Here’s the counterpoint to Publicis’s mildly optimistic take on the ad market yesterday: Rival ad-holding company Interpublic Group’s report, which is mildly pessimistic. But the takeaway is the same: If things get better, anyone who’s not Google won’t see much real sign of it until next year.
It’s all well and good for Google to say the worst is over. But what about media companies that survive on revenue streams other than search ads?
Things should be better for them, too, says Publicis, one of the biggest advertising companies in the world. The French holding company, which announced its results today, says things bottomed out this summer.
Last month, the New York Times was attacked by hackers who bought fake Web ads from the publisher. And one of the world’s biggest ad companies says that won’t be the last assault. But the solution runs counter to industry trends.
Give this to Steve Ballmer: After getting roundly hammered in the past few years for either missing out on deals (see: AOL/Google) or paying too much for the ones he did land (see: Facebook at $15 billion), he seems to be on a roll.
Last week, Microsoft was roundly praised for the way it structured its Yahoo deal. And today, the company seems to have struck a smart pact with Publicis, which will pay $530 million for Redmond’s Razorfish digital ad agency, which Ballmer never wanted anyway. Just as important: The French ad giant will agree to buy a certain amount of search and display inventory from Microsoft over the next five years.
Web video publishers are desperately trying to figure out how to make money selling ads against their clips, but Viacom’s MTV Networks says it has figured it out: Use lots of ads in each clip!
It’s now very old news that the online ad market is going to get roughed up next year. But by how much? Don’t bother guessing until the end of the month: Online ad execs say sales have basically stopped until the end of the holiday season.
Peter Kafka has been covering media and technology since 1997, when he joined the staff of Forbes magazine. Most recently, he has been the managing editor of the tech and media Web site, Silicon Alley Insider. Read more »
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