iMedia Connection Blog

Continuing the conversation around optimization and the need for combining both art and science, today’s blog focuses on the effects of content (environment) on your campaign’s results.
Instead of discussing well-worn topics, such as the value of contextual placements and contextual targeting, I’d like to touch briefly on another effect of content dynamics.  You see, the content of a website changes.  It changes all the time.
Dynamic content implies that the environment in which your ad displays is constantly shifting. In turn, that means that the level of distraction around your ad is constantly in flux. Does this detract from the delivery of your message? What about a poorly written article? What is the affect on your advertising of a highly engaging writer?  Does this lead the consumer to be more likely wooed by your message?
I am not touting the presence of unique technology to solve for this problem. I am speaking to the fact that algorithmic optimization, “silicon”-based optimization, so to speak, is a far-off notion. There are just too many variables. Once you think you have the answer, something in the environment changes, and all your calculations for content go awry.
Making a display campaign work in today’s environment is still... Read more