Their idea is based on“information arbitrage”, the opportunity that arises when breaking medical insights intersect with the demand for actionable, market-changing events in healthcareIn other words, they want to charge pharmacos, financial institutions, healthcare companies and others to participate and listen in on the community:Clients pay a subscription fee and in return can post questions to the Sermo community…. It’s not obvious to me that doctors will prefer to “talk candidly” with Pfizer’s shills over having to endure advertising on the site, and given the attention the pharma industry has received for some of its more dubious marketing practices (such as ghost-writing) and what has been seen as its undue influence over the whole medical profession (including, let us not forget, medical publishing), the arrangements are likely to come under some scrutiny from regulators.
It will be worth keeping an eye on Elsevier’s newly launched OncologySTAT, which provides advertising-supported free access for registered users to over 100 Elsevier oncology journals (press release).The site will provide a lot of information. OncologySTAT integrates a multitude of authoritative professional cancer information sources, such as peer-reviewed research, news and regulatory updates, a professional drug monograph and interactions database, chemotherapy regimens, and conference coverage into one easy-to-use online destination.
TechTarget continues to show its older-established rivals how to do it in online B2B publishing:TechTarget Announces Record Second Quarter 2007 Financial Results: Financial News – Yahoo!Finance:Online revenues increase to record $16.3 million; up 27 percent over prior year quarterTechTarget, Inc. (NASDAQ: TTGT – News) today announced financial results for the second quarter ended June 30, 2007…. Adjusted EBITDA (earnings before interest, taxes, depreciation, and amortization, as adjusted for stock based compensation) increased by 31% to $7.6 million compared to $5.8 million for the comparable prior year quarter.“Q2 was a productive quarter for TechTarget.
But that doesn’t take into account the effectiveness of a site, because again people could be visiting a site due to it being highly ranked in Google – yet when they click through they find rubbish content and so very quickly leave.Compete (a R/WW sponsor) has a good measure called ‘engagement’, which measures things like Daily Attention and Average Stay…. Reading a blog, using instant messaging, and using web search are utterly different — the idea that one metric can be used as a yardstick to compare them is absurd on the face of it.Karp goes on to point out that for many advertisers, all these measures (pageviews, visits, time spent, etc.) are really proxies for action by the users, i.e. clicks (or preferably conversions):Google makes money by selling actions, i.e. clicks.No wonder more than half of all online advertising revenue goes to Google.
I was a bit surprised to see in his presentation “Online Advertising in Scholarly Journals:the Opportunities, Risks, and Rewards” to the STM Spring Conference in April, Richard Newman of the American Medical Association felt it necessary to explain how Google’s AdSense and AdWords programmes work…. Anyway, if you’re looking for a primer on online advertising, covering the different kinds of advertising, the size and growth of the market, challenges and innovation, current and future trends, and lots of links, I can recommend this recent post on the MediaShift blog: Your Guide to Online Advertising – From time to time, I’ll give an overview of one broad MediaShift topic, annotated with online resources and plenty of tips.
I did a short piece on the launch of two online ad networks (Reed Performance Network and GlobalSpec) a couple of days ago.Now Scott Karp has a very interesting post on Publishing 2.0 on online ad networks and in particular on Openads, the open source ad serving software company…. But for highly targeted advertising, independent niche publishers have a unique relationship with their readers, and are in the best position to judge what is most relevant to their readers (and Google has shown that relevancy is a huge driver of advertising value).
RPN is fully transparent, giving publishers complete control over which advertising campaigns run on their website, while letting advertisers see all websites where their ads will appear.On the same day, GlobalSpec (a specialised search engine covering engineering and technical industries) announced the launch of the Industrial Ad Network, an online banner advertising network designed to reach members o the manufacturing, industrial, technical and engineering community. From the press release:Companies who participate in GlobalSpec’s Industrial Ad Network can include their banner advertisements on more than 200 Web sites within the industrial sector, resulting in millions of targeted impressions each month.
The Internet Advertising Bureau issued its year-end report for 2006: Internet advertising revenues (“revenues”) in the United States totaled $16.9 billion for the full year 2006,with Q3 accounting for $4.2 billion and Q4 totaling $4.8 billion. Internet advertising revenues for the fullyear of 2006 increased 35 percent over 2005.For the third consecutive year, revenues post record results—Total revenues for the 2006 fourthquarter ($4.8 billion) increased 14 percent from the 2006 third-quarter total of $4.2 billion, and 33percent from the 2005 fourth-quarter total of $3.6 billion.
The 40.3% year-on-year growth meant that online ads in the UK now represent 10,5% of the advertising market, and is considerably larger than the radio, outdoor and consumer magazines sectors, and is approaching the share taken by national newspapers (11.4%)…. IABUK anticipated that online would overtake national newspapers by the end of 2006.I was pleased to see that spending on interruptive formats, including pop-ups, is declining and now represents 0.7% of all online ads.