represents an 85% premium to aQuantive's closing price last night and will likely close during the first half of 2008.

I think there are two obvious calls to make based on this deal:

1.   The acquisition certainly builds out Microsoft's access to the entire online advertising supply chain.  Prior to the acquisition Microsoft had the execution channel -- sites where advertisers could buy ads.  Now, they also have the upstream pieces of this chain:  planning, strategy, creative.  WPP is working toward a similar goal with its recent announcement to acquire 24/7 Real Media.  But WPP had the planning, strategy, and creative pieces and bought 24/7 for access to the downstream channel.   

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