Jun
30
2008

Are your Ads reaching all your visitors?

What does ABC, NBC, CBS, ESPN, Comedy Central, MSNBC, CNN and your website all have in common?  Well, they are all content providers who are fully or partially ad funded (I’m guessing you are too).  Oh, and you are all experiencing a viewer revolt over your advertisements.

Tivo and DVRs have made ad skipping within your TV shows commonplace.  The growing number of DVR users has forced networks into a scramble to find new ways to reach their viewers with targeted marketing.  Likewise, viewers online are using technology to ‘block’ ads from showing above, below, besides and within a site’s content.  While the number of people using ad blocking software is still small, little is standing in the way of massive adoption.

An ad blocker typically works by selectively ignoring requests within your sites HTML or JavaScript to contact a 3rd party and download an advertisement.  The software knows to ignore a request because someone has added it to a list, such as EasyList.  The method used by the software and its list is crude but effective.  Since most ads are served by 3rd party ad networks, the list need only identify the IP addresses or domains of major ad distributors to effectively block most of the ads on the web.  It is worth noting here that ads that fail to be downloaded also fail to register an impression, effecting your ad revenue directly.

While tools such as ad blockers have a head start in the race, sites are now ramping up their countermesures.  Knowing that they lose money by hosting ad-free content to visitors with ad-blocker, some sites are using a tool developed by hackers to identify ad blockers.  Once located, those visitors can be sent special messages requesting that they turn off the blocking on your site.  Some sites may even deny visitors with ad blockers access to their content.

One low-tech method to combat these ad blockers is to host ads within your own domain and from randomly generated urls.  This takes both the predicability and the top level location out of the equation for most ad blockers.  Still another suggestion, posted by the guy behind EasyList, is to create interstissile text ads within your content, much like what is done in the Radio industry as well as ad supported Podcasts.

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Jun
26
2008

Aegis Acquires Bluestreak

Aegis Group made a short announcement that they acquired the Bluestreak, a small but innovative ad serving platform, thus entering the ad serving business. – Ad Operations Daily – Aegis Media Moves into Ad Serving by Acquiring Bluestreak

Jun
26
2008

DIY SEO – Hubspot

hubspotAs Dharmesh Shah said in our interview, HubSpot sells a product, not a service, and intends on giving small businesses the tools they need to do their own search engine optimization (SEO).  HubSpot Inbound Marketing System has a three step approach:

  1. Qualified Traffic – Traffic is nice, but if the visitors to your website are not going to purchase from you, they won’t make you any money.
  2. Convert to Leads – Once you have qualified visitors, convert them into sales opportunities.
  3. Measure & Optimize – Take a look at how well your strategy is doing, make adjustments and continue to improve.

[Read more...]

Jun
26
2008

Paper Prototyping

Have you saved your paper sketches from that million-dollar idea you had while drinking at the bar?  You know, the one you wrote on the back of a napkin? It turns out that many web sites have had a paper phase.  Its actually a common theme that connects our humble web efforts with software projects throughout a quarter century.

Deeplinking has posted a short gallery of some early stage drafts of web sites you may be using today.

Included in their selection was this impressive video on how to interactively paper prototype.

This video is paper-based prototype for Daum’s web mail service, Hanmail.net made by Ajax.

Jun
25
2008

Social Media Shouldn't Be Scary

Outside of the tech industry, skepticism and fear are the norm when it comes to social media. But it is simply about finding the best way to communicate with an audience. Social media consists of the same content already in use: text, audio, images, and video. The difference lies in its ability to open up new channels of communication. – Digital Web MagazineIntegrating Social Media into a Web Content Strategy

Think of social media as an opportunity to converse with your customers – to pick their brains and understand exactly what they want from your product or service.  As this article discusses, social media is just a means to communicate with your customers – one that has not been previously available.  Every different type of social media does not need to be on your website in order to effectively start conversations with your customers.  The most important first step is to decide to have a conversation instead of just a one-way marketing plan.  Then find out what types of social media your customers (and potential customers) are already using to narrow the types of technologies that make sense for your company.

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Jun
25
2008

Google's AdPlanner

The New York Times is speculating [no longer speculation] that an announcement from Google at the Advertising Research Foundation meeting this week will unveil a new product called AdPlanner.  Details are understandably sketchy, though the NYT quotes an anonymous source on the product as saying it will help Ad Agencies to find demographics that match an ads target audience.

Valleywag, though, makes the logical connection by envisioning a tool that could eliminate the need for Ad Agencies all together.  If Google is successful and all the data that an Ad Agency needs is available through this tool, it could easily be rebranded for the direct market.   This is certainly within SOA for Google; they use technology to eliminate redundancy and establish direct, dependent markets.  Some of these efforts like AdSense, AdWords and GMail are clear winners.  Others, like Google’s little know newspaper and radio ad placement drive, are mired in the mud.

