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Targeting, fear and realityI joined my first Internet company in 1995 (Firefly Network, formerly Agents, Inc. and long ago acquired by Microsoft), and we started out by making recommendations to people. For example, we could recommend cool music you might like based on music you liked. Think Pandora – but 16 years ago without iTunes or broadband. We did the same thing for movies, books and websites – and realized we potentially had valuable information about our consumers that advertisers could use for targeting. Know your networksJohn Gaffney puts a stake in the ground on the distinctions between conventional ad networks and vertical media networks - Can machines build brands?There are two topics that are all the rage in online advertising - machine-based buying and redirecting TV dollars to online. The two conversations frequently overlap (see article in MediaPost) but it’s more than possible that machine based buying will keep TV branding dollars off the internet. In fact, display advertising seems to have an inferiority complex to search advertising – and is trying to be more and more like search. Publishers need to be wary that chasing search will lead to their demise. Success is leveraging what you do that is unique and valuable. Internet Audience Fragmentation Leads to Better Advertising Performance?Do you remember when everyone was panicked about audience fragmentation? When, it seemed like overnight, the Internet grew from email, to millions of websites for every possible interest, passion, and fetish that you could imagine? Suddenly, advertisers were scrambling with how to find their target audience outside of the big guys. Online Display Ad Market Rebounds, According to comScore
May 13th 2010, comScore reported its findings on Q1 2010 data in the US online display advertising market. Total ad impressions, excluding video ads and house ads, tallied in at 1.09 trillion. This represents a 15% increase in ad impressions over Q1 2009.
We posted last week about a yearlong study conducted by comScore, Microsoft, and Eyeblaster that revealed that the key to attracting and keeping eyeballs is to pair innovative creative with relevant content. This probably isn’t a huge surprise to anyone, but it should validate the fact that knowing your audience and targeting to relevant users with compelling creative is of utmost importance. comScore, Microsoft Advertising and Eyeblaster announced the results of a yearlong study to find out how conversion results were impacted by ad interactivity, associated content, and viewing time. The study was designed to demonstrate the impact of Eyeblaster’s Dwell analytics capabilities. The research proved, once again, that the winning combination for online advertising success is to pair quality creative with relevant content that keeps users engaged. It’s simply not about the algorithm. The other day, I was shopping for a gift for my daughter’s third birthday. My mother wanted to know what to get for my daughter and I was going to send her a link to the American Girl doll, Rebecca. I visited American Girl’s product page, but I didn’t buy the product. Ari Rosenberg highlights how the very strategy that online advertising used to capture initial advertising spend in the 90s is undermining us. His analysis focus on the inevitable privacy quandary for online advertising. As a member of NAI – Network Advertising Initiative – Adify is striving to protect consumer privacy and gives consumers choices. We’ve recently been introduced to a promising hybrid model used to sell online inventory that is part CPM and part CPC. Finding a pricing mechanism that encourages good behavior and aligns publisher and agency incentives has been a big challenge for our industry. Publishers tend to favor CPM pricing since what they will be paid for their online inventory is fairly predictable, and the risk for non-performance is placed on the agency. Agencies tend to favor CPC or CPA pricing since they are only paying for performance, and the risk of non-performance is placed on the publisher. |
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