The Adify Blog
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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.
CPMS Up or Holding Steady According to New Adify Data
Think online CPMs are trending down? Think again.
How Vertical Ad Networks Can Help Interactive Marketers
Forrester Research's recent report detailing "Online Advertising Predictions for 2009," forecasts a rough and tumble year ahead for interactive marketers. Here are three key issues that interactive marketers will face -- and a look at how vertical ad networks (like those powered by Adify) are uniquely poised to help:
Issue 1: Proving budgets and moving the needle. "In 2009, interactive marketers will be charged more than ever with proving their online budgets, driving sales, or moving the needle on key brand metrics." To prove their value, says Riley, savvy interactive marketers will need to "turn to ad networks to find bargains."
She's right: Vertical ad networks, like those powered by Adify, can deliver the premium audiences of quality mid-tail publishers, at a significant savings compared to portals. Consider Martha's Circle, a collection of interior-design-related publishers, marshaled together under the flag of Martha Stewart, the doyenne of home décor. As noted in the February 17th Forrester report "Ad Networks for Brand Advertisers," vertical ad networks like Martha's Circle offer "access to quality inventory at prices below premium brand name publishers' with the service level of a direct sales force." Premium audiences with less waste? Clearly that's a smart buy.
Issue 2: Data ownership as a means to manage efficiency. Riley forecasts that interactive marketers will want to move data ownership in-house, for optimal analysis. This is another area where working with the Adify platform offers advantages, as we clearly recognize that the party that generates the data owns the data -- whether it's the publisher or the advertiser -- so there's no difficulty in doing the analysis you need to do with the numbers you own.
Issue 3: Testing early forms of attribution measurement as a means to keep tabs on ROI. It makes sense that in today's tight economic times everyone is focused on making dollars go as far as possible, with minimal waste. That's why upcoming releases on the Adify platform will include features that give interactive marketers the kinds of insights they need to understand the value of their campaigns on the network. We can't reveal everything yet -- but stay tuned for exciting announcements in the coming weeks and months.
Clearly it won't be the easiest year we've faced as an industry, but as attention swings to stretching the dollar, vertical ad networks are delivering on the promise of budgetary value, data ownership, and ROI analysis in a way that the big portals simply can't match.
Blogs Are Now Major Drivers of Purchase Intent
A recent New York Times article explores how blogs are now a leading place buyers go to research their purchases. The article covers a recent Jupiter Research & BuzzLogic study that found the following:
ADOTAS features 2009 predictions from Russ Fradin
As the year draws to a close, ADOTAS featured some predictions for 2009 from Adify President Russ Fradin.
One Thing That Won't Change
The pendulum of perception has a way of swinging too far in both directions. Only months ago, pundits were claiming that online advertising was virtually immune to a downturn in the macro-economy, because “this time it’s different; advertisers have fully embraced the Web”. And soon, I’m sure we’ll see industry news headlines predicting prolonged doom and gloom. The reality, of course, is somewhere in between. A recession will temporarily affect online advertising revenues, but the following long-term trends will keep marching onward:
Vertical Advertising Increases ROI
Times are tough, economically speaking, and most people are being more aware of their spending habits. Everyone wants to make the most of their money and advertisers are no exception. Advertisers want and need to get the highest ROI (Return on Investment) possible for every ad they purchase. The latest statistics suggest that the best way for advertisers to increase their ROI is through vertical advertising online. Gourmet Ads is a vertical advertising network for food, wine and beer. Its all we do!
Going vertical as growth takes a dive
We’ve all read the grim forecasts - the growth of online advertising will see a significant decline in the coming year.
Online Advertising Remains a Bright Spot in Advertising Downturn
Weakness in other areas of the economy appears to be dragging down overall ad spending slightly, though online advertising growth remains positive. A report from TNS Media Intelligence reveals that overall US advertising expenditures in the first six months this year were down 1.6% year-over-year. Ad spending during the second quarter of 2008 was off 3.7% versus last year.
US Rich Media Spending Up 60% in 1H 2008; Overall Online Ad Spend Up 11%
A new report by Nielsen Online reveals an astonishing 60% growth in online ad spending on rich media formats. This contrasts sharply with online spending on static image formats, which fell 6% in the same period.
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Customer Testimonial
"Vertical networks are emerging as one of the most important innovations in online advertising. By pairing leading media brands with high-quality long-tail content, Adify has taken the lead in this rapidly growing market." Nicole Rousseau
Vice President of Retail Marketing
HSBC