A different take...

It seems like everywhere I look lately, there is a story about Ad Networks and how they’re going to either (depending on who you listen to) contribute to the decline of online advertising revenue or feel the impact of the decline in online ad spending.

 I have a different point of view. 

Ad networks help buyers buy more efficiently.  It’s not just about low-cost reach anymore.  It’s about working with a network that can package targeted opportunities for brand advertisers across a variety of sites.  This isn’t commoditizing the inventory – it’s actually making it more valuable as it becomes a part of a larger program.  Many networks, just like stand-alone publishers, are pushing the envelope in terms of targeting and custom opportunities. 

Ad networks continue to evolve (we covered this in our white paper). They are now highly-focused and offer  extremely targeted reach.  Sportgenic is an example of this vertical focus, as is Jumpstart Automotive Media and Go Fish.  Quality has improved tremendously and advertisers are receiving even higher ROI – and, all this will only get better. 

 With the current bleak economic outlook, agencies will probably be stretching their resources across more clients.  As a network, we have an opportunity to add tremendous value to the media plan and take some of the work off the buyer’s plate – all in an efficient and effective manner.  

There is still room for growth in our business.  With so much unchartered territory and now isn’t a time to pull back, it’s a time to move forward.

 

Comments

[D.Suber a.k.a.]

Robert - What's happening my friend! I enjoy checking out your blog from time to time. Your post about the iPhone pushed me over the edge - i just bought one!!! Gimme a shout...take care