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5
2
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<p>At least that's what Citigroup analyst Mark Mahaney is tentatively saying. According to <a href="http://mediamemo.allthingsd.com/20090929/cautiously-upbeat-ad-news-of-the-day-display-ads-improving/">AllThingsDigital</a>:</p>
<p style="padding-left: 30px;">"The Citigroup (C) analyst spoke with PubMatic and the Rubicon
Project, two 'optimization' firms that help publishers manage inventory
they hand over to ad networks. And both say they’re seeing continued
upticks in sales and demand."</p>
<p>Those two firms may not be emblamatic of the entire online ad business, but they both say that money is "increasingly going to “performance-based” ads, which are paid for only when someone interacts with them."</p>
<p>That would also line up with the seismic shifts that are currently happening in the display business. </p>
<p>As search dollars grew online, for years many traditional advertisers kept their brand building dollars in print ads. Mostly, because they were perceived to be more effective, and generally better looking. Futhermore, display ad click-through rates are abysmal. </p>
<p>But as advertising budgets shrunk with the recession, print advertising has suffered. And when those brands start having more money to spread around, chances are it will go online. </p>
<p>That's one reason why online behemoths are investing in display now. Google recently jumped into the fray with an <a href="http://econsultancy.com/blog/4642-google-launches-doubleclick-ad-exchange">ad exchange</a>. And after essentially giving up on search with its deal with Microsoft, Yahoo is repositioning itself as a <a href="http://econsultancy.com/blog/4663-yahoo-releases-new-ad-campaign-about-y-ou">display advertsing megalith</a>. Meanwhile, AOL under Tim Armstrong is also making <a href="http://econsultancy.com/blog/4652-tim-armstrong-the-future-is-content-2">a big play for the display space</a>. </p>
<p>According to Jeff Levick, AOL's new ad boss, it's all about context. AOL has been ratcheting up its content creation in efforts to make its advertising more valuable. <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114255">Says Levick</a>:
</p>
<p style="padding-left: 30px;">
"That's what's being defined as we enter the next wave of Internet
advertising. Matching up content and advertising early in the process
rather than trying to match ads with content down the funnel." </p>
<p>Right now, the main issue is creating more useful advertising and figuring out how to measure it.</p>
<p>Shelby Bonnie, CEO of <a href="http://www.crunchbase.com/company/whiskey-media" title="Whiskey Media">Whiskey Media</a>, thinks we should kill off the CPM entirely. He wrote from <a href="http://www.techcrunch.com/2009/09/25/lets-kill-the-cpm/">TechCrunch</a> last week:</p>
<p style="padding-left: 30px;">"At some point, publishers decide that if all clients care about is
impressions, then OK, we’ll give them impressions. The output is an
industry that overproduces shallow, superficial, commoditized
impressions. Why do we have so many bad sites that republish the same
junky content–content that’s often made by machines or $1-per-post
contractors? Why do sites intentionally try to get us to turn lots of
pages with tons of <a href="http://www.forbes.com/2009/06/03/forbes-100-celebrity-09-actors_slide_2.html">top 10 lists,<img alt="" src="http://i.ixnp.com/images/v6.9/t.gif" style="" /></a> <a href="http://www.nytimes.com/slideshow/2009/09/24/realestate/0927-scapes_index.html">photo galleries,<img alt="" src="http://i.ixnp.com/images/v6.9/t.gif" style="" /></a> or <a href="http://www.huffingtonpost.com/2009/09/25/new-york-times-to-offer-b_n_299699.html">single-paragraph summaries of someone else’s story<img alt="" src="http://i.ixnp.com/images/v6.9/t.gif" style="" /></a>?"</p>
<p>Clearly, something has to change with display advertising. Whether online ads are measured by CPM, CPA, CPC or some completely different metric, as people go online, brand advertising is going to have to travel with them. The trick now is proving display can perform when that shift happens.</p>
<p> </p>
