Source: http://www.businessinsider.com/yieldex-raises-10-million-series-c-round-from-hearst-2011-9


yieldex

Digital advertising and analytics company Yieldex has raised a $10 million Series C round led by Hearst and others.

Previous investors include Amazon, First Round Capital and Sequel Venture Partners.

It has also snagged some big partnerships with major publications, including NYTimes.com.

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Source: http://blog.compete.com/2011/09/08/forget-anchovies-hold-the-ppc-seo-management-helps-pizza-company-deliver-to-its-bottom-line/

After traveling through Europe on vacation the past couple of weeks, nothing said I was home more than grabbing a slice of New York pizza!

Deciding to do a blog post on the topic, I wanted to find out who the “big cheeses” were in the pizza world and see if I could find some insight into their web strategies.

Using the Keyword Destination tool on Compete.com to get a list of sites referred to by a broad match for the generic keyword “pizza”, I quickly found that Pizzahut.com and Dominos.com were the hands-down winners.  Approximately 16% of all “pizza” related search referrals went to Pizzahut.com and 5.8% went to Dominos.com.

Both Pizzahut and Dominos showed strong consumer brand recognition, as seen by looking at branded vs. non-branded search referral data collected by Compete:

With similar patterns in historical UV traffic, these two brands were ripe for comparison:

You would think that two strongly similar brands would show similar ad spend profiles, but I was surprised to see that visitors referred to Pizzahut.com via a search engine were 1.8X more likely to have reached the site through a paid search link as visitors to Dominos.com.

What’s the difference?

Using Compete.com again to analyze keyword search referrals to the two brands provided a bit more insight:

For the sake of brevity I am just including a few keywords, but the general trend was the same.  Pizzahut seems to struggle to rank for organic traffic for long-tail phrases, even those containing their brand name. Paid search helps augment low SERP placement by artificially ranking Pizzahut ahead of the couponing sites vying for this sort of referral.

The Bottom Line:

While there are certainly more “slices to the pie” that this brief analysis can’t cover, the bottom line is that there is a constant struggle going on behind the scenes between large brands and third party sites looking to ride on their coattails through coupon offerings, referral links, and product reviews.  If you find your manager questioning the value of SEO, consider that the average CPC for a “pizza” broad-match term was $0.63 (source: google adwords keyword estimator), and in Q2-2011 approximately 5 million search referrals were sent to both Pizzahut.com and Dominos.com. Strong SEO efforts can translate into significant savings through reduced ad spend on paid search!


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Source: http://techcrunch.com/2011/05/11/alpine-data-labs-scores-7-5-million-to-help-companies-analyze-troves-of-data/

Incubated within big data company Greenplum (acquired by EMC in 2010) and following 15 months of product development, Silicon Valley-based Alpine Data Labs launches its solution for “Big Data Predictive Insight” in the United States today.

The company is also announcing that it has landed $7.5 million in Series A funding from Sierra Ventures, Mission Ventures and Sumitomo Corporation Equity Asia. The company is also backed by Stanford University.


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SOURCE: http://www.emarketer.com/blog/index.php/numbers-major-media-ad-spending/

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Behind the Numbers: US Major Media Ad Spending

Posted By: Nicole Perrin

eMarketer’s major media ad spending projection is the result of a comprehensive analysis of myriad elements related to the ad spending market. We use both bottom-up and top-down approaches for the estimates and projections.

  • Top-down approach: Marketing and advertising expenditures are often budgeted as a whole and allocated to different media based on needs and interests. We analyze macro-level factors that are closely associated with overall marketing and advertising budget growth, such as GDP, consumer expenditures, unemployment rates, etc. In addition, we take into consideration the historical trends of the advertising market and how each medium contributes to the grand total
  • Bottom-up approach: For each medium, we examine the historical trends of ad spending in the medium, consumption trends, and how the medium is faring in relationship with other media. To get a more solid picture of the ad spending trends, we also keep track of the performance of key players and the overall financial situations of the key advertisers and industries within the medium.
  • Numerous sources: Following eMarketer tradition, we also analyzed hundreds of datapoints from some 30 research firms and other organizations that track ad spending on TV, the internet, newspapers, magazines, radio and directories. Tracking these statistics over a period of several years provides a detailed picture of ad spending across major media. All data is normalized to account for differences in methodology and inclusions. Some firms attempt to measure the size of the market through reports of company earnings, while others rely on rate cards or agency billings. By examining a variety of figures and the available information on how they were compiled, eMarketer makes estimates that take all sides of the market into account.
  • Reliable benchmarks: In looking into all the sources, we are able to identify reliable benchmark sources for our projections of several media. The sources whose data we benchmark our projections against are: Newspaper Association of America (NAA) for newspaper advertising,Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) for online advertising, Outdoor Advertising Association of America (OAAA) for outdoor advertising, and Radio Advertising Bureau(RAB) for radio advertising.
  • Segmented estimates: Lastly, for all the core media ad spending, we have segmented the online portion of the ad spending figures from the total ad spending figures. By doing this, we are able to avoid double-counting and come up with the total major media ad spending figures, as the online portions for all the traditional media are counted in the online ad spending category. Most importantly, a separate estimate and projection of advertising revenues that the traditional media companies might generate through online venues could provide some insight into whether they can survive the digital transition or not.
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