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Longstanding investor in Looksmart (and a 69 yr old ex-tradesman), who has a passionate interest in the problems of newspapers along with their success in all their monetisation attempts made, on the web. For the "times are indeed, a changin", I feel. [17th of Aug, 2011 - Print media... More
  • Omnicom are now a likely Looksmart AdCenter partner? 2 comments
    Aug 2, 2009 10:23 PM | about stocks: OMC, LOOK, LOCM


    Following on (some research) FWIW to readers - Just my "thinking" aloud :), from a previous blog - To all search industry experts ..... ....

    ##....For if it did mean anything to industry "experts", they would then understand that this total of 37.5% of "new" traffic to AdCenter is now coming from India, China, Germany, Indonesia, Ukraine, Russia, Italy, Turkey, Malaysia, Israel and Sweden (plus various other Countries that make up another 9.6% of total traffic), and are ALL (now) "inter-connecting" advertisers with publishers on a 7/24 basis##  


    In regards to Looksmart's AdCenter, and what is a probable Global display Ads OPEN Marketplace for advertiser/publishers evolving quickly now, it was an article (back in Sept. 2006) that had caught my "eye" and I have been following things through ever since... It was of "real" interest and certainly enough to have had myself noting this, at the time .....

    < A "possible" AdCenter partner in Contextweb, maybe? > ....I had noted.

    < "These ads aren't coming from the Big Three," O'Donnell says. [That would be Google, Yahoo and MSN] -Instead, the ads are being provided by a second tier of search marketers: Adknowledge, ContextWeb, Kanoodle, LookSmart & Miva. - It's secondary ad networks that have ads that are just as good, but they're easier to work with too" O'Donnell says. >

    http://www.smallbusinesscomputing.com/news/article.php/3631286 >

    And I am guessing now, that it was near the very "beginning" of the Looksmart AdCenter OPEN Marketplace as (at the very least) Miva [Adknowledge] and Kanoodle are known AdCenter partners. I've always 'suspected' the other two though.

    The amazing "development" of ContextWeb is a revelation in itself, too!

    ...They now have ADSDAQ an Exchange, that from another post (on Yahoo, THK -KOW - now INUV ) that alerted me once more, when the poster wrote:

    <The exchange to look out for is the Adsdaq (cool name) from ContextWeb. These guys have the reach into big advertisers and something that THK sadly lacks, i.e effective ad targeting technology.>

    .....It was those last four words that got me going, so to speak. More recently, it was the following from their (ContextWeb's) 'blog' that caught my eye, once again:

    < Be sure to catch our other interviews with MediaCom (WPP), Omnicom and VivaKi (Publicis)>

    And the following, ContextWeb two-part interview with Omnicom Media Group's CEO Matt Spiegel (part 1  and part 2).. And that:

    <.....Yesterday Omnicom Media Group Digital CEO Matt Spiegel told us about their $2 billion digital spend, the future of trading platforms, impression based bidding, if there is a future for blind buys and Forbes vs. long tail finance content.>

    Now, anyone that has followed this long, drawn-out but terribly "exciting" story (certainly, for me) would know by now that I do have ALL THREE of the above-mentioned "jumbo" (mainly) Global Ad Agencies involved. I concentrated on Omnicom and found that it (indeed) has a story or, two for us.

    Some notes follow that had previously lead me to another strong agency called (of all things), Agency.com

    <"Once again Tribal Fusion gives us technology that helps differentiate them as the leader in the network advertising space. - - We are always looking for ways to leverage technology to improve the efficacy of our advertising, and Dynamic Ads delivers that. - [And] When combined with behavioral targeting, it allows us to zero in the right message to the right consumer while keeping our production costs in line” said Allen Stern, Media Director at Agency.com.

     
    2007 - Tribal Fusion - http://www.exponential.com/news-events/exponential-ad-network-tribalfusion-introduces-dynamic-ads.jsp >

    This had told me that they (Agency.com) were using Ad Networks (even an Exchange or, two, maybe?), back then... I then went on to learn that:

    < ....in 2003, we became a wholly-owned subsidiary of Omnicom Group, Inc., - - - solidifying our original commitment to leading the interactive marketing industry.>
     

    I then had a bit of a look at: Agency.com - China 

    < Greetings from Shanghai, China!

