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Data will trump in advertising, if allowed

Written on
Jun 1, 2009 
Author
Edward Barrera  |
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Data will trump in advertising, if allowed

datacenter.jpgADOTAS — In advertising, the general rules are simple: getting a customer to know your brand, want to buy your brand and then finally, buy it.

So for online, the digital game is what is the fastest, best and nowadays cheapest way to get there. And while everyone loves talking about the dream of data-driven advertising, many advertisers and media planners are slow to experiment with pure numbers online because that’s not what they have done. But that might be changing.

According to the NY Times, advertising holding companies like WPP, the Publicis Groupe, Havas, MDC Partners and the Interpublic Group are starting data practices to capture dollars in the fastest-growing category of online advertising in the next five years. A combination of real-time data and ad exchanges, which utilizes online remnant advertising space, brought in $4.1 billion in 2008, and is expected to outpace search, in growth, by 2013.

The problem of course is that data now is not completely reliable, despite what proponents say, and forecasting in the online world is notoriously bad. Add concerns of hysterical privacy advocates, and the growth could be hampered.





Reader Comments.

But the data IS in. On the real leaders and next leaders of brands, and industry. Like sensei in Aikido, they move and adapt. They are counter-intuitive. While savvy and considerate of new data (there will always be new data), brand leaders don’t, can’t, wait for the “completely reliable” and adapts and evolves in motion. The others who choose to wait, will follow and make up their share of the market. – jan zlotnick, strategic-creative marketing director

Posted by Jan Zlotnick | 10:23 am on June 1, 2009.

But the data IS in. On the real leaders and next leaders of brands, and industry. Like sensei in Aikido, they move and adapt. They are counter-intuitive. While savvy and considerate of new data (there will always be new data), brand leaders don’t, can’t, wait for the “completely reliable.” Leaders adapt and evolve and turn the market to their advantage, while in motion. The others who choose to wait, will follow. – jan zlotnick, strategic-creative marketing director

Posted by Jan Zlotnick | 10:25 am on June 1, 2009.

Jan must be savy.
Jan must be savy.
He failed to note
He failed to note
That he had posted
That he had posted
His note already
His note already.
Real leaders know their marketplace and adapt to it.
This has not changed in thousands of years and will not change for thousands of years.
Being on the cutting edge is for the ones with money to burn (not their own).
Tried and true publishers wait for the path to be shown and cautiously follw the “leaders”

Posted by Stu Neilson | 7:30 pm on June 4, 2009.

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