DMNews Digital Insider: News from HP, Visa and Google

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November 10, 2009 Check out DMNews on your smartphone Inside Digital Customized digital content supplements advertising Cara Wood When Bigelow Tea wanted to attract more visitors to its Web site and better engage them, it launched the Tea Talk blog and corresponding social network presence on MySpace, Facebook and Twitter. The social media presence especially came in handy last year, when a subset of customers was outraged at the discontinuation of the Fruit and Almond Tea, and Bigelow — the person — answered.   Latest News Google buys AdMob for $750 million Carol Krol Google has agreed to acquire AdMob, a mobile display ad network, in an all-stock deal valued at $750 million. Susan Wojcicki, VP for product management, and Vic Gundotra, VP of engineering, said on Google's company blog on November 9 that "this acquisition will enhance Google's existing expertise and technology in mobile advertising, while also giving advertisers and publishers more choice."   Visa integrated campaign ties to Vancouver Olympic Games Dianna Dilworth Visa is conducting an integrated campaign for the 2010 Olympic Games in Vancouver to urge consumers to use the company's credit cards while traveling there. The effort builds on Visa's effort for the 2008 Beijing Olympic Games, which used the tagline, "Go World."   HP developing behavioral tool Carol Krol Hewlett-Packard, a marketer that has moved 40% of its ad budget to the digital space, is beta-testing i-catcher, a behavioral tool that it plans to launch in March 2010. I-catcher charts consumers' attention to each piece of content on a Web page. Some HP customers are using the product in beta, but the company would not reveal the identity of those clients.   Q3 declines don't tell digital story Mary Elizabeth Hurn Third-quarter earnings for the "big four" advertising holding companies were dismal year over year, yet experts queried by DMNews painted a rosier picture for digital advertising — because it shows ROI.   Consumers not expected to wait for Black Friday or Cyber Monday for holiday gift purchases Carol Krol With Thanksgiving falling late in November, consumers will start shopping prior to so-called Black Friday and Cyber Monday, according to Experian's data analysis. Those days mark the start of the Holiday shopping season.   Opinion Social commerce: Strategies for extending online shopping beyond the e-commerce site Fumi Matsumoto, Co-founder & CTO, Allurent For many retailers, 2009 has been the year of social media. Forrester Research reported that 64% of retailers surveyed invested in social media this year. Investment so far has been primarily around interactive marketing and a fairly straightforward presence in blogs, or other third party social media such as Facebook, Twitter, or YouTube. But for retailers interested in expanding their distribution channel, social media and social networks are quickly becoming an area that they cannot ignore.   The DMNews Essential Guide to Search Engine Marketing DMNews Essential Guide to Search Marketing now online The 2009 DMNews Essential Guide to Search Marketing is now available online. Click on the image or headline to read.   Should CPA replace your CPC model? Dan Yomtobian, CEO, ABCSearch The cost per click (CPC) and cost per action (CPA) advertising models have been vying for first place in ad spend for several years now. The debate over which method is better still has not been resolved. On the surface, CPA makes a lot of sense, especially for an advertiser. Who wouldn't want to invest in a plan where you only pay for advertising if and when a customer actually buys something?   30th Anniversary Celebrate DMNews' 30th anniversary by sharing your knowledge of direct marketing history Caples Community BBDO EVP Emma Armstrong explains how FedEx used an audio greeting in drop boxes to promote NASCAR's Sprint Cup Agency Business Report Click below to view all agency profiles

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