    .......We live in interesting times. A decade defined by digital invention, and by China’s ascension as a world power. With over 20% of the world’s population, and social reengineering on an unimagined scale, working on the digital frontier in dynamic, modern China is humbling, exciting, and immensely inspiring.

    Our office here in Shanghai combines global best digital practices with local market insights and an award winning creative team that understands how brands need to behave in this brave new world
    . >
     
     
     
    Why did I hilight China ?

    It's because when combined with another area that I am looking at, I can (almost can and will, I hope) confirm that ContextWeb (but it's a 'given', I feel) and the Omnicom Media Group ARE (both) "white-labeled" publisher and advertiser partners, accordingly.

    So, with (now) some 37.5% of "new" traffic to AdCenter [Alexa] that is now coming from India, China, Germany, Indonesia, Ukraine, Russia, Italy, Turkey, Malaysia, Israel and Sweden (plus various other Countries that make up another 9.6% of total traffic), it makes me wonder how much MORE Omnicom may be contributing to that new (and doubled) AdCenter figure, of "Over one billion enquiries" that Looksmart now enjoy? - It's all sensational, it is!! - [Note that Looksmart's website now says ..TWO Billion impressions/enquiries]

    http://www.looksmart.com/pdfs/LS/smartrotation.pdf
     
    Can you believe this silly low Friday close price? - Yes, it's unbelievable!!  

    LOOK: On Jul 31: $1.13 Down 0.12 (-9.60%)

    To be continued ....
     

     

    Stocks: OMC, LOOK, LOCM
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  • LookingConfident
    , contributor
    Comments (845) | Send Message
     
    Author’s reply » Continued in the form of a comment ....

     

    ##........I can (almost) confirm that ContextWeb (it's a 'given' in my book) and the Omnicom Media Group ARE (both) "white-labeled" publisher and advertiser partners, accordingly...##

     

    And with Omnicom's CEO saying they have spent in the region of $2 Billion on their digital approach it's fair to say that they are all over the place..... One I found that is of interest is Resolution Media - Who are an Omnicom Media Group Company. - resolutionmedia.com/ - And they list Looksmart as one of 12 partners they have, here:

     

    resolutionmedia.com/cl...

     

    That means very little in terms of just how (as an Agency), they would be approaching the marketplace with their own Global representations, at this stage of development.

     

    Particularly in relation to a RTB auction based (display advertising) OPEN (and what is no doubt building), global markeplace. And in regards to any (and, my own) suspected 'white-labeled' AdCenter relationship that I feel they have with Looksmart. (I mean, I believe that I have good enough reason to base my China AdCenter "clickstream" activity on what I feel is their agency.com's own early participation. Plus (maybe) even some other countries too, I suspect. - www.agency.com/facts/o...

     

    It's worth noting that aspect of Looksmart having to 'shed' it's publisher involvements. (With the ask.com 'hosting and support agreement', virtually the last of, still yet to go). And whilst this has seemingly been a drag on publisher revenues 'through the front door', (along the way - Local.com to take an example, were actually shown to be previously deriving some 15% of their total revenues from it's Looksmart publisher partnership), they are not completely "lost" in terms of Looksmart's own revenue potential.

     

    The reason this is neccessary (as many would well know by now) is to distance Looksmart from any direct publisher involvement whatsoever.

     

    Visibilty for advertisers, (other Ad Networks, and large Agencies like those owned by the Omnicom Media Group), must at all times be clearly shown. And this has been stated by Looksmart in their saying that they (with SmartRotation), "are on the side of the advertiser".

     

    And this is also the reason why publisher revenues have fallen or, remained "stagnant" in a number of past quarters. (What, with the ask.com direct involvement providing 89% of the total of around $1.2 million in the first quarter of 2009 or, whatever).

     

    In fact, with their departure it can be a bonus, no matter who they align themselves with. They simply become a "white-labeled" AdCenter publisher partner (and private labeled, now seems to be the term?) but they all get to remain as a part of or, members of the (buy-sell) OPEN Marketplace.

