ࡱ> J () !"#$%&'@?+,-./0123456789:;<=>ACBDEGFHIKRoot Entry F a.@ Olk10SideProps_0001(__nameid_version1.0( a. a.__substg1.0_00020102*0  #0123456789:;<=>?@ABCPS[]fghijklmnopqrstuvyghujL?q5DD-8+*Vmspst.dllNITA7nC:\Documents and Settings\Owner\Local Settings\Application Data\Microsoft\Outlook\Outlook.pst@0P(@0@z.$CƍJ$b{ F FF  4 P l  X-POP3-FromX-CampaignX-Co__substg1.0_00030102*X__substg1.0_00040102*__substg1.0_10060102* __substg1.0_10080102* mpany_IDX-MailerISP6X-ChoiceMail-AcceptedReason8X-ChoiceMail-OriginalAccountX-CTS-EnabledfB W  __substg1.0_10090102* __substg1.0_100B0102*__substg1.0_100F0102* __substg1.0_10130102*9- 8d5  y IPM.NoteFirst Birthday Special: the Tacoda newsletter__substg1.0_10140102* __substg1.0_10150102*__substg1.0_101D0102* __substg1.0_101E0102*__substg1.0_001A001E* __substg1.0_0037001E*.__substg1.0_003B0102*__substg1.0_003D001E*SMTP:TACODA@MAIL.VRESP.COM+nTTony EvansSMTPtonyevans@contactmc.co.ukTony Evans+nTTacodaSMTPTacoda@mail.vresp.comTacoda+nTTony EvansSMTPtonyevans@contactmc.co.u__substg1.0_003F0102*B__substg1.0_0040001E* __substg1.0_00410102*:__substg1.0_0042001E*__substg1.0_00430102*B__substg1.0_0044001E*! __substg1.0_004F0102*"\__substg1.0_0050001E*$kTony EvansTP+nTTacodaSMTPreply-76e5bb5f64-d0c65bb660@u.cts.vresp.comTacodaSMTP:TONYEVANS@CONTACTMC.CO.UKSMTP:TONYEVANS@CONTACTMC.CO.UKSMTP__substg1.0_00510102*%__substg1.0_00520102*-&__substg1.0_0064001E*'__substg1.0_0065001E* (Tacoda@mail.vresp.comFirst Birthday Special: the Tacoda newsletterOAi;F*t)pSMTPtonyevans@contactmc.co.ukSMTPtonyevans@contactmc.co.ukX-POP3-From: bounces-76e5bb5f64-d0c65bb660@b.cts.vresp.com Retu__substg1.0_0070001E*).__substg1.0_00710102*#*__substg1.0_0075001E*+__substg1.0_0076001E*"$,__substg1.0_0077001E*-__substg1.0_0078001E*!).__substg1.0_007D001E*/5__substg1.0_0C190102*&(D:rn-path: Envelope-to: tonyevans@contactmc.co.uk Delivery-date: Thu, 04 Oct 2007 22:05:36 +0100 Received: from gc-mkt7.verticalresponse.com ([206.57.6.62]) by krypton.webfusion.co.uk with esmtp (Exim 4.54) id 1IdXt1-00039G-WB for tonyevans@contactmc.co.uk; Thu, 04 Oct 2007 22:05:36 +0100 Received: from slbsrcnat.inside.verticalresponse.com ([192.168.0.120]) by gc-mkt7.verticalresponse.com with QMQP; 04 Oct 2007 14:05:34 -0700 X-MailerISP: GlobalCrossing From: "Tacoda" Reply-To: "Tacoda" To: tonyevans@contactmc.co.uk Subject: First Birthday Special: the Tacoda newsletter Date: Thu, 04 Oct 2007 21:05:34 +0000 Message-ID: <76e5bb5f64-tonyevans=contactmc.co.uk@mail.vresp.com> List-Unsubscribe: MIME-Version: 1.0 X-Company_ID: 210076 X-CTS-Enabled: 76e5bb5f64-d0c65bb660 X-Campaign: 76e5bb5f64 Content-Type: multipart/alternative; boundary="__________MIMEboundary__________"; charset="UTF-8" X-ChoiceMail-OriginalAccount: tonyevans@contactmc.co.uk X-ChoiceMail-AcceptedReason: Domain 'mail.vresp.com' is on your accepted domain list +nTTacodaSMTPTacoda@mail.vresp.comTacodaSMTP:TACODA@MAIL.VRESP.COMSMTP__substg1.0_0C1A001E*E__substg1.0_0C1D0102*'+F__substg1.0_0C1E001E*G__substg1.0_0C1F001E**,HTacoda@mail.vresp.comtonyevans@contactmc.co.ukFirst Birthday Special: the Tacoda newsletter0000000ctonyevans@contactmc.co.ukTony CMC0000000ctonyevans@contactmc.co.ukTony CMCTACODAWHERETHEPEOPLEARETHECAKENEWS*YETMORENEWSTAFFATTACODA*ISANO__substg1.0_0E02001E*I__substg1.0_0E03001E*%5J__substg1.0_0E04001E*K__substg1.0_0E1D001E*.0L.__substg1.0_0E28001E*M,__substg1.0_0E29001E*/3N,__substg1.0_1000001E*__substg1.0_1008001E*24OeTACODA. Where the people are The cake! news * Yet more new staff at Tacoda * Is an online ad recession coming? * BT - a beginners guide * You want metrics - we got 'em! * This month's focus: Publisher benefits The drinks are on us news We're new! Susannah Pearce, Business Development ManagerGlen Perera (on the left), new Agency Account Manager, loves to cook - as long as there's chili involved. Ping-pong keeps him fit while cashmere cardies keep him warm. Elena Karolik (centre) came from Russia via Canada to be our Operations Analyst. It's a long way and her cat (Anastasia) hasn't caught up with her yet. While Elena's waiting for her to arrive she's growing orchids. Jerry Wooder (on the right) is Financial Controller. He's a lifelong Spurs fan, so it's just as well he's got a three week old baby girl (Isabelle) to cheer him up. An online ad bubble? It's been all go on the M&A front lately with some big price tags attached. Some say this is a sign that the industry is overheating again. But others, including Dave Morgan disagree. In fact, Dave thinks quite the opposite - that we are on the verge of an explosive growth phase for online advertising. Read this to find out why. Media Buying tips for the BT novice Here's a useful article for those of you new to this newsletter or to behavioural targeting. With more and more people using BT we like to point out articles that might help the less experienced. This short piece is a good start. The Metrics Revolution Would online benefit from a single measure like BARB for TV? Would it heck. Who needs 11,500 panelists with a remote control who just might be looking at the TV when the ads come on (fancy a cuppa?), when you can have 80,000 panelists who have every web page view logged. Well that's how the BARB and comScore panels compare. OK, so comScore could do better