Research and Insight

Ad Networks to Complement Site Buys

Advertising.com explains why networks are heating up, but maintains that site buys are still key to your media mix.

Over the past year, there has been a distinct trend in the kinds of network buys advertisers are making, creating interesting implications for publishers. With more sophisticated targeting capabilities available from networks, advertisers are increasingly addressing multiple objectives through network segmentation. While individual endemic site inventory remains a core branding vehicle, networks provide a valuable addition to the branding mix. (For those not familiar with the term "endemic sites," these are essentially vertical-specific sites. Ex. An endemic site for an automotive advertiser would be Cars.com; an endemic site for a movie advertiser would be Fandango.) This is good news for publishers, because the more sophisticated the targeting tools a network can offer to advertisers, the higher the potential inventory yield for publishers.

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Posted by Dave Jacobs in | 0 Comments

Why Video Publishers Have More Inventory Than They Think

Think we're at our video inventory limit? Think again. Advertising.com's VP of video networks gives pointers.

According to data from AccuStream iMedia Research, 75 percent of all video advertising inventory is sold each month. The truth is that publishers aren't exploiting all the advertising potential of their video content. They are not sold out; they're simply not selling everything they have to offer.

With so much money to be made from video advertising, how can this be?

One reason is that unlike display advertising, unfulfilled video inventory doesn't leave a big blank space on your site. If there's no ad to show prior to a video clip, the publisher can simply skip right to the video content, which means publishers cannot easily account for missed ad opportunities.

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Posted by Aimee Irwin in Video | 0 Comments

Capture Spending Outside the Available Inventory

Advertisers have a seemingly insatiable appetite for inventory on third-party automotive sites like Autobytel.com, Cars.com and Kelley Blue Book's kbb.com-- premium sites where in-market consumers flock. But the inventory shortfall is striking. According to AdRelevance, less than half of automotive advertising dollars and less than 25 percent of automotive advertising impressions go to these endemic automotive sites because there simply isn't enough inventory to support increased efforts. Advertisers spend all they can on endemic sites, then reluctantly go elsewhere. Those "elsewhere" dollars represent loss of a significant financial opportunity for publishers. But there is a simple -- and underutilized -- way to capture some of that external spending: behavioral marketing.

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Posted by Dave Jacobs in Behavioral | 0 Comments