Branding through Banner Ad Networks: Long Island Web Advertising, Interactive Agency Explains How
UBMI Publications
September 22, 2009
www.austin-williams.com
People can argue about the pros and cons of web banner advertising. At Austin & Williams, a web advertising and interactive marketing agency based on Long Island, our media strategies look at banner ads primarily as a branding tool, and any clicks through to the web site are gravy. But whether itīs being used as a branding tool or a direct response tool, banner advertising is only effective if you reach the right audience at the right time.
This is where online ad networks come in. With them, you can run millions of impressions across multiple sites through one buy, targeting your audience either through geography, demographics or recent online behavior. This is one-stop shopping: effective and efficient
Previously considered a tool for direct response marketing, ad networks are taking off in the area of brand advertising, according to Forrester Research, which breaks ad networks into three categories:
1. Brand-oriented general networks. These are networks which offer a variety of targeting options (demographic, geographic, day-part), along with behavioral targeting. They often can provide increased impressions at a lower rate than those offered by purchasing the space directly.
2. Vertical ad networks. These networks target a specific interest category, and are often owned by a large company or publisher that offers positioning across all of its sites. There is often a similar cost savings by purchasing "in bulk" while maintaining the service of the direct salesperson.
3. Behavioral targeting networks. Networks in this category utilize the research of behavioral targeting specialists to break down users based on their specific behaviors: car shopping, vacation planning, etc.
As noted by Forrester, the main drawback to ad networks is that unlike direct response marketing, it is sometimes difficult to measure immediate results. It is important that the network type and target are clearly defined, and Austin & Williams media planners and buyers work with the top ad network companies to ensure transparency in each buy.
To find out more about using banner ad buys on vertical and branded networks as part of an overall online and traditional media strategy, contact Austin & Williams
People can argue about the pros and cons of web banner advertising. At Austin & Williams, a web advertising and interactive marketing agency based on Long Island, our media strategies look at banner ads primarily as a branding tool, and any clicks through to the web site are gravy. But whether itīs being used as a branding tool or a direct response tool, banner advertising is only effective if you reach the right audience at the right time.
This is where online ad networks come in. With them, you can run millions of impressions across multiple sites through one buy, targeting your audience either through geography, demographics or recent online behavior. This is one-stop shopping: effective and efficient
Previously considered a tool for direct response marketing, ad networks are taking off in the area of brand advertising, according to Forrester Research, which breaks ad networks into three categories:
1. Brand-oriented general networks. These are networks which offer a variety of targeting options (demographic, geographic, day-part), along with behavioral targeting. They often can provide increased impressions at a lower rate than those offered by purchasing the space directly.
2. Vertical ad networks. These networks target a specific interest category, and are often owned by a large company or publisher that offers positioning across all of its sites. There is often a similar cost savings by purchasing "in bulk" while maintaining the service of the direct salesperson.
3. Behavioral targeting networks. Networks in this category utilize the research of behavioral targeting specialists to break down users based on their specific behaviors: car shopping, vacation planning, etc.
As noted by Forrester, the main drawback to ad networks is that unlike direct response marketing, it is sometimes difficult to measure immediate results. It is important that the network type and target are clearly defined, and Austin & Williams media planners and buyers work with the top ad network companies to ensure transparency in each buy.
To find out more about using banner ad buys on vertical and branded networks as part of an overall online and traditional media strategy, contact Austin & Williams
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