Articles of the Day


Mindshare Wants A Lotame, And A Lot Of You: Cuts Deal Based On How We Spend Time Online — In a Madison Avenue first, WPP’s Mindshare unit has cut a
deal to begin serving ads to social media users based on the time they
actually spend engaged on social media sites, and the advertising content
surrounding them. The deal, details of which will be announced today with
Lotame, the developer of an advanced audience behavior targeting system, is
another step by a major agency away from the classic advertising model of
placing ads based on the context of media content and instead moving to one
based on the context of the audiences consuming it.

AT&T’s VideoCrawler: Part Of A Bigger, Three-Screen Content Distribution
Plan
— A strange launch at a strange time, and from a strange source: AT&T
rolled out a beta version of VideoCrawler, an online video search and
aggregation engine. The public beta comes about three months after an even
softer launch designed to help the company work out VideoCrawler’s kinks,
and AT&T partnered with video search tech firm Divvio in its development.
Divvio founder and CEO Hossein Eslambolchi is AT&T’s former CTO.

FT.com Relaunching This Week: Pink Front Page, New Name Target ‘Obsessive’
Users
— FT.com will tomorrow roll out the latest installment of its
long-term web redesign with a pink front page and a region-specific
homepage for its growing Middle East audience. Those are some of the
immediate changes but, as a redesign, it’s more like a war of attrition:
more changes are on the way but the whole process won’t be over for some
months. In an interview with paidContent:UK, FT.com editor James Montgomery
spoke of his long-term goals and why there’s no money to be made in
attracting casual users.

Facebook Launches New Ad Product, Still Lags Behind MySpace — Facebook may
have passed MySpace in terms of worldwide audience, but the social
networking giant has struggled to sell ads as effectively as its
competitor. Today, the Palo Alto company is unveiling its latest ad format,
called “engagement ads” which prompt a user to do something within the ad
unit, such as post a comment about a product or RSVP to watch a TV show.
Once a user engages with an ad, a message would then be sent through the
news feed to his or her friends list. As the Journal points out, Facebook
has a lot to prove with the new format, which is being made available to
all of its advertisers after four months of testing. According to comScore,
Facebook’s share of U.S. online display spending was just 1.1% in June. By
comparison, News Corp.’s Fox Interactive Media unit, which includes
MySpace, was the market leader in display spending with 15.9%.

For Professional Content, YouTube Pales Next To Hulu — New York Times
technology writer Saul Hansell says Google’s recent move to put
feature-length films and TV shows on YouTube is — like most of the online
video giant’s forays into professional content — more show than substance.
Hansell claims that Google is merely intimating that the professional video
market could become a core moneymaking strategy for YouTube, without really
making the commitment to it. Meanwhile, Hulu.com, the joint venture from
NBC and Fox, is starting to establish itself as the most prominent site for
professional TV shows and movies. As Jim Packer, MGM’s co-president, tells
the Times, “We will have some long-form videos up on YouTube, but I don’t
think that’s the platform to have 30 or 40 movies up at once. I feel much
more comfortable doing that on a site like Hulu.”

Advertising Earnings: Miva Raises $10 Million Credit Line, Posts Q3 Loss;
Marchex Fares Better
— PPC-centric ad network and media company MIVA has
secured a $10 million credit facility from Bridge Capital Holdings
subsidiary Bridge Bank, NA. America’s Growth Capital arranged the credit
line, and MIVA was eligible to borrow $6.5 million of it as of the end of
Q3. The Fort Meyers, FL-based company will use the funds to expand
distribution of its ALOT toolbar, roll out a new media platform (and likely
stave off potential buyers like Blinkx). MIVA seemingly needs all the help
it can get. In today’s Q3 earnings report, the company posted a $10.5
million loss (or 32 cents per share), in contrast to a $3.3 million loss
(12 cents per share) in Q307. Part of the loss stemmed from the company’s
restructuring program—which resulted in a $2.7 million charge in the
quarter—but revenues were also headed the wrong way, down 21 percent to
$28.1 million. CEO Peter Corrao said that MIVA’s restructuring program and
the new ad platform should get the company profitable in 2009.

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