International: Giant Google/DoubleClick Buddies Up to Advertisers
With Approval of $3.1 Billion Deal Imminent, Search Giant Previews Its Plans
NEW YORK (AdAge.com) -- Consumer groups and rivals have been howling over Google's $3.1 billion acquisition of DoubleClick, arguing it will tighten competition and raise ad prices. But with the deal, expected to pass Federal Communications Commission muster this week, the search king aims to be a friend to marketers, according to Tim Armstrong, who outlined for Ad Age some of the company's plans.
"Today, display online looks a lot like traditional ads offline," said Mr. Armstrong, Google's president-advertising and commerce, North America. "When people do big launches, they do a couple types of creative and a few products. But by having Google and DoubleClick work together, we can help a company use all their products and all their creative."
DoubleClick's display data will be integrated with its own search data into a tool to monitor, measure and optimize advertising across multiple media -- a dashboard, in online parlance.
Not for targeting
That does not mean Google plans to marry search data with the display data DoubleClick collects for targeting purposes. It does not have plans, for example, to target a display ad for an SUV to a person because it knows he previously searched for it, Mr. Armstrong said.
Eventually a dashboard may include offline media, but "the first step of the dashboard is search and display being able to be measured together," he said.
Building a dashboard to analyze the effectiveness of and optimize ad campaigns is not Google's quest alone. Holding companies, private start-ups and online-sales behemoths such as Microsoft also have been working to create such sophisticated management systems.
Google believes the acquisition will help marketers take advantage of the Long Tail of products -- much like search has. Google's oft-relayed example of this is the tech marketer that was able to
advertise only two or three of its products at a time, thanks to the human scale and creative and cost constraints of more-traditional media. Today, thanks to search, that tech company is running ads for thousands of its products.
Helping hand
When asked whether DoubleClick could have made this possible on its own, without the investment from Google, Mr. Armstrong said DoubleClick was working on these types of innovations, but it's in Google's system that advertisers have campaigns loaded to run this way.
There's still a question of what kinds of regulations the Federal Trade Commission will place on the deal. The European Commission, the European Union's antitrust regulator in Brussels, has extended its review of the deal, which could drag the process out until April 2, almost a full year after Google announced it would acquire DoubleClick for $3.1 billion.
Critics of the deal, from Microsoft to privacy advocates, are lobbying last-minute for restrictions. Some argue that combining the largest display-ad server and the largest search player will monopolize the pipeline for internet advertising and mean higher prices for advertisers and lower advertising revenue for web publishers. They suggest those issues will trickle down to consumers in the form of higher prices for goods and services and lower-quality online content due to lower revenue for web publishers. Several consumer-interest groups suggest the merger will lead to weakened privacy practices because of a lack of any competitive threat to Google. As recently as three weeks ago, two senior U.S. senators urged scrutiny of the deal.
Google counterattacks by pointing to the recent mergers-and-acquisitions activity as proof of a competitive marketplace. Less than a month after Google announced the intent to buy DoubleClick, Microsoft bought DoubleClick's smaller competitor, Atlas, through its $6 billion acquisition of aQuantive.
Skipping Dart altogether
And the fact that such a major seller of media would be the proprietor of ad-effectiveness data still has some agencies and marketers wary. "Many marketers are quite uncomfortable with the situation and might look harder for alternative media sources or move away from DoubleClick Dart as their ad-serving platform," said Kevin Lee, chairman of Didit, a search-marketing firm, and author of "The Eyes Have It." (Dart is DoubleClick's system for targeting and measuring advertising. There are two versions, one for publishers and one for agencies and advertisers. The acronym stands for Dynamic Advertising Reporting Targeting.)
"The irony is that co-mingling the advertising and marketing data might actually result in better targeted advertising, but neither the marketer nor many consumers are willing to give any one organization that much power without a proactive opt-in," Mr. Lee said.
"Approve [the merger] with the proper caveats," said an executive close to Microsoft. "Force the divestiture of those areas that are troublesome, like Dart for publishers."
Google also is positioning the DoubleClick merger as a way to bring more relevancy to online advertising and suggests that for consumers, the end benefit is a better online experience.
Mr. Armstrong suggested looking at the early part of the decade. "One reason internet use started to take off again was a better user experience online thanks to things like pop-up blocking and ad relevancy," he said. "That led to much better consumer experience with advertising, and we see more opportunities to help that in the future."
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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