The Adify Blog
Targeting, fear and reality
Today I wrote on the Adify Media blog about behavioral targeting, and why in reality, people shouldn't be afraid.
Know your networks
John Gaffney puts a stake in the ground on the distinctions between conventional ad networks and vertical media networks. Gaffney recommends that advertisers seek out and leverage vertical media companies for their superior content – and admonishes networks to be clear about if they are a content company or a targeting company first. That doesn’t mean one shouldn’t target within premium content or that a targeting company shouldn’t access the unsold inventory of premium publishers – it’s about the core of the value propositions.
Like Mr. Gaffney, Adify believes that vertical ad networks (vertical media networks, content networks) are first about identifying and curating the very best content on specific topics that engages specific audiences. Conventional ad networks are first about optimization and targeting to find the audience most likely to convert (click, buy, engage) across unsold inventory from many publishers.
One of the ways to distinguish a vertical media network from an ad network is if they offer end-to-end transparency specifying their content partners before, during and after a campaign is delivered. A vertical media network or content network is proud of its content partners and is selling engaging placements in context. These vertical media networks perform as branding vehicles where advertisers can engage with their target audience without waste and in a memorable way.
One of the comments stated that the real problem is not the distribution method but rather that consumers ignore online advertising. Advertising out of context in ANY media is ignored – even if it might be interesting to the consumer in another context. Banners are supplemental - integrated packages that make the advertiser stand out and enhance the consumer experience are noticed - and are what vertical media networks offer and recommend rather than pure run of network or run of category banners.
Release 5.2 is here!
We’re happy to announce Release 5.2 of the Adify platform!
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.
Adify Joins Elite Group of MRC-Accredited Companies
We are pleased to announce that Adify has received accreditation from the Media Rating Council (MRC) for its display advertising impressions and clicks measurement. Adify joins Microsoft’s Atlas Media Console as being one of the first to receive this accreditation in the last 12 months.
Plug-and-Play Online Video Monetization: Adify Launches VAST 2.0 Support
Standards. They’re everywhere. Ever replace a light bulb? Connect to a WiFi network? Use a mobile phone? Plug your toaster and computer into the same outlet (not that I’m recommending you do that)? Standards might not be sexy, and when they’re successful we might even take them for granted, but they provide a framework for interoperability and are critical to attaining widespread adoption of product platforms.
The Concept of Customer Intimacy
Mercedes Benz truly understands the value that influencers have. That was clear to me as I watched their VP of Marketing Steve Cannon speak in a magnificent Upper East Side ballroom at the recent ANA Brand Innovation Conference.
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.
Why Facebook Can Be Risky For Brands
Earlier this week Pace Lattin wrote on Industry Pace about the lack of brand advertising on Facebook, concluding that brands aren’t flocking to campaigns and fan pages on Facebook because of concerns over brand safety and lack of control. The risk for customer backlash is just so high, that Facebook promotions are, as Pattin says, “really stupid.”
Samosa Digital is First to Connect Advertisers with South Asian Americans
Today Adify celebrates the launch of our newest partner, Samosa Digital, the first ad network to connect brand advertisers with South Asian Americans, one of the fastest-growing demographics in the United States. To find out more about the South Asian American market and the Samosa Digital story, check out www.samosadigital.com.
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