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BizReport : Advertising archives : May 08, 2008

The rise of DIY display advertising

Could do-it-yourself display advertising do for the online advertising industry what online travel booking did to the travel agent industry?

by Helen Leggatt

Forty percent of the $20 billion online ad market will be from display advertising over the next four years. If do-it-yourself display advertising services continue to grow, much of that money will ]go nowhere near a traditional ad agency, reports the Wall Street Journal.

The process of creating display ads using an agency is often drawn out and expensive. Creative teams and account teams cost money, money which some marketing budgets just can’t stretch to.

The good news for small and medium sized businesses is that it is increasingly easy to produce their own display ads and develop campaigns in-house for a relatively small sum. AdReady, AdItAll and AdBrite all offer self-serve display advertising services and most deal on a commission only basis.

"In order to really move into large masses of advertisers, display advertising has to be easier and simpler. Google did this with search advertising. We think the same thing has to happen with display," Ajay Agarwal, managing director of Bain Capital Ventures, told the WSJ.

Tags: display advertising

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