I recently came across an article published by MediaWeek entitled, Not Dead Yet: Ad Nets Have Survived, Thanks to the Recession. I think it's a little very presumptuous to infer that the ongoing survival of ad networks (as if they were a species facing extinction) can be attributed to recessionary times alone. The sentiments of this article summarize a lot of the points made in past articles that too have prophesized the death of ad networks. There is certainly no shortage of opinions on the subject of ad network viability. Here's my take.
So, are ad networks dying? Yes, some ad networks are dying, but the species is hardly facing extinction. Hundreds of ad network infants (founded in the last two to three years – a.k.a. the ad network bubble) all began with a similar objective: work with publishers and advertisers to maximize buying efficiency and inventory yield.
Despite this clear, seemingly sound objective, the mass proliferation of ad networks has lead to tremendous inefficiency and a tarnished perception of the value and "place" ad networks set out to occupy at the inception of their kind – effectively rebranding the ad network as "Chief Inventory Commoditizer". While this label may be fitting... Read more
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The Death of Ad Networks: Fact from Fiction
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The Banner: An Easy Target
A personally bothersome topic that I encounter surprisingly often is the notion that consumers largely ignore the banner advertisements that appear on the websites they visit. Really? Are we purporting that something that occupies a significant portion of a user's screen or that is embedded within the content being consumed isn't seen? Doesn't register? Amounts to insignificant branding value?
Are there cases where this statement is factually correct? Yes, absolutely. But such cases are more often the exception than the norm. Nonetheless, they certainly make it easy for one to pick on the banner. Consider the following examples:
Below-the-fold banners: these ads are rarely ever seen and therefore offer little to no advertising value.
A gallery of photos: small banners placed alongside a collection of large colourful photos represent wasted exposure. Users are so focused on scrolling through the gallery that the second or two of potential ad exposure is often lost on engagement with the "next" button.
Occurrences like this can skew studies and, as we have all seen, can greatly influence industry opinion of the banner. To me, the above examples are better cases for banner misuse than they are cases against banner performance. These examples do not inevitably indicate a failure... Read more
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Are your display ads in good company?
The topic of brand safety online has been one of much lively discussion in recent months. A lot of this chatter is being spawned by the influx of brand advertisers dipping their toes into network waters as they endeavour to further optimize the media dollars that get invested into online campaigns.
Much of the dialogue surrounding "brand safe" has centered on networks' publisher rosters, their quality screening procedures, their ability to provide complete transparency, the sources of their inventory, yada yada yada. And some discussions are now going so far as to investigate the ways in which networks are targeting ads. Targeting tactics that are currently under review by bodies like the FTC are stirring valid concern from advertisers who are fearful of potential consumer backlash.
One topic that seems to have been missed all together is the nature and quality of the advertising that shows up alongside yours when you run a display campaign online. Sure, your campaign might be running on a trusted, brand name website known for publishing high quality content that reaches your audience and complements your brand; and the ads might be served using privacy friendly methods.
But, what about the other ads being displayed on that... Read more
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Would you wait 30 seconds to read this post?
Online media is about user-controlled experiences, but now you'll need to wait to read that news article or get your local forecast, at least according to David Payne of ShortTail Media.
As published today in MediaWeek, ShortTail will initiate a beta test of the "Digital 30", a full-screen, deliberately intrusive placement built to showcase traditional 15- and 30-second TV spots. Like an interstitial, this video ad will load between web pages.
Now the article didn't indicate whether the ads could be skipped over like an interstitial, but it hinted that viewers will be tested for their tolerance to view full length spots.
Does this intrusive ad unit have a future online? Last time I checked the interstitial was a dying breed.
Far from new, the interstitial was first adopted towards the end of the last decade and has been used on and off by various publications ever since. It never actually died, but it's never seen much consistent adoption either, most notably because it can have a negative effect on the user experience offered by publishers that support it.
While I agree completely with Payne that that we need to embrace bigger, bolder creative online, I don't agree that in doing so, we should become less sensitive... Read more
Tags: 30-second spot, ad formats, ad units, Video
Posted in Video | No Comments »
In the Standardless World of BT is Transparency the Only Cure?
As an advertiser, the notion of behavioural targeting sounds exciting -- in theory. The allure hasn't escaped countless big brands, notably the major North American automakers who have been on board for years. But does it really live up to the hype that sale execs are touting? Maybe it's just a bunch of overly complex mumbo-jumbo that confuses advertisers into thinking it's something that it's really not.
For those of you who are familiar with Casale Media, you'll know that we don't offer behavioural targeting. Consumer privacy concern is the primary driver for our no-BT position, but second to that is the lack of standards associated with this method of targeting. This doesn't mean that we can't sympathize with clients who use the technology, or try to offer them some advice.
The first thing you need to understand about behavioural targeting is that it needs to be current to be of value. I might be in-market for a new car, but chances are that once I'm in buying mode, it's not going to take me long to make a decision. Personal experience aside, I recently came across some research from TNS Media Intelligence that revealed, "Of new vehicle buyers, 59% researched one... Read more
Tags: advertising networks, behavioural targeting, Media Planning & Buying
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