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Reader comment on adware, marketing metrics and the Rubicon Project

Written on
May 8, 2009 
Author
Edward Barrera  |
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Reader comment on adware, marketing metrics and the Rubicon Project

readers_small.jpgADOTAS — Readers had some strong opininons on adware, online ad and marketing metrics and the Rubicon Project.

Online advertising: Time and engagement beats CPM

Sue:

“I agree with the previous poster that relevance is more important than time spent. If you place a Barbie doll ad on a site that talks about race cars it doesn’t matter how much time the user spends on the site, they aren’t likely to click on the ad. Relevance is key. Advertisers want conversions and are willing to pay for it. But it needs to go further than just a click, it needs an action. CPA is a better model for advertisers Affiliates who match ads and content get paid well by the advertisers because the convert more end users into action.”

Bob Gordon:

“Time Schmime…when an advertising message is thoughtfully matched to the content it will be placed into, the viewer will be more than happy to click on the ad the instant they recognize the ad’s relevance to their desire for more information…so advertising’s future is not CPM or a Time metric, but “relevant and exact advertising matched to content”, as opposed to the Ron Popeil advertising principal which states “the crappier the content the more orders I get”. Most online advertising today is bought by buyers and planners who never see the context into which the ads they are buying are placed…shame shame.”

Online branding in the age of performance

Sue:

“All advertising is not created equal. There are different advertising quivers available to marketers, based on specific needs and situations. For those marketers with a need to generate a quantifiable amount of leads/revenue with their ad dollars, general awareness or even online display campaigns aren’t the best fit-for-purpose. With emerging digital capabilties and new media models such as CPA (cost-per-action), marketers can allocate risk-free dollars towards generating quantifiable numbers of customers and revenue dollars. Affilate networks such as Hydra, create brand-building campaigns using email, display, search, video and social media. These campaigns run over a network of affilates and generate costs only when deals close. These types of campaigns can actually be used to subsidize some of the softer marketing tactics which still have their place in the mix.”
advertising principal which states “the crappier the content the more orders I get”. Most online advertising today is bought by buyers and planners who never see the context into which the ads they are buying are placed…shame shame.

Forbes mistake leaves Rubicon Project rumor

Frank Addante [Rubicon founder, CEO]

“Let me just get it out there (again) from the horse’s mouth: We do NOT work with advertisers or agencies directly.

No one– not Google and not us– could ever be the best at servicing all the needs of all advertisers. Someone will always be innovating and coming up with new solutions, ad products, ad optimization technology, creative development, data and so on. Rubicon’s job is to provide the infrastructure to enable that.

And, according to Think Equity’s recent report, the Secondary Premium (non-guaranteed, pre-emptable) ad market alone in the US alone is $15BN. We charge 15% for our service, so 15% of $15BN (and even larger market worldwide) is a $2.25BN opportunity. That’s an opportunity we’ll take.”

Jim:

“The Rubicon Project in my opinion is a trojan horse. They will aggregate all the ad networks and publishers under the ‘Visa’ infrastructure assumption story and once they achieve critical mass, they will allow advertisers to directly buy. The ad networks will be trapped by the need for reach/volume and the publishers will have a win win. This is not complex to understand. Rubicon will not be happy with thin margins in the end, the VCs will push them to alter the model. The silly ad networks have fallen for it, but within a year will learn their lesson.

Regardless of Forbe’s story flub, they actually forcasted the future.

> A very large Publisher”

Adware: What Went Wrong?

James:

“Funny how people don’t lump AOL into this:
Technically AOL is/was the largest ad supported software ever. It just provided enough features for users not to uninstall it.
Right? Oh no wait… no. I guess people did.
At least AIM is still going strong as an ad supported software and it still has one pop up.

The CMO Screams: Marketing Metrics for the Corner Office!

Adam Smithline:

“This isn’t new. It’s called ROMI, or return on marketing investment. And you’re right – profit is the only thing that matters in business, so only measurable marketing efforts can win the day.

Unfortunately, it is one thing to talk about it and something quite different to do it. I’ve been fortunate enough to have the backing to implement ROMI reporting at three companies, and in all cases it was a major effort. At large companies it can take years of work to build the infrastructure and process needed to tie spend to results. But if marketers want to reach their full potential there is no workaround.

I would like to hear more on this topic, including case studies and discussion of the challenges others have encountered and solutions others have implemented.”





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