What Ad-Network Are You?
Since we have really been expanding our efforts in building our network publishing portfolio over the last 3 months, I found this article on MediaPost to be very interesting. It discusses how many of the networks out there today are not and should not be looked as the same. There are many things that differentiate a network and how to determine what network best fits.
Also from a company standpoint as we are possibly exploring the values of moving into our own network some things should be considered… Over the past year over $1 billion in combined value have been used to buyout networks from bigger companies such as Microsoft, Yahoo, and Media Initiatives some of the bigger players in the industry. Obviously this would be the level we would all like to achieve on a whole and moving forward could be useful to what type of representation we would like to achieve as a network and more importantly which one is valued the most.
Most agencies and advertisers have realized the benefit that networks provide for brand response campaigns. It’s through their mass reach, branded sites, and often unique out-of-the-box placements and technologies, that branding and brand response campaigns have been able to be successful using networks.
There are four main components that is determined as an ad-network:
- Site Representation Network: these types of networks fully own their publishers inventory and are recognized as mostly brand only campaigns. They deliver a high quality traffic and do not focus on remnant inventory.
- Advertising Networks: These Networks have non-exclusive publishers, and are mostly blind networks. The inventory is typically remnant space with mostly behavioral networks which allows for strategic media planning.
- Technology Based Networks: These networks fall under the category of retargeting, contextual, and other tech based optimization. This type of network is somewhat effective, with the relevance of contextual users as well as the scalability of retargeting publishers makes a significant difference when determining your best course of action in your media plan. The value of these networks are based on the combined, un-duplicated reach of their network publishers.
- Broker and Exchange Networks: These networks use an exchange model to find cheap inventory with low risk factor. They run as a blind network and use other networks and use their advertisers to run on other remnant space. Usually work on a CPA base model where placement is not so much as important as conversion.
As mentioned in the article all 4 are very effective. Its hard nowadays just to try and focus on only one category but to have a little of all 4. I believe to be completely successful in this world of online lead generation that it is important to have a little of all the types of Networks to be a player in the industry and not to completely limit yourself in any way in becoming a full service online media agency.
Posted on 5/22/2008 by Adam DiSilvestro in Advertising and Marketing
Since we have really been expanding our efforts in building our network publishing portfolio over the last 3 months, I found this article on MediaPost to be very interesting. It discusses how many of the networks out there today are not and should not be looked as the same. There are many things that differentiate a network and how to determine what network best fits.
Also from a company standpoint as we are possibly exploring the values of moving into our own network some things should be considered… Over the past year over $1 billion in combined value have been used to buyout networks from bigger companies such as Microsoft, Yahoo, and Media Initiatives some of the bigger players in the industry. Obviously this would be the level we would all like to achieve on a whole and moving forward could be useful to what type of representation we would like to achieve as a network and more importantly which one is valued the most.
Most agencies and advertisers have realized the benefit that networks provide for brand response campaigns. It’s through their mass reach, branded sites, and often unique out-of-the-box placements and technologies, that branding and brand response campaigns have been able to be successful using networks.
There are four main components that is determined as an ad-network:
- Site Representation Network: these types of networks fully own their publishers inventory and are recognized as mostly brand only campaigns. They deliver a high quality traffic and do not focus on remnant inventory.
- Advertising Networks: These Networks have non-exclusive publishers, and are mostly blind networks. The inventory is typically remnant space with mostly behavioral networks which allows for strategic media planning.
- Technology Based Networks: These networks fall under the category of retargeting, contextual, and other tech based optimization. This type of network is somewhat effective, with the relevance of contextual users as well as the scalability of retargeting publishers makes a significant difference when determining your best course of action in your media plan. The value of these networks are based on the combined, un-duplicated reach of their network publishers.
- Broker and Exchange Networks: These networks use an exchange model to find cheap inventory with low risk factor. They run as a blind network and use other networks and use their advertisers to run on other remnant space. Usually work on a CPA base model where placement is not so much as important as conversion.
As mentioned in the article all 4 are very effective. Its hard nowadays just to try and focus on only one category but to have a little of all 4. I believe to be completely successful in this world of online lead generation that it is important to have a little of all the types of Networks to be a player in the industry and not to completely limit yourself in any way in becoming a full service online media agency.
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