Thursday, November 15, 2007

New Trends in Online Advertising and PR

New Trends in Online Advertising and PR

At the National Communication Association Convention, Dr. Gallant and Dr. Boone are presenting a
short course on Online Advertising and Online PR. Find out about the latest in search, behavioral targeting and social media in advertising and PR.


Please cite the Source-New Trends in Online Advertising and PR © 2007 Gloria Boone and Linda Gallant -and Share this report with your friends!

Wednesday, May 2, 2007

Free Publicity by Linda Gallant and Gloria Boone

1. Submit your website to Google, Yahoo or other search engines. Make sure
that all of your pages have a title and use metatags so that your site can be

Here is an example of metatags:


<meta http-equiv="Content-Language" content="en-us">

<meta http-equiv="Content-Type" content="text/html; charset=windows-1252">

<meta name="author" content="John Smith">

<meta name="description" content="The best cars for

<meta name="keywords" Content="Car reviews, Best cars, auto buying, top
rated cars, best sports cars, best autos, BMW, VW, Honda, Mazda, Ford,
Chrysler, Infiniti">

<meta name="robots" content="index,follow" />

<title>Top ten cars </title>



The meta tags help search engines find the title, author, keywords and the
description of your site.

Try to give each page a different title. WC3 recommends keeping
the title to 64 characters. Use a title that is descriptive to
your users. Think of what terms they may search for when thinking of your title.

Author information can help some people find your website. Maybe they
remember your name from a meeting, conference or other event.

Descriptions should be clear. Limit your descriptions to around 150 words.

Your descriptions will be displayed in Google: (The Search was
for best cars)

Best Cars 2006 – Top Rated Cars, Trucks and More from
Money Magazine

Money Magazine's annual look
at the best cars on the market.
- 46k -


Similar pages

Note this

Best Cars 2007 - Consumer Reports | 1 |

Best Cars 2007 -
Consumer Reports. To be a 'Top Pick', a vehicle must score
at or near the top of its category in Consumer Reports'
testing, ...
- 32k -


Similar pages

Note this

10Best Cars 2006 - 10Best Cars - Car and Driver
January 2006

To find reviews of the 10
best cars
of the year, visit Car and Driver. Our
automotive hall of fame provides pictures, car
reviews and more., 10Best Cars.
- 69k -


Similar pages

Note this

Keywords should reveal the main words or topics covered on the webpage. Place
the most important terms in the beginning of your keywords. Within the keywords
many developers will use alternative spelling of keywords, plural words, localized terms,
slang or jargon from a particular field or industry. Keywords can be either
words or phrases separated by commas. Do NOT repeat the same word more than
three times because some search engines will look at repetition as abuse or
spam. Although keywords are overshadowed by other factors in search engine
ranking, keywords are now used for RSS feed tags.

Submit a site or URL to a search engines so that people can find your website:


Google is usually the fastest in listing your website. It is very common that
it takes a week to be listed.

In my experience, Yahoo and some of the other sites take much longer to list
a site.



Ask Jeeves- email the human editors at

2. Email some of your friends, relatives and
colleagues about your website. Including the url of your website in your email
so that interested people can just click on your url link.

3. Build a site maps so that the search engines
will index your pages quicker and better. help create a site
map automatically. Remember to update your sitemap when you have added many new

4. Publicize your site of MySpace, Facebook, or other social networks.

5. Write a press release telling other people about your website.
PR Newswire,
Business Wire ,Collegiate
Market Wire,


6. Links are good. Have other websites and bloggers link to your site.

7. List your website on blog list such as,

8. Place a video on You Tube or other video sites that relates
to your site.

9. Create an RSS feed. See for example- Feedburner

10. Eventually, as you get more traffic, submit your site to rankings services such as
Alexa (buttom
of page-crawl site)

Mergers in Advertising: Yahoo, Google, Microsoft are all buying.

Why all the mergers and acquisitions in advertsing and in online market research? Yahoo, Google, MSN, and Nielsen are all involved in recent Mergers. The answer is more money can be generated from expanding networks of advertising and using predictive data about online buying and online buzz marketing. The advertising exchanges give publishers more options for targeting customers.

Yahoo paid $680 million to acquire the other 80% of Right Media. Click Z reports that Yahoo will: " run the exchange (Right Media) as an independent operation as part of its advertising and publisher group. The Web portal also will employ the exchange to sell display ads across its own site as well as affiliate sites in its search ad network and the growing consortium of newspaper publisher sites the firm has aligned with. In addition, Yahoo will employ the exchange for the display ads it provides on Ebay." So Right Media helps Yahoo sell display ads and provide greater connections with other aligned companies like newspaper publishers and Ebay. The Right Media exchange is an advertising auction run in real time. About 1000 publishers use the 4 year old Right Media exchange.

