More Linky Goodness, July 31

A midnight marketing news snack to tide you over til morning:

There’s a Use for Display Ads, After All!

Who knew display ads might actually be useful? A new study from Yahoo and comScore finds that online display ads produced 11% lift in dollars spent in in-store conversions. Search ads yielded a 26% lift in dollars spent.

Most impressive, however, was the result from a combination of search and online display ads: a 83% lift in dollars spent in later in-store conversion. The combination also increased incremental in-store revenue 90% (as opposed to 43% with search-only ads and 15% with display-only).

Display ads were also found to increase page views 37%—comparable to search ads’ effect (46%). Together? 68%.

Finally, MediaPost reports:

The study also found that a joint display and search campaign was more effective at converting online researchers to in-store purchasers–as the combination pushed 43% more in-store purchases than search (26%), or display (6%) alone.

Rough Q2 for IAC

I wonder if Ask’s parent company is regretting spending the big bucks on Crispin, Bogusky + Porter yet—increased advertising costs for Ask.com was one of the many factors cited in contributing to poor results in this year’s Q2, as reported today.

Overall, InterActiveCorp’s revenue rose 5.6% over last year’s Q2, to $1.51 billion (after adjusting for “special items and one-time gains,” as Reuters put it). Their net profit nearly doubled to $95.97 million, up from $53.8 million last year. However, this growth only represents a one-cent increase in earnings per share over last year’s (and falls one cent short of analyst’s expectations).

FCC Agrees to Most of Google’s Demands for 700MHZ Bids

The Federal Communications Commission has made its decision on the ground-rules for winning the 700MHZ wireless spectrum. Remember, Google upped the ante by making a bid provided the FCC agreed to:

  • Open applications: consumers should be able to download and utilize any software applications, content, or services they desire;
  • Open devices: consumers should be able to utilize their handheld communications device with whatever wireless network they prefer;
  • Open services: third parties (resellers) should be able to acquire wireless services from a 700 MHz licensee on a wholesale basis, based on reasonably nondiscriminatory commercial terms; and
  • Open networks: third parties (like Internet service providers) should be able to interconnect at any technically feasible point in a 700 MHz licensee?s wireless network

Pilgrim’s Picks for July 31

Wow, it’s the last day of July already! Ok, you’d better read this news item quick as they’ll turn into mice at midnight tonight.

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More on Google’s Wireless Spectrum Bid Bluff

So, is Google really interested in winning the bid for the FCC’s upcoming 700mhz wireless spectrum auction, or is it just a big bluff?

You can never really tell with Google. Maybe they’re interested in owning the frequency so they can continue their quest to dominate every aspect of our connected-lives. Then again, maybe they’re just using this as leverage. Here’s a ZDNet statement that caught my eye

But the company has been tight-lipped about specific plans for building out mobile access. And now it seems to be hedging its bets between a strategy of partnership and one that puts Google in full control. So while it rails against the phone companies at hearings on Capitol Hill or within city halls, the company is also trying to strike deals with these same operators behind closed doors.