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Robert M. Tas is the founder, president and CEO
of Sportgenic. He was most recently senior vice president of media and technology at 24/7 Real Media, where he was responsible for significantly increasing revenues to $23 million. During his tenure, Robert established a Strategic Account Selling group, as well as closing transactions with Marketwatch.com, USAToday, Discovery, 800Flowers. Robert also helped launch Tacoda Systems, Inc., a behavioral targeting software and network firm. He began his sales, marketing and management career in 1989, working in the enterprise software market with companies such as Sybase, Commerce One and Finjan.

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Audience, Engagment and a Gov’t Ad Network

Written on
Dec 23, 2008 
Author
Robert Tas  |
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Audience, Engagment and a Gov’t Ad Network

audience1.jpgADOTAS EXCLUSIVE — As the end of the year approaches, the media and blogosphere have been in overdrive analyzing and predicting what’s in store for the online advertising industry in 2009. The spectrum of opinions have been wide and varied, with the current state of the economy adding to the passion and flurry of differing views. I, too, have my own predictions for 2009. Here’s my take.

1. Audience rules. Brands want to connect with the right users at the right time in the right place. It is about speaking to the niche audience that will help grow your brand through influence and purchase.

2. Engagement will be the new metric. Cost per million, cost per click, cost per acquisition will become less important. It’s about the connection a brand can make with consumers.

3. Video is hot. Video engagement and distribution will continue to grow. Good content (safe) will be rewarded.

4. Mobile is not. Apps will start to emerge, but won’t become fully mainstream until 2010.

5. Integrated Solutions will dominate. Buyers want a 360 connection with their audience. Publishers that want to differentiate will have to find additional ways to drive value. Publishers that offer marketers the ability to connect with their audience are the ones who will prevail.

6. Cream rises. In a tough economy, marketers will push media partners for value and those without will die.

7. Digital Out of Home. Emerges as the hot new media. Deliver the right message to the right person in the right place.

8. Online advertising is resilient. There is still so much room to innovate in our industry and marketers will continue to experiment with new technology and spend where they know they’ll see a return.

9. Yahoo! gets acquired – shocking. Great brand. Big Audience. Low stock price.

10. The U.S. Government opens an ad network. (Kidding.)

– Express your opinion, comment below.





Reader Comments.

Respectfully disagreeing, Robert, the goal is not for brands to speak to the audience because the audience is already talking. Rather, brands must listen to the words, participate in the dialogue, and change their mindsets.

I agree with your mobile projection. It’s not as wide as it will be, and that won’t happen for at least another year.

Posted by Ari Herzog | 12:54 am on December 27, 2008.

I agree with Ari in regards to #1, but I don’t agree with the mobile projection. Currently there are over 2.7 billion mobile phones in use, smart phones are getting more and more prevalent.

iPhone definitely changed the game and then Android’s cross handset functionality upped it another level by enabling a rich online experience to an even greater audience. I think mobile is the next frontier and a major factor. Just look at the amazing success of the iPhone’s app store. $30 million in the first month is nothing to scoff at.

I also don’t agree with your statement in 8, it’s contradictory. Experimenting is not spending where you will see a return it’s trying out the unknown.

I do however agree with your #2 and #5. They are both very important and while #2 requires a shift in perception and a bit of concept evolution I think we will see this idea spread more widely.

Posted by Josh Peters | 1:43 am on December 27, 2008.

Thanks for the feedback. It’s always great to get the conversation going.

I agree that audiences are speaking and it’s about brands becoming active participants in that conversation. Agencies and media partners need to help brands build programs that tap into what they’re already talking about with each other.

I’m sticking by my mobile claim. It’s growing, but widespread adoption and effective mobile advertising programs won’t hit their stride until 2010.

Posted by Robert Tas | 3:44 pm on December 29, 2008.

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