Eventually Yahoo will use behavioral targeting to connects advertisers with particular segments on the excahnge. These ads sell for more money. Brandweek explained that Yahoo is moving toward more behavioral targeting: "Nineteen of the top 20 consumer packaged goods companies use a four-year-old Yahoo! service called Consumer Direct that employs Nielsen's HomeScan unit to monitor the online behavior and purchases of 46,000 consumers, .... Yahoo! monitors the online activity of Consumer Direct users. Cara said Yahoo! looks at thousands of data points including sites visited and time spent online to compile a user profile. Yahoo! then uses findings from that sample to target its 477 million monthly visitors." This data then helps build predictive models of advertising and buying behavior from the smaller sample of 46,000 to the larger population of 477 million. As the predictive models improve, companies find that their advertising has more impact.

Google paid $3.1 billion to obtain DoubleClick. Double Click specializes in display ads and is developing an advertsing auction exchange. The DART sysytem used by Double Click has about 1500 clients. Here is how Carol Krol described DART: "Founded in 1995 and originally called Internet Advertising Network, DoubleClick serves as the middleman between marketers and publishers in the online ad marketplace. Its product line, known as DART, enables agencies, marketers and media companies to target, deliver and track online advertising. It boasts more than 1,500 clients and handles ad serving for display ads, rich media ads, affiliate marketing and, more recently, search marketing."

The New York Post reports Microsoft or the WPP Group want to buy 24/7 Real Media for $1 billion. 24/7 offers a Global Web Alliance of over 1,500 companies. 24/7 has been doing behavioral targeting since 2004, and has added geotargeting with zip codes to its services. 24/7's recent partnership with Dentsu in Japan adds to their attactiveness.

In related news, Nielsen acquired the remaining part of BuzzMetrics and will buy NetRatings.

Friday, April 13, 2007

Google to Acquire DoubleClick for $3.1 million

MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--Google Inc. (NASDAQ: GOOG) announced today a definitive agreement to acquire DoubleClick Inc., a global leader in digital marketing technology and services, for $3.1 billion in cash from San Francisco-based private equity firm Hellman & Friedman along with JMI Equity and management. The acquisition will combine DoubleClick’s expertise in ad management technology for media buyers and sellers with Google’s leading advertising platform and publisher monetization services.

"DoubleClick’s technology is widely adopted by leading advertisers, publishers and agencies, and the combination of the two companies will accelerate the adoption of Google’s innovative advances in display advertising," Google CEO Eric Schmidt said.

Sunday, March 25, 2007 has many updates on advertising

Take a look at for many updates about advertising, online advertising and online pr.

Sunday, February 25, 2007

Celebrities and Brands

We all know that fame sells. Here is some evidence of the impact celebraties have on brands.

"Marshall Cohen, chief industry analyst for the NPD Group, which tracks retail sales, says consumers will pay up to 25 percent more for celebrity branded products, and fashion is where you'll often find them."

"Celebrity business has grown in the past decade tenfold," Cohen told Sunday Morning correspondent Tracy Smith. "Years ago, there was less than 100 celebrity brands in a multitude of different industries. Today, there are well over 1,000 brands that have celebrity ownership and/or partnerships that cross all kinds of industries."

Elizabeth Arden CEO Scott Beattie says: (Elizabeth)"Taylor's fragrance has sold more than $1 billion in the 15 years since it was launched. He said it is still the No. 1 celebrity fragrance in the United States."

Elizabeth Arden CEO Scott Beattie says: "We sold over $300 million globally in fragrances with Britney Spears over the last 2 1/2 years," Beattie said. "We sold over 10 million pieces of product around the world."

Sean "P Diddy" Combs' scent, "Unforgivable," was the fastest-growing fragrance of 2006. But that’s only part of his success. Combs’ Sean Jean clothing line raked in more than $400 million in retail sales last year. He's the poster boy for the latest star-powered trend, the celebrity business.

Read more at:

Sunday, February 18, 2007

Top 20 Celebraties in the Media

The Media is filled with news and gossip about celebrities. People have a public fascination with the rumors, the scandal, the victories, and the pursuit of celebrities.

Look at Eonline’s top twenty celebrities:

1. Anna Nicole Smith

2. Britney Spears

3. Jessica Simpson

4. Paris Hilton

5. Zsa Zsa Gabor

6. Angelina Jolie

7. Justin Timberlake

8. Jennifer Aniston

9. Tyra Banks

10. Nick Carter

11. Beyoncé Knowles

12. Carrie Underwood

13. Lindsay Lohan

14. Kristin Cavallari

15. Whitney Houston

16. Scarlett Johansson

17. Larry King

18. Marilyn Monroe

19. Christina Aguilera

20. Paula Abdul

How many were, are or will be in rehab?

How many were involved in a scandal?

Sex, drugs and Rock & Roll accounts for the majority of the top twenty listed.

Why do people notice them?

Some are beautiful, some are fools, and some are in the news because of tragic or staged events. Their names are often unique.

Celebrities are the modern day equilivant of public royalty, the court jesters and wizards.

There provide average people with the topics of conversation. Blame them or praise them. They give people something to talk about.

Saturday, February 17, 2007

New Media Trends

This blog will look at New Media such as:
  • the increase use of mobile devices
  • the increase in online personalization
  • the changing nature of online advertising
  • the new developments in PR
  • the globalization of online media