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Ad network insights

Written on
Feb 27, 2009 
Author
Edward Barrera  |
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Ad network insights

adotas_small_01.jpgADOTAS — The toughest part of my job is sifting the wheat from the chaff when it comes to ad networks.

With more than 350, and growing, it’s hard to distinguish, with hard, reliable data, which has the right model as opposed to the bad actors out there. Blaise Nutter, from iMedia, had a couple of insights on what works, which include uniqueness, trust, relationships, transparency and approach, from the companies that use them.

One company wanted to connect with the people who drive word-of-mouth on the internet, so it sought out Lotame Solutions. It’s a social ad network that allows brands to locate, target, and connect with influencers in any particular market. It had the people, and data, that nobody else had. The lesson, Greg March, media director at Weiden + Kennedy, told iMedia, “be unique. There are 350 of you guys. Ninety-nine percent of what you do is identical, so figure out what you do differently, explain to me why I can’t do it myself, and convince me that it’s valuable.”

For another company, ICON International, trust was a key into getting in the door. Jocelyn Griffing, senior VP and director of online marketing, has established a working relationship with Jason Krebs of Short Tail Media. But the ad network also has a turn-key model, making it easier for advertisers to find space on elite, top-tier publishers.

Sean Cheyney, vice president of marketing and business development at AccuQuote, wants transparency, which is why he works with Collective Media. He also gets the publishers he needs and performance he demands.

Good Health Advertising is another ad network Griffing uses. Since it has the health space, transparency isn’t complete, but it has a unique model. It has a “holistic, approach to its inventory that covers illness, preventation, and health.

Express your opinion, comment below.





Reader Comments.

Google, Yahoo, Facebook, MySpace – thats all you really need.

Posted by John Kitover | 1:01 pm on February 27, 2009.

Best practices would be to always ask how the network acquires inventory –do they rebroker, do they pre-buy? What about above the fold inventory? Are they buying from brand safe content sites? Do they offer a guarantee to always be in a brand safe environment?

Posted by Melinda Stackpoole | 1:29 pm on February 27, 2009.

If you want real value go with gaming! More people are gaming now than ever before. Males, females, young adults, house wives, wealthy, educated, and their spending money (gaming is not cheap). These individual are ready and willing to be engaged in games and creative advertising. They have come to have fun and be entertained. Catering to this audience is a gold mine. Intergi has the largest gaming audience in the world and many of the biggest names in the biz. Try it… you’ll be impressed! kc@intergi.com

Posted by Kyle Catinella | 2:18 pm on February 27, 2009.

We hear from online advertising agencies that there are over 3000 ad
networks in the market. Top media brands like Google Display, Yahoo
Network, MSN and Platform A, are taking the lion’s share of the
Network buys for branding dollars, leaving only direct marketing dollars for
other networks. One challenge is getting the face time with the buyers to
differentiate ourselves. Also, we fight an uphill battle to sell traditional
audience targeted campaigns on CPMs when agencies are really buying low cost
“cookie based traffic” and they are paying only for the traffic that meets
their clients behavioral target. While I believe cookie based traffic is
very solid performer, the low cost pricing that some agencies are paying is
out of sync with the true value the bulls eye audience target it delivers.

Posted by Ken Margolis/PremiumChannels.com | 2:22 pm on February 27, 2009.

Ken – I havn’t heard the term “cookie based traffic”. Can you describe that?

My company provides per-user affinity targeting (interests and strength of interest) on a both keyword and category basis – is that what you mean by ‘cookie based traffic’?

Posted by MikeD | 1:56 am on February 28, 2009.

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