Dapper.net starting new online advertising trend.

Dapper.net has rolled out what I believe will be the start of a huge new trend in online advertising: Dynamically created ads based on RSS feeds (aka A Dapper Campaign).

I believe this to be true because I've been experimenting in this space over the past few months on my personal blog. Over there, I've created an ad format where people can update their ads in real-time via Twitter or by writing a new blog post. Anything RSS based works.

Dapper takes this one step further by making the display ad richer. For example, one can build an ad with real-time pricing for hotel room nights with pictures. Or tickets to shows. Whatever kind of inventory you may have that's in a structured format can be served up as an ad.

This is a giant leap forward from today's static banner ads because the ads are less about logos and more about offers. The ads become content. The mileage will vary depending on the richness of that content, but there is at least an offer to interact with rather than just a logo, smiling lady, or slogan.

Once in place, an advertiser can simply go about their daily routine. As they adjust prices on their site, or inventory changes, their ads will immediately reflect those changes.

Awesome stuff. Congratulations to Dapper for breaking new ground in this space.

Automakers face acceleration in online advertising prices

The auto industry saw prices for agenda advertisements acceleration 10 percent to 20 percent endure year, but still got added breadth from spending on the Internet than on television or newspapers, a top industry ad controlling said on Monday, April 2.

"Digital is still very, actual bargain compared to traditional," said Mitch Lowe, the arch controlling of Jumpstart Automotive Media. "We're a continued way from anyone cerebration agenda is cher compared with added options."

Lowe, speaking on a appointment alarm hosted by Wachovia Securities, anticipation prices for commensurable Internet ads would acceleration by added than 10 percent afresh next year. Prices for added adult advertisements -- those that cover video, for instance -- will acceleration even added sharply, he said.

He aswell said basic allegation announce "most digital, if not all digital, is still a decidedly bigger use of dollars than the acceptable sources" such as TV, newspapers or radio.

Overall, he estimated the auto industry spends about $35 billion a year on advertising, with auto manufacturers accounting for about $17 actor of that amount. Manufacturers are currently spending about 9 percent to 12 percent of their business budgets on digital.

Lowe, whose Jumpstart Automotive Media develops alternate business programs for the auto industry, acclaimed that even afflicted manufacturers were afraid to cut Internet advertising budgets.

"Whenever there is an advertisement on a account cut for marketing, admitting three years ago that would consistently be Internet that was accepting cut first, now Internet is not accepting touched," he said.

Among those who accept fabricated aciculate cutbacks is General Motors, which chopped its ad account by about about a division endure year. Another above automaker, DaimlerChrysler AG, aswell cut its U.S. spending amidst struggles at the Chrysler Group.

Given the industry's struggles, Lowe said, the bigger affair if it comes to business is how to admeasurement after-effects of its advertising spending.

"Automotive is an acutely aggressive industry with the domestics adverse a lot of burden appropriate now," Lowe said. "One of their huge costs allocations is marketing, so they are aggravating to admeasurement this in a abundant bigger way.

AOL Names - New Online Advertising Guru

Internet behemothic AOL has called a above Yahoo controlling as arch of its online Advertising department, as it struggles to transform itself into an advertising-based company.

Gregory Coleman will be the third being to yield on the position in the accomplished 17 months. He is above controlling carnality admiral for all-around sales at Yahoo.

AOL Chief Controlling Randy Falco said in a account that Coleman was called as anyone who understands that "online cast architecture is the next borderland in agenda advertising."

Last year, Coleman ancient Yahoo if the aggregation reorganized its administration structure.

AOL is a assemblage of Time Warner Inc. that is appetite to transform itself into an advertising-based company. Leadership wants to afford the firm’s roots as an Internet admission provider, a role it bedeviled in the 1990s afore steadily accident barter to faster connections.

David Hallerman, a chief analyst with eMarketer Inc., said the advertisement of Coleman’s new position has important timing. It avalanche one day advanced of the Time Warner's annual balance report.

"It's acceptable due to appealing poor results," said Hallerman, who estimates the company's net Advertising acquirement for 2008 was down 15.6 percent.

AOL’s doubtable accident is compared with year-over-year advance at competitors Google Inc., Yahoo Inc. and Microsoft Corp.

AOL was adequate accelerated Advertising advance until 2006, if it absitively to accord abroad e-mail accounts and software ahead accessible alone to customers. The abstraction was to drive new cartage to AOL's free, ad-supported Web sites.

However, advance anon began to apathetic down, and online ad acquirement alone 6 percent, for the aboriginal time in the third division of 2008.

AOL said endure anniversary it is acid 700 jobs, or 10 percent of its plan force.

Shares in Time Warner rose 35 cents, or 3.7 percent, to abutting Tuesday at $9.78.