<p>At least that's what Citigroup analyst Mark Mahaney is tentatively saying. According to <a href="http://mediamemo.allthingsd.com/20090929/cautiously-upbeat-ad-news-of-the-day-display-ads-improving/">AllThingsDigital</a>:</p>
<p style="padding-left: 30px;">"The Citigroup (C) analyst spoke with PubMatic and the Rubicon
Project, two 'optimization' firms that help publishers manage inventory
they hand over to ad networks. And both say they’re seeing continued
upticks in sales and demand."</p>
<p>Those two firms may not be emblamatic of the entire online ad business, but they both say that money is "increasingly going to “performance-based” ads, which are paid for only when someone interacts with them."</p>
<p>That would also line up with the seismic shifts that are currently happening in the display business. </p>
<p>As search dollars grew online, for years many traditional advertisers kept their brand building dollars in print ads. Mostly, because they were perceived to be more effective, and generally better looking. Futhermore, display ad click-through rates are abysmal. </p>
<p>But as advertising budgets shrunk with the recession, print advertising has suffered. And when those brands start having more money to spread around, chances are it will go online. </p>
<p>That's one reason why online behemoths are investing in display now. Google recently jumped into the fray with an <a href="http://econsultancy.com/blog/4642-google-launches-doubleclick-ad-exchange">ad exchange</a>. And after essentially giving up on search with its deal with Microsoft, Yahoo is repositioning itself as a <a href="http://econsultancy.com/blog/4663-yahoo-releases-new-ad-campaign-about-y-ou">display advertsing megalith</a>. Meanwhile, AOL under Tim Armstrong is also making <a href="http://econsultancy.com/blog/4652-tim-armstrong-the-future-is-content-2">a big play for the display space</a>. </p>
<p>According to Jeff Levick, AOL's new ad boss, it's all about context. AOL has been ratcheting up its content creation in efforts to make its advertising more valuable. <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114255">Says Levick</a>:<span class="articleText">
</span></p>
<p style="padding-left: 30px;">
"That's what's being defined as we enter the next wave of Internet
advertising. Matching up content and advertising early in the process
rather than trying to match ads with content down the funnel." </p>
<p>Right now, the main issue is creating more useful advertising and figuring out how to measure it.</p>
<p>Shelby Bonnie, CEO of <a title="Whiskey Media" href="http://www.crunchbase.com/company/whiskey-media">Whiskey Media</a>, thinks we should kill off the CPM entirely. He wrote from <a href="http://www.techcrunch.com/2009/09/25/lets-kill-the-cpm/">TechCrunch</a> last week:</p>
<p style="padding-left: 30px;">"At some point, publishers decide that if all clients care about is
impressions, then OK, we’ll give them impressions. The output is an
industry that overproduces shallow, superficial, commoditized
impressions. Why do we have so many bad sites that republish the same
junky content–content that’s often made by machines or $1-per-post
contractors? Why do sites intentionally try to get us to turn lots of
pages with tons of <a href="http://www.forbes.com/2009/06/03/forbes-100-celebrity-09-actors_slide_2.html">top 10 lists,<img id="snap_com_shot_link_icon" class="snap_preview_icon" style="border: 0pt none; margin: 0pt ! important; padding: 1px 0pt 0pt; max-height: 2000px; max-width: 2000px; min-width: 0px; min-height: 0px; font-style: normal; font-weight: normal; font-family: "trebuchet ms",arial,helvetica,sans-serif; float: none; position: static; left: auto; top: auto; line-height: normal; background-image: url(http://i.ixnp.com/images/v6.9/theme/silver/palette.gif); background-color: transparent; visibility: visible; width: 14px; height: 12px; background-position: -1128px 0pt; background-repeat: no-repeat; text-decoration: none; vertical-align: top; display: inline;" src="http://i.ixnp.com/images/v6.9/t.gif" alt="" /></a> <a href="http://www.nytimes.com/slideshow/2009/09/24/realestate/0927-scapes_index.html">photo galleries,<img id="snap_com_shot_link_icon" class="snap_preview_icon" style="border: 0pt none; margin: 0pt ! important; padding: 1px 0pt 0pt; max-height: 2000px; max-width: 2000px; min-width: 