Ad Industry Roundup: IAB Guidelines; Publicis; Starcom; Blinkx; Time Warner


IAB Issues Reports On Rich Media And Video Game Ads: The Interactive Advertising Bureau its issued its “final guidelines” for ad impression measurement of rich media and a white paper offering to explain the state of video game advertising in all its forms. The rich media ad guidelines seek to update an initial series begun three years ago. The guidelines are intended to establish at what point an ad impression is counted in rich media built with technologies such as AJAX and JSON. On Oct. 19, the IAB will run a webinar, which, along with its report, can be accessed here. The white paper study of video game advertising can be accessed here (PDF).

Publicis Groupe Acquires Italian E-Healthcare Companies: Publicis Groupe continues its string global digital acquisitions this month with the purchase of Italy’s Healthware SpA. Terms were not disclosed. The 11-year-old company operates in the European and U.S. markets and offers healthcare portals and search engine marketing as part of its product suite. In conjunction with that purchase, Publicis also is buying another health-related marketing company, Milan-based Multimedia Healthcare Communication.

Starcom Reforms Smaller Unit Into Digital Ad Shop: StarLink Worldwide, a full-service media agency within Publicis’ Starcom MediaVest Group, has been rechristened Spark Communications. It also has a new focus to go along with the name: the Chicago unit will focus solely on digital initiatives. The agency has already been doing interactive ad work for clients such as NBC Universal, Ad Age notes that interactive media spend currently accounts for a third of its expenditures.

Blinkx To Share Ad Revenue With Video Posters: Online video search engine Blinkx has attached a widget to its AdHoc contextual ad platform that will pay users who embed video clips into their blogs or webpages. Blinkx is instructing interested users to copy the embed code of their video from websites such as YouTube, MySpace, or Google Video, and then drop it into the text box along with the AdHoc widget’s code.

Time Warner Units Promote Movie And Each Other: Warner Brothers’ upcoming holiday film Fred Claus is serving as a point of mutual promotions for the both the movie company and its corporate sibling Time Warner (NYSE: TWX) Cable. The cable unit has created an online gaming site based on the movie, which it hopes will also be able to help TWC draw in potential cable subs, in addition to ginning up the marketing buzz for the film. Additionally, TWC will run a weekly series of video shorts called “Exclusive Extras,” which is designed to highlight its VOD service, Entertainment on Demand.

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