Vertical ad networks are worth the hype

Posted by Joelle Gropper Kaufman on 31 August 2009 | 0 Comments

Tags: Ad Networks, Behavioral Targeting, Vertical Ad Networks

In 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.

It’s an interesting theory. 

Adify offers behavioral targeting to our network builders and advertisers because it is, as Mr. Hirsch points out, a terrific way to reach a known-consumer who has interest in an advertiser’s offer – wherever they are on the Internet.  It can be particularly effective at the last step in the advertising cycle – when someone is behaving as if they are ready to buy. 

Considerable research from comScore and the Microsoft Atlas Foundation has shown that placing advertising budgets heavily against that last click is short-sighted as the volume of searches and conversions rise considerably if a brand has built awareness, perceived value and loyalty through engaging brand advertising (and good products).  This is the type of advertising that is delivered on vertical ad networks – engaging, brand advertising that builds momentum for a product and service.  This sort of advertising cannot rely on consumer that have a short-term interest in buying – it must go further and engage with the consumer who is interested in the latest trends, like Mr. Hirsch, and will at some point talk about, recommend or potentially buy the advertiser’s product or service. 

Media plans are multi-faceted for a reason – consumers engage with advertising differently at different points in the purchase cycle.  Advertising vehicles must be matched with the capability to reach the right point in the purchase cycle. Vertical ad networks offer brand-safe content, highly engaged audiences and unlimited rich-media options to build brand equity and product interest.  Behavioral targeting networks offer consumers showing likely purchase intent and put your best offer in front of them to convert in the short term.  Both are good in the media mix – in their proper capacity.

So, why are people so interested in vertical ad networks right now?

• Because the high quality inventory attracts educated, affluent consumers who spend considerable time visiting these sites
• Because advertisers can create meaningful brand experiences on vertical ad networks that are recalled by consumers
• BBecause people’s passions aren’t cultivated within cookies, they’re cultivated with content