My personal opinion is that Google will succeed in creating a very useful tool that will in no way replace the unique talents and skills of Ad Placement Agencies.  This is going to raise the bar for Ad Agencies expectations on reporting and information within content networks which can only be a plus for the Ad Agency’s clients; business owners buying up online ad space.

Jun
24
2008

Interview with Dharmesh Shah, Co-Founder and CSA of HubSpot

hubspotHubSpot was started by Dharmesh Shah and Brian Halligan when they were both graduate students at MIT. Dharmesh, who has founded two companies and invested in others, also blogs about startups at OnStartups.com. Dharmesh took a few minutes to explain how HubSpot is different from other SEO and Internet Marketing companies and how inbound marketing can improve business websites. Look for a Sazbean review of HubSpot later this week. [Read more...]

Jun
24
2008

Web 2.0 is Mainstream – Just in Case You Weren't Sure

Text messaging, blogging and social networking have reached critical mass, with more than half of adults now relying on at least one of these so-called Web 2.0 platforms for communicating with friends, family, or colleagues on a regular basis, finds the latest installment of an ongoing tracking study from Interpublic’s Universal McCann unit.  - MediaPostOMG! UM Finds Web 2.0 Breeding Consumers 2.0, Social Media Attains Critical Mass

In case you weren’t sure whether you should add social media – blogging, comments, IM, twitter, mobile – to your Internet business strategies, this study shows that these technologies are mainstream in the consumer market.  If your business targets customers under 35 years old, these are a must to stay competitive.  Other businesses still have some time, but it won’t be long before everyone will need to be in the conversation.

Jun
23
2008

Ruby on Rails – Enterprise Edition and Passenger

For anyone who has run multiple instances of Rails on the same server, as is common within the frugal budgets of corporate IT departments, then you will have run into a limitation of resource allocation, typically memory.  The Ruby community likes to defend their language’s performance tradeoffs by reminding us all that hardware is cheap, or at least cheaper than your developer’s time.  While I agree that hardware is cheap, cheaper still is not buying more hardware than necessary and instead find new ways to use your limited resources efficiently.  The folks at Phusion have similar concerns, which is why they have developed the Ruby Enterprise Edition.

Ruby Enterprise Edition is a forked version of the Ruby on Rails web framework.  For those not familiar with the software practice, forking is taking existing source code, usually open source, and branching off your own version in your own direction.  Programming communities discourage excessive forking because it waters down the developers focused on the original project.  However, when a group has different goals than the original, it can be the quickest and least painful way to accomplish that goal.

The goal of the Phusion group who created Ruby Enterprise Edition was to directly address the memory sharing practice of multiple instances on the same hardware.  Technical details can be found here For those business users who have issued one server to be their company’s ‘Rails Application Server’, this fork may become a standard deploy.  It purports to save 33% of the memory typically allocated with the parent version of Rails. As the fork is compliant with 1.8.6, you can run all of your recently created web applications unless they were developed against edge rails for the very recent release of 2.0 or 2.1  Forks typically lag behind parent source code in feature support, but there is no reason to doubt Enterprise Edition will not support 2.0 soon

Phusion has not rested on this solution for improved corporate rails hosting.  They have already also developed a module for Apache called Passenger (also called mod_rails).  Apache Modules like this have made languages like PHP a brain-dead easy solution for developers and programmers to get web apps up and running.  As I have said earlier, Rails suffered from a complex set of options for hosting.  Mod_Rails really takes that issue out of the equation.  Couple Passenger with Enterprise Edition and you have a well thought out corporate solution for your growing number of Rails applications

Personally, we are looking to use the Enterprise Edition / Passenger combination on an web application we developed internally.  It is exactly what we need to expand deployments of unique instances without overcompensating with more hardware investments.

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Jun
19
2008

Enterprise Ruby for Midwesterners

If three of the four words in that title apply to you (and one of them isn’t ‘for’) then you may want to check out eRubyCon

The guys over at EdgeCase are very talented Ruby consultants.  I have had the pleasure of working with them on a few projects and I can tell you their hearts are wholly into the Enterprise Ruby space. That kind of passion for their craft should translate into an engaging conference.  Certainly, the speakers they have lined up are first rate

My personal opinion is that if you are not using the best tool for a job, you are using a second rate tool. You can be in a .Net shop or a Java shop and still not have the right solution for every problem an Enterprise can throw at you.  If you have been at all impressed by what Ruby can do for you in the Web Framework arena with Rails and Merb, you should really check out the other places it can make a difference in your company.

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