What to consider when choosing an ad network

Recent surveys have pointed to the growth of online advertising in nearly every sector, but few have hit on how advertisers are increasing their spending. Very few are taking the do-it-yourself approach of buying direct from websites and publishers.

by Kristina Knight

"Advertisers with diverse objectives, whether branding or direct response, are using ad networks in much more creative ways today,” says Joe Apprendi, Chief Executive Officer of Collective Media.

Results from the 2007 Ad Network Study from Collective Media show 66% of online advertisers plan to increase the use of online ad networks this year. There is a problem, however. With the growing numbers of online ad networks, many potential advertisers aren't sure which network to use.

The decision will be different for every advertiser, but there are considerations to be taken into account that will make the decision easier.

First, consider how a network targets the advertising. Are they targeting a very specific demographic? Do they disperse ads throughout all demographics? Does their ad network appeal to a specific demographic group? If these considerations are the case, and those demographics fit the advertiser demographics, it could be a good fit.

Second, consider the reach and efficiency of an ad network for the buy. Will the ad network reach a demographic that an advertiser couldn't on their own? Will the buy be more efficient and cost-effective when completed by a network?

Finally, consider how much control the advertiser has with a specific ad network. If the campaign requires a lot of advertiser attention, but changes cannot be made quickly and effectively, a different ad network may be a better fit for the company.