"Americans are spending more time out of the home, working late hours, communicating via wireless devices, shopping in malls and stuck in traffic. There has to be some change in (ad/marketing) strategies to reach these people." From a March 26, USA TODAY article titled “New Media Expected to Get More Ad Dollars.” The article discussed research from PQ Media that found that companies will spend more than $160.8 billion in 2012 -- up 82 percent from 2008 -- on 18 emerging markets including online videos, store-based TV screens, sponsored events, TV and movie product placements, cell phones, video games and digital video recorders.
“Everyone feels that if we can get more data, we could put ads in front of people who are interested in them. That's the whole idea here: put dog food ads in front of people who have dogs.” In the March 10 New York Times article “To Aim Ads, Web Is Keeping Closer Eye on You,” which discussed a new analysis of online consumer data that shows that large Web companies are learning more about people than ever from what they search for and do on the Internet, gathering clues about the tastes and preferences of a typical user several hundred times a month.
Marketers take note: Driven by the growing video game industry, U.S. in-game advertising spending will increase from $295 million in 2007 to $650 million in 2012, according to a recent report from New York-based Internet marketing research firm eMarketer.
“If an advertiser knows that they'll make five dollars by spending one dollar, the chance is high that they'll spend it … We've stressed measurability and providing a clear return on investment since we started our advertising business -- and the growth of paid search shows that advertisers have bought into that. That's what will help us in times like these." - From a March 4, Online Media Daily article by Tameka Kee titled “Google: Metrics Key To Keeping Web Ads Afloat In Recession, Not Clicks,” which discussed doubts about the resilience of Google's paid and natural search value proposition and a slumping economy.
Ad networks long have been a core component of any media plan. While in the early days of online advertising ad networks struggled to justify their existence, they now are welcomed in every major advertising budget thanks to their reach and scalability. Traditional ad networks can provide immediate results — and working with an ad network facilitates understanding of the marketing challenges, the ever-changing dynamics and the science behind driving greater value from online advertising.