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[ Viewing entries tagged with "Ad Networks" ]
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.
A Dirty Secret, A Double Life: Part 3
In my previous two posts, I described how major branded sites compose the majority of impressions in the top ad networks, and I posited that branded publishers who pursue a hybrid premium/commodity strategy will erode their brand equity and pricing power. The imperative for branded publishers is to embrace one of these two strategies:
A Dirty Secret, A Double Life: Part 2
If you were in the market for a premium computer, and you were presented with these two options…
A Dirty Secret, A Double Life: Part 1
I’m going to give you a secret statistic that may surprise you. And, if you’re a publisher of a branded web property, the statistic should trouble you. It’s the answer to the question:
Call The Other Guy When You're Ready to Compromise
In 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.
Transparency Can Defeat Invisibility
Today the Wall Street Journal ran an article about the newest form of fraud to hit online advertising – invisible ads. Harvard Business School assistant professor Ben Edelman discovered the ads, which were found on websites in several popular ad networks.
Whoever Runs the Network, It's All About Quality
In a recent PaidContent.org article, The New York Times’ Michael Zimbalist provides an insightful analysis of the industry buzz around demand-side networks.
Vertical ad networks are worth the hype
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.
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.
But, as Lee explains, the market factors that spurned the rise of ad networks – increased online usage, growing number of websites, fragmentation, publisher lack of a sales force - aren’t going away. Ad networks are solving problems for both advertisers and publishers, and really only creating problems for the media buyers and planners who need to understand what each of them can contribute to the overall media plan.
Movin’ On Up – Adify Media Moves Up in Network Ranking by comScore for Online Buying Power
Back in early June, Adify Media announced that we were recently ranked by comScore as one of the networks with the highest Online Buying Power Index (BPI) which we thought was very cool. If you read this, you may have scratched your head and thought to yourself, “That’s great and all but what the heck is a BPI?!”
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"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