online publishers association

Advertisers pull out the big guns in battle against ad blindness

What’s the best way for advertisers to reach consumers on the web? For
advertisers grappling with ad blindness, there are two possible
options. The first: develop more efficient ways to interact with
consumers online. The second: make it harder for consumers not to tune
out your ads.

Not surprisingly, while advertisers experiment with the first option, they’re also pinning their hopes on the second.

Wall Street Journal study throws stones at ad networks

Web publishers have a long, tangled history with ad networks. Many newspapers and magazines rely on them to sell off unsold advertising online, but at the same time, they resent the networks for dragging down the value of their overall inventory.

Today in the Wall Street Journal, the ad network slamming continues. In an article about a new study by the Online Publishers Association, the paper subheads their story with the following: “Proprietary Content Is Better Channel Than Portals or ‘Ad Networks’.”

The implication is that advertisers are better off buying online ads through publishers than through those lowly ad networks. It may be in the best interest of publishers (like the Wall Street Journal) to slam networks and encourage advertisers to purchase their ads directly. But it isn’t an either or situation. Publishers are giving ad networks inventory they can’t sell on their own. These “remnant” ads are by default cheaper ad content. And smart advertisers are buying both.

Bringing the reign of click-throughs to an end

Banner ads aren’t going down without a fight. Marketers and publishers have been hearing for awhile that display ads are not nearly as effective as search. And in terms of click through rates, they aren’t.

But just because people aren’t clicking on banner ads, it doesn’t mean they aren’t working. That’s long been the cry of display ad sellers, and now comScore has come out with a study that shows how display contributes to sales, even if consumers aren’t immediately clicking through to purchase.

OPA bows bigger, hopefully better, banners

standard online ad banners

The Online Publishers Association (OPA), following closely in the footsteps of the IAB, is hoping to spark a creative revolution of sorts in online display advertising. To that end, a number of the OPA’s high-profile members will introduce three newer, bigger, and more interactive ad units this summer.

The ads are even taking a page from the content side of the online equation: each will feature a forward-to-a-friend button.