with the demographic details (ask the panelists a few more questions guys!), but there are heaps of other ways to measure internet audiences and campaign performance. Do we really want to put all our eggs in one basket? This guy says no. So, why do publishers join Tacoda? Maybe it's Susannah's natural charms, it sure as hell isn't because we make good coffee. More likely it's because we make them money and they enjoy good company. We've got a nifty little brochure that tells you all about the benefits that publisher's get by being part of Tacoda's extensive network of premium web sites. If you're a publisher who's thinking of joining them, or if you're just a nosy agency guy, you can read it here. Comment It's been some year. Paul Goad, Managing DirectorIt all started with me and a mobile phone, sitting at my dining room table in North London. Since then, Tacoda has moved offices twice, taken on 10 staff, signed some great sites, booked hundreds of campaigns and made the US CEO a happy man. Thanks to everyone at Tacoda, and our publisher and agency friends, we are now an established part of the UK online ad scene. Our birthday party last Thursday was to say thank you to everyone who made it such a great year. We had a great time and hope you did too. Other landmarks this year were signing up for comScore (which showed a creditable 77.5% UK online reach), joining IASH, rolling out ContentWatch in the UK and, most recently, being bought by AOL. Tacoda set out to be a knowledge leader in the fast-growing behavioural targeting sector and at the forefront of developments and growth in the UK. This, our 7th newsletter, is testament to our commitment to keep clients informed about the latest news, case studies and research in this exiting field. If you missed any of our previous newsletters, you can read them here. Currently, ad networks are a hot topic, but while most agencies have solid relationships with portals and know the big sites in key vertical sectors, ad networks are often lumped together as suppliers of remnant inventory with some targeting tricks that claim to be behavioural. Well, we can tell you - there are huge differences between the networks and we think agencies should start asking much more searching questions. Networks are one of the most challenging buys and agencies need to know exactly what they are buying - how do networks get their inventory, who are their site partners, how do they collect behavioural data, what are their agency and consumer privacy policies? For this newsletter, we've gathered together three of the latest articles concerning ad networks. They have a common theme - what agencies need to look out for when buying from networks - especially if behavioural targeting is part of the deal. In this piece, Joe Apprendi, CEO of Collective Media in the US believes that consolidation means networks will increasingly differentiate themselves by transparency and quality. Here Mike Cassidy, president and CEO of Undertone Networks thinks that a deep understanding of networks is essential for brand marketers. Finally, Marissa Gluck of Radar Research contributes probably one of the best articles I have read about the current state of the ad network marketplace and where it is going. Don't miss it. Research Whoo hoo! Let's hear it for Mr Yoo! There's no shortage of research about the effectiveness of online advertising as a medium for brand campaigns, Lena Savitski, Agency Account Managerbut it's not often that a professor at The University of Kentucky makes it the subject of his doctorate. Well, our thanks go out to Mr Chan Yun Yoo B.A, M.A, PhD, who recently published a study that concluded that online ads DO increase brand awareness and favourabilty and that click-through is only one way of judging the effectiveness of a campaign. In Mr Yoo's own words "even though consumers do not remember seeing Web ads, due to their divided or minimal attention, Web advertisements still have subtle effects on various advertising effectiveness measures through preattentive processing". He goes further to say that advertisers "need to reconsider the objectives of Web advertising" and use "impression-based metrics more than performance-based metrics when it comes to measuring the effectiveness of Web advertising." The New York Times tells it like this, but if you want the full 220+ page report, here it is. Jupiter Research, behavioural targeting and purchase intent. Earlier this year Jupiter Research was commissioned by AOL and our behavioural buddies at Revenue Science to take a look at what type of online ads drive interest and action. Well, over 2000 people took part and it turns out that consumers are consistently more receptive to behaviourally targeted ads than to contextual advertising. In fact, behavioural outperformed contextual by as much as 22%. You want more? You got it. _____ If you no longer wish to receive these emails, please reply to this message with "Unsubscribe" in the subject line or simply click on the following link: Unsubscribe _____ Click here to forward this email to a friend Tacoda 7th Floor, Capital Tower 91 Waterloo Road London, England SE1 8RT Read the VerticalResponse marketing policy. 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