Komodo Online Marketing

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Apple: America’s Most Admired Company

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Apple took the top spot in Fortune Magazine’s “America’s Most Admired Companies” ranking for 2008. Google came in at number four and Microsoft made it into the Top 20 at number sixteen.

The Industry Champions list is worth looking at as well. Anheuser-Busch is not only the King of Beers but the King of Beverages. Altria Group is the champion of the tobacco industry. I guess thats a good thing… Two companies with a large presence in Florida made the Industry Champions list. Publix Super Markets took the top spot in the “food and drug stores” category, and FPL Group (Florida Power and Light) took the honors in the “electric and gas utilities” category.

Add BBC Videos to Your Blog with Mochila Marketplace

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BBC Motion Gallery streamlines distribution of video clips online by joining the Mochila Marketplace. (Press Release)

Mochila Marketplace is a content syndication platform that helps publishers grow their businesses, content owners promote their content, and advertisers reach target audiences. Once registered, a user can search for news articles, videos, and images from a wide range of sources including: the Associated Press, Reuters, the Boston Globe, and MSNBC.com. A user can select individual content assets to use on his or her website. For example, say you need a picture or a video of a high speed train for a blog post you are writing.

Mochila users can also select a channel widget to display on their site or blog. Mochila has hundreds of pre-made channels such as 2008 Presidential Election, Fitness and Health, and Technology Trends. If pre-made isn’t your thing you can also create a custom channel with specific content items and providers.

The channel widgets serve up ads in addition to fresh syndicated content. Mochila splits the ad revenue, 40% to the content owner (Getty Images, Boston Globe, etc.), 30% to the site or blog that publishes it (you), and Mochila keeps the remaining 30%. I think its a pretty fair deal. The content creator/owner gets the lion’s share, the publisher gets a nice chunk, and Mochila makes a buck for providing the platform. Not too bad, as long as you don’t mind some advertising on your site. 😉

Kelsey Group Annual Forecast: Interactive Advertising Revenues to Reach US$147 Billion Globally by 2012

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The Kelsey Group released their Annual Forecast (2007-2012) today. The Kelsey Group is the leading provider of research, data and strategic analysis on directories, small-business advertising, online local media, vertical market advertising and mobile advertising. According to the Annual Forecast, the global advertising market will be fueled by exceptional growth in the interactive segment.

Some interesting highlights from the press release:

Interactive advertising revenues will increase significantly from US$45 billion in 2007 to US$147 billion globally in 2012, representing a 23.4 percent compound annual growth rate (CAGR).

“We see Internet development—including increased subscriber/user access and broadband penetration—as a driver of both interactive advertising revenue as well as migration of traditional ad spending to new media platforms.” -Matt Booth, senior vice president, Interactive Local Media, The Kelsey Group.

Interactive advertising, which comprises search (including local search), display advertising, classifieds and other interactive ad products, grew its share of global advertising revenues from 6.1 percent in 2006 to 7.4 percent in 2007. By 2012 Kelsey Group analysts expect the interactive share of global ad spending will reach 21 percent.

Directional advertising, which comprises local search, print Yellow Pages and Internet Yellow Pages (IYP), will grow from US$33.3 billion in 2007 to US$41.4 billion globally in 2012 (4.5 percent CAGR).

  • Local search revenues will grow from US$2.1 billion to US$6.6 billion (25.5 percent CAGR).
  • Print Yellow Pages revenues will decline from US$27.5 billion to US$25.6 billion (-1.4 percent CAGR).
  • IYP revenues will grow from US$3.7 billion to US$9.2 billion (20.1 percent CAGR).

What does this mean to a small business’s online marketing budget? My bet (and I’m really going out on a limb here) is that costs are going to increase as more small businesses begin advertising online. Cost-per-click (CPC) bids are going to increase for the majority of keyword phrases and advertising rates for local search directories and Internet Yellow Pages (IYPs) will increase.

Small businesses that follow best practices for search engine optimization and provide the informational content that online consumers want will reduce their dependence on online advertising for leads and customers.

Komodo Links: News Corp and Yahoo, Search Engine Audience Profiles, NewsClipper, and RFPs

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Komodo Links is back and we’ve got some quality links for you this week.

Enjoy.

Google AdWords Display URL Policy Update

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Google’s AdWords blog, Inside Adwords, has posted an advance notice of new changes to their display URL policy. According to the post, redirects, vanity URLs, and certain uses of tracking URLs will no longer be acceptable. This new policy will go into effect on April 1st and will be strictly enforced. The blog post gives a brief example of what will still be allowed in regards to tracking URLs and sub-domains.

I don’t think most advertisers will be unduly affected by this new policy, but I encourage you to read up on the new policy so you aren’t caught off guard.