0px; min-height: 0px; font-style: normal; font-weight: normal; font-family: "trebuchet ms",arial,helvetica,sans-serif; float: none; position: static; left: auto; top: auto; line-height: normal; background-image: url(http://i.ixnp.com/images/v6.9/theme/silver/palette.gif); background-color: transparent; visibility: visible; width: 14px; height: 12px; background-position: -1128px 0pt; background-repeat: no-repeat; text-decoration: none; vertical-align: top; display: inline;" src="http://i.ixnp.com/images/v6.9/t.gif" alt="" /></a> or <a href="http://www.huffingtonpost.com/2009/09/25/new-york-times-to-offer-b_n_299699.html">single-paragraph summaries of someone else’s story<img id="snap_com_shot_link_icon" class="snap_preview_icon" style="border: 0pt none; margin: 0pt ! important; padding: 1px 0pt 0pt; max-height: 2000px; max-width: 2000px; min-width: 0px; min-height: 0px; font-style: normal; font-weight: normal; font-family: "trebuchet ms",arial,helvetica,sans-serif; float: none; position: static; left: auto; top: auto; line-height: normal; background-image: url(http://i.ixnp.com/images/v6.9/theme/silver/palette.gif); background-color: transparent; visibility: visible; width: 14px; height: 12px; background-position: -1128px 0pt; background-repeat: no-repeat; text-decoration: none; vertical-align: top; display: inline;" src="http://i.ixnp.com/images/v6.9/t.gif" alt="" /></a>?"</p>
<p>Clearly, something has to change with display advertising. Whether online ads are measured by CPM, CPA, CPC or some completely different metric, as people go online, brand advertising is going to have to travel with them. The trick now is proving display can perform when that shift happens.</p>
<p> </p>
<p><span class="articleText">
</span></p>
2009-09-29T22:24:05+01:00
0
1
html
<p><strong>Display advertising may not have the reliable click-through rates of search, but after months of economic weakness and public disparaging, numerous online companies have been ratcheting up their display ad businesses. And it may be a bit early to say definitively, but it's starting to look like display is making comeback. </strong></p>
<p><strong>Display advertising may not have the reliable click-through rates of search, but after months of economic weakness and public disparaging, numerous online companies have been ratcheting up their display ad businesses. And it may be a bit early to say definitively, but it's starting to look like display is making comeback. </strong></p>
false
4702
<p>Econsultancy recently published an <a href="http://econsultancy.com/reports/online-advertising-survey"><strong>Online Advertisers Survey Report</strong></a>, sponsored by the Rubicon Project. The research found that 72% of advertisers expect online display spending to go up in the next year compared to only 10% who say it will decrease. </p>
<p>Econsultancy has also published an <a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide"><strong>Online Advertising Networks Buyer's Guide</strong></a> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced a series of <a href="http://econsultancy.com/reports/display-advertising-digital-marketing-template-files"><strong>Digital Marketing Template Files</strong></a> which include a campaign forecast document and media plans for brand and direct response campaigns.</p>
<p>Econsultancy recently published an <a href="http://econsultancy.com/reports/online-advertising-survey"><strong>Online Advertisers Survey Report</strong></a>, sponsored by the Rubicon Project. The research found that 72% of advertisers expect online display spending to go up in the next year compared to only 10% who say it will decrease. </p>
<p>Econsultancy has also published an <a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide"><strong>Online Advertising Networks Buyer's Guide</strong></a> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced a series of <a href="http://econsultancy.com/reports/display-advertising-digital-marketing-template-files"><strong>Digital Marketing Template Files</strong></a> which include a campaign forecast document and media plans for brand and direct response campaigns.</p>
Is the display ad market picking up?
false
2009-09-29T22:43:00+01:00
the-display-ad-market-is-looking-bullish
2009-09-30T11:10:39+01:00
1737