The Adify Blog
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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.
Online Display Ad Market Rebounds, According to comScore
May 13th 2010, comScore reported its findings on Q1 2010 data in the US online display advertising market. Total ad impressions, excluding video ads and house ads, tallied in at 1.09 trillion. This represents a 15% increase in ad impressions over Q1 2009.
Above The Fold
We posted last week about a yearlong study conducted by comScore, Microsoft, and Eyeblaster that revealed that the key to attracting and keeping eyeballs is to pair innovative creative with relevant content. This probably isn’t a huge surprise to anyone, but it should validate the fact that knowing your audience and targeting to relevant users with compelling creative is of utmost importance.
Privacy and What Advertisers Want to Know
The other day, I was shopping for a gift for my daughter’s third birthday. My mother wanted to know what to get for my daughter and I was going to send her a link to the American Girl doll, Rebecca. I visited American Girl’s product page, but I didn’t buy the product.
How to ruin your credibility with customers in 4 easy steps
I’ve been thinking a lot about customer satisfaction lately. “Customer satisfaction” always seems like a general term, something fleeting and hard to measure, kind of like a happiness meter (“on a scale of 1 to 10, how happy are you right now?”). But whether your product is relatively stable or is experiencing growing pains, overall customer satisfaction can make the difference between a thriving business and one that limps along from quarter to quarter.
Reconciling Performance and Privacy
Ari Rosenberg highlights how the very strategy that online advertising used to capture initial advertising spend in the 90s is undermining us. His analysis focus on the inevitable privacy quandary for online advertising. As a member of NAI – Network Advertising Initiative – Adify is striving to protect consumer privacy and gives consumers choices.
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:
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