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Posts Tagged ‘contextual targeting’

I Heart Twitter, Vertical Ad Networks, and the Yahoo Newspaper Consortium.

May 19, 2008 3 comments

I’m skipping the Family Guy re-run this evening to fuss about my new Online favorites. Giggity Giggity.

Although I’ve been reading about the micro-blogging site Twitter for years and have created profiles several times, they were typically abandoned after a few days of reading random Tweets. Now, with it’s popularity bang there are so many more interesting people to “follow”, and with the Twitter Facebook Application

I can feed my addiction to updating my Facebook status by text. Not new, I know, but new to Sarah’s List of Interactive Addictions. In fact, now you can follow the Mavens! Although we’re sometimes too busy to blog, we’re rarely to busy for 140 characters or less.

My newest addiction while planning Online Display campaigns is Vertical Ad Networks. While several more traditional ad networks make a number of different content channels available, I’ve found that when you are looking for something more targeted, Vertical Ad Networks are a nice way to gain some more contextually targeted inventory within one buy. Many times they have premium inventory and a shorter list of sites that are easy to relay to a client and ultimately sell through. While I still love my Ad Networks, it’s sometimes hard to illustrate their value to more traditional clients.

Some networks such as Martha’s Circle are a nice addition to a larger premium publisher buy on MarthaStewart.com. No more sneaking a high volume of text links and below-the-fold placements to bring that eCPM down! Other networks offer hard-to-reach audiences such as the Luxury Ad Network, Adcision. The one I’m most stoked about, as a girl with a lot of single market initiatives, is the Local Ad Network, such as what CBS is launching with providing local sites with a news widget wrapped around an IAB unit.

My third blog-worthy favorite du jour is the Yahoo Newspaper Consortium. As mentioned, as a gal with a lot of single market initiatives to plan for, I often have the single market budgets that prohibit me to run on some of the larger sites like Yahoo because of their spend minimums. As a result miss out on some of that great targeting. The Yahoo Newspaper Consortium has helped me ad reach to a few low budget, single site plans. Kudos to the people at Yahoo! for this great idea. Stay strong brothers!

TTFN!

Scary Territory.

January 8, 2008 Leave a comment

In the almost two years I’ve been in interactive media planning and buying, I’ve seen advertising networks blossom and grow into a viable complements to almost every online marketing plan. Whether it be with behavioral, demographic, or contextual targeting, networks help build efficient reach across the long tail of the web. Skittish, brand protective marketers have been given assurance that risque content can be easily avoided, including un-patrolled user-generated content.

According to ComScore’s Nov 2007 rankings, Advertising.com just beat out Yahoo! as the largest reaching web property, with 86% online reach. Now that is pretty impressive!

Last week, Clickz reported that some ISPs were starting to cookie behavior across the entire web with the potential to sell segments to advertisers or networks. While advertising networks monitor what is on their network and create targeting channels accordingly, ISPs will be able to look at behavior across the entire web including search. While this is only being tested at this point and claims not to track very personal things like health queries and sex site visits, it still scares me! As we can now reach 86% of the web with one ad network, is it really worth tracking a user’s every move to reach other other 14%?

This functionality may introduce a lot more targetable segments, are we just risking getting too niche with our focus? I’ve spoken out for behavioral targeting in the past, but tracking one’s every move doesn’t seem like it’s worth the risk.