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Archive for April, 2010

BrightRoll Study Reveals Agencies Perceived Greater ROI From Online Video Advertising in 2009

BrightRoll, the leading branded video advertising network, today released the results of its second annual Online Video Advertising Report, which explores spending patterns and sentiments towards the online video ad sector. While last year’s report indicated that online video was still a nascent medium, this year’s findings reveal that advertisers are becoming increasingly reliant on online video as a proven means to reach targeted audiences at scale.

BrightRoll, which, according to Quantcast, is the largest video ad network in the U.S. and reaches 54.6 million viewers per month, conducted the study as part of its mission to uncover and share insights that will help move the online video industry forward. The report was based on data from a survey of executives and media buyers at leading advertising agencies across the country and found that online video has continued to grow in terms of effectiveness and value. This perceived increase in value from online video buys will continue to drive growth in this category, as evidenced by the fact that in the 2009 study 87% of respondents planned to devote more of their budget to online video, whereas in 2010, 94% of respondents plan to increase their spending in this area.

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Geoff Ramsey to Deliver Keynote Presentation at San Francisco

eMarketer CEO Geoff Ramsey will give a keynote presentation at ad:tech San Francisco, providing context to IPG Media Lab executive director Lori Schwartz’s profile of four hot San Francisco tech companies. The session is titled “White Hot San Francisco Tech Companies & Why They Matter,” and will take place on Tuesday, April 20 from 5pm to 6pm PDT.

Following each company profile, Mr. Ramsey will provide attendees with an inside look at the space in which each company operates. In his engaging and data-enriched presentation, Mr. Ramsey will provide his customary inside look at the numbers and evolving consumer trends to provide context and a strategic perspective for each featured company.

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Palm and Modernista Part Ways

Palm is severing ties with its agency, Modernista, and is in the early stages of talks with other agencies for its future ad needs, according to executives familiar with the matter.

Modernista has handled advertising for Palm since the technology company launched its Pre smartphone last summer.
Modernista has handled advertising for Palm since the technology company launched its Pre smartphone last summer.

Boston-based independent agency Modernista has handled advertising for Palm since the technology company launched its Pre smartphone last summer and the cheaper Pixi device later in the year. Palm reported poor sales in March and has since outlined a marketing strategy more focused on point-of-sale than brand advertising.

Both Palm and Modernista declined comment on the moves, but according to one executive familiar with the situation, the marketer has begun speaking to shops about its forthcoming marketing needs.

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