Working for a media company, or for that matter working in the digital space in general, you are always making sure that any endeavour you take on has to have a revenue model behind it that makes sens. Over the last few months there’s been much speculation regarding the present and future of online advertising. Particularly, that of display ads and their true value to both brand building and conversion. Some people believe that total spend will be up this year, while many feel it will go down. The real question in my opinion, is how to make it last longer and perform better against both brand and acquisition strategies.
As the traditional banners, the skyscrapers, leader-boards and big boxes fade in the interest of the consumer, along come search and video ads. As those too become commodities, what is next for online advertising? That’s the question plaguing any number of online publishers, especially Yahoo and AOL, who’ve begun radical management changes in recent months as they look forward aggressively to the future. What type of units will be examined and reviewed in the coming months, and how will they impact the online display landscape? How will the online ad industry compete with the Google model and the video solutions that are dominating the discussion, if not completely dominating online budgeting?
I believe that more full-page units and interstitial efforts will be integrated into the experience. These recreate more of an offline ad impression strategy, not unlike billboards or television commercials. The interstitial unit has been with us for quite some time, but has never been in vogue as much as it has of late. These types of units can be intrusive and annoying unless frequency-capped and managed in a way that reduces exposure.
It’s an exciting time for the Web, and display is not going to be squashed by search and video. Display will continue to be an important part of the Web — just not in ways that you would currently imagine.
Thanks to MediaPost for the inspiration and background for this post!
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