Random Predictions
ADOTAS — I have been gathering predictions; articles, short posts and quotes. I’ll be rolling them out over the next two weeks. Here are some from Adify president Russ Fradin. The company enables vertical ad networks for major media companies such as Martha Stewart, NBC Universal, POLITICO, and others. It was acquired by Cox Enterprises in April:
“Advertisers will reduce or eliminate experimental budgets – which might
mean less mobile, less widgets and less social media experiments. We’re
already seeing this contraction where advertisers focus their budgets on
campaigns proven to get predictable results.”
“Direct response advertisers will push for cheaper and cheaper inventory
- and the continued expansion of cheap social media inventory will
provide a lot of buying opportunities for those advertisers. Performance
advertising networks will be pressured on their prices and ones without
defensible inventory and technology will begin to falter.”
“Brand advertisers will insist on measurable performance and will push
for high quality placements on contextually relevant sites. They will
expand spending online because of the measurability, but only in
environments where their brand will be well received and with creative
that can engage target audiences. Destination sites and vertical ad
networks with unique, on-target inventory will gain share of this spend
at the expense of news and portal sites.”
– Express your opinion, comment below.
Reader Comments.
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