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Spending Ad Dollars Wisely

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Jan 13, 2009 

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Edward Barrera  |

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Spending Ad Dollars Wisely

ADOTAS — Search, display and video ad campaigns will get the most ad dollars, while experimentation will hold off, according to Andy Atherton, Brand.net COO.

“(This) will be a year of back-to-basics marketing. Advertisers and the agencies that represent them will be hyper-focused on maximizing the efficiency of the dollars they spend.
Unlike some, I don’t think “efficiency” means more focus on direct response. That’s too narrow. I think efficiency means more broadly getting the most possible impact out of the resources available, without compromising on quality. So I think we’re going to see more focus on core initiatives and tried/true techniques with measurement whenever possible.
That means straight ahead search, display and video campaigns will represent a higher share of spending and there will be less experimentation with newer/niche capabilities like widgets or virtual gift.

– Express your opinion, comment below.

Tags: Andy-Atherton, brand.net, display, internet-advertising, prediction, search and video

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