Working with Online Ad Networks
Being that I work at Epic Advertising and have also been a large customer of other online ad networks, I would like to think I have a firm understanding of the online network space. Today, eMarketer released an article titled, Pros and Cons of Online Ad Networks, which has some very interesting pointers.
eMarketer Pro's of working with Ad Networks
Increased reach is the top appeal for advertisers, followed by flexible payment models such as CPA, CPM and CPC. Rounding out the top three is lowered costs. Reach is definitely attractive to many advertisers, particularly on the brand side.
Flexible payment models, particularly performance based models such as CPA and CPC have gained momentum over the past 16-20 months, particularly with the recession and higher levels of accountability from marketing spend being demanded.
This is all great, but with some 400+ ad networks, who do you work with? There is no simple answer, some networks are definitely better than others. Do your research and look into how long the networks have been around for, who are their executives and ask other colleagues for references. If you need some other pointers, shoot me an email (contact page).
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