Yahoo! Acquires Online Advertising Company

Yahoo! today announced that it has entered into a definitive agreement to acquire Right Media Inc., creator of the Right Media Exchange. The acquisition of Right Media will build upon Yahoo!’s leadership in online advertising and is a key step towards executing the Company’s long-term strategy to transform how online advertisers connect to and engage with their customers - both on and off the Yahoo! network. Under the terms of the agreement, which follows Yahoo!’s 20 percent strategic investment in Right Media in October 2006, Yahoo! will acquire the remaining equity interest in Right Media for approximately $680 million. Shareholders will be paid in approximately equal parts cash and stock, and Right Media options and similar equity awards will be assumed by Yahoo!.

“The acquisition of Right Media will further Yahoo!’s goal to create the industry’s most open, accessible and vibrant advertising marketplace, which will help democratize the buying and selling of digitally enabled advertising,” said Terry Semel, chairman and CEO of Yahoo!. “This acquisition is an important step in our long-term vision to build the industry’s leading advertising and publisher ecosystem. We believe that Yahoo!’s open approach is a clear differentiator from others in the industry and provides significant benefits to advertisers, publishers and Yahoo! itself.”

Right Media’s open exchange will facilitate a frictionless model where buyers have equal opportunity to engage with the largest, most valuable audiences and to extract the maximum value from their campaigns and sellers can access an enormous pool of advertisers and foster competition for their inventory to maximize revenue. Yahoo! will increase its participation in the Right Media Exchange both as a buyer and seller to help increase liquidity in the exchange while empowering publishers and advertisers to generate more value for themselves within this vibrant marketplace.

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Supporting Offline Campaign Launches With Online Marketing

By Martina Steen

As the US online audience begins to see the last of the unconnected users begin serious uptake, and many formerly light and medium users move to a persistent connection, a full integration of Internet marketing into all marketing becomes increasingly critical. In this edition, Martina Steen from interactive agency Refinery (x) sets down the basics for effectively integrating interactive marketing in support of offline product launches. In forthcoming part two, Martina will cover the quantification of results across channels in greater depth.

There is more to integrated marketing than just repeating the same message in different channels. And, it is not an easy task to get the right balance of in-store promotions, mass advertising and online marketing in one campaign. So how should a brand manager use the online channel as part of the marketing mix when launching a new product?

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To read more articles on: marketing, online marketing, Internet marketing, campaign, promotion, online channel, advertising

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A Bleak Future for Email Marketing

Anybody who markets or advertises on the Internet should get into the habit of watching others use the medium. It can be enlightening.

A few years back, I wrote a piece titled " which was fairly well received, even though the subject of the column was a completely unscientific test. And although I wouldn't make important Web-marketing-related decisions based solely on what my mom thinks, I think marketers can gain great insight when they take a break from what they're doing and watch people engage in interaction with interactive media.

I recently went through this exercise again with several individuals, and after the exercise was over I was left questioning the future of email marketing. Although what I am about to say may bring flames galore, I think any dialogue that results from the points I am about to make will be healthy for the industry.

There... Now that that's out of the way, let me throw this out there: It's time to re-evaluate the practice of buying email lists.

While watching several different consumers access and read their email, I was struck by how similar they were in their behavior. Anything that was recognizable as commercial email that came from an organization they were unfamiliar with was immediately trashed or filtered into the trash. The only commercial mailings that didn't get trashed were from companies that the consumer remembered signing up with to receive information or offers. Standalone commercial emails from site partners were lumped in with unsolicited spam and unceremoniously dumped.

OK, watching a group of consumers access and read their email is not a scientific test, but it does raise a few questions: Are consumers so sick of spam that they are no longer open to the idea of receiving information or offers from marketers who buy double opt-in lists? Does the consumer take the time to make a distinction between the email from marketing partners of the sites they regularly visit and the run-of-the-mill spam they get every day?

I would argue that it's fairly tough for a consumer to make that distinction. Though buying a double opt-in list might ensure a marketer that the people on a given list are interested in receiving offers in a particular product category or interest, it doesn't ensure that those prospects are open to the idea of receiving those offers from anybody and everybody. I'm starting to believe that consumers have heard the "You are receiving this because you agreed to receive offers from one of our marketing partners" line so many times that they associate it with useless spam.

My observations didn't indicate in any way that consumers are tired of commercial email in general. They just seemed to be tired of getting it from organizations they weren't familiar with. Most commercial email that the participants directly signed up for was happily opened and read.

What does this tell me? Well, I think it tells me that we should re-examine the idea of buying lists on behalf of clients and instead consider the notion of helping our clients build their own lists.

I haven't seen a study yet that explores which types of commercial email are most likely to be opened and read, but I think it would be interesting if a research company benchmarked the effectiveness of unsolicited spam against legitimate list purchases and home-built lists. I think we would find some surprises.

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Email Marketing Tips: The Truth about Bouncing

MyNewsletter Builder’s savvy tracking system brings you a detailed fact buffet of who received, opened, clicked, and subscribed to your newsletters. It also contains a little-known column under the title of “bounced.” This is not as much fun as it sounds. Bounced email addresses are addresses which did not receive your email for one reason or another. In the case of a busy server, or some other inconvenient truth of internet marketing, the rejected email is referred to as a soft bounce. A soft bounce usually occurs once. A hard bounce occurs when the problem is permanent. This could be caused by the account being rendered inactive, deleted, or perhaps your address didn’t make it to the safe sender list. For whatever reason, the best thing to do is swallow your

Why delete the recipient? If it’s just getting blocked, it’s not causing any harm, so why bother to delete the name? Continually barraging a locked email account with electronic messages has the potential to harm your campaign. It catches the attention of the ISPs, for one. Like hitting on an unresponsive woman at a bar, it only gets more and more apparent that you’re nothing but a nuisance, even if you’re a nice guy who just wants to talk. In short, the worst case scenario is that you could become blacklisted for harassing the disinterested inbox. There are other fish in the sea. Delete the hard bounces and move on!

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