Five Reasons to Use an Ad Network (Click to see full story)
By David A. Yovanno
April 17, 2006
ValueClick Media's general manager shares ways to use ad networks to drive brand marketing results.
1. Complement your reach
An established ad network with critical mass is a perfect vehicle to extend reach beyond what the top few properties provide. There is more to the internet than just a couple of key portals and a few top vertical content sites. In fact, the very essence of the internet is about fragmented sources of content.
2. Reduce frequency waste
By nature of the network model, which works with many advertisers and across thousands of sites, an ad network has the ability to control frequency across many sites on a media plan. Once optimal frequency is met, the networks' sites serve alternate impressions and frequency waste is curtailed.
3. Optimize to brand metrics
The ad network model is unique in its ability to drive ROI on any results metrics, as well in its ability to drive maximum scale because of the critical mass reached across so many thousands of sites.
4. Scale your custom solutions
Scalability is the most common limitation of brand marketing executions involving rich media, advanced targeting such as behavioral, time of day, geography, and other less typical options such as roadblocks.
5. Leverage efficiencies
When considering the effort required to plan for, negotiate pricing and manage campaign delivery and brand metric performance across many sites, advertisers and agencies will find that working with an established ad network will significantly free their time up to focus on getting the most from their portal and top vertical content site strategies as part of a balanced media mix.
