More advertisers turn to ad networks

A new study indicates that advertising networks aren't going anywhere. In fact, more online marketers and ad agencies are turning to the different ad networks to better serve campaigns.

by Kristina Knight

According to the report, 88% of those surveyed planned to use an advertising network this year and 66% planned to increase their use of ad networks in 2008.

"Whether branding or direct response, (advertisers) are using ad networks in much more creative ways today,” says Joe Apprendi, Chief Executive Officer of Collective Media. “While reach and efficiency continue to be primary drivers, the results provided greater insight on other factors that matter to advertisers, including inventory quality, transparency and audience targeting practices.”

Ad networks, however, aren't one size fits all. Before signing on, marketers need to know how the ad networks work and what types of users are being targeted for the different campaigns. How a network targets a user will determine whether a campaign will be successful or will fail according to most survey respondents.

Marketers are also looking for the reach (52%) and the efficiency (66%) of an ad network. In addition, marketers are looking for control of the process from ad networks (59%). If marketers cannot easily change a campaign when the first response rates are offered, it could drastically change a campaign. Making the process more efficient can save valuable time and money.

Advertisers realize there will be some overlap between the publishers, however, knowing how much overlap to expect can increase their chances of signing with an ad network.