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Consumer Research


Global trends for marcomms professionals

Global trends for marcomms professionals

Compiled by the leadership team at UM’s Global Digital Communications Practice 

Wall Street Journal and Microsoft Team Up

Last week, The Wall Street Journal Digital Network announced an agreement in which Microsoft Corp. becomes the exclusive third-party provider of contextual and paid search advertising for its network of sites, including The Wall Street Journal Online,,, and others.

Last word:  As the online media space becomes more competitive, media owners are looking to the best way to make their media sales more effective and streamlined. This is a huge step for Microsoft as they can also tap into the 20m+ unique visitors the Wall Street Journal has to offer.


Thorn in the Side of the MicroHoo Deal – In an unusually aggressive effort to prevent Microsoft from moving forward with its $44.6 billion hostile bid for Yahoo, Google emerged over the weekend with plans to play the role of spoiler.

Publicly, Google came out against the deal, contending in a statement that the pairing, proposed by Microsoft on Friday in the form of a hostile offer, would pose threats to competition that need to be examined by policy makers around the world.

Last word: A game changer for sure – will have to sit back and watch how this plays out.

MySpace Goes Open Source

MySpace has launched a new site and released code that will allow developers to build applications for the MySpace social networking website. Beginning next month, the platform will be rolled out to users, who can add the MySpace applications to their personal home and profile pages.

All of the applications created on the new site will be able to access publicly available profile information, including a user's friends list, interests, photos and albums, video and status notifications, according to MySpace.

Last word: Finally it’s permeating from Facebook...This presents an interesting opportunity for clients because brands can start to create content and applications that can be relevant in an area which is already populated with consumers rather than have to develop their own on their sites!

Google Overhauls its Search Offering in Korea

Google Inc. said Wednesday it has overhauled its Korean-language search engine to broaden its appeal in South Korea, one of the world's most wired countries and one of the few where Google isn't dominant.

Google has adopted universal search — a results-blending concept that has caught on at other top search engines — for its Korean-language services. Universal search combines search-engine results from a broader array of potential sources, such as videos or pages of books from online libraries, as well as data created by the search engine itself.

Last word: This will differentiate Google’s offering in if this goes to China, beware Baidu!

EMarketer Releases Podcast Numbers

EMarketer has released numbers showing exactly how big time podcasting is presently, and projections on where it is going. By their survey, the US podcast audience alone has reached 18.5 Million audience members in 2008, and number expected to increase by another ten million by the end of 2008.

Last word:  Still an underutilised and a very effective way to reach consumers. Think of it as the new on-demand radio shows.

ADM Set to Announce Advertising and Traffic Standards

On that podcast note, the Association for Downloadable Media has finally announced a date for when they plan to release their long awaited Advertising and Sponsorship Standard and Guidelines for Traffic Measurement - April 16th. The announcement will be made during the upcoming San Francisco ad:tech conference.

Last word: This is a great step towards standardizing this uncharted and fast growing territory...

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