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There’s more to just reach…A recent article on Ad Age speaks to the value of ad networks as the Internet continues to fragment. The author accurately points to the many media companies who once shunned networks, but then have either moved to buy them, or create their own to take advantage of their inherent value: reach, targeting, price. Call The Other Guy When You're Ready to CompromiseIn Steve McClellan’s AdWeek article from 10/12/09 titled “Doing Battle With Media Complexity,” he discusses the very salient and real problem facing advertisers today: not knowing where, when, to which audience their ads are being shown or with what program their ads run on television-placed campaigns. Any problem that has the possibility of damaging a brand’s good name in the marketplace is a significant one indeed. You name it - There’s a network for that.eMarketer published a report by Econsultancy and Rubicon Project today titled The Pros and Cons of Ad Networks. The report highlights the many aspects of networks that are appealing, and not so appealing, and brings home the important point: networks are not a ‘one size fits all’ model. Candy is King!In many ways, the exhibit booths at last week's MIXX Conference were living, breathing come-to-life ads that were all vying for attendees' time and attention. Our booth had a very steady flow of visitors and since I managed our overall booth presence, I have to wonder - What made our "living, breathing ad" work so well? Why Cox bought AdifyFor those of you still wondering why Cox acquired Adify, this interview with a Senior Manager at Del Monte, should help shed some light… Vertical ad networks are worth the hypeIn today’s Digiday: Daily, The President and CEO of Audience Science attempts to de-mystify the current enthusiasm for vertical ad networks by claiming that behavioral targeting does the same thing, at scale, as a vertical ad network. Marketing works, but maybe not how you think…As an advertiser, you send a direct mail piece to your target audience. You reach out to them with an online ad. You launch a full-scale TV and print campaign. You even go so far as to buy a billboard placement. Now that the money is out the door, how do you measure success? Call Off the Ad Network Apocalypse!At Adify, we’re in the business of helping enterprise media companies and niche entrepreneurs create ad networks; in fact, we just announced 200+ networks in June. We’ve definitely contributed to the large numbers of ad networks in the market today, most of which, as Warren Lee points out today in AdAge, were predicted to be “toast” by now. Black Friday is Coming – Start Your Advertising EnginesIt’s the middle of summer but your attention should be on November. That’s right, it’s time to plan for the biggest offline and online shopping days of the year – the Friday and Monday after Thanksgiving. |
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