     

    Because, as the marketplace grows, so does the bidding activity become more deeply involved. Which results in many more advertisers then being attracted to an increasingly larger publisher base (with more options for Ad targeting to specific audience types), and with both the MSN and Yahoo publisher sites (in total), now to (eventually) fully come on board, display advertising will be a very exciting market-place. Then the newspapers throughout the world get to join in.

     

    Ok, so I find what looks to me to be a pretty well established publisher Network/Exchange (and again), that I assume are "white-label" connected. Why?

     

    Well, I note that both Local.com and Cox.net are among an extensive list. www.turn.com/corp/netw... . - And as they (Turn.com) themselves advise of ....

     

    "Select publishers who have chosen Turn to maximize their advertising eCPM":

     

    Make no mistake about it, Looksmart are (mostly) dealing in eCPM's (meaning, cost per 1000) display type advertising (yes, and now have "over a billion daily enquiries") and both Cox and Local.com were once Looksmart publisher partners!

     

    And whilst Turn is shown to "offer" these (and many other publishers), for advertisers to access should they choose to do so in a "blind" (to publishers) auction setting (and I would imagine, that they can also access them "direct" - as would be the case in the 12 "partner" situation for the Omnicom Media Group, as was shown above ......... Because (I reckon) this then becomes "ideal" for advertisers to have these options to play with. It's irresistibly attractive!!!! ...................And MSN and Yahoo both realise how attractive it all becomes for advertisers, too!! Let alone the direct "cost savings" when comparing it all to Google's "rip-off" (for so long) adsense pricing.....

     

    It was the following "endorsement" made by the Omnicom Media Group's CEO (?) of Agency.com that was very exciting to read .....

     

    "....Turn is proving to be a valuable partner for us. Since we started using Turn for our large technology client, their team has anticipated our needs and has been exceptionally responsive to our service requests. Even as Turn continues to scale, campaign performance and service have been rock solid. It's no surprise that Turn is doing well. I'm certain we'll be expanding our business with them."

     

    Allen Stern Agency.com - www.turn.com/corp/netw...

     

    Agency.com do work for ask.com (have it as a client) too, incidentally. - www.agency.com/

     

    Conclusion: The reality is that it doesn't matter who has or, who buy or, sell from Looksmart's (AdCenter) "inter-connector" be it to/by publishers or, advertisers ..

     

    With (both) MSN and Yahoo now in on the scale of it all, they will not only be "selling like hot cakes", large agencies (like the Omnicom Media Group) will be sure to commit more of their client's "spend", the further we go down this road. And with a suspected Agency.com and CHINA involvement, it may well have been a further part of placing their their 'toe in the water' .....

     

    LC

     

    2 Aug 2009, 10:56 PM Reply Like
  • LookingConfident
    , contributor
    Comments (845) | Send Message
     
    Author’s reply » .
    This recent article (from The Sydney morning Herald) advises that, ..."Omnicom owned PHD is the third media agency involved."

     

    (In ................ "THE way in which half a billion advertising dollars are bought and sold each year is set to be revolutionised by the imminent launch of Australia's first automated trading system for advertising space. - Three big media buying agencies have signed up to new technology that allows them to bid to reach people."

     

    www.smh.com.au/busines...

     

    ......More on the evolution of Omnicom's PHD (in Australia), from within this (2008) article here. FWIW.

     

    www.theaustralian.com....

     

    Interesting to (also) note the following 'thought' from my above InstaPost (August 2nd, 2009) and that the 'wheels slowly turn'...

     

    <.........as the marketplace grows, so does the bidding activity become more deeply involved.

     

    .......Which results in many more advertisers then being attracted to an increasingly larger publisher base (with more options for Ad targeting to specific audience types), and with both the MSN and Yahoo publisher sites (in total), now, to (eventually) fully come on board, display advertising will be a very exciting market-place. Then the newspapers throughout the world get to join in.>

     

    We're almost at that (Microsoft/Yahoo) "stage", with 'newspapers throughout the world', busily preparing for their own 'grand entry', I have no doubt.

     

    LC
    6 Nov 2010, 03:30 PM Reply Like
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