Ad Industry Roundup: Facebook; Google; IDC; European Interactive Advertising Association

David Kaplan
Monday, June 2, 2008; 10:07 PM

-- Ad net exec on how to attain ROI on Facebook: Seth Goldstein, co-founder and CEO of at net firm SocialMedia Networks, offered ad execs some advice on how to move beyond the CPM at a recent Interactive Advertising Bureau forum: aim for the apps like Food Fight or Super Poke on Facebook. But advertisers should be warned that everyone is sick of Zombie Bites, so be careful what you attach your brand to.

-- Google promises better measurements: Not every online ad sales provider can employ about 100 statisticians to crunch numbers day in and day out. But of course, Google ( NSDQ: GOOG) is different. However that might change. Hal Varian, Google's chief economist, says "Marketing is the new finance" and that as the financial services business got more quantitative technology in the 1970s, the marketing world will follow suit now.

-- For the last time: online ad industry is 'recession-proof': Every day brings more prognostications that the online ad business can laugh in the face of a wider economic downturn. IDC forecasts the tough times for traditional media will speed the transition to online media, allowing online ads to grow about eight times as fast as the general ad market over the next four years as revenue doubles to $51.1 billion.

-- Memo to advertisers: turn your attention to European sports: The European Interactive Advertising Association finds that not only are more of the continent's sports fans turning more to online media for their news fix, but they also evince higher engagement with ads. For example, in a telephone survey of 7,008 European sports fans, 57 percent rated internet advertising high on creativity, compared to 51 percent of all European internet users.

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