So Many Networks, So Little Time
“Analyzing the digital network landscape” (the subtitle of this session) in 60 minutes is a tall order. Plenty of people have been at this stuff for years and still have no clue what’s going on. But be that as it may, this standing-room-only session gave it the ol’ college try. In the spirit of this session’s title, I’ll approach this as a post “So Many Sessions To Blog, So Little Time” post—so given the limited time you have to peruse the ad:tech blog, here are the quick session takeaways you need ... or at least the half-dozen that stood out most in this session:
—-Advertising spending is highly correlated with GDP growth. Danger, Will Robinson.
—-Yahoo! is trying to put marketing back into search marketing; too often, said Bill Wise, head of business development for Yahoo! it’s not about marketing, it’s about sales.
—-To reach enthusiasts of a specific topic, says Brian Fitzgerald, co-founder and President of Gorilla Nation Media, go to the sites that focus on that topic as opposed to the portal. For example, if you want to reach food enthusiasts, go to epicurious.com and not food.aol.com. (Of course, he would say that—that’s what Gorilla Nation does—but in my own experience, casting a narrow and specific net is excellent advice.) To which Bill responded: Scale matters and brand matters. (To which I would add: It probably depends on the type of food enthusiast you want to reach: casual or hardcore.)
—-Rajeev Goel, President and co-founder of PubMatic, notes that there’s probably a need for some sort of industry-wide content-certification program for sites, to which Brian added that perhaps some sort of rating system is needed too.
—-How many ad networks are there? Too many. Seemingly infinite.
—-Why should I choose one network over another? Look at the top 10 ad neworks, suggests Andrea Kerr Redniss, Senior VP and Managing Director of Newcast @ Optimedia, Optimedia U.S., adding: “This is why advertisers need agencies.” Touche.
Commenting is not available in this weblog entry.
