The Adify Blog
Social Media Audiences: Rent vs. Buy; Build vs. Collect
In her recent video post on New Media Minute, Daisy Whitney describes an important emerging trend: rather than renting social media audiences, major advertisers are beginning to buy them.
The Case for Display Ads Online
In his Adotas article last week (1/7/2010), Timothy Hawthorne questioned the appropriateness of the Internet for branding campaigns claiming that “the Internet is a lean-forward medium. People click purposefully, focusing so intently on the objects of their search, that they don’t take their eyes off the road… nobody seeks out display ads.”
Get What You Pay For
The Center For Media Research released a research brief today on the impact of niche targeting technologies on ad pricing, claiming that the ever-growing number of technologies and channels able to target specific audiences will drive up prices and reduce profitability for advertisers.
Facebook ISN'T the only answer when it comes to online communities
It's interesting to see some recent comments about social media, Facebook in particular, along with the notion of 'online communities'.
Aligning Publisher and Agency Incentives
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.
Custom Campaigns and Publisher Innovation
A lot of people complain that there is a glut of online inventory, but one of the major upsides to this is that abundant supply drives supply side innovation. A great example of this is a very unusual custom campaign that Martha’s Circle sold to eBay. In this campaign, eBay gave Martha bloggers gift cards to eBay, and the bloggers write about their experience. Readers of the blogs participating in this advertising campaign are instantly engaged with the brand via the written content, and the brand’s display advertising on the blogs has higher impact as well. The best part about it is that readers of these blogs value the bloggers opinion, and actually want to hear about their experience. The blogger connects the reader to the brand in a meaningful way. It is also worth mentioning that this campaign adheres to the new FCC ruling requiring disclosure that eBay is a paid advertiser.
Release 4.3 is here
We’re happy to announce Release 4.3 of the Adify platform! The focus of this release is the many enhancements to the new campaign editor. Also included are a number of features to improve performance and convenience, and enhancements for users of behavioral targeting.
Here are some of the features that we rolled out with the release:
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.
Are Vertical Ad Networks the New Portal?
A common misconception about vertical ad networks is that their closest relatives are horizontal ad networks. This misconception exists because of audience targeting advancements: You might ask, “How are vertical ad networks any different than a horizontal ad network that targets a desired audience?” The defining attributes of a vertical ad network are that it aggregates thematically related content and offers an audience in context. Peoples’ responses to advertising vary based on what type of online content they are engaging with. That means even if an advertiser reaches the right person on a horizontal ad network, the ad may not be reaching the audience at the right time. The right time to reach audiences is when they are engaging with relevant content that they like and trust.
Protecting Publisher Rates Starts with Educating Media Buyers
iMedia recently interviewed former Forbes.com CEO, Jim Spanfeller, following up on a piece he wrote for paidcontent.org on publishers’ counter-productive approach to pricing their “remnant” inventory. Spanfeller argued that the idea of remnant inventory is not only misguided and detrimental--but that remnant inventory doesn’t really exist. While Spanfeller’s stance supports our model here at Adify, which enables mid-tail and long-tail sites to sell their inventory at premium prices, we need to acknowledge that remnant inventory exists. Also, monetizing remnant inventory may not be disastrous as Spanfeller makes it out to be if publishers force the sellers of that inventory to be straightforward about the nature of those placements.
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