With the recent or not-so recent in some eyes downturn in the economy, marketers are beginning to look at every dollar spent and what the return is. They are no longer just forking over dollars for sponsorships and “new cool things” to try and be associated with the next up-and-comer. Enter ad networks. As ad networks have grown and become more sophisticated regarding targeting, reporting and accountability, marketers are seeing the value in using them to reach their target audience online much more cost effectively than traditional mass media and portal or site specific display advertising.
This downturn in the economy could not have come at a better time for ad networks that are just starting or for those that have been around for awhile. They have a strong platform to build from, and marketers are shifting budgets to more accountable and less expensive media, which ad networks are. So as many people said ignore the click rate a few moths ago, it now appears that the economy has driven the click rate back to the drivers seat.
