Today I decided to take a look at the MSN.ca portal as I was looking for reviews of Glee, the new show I watched last night about a Glee club made up of misfits, trying to be cool in modern day America. Yes the show was entertaining, but that’s not the point of this post. When I got to the page reviewing the show on …
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.
The Interactive Advertising Bureau have changed their tune and are now predicting that the whole businesses dependent on online advertising could go belly up, and researcher IDC has completely reversed its growth estimates. No longer will online ads grow 10% in 2009, says the firm. IDC now predicts a 5% drop in revenues in the first quarter that could get worse in the second. I am not sure why anyone should be surprised at this, the recession was bound to impact on all aspects of marketing spend, not just traditional media.
Back in June, a company with the name Peer39 launched SemanticMatchTM, the world’s most advanced semantic advertising platform. What is this “semantic advertising”? Imagine a series of algorithms that are capable of understanding content meaning and sentiment, thus enabling precision targeting down to the page level so that display ads appear on pages most relevant to their message. In essence, this would allow ads to be targeted to any individual …
Every time I launch a campaign for a client, they focus on one key metric from the online media plan, clicks. The problem with this is that clicks are only one part of the results that we should be targeting as interactive marketers. There is something that I have been trying to explain to clients about the post impression value of banner ads. Sure, not everyone clicks, but consumers also …
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