Russia-based Service Drains Competitors’ Adwords Budget

Enter “GoodGoogle,” the nickname chosen by one of the more established AdWords fraudsters operating on the Russian-language crime forums.  Using a combination of custom software and hands-on customer service, GoodGoogle promises clients the ability to block the appearance of competitors’ ads.

The service, which appears to have been in the offering since at least January 2012, provides customers both a la carte and subscription rates. The prices range from $100 to block between three to ten ad units for 24 hours to $80 for 15 to 30 ad units. For a flat fee of $1,000, small businesses can use GoodGoogle’s software and service to sideline a handful of competitors’s ads indefinitely. Fees are paid up-front and in virtual currencies WebMoney, e.g., and the seller offers support and a warranty for his work for the first three weeks.

via Service Drains Competitors’ Online Ad Budget — Krebs on Security.

How Facebook big ad campaigns come together, launch, and get measured

Finally got around to reading this case study (which is really a PR piece) in the NY Times about how Reckitt Benckiser and Facebook worked together to launch an ad campaign.  Here are the most interesting sentences:

The tension between Facebook and R.B. emerged when it came time to figure out how MegaRed should spend its money.

Mr. Rodrigues argued that MegaRed’s money would be best spent going after a narrow group of consumers.`

The Facebook folks countered that such specific targeting would be very expensive.

But how Facebook did on the most important measurements — the number of people who saw the ads and the effect on their purchases of MegaRed — would take several more months to assess, requiring Nielsen surveys of people who saw the ads and an analysis by Datalogix of MegaRed purchases by Facebook users in the supermarket.

On the most crucial measure — sales of krill oil — the campaign generated about twice as much revenue as R.B. spent on the ads, according to an analysis by Datalogix. That was better than R.B.’s historical return from TV ads, which the company measures once every year or two.

Still, television will continue to get most of the marketing budget, both for MegaRed and for other R.B. brands. “We’re never going to stop TV,” Mr. Faracci said. “It has a massive role to play. It is a primary source of entertainment. It has good economics.”

via How Facebook Sold You Krill Oil – NYTimes.com.

 

 

Advertisers Shift Budget From Cable To Digital

Cutbacks From GM, P&G May Lead to First Upfront Ad Decline Since Recession

If the revised estimates hold true, it would mark the first time since the recession that the cable channel sector has seen a year-on-year drop in upfront ad commitments.

The cutbacks partly reflect a shift of television ad budgets to digital media, including online video. But media executives say uncertainty about the health of the U.S. economy is also weighing on marketers. Some brands are waiting until the last possible time each quarter to make ad commitments, so they have a better sense of the outlook for their own businesses, executives and ad buyers said.

Part of the downturn, though, is due to advertisers—including P&G and GM—starting to shift some television money into digital. While still relatively small, that shift signals a trend that could be ominous for traditional media

via Advertisers Pulling Back on Cable TV Spending – WSJ.

How Glu came up with the hit game Kim Kardashian: Hollywood

Interesting to see how this new mobile game hit came about:

Kim Kardashian: Hollywood was built on an existing Glu game, Stardom: Hollywood.

It’s the power of Mrs. Kardashian West’s reach that propelled the Stardom series from Top 50 to Top 5 grossing, but the game itself is a genuinely unique take on the “rise to fame” fantasy prevalent in many forms of entertainment.

 

via Gamasutra – Q&A: Keeping up with hit mobile game Kim Kardashian: Hollywood.

The data co-op model applied to mobile app install ads

The data co-op model applied to mobile install ads:

Think Gaming aggregates data from more than 400 publishers and ad networks to find the most efficient channels for paid app installs. By sharing their data with the group, developers can earn credits from Think Gaming, which can then be exchanged for information about specific placements for their games.

App install market size:

App installs are a $10 billion global market, but until now most developers were in the dark about which networks perform best for their games, and the only way to find out was through trial and error.

via Think Gaming Demystifies Paid App Installs With A Mobile Gaming Co-Op | TechCrunch.