Advertising scarcity in a digital future
ADOTAS — The recent advertising rollouts of new formats by both the Online Publishers Association and the Interactive Advertising Bureau are attempting to staunch the plunging revenue and capture the attention of readers.
The winning advertising formula, said Kirk McDonald, Time’s digital president, is the one that works for online and offline channels. It’s no longer about advertisers creating single platform channel strategies, he told me at Digiday. The new formats are really just another iteration of advertising that was long overdue. (The video, hosted by Youtube, keeps disappearing. If it’s not viewable, here’s the url.)
Reader Comments.
For over 13 years we have been fighting the ad community’s dimunitization of the real value of online advertising…the traditional CPM is the tool the “beat the crap” out of the publishers have used and continue to use…we here at The Auto Channel have never been able to understand why a potential car buyer who looks at specs, videos and then clicks over to an advertisers web site is not worth expotentially more than the pitiful cost per click they are paying? When an auto maker’s direct mail packet cost $8-$10 dollars to produce and distribute and then garners a 2-5% result why is that viewers session and resultant actions not worth at least $10 bucks…what am I unable to understand?
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