Posts Tagged ‘display advertising’

Some Credit to, but media waste too

April 1, 2009 must be doing a behavioral targeting campaign since I am constantly seeing ads promoting ManU kits and the latest boots. I recently went to a soccer site to see when the Chelsea vs. Liverpool Champions League matches were, so I am guessing that is what started the “targeting”. It’s better to see ads that are relevant to my interests than dancing people and “go back to school” ads constantly.

Now, there comes a point when it’s too much. I can’t tell you how many soccer ads I have seen today. To me, there is a diminishing return on this campaign and it has reached that point. If they are using multiple networks, which I assume they are, that’s great to get some more sites, but BANNER burnout occurs much faster. I am guessing they did not net down the sites so that each network have exclusive inventory, even though all say they do, it’s such a small portion. So here I am seeing the same ad over and over.

Ad networks are a great way to target individuals online, after all, they allow marketers to target the user, not the site. That being said, marketers must be careful about over using them and actually doing more harm  than good to their name. Marketers must look at using multiple networks simultaneously carefully, so they don’t waste media spend and annoy their potential customer. Or flight the networks on a trial to see which ones work the best then move forward with a select few or one. Or use a third-party ad server which helps eliminate the issue completely.

I give credit for targeting me as a consumer, but have a sneaky suspicion they are wasting a fare share of their media budget by utilizing multiple networks and not being able to cap overall impressions to an individual user.


Good thing Google has ad network to compete

August 22, 2008

Although, about 70% of people use Google, it is still only 9th in terms of reaching the masses on the internet. Google’s ad network however reaches 81% which allows Google to get more ads in front of more people. As Google continues to enhance their targeting and reporting capabilities in the AdSense program, it will only increase the likeliness of improved results for advertisers. Advertisers will begin to use Google’s content network similar to other ad networks like Tribal Fusion, Specific Media and ValueClick. They have already made large strides recently with capping and viewthrough conversion tracking.

Ad networks and properties reach

Ad networks and properties reach

The chart from eMarketer shows the top properties and networks by reach.

Banner creative: Be careful

May 29, 2008

Dunkin’ Donuts decided to pull a recent display ad as there were several complaints about Rachel Ray’s black and white scarf. Complaints stated that it was a religious symbol supporting terrorism and Muslim extremism. Dunkin’ Donuts pulled the ad stating “the possibility of misperception detracted from its original intention to promote our iced coffee.”

One must be careful when we design creative units as this is a great example. A simple scarf in an ad, turns into a large debate over racism and terrorism. It’s no longer symbols and colors, as simple clothing accessories can cause quite a stir in the media world.

Importance of ad staging platform

May 15, 2008

Many clients and agency folks sit down and discuss an online display campaign and how it can be so great. Great creative, great results, and great brand awareness all at the same time. However, these are usually the same partnerships that don’t see great results. Why, because they think like offline creative and story board the display unit rather than building one out and placing it in a “live” environment.

The web is a different beast than the radio and TV. Yes, I know you can change channels or surf through over 100 channels of crap, but that requires effort. Offline has content, content, ads, content….

The web is content the way you want it. It’s easy to scroll down past an ad unit, click back avoiding seeing an ad unit, going to another page through a direct search, clicking a link… the creative must have the offer and the brand in every single frame for it to have a chance. Many ads that I have seen take too long to get the brand and message displayed. You must start with the message or offer and have the brand on every frame. The you can include supporting copy, otherwise, consider the creative a failure.

A staging platform of a site allows the client to see how chaotic a site can be and how many ways a visitor can do something other than the desired action which is click. Clients and creatives are both to blame for this as they know no better. If you want better results, test the creative first in “live” platform and see if you can see the reason its being created in the first place.

ESPN cuts ties with Ad Networks

March 25, 2008 has made a bold move and cut ties with ad networks. They are taking the stand that arbitrage and algorithms that are the current basis of online advertising is not for them. It will be interesting to see if ESPN’s cry for other large sites to follow suit is heard and accepted or if they continue the mixed sales channel of direct sales and filling remnant inventory with ad networks.

Clearly, there are two groups that are forming within the online marketing world. The math driven data side and the premium brand inventory side and ad networks are being caught in the middle. I see arguments for both parties as to why they are right, but unfortunately I can only see both for large sites such as ESPN. There are thousands of smaller sites that rely on ad networks to pump ads through the system to support their sites as they don’t have a full time sales force to sell premium sponsorships or placements.

This will be an interesting intersection in the online display advertising future to watch and see how other large premium content sites react and if they take the stance of ESPN, or still allow ad networks to sell their remnant inventory. This might be the first domino in a long line of moves that shake up the display advertising model, and I am sure the big boys of Yahoo and Google are taking note, not to mention the likes of, Specific Media, Valueclick and the likes. aggressive online recruiting….Romney induced?

January 25, 2008

I recently saw a banner for the LDS church site stating for their Truth Restored campaign. The call to action was “chat with a Mormon”. I thought it was a little strange to see the message, but out of curiosity, I clicked through and was able to chat with a missionary about any questions I had regarding their site, and I assume faith. I think this is a fairly radical approach to growing the numbers in the faith, but during Mitt’s presidential run, not a bad time to leverage it. This is the first time I have seen a religion push online marketing to recruit and answer questions, maybe they are on to something.

I don’t know if this is going to help or hinder Romney, but I think there is a connection to the timing as Mormonism has become a strong topic in the political debates. If someone has an evaliant account, I would be interested to see where the ads are running and what the campaign details are. I never have questioned the church as being entrepreneurial, they make members where garments which they sell through church owned stores and make a nice little profit on.

I can congratulate them on taking an interactive approach to recruiting and teaching, but am a little shocked at the method.

Ad “not’works or Ad networks??

December 13, 2007

There seems to be more and more reports about ad networks and the struggles that marketers are facing using them. This could be because they are becoming mainstream and there is just more use and now more reported struggles, or the networks are struggling to stay ahead of the interactive marketing world and advertiser demands. If you look at web analytics, there have been huge gains made from the original “hits” metric to the reporting that Omniture and Web Trends can offer.

I believe that the Ad networks need to make some changes in the way that they operate if they want to grow and develop. I see a few fundamental issues with current state of the ad networks.

  1. A lack of disclosure
  2. Placement difficulties
  3. Unreliable network data
  4. Struggling with the “O” word: Optimization
  5. Poor service

I would like a network to show me a list of sites my ads would appear on, with strong confidence an ad about Honey Baked Ham wouldn’t appear next to content about vegetarian dishes, to the appropriate amount of people who fit the criteria, and then be able to further optimize to only those who have been to my site, and on top of all that; be able to work with me on making a better campaign.

If a network can improve in those five areas, I think they will be a successful network and survive the sudden influx of ad networks.