AdLib: Why is there a need for an Online Advertising Network?
AdLib Editor Valerie Trevor in a face-to-face chat with Mathew Ward from Admax Network

29 July 2010, Regional

I never quite understood what an advertising network was all about and why there is a need for one till I met up with Admax Networks' Mat Ward, who described its function and role ever so succinctly. Simply because it’s a more efficient and effective way to reach your targeted consumers anytime and anywhere. The ability to reach your target audience is vital to any business and online media fragmentation is an undisputed escalating reality.

According to a global survey by comScore, Inc., top websites in Singapore offer up to 72% total reach, but the sad reality is that only 33-45% of time is spent on them. The remaining 55-67% of time is spent on thousands of other niche content websites.

It is very crucial for advertisers to reach their audience(s) wherever they are online - and the easiest way to maximize reach and frequency is by utilizing a wide variety of targeted websites. However, this is a challenging and daunting task because, with over tens of thousands of websites, it would be virtually impossible to media buy and consolidate results of any campaign.

That’s where an ad network comes in - through a single touch point, it delivers your brand message(s) to your audience(s) across thousands of websites. Using advanced ad management platforms, it has the ability to aggregate and target audiences based upon specific demographics, zeroing in on the content they consume and environment they are in.

The intrinsic value of an ad network is that it takes over all the hard work for advertisers and lets agencies and advertisers focus instead on their core competency: to build and execute their digital strategy.

We’ll talk about ad network BRAND SAFETY and OPTIMIZATION in the coming issues of AdLib.

 

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