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WAYNE BROWNING REPLIED:
> I agree wholeheartedly but the problem also seems
> related to the way media buys are done. buying through
> networks that promise but rarely deliver the targetting
> one would like to see. To me the evolved media buyer
> will need to his/her homework and research to best
> place their client's ads. The networks after all buy up
> the smaller sites and offfer them in bulk. They charge
> more than the individual sites would directly due to
> admin and infrastructure costs. A lean and mean media
> buyer needs to be able to research and locate those
> individual sites for their clients to be really doing a
> professional job. Am I out to lunch on this one?:-)
This varies depending on the buyer. If you're Microsoft
and need to find a way to get rid of a lot of money
quickly (shouldn't be too tough to imagine that
scenario:), hunting and pecking through sites
individually (through whatever method) can be more time
consuming than it's worth. However, if you've got a
small business and are going to be making a
(relatively) small buy, going to sites individually
might be the way to go. It's one of those situations
where there's really no surefire answer and a lot
depends on each individual company.
I think some of the issue of networks not delivering
targetting is because, despite how much they may try,
it's impossible for the larger ad networks to keep on
top of the situation (who actually offers what and
where). It's more commonplace to lump sites together
with less actual focus on targetting as a result.
Possibly the smart thing to do would be to work not
only with the network, but also sites within it that
seem to fit the target demographics (make sure the
sites they're buying deliver the targetting the network
promises by contacting the sites as well as the
network). Fortunately, this is easier than searching
because the networks should have laid out in categories
which sites they represent (narrowing the search down
from millions of sites to dozens/hundreds).
Essentially, with the larger ad networks representing
billions of page views per month and growing, it's
nearly impossible to cut them out completely. With the
technology and the reach they have, ad networks still
need to be considered as a potential ad buy (if not
right away, at least eventually). Considering how much
consolidation has been going on lately, the networks
that manage to survive are going to play an even larger
role in future advertising.
Shane Sacobie
VGF.Net
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Received on Tue Nov 16 1999 - 23:40:42 CST
