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BizReport : Advertising archives : October 17, 2008

Report: It's all about ad networks

Marketers, if you are targeting your next advertising campaign only according to websites you may be missing the boat. In the past, targeting ads to website content was fine but in today's marketplace, marketers need more than that - and that means targeting for audience. Which really means it is all about the ad network.

by Kristina Knight

"The trend [we're seeing] is from site-centric advertising to audience-centric," said Joe Apprendi, CEO of Collective Media, an online advertising network. "Marketers are being more exact than ever to find that in-market audience to try to leverage shopper-based behavior rather than just behavioral data." He continued that brand marketers are making the switch somewhat faster than other advertisers; brand marketers are buying adspace based on context and on audience behaviors. Some are even looking for website specific ads.

This trend is likely to become common practice heading into the holiday shopping season and beyond as the US economy softens. Marketers must find consumers who are not only interested in products but are willing to shell out the cash to buy products they may not need at that second. This means that consumer behaviors are going to become more and more important to marketers. This also means that ad networks are going to become more important.

According to Collective Media's new Ad Network Study, about 74% of online marketers are going to spend more with ad networks in the future; 91% of respondents indicated they felt ad networks were safe for brands to use.

Tags: Collective Media, online advertising, targeted ads, targeted content

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