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...Click fraud” involves falsely increasing the number of hits to an online advertisement, hurting advertisers who are charged every time their ad is clicked...
...Nike and Vodafone as clients. "It tends to be big companies who want to do exciting, above-the-line promotions," says Rachel Harker, one of the company's co-founders. And in Britain the line keeps getting higher, says James Davies of Hyperspace, the innovations division of the London ad consultancy Posterscope. On trial at the company's headquarters: a billboard that changes ads depending on the gender of the viewer. Davies says the demo, which takes a superficial body scan to tell male from female, gets it right 95% of the time...
Enter Nielsen Outdoor. The research group last fall tested the Npod, a GPS-based device about the size of a cell phone. The media group gave the gadget to 850 consumers as they moved around Chicago for 10 days and counted when they passed 12,500 ad sites. Layering demographic and TAB traffic data over maps of billboard locales, the study delivered the sharpest outdoor ratings the industry has seen. Nielsen found that, on average, Chicagoans pass 66 outdoor displays each day. TAB is conducting its own industry-funded study to measure the likelihood that a person passing an ad...
...that surprising, then, that many national advertisers such as Unilever, Coca-Cola and McDonald's are reconsidering billboards in their ad mix. "Outdoor now has a place in the media-planning process," says Wally Kelly, CEO of CBS Outdoor. Coca-Cola is coming back outdoors full throttle this month to advertise its new beverage, Coca-Cola Blak, and its new global slogan, "The Coke side of life." According to senior vice president Katie Bayne, the brand will run ads on the top 10 boards in 28 national markets. Last year she advertised in only 10 markets. "Our target consumers...
...Consumer Cookery For anyone who considers cooking a science, cooksillustrated.com is an invaluable resource. Like a Consumer Reports for chefs, the ad-free site posts rigorous tests of ingredients, kitchen implements and recipes. The technical tips and equipment ratings are first rate. After a two-week free trial, full access is $25 annually...